Credibility to the police institution as a factorof the tourist branding formation of the volgograd region

Branding of tourist territory is one of the most promising tools for effective management of the regions development of the Russian Federation. Strategic planning of the tourism industry development, having solved part of the tasks of forming positive tourist brands and creating tourist passports of the regions, faced with the need to identify specific components of the branding. One of the most important components of a positive branding of tourist destinations is the formation of a system of credibility and security to the territory. The study of the areas of security in tourism is one of the most important global megatrends in the development of the tourism industry, as recorded by the scientific community. Based on these premises, the authors describe a system of conceptual interconnection of sources of danger, the subjective position of users of tourist practices and branding of tourist destinations, where the influence of public opinion on the police institution activities on the perceived security in the region plays a special role.The study interpreted data from a survey conducted in 2018 by the Department of Philosophy of the Volgograd Academy of the Ministry of Internal Affairs of Russia (the survey method was a formalized interview, the sample type was random, stratified, mechanical selection method, n = 321). According to the survey, it was concluded that a significant number of citizens who participated in the survey, give a negative assessment of the activities of the police, which is manifested in reducing the sense of personal security among respondents. Using the results of the assessment system of the internal affairs agencies based on departmental and non-departmental indicators, as well as regular sociological research data, the authors, using the example of the Volgograd region, substantiate the dependence of positive branding of a tourist territory on public opinion about police activities, which make up a sense of security in the region.