Author: Zemskaya Yu.N., Seregina A.S.
Communicology. 2017. Vol.5. No.2
ZEMSKAYA Yulia Nikolaevna – PhD, associate professor of advertising and business communications department of the Institute of World Economy and Business (International School of Business) of Peoples’ Friendship University of Russia. Moscow, Russian Federation
SEREGINA Alla Stanislavovna – master of advertising and business communications department of the Institute of World Economy and Business (International School of Business) of Peoples’ Friendship University of Russia. Moscow, Russian Federation.
Abstract: the growth of the tourism industry is also growing competition between tourist destinations. The brand territory gives countries the opportunity to distinguish itself from many others. One of the communication channels used to attract tourists and build the brand of the city, are online communication, web sites. The main task of creating the web site of the city brand are the effective promotion of the tourism product, creating a positive image, increase awareness of tourist destinations and in attracting tourists. The article considers the experience of using web sites in the promotion of tourist brands of foreign cities: official tourism web resources of Hong Kong and Copenhagen. These cities are significant, from the point of view of successful branding.
Keywords: Internet, online communication, web-site, PR-communications, brand, brand territory, branding.
Text: PDF
For citation: Zemskaya Yu.N., Seregina A.S. International practice of the use of websites in the promotion of brands of territories (on the example of sites www.visitcopenhagen. com and www.discoverhongkong.com). Communicology. Volume 5. No 2. P. 190-199 DOI 10.21453/2311– 3065-2017-5-2-190-199
References
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Stockholm school of Economics in Saint-Petersburg, 2005. 381 p.] (In Russ .).
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6.Nielsen, Jakob; Norman, Donald A. Web-Site Usability: Usability On The Web Isn’t A Luxury.
URL: http://www.jnd.org/dn.mss/usability_is_not_a_l.html
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8.Leibowitz, Brandon. Website Usability: Virtual Elephants of the Internet Room. Bosmol Social
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elephants-of-the-internet-room.html#.U3qrqc8RC4Q
9. Кramer А . 10 primerov uspeshnogo rebrendinga gorodov. URL: htt p://www.forbes.ru/stil-zhizni-
slideshow/puteshestviya/188010-10-primerov-uspeshnogo-rebrendinga-gorodov/slide/9 [КramerА. 10 examples of successful rebranding of cities. URL: http://www.forbes.ru/stil-zhizni-slideshow/
puteshestviya/188010-10-primerov-uspeshnogo-rebrendinga-gorodov/slide/9] (In Russ.).
10.RepTrak. The gold standard for reputation measurement. URL: https://www.reputationinstitute.
com/research/Country-RepTrak.aspx
11.Economic & Trade Information on Hong Kong. Hong Kong Trade Development Council. URL:
http://www.hktdc.com/info/mi/etihk/en/
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sp130.jsp
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mira/ekonomika-gonkonga.html [The bases of the economy. The economy of the countries of the
world. URL: http://economic-basic.ru/ekonomiki-stran-mira/ekonomika-gonkonga.html] (In Russ.).
Communicology. 2017. Vol.5. No.2
ZEMSKAYA Yulia Nikolaevna – PhD, associate professor of advertising and business communications department of the Institute of World Economy and Business (International School of Business) of Peoples’ Friendship University of Russia. Moscow, Russian Federation
SEREGINA Alla Stanislavovna – master of advertising and business communications department of the Institute of World Economy and Business (International School of Business) of Peoples’ Friendship University of Russia. Moscow, Russian Federation.
Abstract: the growth of the tourism industry is also growing competition between tourist destinations. The brand territory gives countries the opportunity to distinguish itself from many others. One of the communication channels used to attract tourists and build the brand of the city, are online communication, web sites. The main task of creating the web site of the city brand are the effective promotion of the tourism product, creating a positive image, increase awareness of tourist destinations and in attracting tourists. The article considers the experience of using web sites in the promotion of tourist brands of foreign cities: official tourism web resources of Hong Kong and Copenhagen. These cities are significant, from the point of view of successful branding.
Keywords: Internet, online communication, web-site, PR-communications, brand, brand territory, branding.
Text: PDF
For citation: Zemskaya Yu.N., Seregina A.S. International practice of the use of websites in the promotion of brands of territories (on the example of sites www.visitcopenhagen. com and www.discoverhongkong.com). Communicology. Volume 5. No 2. P. 190-199 DOI 10.21453/2311– 3065-2017-5-2-190-199
References
1.Kotler F, Asplund К, Rein I, Haider D. Marketing mest. SPb.: Stokgolmskaya shkola economiki
v Sankt-Peterburge, 2005. 381 с. [Kotler F, Asplund К, Rein I, Haider D. Marketing places Europe.
Stockholm school of Economics in Saint-Petersburg, 2005. 381 p.] (In Russ .).
2.Branding territoriy. Lutchie mirovie praktiki / Pod red. К. Dinni. М.: Mann, Ivanov i Ferber, 2013.
336 с. [Dinnie K. City Branding. Theory and Cases. M.: Mann, Ivanov and Ferber, 2013. 336 p.] (In
Russ.).
3.Fodness, D and Murray, B. A Model of tourist information behaviour, Journal of Travel Research,
Vol. 37, 1999, No. 3, 220-230.
4. Smetanni kov М.М. Branding gorodov i regionov: zarubejniy opit i perspectivi razvitiya v Rossii //
Iniciativi 21 veka. М., 2011 . No4-5. С.22-26. [Smetannikov М.М. Brandig of cities and regions:foreign experience and development prospects in Russia // Initiatives of the 21st century. М., 2011.
No4-5. P. 22-26] (In Russ.).
5.Morrison, Alastair M. Marketing and Managing Tourism Destinations. Publisher Routledge,
2013. 598 р.
6.Nielsen, Jakob; Norman, Donald A. Web-Site Usability: Usability On The Web Isn’t A Luxury.
URL: http://www.jnd.org/dn.mss/usability_is_not_a_l.html
7.Nielsen, Jakob. Usability 101: Introduction to Usability. Alertbox: Current Issues in Web Usability.
URL: http://www.useit.com/alertbox/20030825.html
8.Leibowitz, Brandon. Website Usability: Virtual Elephants of the Internet Room. Bosmol Social
Media News. Retrieved 19 May 2014. URL: http://bosmol.com/2014/02/website-usability-virtual-
elephants-of-the-internet-room.html#.U3qrqc8RC4Q
9. Кramer А . 10 primerov uspeshnogo rebrendinga gorodov. URL: htt p://www.forbes.ru/stil-zhizni-
slideshow/puteshestviya/188010-10-primerov-uspeshnogo-rebrendinga-gorodov/slide/9 [КramerА. 10 examples of successful rebranding of cities. URL: http://www.forbes.ru/stil-zhizni-slideshow/
puteshestviya/188010-10-primerov-uspeshnogo-rebrendinga-gorodov/slide/9] (In Russ.).
10.RepTrak. The gold standard for reputation measurement. URL: https://www.reputationinstitute.
com/research/Country-RepTrak.aspx
11.Economic & Trade Information on Hong Kong. Hong Kong Trade Development Council. URL:
http://www.hktdc.com/info/mi/etihk/en/
12.Transport, Communications and Tourism URL: http://www.censtatd.gov.hk/hkstat/sub/
sp130.jsp
13.Osnovi economimki. Economika stran mira. URL: htt p://economic-basic.ru/ekonomiki-stran-
mira/ekonomika-gonkonga.html [The bases of the economy. The economy of the countries of the
world. URL: http://economic-basic.ru/ekonomiki-stran-mira/ekonomika-gonkonga.html] (In Russ.).
