Analysis of brand recognition and attractiveness of the territory: on the example of the Republic of Tatarstan

Abstract

Today tourism is one of the integral parts of the economic sphere of the modern world. Domestic tourism as an external one needs more attention, because thanks to the recognition of the territory, more investments are attracted for development. According to the author, it is important to pay attention to the development of marketing in tourism, namely the promotion of the territory and its attributes. The brand of the territory is one of the tools for promoting the territory, primarily its tourist potential. This method of promotion is used in almost all large territories, such as: countries, cities, territories with historical heritage. The author believes that it is worth paying attention to this tool, and already at the stage of forming the brand platform to build a competent development strategy, otherwise the brand of the territory may not be perceived as originally intended. The result of a well–built brand of the territory and its attributes will be a greater increase in the tourist flow, as well as an increase in the recognition of the territory, thereby increasing the demand for the territory in the future. There is already a brand of the territory «Visit Tatarstan» on the territory of the Republic of Tatarstan, in this study this brand is analyzed for recognition and attractiveness from the point of view of potential tourists.