ISSN 2786-4561 (printed)
ISSN 2786-457X (online)

Vol.6.2 (2025). рр. 81-97

Territorial identity and geomarketing: spatial aspects of restoration of tourist attractiveness of ukrainian regions

Moisey S.

https://orcid.org/0009-0002-7795-0947

Taras Shevchenko National University, Kyiv, Ukraine

https://doi.org/10.17721/2786-4561.2025.6.2.-9/15

Annotation.In the current conditions of post-war reconstruction, Ukraine is faced with the need not only to physically reconstruct the destroyed infrastructure, but also to rethink its own spatial identity. The revival of territories, in particular in the field of tourism, requires new approaches to the positioning of regions, understanding their uniqueness and forming a holistic image of the country in the global information space. The purpose of the study is to theoretically substantiate and practically study the relationship between territorial identity and geomarketing as factors in restoring the tourist attractiveness of Ukrainian regions, as well as to develop a spatial model of the effective use of geomarketing strategies in the process of post-war revival of the tourism sector. The study used a range of methods, including spatial analysis, geoinformation modeling, content analysis of regional tourism brands, questionnaires, and expert interviews to assess territorial identity and develop geomarketing strategies for restoring the tourist attractiveness of Ukrainian regions. The clustering of regions of Ukraine by types of tourist and regional identity is considered. Key indicators of tourist attractiveness are determined: the number of tourist sites, cultural monuments, natural landscapes, accessibility of transport infrastructure. Heat maps are used to visualize zones of high, medium and low tourist potential. Emphasis is placed on the typology of regional identities and their influence on the formation of the territory brand. Cluster analysis is used to group regions by types of identity. The influence of each type of identity on the formation of the territory brand is assessed through indicators of recognition and attractiveness. Cluster analysis is used to select a group of regions by the level of tourist potential. Key marketing strategies are determined for each type of regional identity. A geomarketing model for the restoration of tourism is proposed. The study proves that the synergy of territorial identity and geomarketing approaches is a key factor in restoring and increasing the tourist attractiveness of Ukrainian regions in the post-war period.

Keywords: territorial identity, geomarketing, restoration of tourist attractiveness, infrastructure, regional brand, spatial analysis, tourist cluster, marketing strategies.

References:

