Tourist branding in the concept of forming and increasing the tourist attractiveness of regions

Abstract

Purpose. The article is devoted to determining the peculiarities of territorial branding in the hospitality and tourism industry in the context of socio-economic transformations. The focus of the study is on the theoretical and practical aspects of the formation and development of the tourism brand of the regions in order to form a positive, attractive tourist image of our country and the development of tourism in the nearest future.

Results. The work reveals theoretical and methodological approaches to the formation of tourist brands of the territory. The current concepts of the tourism brand of regions and places of the country are analysed; The potential of tourism as a driver of economic renewal and social and cultural sphere of the state has been revealed. The examples of successful brand identity of several foreign and domestic places around the world are considered, and the components of successful territory branding are identified, which may be used for the identity, slogans and promotion strategy. Typical components used in the SWOT analysis of the tourism brand and image of territories are presented.

Scientific novelty. Conceptual approaches to the processes of forming tourist branding and tourist attractiveness of regions have been improved. The strategic advantages of managing a tourism brand are identified. The process of promoting a country’s tourism brand must be comprehensive, covering various areas and communication channels. A brand must be inspiring in order to immediately appeal to and create lasting emotional attachment in all those who visit, have visited or are only planning to visit a particular area. In the further strategic development of the tourism brand of the territory, it is necessary to embrace the national identity, transfer the cultural and historical code of the territory to the warehouse identity, slogan and visualisation of the tourism brand.

Practical value. The creation of a successful tourism brand can convey the interests of all involved parties and create a clear set of attributes for the brand of the territory, which will be the basis for generating positive messages about the territory. Vectors of popularisation have been developed for the upcoming war-time national tourism brand in order to renew the positive tourism image of Ukraine as a safe and diverse attraction on the tourist map of the world. Promising vectors of tourism branding have been substantiated, which can be used as a driver for the post-war recovery of the tourism industry and the formation of a positive tourism image of Ukraine in the global tourism arena.