Ukraine tourist image forming: organization of national tourist product promotion to the global market

Karabaza, Irina and Карабаза, Ірина Анатоліївна and Карабаза, Ирина Анатольевна and Shapovalova, Inessa and Шаповалова, Інесса Вадимівна and Шаповалова, Инесса Вадимовна (2018) Ukraine tourist image forming: organization of national tourist product promotion to the global market. Вісник Донецького університету економіки і торгівлі імені Михайла Туган-Барановського, 2 (69). pp. 77-86. ISSN 2079-4819

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Abstract

Objective. The objective of the article — to substantiate the possibilities of forming the tourist image of Ukraine within the world tourism market. Methods. The following methods are used: methods of analysis (while studying the peculiarities of the organization of national tourist product promotion in different countries), synthesis (while generalizing the facts of the formation of the Ukrainian negative tourist image within the world market), benchmarking analysis (while developing directions for promoting the tourist product of Ukraine to the world market in order to form tourist image of Ukraine). Results. The successful organization of the national tourist product promotion to the world markets forms the image of the country and its tourist facilities, informs about the competitive advantages of the country tourist product, fosters the contributions to the national budgets and GDP growth. According to the results of the study, it has been found that the negative tourist image in Ukraine was formed in the last four years. It reduces the tourist flow to the country, as there are always high risks of personal danger to visitors, as well as the lack of progress in the area of the information policy development, the lack of determining the core tourist competitiveness competencies of Ukraine, the lack of modern tourist image in conditions of military actions in the East of Ukraine, the lack of encouragement of green or agrarian tourism development, the lack of successive image advertising companyof the country tourist product leads to the fact that even the participation of the country in global international events — «Euro-2012» and «Eurovision-2017» — as the host party changes nothing in the perception of the country in the world tourism market as one of the prospective players. In the course of the study, the directions of the Ukrainian tourist product promotion to the world market in order to restore the tourist image of Ukraine have been proposed. The practical significance of the results obtained is the possibility of their use in developing the marketing strategy of the state in the field of tourism in various segments of the world market.

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