UDC 316.4.06
TERRITORIAL BRANDING AS A DEVELOPMENT TOOL
Dzhelilov Akhtem Alievich,
Academician (full member), Professor of Social Sciences,
Honorary Doctor of Sciences of the Regional Academy of Management
of Kazakhstan,
Doctor of Philosophy, Candidate of Philological Sciences, Associate
Professor Institute
of Media Communications, Media Technologies
and Design
Institution
Higher
EducationEducational
"
of the
Federal of
State
Autonomous
V. I. Vernadsky Crimean Federal University"
(Simferopol)
Anatoly A. Priymak,
2nd year Master's degree
student,
Institute of Media Communications, Media Technologies
and Design
Federal State Autonomous Educational
Institution of Higher Education "
V. I. Vernadsky Crimean Federal University "
(Simferopol)
Annotation.
Prerequisites
and components
contributing to the development of branding and image of the Republic of
Crimea are considered.
The analysis of the features of the region's brand positioning is carried
out:
Keywords:
Republic
of Crimea,
region, brand
territorial
positive
and negative
aspects
of the regional
branding,
image,
of tourism.
of the Republic
oftype
Crimea
are identified.
Annotation. The prerequisites and components contributing to the
development of branding and image of the Republic of Crimea are
considered. The
analysis of the peculiarities of the brand positioning of the region is
carried out: the
positive and negative aspects of the regional brand of the Republic of
Crimea are
revealed.
Keywords: Republic of Crimea, region, territorial branding, image,
type of
tourism.
Problem statement. For the Crimea
, such types of tourism as beach holidays (the most
popular), medical, educational, gastronomic and historical are the most
[1].
typical and already implemented.
One of the key positive and important components for
branding and representing the image of Crimea is its rich history and
huge cultural heritage. The Crimean Peninsula has been inhabited for
several millennia by various peoples, including the ancient
Greeks, Scythians, Genoese, Crimean Tatars, representatives of Slavic
ethnic groups, as well as indigenous peoples such as the Crimean
Tatars,Krymchaks,
Karaites and Taurians. The history of Crimea is also rich in various periods
such
as ancient
Roman,and
Genoese,
the
period
of the
Crimean
Thus, Greek,
the historical
object Ottoman,
potential of
the
Republic
includes
khans,
peoples,
Russian
and Soviet
[2].characteristic of different
a
large nomadic
number of
monuments
belonging
to and
periods of Crimean history. Among the most famous monuments
are Naples Scythian, complexes of Scythian mounds – ancient Scythian
period;
Panticapaeum, Kerkinitida, Chersonesos (UNESCO World Heritage
Site) – the Ancient Greek period; the Khan's Palace, Perekop Val –
the period of the Crimean Khans and Ottomans; Malakhov Kurgan, Livadia
and
Massandra
palaces –ofthe
period
the Russian
Adzhimushkai
Presentation
the
mainofmaterial.
All Empire;
this contributes
to the
quarries and the "35th coastal Battery" – the Soviet period, etc. [3]
development
of various types of tourism (military-historical and educational tourism),
and
also makes it possible to use a whole range of tools
for territorial branding, building an image as
a multicultural and historically extremely important territory [3].
Also, in recent years, the development of financing and
investment of the Crimean infrastructure has been gaining momentum.
Thus, there is an increase
in the number of beach areas: from 261 in 2014 to 460 in 2019. According
to various
funded programs, the process of modernization of sanatorium-
resort complexes, numbering about 80 units, is underway. Until 2023
One of the favorable factors for the development of the region and its
, attempts are being made to create tourist clusters in Yevpatoria,
branding
Koktebel, Gurzuf, the city of Saki, the Black Sea and Leninsky districts [1].
is the climatic conditions of the Republic of Crimea. Thus, the rather warm
climate and subtropical climate in the south of the region allow developing
wine-making capacities at the industrial All-Russian level. This
fact suggests that the region should pay even more attention to
popularizing gastronomic tourism, branding the region on
the basis of its wine specialization and attracting target
audiences by holding regional events in the field
of winemaking
In the field[3].
of media communications, the brand of Crimea is
currently
quite well popularized at the state level, and
attempts are also being made to reach out internationally. This is
possible thanks to the establishment of two creative
mass media projects, namely, the social and educational gloss " Crimean
Magazine
"andZhurnal
the quarterly
business magazine"Invest
in Crimea".
