VIRTUAL TOUR AS A MEDIA-CULTURAL FACTOR IN FORMING THE TOURIST ATTRACTIVENESS OF A REGION

Abstract

Currently, virtual tours are an important element of media culture, which encompasses forms of production, transmission and perception of cultural information in the digital environment. In the context of the tourism industry, virtual tours serve as a tool of media influence, which contributes to the formation of a positive image of the territory, the popularization of its cultural resources and the strengthening of the tourist brand. The purpose of the article is to highlight the virtual tour as a modern media and cultural tool for shaping the tourist attractiveness of a region, its positive image, and even the branding of a tourist destination. The research methodology is based on an interdisciplinary strategy of sociocultural analytics, which includes the analysis of theoretical approaches to media culture, the virtualization of communicative practices, as well as the synthesis of cultural, tourism, historical, and sociological approaches. The scientific novelty lies in the comprehensive analysis of the virtual tour as a media-cultural factor that influences the formation of the tourist attractiveness of the region, through a positive image to the formation of the branding of the tourist destination. Conclusions. Based on the analysis of theoretical approaches to media culture and virtualization of communicative and tourist practices, the mechanisms of influence of VR and 3D technologies on the representation of space, the formation of the image of the territory, and the construction of tourist experience are revealed. The key media and cultural functions of virtual tours have been identified, including representational, communicative, educational, identification, and gamification. Their significance for the branding of territories and the development of digital tourism infrastructure is analyzed. The benefits of using virtual tours in regional marketing, image strategies, and tourism promotion have been proven. The role of virtual reality in increasing the competitiveness of tourist destinations is substantiated. The prospects for using VR and 3D technologies and personalization in virtual tours are outlined. Recommendations are proposed for integrating virtual tours into regional cultural and tourism development strategies