NATIONAL BRAND AS A INDICATOR OF SOCIO-ECONOMIC DEVELOPMENT IN UKRAINE

Abstract

Objectives. The article is devoted to the disclosure of the essence of national brand as one of the indicators of social and economic development of Ukraine. The basic means that contribute to the formation of a higher level of efficiency of the national economy and popularization of Ukraine in the international market are determined.Methods. To solve the problems the importance of Ukraine's participation in exhibitions and fairs is justified, as well as developing a promotional tourist ticket is suggested.. This will make it possible to better promote the national brand of Ukraine as a tourist country, to provide a higher level of awareness of foreign consumers about the offerings of tourism services market participants.Results. The main aspects and elements of the national brand, its indicators that influence the socio-economic development of Ukraine are investigated in this scientific article. The author of the article revealed some factors that could create problems in building a national brand of Ukraine. The author proposes to expand the promotional tourist ticket and implement a pilot project on its practical use, that is fundamentally new, which was not before,. This will ensure greater incidence of foreign tourists in Ukraine and will be able to purchase tourist services. The introduction of a pilot project on the use of promotional tourism tickets will increase the demand for travel services also on the domestic market of Ukraine.Scientific novelty. The development of a promotional tourist ticket, identification of its types, harmonization of payment forms and price policy formation, and the list of tourist objects for display will positively influence the formation of the national brand of Ukraine and will determine the higher level of its socio-economic development.Practical significance. The introduction of proposed practical measures and the creation of coordinated marketing communication processes between the participants of the tourist services market and government structures will provide a higher level of attractiveness of the Ukrainian national brand. This will allow to gain new competitive advantages in the social and economic development of Ukraine and to create a more favourable tourist image of the world.