Author: Nikita V. Grishanin, Natalia V. Kirillina
Communicology. 2018. Vol.6. No.5
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies of the North-West Institute of Management, RANEPA;
Natalia Vladimirovna Kirillina, Cand. Sc. (Soc.), associate professor at the department of public relations and media policy, RANEPA. Address: 199178, Russia, St. Petersburg, Sredny prospect, 57. E-mail: nikitag@bk.ru.
Abstract. The paper represents the discussion of the territorial branding of Estonia from the point of view of the national identity and competitiveness of the country, as well as the relationship between these characteristics and the country brand. Besides, it discovers the issues related to the formation of a sustainable image of Estonia as a brand, harmoniously developing and logically constructed. The starting point of the study is the development of water tourism in Estonia, taking into account the country’s rich water resources and the increasing popularity of water tourism in Estonia and in neighboring countries. The technology of strengthening the brand of Estonia is being considered through the formation of a subbrand of the cruise service. The objective of the research can be defined as the following: based on sustainable linguistic, cultural, geographical associations with the territory as is in the texts of travel guides, advertising materials and Internet resources, (1) to describe the main characteristics of Estonia; (2) to identify key resources for promoting the territory; and (3) to develop a model for the Estonian water tourism brand, taking into account its main communication characteristics.
Keywords: territory brand, urban culture identity, Estonia, tourist brand, national and cultural identity
Text: PDF
For citation: Grishanin N.V., Kirillina N.V. Development of water tourism in Estonia as a tool for the formation of a territorial brand (historical, cultural, linguistic and geographical components). Communicology (Russia). 2018. Vol. 6. No.5. P. 70-81.
DOI 10.21453 / 2311-3065-2018-6-5-70-81.
References
Avtonomova A.S., Bagrovskaya N.M., Veselov S.V. et al. (2017). Brand communication: textbook. Vol. 2. Moscow: Plekhanov University (In Rus.).
Chigareva D.V. (2014). Semiotic approach as a method of advertising and PR research In Russia: current state and prospects of development. In: Proceedings of the 10th all-Russian scientific conference, February 13, 2014. SPb: PGUP (In Rus.).
Gavra D. (2016). Information logistics in communications of the region. Bulletin of Vladivostok state University of Economics and Service. Vol. 8, No. 1(32). P. 113-118 (In Rus.).
Gavra D., Taranova V. (2013). The Image of territorial subjects in the modern information space. SPb: St. Petersburg State University, Higher School of Journalism and Mass Communications (In Rus.).
Grishanin N.V. (2007). Text, symbol, myth in the semiotic analysis of urban culture. Dis. Cand. Sc. (Cult.): 24.00.01 Moscow: Russian state library (In Rus.).
Grishanin N.V., Lutsenko Y V. (2013). Formation of urban brand. The issues of science and education. No. 3 [access mode]: http://www.science-education.ru/109-9542 (In Rus.).
Hudson S., Ritchie B. (2009). Branding a memorable destination experience. The case of ‘Brand Canada’ (case study). International Journal of Tourism Research. Vol.11, No.2. P. 217-228.
Martín H., Del Mar García‐de los Salmones M., Herrero A., Pérez A. (2018). Explaining residents’ attitudes towards tourism and tourists: A new approach based on brand theory. International Journal of Tourism Research. The online version (July 2018).
Morgan N., Pritchard A., Pride R. (eds.) (2002). Destination Branding: Creating the Unique Destination Proposition. Oxford, UK, Butterworth Heinemann.
N'Guessan K., Lentz K., Gabriel M.-C. (2017). Performing the national territory: The geography of national‐day celebrations. Nations and nationalism. Vol. 23, Issue 4. P. 686-706.
Orams M., Luck M. (2014). Coastal and marine tourism. In The Wiley Blackwell Companion to Tourism, ch.40 / ed. by Lew A., Hall M., Williams A. P. 479-489.
Pike A. (2009). Brand and Branding Geographies. Geography Compass. Vol. 3, Issue 1. P. 190-213. Pike A. (2015). Territorial Development. In Origination: The Geographies of Brands and Branding, ch.7. P. 171-193. Wiley. DOI: 10.1002/9781118556313.
Porter M. (1998). Competitive Advantage of Nations. Harvard University Business School, Free Press.
Saarinen J. (2014). Tourism and Tourists in Nature, National Parks, and Wilderness. In The Wiley Blackwell Companion to Tourism, ch.40 / ed. by Lew A., Hall M., Williams A. P. 500-512.
Salinas G. (2015). Brand Valuation Methods and Providers. In The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques, Methodologies and Applications. Wiley. DOI: 10.1002/9781119206408.
Taranova V. (2012). Formation of the image of the region in the conditions of globalizing network society. Journal of sociology and social anthropology. Vol. XV, No.5 (64) (thematic issue “Networks in the global world”). P. 113-127 (In Rus.).
Temporal P. (2015). Branding for the Public Sector: Creating, Building and Managing Brands People will Value. Wiley. DOI: 10.1002/9781119176824.
Vizgalov D.V. (2011). Branding of the city / foreword by L.V. Smirnyagin. Moscow: Institute for Urban Economics (In Rus.).
Zharkov M.A., Grishanin N.V. (2015). Youth Subculture as an element of the urban visual communication space and the factor of development of economic component of the image of a big city (on example of St. Petersburg). The issues of science and education. No. 1-1 [access mode]: http://www.science-education.ru/ru/article/view?id=19552 (In Rus.).
