Khatikova Z. Increase of effectiveness of image management enterprise sphere of the tourism

The object: process of image management enterprise sphere of the tourism. The purpose: ground theoretical bases and development of practical recommendations directed to increase of effectiveness of image management enterprise sphere of the tourism. The methods: dialectical and benchmark analysis, economy-statistical, system approach, expert estimations, correlation, regression and regression analysis, factorial analysis. It is offered: for the first time the conceptual bases of organizing-functional mechanism of increasing of effectiveness of image management enterprise sphere of the tourism; it is improved: the process model of effective enterprise sphere of the tourism image management; methodical approaches to carry out high-quality estimation of the effectiveness of image management enterprise sphere of the tourism; methodical approaches to determination an estimation of evaluation of tourist enterprise image management effectiveness, based on multiplicative two-factor model; has got further development: category-concept bases of effectiveness of image management theory as clarification of definition "enterprise sphere of the tourism image", "tourist enterprises image building", "enterprise sphere of the tourism image management" and scientific ground of aggregate of factors; technology of organization of effective tourist enterprise image management; methodical approaches of creation and development image building and image measures. Sphere of the use: enterprises sphere of the tourism.