The purpose of this article is to enhance the Export Similarity Index to provide more reliable results on whether and to what extent two countries are potential and immediate competitors in the global trade. To achieve this existing methodology was complemented with the set of geographical destinations. This allows the evaluation of the overlap in export portfolios of two or more countries and understanding the possible level of their competition in international trade. To prove the efficiency of this enhanced index China’s export portfolio was compared with 50 largest exporters. Achieved results demonstrate a strong overlap of Chinese trade with Vietnam, Japan, and the Philippines proving the veracity of the introduced methodology.
The content of the concept of branding and peculiarities of its application in the sphere of tourist services are revealed. Theoretical aspects of branding have been investigated from the point of view of providing comprehensive and comprehensive information about the tourist region.The problems of creating the tourist image of the industrial region are highlighted. Fragments of the SWOT analysis matrix for the Khortytsya tourist object have been compiled.Strategic aspects of sustainable development of tourism potential of Zaporizhzhya region have been formed.The directions of further scientific researches on the digitization of business processes of tourism companies in the global conditions of brand «Khortytsya Island» digitization are determined.
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