ФОРМУВАННЯ НАЦІОНАЛЬНОГО БРЕНДУ В УМОВАХ ВІЙНИ ТА НОВІ МОЖЛИВОСТІ ЕКОНОМІЧНОГО РОЗВИТКУ УКРАЇНИ

Abstract

Objective. The article is devoted to the disclosure of the peculiarities of the formation of the national brand in the conditions of war and new opportunities for the economic development of Ukraine. The main principles of the formation of the national brand of Ukraine in modern conditions and the influencing factors on its development are determined. Methodology. To solve the set tasks, the relationship between the influence of the "soft power" rating and awareness of Ukraine throughout the world is justified, and new opportunities for the economic development of Ukraine in the conditions of war are proposed. Results. In order to solve the tasks, the following was investigated: the economic dynamics of some indicators of the activities of the participants of the tourist market and their relationship with the formation of the national brand in the conditions of war; the dynamics of tax revenues from the tourism industry, as well as the role of participants in the tourist services market in the context of the "experience economy". On the basis of the conducted SWOT analysis of tourism in Ukraine, in the context of the "economy of impressions", the authors offer practical recommendations, the implementation of which will ensure obtaining new opportunities for the economic development of Ukraine in the conditions of war. Scientific novelty. The authors propose to develop an advertising prospectus «PRALISY: ATLAS OF UKRAINE» which has not been done before, the popularization of which by participants of the tourist services market will provide new opportunities to restore people's mental health, a higher level of emotional satisfaction from received tourist services, as well as new economic development of Ukraine in the context "economy of impressions". Practical significance. The formation of the national brand of Ukraine in the conditions of war determines the search and implementation of innovations in the activities of tourist enterprises. One of such innovations is the advertising prospectus «PRALISY: ATLAS OF UKRAINE» by the authors for the development of new tours and their practical implementation, which will certainly lead to new opportunities for the economic development of Ukraine.