TERRITORIAL BRANDING AS A FACTOR IN DEVELOPING THE TOURIST POTENTIAL OF A REGION

Tkacheva D. S.

The article examines territorial branding as an effective tool for increasing the tourist attractiveness of regions. The author focuses on the importance of forming a positive image and a unique territorial brand to attract tourists, investments and develop the local economy. It is emphasized that the perception of the territory — both inside and outside the region — plays a decisive role in tourist positioning. The study shows that a territorial brand is not only a marketing tool, but also a resource capable of increasing investment attractiveness, strengthening the subjectivity of the region and forming its sustainable competitive advantage. In conclusion, the role of territorial branding in revealing the tourist potential is substantiated, which is understood as a set of resources, conditions and opportunities that, with a strategic approach, can turn into a full-fledged tourist product.

Keywords:tourist attractiveness, territorial branding, image, region, competitiveness