Branded Routes As a Form of Organization and Conceptualization of Tourist Space in Globalization

Globalization is a condition of tourism industry that makes branded tourist routes the most popular and at the same time ambiguous forms of conceptual spaces. A tourist route can manage tourist’s behavior and this way to adress problems of overtourism. Moreover, it becomes a separate tourist product of the territory and a special tourist attraction, that makes it possible to keep regional and national identity. At the same time, in scientific literature and in the practice of the tourism industry, the concept of a tourist route is understood in different ways: 1) as a way of tourists, 2) as a set of attractions, 3) as a set of services, 4) as a direction that can be taken in different ways, 5) as a historical path, 6) as a linear space. This work examines approaches to defining the brand route and identifies the most important difficulties and prospects in understanding this term. The authors grouped branded routes and illustrated each category with examples. The elements of branded tourist route, identified and characterized in the work, allowed creating brand route system model. As a research result the authors formulated and designated functions of a branded tourist route in the development of territories and destinations.