РЕПУТАЦІЙНИЙ МЕНЕДЖМЕНТ НАЦІОНАЛЬНОЇ ТУРИСТИЧНОЇ ДЕСТИНАЦІЇ

Abstract

The article considers the definition of reputational management of a tourist destination, the development of a national tourist destination on the world stage and raises the issue of the process of forming reputational management for a national destination. A tourist destination unites market players who form a network with their identification in the market. The reputation of a tourist destination directly proportionally influences the formation of the tourist flow and, accordingly, economic revenues. Currently, the reputation of the regional national tourist destination has weaknesses. In addition to the imperfect political and economic situation, there is a lack of effective tourism strategic planning, insufficient brand promotion and, as a result, unrecognizability, regional fragmentation and lack of integrity. This is evidenced by the level of Ukraine's index of competitiveness in the world market - 78th place out of 140 in 2019. From this we conclude that the reputational management of a regional tourist destination is quite low and uncompetitive, despite the rich potential and resources of the country. destinations on the tourist map of the world than European tourist destinations. That is why the reputation management of a tourist destination needs to be improved at all levels. With effective reputation management of a tourist destination, a strategic vision is formed; investment revenues are attracted in new business projects, in tourist infrastructure, in new events; jobs are created. This is achieved through the creation of a core organization that can bring together government officials, stakeholders and professionals. Its priorities are: influencing the formation of reputation through elements of branding and image, research, analytics, services and tourism products, service quality management, the creation of tourist information centers and points with an understanding of the principles of hospitality and customer service taking into account the wishes, creation unique tourism products, digitalization and innovation, media relations and Pr-communication.