TOURIST IMAGE OF THE REGION AS A FACTOR OF COMPETITIVENESS AND INVESTMENT ATTRACTIVENESS OF THE TERRITORY

Abstract

The article is devoted to the study of the touristic image of the region as a factor of investment attractiveness and economic development of the territory. The article deals with the analysis of scientific works of Western, Russian and Ukrainian scholars. It has been revealed that the scientific works usually contain analysis of the phenomenon of the image of the region in the political, economic, geographical, social and marketing sphere and the TIR problem itself has not been illuminated properly. The category of the region is defined in our understanding and the principles which it is advisable to take into account for the creation of a culturalimage characteristic of the territory are specified. It is shown how the tourist identity of the region contributes to the fact that one or another territory is respected not only by the consumers of the tourist product, but also by businessmen and investors who seek to visit, work and even live on it; as TIR positively affects the level of consciousness of society as well as the level of its aesthetic and environmentaleducation