Abstract
The paper analyzes various approaches to defining the definitions of «image» and «environmental image». The differences between the concept of «image» and «reputation» are revealed. The importance of coastal destinations in the development of tourism in the territory of the Republic of Crimea has been determined. The factors influencing the ecological image of coastal destinations are highlighted. They are grouped into six main groups: political; economic; informational; technical and technological; resource and consumer. It has been established that the forms and scales of recreational resource use and resource consumption on the territory of the peninsula do not correspond to the volume and structure of its natural resource potential; insufficient economic and environmental efficiency of recreational activities is often noted. The influence of the ecological aspect on the formation of the tourist image of the Republic of Crimea is analyzed. Еhe main reasons contributing to the formation of a negative ecological image of Crimea are the consequences felt by a tourist and associated with air pollution by emissions of harmful substances from stationary and mobile sources of pollution; unresolved problem of waste collection and disposal; pollution of the Black and Azov Seas with household and industrial wastewater; an increase in the recreational load on the natural complexes of coastal destinations; reduction of beach areas. Also, the formation of the image of the Republic of Crimea is associated with a number of problems caused by the desire of official sources to «embellish» reality and the desire of «well-wishers» to create an image of Crimea as an unjustifiably expensive, dirty and hazardous destination for health. State programs aimed at overcoming the ecological problems of the peninsula are analyzed.
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