Image Policy of the Republic of Tatarstan in the Field of Tourism
DOI:
https://doi.org/10.52575/2712-7443-2025-49-2-231-240Keywords:
tourist image, tourism, image formation, tourism potential, brand of the territory, tourism developmentAbstract
The article examines the image policy of the region in the field of tourism using the example of the Republic of Tatarstan. The choice of the region is determined by its rich natural resource opportunities, unique cultural and historical heritage, diverse ethnographic composition, and advantageous geographical location. The study analyzes the main strategies and mechanisms for shaping the region's image as a tourist destination and assesses their effectiveness and impact on attracting tourists. Special attention is paid to the use of cultural heritage and national traditions to promote the region in the tourist market. Creating and maintaining a favorable and well–structured image of a tourist destination is an effective tool for promoting tourist services and increasing the competitiveness of a recreational area. At the same time, it is also important to competently promote the image of the tourist destination itself. The authors of the study touch upon the relationship between the image of the region and its economic development through the prism of tourism. The positive image of the destination allows holding many international events in the region (the Universiade in 2013, the World Aquatics Championships in 2015, the Games of the Future in 2024), the XVI BRICS Summit. In this regard, the purpose of the study is to analyze the image policy of the region in the field of tourism using the example of the Republic of Tatarstan, with an emphasis on the features, as well as the impact on attracting tourists. The results of the study can be useful for developing an image policy strategy in the tourism sector of other destinations, as the republic's experience may be considered to be successful, given that the region has become a leader in terms of attractiveness for tourists in matters of forming and promoting a tourist image.
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Список источников
Доклад «Об итогах работы Государственного комитета Республики Татарстан по туризму в 2023 году и задачах на 2024 год. Электронный ресурс. URL: https://tourism.tatarstan.ru/file/pub/pub_4028240_enc_194469.pdf (дата обращения: 12.07.2024).
Итоги работы Государственного комитета Республики Татарстан по туризму за 2022 год. Электронный ресурс. URL: https://tourism.tatarstan.ru/file/pub/pub_3557316_enc_179829.pdf (дата обращения: 15.10.2024).
Итоги работы Государственного комитета Республики Татарстан по туризму за 2023 год. Электронный ресурс. URL: https://tourism.tatarstan.ru/file/pub/pub_4028240_enc_194519.pdf (дата обращения: 07.08.2024).
Казань – гастрономическая столица России. Официальный портал органов местного самоуправления города Казани. Электронный ресурс. URL: https://kzn.ru/meriya/ispolnitelnyy-komitet/komitet-po-razvitiyu-turizma-g-kazani/kazan-gastronomicheskaya-stolitsa-rossii/ (дата обращения: 12.02.2025).
Туристко-информационный центр. Электронный ресурс. URL: https://kazantravel.ru (дата обращения: 12.10.2024).
Министерство культуры Республики Татарстан. Электронный ресурс. URL: https://mincult.tatarstan.ru/tseli-i-zadachi.htm (дата обращения: 12.10.2024).
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Yan Y., Chunfa Sh., Jiali D. 2020. Visual Analysis of Tourism Image Research from the Perspective of Culture. International Conference on Innovation Design and Digital Technology (ICIDDT), China, 05–06 December 2020. China, Zhenjing: 147–151. https://doi.org/10.1109/ICIDDT52279.2020.00034.
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