Cobranding as a factor of tourist flow to cities

The reorientation of Russian tourist flows to domestic destinations under the influence of the COVID-19 pandemic and the aggravation of the geopolitical situation creates opportunities for expanding the supply in the domestic tourist market. Cooperation between regions and cities in the development and promotion of new tour routes and brands, as well as the joining of new participants to existing formats of joint branding, is becoming relevant. Meanwhile, influence of branding on tourism development indicators in literature is still insufficiently covered, with practically no studies measuring the effects of cobranding cities. The purpose of this study is to explore the impact of the participation of cities in the cobranding association on tourist flows to these cities. The authors focus on the activities of brand managers in creating and communicating city brands, while the tourist flow indicator evaluate the activities results. In the framework of the empirical study, a quantitative comparative analysis of two groups of cities was carried out (group 1 — cities included in the Golden Ring cobranding association, group 2 — cities with similar characteristics, but branded independently). The analysis shows a significant correlation between branding and tourist flows in group 1. At the same time, no such relationship is found for group 2. Thus, the  findings suggest that there is a real influence of cobranding strategies on the tourist flows of cities. The results of the study may be a tool to substantiate the feasibility of cities' participation in cobranding associations, which makes it possible to increase the effectiveness of promoting tourist brands of all participating cities.

1. Aleksandrova, A. Yu. (2015). Integration of event activities in the promotion of tourist destinations on the principles of cobranding. Bulletin of Moscow University. Series 6. Economics, 6, 135–162. http://dx.doi.org/10.38050/01300105201568

2. Bush, O. I. (2015). Concepts and features of an umbrella brand in marketing theory. Bulletin of the Omsk University. Series “Economics”, 1, 61–66.

3. Vlasova, N. Y., & Kulikova, E. S. (2017). Brand alliances and umbrella brand in territory promotion strategies. Manager, 3(67), 40–51.

4. Kovyneva, L. V. (2014). Formation of a territorial brand in Russia. Proceedings of the Irkutsk State Economic Academy, 5(97), 61–68.

5. Muravsky, D. V., & Smirnova, M. M. (2017). Brand alliances in modern marketing theory. Bulletin of St. Petersburg University. Management, 1, 33–68. https://doi.org/10.21638/11701/spbu08.2017.102

6. Khudina, A. S. (2022). Cobranding as a factor of tourist fl ow to cities on the example of the Golden Ring of Russia. Master’s thesis in the field of training 38.04.02 “Management” Educational program “Economics of impressions: management in the hospitality and tourism industry”, HSE.

7. Khudina, A. S. (2022). The role of umbrella branding for historic cities. Report at the IV International Scientific Conference “Visual Anthropology — 2022”. Historical city: actualization of the past in the perspective of the future. Veliky Novgorod September 22–23, 2022, 186–190. https://doi.org/10.34680/visant-2022-186-190

8. Sheresheva, M. Y., Berezka, S. M., & Oborin, M. S. (2018). Creation of a tourist product of small towns. Bulletin of Moscow University. Series 6. Economics, 5, 94–112. http://dx.doi.org/10.38050/01300105201855

9. Chechulin, A. (2022). Technologies of territorial marketing. Territory marketing. How cities and countries attract tourists, new residents and businesses. Litres.

10. Adeyinka-Ojo S., Khoo-Lattimore C., & Nair V. (2014). Cobranding and Collaborative Marketing Engagement in Rural Tourism Destinations: A Conceptual Framework. 13th Asia Pacific Forum for Graduate Students Research of Tourism, 14-16 May.

11. Balakrishnan, M. S. Strategic branding of destinations: A framework. European Journal of Marketing, 43(5–6), 611–629. http://dx.doi.org/10.1108/03090560910946954

12. Bui, T. L. H., & Perez G. S. A. (2010). Destination branding: the comparative case study of Guarn and Vietnam. Journal of International Business Research, 9, 1—11.

13. Cai, L. A. (2002). Cooperative Branding for Rural Destinations. Annals of Tourism Research, 29, 720–742. https://doi.org/10.1016/S0160-7383(01)00080-9

14. Dioko, L. A. N., & So S. (2012). Branding destinations versus branding hotels in a gaming destination — examining the nature and signifi cance of cobranding eff ects in the case study of Macao. International Journal of Hospitality Management, 31(2), 554–563. https://doi.org/10.1016/j.ijhm.2011.07.015

15. Duysters, G., Saebi, T., & Dong, Q. (2007). Strategic Partnering with Chinese Companies: Hidden Motives and Treasures. Journal on Chain and Network Science, 7. https://doi.org/10.3920/JCNS2007.x081

16. Flagestad, A., & Hope, C. A. (2001). Strategic success in winter sports destinations: A sustainable value creation perspective. Tourism Management, 22(5), 445–461. http://dx.doi.org/10.1016/S0261-5177(01)00010-3

