Bìznes Inform (Dec 2020)
Formation of Tourist Image of the City as a Strategic Direction of Development of Territory Marketing
Abstract
The article is aimed at forming the tourist image of the city as a strategic direction of development of territory marketing. The article proves that a strong and positive image of the city is considered to be the effective and efficient mechanism allowing to fight for limited resources, competitive advantages and high competitiveness, representing a holistic set of characteristics, combining unique and original features of the city, as well as figurative ideas or perceptions that makes it possible for consumers, tourists, investors to distinguish and identify the city from among many other. The structure of the city’s potential, i. e., its economic, political, social and environmental components, on which the image of the territory is based, is provided. In the research, the existing instruments for creating and promoting a territorial image that can be used in both external and internal communications are proposed to be classified according to the four-component image structure, which includes conceptual, active, personal and attributive components. Studying the currently established image of the city and getting an idea of what position it occupies in the minds of target groups is an exceptionally important stage in the planning of urban marketing. Studying the image of the city is anything but easy task. That is why the article suggests to use an aggregate of different approaches, methods and specific tools in order to study the entire complex and multi-aspect nature of the image of the city of Kharkiv. An evaluation of such kind is needed in order to develop an algorithm for strategic management of the image of the territory. Whereas a positive and properly constructed relevant image can act as one of the instruments for attracting investments aimed at developing the territory and achieving the goals of the city development.
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