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Promotion Strategy for the Travel Brand "Russian Arctic"

Student: Anna Katanova

Supervisor: Natalya Porotnikova

Faculty: Graduate School of Business

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2021

The practical relevance of the topic of the study is associated with the active development of tourism around the world and an increase in the number of accessible tourist destinations. The role of the branding of tourist destinations in modern conditions is also growing. This study is aimed at developing a strategy for promoting the Russian Arctic tourist brand, as the economic and political importance of the Arctic increases every year, and more tourists attract the Arctic as a place for an unforgettable trip. The first chapter of the work reveals the theoretical aspects of branding of tourist destinations and strategies for their promotion. The second chapter analyses the current state of tourism potential of the Russian Arctic. The third chapter is devoted to the study of the target audience, the development of the identity of the Russian Arctic tourist brand and the directions of the strategy for promoting the Russian Arctic tourist brand. The promotion of the umbrella brand "Russian Arctic" will increase the tourist flow, attract additional investments, including the development of tourist infrastructure and improve the well-being of residents of the northern territories. At the same time, promoting the Russian Arctic brand, it is necessary to find a balance between increasing the tourist flow and preserving the unique nature of the Russian Arctic, not allowing overtourism.

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