Tourist branding policy to promote national tourist products: experience of Central East Europe Countries

Nikolaichuk, Olga and Ніколайчук, Ольга Анатоліївна and Николайчук, Ольга Анатольевна (2020) Tourist branding policy to promote national tourist products: experience of Central East Europe Countries. Галицький економічний вісник (2 (63)). pp. 64-77. ISSN 2409-8892

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Abstract

The experience of many countries successful in tourism shows that it is of particular importance to use branding technologies in the tourism sector, which make it possible to identify the country and identify it among other such entities. At the same time, the growth of the positive image of the country's tourism brand affects economic development, increases foreign exchange earnings and investments, facilitates the promotion of goods to international markets and increases the attractiveness of the country as a whole. The purpose of the article was to evaluate the effectiveness of the tourism branding policy in Central and Eastern Europe. The features of tourism branding policy in some countries of Central and Eastern Europe, including the Czech Republic, Poland, Slovakia, Hungary and Bulgaria, were considered. The authorizations of state authorities to regulate the tourism sphere were analyzed in the analyzed countries. The key measures for positioning and promotion of the national tourism product were considered, effective means of promotion on the international tourism market were identified. Indicators of the performance of state tourism branding of countries were analyzed: indicators of inbound tourist flow, country's income from international tourism and average tourist expenditures, competitiveness index of tourism and travel. Studying the tourism branding policy of individual countries of Central and Eastern Europe had proved their different activity. The most successful was the branding policy in Poland, which confirms the indicators of international tourism and the position in the ranking of competitiveness of tourism and travel. Despite the rather active policy of the Czech Republic and Hungary, there was a decrease in their tourist attractiveness. For Slovakia and Bulgaria, there was a lack of a clearly recognizable image of countries as a tourist destination. The study of the experience of the countries of Central and Eastern Europe confirms the need to fulfill the function of promotion of the national tourist product, to conduct and support the country's advertising campaign at the state level.

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