(searched for: doi:10.21303/978-9949-7316-5-7)
Published: 5 October 2020
Financial and credit activity problems of theory and practice, Volume 3, pp 421-431; https://doi.org/10.18371/fcaptp.v3i34.215588
Managing the Tourism brand of Ukraine and positioning a national tourist product into the world markets is a sign of globalization processes that Ukraine is involved in. Branding of Tourism Destination is an important strategic resource of economic developmentof Ulraine. The purpose of this article was: positioning and the need to evaluate brand position and develop its infrastructure; choosing the right priorities in logo design and brand identity; establishment of position’s dependence in world ratings (including tourist competitiveness) and elements of brand infrastructure; assessment of the contribution of the tourism sector in the formation of GNP. In the work demonstrated that the globalization of the tourist market determines not only the mega environment of industrial, economic, financial and administrative operations, but also the high level of competition to attract tourists. It was determined that a new quality and processes of tourism activities can bring to the formation of the national tourist brand, which is built on the symbolization of customer value of tourism resources and territory has a characteristic, respectively, on which the socio-economic and cultural influence of the tourist destination and its attractiveness to potential tourists and export development oriented model of tourism. Suggestions provided to improve the tourism brand of Ukraine and its positioning in the international market for the purpose of creation Tourist Friendly and Safety Destination; the essence of the national tourism brand is regarded as basic element for design, positioning, promotion and perception of national tourism products and the mechanism of growth of tourism in the destination; are given the basic principles of improving of the national tourist brand. The mentioned measures will strengthen Ukraine’s positions in the world rankings, taking into account that, it will also strengthen its positions in the Travel & Tourism Competitiveness Index, as well as increase the investment attractiveness of our country, create a foundation for receiving both direct and multiplicative income from the realization of tourist services. Keywords: tourism, national tourism brand, image, reputation, the system of national tourism brand. JEL Classification D69, F15, H73, L14, R11 Formulas: 0; fig.: 1; tabl.: 6; bibl.: 15.