Брендинг культурно-познавательных туристических маршрутов

Коллектив авторов (2024)

Вызовы, возникшие перед российской туриндустрией в связи с глобальными сдвигами 2020–2023 годов, привели к росту спроса на путешествия внутри страны. В рамках исследования, результаты которого представлены в аналитическом докладе, были разработаны концепция и методология создания брендированных культурно-познавательных туристических маршрутов в неизвестные и малоизвестные исторические города. Доклад адресован представителям городских туристических индустрий, городских администраций, туроператорам, экспертам, студентам, а также всем интересующимся темой продвижения культурно-исторического наследия России.

Executive summary

The purpose of our analytical report is to develop and test practice-oriented branding tools for themed routes to unknown or little-known small historical towns. The report is intended, on the one hand, as an overview of the prerequisites for the creation and promotion of new cultural and educational routes, on the other — as a search for an answer to the question of what principles, rules should be followed and what risks should be avoided when branding the routes.

Global shifts of 2020–2023 have led to an increase in demand for travel within the country. The increase in the number of competitive domestic destinations and tourist routes built on them is becoming more relevant than ever. For small historical cities, especially those located near big cities, a unique opportunity is appearing to enter new routes with their cultural heritage and get an impulse to overcome economic and social decline. The first obstacle on this path is the obscurity of many small historical towns to a wide audience.Therefore, new themed routes can and should be developed in parallel and in the framework of the towns’ branding.

The concept of a themed tour route as a connection of natural or artificial attractions on the base of a certain theme should be rethought in this regard. We introduce the concept of a branded route as a chain of events and impressions, which should support and consolidate a new — bright, memorable and attractive image of the city. The theoretical and methodological base of the study is the concept and basic version of the themed routes branding technique developed by the authors.

Empirical base was collected during a desk and field study of 10 small historical towns — potential participants of the umbrella tourist brand “Flax Road”, development and expertise of the branded tours to these towns.

The findings relate to principles of:

• differentiation of the tour brand — the choice of identifiers from among the characteristics of the cultural and historical heritage of the the city

• detailed analysis of brand awareness to create a unique media image

• “packaging” of brand identifiers into external forms focused on the perception of a wide audience

• formation of a unique customer experience while serving tourists during the tour

Based on the study results, practical recommendations for brand managers of new tourist destinations were developed, as well as actual directions for further research were identified. The results of the study are intended for representatives of the towns’ tourism industries, town administrations, tour operators, experts, students, as well as anyone interested in promoting the cultural and historical heritage of Russia.