CREATING A TOURIST BRAND AND FORMING THE IMAGE OF A REGION: THEORETICAL-SCIENTIFIC ANALYSIS AND PRACTICAL EXAMPLES
Keywords:
tourist brand, territorial image, destination branding, territorial marketing, sustainable tourism, competitiveness.Abstract
This scientific article provides a deep scientific analysis of the processes of creating a tourist brand and forming a territorial image based on the concepts of modern territorial marketing, sustainable tourism and socio-economic development. During the study, the mechanisms of formation of the territorial image, the role of the tourist brand in increasing the competitiveness of the territory, and the factors affecting its economic and social efficiency were identified. The practical aspects of forming a tourist brand based on international experience and the example of the regions of Uzbekistan were studied, and scientific and practical conclusions were developed. The results of the article are of great importance in improving regional tourism policy.
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