vestihИзвестия Национальной академии наук Беларуси. Серия гуманитарных наукProceedings of the National Academy of Sciences of Belarus, Humanitarian Series2524-23692524-2377The Republican Unitary Enterprise Publishing House "Belaruskaya Navuka"10.29235/2524-2369-2021-66-2-235-246vestih-839Research ArticleЭКОНОМИКАECONOMICSБрендинг как эффективный инструмент развития туристических территорий Республики БеларусьBranding as an effective tool for the development of tourist territories of the Republic of BelarusЕловаяЕ. М.YelovayaE. M.

Еловая Елена Михайловна, магистр экономических наук, аспирант, старший преподаватель

Elena M. Yelovaya, MA (Econ.), Postgraduate Student, Senior lecturer

65 Nezavisimosti Ave., Minsk 220013

zheneva@list.ruБелорусский национальный технический университетBelarusian National Technical University202109052021662235246Copyright © Еловая Е.М., 20212021Еловая Е.М.Yelovaya E.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestihum.belnauka.by/jour/article/view/839

Брендинг территорий стремительно развивается как подход, используемый в сфере туризма для продвижения туристического направления. Концепция брендинга была заимствована из масс-маркета и активно применяется в ряде национальных туристических направлений, однако на данном этапе его развития академический анализ ценности и эффективности использования брендинга территорий пока еще проводится не в полной мере. Прежде всего не исследуется роль брендинга на региональных туристических территориях, где персонализация бренда крайне важна с учетом географической близости их местонахождения.

Branding of territories is growing rapidly as an approach used in the tourism sector to promote a tourist destination. The concept of branding was borrowed from the world of the mass market and is actively used in a number of national tourist destinations, however, at this stage of its development, an academic analysis of the value and effectiveness of the use of branding of territories is still not fully carried out. First of all, the role of branding in regional tourist territories is not investigated, where brand personalization is extremely important given the geographical proximity of their location.

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The authors declare that there are no conflicts of interest present.