<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The process of decentralization of power and governance, which takes place in Ukraine through the voluntary unification of territorial communities, has laid the foundations for reforming the administrative territorial structure and territorial organization of power. Taking into account the state making nature of these transformations in the context of Ukraine’s European integration efforts, the article substantiates theoretical and applied fundamentals of branding of cultural tourism objects of the united territorial communities (UTC), reveals his role in constructing local identity of these social and spatial formations. The methodology of the study covers three main thematic blocks: legal and political foundations of the creation of a UTC; features of UTC branding; conceptualization and classification of brand projects of cultural tourism objects of the UTC. The factors that inhibit the branding process of cultural tourism objects of these communities were identified, conclusions were drawn, and perspective directions for further scientific exploration were outlined.</p></abstract>

The process of decentralization of power and governance, which takes place in Ukraine through the voluntary unification of territorial communities, has laid the foundations for reforming the administrative territorial structure and territorial organization of power. Taking into account the state making nature of these transformations in the context of Ukraine’s European integration efforts, the article substantiates theoretical and applied fundamentals of branding of cultural tourism objects of the united territorial communities (UTC), reveals his role in constructing local identity of these social and spatial formations. The methodology of the study covers three main thematic blocks: legal and political foundations of the creation of a UTC; features of UTC branding; conceptualization and classification of brand projects of cultural tourism objects of the UTC. The factors that inhibit the branding process of cultural tourism objects of these communities were identified, conclusions were drawn, and perspective directions for further scientific exploration were outlined.

Branding of Cultural Tourism Objects of the United Territorial Communities of the Southern Megaregion of Ukraine

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The process of decentralization of power and governance, which takes place in Ukraine through the voluntary unification of territorial communities, has laid...

Branding of Cultural Tourism Objects of the United Territorial Communities of the Southern Megaregion of Ukraine

Published Online: Oct 08, 2020

Page range: 432 - 447

Received: Feb 13, 2020

Accepted: Jun 30, 2020

DOI: https://doi.org/10.2478/euco-2020-0023

Keywords
brand, branding, cultural tourism objects, identity, united territorial communities

© 2020 Oleksandr Pavlov et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Branding of Cultural Tourism Objects of the United Territorial Communities of the Southern Megaregion of Ukraine

Published Online: Oct 08, 2020

Page range: 432 - 447

Received: Feb 13, 2020

Accepted: Jun 30, 2020

DOI: https://doi.org/10.2478/euco-2020-0023

Keywordsbrand, branding, cultural tourism objects, identity, united territorial communities

© 2020 Oleksandr Pavlov et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
brand, branding, cultural tourism objects, identity, united territorial communities