THE ROLE OF ADVERTISING AND PR ACTIVITIES IN PLACE BRANDING CONTEXT (IN THE CASE OF THE DEPARTMENT OF TOURISM AND RESORTS OF AJARA)

GELA MAMULADZE

Doctor of Economics, Professor Batumi Shota Rustaveli State University

Georgia, Batumi

E-mail: Mamuladze.gela@bsu.edu.ge

http://orcid.org/0000-0001-8651-3808

IRINE BERIDZE

PHD Student of Batumi Shota Rustaveli State University

Batumi, Georgia

E-mail: irina.beridze@bsu.edu.ge

http://orcid.org/0000-0001-5645-8633

JEL Classification: M37; M31; Z33

DOI: 10.46361/2449-2604.7.2.2020.18-25

Abstract

In recent years, territorial identity has played a major role in the communication process by which countries, regions and cities are positioned. Consequently, in modern times development of place branding is more important than ever.  A strong place brand and strategy help to increase competition in the market and enhance experience of local population to feel uniqueness of this place. It also helps a country, a city or a community to understand better what type of investors, tourists and migrants to look for and who should be their target segment, builds relationship with business, community and visitors, reflects and inspires the target segment what is this place now and what might be in the future.

The purpose of the work is to research, analyze PR activities and advertising campaigns carried out by the Department of Tourism and Resorts of Ajara and issue recommendations  for the stakeholders those are involved in the development process of place branding  as tourism is one of the significant component of place branding. Ajara, one of the dynamically developing regions in Georgia, has great opportunity to create a place brand that means to increase competitiveness of the region in relation to other regions.

In order to achieve the goal, the paper covers literature analyses from sources such as Google Scholar, Scopus, WOS (Web Of Sci-ence) etc. and the data of advertising campaigns and PR activities by the Department of Tourism and Resorts of Ajara in 2018-2019.

Essence of place branding, brand identity, brand image and brand equity were studied and analyzed in the presented work; pros and cons of advertising and PR were studied and compared as well. There were identified peculiarities of advertising and PR activities in place branding context. Relevant conclusions were made about the role of advertising and PR activities in place brand developing process.

Key words: place branding, public relations, advertising campaign, tourism, image