Image is the image (of a territory, country, region) as represented by public groups. A properly formed image is the most effective and efficient way to work with the mass consciousness.

Country image(as defined by the UN WTO) is a set of emotional and rational ideas resulting from a comparison of all the characteristics of a country, consumers’ own experience and rumors, as unofficial but very important information that influences the creation of a certain image.

All of these factors make it possible to imagine a whole chain of associative pictures when a particular country is mentioned. A well-known specialist in the field of imageology A. E. Kiryunin notes that image of the region - This is an individual complex of associative representations, the core of which is the basic representation correlated by the individual with the region.

Currently, Russia faces an important task - the formation of its own attractive tourist image.

Image formation is understood as the process of establishing associative connections between the basic representation of a region and other representations through repeated joint reproduction of the corresponding representations of objects within a single situation. When forming the image of a region, a certain goal is determined - the possibility of recognizing regions with the concomitant updating of attitudes towards the region.

Research confirms that the main components of the image as a complex of associative ideas include geographic, cultural, ethnic, and historical. Geographical features play a special role in shaping ideas about the region. At the same time, it is quite difficult to divide the associative complex, since an ethnic group is always associated with the landscape, culture and historical development of the region.

Geographical component of the region's image acts as a sum of ideas related to the localization of the region and its natural features, which leads to the identification of territories with varying degrees of attractiveness, which determine its specialization. Most often, attractiveness is determined by a whole complex of factors (natural, cultural, technological, etc.), and such complexly attractive regions are especially attractive to consumers.

Tourism as a type of economic activity and a method of territory development is very important for the development of the region, since, in principle, a full-fledged tourist resource can be created in any region, in any territory or corner of nature. An example is the creation of a number of interesting and popular tours to the Arctic. All this significantly changes the approach to tourism marketing. When exploring the key issues of marketing tourist territories, it is necessary to take into account that tourist resources themselves are not yet a full-fledged tourist product of the territory; such a product must be developed. The product must be based on a certain marketing idea (plan), and only then this product should be promoted to the market. At the same time, the success of promotion primarily depends on a well-formed image.

Cultural component of the region’s image covers the sum of ideas about the region associated with the totality of material and spiritual values ​​created by man within the region.

Basic ideas about the region are activated by the presentation of material objects; the most striking associations are associated with the architectural monuments of the region. The Pyramid of Cheops and the statue of the Sphinx activate the idea of ​​Egypt, St. Mark's Square and the Doge's Palace personify Venice, the Kremlin - Russia, the Blue Mosque - Turkey, etc. The culture of the region includes various manifestations of spiritual life: politics, economics, science, law, morality, art, religion.

Ethnic component of the region’s image united by the sum of ideas about the people inhabiting the region as a certain community.

The perception of an ethnic group has the peculiarity of moving to the everyday level, in accordance with this, a division of regions into “good” and “bad” appears; in fact, the image of the people is transferred to the image of the region.

Usually complex and multifaceted ideas about a people are replaced by established stereotypes. For example, it is believed that the British are prim, the Germans are pedantic, the Italians are temperamental, and the Americans are unceremonious. The formation of the Russian national character was particularly influenced by the geographical environment and religion.

The harsh climate, the unpredictability of natural phenomena, and the vast territory contributed to the development of special features of the Russian national character: courage, collectivism, impulsiveness, and contemplation. Orthodoxy as the state religion of the Russian people gave the national character the desire for an ideal (harmony), conciliarity, patience, and messianism.

Peculiarities of national character, as practice shows, have a significant impact on the formation of ideas about the region.

Historical component of the region’s image includes associative ideas associated with the process of regional development.

Each region is a unique arena for the unfolding of various historical events.

The influence of ideas about the history of the region on its image is formed in two directions.

One of them is related to the idea of ​​antiquity: the further back in time the historical events associated with a region are, the more valuable it is for tourists. In fact, a certain mythologization takes place - and the image of the region is considered as a kind of myth. Regions such as Egypt, Greece, China, and India are attractive to tourists primarily due to their antiquity.

Another direction is based on the idea of ​​well-known historical events: great wars, sports tournaments, etc. For example, the Trojan War is closely connected with ideas about Ancient Hellas (Greece), the Night of St. Bartholomew - with Paris, the Crusades - with the Middle East. When considering the components of a region’s image, it should be especially emphasized that any component can be used to enhance ideas about the region, the main thing is that this idea is bright and emotionally rich.

Let's consider the main technological approaches to shaping the image of the region. The basic element of the region’s image is image of the territory, which is formed in the minds of consumers.

When making a trip, a tourist navigates with the help of already existing images of territories that have developed or been constructed on the basis of past experience and various information. Such images are spatial representations and are actually unique economic phenomena.

Visual images are fixed with the help of material evidence - photographs, slides, postcards, booklets, etc. They reflect the image of a particular area and are valuable evidence that enlivens impressions. Regional tourism marketing (Destinations marketing) is capable of creating and consolidating the so-called “strategic images” of tourist regions, primarily images (images) of cities, regions, resort areas, landscapes and landscapes. It is very important for the tourism industry to show volumetric space using various advertising media (booklets, brochures, prospectuses, postcards). Advertising of a location is designed to endow the volumetric space it creates with positive images and ideas that can attract guests. In this regard, the unique attractions of the area should be used, which are of interest to tourists and at the same time can be enhanced by attractive artistic images.

Images of an “unknown country”, a “mysterious land” - all this has a symbolic overtones and forms the impression of tourists. For example, tourist routes around Greater Sochi to tea plantations in Dagomys, with a visit to the museum and tasting in tea houses, are very popular. In this case, the image of Sochi is being formed as the birthplace of the northernmost tea in the world, which is certainly a unique phenomenon. However, the presence of unique objects on the territory does not automatically make them attractive; marketing tools should be used, in particular, creating a fantasy image around such objects. It is for this purpose that it is necessary to form artistic images using the epic, the history of the region, and cultural traditions.

The image of a territory is, first of all, an idea of ​​an object, a kind of “picture” that is formed on the basis of direct sensory perception of the territory. The image of the territory can be recalled from memory through such specific “pictures”. For example, many people, even those who have never been to Italy and Rome, associate the image of Rome with the image of the Colosseum, this is because views of the Colosseum represent Rome as the capital of the Roman Empire in a school textbook on the history of the Ancient World.

Thus, the idea of ​​a territory as an object is, first of all, a complex of various interrelated ideas that reflect certain aspects, features, connections or functions of the object, where each of such ideas can

“reproduce” depending on the situation or direction of thought of the individual (tourist).

The idea of ​​a tourist territory as an object has a core - a basic idea (“picture” formed on the basis of direct sensory perception), the recall of which from memory - activation - occurs on the basis of some external stimulus and which is directly identified with the object. Typically, the activation of images of objects occurs under the influence of music, reproductions, postcards, photographic materials, both in material and electronic form.

Basic view- this is a certain quintessence obtained from a variety of images and “pictures” that characterize the territory, and the more complex the object, the more vague and blurred the basic idea of ​​it will be.

A region is a much more complex object than an object, person or organization. It is a collection of tens, hundreds, thousands of objects, people, organizations, which in turn are interconnected. All this does not allow us to spontaneously form an idea of ​​the region. Since the basic idea is quite difficult to form, it is therefore difficult to provide feedback from the individual to the region through such a representation. Therefore it is necessary to form target base region representation, as well as a set of associated ideas to enable recognition of the region. Recognition of a region or territory should be based on the actualization of images, on the basis of associative representations.

