Suchergebnisse

Now the image of Ukraine and its regions in the world is formed sporadically and chaotically. As a result, the attractiveness of individual cities and regions of Ukraine for tourists is very low. Increase in the level of global competition of regions and individual cities created the need for a positive image of a city on the tourist market. Promotion of local unique differences of such cities by building up a brand based on them is the most efficient tool to enhance tourism appeal of the region. Since building up brands for various objects and purposes has its specificity, with the growing importance of tourism for the regions of Ukraine we have to expand, explore the features of creation of a brand for individual cities to increase the attractiveness of the area for tourism. The goal of writing this article is to define the role of branding for tourist industry, to identify problems in this activity, to characterize the stages in a strategic approach to branding the cities to enhance their attractiveness for tourists. The study was performed by using the methods of scientific knowledge: analysis and synthesis, grouping, systematization, generalization. In the paper, a brand of a city is considered as a set of fixed values that reflect unique original consumer characteristics of this city and community, which are widely known, have gained public recognition and enjoy stable demand from consumers. The role of branding is highlighted in increasing the attractiveness of a city for tourism and it was established that branding is the most important factor of competitive advantage and the source of revenue to the city. It helps to the positioning of the region, to increase its competitiveness in different activities. Building up a brand of the territory is one of the ways to create the image and increase the level of awareness by the target groups, including tourists. In a certain context branding performs "educational" function. It will tell about unique city places and eventually form investment and tourist appeal. We analyzed branding activities in some cities. The main problems were detected in the activity at developing and promotion of brands to attract tourists. The stages of a strategic approach to building up efficient city brand were characterized: diagnosis of the situation and development of the objectives of branding; formulation of the essence of the brand; strategic plan of branding; implementation of the strategic plan, evaluation of the effectiveness of the created brand. The scientific novelty of this work consists in the development of the sequence of the phases of building up and implementation of the branding strategy of a city, which unlike other approaches to strategic branding takes into account the specifics of forming a city brand to enhance its attractiveness to tourists. The practical value of the work lies in the possibility of applying the proposed sequence of stages of development and implementation of the branding strategy by separate cities, territories in forming their own branding strategy, creation and promotion of the brand to attract tourists to the region. Further research might be conducted in the direction of the search for other ways of territorial development of the city, which will help attract tourists to the region.

A limitation in financial resources of enterprises to increase financial incentives, in particular real wages of employees, led to paying more attention to the non-material part of motivation. Since the motives and incentives of group motivation have not been studied sufficiently, while the approaches used for individual motivation of employees, are not always applicable for the motivation of a group, the subject of present study is relevant. The goal of present work is to characterize non-material component of labor group motivation, motivational types of workers and to define possible intangible incentives specific to motivate a group to achieve its goal. Labor motivation should be considered as a system of components that represent a set of motives of internal and external origin, stimulating drivers that induce a labor collective to work actively towards achieving both personal and enterprise goals. Highly motivated employees are interested employees and, therefore, when reaching common goals of the enterprise, they satisfy their personal needs and consciously choose a certain type of conduct. We characterized the underlying motives (needs), which encourage employees to work. It is emphasized that the motives that define human behavior in the process of work are in plenty, but it is run by only a few of them, one of which necessarily prevails. A selection of team members with regard to differences in motives provides for the prerequisites for success. We assumed that under critical conditions, motivational needs of both individual employees and groups are mostly related to the expectation of financial remuneration for the work done. Under limited financial resources, it is expedient to use intangible incentives. When choosing them, manager should take into account the fact that in order to improve results of the work, employees must be in an environment that meets their basic emotional state. The integral components of such a "healthy" environment are proper subordination, corporate etiquette, microclimate in the team, presence of an experienced manager. Motivational impact on both the individual worker and the group as a whole is realized taking into consideration the differences in needs, character features, working behavior, status, qualifications, experience, and worldview. Present article characterized motivational types of workers by these criteria and assessed their ability to work in a group by a scale of "low capability - high capability". It was concluded that for the effective motivation of work of the group during team formation, preference should be given to people who can handle household work, who, along with those of the instrumental type, meet the requirements of effective work to a large degree. Recommendations are given on using motivational incentives in the context of the "application of incentives - forming the conditions". Scientific novelty of present research is the identification of motivational type of employee most inclined to work in group by comparing their needs and incentives. Results of the study might be used to create real conditions at an enterprise to build up group labor motivation and to engage each employee for increasing labor productivity. Promising directions for further research is the assessment of effectiveness of particular proposed motivational incentives to increase effectiveness of group work in different spheres of activity.