FORMING A POSITIVE IMAGE OF RESORT AND RECREATION ENTERPRISES THROUGH PR MEANS AND QUALITY SERVICE

Abstract

The article investigates the specific features of forming a positive image of resort and recreational enterprises as a strategic determinant of their competitiveness in the contemporary tourism industry. Image in this context is interpreted as a multidimensional socio-economic phenomenon, which integrates consumers’ perceptions, expectations, and associations concerning the quality of services, reputation, and corporate culture of an enterprise. The research emphasizes the role of imageology as an interdisciplinary field combining marketing, public relations, management, and communication sciences to develop a holistic and sustainable image of resort organizations. Particular attention is paid to the role of public relations, which go far beyond traditional consumer information and include fostering customer loyalty, strengthening corporate reputation, and enhancing social capital. PR tools are also considered effective instruments for building sustainable relationships with stakeholders at both local and international levels. The study highlights that service quality is the most significant component of image formation, since impressions of service delivery directly influence the reputation capital of an organization. High-quality service transforms satisfied customers into so-called “brand ambassadors,” who contribute to the dissemination of positive reviews and strengthen the trust-based positioning of enterprises in highly competitive markets. Furthermore, innovations are presented as essential drivers of competitiveness. Among them are digital PR, online booking systems, mobile applications, artificial intelligence–based customer management, big data analysis, as well as the application of virtual and augmented reality for promoting resorts. Simultaneously, the study outlines the importance of implementing eco-friendly technologies, sustainable practices, and socially responsible approaches, which not only support the image of reliability and modernity but also respond to global trends of sustainable development. The results of the research confirm that a balanced combination of traditional hospitality with innovative technologies and socially responsible initiatives ensures long-term competitive advantages for Ukrainian resort and recreational enterprises. Practical implications lie in the possibility of applying the proposed approaches to improve managerial strategies and increase the effectiveness of service delivery in the national resort sector. Future research prospects are associated with the analysis of international best practices, particularly from the European Union and North America, and their adaptation to Ukrainian conditions, which would open new opportunities for deeper integration of Ukraine into the global tourism space.