BRANDING OF THE TERRITORY OF THE REPUBLIC OF CRIMEA AS A FACTOR IN THE DEVELOPMENT OF TOURISM IN MODERN CONDITIONS

Abstract

The study is devoted to the analysis of territorial branding as a strategic tool to increase the tourist attractiveness of the region in the context of digitalization, geopolitical changes and orientation to domestic tourism. Particular attention is paid to the practical aspects of brand formation in the digital space. The Republic of Crimea was considered as a case, where territorial branding is a key factor in the diversification of tourist products and the growth of tourist flow.