Digital visibility and competitive edge: Analyzing the impact of territorial marketing on regional competitiveness

Oksana Nemyrovska; Olena Ievseitseva

doi:10.15549/jeecar.v11i3.1640

Authors

Oksana Nemyrovska Department of Economics, Entrepreneurship and Economic Security, Educational and Scientific Institute of Economic Security and Customs Affairs, State Tax University, Irpin, Ukraine; Department of Cybernetics and Applied Mathematics, Faculty of Finance and Digital Technologies, State Tax University, Irpin, Ukraine https://orcid.org/0000-0003-1955-6132
Olena Ievseitseva Department of Marketing and Communication Design, Faculty of Management and Business Design, Kyiv National University of Technologies and Design (KNUTD), Kyiv, Ukraine https://orcid.org/0000-0001-6079-2968

DOI:

https://doi.org/10.15549/jeecar.v11i3.1640

Keywords:

Internet Presence, Investment Activities, Place Branding, Regional Competitiveness, Territorial Marketing

Abstract

This study explores the relationship between territorial marketing and branding and a country's regional competitiveness and aims to assess the impact of marketing strategies and policies of cities and territories on that regional competitiveness. Two hypotheses are examined. The first hypothesis suggests that improving a city's visibility on the Internet attracts tourists and foreign investors. The second hypothesis highlights the importance of high-quality information content on city websites to enhance competitiveness. The study conducts a comprehensive analysis of European countries to evaluate the impact of territorial marketing on competitiveness. This includes correlation analysis of competitiveness indices, analysis of Google Trends search queries to identify city name search trends, and content analysis of city websites to assess marketing quality. The findings reveal that cities with rich historical and cultural attractions are gaining popularity online, consequently increasing their competitiveness in both the tourism and investment sectors.

Author Biographies

Oksana Nemyrovska, Department of Economics, Entrepreneurship and Economic Security, Educational and Scientific Institute of Economic Security and Customs Affairs, State Tax University, Irpin, Ukraine; Department of Cybernetics and Applied Mathematics, Faculty of Finance and Digital Technologies, State Tax University, Irpin, Ukraine

Oksana Nemyrovska is a Doctoral Student in the Department of Economics, Entrepreneurship and Business Administration, Faculty of Taxation, Accounting and Audit, State Tax University, Ukraine, and an Associate Professor in the Department of Cybernetics and Applied Mathematics, Faculty of Finance and Digital Technologies, State Tax University, Ukraine. Her research interests are strategic management, project management, digitalization technologies for ongoing management, territorial marketing.

Olena Ievseitseva, Department of Marketing and Communication Design, Faculty of Management and Business Design, Kyiv National University of Technologies and Design (KNUTD), Kyiv, Ukraine

Olena Ievseitseva, Ph.D., Assistant Professor and Head of the Department of Marketing and Communication Design, Faculty of Management and Business Design, Kyiv National University of Technologies and Design (KNUTD), Ukraine. Her research interests are service marketing, strategic marketing, marketing research and good behavior.

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