INTERNATIONAL TOURIST BRAND OF COUNTRY: ESSENCE OF CONCEPTS AND CATEGORIES
A concept and essence of international tourist brand of country as categories of international marketing activity are analysed in the article and presented. The retentive factors of development of tourist industry are described and the value of forming of international tourist brand of country. International tourist brand of country presented as a method of minimization of their negative influence, instrument of development of tourist industry of country and international tourist market on the whole. Essence of concept and types of tourist image of country are investigational. As research showed, the international tourist brand of country symbolizes proof stability of descriptions and properties of all variety of tourist services that is given on her territory, represents withstand positive ideas of the real or potential consumers of tourist services about it.