Research on Brand Marketing Based on Ukrainian Tourist Destination

Abstract

Tourist destination is a place to attract tourists to make a short stay and visit here. The competition of tourism is increasing day by day, and the competition between tourist destinations has turned to brand competition. Tourism destination brand marketing refers to the brand marketing activities that take the government departments and tourism enterprises as the marketing subject and take the cultural resources, natural landscape and tourism services of the tourism destination as the marketing content. Brand marketing plays an important role in tourism destination marketing, but the current research on the related problems of brand marketing is still relatively shallow, lack of theoretical and empirical research on the characteristics of tourism destination brand marketing. The brand marketing system of tourism destination based on the overall interests of the region has important guiding significance to the marketing practice of tourism destination. Based on the theory of marketing, this paper constructs the brand marketing theory system of tourism destination based on the overall interests of the region. This paper introduces the brand marketing of tourism destination in Ukraine as a case study, Starting from the status quo of tourism brand marketing in Ukraine, this paper expounds the existing problems of tourism in Ukraine, and finally puts forward some countermeasures to improve the brand marketing of tourism destination in Ukraine.And tries to apply the conclusion of brand marketing of tourism destination based on the overall interests of the region to tourism practice. Key words: Ukraine ,TourismDestination, Integrated marketing ,New media marketing, Internet plus ,Tourism Brand, Brand Marketing.