Year of Graduation
Elaboration of Methods for Assessment of a Tourist Destination Brand Considering Ethnoconfessional Factors (the Case of the Republic of Tatarstan)
Experience Economy: Hospitality and Tourism Management
The aim of this master thesis is to develop a methodology for assessment of a tourist destination brand, which will take into account ethno-confessional factors, and the subsequent application of the developed methodology to the process of assessing the Republic of Tatarstan. In accordance with the aim of this work objectives were formulated: to study the theoretical aspects of branding of a tourist destination, as well as the peculiarities of the formation of a destination brand; to identify the existing approaches to the study of branding of tourist destinations and the destination brand as the final product of the branding process; to develop the basic criteria for the evaluation of the brand of tourist destinations; to characterize the tourist potential of the Republic of Tatarstan; to study and evaluate the branding processes of the Republic of Tatarstan and the brand of Tatarstan as the final product of this branding; The first chapter examines the current theoretical framework for the promotion of tourist destination brand. The second chapter shows the detailed description of the object of the work, the main methods of collecting the information that were used; the main stages of the development of the methodology for evaluating the tourist brand were described. In the course of this work, assessment criteria were developed that were tested on the basis of the Republic of Tatarstan. Taking into account the result of the research, a number of managerial recommendations were proposed to improve the branding process of the republic and attract a new category of tourists. The thesis consists of 147 pages without annexes. It contains 9 pictures, 9 tables and 3 annexes.