Features of Forming Tourist Geo-Brands of Russian Regions (Example of Ivanovo and Tambov Regions)

Abstract

The Russian tourism market is changing significantly under the influence of the coronavirus pandemic and related restrictions: outbound tourism is being replaced by domestic tourism; domestic tour operators are inviting tourists to the regions, and the attractions of our country claim to be as good as foreign ones. The article provides a comparative analysis of tourist geobrands in Ivanovo and Tambov regions. The authors develop a conditional model of a tourist regional geo-brand, which can be used to compare the competitive positions of Russian regions’ geo-brands, as well as to formulate recommendations for their further development and support. The structural elements of this model are competitive advantages of the region; key idea and values of geo-brand; ensuring comfortable stay of tourists; promotion tools; the degree of development of digital tools; understanding of target audience and its amount; regulatory framework. An online survey was used as an additional research tool to determine the recognition of geo-brands of Ivanovo and Tambov regions among the youth audience in Moscow, the results of which are also presented in this article. For example, in connection with the pandemic and the closure of borders more than half of the respondents actually travelled in Russia in 2020. About 12% of the respondents know about the tourist brands of Tambov region, 97% are aware of Ivanovo region geo-brands. According to the research results it is necessary to establish a unified positioning idea, visual identity and values of the regional geo-brand as well as to develop creative digital communications in the promotion campaigns of the regions mentioned above.