Tourist Brand Territory as a Component of the Formation of Tourist Image Kemerovo Region (Kuzbass)

Abstract

The problem discussed in the article is the results of a study of Kemerovo region tourist brand as important component in the formation of a region tourist image. The study purposes to identify existing and promising brands of Kuzbass, on the basis of which it is possible to position the Kemerovo region on the tourism market. The author has been applied a sociological method by which was possible to identify potential tourist brands, major associations, attractive and unattractive tourism factors in the region. The study carried out in two stages through an online survey on social networks, Google Forms platform, e-mail and personal questionnaire. The survey methodology assumed that respondents answering the proposed questions can name several answers at the same time. The results of research showed that in the Kemerovo region there are unofficial leading brands that can become the official region tourist symbol in the future. In addition, the identified attractive and unattractive factors for recreation showed an ambiguous situation in the development of tourism in Kuzbass. In conclusion, the creation, development and promotion of the tourist brand of the Kemerovo region plays an important role in the tourist and recreational direction.