THE ROLE OF MUNICIPAL BRAND MANAGEMENT FOR THE DEVELOPMENT OF SOCIALLY RESPONSIBLE HOTEL AND RESTAURANT BUSINESS
Abstract
The article is devoted to the study of the importance of municipal brand management for the development of socially responsible hotel and restaurant business, which is an important aspect of sustainable development of territories. The relevance of the topic, the purpose and objectives of the study, as well as the methodological approach are defined. The main part of the article covers the theoretical aspects of municipal brand management, including its definition, importance and key elements for the successful development of urban brands. In particular, international practices are considered, which allow comparing different approaches to brand management at the local level. The article examines the relationship between municipal brands and socially responsible business, which is the basis for sustainable community development. It is noted that the municipal brand plays a significant role in shaping the image of the region and increasing its attractiveness to tourists and investors. It is proved that socially responsible business is becoming an important factor in attracting attention to local initiatives and stimulating economic development of the territory. Particular attention is paid to the advantages of cooperation between the hotel and restaurant business and municipalities, which allows not only to increase competitiveness but also to implement socially important projects. Practical aspects of implementing municipal brand management include the creation of joint programs to promote socially responsible business, the use of marketing tools to attract tourists and investors, and innovative approaches to cooperation with local authorities. The case study section provides successful examples of municipal brand management, as well as projects that promote the development of socially responsible hotel and restaurant business. The main results of the study are summarized, recommendations for municipalities on effective brand management and development of socially responsible business are provided, and prospects for the hotel and restaurant industry are identified.
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