ВПЛИВ ЛАНДШАФТНИХ ТА ІНШИХ ПРИРОДНИХ РЕСУРСІВ НА ФОРМУВАННЯ БРЕНДУ ЕКО- ТА СІЛЬСЬКИХ ТУРИСТИЧНИХ ДЕСТИНАЦІЙ В УКРАЇНІ

Abstract

This article explores the influence of landscape and other natural resources on the development and branding of eco- and rural tourism destinations in Ukraine. Diverse terrains — from the mountainous Carpathians to the forested lowlands of Polissia and the river valleys of Podillia — create unique spatial identities that play a key role in shaping the tourist appeal of rural areas. The article highlights how geographical features and environmental values serve as core components in forming a destination image that is both attractive to travelers and meaningful to local communities. Landscape aesthetics, ecosystem diversity, and environmental quality are not just contextual attributes but function as symbolic and strategic elements in destination branding. Natural resources such as mineral springs, rivers, forests, and wildlife habitats contribute to emotional engagement and a sense of place. Destinations that integrate nature-based themes into their tourism messaging (e.g., “pristine forests,” “mountain wellness,” or “green heritage trails”) are better positioned to attract environmentally conscious travelers and nature lovers. This enhances both the visibility of the region and the authenticity of the tourism experience. The article also examines how these resources can be leveraged through storytelling, community narratives, and local traditions. The branding process is closely tied to cultural expressions and historical landscape use — such as transhumance, folk architecture, or herbal knowledge — that strengthen the identity of a place and differentiate it from other destinations. Case studies from Carpathian and Podillian villages illustrate how small communities have begun using their natural surroundings as branding anchors for guesthouses, eco-trails, and agro-tourism networks. At the same time, the paper identifies practical challenges faced by local actors in turning natural capital into tourism advantage — including limited marketing capacity, lack of professional branding strategies, and minimal digital presence. The discussion emphasizes the need for a place-based approach that sees landscape not merely as scenery but as a living system that can generate added value when properly integrated into tourism development. The article concludes that recognizing and promoting the ecological and geographical uniqueness of territories is a key condition for the successful positioning of rural tourism destinations in Ukraine.