THE ROLE OF TOURIST INFORMATION CENTRES IN SHAPING A POSITIVE IMAGE AND PROMOTING TOURIST DESTINATIONS
Authors:   National University «Zaporizhzhia Polytechnic», Shelemetieva Tetiana , Trokhymets Olena ,   Classic Private University
Published: May 2024

The article examines and substantiates the role of tourist information centers in the formation of a positive image and popularization of tourist destinations in Ukraine. Today, the formation of a network of urban tourist information centers has become an effective tool for managing the sphere of tourism and resorts in the regions, which really contributes to increasing the tourist attractiveness of the city, the activation of tourist and excursion activities on its territory and the implementation of regional policy in the field of tourism. It is noted that tourism information centers are created precisely for the provision of information and communication services in the tourism industry. At the request of interested organizations, the tourist information center can conduct marketing and sociological surveys; carry out work on the collection and systematization of statistical and other information on the results of tourist and excursion activities on the territory of the city; analysis of service sales markets for future investment projects; quality control of tourist services provided in the city. The main purpose and main functions of tourist information centers are clarified. Which consists in advising residents and guests of the city on up-to-date tourist information for easy, safe and interesting trips both in individual cities or regions, and throughout Ukraine. The experience of the Tourist Information Center of the city of Zaporizhzhia before and during the full-scale invasion of the territory of Ukraine was considered. Since the beginning of the full-scale invasion, the Tourist Information Centers of the city of Zaporizhzhia have been reformatted from tourism to helping people from the temporarily occupied territories. From April 13, 2023, the Tourist Information Centers of the city of Zaporizhzhia returned to the cultural life of the city in the following format: holding exhibitions and events inside the premises; sale of souvenir products with Zaporizhzhia identity; organization of excursions with the participation of local guides. The main tourist products provided in the Tourist Information Center of the city of Zaporizhzhia are specified. Among the main tourist products of the Zaporizhzhia Tourist Information Center: excursion "Getting to know Ukrainian culture"; "Coffee traditions from ISLA" gastronomic excursion; "Coffee traditions from ISLA and Urozhai bakery" gastronomic excursion; "Excursion to the Private Cheese Factory"; "French Weekend" and others. It was determined that the activity of the Tourist Information Center of the city of Zaporizhzhia has a positive effect on the development of regional tourism, popularization of the tourist brand of the city in general and the event direction, respectively. It was found that there are currently not enough tourist information centers in the most developed tourist areas in Ukraine. In Ukraine, tourist information centers function only in 13 cities, as they lack proper support from the State. The number of tourist information centers in Ukraine was analyzed in 2023 compared to 2022 and 2021. The analysis showed that the largest number of tourist information centers is in Zakarpattia Oblast. The largest number of TICs operate in the western regions of the country – 47. In particular, 17 TICs operate in Zakarpattia Oblast, nine in Lviv Region, of which four are located in Lviv, seven in Ivano-Frankivsk Region, and four TICs each in Ternopil and Khmelnytskyi Oblasts. in Volynska – three, in Rivne – two, in Bukovyna – one. It is noted that, according to the State Tourism Development Agency of Ukraine, the Lviv Region has been the leader in tax revenues from the tourism industry for the second year in a row. It was determined which aspects include the activities and services of the tourist information center, namely: provision of information; route planning; booking and support; promotion: information centers can act as promoters of the region's tourism potential. They can organize events, exhibitions, presentations, festivals aimed at attracting tourists and popularizing the region; assistance and consultations; selling souvenirs.