Under presentation usually understand the image of a previously perceived object or phenomenon, as well as an image created by the imagination, which is discovered and extracted from memory. Quite often the formation of associative ideas is associated with cinema. The films "Spartacus", "Antony and Cleopatra" form vivid associative images of Rome as a majestic city, in turn, the film "Roman Holiday" presents Rome as a very lively, cheerful and modern city in which almost mystical, funny and at the same time events take place. A sad love story between a princess and an ordinary reporter. Following the plot of the film, viewers easily remember the images of Rome - Piazza di Spagna, Trevi Fountain, Tiber embankment. These attractions become recognizable, which allows us to form a basic idea of ​​Rome as a tourist destination.

The process of perceiving a territory as an object is complex: it involves, to one degree or another, such properties of the human psyche as memory, attention, imagination, and thinking. This process can be conditionally divided into stages, each of which characterizes the degree to which an object is isolated from a single and holistic image of the surrounding world based on comparison with previously gained experience. What happens sequentially:

• - highlighting the object as a whole;
• - highlighting individual features in an object;
• - highlighting the cognitive content of the object;
• - highlighting the emotional content of the object;
• - formation of a sensory image of an object in memory.

Thus, initially man, with the help of organs

senses identifies a specific object as a certain cognizable integrity from the multitude of objects in the surrounding world, then identifies the characteristic features of the object, which in the process of a specific act of perception are taken as elementary, “indivisible” and only subsequently will be analyzed independently. Next, with the help of an abstract-logical apparatus, the cognitive content of the object will be highlighted, adequate to the purpose of its action (for example, “needed - not necessary”), and then the emotional content (“liked - don’t like”), and at the final stage, a place is allocated in memory for fixation of selected characteristics, i.e. an image is formed.

Note that the same objects can be perceived differently by different people, this is due to the characteristics of the senses, consciousness and motivation of consumers. The characteristics of perception are also greatly influenced by life experience, level of education, consumer culture and value system.

It is very important to activate the ideas of an already formed image of the territory on the basis of associations.

Under association(lat. association - connection) understand the connection that arises under certain conditions between two or more mental formations - sensations, perceptions, ideas, ideas, etc.

Associations seem to remove the restrictions that short-term memory imposes on the perception of a limited number of pieces of information and actually ensure the formation of long chains of ideas about an object. Activation of a representation can occur not only by activating associated representations (internally), but also as a result of direct perception (externally). This process can be represented as a comparison of the perceived image with ideas stored for a long time in memory, and the possible “selection” of one of them. As already noted, a representation that is activated externally and which is identified with a specific object is called a basic representation, in turn, the set of a basic representation and representations associated with it will be called a complex of associative representations.

When activating the idea of ​​a region, great importance must be given to attributes (signs and symbols), since they are used to figuratively position the region in the minds of consumers. For example, the use of a coat of arms, emblem, image of an animal or plant allows you to create an easily memorable visual image. Thus, the symbol of Florence is the lily flower, the symbol of Canada is the maple leaf, and the symbol of Ireland is the clover leaf, which are repeated many times in the attributes of the corresponding region. Such symbolism allows you to construct an image of the territory, create certain stereotypes and form unique “guidelines” for consumers of tourism services when visiting it. When promoting a tourist area on the market, it is necessary to take into account that currently the most important motivation when choosing a holiday destination is the desire to see something new, interesting and exciting. The consumer expects new impressions and positive emotions from their vacation, so it is very important to somewhat enhance and aestheticize the objects presented, to make them memorable. In this regard, even the name of the tour itself is significant. “Brilliant Petersburg” (St. Petersburg), “Legends of the Black Sea region” (Greater Sochi region), “In the footsteps of the Argonauts” (Abkhazia) - these names already form the image of the regions offered for travel, because they sound new and activate associative feelings among consumers representation.

When creating a general image of a region, it is saturated with stable symbols - images of nature, elements of history, local folklore and traditions, established stereotypes, etc. The completed image of a tourist region is a kind of marketing product, which in essence is a stylized symbolic complex that conveys the characteristics of the region through various communication channels. Like any product, it has a value, which in this case acts as a “symbolic value” and reflects the value of a brand name, trademark, logo, which bring high income. The symbolic value of a region represents a kind of basis for its brand, on the basis of which regions compete with each other. This must first be taken into account when developing regional marketing strategies.

The symbolic value of a region is largely formed due to the attributes of the region, or attributive signs, which include the name of the region, flag, coat of arms, motto and anthem.

Attributive signs are not formally chosen means used to designate a specific region; they are associated with many other signs and organically form part of a single system of sign culture, which represents the genetic memory of people. At the same time, they are easily perceived by the senses and actively form an idea of ​​the region.

Effective attributes, combined with a well-thought-out marketing program for the region, make it possible to create a positive image of a country, a separate territory or a tourist destination. As already noted, work on image formation should be carried out systematically and focus on different target markets, since ideas about the consumer value of a tourist territory are not the same (for one group of consumers, the key assessment feature may be safety, for others - the level of service, for others - the cost of services) .

In fact, the image acts as a tool for achieving strategic goals that affect the main aspects of the territory’s activities. A positive image increases the value of a region in the minds of consumers. Creating a positive image (publicity) is an information activity aimed at forming it anew or changing it (correction, renewal, restoration).

Image performs three main functions: identification- creating proven ways of identification (identity is the identification of objects through signs, symbols, myths, rituals, etc.);

idealization- idealization of an object makes it possible to combine desired and actual perception. When idealized, the territory as an object is perceived in accordance with the perception of consumers, i.e. the most effective scenarios for the development of events, actions, actions are set;

oppositions- is built on contrast with other images in order to emphasize the advantages of this particular or other object.

The image of any tourist region is not constant; ideas about the region can change, especially under the influence of political and economic factors. Wars, natural disasters, and man-made disasters significantly weaken the image of the region. In addition, they reinforce persistent negative stereotypes in the minds of consumers. For example, the war in Abkhazia has formed among many consumers a negative stereotype of perceiving this region as dangerous, unpredictable, and poor. At the same time, the resorts of Gelendzhik and Anapa are perceived as prosperous, prosperous and developing. The most effective propaganda tool capable of creating a positive image is advertising and competent propaganda policy both at the national and regional levels.

Effective promotion of a country and its individual regions is essentially image marketing.

The starting point of this process is the initial image diagnosis, in which the actual image assessment is determined. Usually three main types are defined: positive, negative and neutral image of the territory. The next stage of image marketing is the selection of goals. In this case, it is necessary to choose a certain direction of activity in the field of image of the territory (image formation, renewal, strengthening, change). Then, based on the set goal, activity tactics are formed, i.e. Specific tasks are set, certain methods and tools are used. Let us imagine marketing the image of a tourist area as a process (Fig. 6).

One of the most important methods of marketing the image of a tourist territory is image positioning.

The image positioning of tourist areas is based on a certain short and aphoristic slogan, emphasizing their uniqueness and value. Let us give the most illustrative examples of positioning the image of tourist territories (Table 10).

The problem of image positioning is especially relevant for Russia. Many tourist regions have begun to solve this problem. The resorts of the Krasnodar region, and in particular the resort of Sochi, position their image quite successfully, putting forward “Sochi is the Caucasian Riviera” as the key slogan. This is already a historically established motto, since at the beginning of the last century the first modern health resort, called the “Caucasian Riviera,” was built on the territory of the city. From this moment on

Rice. 6.

Sochi began to emerge as the largest resort on the Black Sea coast of the Caucasus.

The tourist regions of the Middle East demonstrate an interesting approach to image formation. In particular, the United Arab Emirates positions itself as a country of deserts, beautiful beaches and “Palm Islands”. In addition, this region is called a “shopping paradise”. Another state in the Middle East, Qatar, is creating an image for itself as a country of business tourism.