Communicology. 2018. Vol.6. No.5
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies of the North-West Institute of Management, RANEPA;
Natalia Vladimirovna Kirillina, Cand. Sc. (Soc.), associate professor at the department of public relations and media policy, RANEPA. Address: 199178, Russia, St. Petersburg, Sredny prospect, 57. E-mail: nikitag@bk.ru.
Abstract. The paper represents the discussion of the territorial branding of Estonia from the point of view of the national identity and competitiveness of the country, as well as the relationship between these characteristics and the country brand. Besides, it discovers the issues related to the formation of a sustainable image of Estonia as a brand, harmoniously developing and logically constructed. The starting point of the study is the development of water tourism in Estonia, taking into account the country’s rich water resources and the increasing popularity of water tourism in Estonia and in neighboring countries. The technology of strengthening the brand of Estonia is being considered through the formation of a subbrand of the cruise service. The objective of the research can be defined as the following: based on sustainable linguistic, cultural, geographical associations with the territory as is in the texts of travel guides, advertising materials and Internet resources, (1) to describe the main characteristics of Estonia; (2) to identify key resources for promoting the territory; and (3) to develop a model for the Estonian water tourism brand, taking into account its main communication characteristics.
Keywords: territory brand, urban culture identity, Estonia, tourist brand, national and cultural identity
Text: PDF
For citation: Grishanin N.V., Kirillina N.V. Development of water tourism in Estonia as a tool for the formation of a territorial brand (historical, cultural, linguistic and geographical components). Communicology (Russia). 2018. Vol. 6. No.5. P. 70-81.
DOI 10.21453 / 2311-3065-2018-6-5-70-81.
References
Avtonomova A.S., Bagrovskaya N.M., Veselov S.V. et al. (2017). Brand communication: textbook. Vol. 2. Moscow: Plekhanov University (In Rus.).
Chigareva D.V. (2014). Semiotic approach as a method of advertising and PR research In Russia: current state and prospects of development. In: Proceedings of the 10th all-Russian scientific conference, February 13, 2014. SPb: PGUP (In Rus.).
Gavra D. (2016). Information logistics in communications of the region. Bulletin of Vladivostok state University of Economics and Service. Vol. 8, No. 1(32). P. 113-118 (In Rus.).
Gavra D., Taranova V. (2013). The Image of territorial subjects in the modern information space. SPb: St. Petersburg State University, Higher School of Journalism and Mass Communications (In Rus.).
Grishanin N.V. (2007). Text, symbol, myth in the semiotic analysis of urban culture. Dis. Cand. Sc. (Cult.): 24.00.01 Moscow: Russian state library (In Rus.).
Grishanin N.V., Lutsenko Y V. (2013). Formation of urban brand. The issues of science and education. No. 3 [access mode]: http://www.science-education.ru/109-9542 (In Rus.).
Hudson S., Ritchie B. (2009). Branding a memorable destination experience. The case of ‘Brand Canada’ (case study). International Journal of Tourism Research. Vol.11, No.2. P. 217-228.
Martín H., Del Mar García‐de los Salmones M., Herrero A., Pérez A. (2018). Explaining residents’ attitudes towards tourism and tourists: A new approach based on brand theory. International Journal of Tourism Research. The online version (July 2018).
Morgan N., Pritchard A., Pride R. (eds.) (2002). Destination Branding: Creating the Unique Destination Proposition. Oxford, UK, Butterworth Heinemann.
N'Guessan K., Lentz K., Gabriel M.-C. (2017). Performing the national territory: The geography of national‐day celebrations. Nations and nationalism. Vol. 23, Issue 4. P. 686-706.
Orams M., Luck M. (2014). Coastal and marine tourism. In The Wiley Blackwell Companion to Tourism, ch.40 / ed. by Lew A., Hall M., Williams A. P. 479-489.
Pike A. (2009). Brand and Branding Geographies. Geography Compass. Vol. 3, Issue 1. P. 190-213. Pike A. (2015). Territorial Development. In Origination: The Geographies of Brands and Branding, ch.7. P. 171-193. Wiley. DOI: 10.1002/9781118556313.
Porter M. (1998). Competitive Advantage of Nations. Harvard University Business School, Free Press.
Saarinen J. (2014). Tourism and Tourists in Nature, National Parks, and Wilderness. In The Wiley Blackwell Companion to Tourism, ch.40 / ed. by Lew A., Hall M., Williams A. P. 500-512.
Salinas G. (2015). Brand Valuation Methods and Providers. In The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques, Methodologies and Applications. Wiley. DOI: 10.1002/9781119206408.
Taranova V. (2012). Formation of the image of the region in the conditions of globalizing network society. Journal of sociology and social anthropology. Vol. XV, No.5 (64) (thematic issue “Networks in the global world”). P. 113-127 (In Rus.).
Temporal P. (2015). Branding for the Public Sector: Creating, Building and Managing Brands People will Value. Wiley. DOI: 10.1002/9781119176824.
Vizgalov D.V. (2011). Branding of the city / foreword by L.V. Smirnyagin. Moscow: Institute for Urban Economics (In Rus.).
Zharkov M.A., Grishanin N.V. (2015). Youth Subculture as an element of the urban visual communication space and the factor of development of economic component of the image of a big city (on example of St. Petersburg). The issues of science and education. No. 1-1 [access mode]: http://www.science-education.ru/ru/article/view?id=19552 (In Rus.).