Anholt, S. (2008). Place branding: Is it marketing, or isn’t it?. Place Branding and Public Diplomacy. 4. https://link.springer.com/article/10.1057/palgrave.pb.6000088.
Cliquet, G. Geomarketing Methods and Strategies in Spatial Marketing. https://giscenter.ir/Content/File/Input/Document/Output_Attachment_CMS_Books-14010201-13.06.46.pdf.
Facilitating Tourism Recovery in Aftermath of Covid-19 in Georgia. https://pmcg-i.com/project/facilitating-tourism-recovery-in-aftermath-of-covid-19-in-georgia/.
Grenni, S., Horlings, L. G., Soini, K. (2019). Linking spatial planning and place branding strategies through cultural narratives in places. European Planning Studies. 28(7). рр. 1355–1374. https://doi.org/10.1080/09654313.2019.1701292.
Harvey, D. Social Justice and Spatial Systems: Transforming Urban Geography through Critical Theory. https://kanoonpedia.com/social-justice-and-spatial-systems-by-david-harvey.
Kulis, Z. (2024). The Role of Tourism in Regional Economic Recovery in Croatia. Conference: 114th International Scientific Conference on Economic and Social Development. At: Porto, Portugal. 12-13. рр. 219-232. https://www.researchgate.net/publication/382564464_The_Role_of_Tourism_in_Regional_Economic_Recovery_in_Croatia/citation/download?_tp=eyJjb250ZXh0Ijp7ImZpcnN0UGFnZSI6InB1YmxpY2F0aW9uIiwicGFnZSI6InB1YmxpY2F0aW9uIn19.
Merylova, I. (2024). Revitalizing industrial territories in Ukraine: Spatial model of the tourism cluster in the Prydniprovsk region. Frontiers of Architectural Research 13. 1342e1362. https://www.sciencedirect.com/science/article/pii/S2095263524000761/pdfft?md5=99d8d1c966c5001dc6a2dcb8a1aaca2e&pid=1-s2.0-S2095263524000761-main.pdf.
OECD Tourism Trends and Policies 2022. Paris, https://doi.org/10.1787/a8dd3019-en.
Peñarrubia-Zaragoza, M. P., Simancas-Cruz, M., Forgione-Martín, G. (2019). An application of geomarketing to coastal tourism areas. Tourism & Management Studies. № 15(4). С. 7-16. DOI: https://doi.org/10.18089/tms.2019.150401.
Polukhina, A., Sheresheva, M., Napolskikh, D., Lezhnin, V. (2024). Regional Tourism Ecosystem as a Tool for Sustainable Development during the Economic Crisis. Sustainability. № 16. 884. https://doi.org/10.3390/su16020884.
Potapovs, M. (2024). Place branding: is it public policy, or isn’t it? Place Branding and Public Diplomacy. February. 20(3):1-18.DOI:10.1057/s41254-024-00327-8.
Relph, E. (2008). Place and Placelessness. London: Sage. pp. 43-51 https://archive.org/details/placeplacelessne0000relp.
Roman, M., Kudinova, I., Samsonova, V., Kawęcki, N. (2024). Innovative Development of Rural Green Tourism in Ukraine. Tour. Hosp. 5. рр.537–558. https://doi.org/10.3390/ tourhosp5030033.
Tomej, K., Bilynets, I. (2024). Large-scale tourism transformations through regeneration: A living systems perspective on tourism developments in Ukraine during the war. Annals of Tourism Research. 109. 103856. https://findresearcher.sdu.dk/ws/portalfiles/portal/275287956/1-s2.0-S0160738324001336-main.pdf
Vovchanska, O., Ivanova, L., Ozimek, I. (2022). Marketing factors of the tourism market’s operations in Ukraine. Acta Sci. Pol. Oeconomia. 21 (1). рр. 25–34, doi: 10.22630/ASPE.2022.21.1.3.
Yermachenko, V., Melnychenko, S., Mykola Sidak, M., Dupliak, T., Losytka, T. (2024). Sustainable tourism in the post-war reconstruction of territorial communities in Ukraine. Access to science, business, innovation in the digital economy, ACCESS Press. 5(1), рр.34-57. https://doi.org/10.46656/access.2024.5.1(3).
Гавриш, І. І., Крупенна, І. А. (2019). Моніторинг показників регіонального туристичного ринку та оцінка туристичної привабливості регіону. Збірник наукових праць ЧДТУ. Випуск 54. С.42-51. DOI: https://doi.org/10.24025/2306-4420.0.54.2019.178391.
Гедін, М. (2021). Методичні засади оцінки туристичного потенціалу України в контексті євроінтеграції. Вісник КНЛУ. Випуск 26. С. 87-99. http://doi.org/10.32589/2412-9321.26.2021.269931
Голод, А. П., Крижанівсьий, Т. Я., Душар, О. І. (2024). Розвиток туристичних кластерів як стратегічний напрям регіональної політики. Економіка та суспільство. Випуск 70. DOI: https://doi.org/10.32782/2524-0072/2024-70-182.
Грищенко, С.І. (2023). Туристична індустрія України: аналіз тенденцій та чинників розвитку в координатах повоєнного відновлення. Економіка та суспільство. Випуск 52. DOI: https://doi.org/10.32782/2524-0072/2023-52-29.
Марусей, Т. В. (2025). Туристичні кластери як інноваційний інструмент розвитку регіональних ринків туристичних послуг. Агросвіт. № 12. С. 96-102. DOI: 10.32702/2306-6792.2025.12.96.
Мойсей, С. (2025). Теоретико-методологічні засади геомаркетингового підходу до формування стратегії відновлення та розвитку туристичного простору. Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична. 2025. Випуск 45. С. 508-520. https://nzlubp.org.ua/index.php/journal/article/view/1734/1515.
Сохан, О. В. (2024). Review of methods for evaluating tourist destinations. Scientific Bulletin of Ivano-Frankivsk National Technical University of Oil and Gas. (Series: Economics and Management in the Oil and Gas Industry). №2(30). рр. 135–144. DOI: https://doi.org/10.31471/2409-0948-2024-2(230)-135-144.
Туризм в Україні влітку 2025 року зріс на сімдесят відсотків: ознака відновлення після років потрясінь. https://www.travelandtourworld.com/news/article/category/travel-news/.
Устік, Т. В. (2024). Формування маркетингової стратегії регіонального розвитку туризму. Український журнал прикладної економіки та техніки. Том 9. № 1. С. 372 – 376. DOI: https://doi.org/10.36887/2415-8453-2024-1-63