Formation of brand image in tourism - (Azerbaijan’s position in international tourism markets)

Abstract

In the modern era, the tourism industry has become one of the fastest-growing sectors of the global economy and an essential component of the global value chain. Globalization processes, the expansion of international relations, and technological innovations have brought tourism to the forefront not only as an economic activity but also as a strategic tool for cultural diplomacy and the formation of national image. The international differentiation of countries, their ability to attract investors and tourists, is closely linked to the strength of their brand image. From this perspective, the concept of a tourism brand reflects not merely advertising and promotion strategies but also the complex manifestation of national identity, cultural diversity, and social values.