17. Florek, M., Hereźniak, M., & Augustyn, A. (2021). Measuring the eff ectiveness of city brand strategy. In search for a universal evaluative framework, Cities, 110, 1–14. https://doi.org/10.1016/j.cities.2020.103079

18. Ochkovskaya, M., & Gerasimenko, V. (2018). Buildings from the Socialist Past as part of a City’s Brand Identity: The case of Warsaw. Bulletin of Geography. Socio-economic Series, (39), 113–127. http://dx.doi.org/10.2478/bog-2018-0008

19. Haugland, S. A., Ness, H., Grønseth, B.-O., & Aarstad, J. (2011). Development of tourism destinations: An integrated multilevel perspective. Annals of Tourism Research, 38(1), 268–290. http://dx.doi.org/10.1016/j.annals.2010.08.008

20. Helbrecht, I. (1993). Innovation Stadtmarketing: Ausverkauf des Politischen oder Demokratisierung der Planung? Wissenschaftliche Zeitschrift, Hochschule für Architektur und Bauwesen Weimar, 39, H. 1/2, 151–155. https://doi.org/10.25643/ъbauhaus-universitaet.1129

21. Liang, A. (2017). Assessing the impact of cobranding of island destination and tourism activities on tourists’ reactions. Current Issues in Tourism, 20(5), 536–551. https://doi.org/10.1080/13683500.2014.946476

22. Maines, R. (1987) Tourism and museums. History News, 42 (4), July / August, 5.

23. Marzano, G. (2008). Power, destination branding and the implications of a social network perspectives. In N. Scott, R. Baggio, & C. Cooper (Eds.), Network analysis and tourism: From theory to practice, 131–144.

24. Mikulic, J., Milicevic, K., & Krešić D. (2016). The relationship between brand strength and tourism intensity: Empirical evidence from the EU capital cities. International Journal of Culture, Tourism and Hospitality Research, 10(1), 14–23. https://doi.org/10.1108/IJъъCTHR-06-2015-0054

25. Morrison, A., & Anderson, D. (2002). Destination Branding.

26. Mueller, A., & Schade, M. (2012). Symbols and place identity: A semiotic approach to internal place branding — case study Bremen (Germany). Journal of Place Management and Development, 5(1), 81–92.

27. Niininen, O., Hosany, S., Ekinci, Y., & Airey, D. (2007). Building a place brand: A case study of Surrey Hills. Tourism Analysis, 12(5–1), 371–385. http://dx.doi.org/10.3727/108354207783227894

28. Okello, M. M., & Novelli, M. (2014). Tourism in the East African Community [EAC]:

29. Challenges, opportunities, and ways forward. Journal Article, Tourism and Hospitality Research, 14(1/2), 53—66. https://doi.org/10.1177/1467358414529580

30. Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback eff ects. Journal of Marketing Research, 33(4), 453–466. https://doi.org/10.2307/3152216

31. Park, D. B., & Nunkoo, R. (2013). Relationship between Destination Image and Loyalty: Developing Cooperative Branding for Rural Destinations. National Academy of Agricultural Science, 4–6.

32. Pechlaner, H., Raich, F., & Zehrer, A. (2007). The Alps: Challenges and potentials of a brand management. Tourism Analysis, 12(5–1), 359–369. https://doi.org/10.3727/108354207783228000

33. Pike, S. (2005). Tourism destination branding complexity. Journal of Product and Brand Management, 14(4), 258–259. https://doi.org/10.1108/10610420510609267

34. Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857–866. https://doi.org/10.1016/j.tourman.2008.12.007

35. Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202–227. https://doi.org/10.1016/j.tourman.2013.09.009

36. Salim, W., & Negara, S. D. (2018). Infrastructure Development under the Jokowi Administration: Progress, Challenges and Policies. Journal of Southeast Asian Economies, 35 (3). Special Issue: The Indonesian Economy in Transition: Policy Challenges in the Jokowi Era and Beyond (P. II), 386–401.

37. Shafranskaya, I., & Potapov, D. (2014). An empirical study of consumer-based city brand equity from signalling theory perspective. Place Branding and Public Diplomacy, 10(2), 117–131. https://doi.org/10.1057/pb.2014.7

38. Tasci, A., Guillet, B. D. (2011). It aff ects, it aff ects not: A quasi-experiment on the transfer eff ect of cobranding on consumer-based brand equity of hospitality products. International Journal of Hospitality Management. INT J HOSP MANAG, 30, 774–782. https://doi.org/10.1016/j.ijhm.2010.12.009

39. Wernerfelt, B., & Montgomery, C. (1988). Diversifi cation, Ricardian Rents, and Tobin’s q. RAND Journal of Economics, 19, 623-632. https://doi.org/10.2307/2555461

40.