To successfully build an image, regular marketing research is necessary, which allows us to identify certain patterns and cause-and-effect relationships and assess the attractiveness of the region for tourists. To objectively assess the attractiveness of an image, it is important to determine evaluation indicators. The main groups of indicators include:

psychophysical- characterize physical and emotional comfort, environmental safety of recreation;

reputational(image) - characterize the degree of prestige of recreation in the region;

social- reflect social stability in the region, the attitude of the local population towards tourists;

cultural and aesthetic- characterize the level of historical and cultural potential of the region, information richness, and the degree of cognition of excursion routes;

economic - reflect the level of tourist expenses, the cost of basic and additional services, the consistency of price and quality.

The most important component of marketing tourist areas is attraction marketing. It, in turn, is inextricably linked with image marketing, since it is the attractions that are the components of the positive image of a tourist region. Unfortunately, this type of marketing has been little studied; the influence of the attractiveness of individual attractions on the image of the entire tourist territory has been practically unexplored. At the same time, there is no doubt about the exceptional influence of individual unique objects on the image of the territory, which sometimes become symbols of cities and tourist centers (Eiffel Tower in Paris, Taj Mahal in India, Tower Bridge in London).

Of course, the value and attractiveness of attractions depends primarily on their historical and cultural significance, which is indisputable for well-known objects, but this does not mean that new objects are not attractive to tourists.

Examples include the quite successful marketing of a relatively new tourist center in Russia - Veliky Ustyug, known as the birthplace of the Russian Father Frost, or a new attraction on the outskirts of St. Petersburg - the village of Shuvalovka, which is positioned as an ethnic village, a center of folk arts and crafts in combination with an extensive program recreation, entertainment and Russian folk entertainment.

In fact, such an image policy creates new brands of territories, a set of unique distinctive features of the region. As you know, branding is the most important area of ​​marketing communications. There are different types of brands: product, service, personal, organization, event, and geographic.

For image marketing, a special role is played by “ geographical» brands(“Geographical” brands), where the object of branding are cities, countries, and resorts. This type of brand is gradually becoming widespread, especially in the tourism business, since its creation and successful promotion make it possible to generate additional income. The most striking examples of already established geographic brands - the ski resort of St. Moritz, the French Riviera and the Seychelles - bring considerable profits to tourist areas and the companies that promote them.

Based on the breadth of consumer coverage, geographic brands are divided into three main categories: local, national and multinational.

Local, or local, brand can be defined as a brand that exists in a certain limited area - within one city or even an urban area, within one tourist center, attraction. The locality of a brand is not a sign of its weakness: as a rule, it is the result of a thoughtful branding strategy and rational allocation of resources. Many companies and territories prefer to create strong local brands and concentrate on one region instead of creating a “diffuse” national brand. Examples of strong local brands are the famous tourist centers of Italy - Venice, Florence, Naples.

National brand exists within one country, requires significant financial investments for formation and development, however, work on the formation of a national tourism brand is necessary for the successful promotion of the country in the international tourism market.

Multinational(world) brand is a brand that is based on common strategic principles in the field of positioning and marketing on a global scale, at the same time, specific marketing activities in different regions may vary depending on the national characteristics of countries and tourist regions.

Branding is the process of building, developing and managing a brand, the goal of which is to create a strong and competitive brand.

The classic scheme for creating a brand is a rather complex process, which in a simplified version can be represented as a sequence of stages:

• 1) strategic market analysis using marketing technologies;
• 2) assessing the feasibility of introducing the brand to the market;
• 3) brand positioning;
• 4) creation of brand attributes.

The first stage of creating a brand is an analysis of the market situation, which determines the feasibility of introducing a new brand to the market. For this purpose, all known marketing mechanisms are used to help accurately determine market characteristics: SWOT analysis, consumer segmentation and competitive environment analysis.

The second stage provides an understanding of the need to create a brand with perceived and imagined differences from competitors. The manufacturer expects a sharp increase in sales from the brand, additional profits and the ability to further exploit it, so at this stage the expected costs and possible income from branding should be realistically assessed.

The third stage completes the strategic part of the brand creation program. The basis of this stage is positioning. Brand positioning allows you to control, to a certain extent, consumer opinion regarding the place of the brand among many different brands. In fact, positioning is the vision of each company’s own brand separately; it allows you to compare individual brands, identifying advantages and disadvantages.

The fourth stage is the stage of creating a creative brand image. At this stage, the substantive essence of the brand, its value for consumers, as well as the level of design development of the brand name, logo and other attributes are determined. When developing a brand, you need to take a number of sequential actions:

• 1) determine the brand mission;
• 2) define and formulate the brand philosophy;
• 3) develop a concept and strategy for brand development;
• 4) create a system of strategic brand images;
• 5) determine corporate symbols, brand name;
• 6) create a brand communication system.

Questions and tasks for self-test

• 1. What is “the image of a territory (country, region, tourist center, tourist destination).” What is his role?
• 2. List the geographical, cultural, historical and ethnic components of the image of a tourist region.
• 3. Define the concept of “image of territory”. Emphasize the features of its formation and consolidation in the minds of consumers.
• 4. What is the symbolism of the region? Show the role and significance of attributive signs in the formation of an attractive image of a tourist region.
• 5. Describe image marketing: indicate the basic concepts, their role and significance.
• 6. Reveal the essence of image positioning of tourist territories.
• 7. What are the features of branding of tourist areas? Describe the process of brand formation.

Dzhandzhugazova E.A., Lapochkina V.V.
Modern problems of service and tourism. - 2007. - No. 2. - P.39-49.

Marketing methods of forming the image of tourist territories (using the example of the Smolensk region)

The article is devoted to the problems of forming and promoting the image of a tourist territory based on the use of marketing methods and tools. The Smolensk region was chosen as the object of research as the most representative from a scientific and practical point of view.

The dream society is being born now...
Goods, services, territories will appeal
to our hearts, not to our heads.
The world will become like a theme park
in which special attention will be drawn
genuine attractions.
Rolf Jensen.

Currently, there is an intensive development of marketing as an ideology of modern business and a practical field of activity. New types of marketing activities are being formed, developing primarily depending on the characteristics of the promotion object. In particular, territorial marketing proposes to consider the territory as an object of promotion and as a specific territorial marketing product, the successful promotion of which makes it possible to achieve the well-being of its residents and satisfy the needs of people who use the proposed territorial benefits (climate, landscape, local medicinal factors) for recreation and recreation purposes.

Understanding the need to use marketing technologies and tools in the practice of territorial management in each specific region is initiated by various reasons. In one case, there is a decrease in the popularity and attractiveness of the territory, in the other, the problem of the outflow of labor, financial and other resources from the region arises.

At the same time, it is necessary to constantly promote regional goods and services, both within the region and beyond.

All this requires a deep rethinking of the marketing approaches and methods used. At present, despite its high practical significance, regional marketing is still a little-studied economic tool, although some of its elements are reflected in theory and are quite actively used in foreign and Russian practice. First of all, this relates to strategic management associated with attracting investors and consumers of the regional tourism product based on the creation and dissemination of a positive picture of the territory. Such a positive picture of the territory is fixed in the minds of consumers through a favorable and well-formed image of the territory.

Image is one of the determining factors in the promotion of a region, since the investment, socio-political and cultural-historical attractiveness of regions is a consequence of the formed image. Each region is represented in the mass consciousness of consumers in an image endowed with unique characteristics.

A positive image is not a fashionable attribute, it is a vital necessity in modern conditions of globalization and informatization of society.

The term “image” is now quite popular and is present in the dictionary of researchers, practitioners, and government representatives. Currently, a special field of knowledge has emerged - imageology, which studies the patterns of formation, functioning and management of the image of a person, organization, territory, product or service.

Research in the field of image formation is quite popular, but it is rather theoretical in nature and has little impact on subject areas, in particular the image of regions. However, it should be noted that with a well-formed image, just the mention of the name of the region gives tourists certain associative images of this region, and a desire to go on a trip arises. In fact, a positive image is activated, which invariably causes positive emotions and, as a rule, initiates a visit to the territory.

