TOURISM BRANDING POLICY OF THE CAUCASUS COUNTRIES
DOI:
https://doi.org/10.29038/2524-2679-2021-01-110-125Keywords:
branding, tourism, tourism brand, tourism policy, Caucasus countriesAbstract
The article analyzes the formation and development of tourism branding policy in Azerbaijan, Armenia and Georgia. The present paper concentrates on analyzing following programs, such as «Georgian Tourism Development Strategy 2025», «Strategic Roadmap for the Development of Specialized Tourism Industry in the Republic of Azerbaijan» and «Armenia Development Strategy for 2014‐2025». It is established that the rapid development of tourism in the countries of the Caucasus characteristic of the last decade has determined the importance of tourist branding. During this period, state support for the sector increased significantly, the institutional structure was formed, the identity of tourist brands was developed and approved, and tourism became a priority for the development of national economies. It is established that the main directions of development of tourism branding in the Caucasus are increase of countries recognasibility as tourism brands by reviving advertising and information activities, improving tourism infrastructure, expanding international cooperation in tourism development and forming a positive image in the international arena.
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