The creation of touristic image of sanatorium “Avangard”, Nemirov city, Vinnitsa region

Modern ways of promoting tourism product in Ukraine take place in the context of globalization and the transition to the Information Society and increase competition for consumers. It is hard to overestimate the role of tourism in socio-economic development in different regions. Tourism is a very specific sector of the economy. Tourism is regarded as one of the most profitable and intensively developing branches of the world economy. Modern tourism takes an increasingly important place in the economy of Ukraine. In Ukraine in the first half of 2017, 6.3 million tourists entered, which is 8.7% more than in the same period of 2016 (5.8 million foreigners). Crucial conditions for survival on rigid travel market are the need for concentration on a high-quality tourism product, able to satisfy the highest demands of modern tourism consumer, and promote itself to the market. A significant role in this process is played by four groups of factors: megafactors (climatic condition of the area), macrofactors (country its level of economic and political development), mezofactors (region destination, its social and touristic features a variety of tourism product) and microfactors (human resources, comfort and service, product promotion technologies, including social networks are prominent, etc.). The paper is aimed at creating the touristic image of sanatorium and resort located in the city Nemirov, Vinnitsa region, Ukraine using different mezofactors, information technology and the Internetprepared for promoting tourism product of these destinations. The authors focus their attention on the development of sanatorium “Avangard” located in the city Nemirov, namely on the creating of itsimage on the tourist market. Main purpose of the work is to investigate image of sanatorium and resort located in the city of Nemirov of Vinnitsa region, which contribute to attract the visitors or tourists, and consistently promote this entity on the market using different marketing communications.