New Approaches to the Branding of Tourism Destination

摘要

The article deals with the content and stages of research of tourist destination image, They include the identification and study of factors of geospatial image of the territory, the priority image-forming objects selection, the formation of the rating and the search for variants of visualization and verbal characteristics of geospatial image of the territory. The approaches to the branding new tourist destinations on the basis of integration of natural, socio-cultural and mental-mythological geospatial images of the territory are defined. The group of natural images includes objects of natural heritage, unique natural phenomena, especially protected natural territories, pic-turesque natural landscapes, etc. The sociocultural images are formed on the basis of objects of cultural heritage, traditions, cultural events, rituals, ethnic cuisine, literary, artistic, cinematic works, etc. The mental-mythological images are based on myths, legends, tales, objects of esoteric practices of the territory. The technique of branding was tested on the example of Tarhankut as a new tourist destination of the Crimea.