Ways to Develop Brands and PR Management of Tourism Enterprises with a Focus on National Markets

Abstract

The subject of the research is theoretical, methodological and practical approaches to the peculiarities of the formation and use of new products and brands, PR-management technologies in the development strategies of tourism enterprises with a focus on national markets and domestic consumers. The purpose of the work is to determine the features and suggest ways to form and use new products and brands, PR-management technologies in the development strategies of tourism enterprises with a focus on national markets and domestic consumers, domestic tourism in the context of global restrictions on the movement of people and international tourism activities. The methodological basis of the article is both General scientific and special methods of scientific knowledge. Monographic and historical methods were used in determining the content of tourism products and brands and their evolution; system-structural analysis and synthesis in justifying the types of brands (travel companies, places or destinations, types of tourism and recreation, etc.), advertising and PR-management tools with their promotion; statistical and economic, mathematical modeling and programming in the development of opportunities to attract new products and brands, PR management in marketing strategies for the development of tourism enterprises and rural green tourism enterprises. The article defines the features and suggests ways to form and use new products and brands, PR management technologies in the development strategies of tourism enterprises with a focus on national markets and domestic consumers, domestic types of tourism in the conditions of global restrictions on the movement of people and international tourism activities. It is established that to maintain the competitiveness of enterprises or strengthen the dynamics of their market development, it is advisable to use a rebranding strategy. It is proved that PR management should shape the fashion for recreation and tourism, affirm national human values and feelings of national dignity and patriotism. It is determined that tourism companies should develop more actively external advertising in order to successfully promote their own brands-one of the oldest ways to bring the advertiser's appeal to the General public. The conclusions and results of the article can be used in the educational and scientific process of economic faculties of higher educational institutions. It is advisable to transfer them for practical use in the management of tourist enterprises in order to increase their efficiency on innovative principles. Modern competition conditions are burdened by the coronavirus pandemic. They require tourism enterprises to focus on national tourism markets, domestic tourism and the national consumer at least in the near term. This determines the further differentiation of tourism products and services under a certain brand, taking into account the specific needs of individual groups of customers. This specialization involves creating different brands under the same or different brands that target specific segments of the consumer market.