When we talk about the image of regions, we mean a whole complex of associative ideas that an individual associates with the region. To some extent, it is close to the concept of “social stereotype”, but stereotypes usually arise involuntarily, while the image is carefully thought out and constructed, and therefore can be controlled.

The image of any tourist region is not constant; ideas about the region may change, especially under the influence of economic, political and other factors. The most effective propaganda means capable of creating a positive image are advertising and competent propaganda policy both at the public and regional levels.

To be successful in today's world, the region needs to be positive and vibrant. And most importantly, be able to show it!

The mere presence of tourism resources in a region does not automatically make the region attractive to tourists. Firstly, based on available resources, it is necessary to create a profitable, high-quality tourism product, which should be based on an original marketing idea, and then this product should be promoted to the market. One of the opportunities that emerged when marketing activities were transferred to the regional level is the formation of a positive image of the territory.

In this regard, the question is quite legitimate: how to promote the region? The set of tools as a whole has been developed, but it is necessary to formulate the basic principles and algorithm for promoting the territory.

To do this, you should Firstly, understand the need to form an image by all subjects of the local community, and most importantly - by local authorities, and Secondly, apply these tools taking into account regional specifics. The most important condition for the entire process of successful promotion of the region should be a system of well-established relationships among all participants in this process, as well as the ability to work with regional and federal media and the general public. In this regard, it is worthy of attention to study the features of using marketing methods to work with different types of image (Table 1).

Table 1

Marketing techniques applied to different types of image

In the modern understanding, the image of a country or region is not just a result or consequence of many factors of regional development (political, economic, socio-cultural, etc.), but also an active instrument of transformation aimed at increasing the status and prestige of a given territory, including including its investment attractiveness.

To form and promote the image of a territory, first of all, it requires a complete and comprehensive diagnosis, which is based on the methodology of sociological research. Such studies were carried out according to a special program, including a series of panel surveys; the developers identified panels of experts and panels of consumers; the Smolensk region was identified as the territorial object of study.

This study was aimed at identifying the already established image of the Smolensk region and the associations that arise in the minds of consumers when this region is mentioned. In addition, the task was set to determine the attitude of potential consumers towards the tourist area, which will ultimately help create a positive image of the region. In order for the study to be valid and reflect the opinion of the main target groups of potential consumers of the tourism territorial product of the Smolensk region, a representative sample was conducted.

First group- married couples with children living in regions bordering the Smolensk region, who have the opportunity to come to the Smolensk region during the holidays, weekends and holidays. The main goal for them will be relaxation combined with satisfaction from cognitive interest, and the second will prevail when choosing a vacation spot (30 respondents were interviewed).

Second group- schoolchildren, students, young couples, for whom educational and active recreation will be decisive when choosing a travel destination. Tourist products for them can be different: military-historical themes, eco-tourism, kayaking, fishing, etc. (150 respondents surveyed).

Third group- these are middle-aged people from 40 to 65 years old with a high level of education, but with relatively small incomes, who prefer a combination of recreation with excursion programs (50 respondents were interviewed).

During the study, 230 respondents were interviewed - representatives of selected target consumer groups, and the survey was conducted among both residents (80 people) and non-residents (150). Of those surveyed, only 16 people visited the Smolensk region (10.7% of all respondents). The impressions these consumers received from their stay in the Smolensk region are more positive than negative, despite the fact that they all note the general underdevelopment of the tourist infrastructure.

At the same time, the opportunities for tourism development are identified as significant. The results of the study are presented in tables 2 and 3.

table 2

Results of the survey of “consumers”

The table is compiled based on the data of the conducted research

Table 3

Results of the survey of “experts”

The table is compiled based on the materials of the study

Based on the data given in Table 2, we can conclude that the most popular objects in the Smolensk region are: the historical and architectural complex “Teremok”, the museum-estate of M.I. Glinka in Novospasskoye, exhibition complex “Smolensk Fortress”, Tenisheva’s estate in Talashkino, A.S. Griboyedov "Khmelita", .

National Park "Smolensk Poozerie"

The formed image of the region can be assessed as contradictory, since the opinions of consumers are divided approximately equally; the image is perceived by them as more positive than negative, or more negative than positive. Associations that arise in the minds of consumers are mainly associated with the wars of 1812 or the Great Patriotic War; many also note the rich cultural and historical heritage, beautiful nature and favorable environmental conditions. Nevertheless, many consumers note the unsatisfactory state of tourism infrastructure and services.

Based on the information given in the table, we can conclude that the activities of the administration of the Smolensk region to form and promote a positive image of the region are assessed as ineffective, despite the fact that in general the image of the region is perceived by experts as more positive than negative. It was revealed that there are rarely references to the Smolensk region in the media, and if there are, the information is rather neutral in nature, or the region is presented as not very successful, having many problems. Despite these circumstances, most experts believe that a favorable situation is emerging for investment. It is necessary to pay more attention to holding sociocultural events and covering them in the media. The importance of the participation of regional authorities in the formation and promotion of the region’s image and taking measures for the development of tourism infrastructure is also emphasized.

The Smolensk region, due to its rich cultural and historical heritage, as well as its convenient geographical location, has significant tourism potential. The shortest routes connecting the central regions of Russia with Western Europe pass through its territory, which creates conditions for the development of educational and automobile tourism.

On the territory of the Smolensk region there are 3974 objects that are historical and cultural monuments. The most significant of them are the Gnezdovo archaeological complex, churches of the 12th century, the Smolensk fortress wall, monuments of the Patriotic War of 1812.

Attractive tourist sites are the estates of A.S. Griboedova (village Khmelita), M.I. Glinka (Novospasskoe village), M.K. Tenisheva (Flenovo farm), N.M. Przhevalsky (Przhevalskoye village). The centuries-old history of the cities of Vyazma, Dorogobuzh, Gagarin, located along the Old Smolensk Road, arouses interest among Russian and foreign tourists.

Traditional Griboedov readings, All-Russian Music Festival named after M.I. Glinka, International Tourist Festival of Protected Author's Song "Smolensk Poozerie", social and scientific readings in the homeland of the first cosmonaut of the planet Yu.A. Gagarin strengthen the role of event tourism.

In the Smolensk region there are more than 130 churches, four monasteries have been recreated, which contributes to the development of religious tourism.

In addition, the Smolensk Poozerie National Park is located in the Smolensk region, and its unique natural landscapes with dozens of ice age rivers and lakes contribute to the development of eco-tourism.

For hunting lovers there is also an opportunity to realize their interests. There are over 120 hunting farms in the region, where tourism infrastructure is developing and the range of services offered is expanding.

The Smolensk region also has the opportunity to develop medical and health tourism. There are mineral water springs in the region, and sapropel mud, unique in its healing properties, has been discovered.

Completely diverse tourist routes and products can be addressed to each of the potential consumer groups, but they must be well thought out and competently offered.

