Tourist-Resource Potential as the Basis for the Successful Image of the Region (for Example, Odessa and Zaporozhye Regions)

I. Fedotov

Abstract


Methodology of research. In the course of the research, the method of analysis of documentary sources, the analysis of statistical data, as well as expert interviews were used.

Results. The regions studied are characterized by a powerful image potential on the basis of available tourist resources - both natural and anthropogenic, and historical and cultural. Valuable recreational areas are the coastal area of the Berdyansk district with its healing mud, the Kuyalnitsky liman, as well as the natural reserves of the two regions, all of these resources play an important role in creating or changing the image of the regions. However, the tourist infrastructure of these areas was formed according to outdated standards and requires faster modernization by attracting powerful investors and connoisseurs in the field of advertising and PR technologies in order to create an appropriate image for existing tourist destinations. The study revealed that for historical and cultural, more specific legislative support from the authorities and a change in the state financial policy in relation to objects of cultural heritage were needed, which would undoubtedly contribute to the comprehensive disclosure of the tourism potential of these regions and the creation of their positive image. All these measures would help Ukraine to reach one tourist level with other leading world powers, because the country's potential is enormous and, on some issues, has practically no analogues.

Novelty. Within the article it was traced that this subject was considered insufficiently and mainly from interdisciplinary positions. From this, we can conclude that there were almost no special studies of the reported problem within these regions.

Practical significance. Research results can be used for development measures for the formation of an effective and effective image of certain regions, namely, Zaporozhye and Odesa.

Key words: tourist-resource potential, regional image, image attractiveness, natural-man-made and historical and cultural resources.


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