Kostynets V. Brand-oriented marketing programme formation in tourism product management

Thesis highlights the theoretical approaches to brand formation and its assets and also clarifies the definition of the category "brand". It also determines the peculiarities of the process of brand formation for tourism destinations and grounds the notion of brand-oriented programme for a national tourism destination. The work describes the methodological basis for brand efficiency assessment and suggests a new methodological approach to the assessment of assets management efficiency for tourism brands. The necessity of state regulation is demonstrated and the fundamentals of such regulation are described for the process of territorial tourism brand formation. Also, a brand-oriented programme is developed for national tourism product management (the Carpathian region case study). Key destinations in the formation of brand-oriented programme for national tourism product management of the Carpathian region are attributed to the formation of the nationwide Concept of state regulation of the process of territorial tourism brand formation in Ukraine. Within the framework of this Concept the author of the thesis suggests a brand-oriented marketing Programme for national tourism product management for the study case of the Carpathian region. The aim of this programme is the provision of brand orientation of communications that would enable the efficient formation and promotion of the tourism product "Ukrainian Carpathians". The key structural units of the brand-oriented regional Programme on national tourism product management are defined as follows: economic, legal, environmental, social, personnel, communications and security provision for tourists. Within the framework of this Programme a model of its brand platform has been constructed and the means on its realization have been determined.