Krymsky
was established
in 2015 and almost
immediately
managed to take key positions in the region. The publication is firmly
media market,
established in the
having
itself
declared
as
a
powerful
regional
and
competitive brand. At the moment, the publication
has become one of the main
mass media outlets in Crimea in terms of coverage of various aspects of
the region's life. Therefore, a negative
or positive assessment of various aspects of the life of the region is
important.
a huge role in the formation of the image of the peninsula and its
positioning
as a tourist
developing
brand
in all
areas [6].
Invest and
in Crimea
magazine
was
published
in 2019
by the Development Corporation of the Republic of Crimea and was also
able to become a high-quality image
regional media product, the main goal of which is complete and
reliable information about business and investment in the Republic of
Crimea,
promotion of investment potential, as well as assistance in finding
partners, suppliers and buyers. This media project is
a good
popularization
tool for
implementing
favorable
Also,
for an objective
assessment
of theabrand
of Crimea as a
investment
territory,
it climate
is necessary
in the region [4].
to identify the negative and problematic aspects of the brand policy of the
Republic
Accordingly, one of the problems is
of Crimea.
the
lack and disparity of information about tourist products that
are offered in the region. The above creates prerequisites and conditions
for
the growth of unorganized tourist flows in the Crimea. Thus, the
abundance
of specialized tourist and information sites slows
downAlso,
communication,
complicating
theone
search
forbarriers
information
andinto
for the Republic
of Crimea,
of the
to entry
choosing
a market is external sanctions pressure, which to some
the region's
specificadversely
tourist destination
the regionclimate
[5].
extent
affects theininvestment
and is one
of the problematic issues when designing a brand: its
scaling and popularization in the international arena [5].
The next disadvantage is the service and infrastructure,
which is inferior in some aspects to regional competitors, for example,
resorts in the Krasnodar Territory. On the territory of the Republic of
Crimea
, there is an indicator of insufficient quality of service provision,
accompanied by the deterioration of structures, as well
as the sphere of hotel and resort complexes that is not as developed as its
competitors
[3].
Conclusions.
The domestic Russian tourist market is characterized
by rather tough competition and potential, therefore, the branding
of territories in the context of designing brand communications for such
geographical places as regions within the state should not
be developed spontaneously, and also avoid the use
of propaganda technologies [3].
References:
1. Belova Yu. R.
, Kostyuk V. O., Sergeeva E. A. Effektivnost ' biznes-kommunikatsii
turizma v sisteme brandinga Respubliki Krym
[Efficiency of business communications of tourism in the branding system
of the Republic of Crimea]: resources, trends, and prospects:
collection of articles based on the materials of the 5th Student Scientific
and practical
2. Istoriya Kryma : kollektivnaya monografiya : v 2 t. [History of the
conference
with
international
participation,
St.
Petersburg, April 24
Crimea:
a collective
monograph].
ed.-by
A.V.
Yurasov.
- Moscow:
Kuchkovo
pole, 2017.
Vol.
1. - 789 p. - ISBN
, 2020-St. Petersburg: Publishing House of the Russian State Pedagogical
978-5-9950-0870-5. - Text: direct.
University named after A. I. Herzen, 2020.
3. Kornilova K. S. Territorial branding as a tool
for regional development (on the example of the Republic of Crimea) / K.
S. Kornilova. - Text :
388-403
electronic // Voprosy teorii i praktiki zhurnalistiki [Questions of the theory
(
accessed:
.and
- URL:
https://cyberleninka.ru/article/n/territorialnyy-brending-kakpractice
of journalism].
instrument-razvitiya-regiona-na-primere-respubliki-krym
02.02.2023).
4. Development Corporation of the Republic of Crimea : [website]. –
2022. –
https://kr82.ru/mediakit_invest_in_crimea (accessed: 31.01.2023). Text : electronic.
5. Paranina T. O. Territorial branding of the Republic of Crimea /
T. O. Paranina. - Text : electronic // Actual problems of socio - economic
development.
economic development of Russia. - 2022. - No. 1. - pp. 22-26. –
https://elibrary.ru/item.asp?id=48198322 (accessed: 27.01.2023). Available at: Scientific Electronic Library eLIBRARY.RU.
6. Priymak, A. A. features of the use and placement of advertising in
regional print media of mass
information (for example, social-educational edition "of the Crimean
log") / A. A. Priymak // Document in modern society: Materials
VII interregional scientific and practical conference with international
participation for students of general education organizations and students
of secondary vocational and higher education.
N. D. Borshchik. Simferopol, 2021, pp. 384-391.