Territory Branding as a Tool to Attract Tourists to Small Towns in the Moscow Oblast

Olga Valrntinovna Afanasyeva; Artyom Sergeevich Rybkin

doi:10.17323/cmd.2024.24352

Olga Valrntinovna Afanasyeva HSE University https://orcid.org/0000-0002-2041-6631
Artyom Sergeevich Rybkin HSE University

DOI: https://doi.org/10.17323/cmd.2024.24352

Keywords: domestic tourism, individual tourism, territory branding, small towns branding

Abstract

The article presents the results of the authors' research on the tourism destination positioning of small towns in the Moscow region on the Internet. Domestic practices of tourism destination positioning are considered in the conceptual context of the global expertise discourse on the problems of territory branding. The goal of the study is to evaluate the use of strategies and technologies of territory branding in the tourism destination positioning of small towns in the Moscow region considering the accumulated international experience. Based on the results of the study, the rating of tourism destination positioning of small towns in the Moscow region was compiled, conclusions were drawn and recommendations were given.

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Author Biographies

Olga Valrntinovna Afanasyeva, HSE University

Candidate of Political Sciences, Associate Professor

Artyom Sergeevich Rybkin, HSE University

Lecturer

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