Neringos miesto ženklodaros komunikacijos sprendimų analizė

LTStraipsnyje analizuojama ženklodara, kaip vienas svarbiausių paklausą, patrauklumą ir išskirtinumą lemiančių aspektų. Jo kontekste išryškinama mieto ženklodaros svarba ir jos komunikacijos sprendimai. Kokia yra jų raiška ir svarba formuojant Neringos miesto ženklodarą, įvertinama mieste veikiančių turizmo srities atstovų požiūriu. Kaip tik šios srities atstovų veiklos efektyvumui neabejotiną įtaką daro natūraliai susiformavę ar tikslingai, pasitelkiant paveikias komunikacijos priemones, miesto ženklodaros elementai. Jų aktualumas suponuoja miesto ženklodarą analizuoti ir teoriniu, ir praktiniu aspektu. Raktiniai žodžiai: ženklodara, komunikacija, miestas, turizmo srities atstovai, vietovės ženklodara.

ENResearch problem. As Gertner (2011) notes, more than 90 percent area marking solutions are implemented without relying on scientific insights and recommendations. These are numbers that demonstrate the need for research in this area and the scale of the problem. The competitive situation presupposes the need to rely on consistent, strategic decisions, public attitudes and needs when forming the branding of the area. This view is supported by Zenker and Martin (2011), emphasizing that the focus is on the branding strategy, its purpose and the evaluation of the place of application. And how to identify, advise and prepare communication about the uniqueness of places, this often remains a problematic issue. It presupposes to analyze the set goals and tasks as a component of the branding of the area, and to reveal the decisions that most affected communication. Research aim. To analyze Neringa city branding communication solutions. Research methods: analysis of scientific literature and other sources of information, as well as evaluation of Neringa city branding communication using a quantitative research instrument - a questionnaire survey. The theoretical analysis examines the insights of Lithuanian and foreign researchers in order to review, compare and summarize the concept of city branding and communication solutions. In order to assess Neringa's city branding communication, representatives of the tourism sector operating in the city were interviewed. Conclusions. Analysis of literature, scientific sources and research data revealed that colors and visual solutions have a psychological effect on the target audience. With the help of the results obtained from the study, the communication solutions of Neringa city branding will be improved. Keywords: branding, communication, city, tourism representatives, area branding.