ІМІДЖ ЯК ІНСТРУМЕНТ ФОРМУВАННЯ КОНКУРЕНТНОЇ СТРАТЕГІЇ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

Abstract

The article deals with the specifics of forming and diagnosing the image of a tourist enterprise. Considers the image as a strategic management tool aimed at ensuring a high level of competitiveness of an enterprise. In the context of competitive advantages, the goals, characteristics and principles of creating and correcting the image of a tourism enterprise are considered. The article substantiates the methodology of complex image evaluation, which reflects the attitude of different contact groups to the tourist enterprise, reveals the motives for their interaction. The methodology involves the scoring of the image by certain parameters and the calculation of the integral index, which comprehensively allows characterizing the image strategy of a company and comparing it with others in the chosen field of activity.