The tourist brand as a factor in the formation of a positive image of certain territorial communities of the western part of the interzonal geoecotone «forest-steppe-steppe» of Right Bank Ukraine

Abstract

One of the main results of decentralization in Ukraine was the transfer to the level of territorial communities of responsibility for their own development, which requires a complex approach to asset management in communities and is determined by significant differences in the views and opinions of experts and scientists. In the conditions of systemic reforms, which stimulated the strengthening of the role and expansion of the functions of local self-government, this issue has become especially relevant. In Ukraine, the unification of communities, regardless of the state of war, so far creates the prerequisites for such further development of the economy, and this basis is the development of infrastructure, which is not possible without land, territories, and population. Sustainable development requires a clear approach to the use of resources. In recent years, there has been an increase in the tourist activity of the population, however, taking into account the consequences of the COVID 19 pandemic, full-scale military actions on the territory of Ukraine, there remain problems of further attracting local resources for the development of tourism. Since the creation of the Hayvoron urban territorial community, one of the priority areas of its socio-economic development has been the development of tourism, which can become another driver of economic development and increase the investment attractiveness of the TG. The development of tourism in the community provides not only the possibility of additional income to the budget, but also the discovery of all the potential that the community can be interesting for other people.