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 )

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

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