THE ROLE OF MARKETING COMMUNICATIONS IN SHAPING THE TOURISM IMAGE OF GEGHARKUNIK REGION

Abstract

The aim of the work is to study and identify the impact of marketing communication tools on the perception of Gegharkunik Region as an attractive tourist destination. How the region is perceived among tourists depends on which marketing communication activities are the most emotional and viable. The work studied various marketing communication tools: advertising, public relations, sales promotion, integrated communication strategies, and their effectiveness in increasing the attractiveness of the region's tourism image. The work also studied possible options for cooperation between the public and private sectors to create a unified information platform.