Брендинг как инструмент развития этнокультурного туризма в Республике Саха (Якутия)

Abstract

The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.