1. To the homeland of M.I. Glinka. Visit to the composer's house-museum in the village. Novospassky, visit to the city of Yelnya to examine the monument to the first guardsmen and the fraternal cemetery of soldiers who died in the Smolensk battle in August-September 1941.
2. Gnezdovo mounds. Visit to the Gnezdovo archaeological complex, monuments of the 9th-11th centuries.
3. “In the land of blue lakes.” A visit to the Smolensk Poozerie National Park with an inspection of the place where the ancient city of Verzhavsk was located, walking along an ecological trail. Visit to the house-museum of N. M. Przhevalsky.
4. “Love calls to the Fatherland.” Visit to the village of Krasny, the exhibition of the local history museum, places associated with the events of the Patriotic War of 1812.
5. Katyn tragedy. Visit to the Katyn memorial complex - the site of execution of victims of repression.
6. To the Solovyova crossing. Country excursion to the site of fierce battles on the territory of the Smolensk region in 1941.
7. “The Smolensk road that led to the stars” Visit to the city of Gagarin, the United Memorial Museum of Yu. A. Gagarin, p. Klushino.
8. The ancient Russian city of Vyazma. Sightseeing tour of the city, visit to the St. John the Baptist Convent with lunch according to the monastery charter, art gallery.
9. Along ancient Russian estates. Visit to the family estate of A.S. Griboyedov "Khmelita", inspection of the museum exhibition, church, estate park, estates "Alexandrino", "Lipetsy", "Vysokoye".
10. Field of Russian glory. Visit to the Bogoroditsky field in the Vyazemsky district.
11. Boldinsky Monastery. Sightseeing tour of Dorogobuzh, visit to the Holy Trinity Gerasimo-Boldinsky Monastery. Excursion to the Baryshnikov estate (Aleksino village). Visit to a stud farm.
12. “Lubavitch is the center of Hasidic Jews.” Visiting the burial places of the founders of Hasidism in the village of Lyubavichi.
13. “On the Old Smolensk Road.” Visiting ancient cities: Smolensk, Vyazma, Dorogobuzh, Gagarin, getting acquainted with everyday life and crafts.
14. Fishing tour to the Yauzskoye, Vazuzsky reservoirs of the Gagarin region. Fishing tour in the Smolensk Poozerie National Park.
15. “Kayaking.” Water tour along the rivers of the Ugra region.
16. Hunting tour. Visit to the Smolenskoye hunting reserve in the Vyazemsky district.
17. “From the history of glass production.” Visit to the Pervomaisky glass factory and glass museum.
18. Excursion to the Smolensk nuclear power plant in Desnogorsk.
19. Folklore and ethnographic tour for children in the Republic of Gamayuniya.
20. Visit to the Smolensk Poozerye national park in the Dukhovshchinsky district.
21. Smolensk region during the Great Patriotic War. Visiting the main battle sites in the Smolensk region (Soloviev crossing, Bogoroditsky field, Yelnya, etc.). Who knows about these interesting places to visit? We assume that, unfortunately, not many. How many interesting events take place in the region without proper coverage? Here you can note the music festival of M. I. Glinka, and the festival of art songs in the Smolensk Poozerie national park, and a theatrical reconstruction of the events of the War of 1812, and much more. Of course, when creating an attractive image, it is best to focus on the most attractive objects for tourists, the region’s event calendar, as well as already well-known regional brands. It is necessary to work with the local community to explain the importance and significance of a positive image and high reputation of the region for successful economic growth.

A special role here should be given to the media, since it is the means of mass communication that can effectively influence both the general public and certain target groups, creating a favorable image of the region. However, not all regions of Russia are able to competently organize publicity, because this requires serious investment and the formation of the entire media program on a conceptual basis. Today, perhaps, only the Krasnodar region and, in particular, the well-known resort of Sochi are quite successfully represented in the federal media.

An important aspect of promoting the region in the global information space is the improvement and development of electronic resources and, in particular, the modernization of the official website of the Smolensk region, which can become a key marketing tool aimed at creating a positive image of the region.

At the same time, it is necessary to realistically assess the region’s capabilities in the field of organizing mass tourism, which involves identifying strengths and weaknesses, as well as existing opportunities and threats.

At the same time, the image of the region being formed and promoted must be correctly positioned, and such image positioning should be based not only on the traditional resources of the territory, but at the same time emphasize the uniqueness of the region, or the so-called zest. It should be noted that some regions of Russia use image positioning quite successfully. Examples of image positioning are given in Table 4.

Table 4

Examples of image positioning of Russian regions

The table is compiled based on media and Internet resources

It becomes quite obvious that each region should and can find its own uniqueness, stand out from many and be remembered by consumers. What options for image positioning can the Smolensk region rely on?

Positioning of the territory in accordance with the new image of the Smolensk region should be based not only on objects of cultural and historical heritage, but also on the possibilities of organizing adventure, active recreation, as well as cultural events and holidays held in the region. Ecological and recreational tourism products will be positioned as “pristine, unexplored, unique” natural attractions. It is important to focus on the emotions that the image of a territory can evoke in consumers. The formed image can evoke in consumers a whole chain of associative pictures that remind consumers of the region. All this, in turn, will allow it to occupy a special place among other tourist territories, and most importantly, will emphasize its uniqueness.

Literature

1. Dzhandzhugazova E.A. Marketing of tourist territories. - M.: “Academy”, 2006.
2. Koro Nicholas. In search of an image // PACKAGE. - 2004. - No. 26.
3. Pankrukhin A.P. Territory marketing. - St. Petersburg: Peter, 2006.
4. Chizhov Dmitry. Image of regions: strategy and methods of promotion // Publicity. - 2006. - No. 1. - P.15-18.
5. Pocheptsov G. Imageology. - M., 2004.
6. Shabunin A. Territory branding. Russian specifics // Publicity. - 2006. - No. 1. - P.118-121.

The article deals with the issues of building and promoting a tourist territory image by means of implementing marketing methods and tools. Smolensk region, which is the best illustration from the scientific and practical point of view, was chosen the object of the research.

Yu. V. Taranova

Tourist image of the country

In international practice, there are a number of definitions of the concept of tourism. Most of them highlight three main points that characterize tourism:

1) change of place (travel and stay in places outside the tourist’s usual living environment);

2) temporary nature of the trip (not exceeding one year in a row);

3) lack of connection with work activity (wages) (without engaging in activities related to receiving income from sources in the country (place) of temporary stay).

Defining tourist image of a territorial state entity, As a starting point, we will use the approach of the World Tourism Organization, understanding the image of a country as “a set of emotional and rational ideas resulting from a comparison of all the characteristics of the country, actual experience and rumors that influence the creation of a certain image.” Below we will give several examples of how the tourism image of a state-territorial entity is directly determined in the literature. It is worth noting that when considering the tourist image of a territorial entity, we, as well as when considering the holistic image of a territorial entity, are faced with various approaches and perspectives presented in the literature for viewing this category - marketing, branding and image. Moreover, among different authors these approaches interact and intersect within the same text.

Thus, M. A. Spirchenko considers the city as a peculiar, unique product that has specific, inherent properties, and requires a certain positioning and promotion in order to obtain certain benefits. “The image of a city can be understood as the historically established image of a city as a subject of social relations in the system of a region or country, conditioned by national, social, cultural and city-constituent factors, which is manifested in accompanying communicative attributes.”

Applying a marketing approach to tourism, A.F. Gorokhov considers the concept of “tourist destination”, defining this concept “as an intensively produced and consumed set of tourism products developed on the basis of tourism resources and infrastructure of a certain territory, concentrated in time and space and intended for certain categories of consumers." The concept of a tourist destination brand represents, according to the author, the dominant creative idea, built on the symbolization of the main values, resources of the territory, embodied in semantic, graphic, sound, animation expressions, etc. A. F. Gorokhov considers the study and formation of image and branding strategy in within the framework of forming a marketing strategy for the development of a tourist destination.

In general, after analyzing the literature, we can conclude that the definition of a country’s tourist image is similar to the definition of the country’s image as such. The only thing that is added is a certain specification associated with the identification of a narrower group of the public (and groups already within this group) and an emphasis on certain image characteristics - the components of the territory that are most important for this target group.

Thus, tourist image of the country can be defined as a set of symbolically expressed emotional and rational ideas about the originality and specificity of the country, formed in the minds of public groups (real and potential tourists).

The image of a territorial state entity is formed in stages. When justifying the technology for forming the image of a region/country, we rely on well-developed PR theory approaches to forming a company's image and use Laswell's communication model.

