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The Tourism Image of Region as an Instrument to Manage Its Investment Attractiveness
Bogdan N. M., Sidelnyk V. V.

Bogdan, Nataliia M., and Sidelnyk, Valeriia V. (2019) “The Tourism Image of Region as an Instrument to Manage Its Investment Attractiveness.” Business Inform 3:102–107.
https://doi.org/10.32983/2222-4459-2019-3-102-107

Section: Regional Economy

UDC 332:338.48

Abstract:
The article is aimed at researching the theoretical and practical approaches to the definition and formation of the tourism image of region; identifing the problems influencing formation of a positive image, and developing recommendations on improvement of tourism image in the context of attraction of investments. A theoretical generalization of approaches to defining the category of «image of region» is carried out; a number of factors that impact formation of the image of region is determined; it is proved that they can characterize the investment climate and influence the increase or, conversely, the decline in investment activity. It is substantiated that formation of the tourism image of the region is a pre-created image with the help of existing resources, which forms a positive attitude of consumer with the help of the formed sequential measures. The defining role of local authorities in formation of investment receipts in the region is determined. It is suggested to understand the investment attractive environment as the investment climate, i. e., the formed objective indicators that promote investment revenues and define the level of investor’s readiness for investment. According to the results of research directions of creation and maintenance of a positive tourism image of region in the context of attraction of internal and external investments are developed.

Keywords: tourism image of region, positive image of region, investments, investment attractiveness, factors influencing the investment attractiveness.

Fig.: 2. Tabl.: 1. Bibl.: 10.

Bogdan Nataliia M. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Tourism and Hospitality Management, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Sidelnyk Valeriia V. – Student, Faculty of Management, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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Vazhenina, I. S. “Imidzh i reputatsiya territorii kak osnova prodvizheniya v konkurentnoy srede“ [The image and reputation of the territory as the basis for advancement in a competitive environment]. Marketing v Rossii i za rubezhom, no. 6 (2006): 82-98.
Stelmakh, O. A., and Smykova, M. O. “Chynnyky, shcho vplyvaiut na formuvannia turystychnoho imidzhu rehionu“ [Factors influencing the formation of the tourist image of the region]. Ekonomichnyi visnyk Natsionalnoho tekhnichnoho universytetu Ukrainy «Kyivskyi politekhnichnyi instytut», no. 11 (2014): 430-435.
Turystychnyi imidzh rehionu [Tourist image of the region]. Kharkiv: KhNU imeni V. N. Karazina, 2011.

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