The Brand Event Program in Tourism Development in Ukraine

Abstract

The article is aimed at formulating the basic factors for the development of tourism event programs in the city of Kiev; formation of the tourist product and its branding in order to attract tourists. The article analyzes: event-tourism resources, event-related topics, rating of popularity of major actions of the eventive nature in the capital city, demand structure in the foreign tourism market for the purpose of travel; ranking the sources for obtaining information about tourist attractions of Ukraine by foreign tourists; components of successful event implementation and identified popular event activities are defined. In the course of analysis were used data from a survey of foreign tourists commissioned by the GIZ and the Kyiv State Administration's Office of Promotions and Tourism and from an analytical review of the results of the assessment of the quality of tourism services of the capital city. The results of the article are: definition of the term of «event program» and classification of types of tourism for the purpose of event travels; the results of studies of the demand for tourism services of the city of Kyiv among foreign tourists are analyzed; the quality and popularity of the events of the capital city are evaluated. Given the popularity of individual cultural and political events, mega-events, sporting and arts events, music and literature festivals, we offer a number of events that have already formed their own brands and are held in the well-known places of attraction; marketing measures for successful holding and location of various types of events in Ukraine. Promising places for events are the brand destinations that are already known and are gaining popularity with foreign tourists.

Keywords

• event tourism
• event tourism programs
• holmark event
• tourist attractions
• tourist destinations
• events