We can distinguish the following stages in the formation of the tourist image of a territorial state entity:

1) identifying the expectations of public groups in relation to the territorial state entity;

2) identifying the features and advantages of the territory as an object for tourism;

3) comparison of the image of a territorial state entity needed by public groups with the real characteristics of the territory; wording of the message (messages must be consistent, but different for each group of the public and must take into account the specifics and interests of each group);

4) determination of priority communication channels through which the message (containing characteristics of the region/country demanded by public groups) will be sent to public groups.

The main channels through which information is sent to public groups are:

— Internet (including blogs and forums);

— special events;

— personal meetings;

— intermediaries (travel agencies);

5) development and implementation of an appropriate program of action, taking into account the interests of various subjects and the consistency of their actions;

6) efficiency analysis.

It is important not only to attract tourists, but also to encourage them to come regularly and recommend the territory for visiting to their friends. Visiting guests have the right to count on a full-fledged tourism product, and not just visiting the main attractions. This requires a specially developed program to form the image of the territory.

Let us consider the presence of attractive features of a territorial state entity for tourists, taking into account the specifics of this group of the public; as well as the channels that are used to convey a message about the tourism wealth of a territorial state entity to potential tourists.

What attracts tourists to a country or region?

The factors that shape the brand of a territory include, for example:

- historical aspect, attractions, various events and “shared values, feelings, common ideas” (for example, London is a city of business prospects and educational opportunities);

— tourist resources and infrastructure of a certain territory. Thus, A.F. Gorokhov distinguishes between primary and secondary resources. Basic resources form the demand of tourists. Secondary resources are auxiliary components that ensure the standardized quality of a tourist trip: accommodation facilities, transport, all types of services for tourists, etc. Secondary resources are divided by A.F. Gorokhov into infrastructure and superstructure. Infrastructure represents the entire complex of basic facilities necessary for the livelihoods of the local population and tourists: water supply, sewerage, electricity, roads, communications, etc. The superstructure is defined by A.F. Gorokhov as a set of secondary resources directly from the tourism sector: hotels, beaches, service enterprises, etc.

Tourists, no matter how focused they are on certain (cognitive, recreational, business) goals, still cannot help but encounter the current state of the territorial entity. The cleanliness of the streets, the politeness of local residents, their knowledge of languages, the ability to inform about interesting places to visit, the quality of service in cafes and restaurants, the availability of ATMs, the availability of communications - all this will be noticed by guests of the country, and they will tell their friends about everything upon returning home. Limiting factors in the development of the tourism industry can be: lack of information, lack of clear positioning of a territorial entity in the domestic and international information space, and infrastructural problems. Political problems, difficulties associated with obtaining a visa, force majeure and crisis situations can also discourage tourists from visiting a particular country.

Thus, the level of infrastructure and quality of service contribute to the arrival of tourists in the country, and the unique features of the territory attract tourists to the country:

• historical and cultural heritage, architectural monuments;
• natural-geographical features of the territory;
• opportunities for hunting, fishing, extreme tourism;
• carnivals, festivals, holidays, sporting events and other exciting events that are associated with the territory;
• specific features of the territory (in relation to the interests and goals of specific tourists).

When constructing the image of a territory, it is necessary to take into account the fact that the set of image constructs contained in a message addressed to the audience, and the channels through which this message reaches the audience, are not the same for different groups of the public, but take into account the specifics, interests and preferences, goals, as well as the cultural level of each group. After all, tourists come to the country for different purposes, have different financial resources and unequal cultural and educational levels.

Speaking about channels for transmitting information, we note that to attract tourists, you can place the necessary information in the media, on the websites of tourism operators, on the websites of regional administrations, at interregional and international exhibitions - that is, use those channels through which the information is most likely to reach potential tourists .

Participation in specialized exhibitions contributes to the formation of the territory’s image as a major tourist center. Thus, regions of the Russian Federation present their stands at international exhibitions held annually in Moscow - “Intourmarket” and “MITT-Travel and Tourism”. Visitors to exhibitions have the opportunity to get acquainted with the programs of tour operators in rural, historical, environmental and other types of tourism. At exhibitions, regions demonstrate printed and video materials and present souvenirs.

As an example, we give the following methods and channels for attracting potential tourists, outlined in the law on the regional target program “Development of tourism and recreation in the Leningrad region”:

1) cycles of television and radio programs for Russia and foreign countries;

4) international exhibitions;

5) official website of the Administration of the Leningrad Region;

6) a network of tourist information centers for foreign and Russian tourists;

7) study tours around the Leningrad region for foreign journalists;

8) presentation of tourism opportunities of the Leningrad region in the regions of the Russian Federation and the main countries sending tourists to the Leningrad region.

In conclusion, I would like to note that the tourist image of a country is one of the components of the overall image of the country. The connection between the country's tourist image and the natural-geographical, historical-cultural, socio-economic, political and mass cult components of the Spheral structural model of the external image of the state is obvious. All these components influence each other within the framework of the macrostructural model of the image of a territorial subject. The development of tourism plays an important role in solving the economic and social problems of the country, providing significant revenue to the budgets of the constituent entities of the Federation, contributing to the successful activities of small and medium-sized businesses, and ensuring the income of citizens employed in this area. At the same time, tourism has an impact on the preservation and development of cultural potential and leads to the harmonization of relations between different countries and peoples.

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One of the criteria for the effectiveness of regional socio-economic policy is the fullest possible realization of competitive potential, that is, the formation and development of regional competitive advantages. Therefore, for many Russian regions, the realization of the potential of ethnic culture, ethnic culture in this case is considered as a set of material and spiritual values ​​created and accumulated by an ethnic group, becomes one of the endogenous development factors capable of developing into a sustainable competitive...

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Methodological aspects of determining the ethnocultural potential of a region

Panikarova S.V.

GOU VPO "Khakass State University named after. N.F. Katanova"

Abakan

One of the criteria for the effectiveness of regional socio-economic policy is the fullest possible realization of competitive potential, that is, the formation and development of regional competitive advantages. For a number of regions that do not have significant industrial or agricultural potential, a focus on cultural wealth becomes a real opportunity for socio-economic recovery. Cultural identity creates a sustainable interest in cultural heritage and demand for cultural services, which ensures an influx of financial resources for the development of territories. Therefore, for many Russian regions, the realization of the potential of ethnic culture (ethnic culture in this case is considered as a set of material and spiritual values ​​created and accumulated by an ethnic group) becomes one of the endogenous development factors that can develop into a sustainable competitive advantage.

The structural configuration of ethnocultural potential depends on the object of analysis. In particular, it may include many “subpotentials”, such as: the potential of cultural heritage (its material and intangible components); potential of ethnic communities; creative potential of citizens and organizations of ethnic culture carriers; political; economic (potential of ethno-economics); scientific (potential of traditional knowledge), etc. The components that make up the structure of ethnocultural potential perform certain functions, and, as a result, can bring certain benefits to the region in the process of implementation.

How can ethnic culture increase the competitiveness of a territory, and in what directions can ethnocultural potential be realized? The most obvious answer is the development of tourism. The historical and cultural heritage of ethnic groups is a significant factor of competitiveness that can be used to create a favorable image in the tourism market. We are mainly talking about such areas of tourism as ethnographic, aboriginal, and event tourism.

Another possible direction for realizing ethnocultural potential is the sphere of culture. Commercial interest in cultural identity, noticeable in recent decades throughout the world, stimulates the development of both professional organizations and cultural institutions with ethnic specifics, and amateur artistic groups.

Historical and cultural identity makes a significant contribution to the formation of regional identity and helps to increase the regional self-awareness of residents. High regional self-awareness keeps the population in the region, including young people and highly qualified personnel. Love for the region fosters responsibility for natural resources and directs people to be included in the process of sustainable development of the territory. The desire to develop the territory contributes to the development of local self-government. All this improves the quality of life of the population, the quality of human resources, and, therefore, makes the region more attractive to investors.

