Tourist brand of Vinnytsia region: realities and prospects

Abstract

Introduction. The article explores the tourist resources of Vinnytsia region. The conditions of holding various festivals, excursions and projects are regarded, namely: the International Opera Festival OPERAFEST TULCHYN; the creative space “Merydian Shchedryk” in Tulchyn; the author’s educational project “Excursions for the soul” of Ksenia Churakina, manager of the tourist agency “Viatur Vinnytsia”; the brand-platform “Tourist Vinnytsia”. The advantages of setting an innovative cluster model for the development of regions based on the synergistic effect and the brand image of tourist destinations are analyzed. The purpose of the paper is to study innovative trends in tourism development, the advantages of setting an innovative cluster model for the development of regions on the basis of synergetic effect and the brand image of destinations in the realities of modern Ukraine. Scientific works, materials of periodicals, Internet resources are the methodological and informational basis of the work. Results. The ancient palace and park complexes reflecting different eras make an important part of the historical and cultural heritage of Podillia region. Podillia palaces have always been the focus of the most valuable art collections, a kind of cultural centers. The studies of foreign and domestic scientists-economists show that the effective development of the tourism business is possible providing the functioning of integrated structures. The external growth strategies (horizontal integration, vertical integration, concentric and conglomerate diversification) are implemented through organizational change, which is reflected in various forms of mergers, acquisitions and agreements. The idea of cooperation at the local level can become an important argument that will help to create a tourism cluster. Conclusion. Therefore, the competitiveness of enterprises and organizations increases, as well as the synergistic effect arises precisely through the cooperation of public authorities, scientific and research institutions, tourist agencies, hotel and restaurant complexes, tourist and information centers, transport companies and banking institutions.