The Tourism Image of Region as an Instrument to Manage Its Investment Attractiveness

Abstract

The article is aimed at researching the theoretical and practical approaches to the definition and formation of the tourism image of region; identifing the problems influencing formation of a positive image, and developing recommendations on improvement of tourism image in the context of attraction of investments. A theoretical generalization of approaches to defining the category of «image of region» is carried out; a number of factors that impact formation of the image of region is determined; it is proved that they can characterize the investment climate and influence the increase or, conversely, the decline in investment activity. It is substantiated that formation of the tourism image of the region is a pre-created image with the help of existing resources, which forms a positive attitude of consumer with the help of the formed sequential measures. The defining role of local authorities in formation of investment receipts in the region is determined. It is suggested to understand the investment attractive environment as the investment climate, i. e., the formed objective indicators that promote investment revenues and define the level of investor’s readiness for investment. According to the results of research directions of creation and maintenance of a positive tourism image of region in the context of attraction of internal and external investments are developed.

Keywords

• tourism image of region
• positive image of region
• investments
• investment attractiveness
• factors influencing the investment attractiveness