TOURIST BRANDING PROJECT OF KHARKIV REGION DISTRICTS: ETHNO-CULTURAL ASPECT

Abstract

Ethno-cultural peculiarities of particular area residents play an important role in the development of tourism. Ethnic heritage of Eastern Ukraine is of particular interest. Due to the development of tourism in Eastern Ukraine an urgent issue in creating brand of Kharkiv region as a whole and its separate parts has appeared. Each Kharkiv region district, undoubtedly, has interesting features that could be used in tourism industry development.

The purpose of the study it is to analyze ethno-cultural tourism resources and tourism brands to determine districts of Kharkiv region.

The article describes the main resources of the ethnic and cultural tourism, their classification according to the internal structure. A group of single ethno-cultural resources, including legends, songs, dances, place names and others has been determined as well as  complex ethnic and cultural resources, including language, religion and beliefs, traditions, local cuisine,etc. It analyzes the activities of organizations involved in supporting development of ethnic and cultural tourism in Kharkiv regions and the city of Kharkiv. Ethnocultural characteristics of Kharkiv region districts have been analyzed. Event-defined resources, objects or places associated with the activity of well-known etnofors may become tourist brand districts of Kharkiv region.

Among the districts of Kharkiv region there are presumed territorial brands associated with monuments and places where well-known etnofors lived or worked. A large number of brands belonging to groups of festivals, fairs and historical monuments have been studied.

Ethnocultural tourism potential in Kharkiv region is significant and diverse, but the actual practice of the local representatives of the tourist business is still focused on the stereotypical types of services and the direction of travels.