Formation of Tourist Image of the Region

Abstract

The purpose of the study of tourist image of the region as a basis for the development of domestic tourism was a compilation of existing research approaches and results of original research in this field. In particular, the main scientific and practical interpretations of the definition of the image are studied, and the authors’ interpretation of the phenomenon is given. The article also describes the principles of the use of a special approach, built upon the use of marketing techniques that highlight the region among others: in some cases, the basis of regional image formation is defined by unique objects, representing the world’s value of cultural and historical heritage, while in others new objects of tourist attraction are being created. Article notes that the regional level approaches to the formation of the image of the region are being elaborated. Importance of the two components of the tourist image of the region are justified: informational and appraisal. Based on the research of methods and practices, as well as on the authors’ developments, article suggests an approach to the formation of a tourist image of the region in an example of Pushkin municipal district of the Moscow region. The authors of the study have focused on disclosure of informational and the appraisal components of the tourist image of the region. Moreover, based on research results, it is justified that the proposed approaches to the formation of tourist image of the region will not only enable to identify and make a fuller use of the existing tourism potential, but will also contribute to the successful resolution of a number of important socio-economic issues for future development. All authors’ recommendations brought down to the concrete proposals and are directed to the successful promotion of Pushkin municipal district in the competitive market of the Moscow region and the implementation of its tourism potential.

DOI: 10.5901/mjss.2015.v6n3s5p261