COMPARATIVE ANALYSIS OF THE TOURISM POTENTIAL OF SISTER CITIES (A CASE STUDY OF UKRAINE AND THE CZECH REPUBLIC)

Abstract

The article is dedicated to the assessment of the tourism potential of sister cities Uzhhorod and Jihlava, aiming to identify competitive advantages and borrow experiences for their integration into the regional tourism services market. During the research process, we make an attempt to investigate the popularity of tourist destinations among current and potential visitors using the Google Trends tool and the “Net Promoter Score” (NPS) marketing research method, which allowed for the analysis of international recognition levels and the calculation of the visitor loyalty index for top tourist attractions in the sister cities. According to the results of the marketing research using the NPS method, the average loyalty index (NPS) for the tourism attractions market in Jihlava is 37%, while for Uzhhorod it is 39.27%.Among the recommendations that, in our opinion, will contribute to strengthening tourism cooperation between sister cities and enhancing their tourism appeal, the following aspects should be considered: development of joint tourism programs, mutual promotion, exchange of experiences and innovations, infrastructure and logistics development, involvement of local communities, creation of sister city branding, adoption of new technologies, sustainable development initiatives.Overall, the research is important for municipalities, local communities, travel agencies, other stakeholders as it provides a deeper understanding of the mechanisms for effectively utilizing the tourism potential of sister cities in the context of current challenges. Moreover, it contributes to the promotion of tourism, the development of the local economy, and the strengthening of partnerships between cities. Such a study can also serve as a foundation for the development of joint tourism products, brands, or marketing campaigns aimed at attracting more tourists.