Özet:

In the article the concept of modern international tourism is considered. The certain estimation of influence of global factors of business-environment on the process of forming of international tourist brand of countries is presented. A role and place of sign measures is described in the sphere of tourism of international level in forming of international tourist brand of country. The distribution of the most influential factors in the groups of levels of perception of international tourist brand is conducted. The aim of research is theoretical principles and methodical approaches of forming of international tourist brand in the system of international tourism. Methodological basis of research is approach of the systems to the analysis of economic processes and phenomena in an international environment. The purpose of the work consists in a scientific grounding of teoretical and methodological principles of forming and keeping of international tourist brand of countries in the system of international tourism. Globalization, social and cultural identity at the level of separate tourist brand of a country and at the world level must dialectically co-operate and provide to tourists both the market of countries and objects interesting for a visit and market of tourist services of the world level, usually at the level of quality for any civilized tourist. However the factor of maintainance of originality as the main condition of authentication of international tourist brand of concrete country, maintainance of tourist attractiveness of this country must prevail, that conditions the essence of tourism as the method of cognition of different and usual culture, method of receipt of the new impressions. Only thus forming of international tourist brand of country becomes the mean of stimulation of demand on tourist services in a country.

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