Identity of a tourism destination and the need of linking it to the principles of sustainable tourism development

Abstract

The article considers the modern conditions influence of world development, which are characterized by a high degree of uncertainty and rapid technological progress on the tourism activity dynamics and the need to find a new business models for competitiveness ensuring and sustainable development in the tourism sector. The concepts of “tourist identity of location”, “tourist attractiveness of territory” are clarified and expanded. The main factors affecting the correlation between the tourist identity of the destination and tourism sustainable development, in accordance with the M. Lindstrom “Manifesto of the Seven Pillars”, who fully discloses the marketing approach to formation and diversification of tourist product, are considered and analyzed. It is determined that the main factor for the formation and maintenance of the tourist identity of each direction is the physical environment ‒ nature, infrastructure and superstructure, with their respective specific characteristics, as well as history and culture, lifestyle, traditions and beliefs, creative and innovative views of population. The study is based on the idea that the individuality of each tourist destination is a prerequisite for observing the principles of sustainable development and neutralizing the negative consequences arising through the application of marketing approaches to ensure better interaction between the demand and supply of tourism services. Based on the study, it was concluded that the limited capacity of tourism resources, on the one hand, and the growing need of the world’s population for active participation in tourist trips, on the other hand, require actions by parties interested in the tourism business at different levels for resources conserve providing of quality services.