POST-CRISIS RECOVERY TOOLKIT FOR THE TOURISM INDUSTRY AT THE REGIONAL LEVEL: TERRITORIAL BRANDING

Introduction. The effective tools for the development search of the region and certain industries, in particular and tourism becomes especially important sn the conditions of the crisis and on the post-crisis recovery path. One such tool is territorial branding, which allows regions to increase their attractiveness and promotes economic growth. Purpose. The article purpose is to carry out a study of the essence and implementation of the rationale for the need to develop and implement territorial branding as a tool for the post-crisis recovery of the tourism industry at the regional level in Ukraine. Method (methodology). It used in order to achieve the goal in the article a number of general scientific methods: the method of theoretical generalization; abstract-logical; comparison. The results. The article emphasizes the need to develop and implement the process of branding the regions of Ukraine based on the assessment of the possibilities of using the potential of the regions to increase their attractiveness. It has been confirmed due to the analysis of numerous scientific studies, the effectiveness of territorial branding as an important tool for the post-crisis recovery of the tourism industry. It has been proven that the need for a comprehensive approach, taking into account the unique characteristics of the regions and cooperation of all interested parties. It was determined that an important part of branding is the determination of strengths and weaknesses, opportunities and threats for each region, which will allow creating a complete picture for further development. The basic principles of territorial branding have been formed. Recommendations have been developed for the implementation of branding strategies that take into account the unique features of each region. The proposed specific measures and tools for the implementation of territorial branding strategies will contribute to increasing the attractiveness of regions for tourists. The need to evaluate the effectiveness of these measures has been proven, that will be carried out through monitoring and analysis of key indicators. The regions competitiveness increase and their economic growth promotion through the development of tourism are the ultimate goals of branding. The importance of cooperation between local communities, business and authorities for the successful implementation of territorial branding is emphasized. Conclusions. Territorial branding is one of the most promising areas of development. Territorial branding allows regions to create unique brands that attract the attention of tourists and investors. The development of branding strategies that will contribute to the economic growth of regions is a key aspect for the tourism industry in Ukraine recovery. It was established the need to develop a clear methodology for adapting successful practices of territorial branding to the conditions of different regions of Ukraine. Discussion. It is placed emphasis on the need to continue searching for ways to increase the effectiveness of mechanisms of interaction between state bodies, local communities and the private sector in the process of branding, which should become the subject of further scientific research in this direction.