Потенціал фешн-туризму в контексті формування міжнародного іміджу України
Fashion tourism potential in the context of Ukraine’s international image creation

Summary/Abstract: The purpose of the article is to analyze possibilities of increasing the tourist attractiveness and improvement of the international image of Ukraine through the development of fashion tourism. Methodology: the development of Ukrainian fashion was studied on materials of field researches during visiting the Ukrainian Fashion Week, Lviv Fashion Week, Odessa Fashion Week and Kiev Fashion Days, methods of analysis and synthesis were used in the evaluation of tourism attractiveness of fashion events, methods of comparison and interpretation were used for comparing the Ukrainian and Georgian fashion. The scientific novelty of the research lies in the fact that the specificity of the style of tourism is considered in the Ukrainian cultural studies for the first time. The result of the survey revealed that Ukraine has all the necessary prerequisites for the development of fashion tourism and the essential opportunities and means of increasing the tourist attractiveness of Kyiv, Lviv, and Odessa as "fashion centers" of the country. Conclusion. In the conclusion of the study indicated that in the early XXI century fashion tourism is the promising direction of cultural tourism, and Ukraine has the potential for its development. Ukraine held the essential fashion events at the international level, and there are many destinations, interesting for fashion tourists. To enhance the tourist attraction it is necessary to develop and support the creativity of designers and costumers, organizers of fashion events and museums – all that promoting the international image of Ukraine as a European country with an interesting distinctive not only traditional but also modern culture.

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