The Brand of the Town Territory in the Context of Strategic Management of the Tourism Sphere

The relevance of the research topic is due to the comprehensive approach to assessing the brand of the town's territory from the point of view of strategic tourism management. Nowadays, in the face of growing competition, it is necessary to determine the potential tourist attractiveness of the town, creating a favorable organizational, legal and economic environment for the development of this industry. The purpose of the study is to determine the main approaches to the assessment of the tourist brand in the town Mukachevo. To obtain the results of the study, the general theoretical and special methods of economic research have been used: historical, analysis and synthesis, statistical-economic, abstract-logical, forecast-analytical and others. The issues of development of tourist destination with the aim of assessing town branding have been considered in the article; with the help of the iteration method, SWOT-analysis, the programtarget aspects of tourism management in the town Mukachevo have been determined; the formation of the brand of the town Mukachevo from the point of view of the set of basic values has been analyzed; the relationship between strategic, operational goals and tasks in the context of tourism development in the town Mukachevo have been assessed for further development of the town's image. Measures to increase tourism development in the town Mukachevo have been proposed. This made it possible to determine the expected results from the implementation of the tourism development strategy of the town Mukachevo for the future. That is why practical suggestions for business development in the tourism sector of Mukachevo town have been provided. This will strengthen the integration assessment of the tourist potential of the town Mukachevo on the promotion of the brand territory. Further research needs improving the methodology of brand rating of the territory from the point of view of competitiveness.