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

Reference: Shpak, N., Muzychenko-Kozlovska, O., Gvozd, M., Sroka, W., Havryliuk, M. (2022). Comprehensive Assessment of the Influence of Factors on the Attractiveness of a Country’s Tourism Brand - A Model Approach. Journal of Tourism and Services, 24(13), 209-235. 10.29036/jots.v13i24.354

Authors

DOI:

https://doi.org/10.29036/jots.v13i24.354

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.

Author Biographies

Nestor Shpak, Lviv Polytechnic National University, Lviv, Ukraine

Professor of the Department of Management and International Business,

Institute of Economics and Management,

Lviv Polytechnic National University 12, Stepan Bandera str., Lviv, 79013, Ukraine

web page: https://lpnu.ua/mmp

E-mail: nestor.o.shpak@lpnu.ua

Areas of research interests:

- tourism economics,

- simulation of the business process,

- strategic management,

- estimation of the marketing activity,

- IT- technology, international digitalization,

- economic systems development management,

- the Strategies of Innovative Projects.

Oksana Muzychenko-Kozlovska, Lviv Polytechnic National University, Lviv, Ukraine

Associate Professor of the Department of Business Economics and Investment,

Institute of Economics and Management,

Lviv Polytechnic National University 12, Stepan Bandera str., Lviv, 79013, Ukraine

web page: http://wiki.lp.edu.ua

E-mail: Oksana.V.Muzychenko-Kozlovska@lpnu.ua

Areas of research interests:

- tourism economics,

- regional economy,

- sustainability,

- quality of the environment,  

- resource conservation,

-  location of productive forces.

Maryana Gvozd, Lviv Polytechnic National University, Lviv, Ukraine

Associate Professor of the Department of Management of Organizations,

Institute of Economics and Management,

Lviv Polytechnic National University 12, Stepan Bandera str., Lviv, 79013, Ukraine

web page: https://lpnu.ua/mo

Email: mariana.y.hvozd@lpnu.ua

Areas of research interests:

- business process reengineering,

- tourism economics,

- simulation of the business process,

- strategic management,

- estimation of the marketing activity

- risk evaluation

Włodzimierz Sroka, WSB University, Dąbrowa Górnicza, Poland & University of Johannesburg, South Africa

Professor of the Department of Management,

Faculty of Applied Sciences, WSB University, Dąbrowa Górnicza, Poland

and North-West University, South Africa

web page: https://www.wsb.pl/english

Email: wsroka@wsb.edu.pl

Areas of research interests:

- tourism economics,

- economic systems development management,

- social entrepreneurship,

- financial Regulation of Public-Private Partnerships,

- Human Resources Management

- Brand Management

Marianna Havryliuk, Lviv Polytechnic National University, Lviv, Ukraine

Associate Professor of the Department of Foreign Languages

Institute of the Humanities and Social Sciences

Lviv Polytechnic National University 12, Stepan Bandera str., Lviv, 79013, Ukraine

web page: https://lpnu.ua/im

Email: marianna.v.havryliuk@lpnu.ua

Areas of research interests:

- history of pedagogy;

- comparative pedagogy;

- professional development of teachers;

- problems of teaching foreign languages in higher technical educational institutions.

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Published

2022-06-30