TOURIST IMAGE OF THE TERRITORY: PROBLEMS OF FORMATION, MANAGEMENT AND DEVELOPMENT

Abstract

Abstract. The article highlights the main approaches to determining the tourist image of the territory, namely: marketing, branding and psychological approach. The main stages of the formation of the tourist image of the territorial-state entity have been proposed. It has been proven that the effectiveness of forming a positive tourist image is influenced by a number of social and organizational factors that determine the number of tourists in the region, in particular, the main and secondary resources, as well as stimulating and restraining factors of tourism development. The main stage in the formation of the image of the territory and, at the same time, a necessary condition for its further advancement is systematic research of the target audience. That is why we have suggested an algorithm for studying the attitude of consumers of a tourist territorial product to the image of a territory. In order to identify the main competitive advantages and key success factors of the city of Kharkiv, a study has been conducted, the results of which make it possible to identify the factors that increase and decrease the competitiveness of the city of Kharkiv in both the Ukrainian and international tourist and recreational services markets. In the course of the research, factors that influence the marketing of the territory have been evaluated. In most cases, the use of factors influencing the marketing of the territory are: marketing research; tourist image; performance of local governments; increasing competition between cities in terms of their attractiveness for the placement of new enterprises, residents, tourists; attracting residents to address specific city development issues; the restructuring of the economy in connection with the transition to new technologies. As the study has shown, all these factors have an impact on the marketing of the territory and the competitiveness of the city. However, the most significant factors are tourist image and marketing research. The technology of strategic management of the image of the tourist territory is presented; it consists of five stages: diagnostics of the existing image of the territory, setting goals, formation of the image strategy, development of an action program, implementation and monitoring. It has been proved that through the use of tools of territorial marketing, it is possible to solve such tasks as: to form and improve the image of the territory; to increase the prestige and competitiveness of the territory; to increase consumption of services and resources; to satisfy the customers’ needs; to increase the level of popularity of the territory; to increase investment attractiveness.

Keywords

• імідж
• туризм
• туристичний імідж
• маркетинг територій
• маркетингові технології
• управління
• розвиток
• конкурентоспроможність