БРЕНДИНГ ПРИГРАНИЧНЫХ ТЕРРИТОРИЙ ДАЛЬНЕГО ВОСТОКА РОССИЙСКОЙ ФЕДЕРАЦИИ КАК ФАКТОР ПОВЫШЕНИЯ КАЧЕСТВА ЖИЗНИ НАСЕЛЕНИЯ РЕГИОНА

Abstract

The article examines branding of the border territories of the Far East. The relevance of the topic is due to the fact that the border regions of the Far East, subject to the implementation of a set of measures in the field of territorial branding, have great potential for the development of tourism, increasing investments in various sectors of the economy, and reducing population outflows. The work for the first time attempted a scientific understanding of the practical possibilities and prospects for the development of brands of the border territories of the Far East. The aim of the article is to study and discover the most promising areas, methods and technologies for the development of brands of the territories of the Far East. The objective is to investigate the branding practices of the border territories of the Far East, which contribute to the formation of the territories’ favorable perception. The study uses methods of comparative analysis, data synthesis and systematization, as well as the statistical and observation methods. Structural-functional, activity and normative approaches were applied. The empirical basis of the study is made up of regional news sources and official documents. The article shows that the development of brands of the regions of the border territories of the Far East has prospects due to the development of tourism. This is especially important for Primorsky Krai, which is a leader in the tourist region in the Far East and concentrates tourist flows from Asia. The Far East can develop a brand in the field of tourism and culture to expand cooperation with China, Japan, South Korea. Also important are state programs to stimulate tourism in the Far East. It is important to develop certain strong brands, such as the Russian Pacific Fleet, for their subsequent inclusion in the national branding strategy in terms of national defense and security. The development of tourist projects involving several regions of the Far East, like the Eastern Ring of Russia, is hindered by the geographical distance from each other; it is necessary to reduce the cost of movement between regions for the development of tourism. The epidemic of coronavirus, the closure of Russia’s borders with Asian countries led to a weakening of the tourism industry in the Far East and, as a result, the weakening of the opportunities for the development of brands of the regions of the Far East. In this connection, the state should support the tourism sector to maintain and further increase the level of tourism development.