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DOI: 10.18413/2408-9346-2023-9-1-0-4

Communication problems and prospects for the development of the image of the territory (on the example of the Odintsovo city district)

Elena A. Orlova

The tourism industry of Russia after the pandemic and in the current political situation, having significantly lost its position, is taking steps to recover already thanks to the closure of borders. However, the difficulty lies in the low interest of Russians in recreation in the immediate vicinity of their place of residence, in addition, many choose a place of rest quite stereotypically, for example, Sochi, Kislovodsk and other locations popular since Soviet times. The problem of forming a positive image of the territory, communication with consumers of tourist services is acute today, since the population of our country does not know how to plan a vacation with minimal financial losses and as productively as possible for the whole family. During the research, a theoretical analysis of the concepts of "image", "tourist image", "brand of the territory", "brand image" was carried out, an analysis of secondary research data on the state and prospects of tourism development in Russia was carried out, a content analysis of the information field of the Odintsovo city district on the problem of attracting tourists to the district was carried out. The article analyzes the general state of the Russian tourism industry in 2022. Using the example of the Odintsovo city district, the problems of the information field of the industry are considered as a possible reason for the insufficient development of tourism and the tourist image of this territory. In the course of the work, the analysis of secondary data was applied, the method of content analysis was used. In the course of the study, it was revealed that communication channels in the tourism sector of the Odintsovo city district are insufficiently developed and formed, potential consumers of tourist services cannot form a preliminary idea of the opportunities for recreation in this territory. In the final part of the article, the author suggests ways to solve the problems of attracting tourists to the district.

Keywords: tourist image, Odintsovo city district, tourism, VTSIOM, promotion, information field, vacation of Russians.
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Orlova, E. A. (2023), ―Communication problems and prospects for the development of the image of the territory (on the example of the Odintsovo city district)‖, Research Result. Business and Service Technologies, 9 (1), pp. 40-53, DOI: 10.18413/2408-9346-2023-9-1-0-4

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