Comprehensive Assessment of the Influence of Factors on the Attractiveness of a Country’s Tourism Brand - A Model Approach

Abstract

The tourism industry is one of the priorities. Each country in a represented tourism industry reflects its unique natural resources and cultural and historical heritage. These components are used to form a tourism brand. Thus, to assess a tourism brand, it is necessary to use a comprehensive methodology aimed at defining the impact of factors on the attractiveness of the tourism brand, which allows to analyze and identify those factors that positively and negatively affect the level of tourism brand and need strengthening or leveling. The issue is becoming increasingly important in the field of tourism. Given these facts, the article aims to develop a scientific and methodological approach to modeling the assessment of the impact of factors on the attractiveness of a country’s tourism brand and formulate recommendations for improving a country’s tourism brand management. The construction of the model is based on the analysis and calculation of statistical data using the method of calculating the integrated indicators. Based on the study, the components have been analyzed, and integrated indicators for assessing the impact of factors on the attractiveness of the country’s tourism brand have been calculated. The appropriate methodology has been tested in the case of Ukraine.