Title of thesis:
Branding Ukraine As a Tourist Destiation
Date: 6th May 2011Degree:
Bachelor of Science in Economics and Business Administration
Supervisor: Phani Tej AdidamObjectives
The purpose of this study is to explore a theoretical foundationunder the concept of destination branding and to apply relevant theory to thecase of Ukraine by the means of empirical research. This aims to identify thecurrent readiness of Ukraine for destination branding as well as to assess thetourist potential and an overall image of the country among the possiblevisitors.
This study has explicitly addressed issue of destination identity,destination image and explored a practical side of destination branding. All theconcepts were applied to the case of Ukraine, while discussing theramifications between the theoretical and empirical evidence.
The study has revealed an overall poor readiness of Ukraine for destiantion branding and has detecetd several issues with an image andidentity of Ukraine. As a result, several solutions were offered on how to dealwith those problems as well as an overall critical assesemnt of Ukraine as atoursit destiantion has identified poor level of preparation for large toursitinflows stemming from EURO-2012.
Keywords: Destination branding, Ukraine, tourism, destination imageLanguage: