TOURISM BRAND DEVELOPMENT AND THE FORMATION OF REGIONAL IMAGE
Keywords:
tourism branding, regional image, destination marketing, territorial competitiveness, sustainable tourism, place branding.Abstract
This article examines the theoretical and practical aspects of tourism brand development and its role in shaping a positive regional image. The study analyzes the mechanisms through which a strong tourism brand contributes to regional competitiveness, investment attractiveness, and sustainable socio-economic development. Particular attention is paid to branding strategies, stakeholder involvement, and the integration of cultural and historical resources into regional branding. Based on international and national practices, the article substantiates the importance of systematic brand management in enhancing the perception and recognition of regions in domestic and international tourism markets.
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