Імідж та бренд України у контексті комунікативної функції міжнародного туризму
The image and brand of Ukraine in the context of the communicative function of the international tourism

Summary/Abstract: The purpose of the article is to analyze the potential and communicative qualities of the international tourism in forming the positive image of Ukraine and its brand as an attractive tourist region. Methodology. The research methodology is based on the interdisciplinary combination of culturological, anthropological, axiological approaches with the using of tools of systematic and integrated methods. Scientific Novelty. The significance of the communicative potential of the international tourism for the formation of the positive image and brand of Ukraine is characterized and determined. The directions of its development and improvement are highlighted. Conclusions. First of all, in our country, we should pay attention to the development of some practical measures at the individual-psychological level. They will allow us to solve the problem of the negative aspects of tourist communication, concerned the sociocultural adaptation of tourists to avoid cultural shock, to negative impressions about Ukraine. Instead it will give the ability to create its positive image and brand. At the theoretical level, the communicative potential of the international tourism, mainly, in the context of the formation of the national picture and brand, should be analyzed in the context of the following conceptual positions: international cooperation in the development of tourism studies; openness to representatives of various fields of knowledge from different countries; research of the tourist market as a field for the exchanging experience and information; non-profit activities in the area of tourism; studying local and international trends related to the preservation of cultural heritage; involving to international projects in the field of tourism; dissemination to the international audience of knowledge about the traditions and culture of Ukraine; establishment of business contacts with theoreticians and practitioners in the field of tourism; education and self-education, development of cognitive capacities and stimulation of interest in other cultures and their traditions; the formation of tolerance etc.

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