The Territory Image Assessment with Reference to Its Tourism Attractiveness

DOI

10.2991/aebmr.k.200312.140How to use a DOI?

Abstract

The paper investigates approaches to assessing the image of the territory in connection with its tourism attractiveness. Analysis of some marketing, sociological, and cultural approaches for assessing the image of the territory was carried out. The authors propose to use a comprehensive methodology for assessing the image of the territory, including the analysis of documents, publications, myths, and legends about the territory; a set of indices and ratings characterizing various aspects of the attractiveness of the territory; a survey in the form of questionnaires and interviews; swot-analysis of factors affecting the formation of the territory’s image; positioning of the territory. In the practical part of the paper, the results of a study of the image and tourism attractiveness of Novonezhinsky rural settlement, Shkotovsky district of Primorsky Krai is presented. It is established that the territory has attractive image characteristics and high tourism potential, which are primarily associated with its rich natural and geographical resources. However, the image of the Novonezhinsky settlement as a whole can be regarded as “weak”, due to the lack of recognition of certain sights of the territory by potential consumers and also, the lack of image policy and marketing strategy to promote the advantages of the territory in the information space. The paper proposes ways to improve the image of the territory by means of increasing its tourism attractiveness through the development of gastronomic tourism, gatherings, and events (festivals, forums, eco-quests, etc.), storytelling.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - L Y Falko
AU  - T V Metlyaeva
AU  - I L Klochko
AU  - I A Slesarchyk
PY  - 2020
DA  - 2020/03/17
TI  - The Territory Image Assessment with Reference to Its Tourism Attractiveness
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2020)
PB  - Atlantis Press
SP  - 1019
EP  - 1028
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200312.140
DO  - 10.2991/aebmr.k.200312.140
ID  - Falko2020
ER  -