Methods of formation of the tourism brand of Ukraine as a factor of increasing competitiveness

Abstract

The article discusses the formation of factors affecting the development of tourism in Ukraine, the main components of the national tourism brand, development of market, its infrastructure, the problems of attracting new consumers of tourist and recreational services. The article defines the essence of the concepts “brand”, “tourism brand”; the concepts of “city brand” and “country brand” are defined. The influence of the brand and prerequisites for the development of branding on the management of the image of the country are determined. Methods are proposed, with the help of which the country’s brand can be formed and the domestic tourism market developed.