Tourism branding policy of the Caucasus countries

Лісовська, Мирослава Миколаївна (2021) Tourism branding policy of the Caucasus countries Міжнародні відносини, суспільні комунікації та регіональні студії (1(9)). pp. 110-124. ISSN 2524-2679

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The article analyzes the formation and development of tourism branding policy in Azerbaijan, Armenia and Georgia. The present paper concentrates on analyzing following programs, such as «Georgian Tourism Development Strategy 2025», «Strategic Roadmap for the Development of Specialized Tourism Industry in the Republic of Azerbaijan» and «Armenia Development Strategy for 2014–2025». The expediency of the formation and direction of the tourism brand was substantiated. It is determined that a tourist brand is the strategy that allows to distinguish a country on a map, to promote her international authority, to compete effectively for the investments and the tourist flows. It is established that the rapid development of tourism in the countries of the Caucasus characteristic of the last decade has determined the importance of tourist branding. During this period, state support for the sector increased significantly, the institutional structure was formed, the identity of tourist brands was developed and approved, and tourism became a priority for the development of national economies. It is established that the main directions of development of tourism branding in the Caucasus are increase of countries recognasibility as tourism brands by reviving advertising and information activities, improving tourism infrastructure, expanding international cooperation in tourism development and forming a positive image in the international arena. The conclusions prove that the formation of the tourist brands is purposefully according to the vision of states of their place in the global world today and the development of the region in the fut ure.

Item Type: Article
Uncontrolled Keywords: branding; tourism; tourism brand; tourism policy; Caucasus countries
Subjects: Це архівна тематика Київського університету імені Бориса Грінченка > Статті у журналах > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Це архівні підрозділи Київського університету імені Бориса Грінченка > Кафедра міжнародних відносин та міжнародного права
Depositing User: Мирослава Миколаївна Лісовська
Date Deposited: 11 Nov 2021 09:47
Last Modified: 11 Nov 2021 09:47

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