TOURISM MARKETING OF UKRAINIAN BAROQUE: AN AUTHOR'S MODEL, STRATEGIES AND PRIORITIES FOR DEVELOPMENT

Abstract

This article presents the author's seven-block model of tourism marketing of Ukrainian Baroque as a competitive tourism product and a constituent of Ukraine's national brand. The study addresses a critical gap in destination marketing theory: the absence of a coherent, evidence-based framework for transforming a culturally specific but geographically dispersed heritage into a unified, internationally competitive tourism product. The research integrates cultural studies, destination marketing, and cultural branding within a single applied framework. The seven blocks of the model encompass: (1) the marketing object – a four-layer Ukrainian Baroque umbrella brand comprising iconic monuments, five territorial clusters, inter-cluster routes, and an event-intangible layer; (2) STP segmentation targeting nine distinct audience groups – from domestic cultural tourists to international diaspora and educational travellers; (3) an integrated portfolio of seven product lines; (4) brand identity and positioning built on the brand essence "Cossack soul of European civilisation"; (5) the 7P marketing mix and Integrated Marketing Communications adapted to heritage tourism conditions; (6) an eight-circle stakeholder architecture; and (7) a four-level KPI system anchored by the composite Heritage Vitality Index (HVI). The diagnostic SWOT analysis revealed systemic communication gaps, fragmented branding, and underutilised digital potential. Seven priority directions for post-war intensification are identified, including branded cluster routes, integrated communication campaigns, festival and music platforms, digital brand layer development, integration into Council of Europe Cultural Routes, professional capacity-building, and post-war reconstruction of tourism infrastructure. The practical value of the research lies in its direct applicability for developing national and regional strategies for promoting Ukrainian Baroque, designing tourism products, and building stakeholder partnerships in the post-war recovery context.