СЪБИТИЯТА КАТО ИНСТРУМЕНТ ЗА БРАНДИРАНЕ И ПОЗИЦИОНИРАНЕ НА ГРАДСКИТЕ ДЕСТИНАЦИИ
EVENTS AS INSTRUMENT FOR BRANDING AND POSITIONING OF URBAN DESTINATIONS

Author(s): Elena Alexandrova
Subject(s): Social Sciences
Published by: Международно висше бизнес училище
Keywords: events, target; emotion experience; image; branding; positioning; competition
Summary/Abstract: In the conditions of intense competition, high interchangeability of the products offered, digitization and increasing tourists requirements, events are becoming an important instrument for the positioning and branding of urban destinations. They have a leading role in building the image of tourism places and attracting a large number of visitors through their uniqueness and distinctiveness, as they are becoming kind of motivation for travel. By creating events, cities respond to the challenges of the modern tourist market and the changed requirements of the environment, differentiate themselves from the competition and position more successfully.

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