Զբոսաշրջային բրենդ. երկրի դեմքն ու ինքնությունը/Tourism Brand։ The Face and Identity of the Country

Abstract

Countries try to attract tourists through a unique tourism brand. The destination brand can be defined as a name, symbol, logo, or other visual elements that simultaneously identify and distinguish the destination from competitors. The country or tourist destination must have a strong brand identity in order to have a positive image among tourists, and the brand slogan must motivate people to take actions. The brand should best reflect the face and identity of the given country and nation, be impressive, attractive, evoke emotions and feelings among tourists. The paper presents the essence of the brand, some principles of branding, the tourism brands of some countries are analyzed. The psychology of colors in branding and the effect of color on the tourist's perception are discussed. The new tourism brand of the Republic of Armenia is presented, as well as the versions of the brand for the Republic of Armenia developed by the author