Abstract
The article considers the Yakut cold as a brand that forms a certain public image of a tourist destination, especially for inbound tourism. Currently, the republic possesses all the necessary prerequisites for the effective development of both inbound and domestic tourism. “The Yakut Cold” brand is an integration (unity) of images and associations, that appear as an emotional response to the word “Yakutia”. Formation of an attractive public image requires an integrative approach, including the creation of information services for tourists. The article contains an analysis of the interests and knowledge of foreigners about the Republic of Sakha (Yakutia) as potential visitors, which made it necessary to study the Yakut cold as an attractive brand of the region. The authors of the article consider that the ongoing work to create a textbook in German, with the consideration of the national culture peculiarities and the unique ways of survival in extreme conditions, will contribute to the formation of the “Yakut cold” as an interesting brand of a particular destination.
Highlights
The tourism industry has become a vital issue of present time as one of the main promising and priority sectors of the economy both on a country-wide and the Republic-wide level.Yakutia, as a constituent entity of Russia, large in its territory, offers a number of events for both inbound and domestic tourism, the tourism industry in the republic began to gather its pace only in the early 2000-s
There has been an increase in research on brand creation as one of the ways to form the public image of a tourist destination
We were interested in their answers to the questions in order to "feel" the degree of respondents' interest in Yakutia as a potential tourist destination
Summary
The tourism industry has become a vital issue of present time as one of the main promising and priority sectors of the economy both on a country-wide and the Republic-wide level. As a constituent entity of Russia, large in its territory, offers a number of events for both inbound and domestic tourism, the tourism industry in the republic began to gather its pace only in the early 2000-s. According to the Framework for the Development of Tourism in the Republic of Sakha (Yakutia) dated November 20, 2003, at the beginning of the process of restructuring more than 1800 arrivals per year were registered, but later the volume of incoming tourists decreased to 60. In 2002 there was a growth of an interest in the tourist potential of Yakutia, so 530 inbound tourists visited the Republic. The greatest interest to the Republic of Sakha was observed from such countries as Japan, Germany, USA, Switzerland and France. [12]
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