Ethnocultural potential can be realized in strengthening the civic characteristics of the regional community. National public associations and national-cultural autonomies occupy a significant place in the third sector, which constitutes an independent necessary institution of civil society. The potential of ethnic communities is seen in the development of civil society through the expansion of the network of NGOs; increasing the number of socially significant public initiatives at the regional and municipal levels; prevention of manifestations of ethnic extremism; strengthening the image of the region.

The next thing worth mentioning is the use of ethnocultural potential in positioning the region in the world. Ethnic proximity (as well as cultural, linguistic, religious) can be used for regions to develop ties with foreign actors. This is proven by examples of the development of international economic cooperation between the regions of residence of the Finno-Ugric peoples, the regions of Sayano-Altai, Tatarstan, etc.

Since one of the areas of regional competition is building relationships with the center, it should be mentioned that “ethnic” regions have certain advantages in obtaining economic and political preferences. The resulting privileges can be both a means to ensure ethnic identity and an ultimate goal. First of all, these are the economic benefits that the statute of national-territorial units can bring (for example, those that appeared during the “parade of sovereignties” of 1990-1993). Moreover, often the loss of status brings no less, and perhaps even greater, benefits. An example of this is the conditions for unification that were put forward by the autonomous okrugs. The demands of the autonomous okrugs for the legislative consolidation of a special status concerned not only ethnocultural issues, but extended to a wide range of political and economic rights that the former autonomies would like to retain for themselves. In addition, there is the possibility of using the argument of interethnic friction to obtain certain benefits. For example, increasing spending on issues related to the development of ethnic groups or providing greater freedom in addressing issues of developing cultural identity.

And finally, it is necessary to mention such an area of ​​realizing ethnocultural potential as the use of traditional knowledge of indigenous peoples. Traditional knowledge, in addition to its significance for science, is the basis for the development of ethno-economics. Some products of the ethno-economy are unique and become the hallmark of the region. In addition, increasing the marketability of traditional forms of economy of indigenous communities is often the only way to preserve many national villages.

So, the development by regional bodies of a policy to increase competitiveness and the effectiveness of its implementation are largely determined by how fully the main characteristics and capabilities of the territory are taken into account. O ria for which competitive advantages are created. Consequently, assessing the ethnocultural potential of regions and local territories is and nary component of socio-economic regional policy. Her o With new task information support for the adoption by authorities of the e regional and municipal levels of decisions in the field of formation and implementation of policies to increase competitiveness.

Assessing ethnocultural potential involves solving the following research problems:

• development of methods and formation of tools that allow assessing ethnocultural potential;
• analysis of directions for using ethnocultural potential in the main part of the productive forces of the regional economy;
• determining the contribution of ethnocultural potential to the formation of the region’s competitive advantages;
• identifying prospects for using ethnocultural potential to increase the competitiveness of the region.

First of all, it is necessary to highlight aspects related to the general methodological principles of assessing ethnocultural potential:the need to take into account objective natural indicators characterizing the state of the ethnocultural potential of the territory; the need to consider an expanded set of groups of indicators, including primary indicators for determining the effectiveness of using material and intangible elements of ethnocultural potential; the ability to use the developed analysis tools both for long-term planning purposes and for making short-term decisions.

The complexity of studying ethnocultural potential lies in the interdisciplinary nature of the problem. Elements of theoretical analysis of the role of ethnocultural and ethnosocial processes in regional development are present in certain theoretical directions and “schools” of sociology, ethnography, cultural studies, etc. At the same time, the authors most often focus on problems of ethnoconflictology, while regions with a tolerant population receive much attention less attention.

Assessing ethnocultural potential is a very difficult methodological problem; in particular, the study is complicated by the following questions:

• the specificity of determining the list of private indicators for assessing the material and intangible components of ethnocultural potential (no ethnic culture repeats a strict set of characteristics characteristic of another culture);
• ethnic culture, due to its complexity, versatility and multidimensionality, does not coincide with the geography of ethnic groups, much less fits into administrative boundaries;
• indigenous culture is not always dominant;
• the need to take into account the multiplicity of targeted use of the ethnic factor;
• incompleteness of the currently existing information support for this problem.

In addition, when assessing the ethnocultural potential, it is necessary to take into account such additional factors as the level of economic development of the territory, economic specialization and concentration of economic activity, and the territorial connection of the local territory to a particular subject of the Federation. The influence of the listed factors is a kind of “external background” that can either accelerate or slow down the realization of ethnocultural potential.

Currently, there is no systematic vision and understanding of the role of ethnocultural potential in the context of the picture of the future of a particular territorial unit. The problem of establishing a special mechanism for the formation and implementation of ethnocultural potential as one of the competitive advantages of the region is quite new for the Russian theory and practice of regional economic management. More in-depth theoretical study requires methodological issues of assessing the ethnocultural potential of a region’s human resource as the main part of the productive forces, the contribution of ethnocultural potential to the development of competitive advantages of territories and identifying prospects for its use.

The study of ethnocultural potential will allow a more reasonable approach to determining strategies and tactics for regional development, since the regional development strategy must fully take into account the social, cultural, in particular, ethnocultural characteristics of the population, especially in “ethnic” regions. The results of the study of ethnocultural potential can become an information base for forming the foundations of regional ethnocultural policy and making comprehensively informed decisions on the inclusion of cultural heritage in the regional economy. Assessing the ethnocultural potential of the region’s human resource as the main part of the productive forces will make it possible to specify its contribution to the formation of regional competitive advantages and identify promising directions for its use. Solving these problems, in turn, will contribute to the creation of spatial prerequisites for the formation of additional competitive advantages based on the internal resources of the community itself, which is especially important against the backdrop of the unfavorable structure of other factors and the lack of obvious benefits.

The article discusses issues related to the need to brand a region in order to increase its tourist attractiveness and the impact of tourism development on the global economy in general and on the region in particular, the role and importance of territorial branding aimed at creating the competitive advantages of the region, the main tasks of branding a tourist territory, conditions for creating a positive image of the region, as well as factors influencing the tourist attractiveness of the territory. Attention is paid to issues related to the characteristics of the main options for the development of tourist attractiveness and competitiveness of the region. A model for creating a branding concept for the region as a tourist territory has been developed. The article discusses the main provisions for developing the concept of a brand of a tourist territory, the principles of creating a branding concept for the region, and proposes a program for branding the region to increase its tourist attractiveness.

territorial branding

tourist area

region branding concept

tourist attraction

1. Vazhenina I.S. Image and reputation of the territory as the basis for promotion in a competitive environment // Marketing in Russia and abroad. – 2006. – No. 6.

2. Vazhenina I.S. Image and reputation of the territory // Regional Economics. – 2006. – No. 23. – P. 2–12.

3. Morozova N.S. Theory and methodology of the formation and development of competition in tourism: abstract of a dissertation for the degree of Doctor of Economic Sciences. – M.: RosNOU, 2012.

4. Pankrukhin A.P. Territory marketing. – 2nd ed., add. – St. Petersburg. : Peter, 2006. – 416 p.

5. Selyukov M.V. On the question of the theory and practice of developing a brand platform at the regional level / M.V. Selyukov, N.P. Shalygina, E.V. Kurach // Modern problems of science and education. – 2012. – No. 3; URL: www.science-education.ru/103-6110.

In the modern world, territories compete with each other, striving for self-affirmation and choosing an economic structure that will be able to ensure its reliable position.

In conditions of constant growth of competition under equal economic conditions, marketing of any territory, namely such marketing categories as brand and image, are important when comparing geographical areas that are in almost the same economic conditions. In this regard, more and more countries and cities are purposefully promoting their territories and creating their own brand, which determine the tourist attractiveness of the area.

