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INTRODUCTION
In recent decades, cities with significant tourism potential have faced a number of challenges related to sustainable development and tourist flow management. With globalization and an increasing number of travelers, traditional mass-flow tourism models are becoming increasingly ineffective and even harmful to local communities, ecosystems, and cultural heritage. In this regard, there is a need for a strategic rebranding of cities, which will not only preserve their uniqueness, but also ensure sustainable development in the long term.
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1. THEORETICAL FOUNDATIONS OF SUSTAINABLE TOURISM AND THE REBRANDING OF OVERTOURISTED CITIES
1.1. Branding of a modern city as a tourist center
Branding territories as a field of scientific and practical research is a relatively new area of modern marketing. This article provides a brief overview of the experience of promoting cities. Special attention is paid to the issue of tourist positioning of territories on the international market.
Branding is a set of marketing measures for the selection, formation and consistent promotion of a system of rational, functional and emotional attributes of an enterprise, product or service united by a trademark, to its target market, which (in the opinion of the company"s management) are significant for the target consumer and meet his needs or consumer expectations in the best way. [11.216]
The concept of a "city brand" predated the concept of a "country brand" or a "region brand" (Kavaratzis, 2008). The world"s first territorial branding projects were urban: in the Old World, resort towns (XVIII - early XIX centuries), in the New World, US cities that arose during periods of rapid development of a new territory [Ward, 2004, p.187-190; Vizgalov, 2008, pp. 15-16].
The first projects of integrated regional and country branding began to appear in the second half of the 20th century. The brand cult penetrated into the field of urban marketing through two business channels: inbound tourism and the export of local goods and services. Travel companies were probably the first to use the expression "city brand" [Anholt, 2010, p. 2]. This is not surprising, since tourism is a business and tourism marketing is closer to the corporate environment in which the concept of brand was born.
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REFERENCES
1. Ajuntament de Barcelona (2017), Barcelona Tourism for 2020: A Collective Strategy for Sustainable Tourism, Barcelona.
2. Avond, G., Bacari, C., Limea, I., Seraphin, H., Gowreesunkar, V., Mhanna, R. (2019). Overtourism: a result of the Janus-faced character of the tourism industry. Worldwide Hospitality and Tourism Themes. 11. 552-565. 10.1108/WHATT-06-2019- 0039.
3. Benner, M. (2019). From overtourism to sustainability: A research agenda for qualitative tourism development in the Adriatic. Heidelberg University, MPRA. Paper № 92213. URL: https://mpra.ub.uni-muenchen.de/92213/
4. Butler R.W. Dodds Rachel Overcoming overtourism: a review of failure // Tourism Review. 2022. 77 (1), pp. 35-53. DOI 10.1108/TR-04-2021-0215
5. Bohac A., Drapela E. Overtourism Hotspots: Both a Threat and Opportunity for Rural Tourism // European Countryside, Sciendo. 2022. 14 (1), рр. 157 - 179. DOI 10.2478/euco-2022-0009.
6. Capocchi, A., Vallone, C., Pierotti, M., & Amaduzz, A. (2019). Overtourism: A Literature Review to Assess Implications and Future Perspectives. Sustainability, 11(12), 3303. doi: 10.3390/su11123303
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