Tourist brand of Ukraine: analysis and possibility of transformation

Abstract

In the modern world, territories compete with each other, striving for self-affirmation and the choice of such economic structures that will provide them with more reliable positions. In conditions of constant growth of competition, the marketing of any territory, including its branding, is of great importance for comparing geographical locations, geographical locations. In this regard, more and more countries and cities are purposefully engaged in the promotion of their own territories and the formation of a unique brand that determines the tourist attractiveness of a particular area. This trend is characterized by the transformation of tourism into one of the most important sectors in the structure of the world economy. sectors in the structure of the world economy, determining in many cases regional well-being, economic and political stability. well-being, economic and political stability. Growing competition in the field of attracting tourists requires states to introduce new methods and approaches to promotion, including branding of a tourist area. Territorial branding is a strategic process of creating and promoting a unique image and reputation of a certain territory in order to increase its attractiveness, recognition and competitiveness in the international arena. The formation of a tourist brand highlights the main stages, namely: creating a working group, studying the competitive environment, creating an identity and brand image, implementing a new concept, creating and implementing a brand strategy, monitoring effectiveness and adjusting as needed. The tourist brand of a country should reflect its mission and tourism development strategy, as well as take into account the segmentation of consumers of tourist services according to various criteria. In our opinion, the process of forming a territory brand requires coordinated work with the involvement of government agencies and the tourism business.