PRINCIPLES OF FORMING A STRONG TOURIST BRAND

Dovzhik Valery Nikolaevich, Dovzhik Galina Vladimirovna, Musatova Sima Andreevna

The article interprets the concepts of a tourist brand and the strength of a tourist brand, which is considered as a total index that includes indicators such as awareness, perceived quality, associations, and loyalty. The article presents the content characteristics of the indicators. It also provides an example of calculating the specific numerical value of the strength of the tourist brand in Tula. The article formulates the principles for creating a strong tourist brand.

Keywords:tourism brand, strong tourism, indicators of a strong tourism brand, substantive characteristics of a strong tourism brand, principles of forming a strong territorial brand.