Activation of Business Processes in Service Cooperation of Rural Territories of Ukraine
DOI:
https://doi.org/10.35588/rivar.v10i29.5726Palabras clave:
cooperativas de servicios, áreas rurales, procesos comerciales activos, provisión de recursos, potencial funcional, economíaResumen
El foco en una marca, tanto desde la teoría como desde los profesionales que la aplican, se ha mantenido en un alto nivel entre los años 2000 y 2010. Varias ramas sobre teorías de marcas han surgido, y la marca de lugar se encuentra entre estas propuestas. Actualmente, la marca de lugar se ha convertido en un término genérico para tres áreas de estudio y práctica: marca nacional, marca regional y marca de ciudad. Cada año, nuevos especialistas científicos, periodistas, artículos de negocios y libros sobre marcas emergen, sumando varias revistas especializadas sobre el tema. El presente estudio propone como objetivo identificar los más relevantes y significativos símbolos de la capital de Ucrania, Kiev, como marcas de turismo. Para ello fueron aplicadas encuestas y análisis de literatura y medios masivos de comunicación, y se determinan los segmentos y subsegmentos clave del público objetivo de la marca turística de Kiev, así como los factores clave de influencia en la formación de opiniones sobre símbolos turísticos de esta ciudad, comparando el símbolo popular más común con los recursos efectivos locales. Consideramos entonces que es apropiado mantener un conjunto de aspectos relevantes para el desarrollo de una marca efectiva en la ciudad de Kiev.
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