Travel Journalism in Tourism Product Marketing: Regional Aspect

Abstract

The article examines the promotion of a regional tourism product in the modern media space. We studied the conditions of the dynamic development of tourism and travel industry in the Russian Federation and abroad, creation of a positive image of a particular region, and promotion of certain tourist services. The research emphasized that the promotion of a tourist product is an important part of the strategy for the development of domestic and inbound tourism. In Russia, each region is faced with the need to create a concept for the presentation of its territory on the tourist market, based on geographical, socio-economic, cultural, ethnographic, and recreational characteristics. Promotion of a tourist destination, brand communication of local routes and increasing their competitiveness is becoming one of the priorities in the development of the Lipetsk region. Lipetsk Territory is a promising area of domestic and inbound tourism due to a number of factors: favorable geographical location, moderate climate, variety of tourist facilities, and dynamically developing tourist infrastructure. Currently, the region has such types of tourism as excursion and educational, religious, event, gastronomic, sports, nostalgic, and rural. Today, despite the rapid development of the latest technologies in the field of mass media, traditional media, including local ones, can significantly influence the popular mentality of those interested in travel journalism. The results of the study point out to the role of the impact of local media on addressing the problems of domestic tourism within a certain territory, and the necessity of expanding tourist content in regional media to create a positive image of the Lipetsk region on the territory of the Russian Federation and abroad.