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Specifics of Territory Marketing Based on the Example of Developing a Tourism Brand of the North Caucasus

Student: Leyla Matsaeva

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The problem of the study is that, having a cultural and historical heritage and favorable climatic conditions, the national republics of the North Caucasus are not an attractive tourist destination due to the ambiguous image in the media. The purpose of the work is to develop practical recommendations for the formation of a tourist brand of the national republics of the North Caucasus. The research work consists of three chapters. The first Chapter "Theoretical foundations of territory marketing" examines the main concepts, elements and strategies of territory marketing that will be used in the course of the work. The second Chapter "Marketing assessment of the national republics of the North Caucasus" includes an analysis of the current state of the region and its media image in the Federal and regional press, as well as recommendations for improving the media image. In the final third Chapter, " Empirical research. The development of tourist brand of the national republics of the North Caucasus" the results collected through interviews, generated insights and patterns, and offers recommendations for development of tourist brand of the national republics of the North Caucasus.

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