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Tourism based city branding. The case of Buchach, Ukraine.

Tymoshiv, Ihor
(2019)

Files

Tymoshiv125517012019.pdf
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  • Adobe PDF
  • 1.86 MB
Tymoshiv125517012019Appendix1.pdf
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Tymoshiv125517012019Appendix2.pdf
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Tymoshiv125517012019Appendix3.pdf
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Tymoshiv125517012019Appendix4.pdf
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Details

Supervisors
Nina Klebanskaja ; Semal, Pierre
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The pursued aim of this Diploma Paper is to create a branding framework that can serve as a deep foundation for the complete marketing strategy of a small historic Ukrainian town and will increase its tourist attractiveness in the Ukrainian and international tourism arena. In the first part the analysis of scientific books and articles was carried out. In this part, place branding definition and its evolution were analyzed, city branding strategies and general objectives were introduced. Finally, the branding process is discussed. The second part of the diploma paper presents an analysis of the main factors influencing the formation of the city, its key features and trends in Ukrainian and global branding of small cities. According to these findings, in the third part a process of creating branding framework for marketing development of the town is presented.