Tourism branding of the Russian Arctic destinations

Abstract

The purpose of the study is to identify the main conditions for the tourism destinations formation in the Russian Arctic and to develop theoretical, methodological and practical recommendations for promotion and branding. The crucial principles of Russian state policy in the Arctic, aimed at protecting national interests, including tourism, have been determined. The factors of tourism destinations branding and the multidimensionality of tourism space in the Russian Arctic are analysed. The tourism identity of the Russian Arctic is revealed. The factors that determine the promotion and branding of tourism destinations in the Russian Arctic are considered in correlation with the fundamental principles of Arctic tourism sustainability. The research uses a dialectical method, as well as general logical, theoretical and empirical methods. The article defines the conditions for increasing the competitiveness of the domestic tourist product in the Arctic, lists tourist sites and attractors, territories and tourist products that are of the most pronounced interest for domestic and foreign tourists. The article presents the components of the image of tourism destinations in the Russian Arctic, which can become the basis for tourism branding strategy. The necessity of creating conditions in the Arctic regions of Russia for the professional implementation of tourist personnel and the influx of labour resources from urbanised and oversaturated territories is substantiated.