TOURIST BRAND AS AN INSTRUMENT OF THE UKRAINE’S IMAGE AND TOURIST OPPORTUNITIES IMPROVEMENT

Abstract

Information about tourist brand as an instrument of the Ukraine’s image and tourist opportunities improvement has been summarized and systematized in the article. The essence of the terms “brand”, “tourist brand of the country”, “tourist brand of the city” has been reviewed. The role of branding in increasing of the territory attractiveness for tourists has been clarified. Information about tourist brands of the countries with the highest rates of tourist flows has been systematized. The semantic concept of the tourist brand of Ukraine, its certain cities and regions has been analyzed.