USING COLORS IN NAMES FOR INDICATION TOURISM TYPES

Abstract

Purpose. The purpose of this study is to describe the types of tourism, to indicate which color names are used, to analyze the prospects of their development for the Lviv region, and justify the feasibility of introducing a new type of tourism for the Lviv region using the color names “red” and “black”, which are symbols of the OUNR and components of their revolutionary flag. Design/methodology/approach. The goals set in the study were solved using the following general scientific methods: – methods of synthesis and analysis (in the study of various types of tourism to denote which color names are used. This allowed to connect the types of tourism with the association of tourists with a particular event (red tourism), place of travel (green, white, blue tourism), the tourist's desire to get strong impressions or emotions (black tourism), a certain category of tourists (pink and grey tourism) or as a field of research aimed at protecting the tourist heritage from any forms of crime and danger (yellow tourism)); – methods of systematization, theoretical generalization, and abstraction (in formulating conclusions and generalizing the obtained scientific results). Based on the dialectical approach, the article comprehensively discloses the provisions on black, white, red, green, pink, grey, blue, and yellow types of tourism. This allowed expanding the understanding of how promising these types of tourism are for the Lviv region. Findings. The article describes the following types of tourism, to indicate which color names are used: black, white, red, green, pink, blue, and yellow tourism. The importance of using the phenomenon of color in tourism is substantiated, color transmits certain information that evokes different associations, memories, feelings, affects mood and emotions. This allows marketers to use the features of the color influence on the formation of a subconscious decision as a hidden factor for manipulating the actions of consumers. Prospects for the development of these tourism types for the Lviv region are analyzed. It is concluded that the most promising are green and black tourism, less – white and grey tourism, and pink, blue and red types of tourism are hopeless for the Lviv region. An important role in the life of the people of Galicia (in particular, Lviv region) is played by historical events of the twentieth century, historical and cultural heritage, national liberation struggle, the Organization of Ukrainian Nationalists socio-political movement, as well as recognition of the importance of Stepan Bandera in defending the national idea and struggle for the independent Ukrainian state. That is why the author introduced into scientific circulation a new promising type of tourism for the Lviv region using the color names “red” and “black”, which are symbols of the OUNR and components of their revolutionary flag. Practical implications. Increased interest in historical events, territory, and persons associated with the OUN can be used to organize a new niche of red-black tourism in Lviv while applying the concept of color names to better identify the essence of tourism, link to the historical figure, and specific territory, which will increase its attractiveness and form a certain image concerning these historical events, preservation and restoration of objects related to the activities of the OUN, and indirectly – to stimulate the socio-economic development of the territory. Originality/value. In the article, the author introduced into scientific circulation a new type of tourism for the Lviv region – “red-black tourism” that will include trips to places where Stepan Bandera lived, worked, and as well as visits to other territories and sites that played an important role in the national liberation struggle of the Organization of Ukrainian Nationalists. With the right organization, red-black tourism can have high prospects for development and become a business card of the Lviv region.