Open AccessBRANDING OF THE TOURIST DESTINATION IN THE CONTEXT OF MANAGING THE TOURIST RECREATION COMPLEX
Author(s) -
С В Гриненко
Publication year - 2020
Publication title -
professorskij žurnal. seriâ: rekreaciâ i turizm
Language(s) - English
Resource type - Journals
ISSN - 2686-858X
DOI - 10.18572/2686-858x-2020-3-7-44-54
Subject(s) - tourism , recreation , attractiveness , business , marketing , context (archaeology) , position (finance) , advertising , political science , geography , psychology , archaeology , finance , psychoanalysis , law
Experience marketing is gaining an increasingly stable position among good governance technologies and tourism is the area where the imperatives of the experience economy are most evident. One of the most important technologies for marketing experiences is branding, which serves as a driver for the growth of the attractiveness of a tourist and recreational complex. The aim of the study was to analyze the use of branding technology in the management of tourist and recreational complexes in Russia, included in the register of investment projects of the Federal Target Program “Development of domestic and inbound tourism” through the method of comparative and contextual analysis, statistical methods based on a systematic approach. Insufficient attention to the management of the development of tourist and recreational complexes has led to the lack of recognizable brands, the lack of formation of programs for promoting tourist destinations in the Russian regions in the domestic and inbound tourism market, inconsistency with the imperatives of the impression economy, and, as a consequence, insufficient growth in the attractiveness of Russian tourism, despite significant support for the development processes of the shopping mall.