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Bojko M., Bosovs’ka M., Ohrimenko A. Refrejming koncepcii’ turystychnogo brendyngu. Visnyk Kyivs’kogo nacional’nogo torgovel’no-ekonomichnogo universytetu. 2021. № 3. S. 62-80.

DOI:  http://doi.org/10.31617/visnik.knute.2021(137)05

UDC 338.48:659.126
JEL Classification: L83, M30, M48, P0

BOІKO Margaryta,
Doctor of Sciences (Economics), Professor,
Head of the Department of Hotel and Restaurant Business
Kyiv National University of Trade and Economics
19, Kioto str., Kyiv, 02156, Ukraine

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ORCID: 0000-0003-0249-1432

BOSOVSKA Myroslava,
Doctor of Sciences (Economics), Professor,
Professor at the Department of Hotel and Restaurant Business
Kyiv National University of Trade and Economics
19, Kioto str., Kyiv, 02156, Ukraine

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ORCID: 0000-0002-6021-5228

Doctor of Sciences (Economics), Associate Professor,
Associate Professorat the Department of Hotel and Restaurant Business
Kyiv National University of Trade and Economics
19, Kioto str., Kyiv, 02156, Ukraine

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ORCID: 0000-0003-0405-3081


Background. The use of innovative tools in various spheres of Ukraine’s tourist sys­tem, including in particular its branding, will provide new development opportunities in the context of the global pandemic COVID-19.
Analysis of recent research and publications has shown that the problems of for­ma­tion Ukraine’s national tourism brand require systematic comprehensive research despite scientific interest and practical necessity.
The aim of the article is to substantiate the peculiarities of reframing concept (from English reframe – to do over, to change) of tourism branding on the basis of the holistic approach.
Materials and methods. The portfolio tools and methods of scientific research such as analysis, synthesis, analytical researches; systematization, decomposition and generali­za­tion were used to substantiate the concept of the national tourist brand of Ukraine, structuring of the process of tourist brand formation, descriptors identification of the brand semantic model.
Results. Scientific hypotheses about the correlation between the share of problem loans in the total volume of issued loans and the ratio of individual macroeconomic indi­cators of the country’s development were suggested; their empirical testing was carried out. The range of proposals, based on the results of this study, was developed. It included res­triction of high-risk balance and off-balance banks credit operations; introduction of the mechanism for mandatory stress testing of credit risk, taking into account key indicators that characterize the level of global misbalances; establishment of a direct relationship bet­ween the level of credit rating of the country and the degree of credit activity of its banks; establishment by the mega-regulator of the critical value of the ratio between the volume of financial assets and GDP; determination of tight credit risk standards, etc. The implement­tation of these proposals will stabilize the situation in global financial markets.
Conclusion. The generated national brand is a means of increasing tourist interest in Ukraine and a prerequisite for the tourist flows growth. The national brand value is not only in the feasibility to create a positive image, increase the benefits of activities in global, regional and national markets, but also in strengthening the country’s position at the inter­national level.
Global economic asymmetries in tourism are not homogeneous, therefore new impul­ses and new quality of tourism can be obtained through the development of the tourism branding concept, which depends on the socio-economic and cultural impact of the tourist destina­tion, its attractiveness to potential tourists and export-oriented development model of tourism.
Keywords: tourist system, tourist brand, branding, brand management, stakehol­ders, efficiency, competitiveness, image.


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