Scholarly record

CREATION OF THE TERRITORIAL BRANDS AS A FACTOR OF DEVELOPMENT SUSTAINABLE TOURISM IN THE REGION

B. M. Eidelman, L. R. Fakhrutdinova, O. A. Bunakov

Abstract

This article describes the problems of the formation of territorial brands as a factor of sustainable tourism development in Russia. The basic definition of a territorial brand and regional branding and more developed formulations of the above categories. Selected fundamental principles that should guide the creation and promotion of territorial brands. Much attention is paid to the formation processes of territorial brands on the example of Republic of Tatarstan. Territorial brand characterizes as set of developed ideas about respective region in in people's minds, which supports by value-characteristics of this region in different areas of life: administrative, recreational, sports, innovations and other. Territorial branding is a process of creation, development and promotion of territorial brands in minds of local citizens, tourists, community and administration with a view to creating some reputational advantages of respecting region. While creating territorial brads you should always know, which opportunities will get given municipal unit from using of brand of region in that it includes. In this case there are concerns if multiplicity of brands would not misinform and confuse potential tourists, who not too well versed in geography and individuality of different regions of Russian Federation.

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