Phytodesign as a Driver of Destination Image: Visual Synthesis of Tourist Attractiveness and Green Architecture in Chernihiv (2023–2025)

Abstract

The article explores the role of green architecture in shaping the tourist appeal and visual image of Chernihiv (Ukraine) between 2023 and 2025. Based on 19 original visual case studies (photographic documentation), a spectrum of landscape techniques is analyzed: from the sacral-relict plantings of the Dytynets (11th century) to modern residential areas (21st century). It is proven that the strategic use of phytodesign (introduction of magnolias, creation of multi-layered mixborders, preservation of relicts such as Prunus mahaleb) acts as a driver for destination branding. The results demonstrate how green architecture mitigates visual dissonance in urban development and creates a “multi-scale perception” of the city, ensuring its sustainable development as a cultural and tourist hub.