Informational Web-portals in Tourism as Instruments of Place Branding (Russian and Foreign Experience)

Student: Smolitskaya Zhanna

Educational Programme: Media Management (Master)

Year of Graduation: 2018

This research was aimed at identifying the communicative features of informational travel web portals of Russia and Kazakhstan and developing recommendations for improving their communicative effectiveness. To achieve this goal, the author conducts theoretical and empirical researches. Within the theoretical stage, the author analyzes definitions of "brand" and "place branding", and the instruments of place branding and its forming characteristics. Within the practical stage the author conducts qualitative and quantitative researches to analyze web portals and underscores the peculiarities of their communication activities, and subsequently develops recommendations to improve their communicative effectiveness. In developing recommendations to improve the communicative effectiveness of online portals, the author also relied on a conducted search experiment and an online survey aimed at determining the consumers’ attitude to the use of web portals, as well as identifying the main preferences of users regarding the external and content components of online travel portals.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses