ТЕРИТОРІАЛЬНИЙ БРЕНДИНГ В КОНТЕКСТІ ІНВЕСТИЦІЙНОЇ ПРИВАБЛИВОСТІ ВІТЧИЗНЯНОЇ ТУРИСТИЧНОЇ ДЕСТИНАЦІЇ

Abstract

The article examines the problem of branding of the domestic tourist destination in the post-war period, since the brand creates investment attractiveness, contributes to obtaining a high profit, and ensures the development of the tourist area in the long term. The purpose of the study is to substantiate the complex approach of using tourist branding in the functioning of the domestic tourist destination based on the formation of the concept and implementation of directions for the organization of tourist activities for the investment attractiveness of the territory in the post-war business recovery. The meaning of the term "branding of a territorial tourist destination" is determined from the point of view of the investment attractiveness of the territory. A number of urgent problems at the military stage of the development of tourist destinations, which can be overcome consistently, comprehensively, systematically and with the support of the state, are highlighted. The concept of territorial branding was developed in the context of the investment attractiveness of the domestic tourist destination, the main purpose of which is to create favorable post-war conditions for the formation of an effective competitive tourist market, which will provide expanded opportunities to satisfy the interests of potential investors, the tourist and recreational needs of the population and foreign citizens, increase employment and the level incomes of the population, taking into account the preservation and saving of tourist and recreational resources of the tourist destination. The conditions for obtaining brand status as a domestic tourist destination have been defined. The priority directions for acquiring the desired image of the domestic territory in the post-war period within the marketing of the territory as a tool of territorial branding of the destination were formed. It was concluded that in order to acquire stable competitive positions on the world and domestic tourist markets and be an investment attractive domestic tourist destination, an active state policy, directions which is: protection of interests of producers, investors, rights of tourists, support of domestic and inbound tourism.