We use cookies in order to improve the quality and usability of the HSE website. More information about the use of cookies is available here, and the regulations on processing personal data can be found here. By continuing to use the site, you hereby confirm that you have been informed of the use of cookies by the HSE website and agree with our rules for processing personal data. You may disable cookies in your browser settings.

  • A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Development of a Brand Assessment System for a Tourist Destination

Student: Voronina Anastasiia

Supervisor: Valery E. Gordin

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2020

This final qualification work is devoted to the development of a brand assessment system for a tourist destination. The purpose of the research is to develop a system for evaluating the brand of a tourist destination based on the use of digital technologies. The study set a number of objectives: - study the theoretical aspects of the brand of a tourist destination; - identify the essence of the brand of a tourist destination; - develop a system of indicators for evaluating the brand; - describe technologies and methods of brand evaluation; - evaluate Vologda’s tourist brand; - make a comparative characteristic of the brand assessment by experts and the developed brand assessment system. In this paper the theoretical aspects of the brand, current trends in branding of tourist destination, features of branding of tourist destinations in Russia, existing methods and technologies for evaluating the destination brand have been studied. A system for evaluating the brand of a tourist destination was developed and the tourist brand of Vologda was evaluated. The analysis of digital footprints was performed with using the Latent Dirichlet allocation method, due to which a description of all indicators has been obtained. Then the effectiveness of the official website of the destination has been evaluated. Further, a survey of experts in the field of tourism in Vologda was conducted to confirm the efficiency of the developed system. After the analysis, a description of the tourist brand of Vologda was received. It was determined that digital procedures strengthen the brand justification of a tourist destination by obtaining a more detailed and comprehensive result by analyzing digital footprints.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses