The development of Kharkiv tourism brand

Abstract

Under modern conditions of the development of the tourist market, the competition between tourist destinations is increasing, therefore, the factor of tourists’ attraction and the investment is brand. Although Kharkiv has all the necessary resources to become a leader in the development of tourism in Ukraine, the city does not have the correct positioning – the brand. The subject of research of the article is the creation of a tourism brand of Kharkiv. The goal is to create a competitive tourism brand for the city domination at the tourist market, attracting visitors and foreign investment. The objectives are to analyse the concepts of "brand", "territorial brand" and "brand of the city", to define the goals, tasks and functions of the city brand, to describe the features of the city brand development, to analyse the existing Kharkiv brands and to create the new brand of the city. General scientific methods are used, such as systematic approach – to determine the terms, goals, tasks and functions of the city brand, structural analysis – to characterize existing city brands, analytics and statistical methods – to analyze the resource availability, literary method used for all aspects of the article. The following results were obtained: on the basis of the analysis, the concepts of "brand", "territorial brand" and "brand of the city", methods of its development were determined and the new competitive brand of the city of Kharkov was developed. Conclusions: the existing brands of the city Kharkiv do not reflect the whole essence of the place and do not make the city as attractive as possible for tourists; a new competitive entertainment-based brand has been created taking into account all the shortcomings of the previous ones and, therefore, it can be concluded that the new brand can be successful with further use.