Abstract: The article deals with building of the economic and mathematical model of evaluating the level of formation of the regional image as a component potential of a regional tourist and recreational complex development. It’s analyzed the essence of the image and the process of its formation in the region, in which tourist and recreational complex is being developed. It was built the structural model of information flows forming the image of tourism in the region.

The method of evaluating the degree of formation of the image of tourist region was offered. Built as a part of the proposed method of economic and mathematical model takes into account the most important functional elements of the tourist image of the region and allows to receive not only a numerical evaluation not only of the image, but also its level of development. In the basis of the model was put the methodology of fuzzy mathematics, which enables to consider to a greater extent the fact that the components of the image are week formalized variables.

The application of the developed model for assessment the level of formation of the image of the resort Antalya (Turkey) on the basis of processing expert information of the travel agencies representatives that confirmed its adequacy.

Received evaluations let us, firstly, to draw conclusions about those functional components of the image that need improvement, and secondly, to compare different tourist and recreational complexes in terms of formation of the image, which is a long-term tool for managing expectations and needs of different target groups: region dwellers, entrepreneurs, tourists, leaders of the region and country.