Forming the Tourism Brand оf Territories through the Prism of Historical Heritage

Abstract

This paper investigates the process of developing territorial tourism brands through the prism of historical and cultural heritage. It aims to define the theoretical and methodological foundations of destination branding that integrate history, identity, and emotional resonance into a unified marketing concept. The research focuses on identifying key determinants that transform cultural memory into a strategic resource for sustainable tourism and regional competitiveness. It seeks to justify a comprehensive mechanism for forming an authentic and competitive tourism brand that reflects the historical essence of a place while meeting the expectations of contemporary travellers and investors. The article also emphasizes the necessity of coherent cooperation between authorities, businesses, academia, and local communities to ensure consistency and long-term effectiveness of brand communication.

The research applies a multidisciplinary methodology combining systematic, analytical, and comparative approaches. Theoretical concepts of branding and place identity were synthesized with empirical observations from global practices. Comparative case analysis was used to examine successful national branding models, including Spain, New Zealand, and Canada, which demonstrate how historical and cultural resources can be effectively transformed into brand capital. A SWOT analysis was conducted to assess the current state of Ukraine’s national tourism brand, revealing its strengths (rich heritage, diverse landscapes), weaknesses (fragmented coordination, lack of a unified vision), opportunities (digitalization, cultural diplomacy), and threats (political instability, information asymmetry). The research also employs tools of strategic marketing, cultural heritage management, and destination image modelling, supported by qualitative interpretation of communication strategies in tourism promotion.

The findings indicate that territorial branding differs substantially from commercial branding because it must integrate diverse and often conflicting components — tangible heritage, collective memory, local identity, and stakeholder interests. Successful territorial brands are built on authenticity, emotional connection, and consistent storytelling rather than on slogans or visual symbols alone. The research identifies that Ukraine’s existing brand initiatives, despite notable progress since 2005, remain inconsistent and fragmented. The study proposes a seven-stage model of brand formation and implementation: assessment of the current image through SWOT and comparative analysis; definition of content and target audience segmentation; formulation of mission and vision reflecting national identity; selection of tools and communication channels including traditional and digital media; strategic planning integrating heritage-based narratives with modern tourism trends; implementation and monitoring coordinated by a cross-sectoral working group; evaluation and correction of brand efficiency through measurable performance indicators.

The model demonstrates that brand value creation in tourism depends on narrative coherence, historical symbolism, and participatory management. Digital storytelling and visual identity play decisive roles in strengthening emotional engagement and credibility among international audiences.

The originality of this research lies in its comprehensive approach to territorial branding as a synthesis of historical, cultural, and marketing dimensions. It presents branding not merely as a promotional activity but as a cultural and communicative process that shapes collective identity and global perception. Unlike most studies that treat heritage as a static attribute, this paper interprets it as a dynamic resource capable of renewing the symbolic capital of a nation and enhancing its soft power. The proposed framework bridges theoretical understanding with practical implementation, offering a roadmap for transforming Ukraine’s historical heritage into a sustainable competitive advantage. It contributes to international discourse by expanding the conceptual boundaries of destination branding and aligning them with cultural sustainability and identity-based development.

The research concludes that historical heritage serves as a core determinant of destination competitiveness and brand authenticity. Effective territorial branding requires alignment of strategic planning with emotional and cultural dimensions of identity. Integrating tradition and innovation allows destinations to present themselves as living, evolving entities rather than static representations of the past. For Ukraine, the development of a strong heritage-based brand is both an economic necessity and a cultural mission. Such a brand can strengthen tourism flows, attract foreign investment, and project a modern yet authentic image of the country in global markets. The transformation of cultural memory into an economic and symbolic asset not only enhances the attractiveness of regions but also reinforces national self-awareness and international recognition. Territorial branding, thus, becomes a powerful instrument for connecting history with modernity, culture with economy, and place with emotion.