Open AccessTOURIST IMAGE MANAGEMENT AS A FACTOR OF REGIONAL COMPETITIVENESS
Author(s) -
Nataliia Bogdan,
Anastasiia Koncelidze
Publication year - 2020
Publication title -
economic scope
Language(s) - English
Resource type - Journals
ISSN - 2224-6282
DOI - 10.32782/2224-6282/160-17
Subject(s) - tourism , structuring , novelty , image (mathematics) , business , marketing , identification (biology) , regional science , computer science , geography , artificial intelligence , psychology , social psychology , botany , archaeology , finance , biology
The article examines the approaches of determining the tourist image of the region and considers the issues of identifying and structuring the factors that affect the tourist image of the region and its competitiveness in general. The purpose of the article is study about the impact of the tourist image of the region on the competitiveness of the region in the world market. Research, identification and structuring of factors influencing the tourist image of the region and its competitiveness. According to the analysis of approaches to determining the image of the region and the tourist image of the region and focusing on the marketing component of these categories, the image of the region in this article is defined as a comprehensive opinion of the target audience about the region, formed spontaneously or under the influence of special marketing measures. It is proved that an attractive tourist image significantly increases the competitiveness of the territory, emphasizing its unique features and attracting target groups to the region with different interests. High competitiveness is impossible without an effective and widespread image. The article analyzes different views of scientists about the factors of formation the tourist image of the region is carried out, the most significant of them are determined, their structuring by the environment of origin is carried out, consisting of two groups: external factors (macro-environment factors); internal or regional factors (micro-environmental factors). The scientific novelty of research results consists in the further development of concept vehicle, namely, categories “image of region”, “tourist image of region”, the development of the marketing going near determination of factors that influence on forming of tourist image of region. Further prospects of scientific research are determined, which consist in the possibility of bringing the results of scientific work to the level of specific methodological provisions for assessing the tourist image of the region. The given approach at the further scientific developments can be a basis of a methodology of an estimation of tourist image of region for the purpose of use by subjects of tourist activity of all levels, including, regional, local and branch corresponding specialized structures, and also the tourist enterprises and the organizations.