ANDRUSHIV DISTRICT AS A TOURISTS DESTINATION: THE TOOLKIT OF MARKETING POSITIONING

Abstract

The article describes the existing tourist resources of Andrushiv district of Zhytomyr region. Their attraction and ethno-tourism potential are determined. It is noted that the ethnographic identity of the region is determined by the ethnic composition of the population, cultural and artistic traditions and it influences the results of the formation of the tourist attractiveness of the territory. It is proved that available attraction resources serve as a basis for the formation of a tourist destination “Andrushiv district — the land of embodiment of entrepreneurial and charitable affairs by the Tereshchenko family” as the one that is emerging. The corresponding set of marketing advantages of the tourist destination is determined: infrastructure, regional identity, informativeness, accessibility, commerciality, complexity, resourcefulness, comfort, availability of local government bodies. The conformity of the basic criteria of recognition of tourist resources of Andrushiv district with the instruments of state regulation is established. The marketing toolkit of the state regulation of tourism development in the district is offered.