КЛАСТЕР ЯК ІНСТРУМЕНТ ПРОСУВАННЯ ТУРИСТИЧНОГО БРЕНДУ РЕГІОНУ

Abstract

The role of clusters for regional tourism, the stages of cluster formation and its advantages are considered. Business clustering contributes to raising awareness of the travel destination and enhancing branding through a combination of knowledge and resources. With the formation of a cluster, it is possible to increase the success of the regions by spending on tourism and visiting tourists. The purpose of the article is to find out how the tourism business in the regional direction can progress at the stages of cluster formation. Find out what contributes to the branding of the tourism business, significantly develops the tourism industry and contributes to the management know-how of cluster formation. It is noted that the creation of the cluster will improve the tourism brand of the region. The cooperation of stakeholders in the tourism business in promoting the branding of territories has been investigated and their effectiveness in various tourism destinations has been revealed. A cluster approach is proposed for regional tourism enterprises to create a tourism cluster using a step-by-step guide method. Business clusters can be implemented from the top down by regional authorities, or from the bottom up by a group of enterprises. A business cluster is directly guided by groups of enterprises and does not require public support; it has broader regional implications. Bottom-up clusters support intangible qualities better. A bottom-up approach is the most appropriate clustering style. However, even with in-depth research, there is still a significant lack of information about the formation of a cluster or the creation of a business cluster. It was revealed that the formation of the cluster at different stages made it possible to unite the enterprises of the tourism industry and improve the branding of the region through the creation of an event. The formation and functioning of a business cluster is a successful cooperation of stakeholders. Cooperation and clustering of the tourism business determines the management of tourist destinations and is the goal of improving cooperation between the subjects of the tourism market and government bodies in the region.