THE IMPACT OF THE TERRITORIAL MARKETING ON HIGHLIGHTING THE BRAND “BAIKAL” IN THE BAIKAL REGION

Abstract

The formation of the global market for geoproducts in the Baikal region causes a growing interest in the study of the phenomenon of “Brand of the territory”, which affects the effectiveness of the promotion of the territory in the face of growing competition. An analysis of the current state of tourism in many countries makes it clear that tourism development should be accompanied by efforts to promote domestic tourism programs. The purpose of this article is to analyze and to identify tools to attract attention and develop guidelines for the formation of the brand of Baikal and the Irkutsk region as a whole. In the development of the attractiveness of the territory for its potential consumers, the “Territory Brand” plays an important role. It is he who adds value to the geoproduct. Tools for determining the cost of a geoproduct are a marketing analysis of territories - a SWOT analysis of a territory (analysis of strengths, weaknesses, opportunities and threats), analysis and selection of target markets, and positioning (determination of current and desired positions) of territories. The Baikal region is a unique regional ecosystem, which is the most actively developing and becoming a kind of zone of attraction and pilgrimage not only for scientists, but also for many recreants and vacationers. The Baikal region must necessarily have its own identity, name and slogan, which would make it possible to attract as much money into the budget of the territory and give residents a reason for pride and self-identification. The brand name is determined by the name of the Baikal territory. The marketing strategy of attractiveness as the optimal strategy for the development of the region was determined, since its prerequisites were originally set by the history and favorable geographical position of Lake Baikal.It is important to develop a platform for the brand of the territory and to develop a creative brand concept in the process of branding the Baikal territory.

Keywords

• territorial marketing
• brand
• geoproduct
• development
• global market
• domestic tourism programs