COLLABORATION WITHIN THE CHAIN FORMATION OF BRAND VALUES OF TOURIST DESTINATIONS
Under current conditions, the successful development of the tourism sector is impossible without the use of branding methodology. The relevance of this direction determines the growth of relevant information. To structure this information and to control the branding process, the study proposed a scheme of the communication and value chain for potential tourists. Emphasizing the importance of the accessible information space, the authors introduce a marketing tourism information system to increase the effectiveness of tourism destination branding.
Keywords: tourism, brand, territory branding, tourist destination brand, marketing information system.
Highlights:
a study was conducted on the modern interpretation of the branding of a tourist destination;
the main problems of the tourism industry in the aspect of information support of management decision-making by travel companies was summarized;
a graphic model of the value chain of a tourist destination was proposed;
recommendations on information support by a generator of a territorial tourist brand and key participants in the process of its formation were formulated.
Ivan A. Karpov, Candidate of Economics, Associate Professor; Natalia I. Voytkevich, Doctor of Economics, Professor; Alexander F. Kryachkov, Candidate of Economics, Associate Professor - Samara State University of Economics.