Brand «Moscow» in a global perspective
作者: Marina OchkovskayaValentina GerasimenkoMaria Rybalko
作者单位: 1Lomonosov Moscow State University.
刊名: Transnational Marketing Journal, 2014, Vol.2 (2), pp.99-111
来源数据库: Transnational Press
原始语种摘要: The study investigates the peculiarities of place branding for Moscow. Recently the numbers of foreign tourists visiting Moscow have increased but the majority of them are over 40 years old. Since the population of most Western countries is ageing, this seems to be a conducive trend for Russian inbound tourism. However, it is very important to attract a younger audience and offer them an opportunity to broaden their cultural awareness. Our study focuses mainly on a young audience, from 18 to 28 year olds, and intended to find out how they presently perceive Moscow and then offer a relevant positioning. For younger tourists, Moscow is still undiscovered. This is an opportunity for Moscow as the city is attractive regarding the cultural aspects and young tourists have an appetite for...
全文获取路径: TP  (合作)

  • perspective 透视画法
  • cultural 文化的
  • younger 年轻人的
  • attract 吸引
  • opportunity 机会
  • branding 包装唛头
  • numbers 数目
  • audience 听众
  • offer 供给
  • undiscovered 未被发现