Place branding in the republic of Austria: the case of Vienna and the role of the Vienna tourist board in creating and developing the city’s brand

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Place branding in the republic of Austria: the case of Vienna and the role of the Vienna tourist board in creating and developing the city's brand

Balashov Dmytro

lecturer of the department of management theory and practice

Faculty of Sociology and Law

National Technical University of Ukraine

Ihor Sikorsky Kyiv Polytechnic Institute, Ukraine

Tourism has an important role to make a city's brand, as tourists are one of the stakeholder groups that can spread information about the city's competitive advantages. It is also necessary to pay attention not only to inbound tourism, but also to domestic tourism. The decision to visit a city is influenced by its attractiveness and image, the availability of interesting locations and objects, the level of infrastructure development, etc. Vienna is among the Top 20 cities in the world in terms of the number of foreign tourists per year [1], according to The Global Liveability Index 2023, it is the world's leader in terms of livability [2], and it is also ranked first in terms of living standards [3]. This result was achieved, among other things, due to the effective functioning of local governments.

The Vienna Tourist Board, a specialized institution, is responsible for the development of tourism and the formation of the city's tourism brand in Vienna. In addition to coordinating urban tourism policy, the Vienna Tourist Board develops and implements a strategy for the development of the city's tourism brand. A special feature of the Vienna Visitor Economy 2025 is the introduction of the concept of a sustainable visitor economy, and "visitors" refers not only to foreign tourists but also to various target groups (domestic tourists, students, employees of local companies, local residents, etc.). Vienna's Visitor Economy Strategy 2025 aims not only to attract tourists, but also to improve the quality of services, infrastructure, etc., which also improves the quality of life of the local community [4]. Thus, the tourism development strategy helps to form not only the city's tourist brand, but also the city's brand for its residents. In the context of the formation and development of Vienna's tourism brand, there are three main areas of focus: promoting interesting places to visit (Place Making & Place Marketing), positioning the city as a convenient location for business and business events (Meeting Destination Vienna), and developing a smart approach to conserving resources for their more rational use in the development of the destination (Smart Solutions) [4]. It is also important to note that the visitor economy is being implemented to create added value for the city, which will be beneficial for business development and the local community. It's also good to mention that 9 out of 10 local residents consider tourism to have a positive impact on the city's development and 9 out of 10 tourists can recommend Vienna as a city to visit [5]. In addition to the implementation of the Vienna Visitor Economy Strategy, an important vector of the Vienna Tourist Board's functioning is the development of the city's brand in general (not just the tourism brand). For example, communication campaigns are regularly developed to popularize the Vienna brand [6].

From the perspecti of creating the city's brand, it is also important to mentioned The Vienna Convention Bureau, which was created as a division of the Vienna Tourist Board to develop the city as a center for organizing business meetings and events, as well as to shape the image of Vienna as the best city for international events [7]. To develop this area, a special fund (Vienna Meeting Fund 2025-2028) has been created to provide co-financing for the organization of such events.

To summarize, the Vienna Tourist Board plays an important role in creating and developing the city's brand and positioning Vienna as a tourist and business center.

References

[1 ] Euromonitor International's report reveals world's Top 100 City Destinations for 2023. Euromonitor International. Вилучено з euromonitor-internationals-report-reveals- worlds-top-100-city-destinations-for-2023

[2] The Global Liveability Index 2023. The Economist Intelligence Unit. Вилучено з https://www.eiu.com/n/campaigns/global-liveability-index-2023/

[3] Quality of Living City Ranking2023.Mercer LLC. Вилучено з

https://www.mercer.com/insights/total-rewards/talent-mobility-insights/quality-of- living-city-ranking/

[4] Visitor Economy Strategy 2025. Vienna Tourist Board B2B. Вилучено з https://b2b.wien.info/en/strategy-brand/tourism-strategy

[5] Visitor Economy Strategy - Shaping Vienna. Vienna Tourist Board B2B. Вилучено з https://shaping.vienna.info/en-us/vision-ziel

[6] Campaign Highlights (Vienna Brand). Vienna Tourist Board B2B. Вилучено з https://b2b.wien.info/en/strategy-brand/vienna-brand/-campaign-highlights

[7] About the Vienna Convention Bureau. Meeting Destination Vienna. Вилучено з https://meeting.vienna.info/en/who-we-are-services/vcb

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