This trend is characterized by the fact that tourism has recently become one of the most important sectors of the world economy, which determines the well-being of regions. It should be noted that tourism is a diversified industry, including the hotel industry, transport, the catering sector, cultural and leisure organizations and the additional services sector. Tourism is becoming a source of creating new jobs, as well as a source of development of tourism industry enterprises around the world. Nevertheless, growing competition to attract tourists has required new methods and approaches from administrative-territorial entities. One of the most effective methods in this regard has been the branding of the region as a tourist territory - branding plays an extremely important role, since it includes the promotion of services and goods related to the tourism industry.

Currently, in any region, in order to develop tourism, a set of various marketing activities is being developed, among which the formation of a positive attitude towards the region and its recognition - territorial branding - is becoming increasingly popular. Positioning a positive image of the region, which must be unique, becomes a necessary condition for the development of a branded tourist territory.

Territorial branding is aimed at creating a region’s competitive advantages over other territories, as well as improving its image, increasing popularity and fame in the eyes of tourists. In this regard, it is of no small importance not only to attract potential consumers of the tourism product, but also to provide recommendations for expanding the circle of people interested in visiting a tourist area, which, in turn, will lead to an increase in tourist flow.

Territory branding is the process of creating and managing a brand, which includes the formation, promotion, development and repositioning of a brand. The basis of branding a region is the use of technologies to create its distinctive image and the formation of the attitude of a specific target audience towards it. At the same time, branding is the preferred way to distinguish a region from others and at the same time one of the important ways to realize the competitive advantages of a territory. Thus, branding of the region is created to attract the attention of potential consumers of tourism services to it.

The main task of branding a tourist area is to highlight, position and strengthen its strengths, which in most cases form the basis for the formation of a tourist brand. The brand of a region as a tourist territory expresses the main values ​​of the territory, its goals, mission in tourism and, in addition to the above, the main types of tourism resources.

The positioning of any territory is based on its uniqueness and originality. A tourist territory is attractive to tourists only if it has interesting sights, rich natural resources, unique historical, natural and architectural monuments, religious sites, cultural and national characteristics of the population. In addition, an important role in creating a positive image of the region is played by a stable political and socio-economic situation, the development of a network of railways and roads, accessibility of communications, a high level of development of modern tourism infrastructure, the absence of life-threatening natural phenomena and price compliance with the level of tourist services offered. .

Tourist attractiveness, due to its instability, can change depending on many factors that can in one way or another affect the attractiveness of a tourist area. Such factors may include: the presence of a modern material and technical base for tourism, namely the presence of the latest hotel complexes, specialized enterprises and institutions with a wide range of services that they produce, etc.

Based on the above, it is necessary to consider existing options for the development of tourist attractiveness and competitiveness of the region.

1. If a tourist territory has a pronounced attractiveness, and there is already a certain tourist flow corresponding to this attractiveness, then the level of achievable competitiveness of the territory will be determined by the development of tourist infrastructure corresponding to this attractiveness. In this case, the costs of developing the territory to a level of realistically achievable competitiveness will contribute to increasing the life cycle of the region; the payback period for these investments will be significantly shorter than in the case of creating a new territory.

2. If a tourist territory is just beginning to form or tourist attractiveness is created artificially, then the costs will be significantly higher. In addition, the costs of attracting tourist flows will be significantly higher, since it will be necessary to create a certain level of knowledge about this territory and stimulate tourist interest and the desire of tourists to come to it.

3. If a tourist area diversifies its attractiveness, i.e. artificially changes it, focusing, for example, on a different target market, then the costs of achieving competitiveness will be the highest, since this will require the restructuring of the corresponding infrastructure and a fundamental change in the target market. In addition, there is a risk that this territory may not be formed as a new tourist territory with new attractiveness, because old stereotypes regarding this territory will apply. In this case, there will be an outflow of tourists focused on the old attraction, and a new tourist flow will not be formed.

Having considered the options for developing the tourist attractiveness and competitiveness of the region, we can say that a positive image of a tourist territory today is a mandatory basic condition for creating the attractiveness of the region for potential tourists. The image of the territory, which develops in the mind of a tourist before making a trip, is one of the fundamental factors influencing the choice of a tourist when determining his future place of stay.

At the same time, the process of branding tourist areas, compared to the process of forming a brand of goods and services, solves the following problem: searching and optimally displaying the exclusivity of a tourist area using various integrated communication technologies by building an effective brand.

Building a brand of a tourist territory is a complex creative process consisting of several levels, which is based on the following marketing approach - determining the place of a tourist territory in the global tourism market and identifying the main preferences of potential consumers of tourism services. Thus, the brand of a tourist area is an image or image that exists in the mind of the consumer and is automatically perceived by him. The branding concept, or the concept of the brand of a region as a tourist territory, is in this case the main creative idea, which is built on the symbolization of the main resources and values ​​of the region, which is expressed in graphic, sound, semantic, animation and other expressions.

When developing a brand concept for a tourist area, in our opinion, it is necessary to be guided by the following basic principles:

1. Formation of basic principles for the development of a tourist territory and brand management.

2. Identification of the region’s initial mission in the field of tourism.

3. Determination of the main resource values ​​of the tourist territory.

4. Determination of the main consumer groups of the brand.

As part of the work to create a branding concept for a region as a tourist territory, a study of existing brands of the territory, brands of individual tourism products and regions, as well as tourist centers is carried out first. Then, common communication elements that are used or can be used in the process of place branding are identified.

As a result of studying brands, recommendations are developed regarding existing brands of the region as a tourist territory, as well as recommendations for their improvement, reorientation and repositioning to develop the concept of a new brand in case of its absence.

The process of creating a branding concept for a region as a tourist area in order to increase its tourist attractiveness is a system of sequential works and activities that can be presented in the form of the following diagram (figure).

A model for creating a branding concept for a region as a tourist territory in order to increase its tourist attractiveness

In addition, it should be noted that when creating a branding concept for a region as a tourist territory, reflected in this model, one should be guided by the following principles:

1. Possibility of using the concept at the international level.

2. Clarity and ease of information exchange.

3. Complete and accurate perception of the brand by the potential consumer.

4. Strengthening the competitiveness of the region through branding by distinguishing it from existing ones.

Based on the above, we can offer the following program for branding the region to increase its tourist attractiveness:

1. Selecting a tourist area to be branded.

2. Identification of persons interested in territory branding.

3. SWOT analysis of the branded region in order to identify external opportunities and threats, as well as strengths and weaknesses.

4. Analysis of the region’s tourism potential and assessment of its current state.

5. Setting goals and objectives for territory branding.

6. Design of innovative activities in order to promote the region and increase its tourist attractiveness.

7. Development of a territory branding program.

8. Obtaining regional support from a special body for managing territory branding.

9. Implementation of the region branding program.

Thus, at this stage of development, branding plays one of the leading roles in shaping the tourist attractiveness of the region. The prosperity of a territory largely depends on the degree of tourism development, while branding of the region is an important factor in the formation of its attractive aspects. Branding contributes to the positioning and promotion of the region in tourism markets - both Russian and international. Competent branding, the main task of which is to create a positive image of the region, can lead to the desired result - positioning the territory at various levels and attracting potential tourists to the region, which will help increase income from the activities of tourism industry enterprises, increase the number of new jobs, and additional financing in economy of the region and, accordingly, improving the quality of life of the population.

The article was carried out with the financial support of the Russian Humanitarian Fund. Grant “Development of tools for building a regional brand: an innovative approach” No. 13-32-01032. Head - Shalygina N.P.

Reviewers:

Matuzenko E.V., Doctor of Economics, Professor of the Department of Commercial Activities and Advertising, Belgorod University of Cooperation, Economics and Law, Belgorod;

Usatova L.V., Doctor of Economics, Professor of the Department of Accounting and Auditing, National Research University Belgorod, Belgorod.

The work was received by the editor on July 11, 2013.

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