A model of professional training in tourism in the system of territorial brand formation and promotion (case study: the city of Belgorod and the Belgorod region)

The article proposes a model of professional training development, as applied to professional training intourism. The model provides for the peculiarities of a transboundary region and enhances the attractivenessof urban areas as centers of scientific and educational tourism. The authors systematize the modes of 67 formation and promotion of the city of Belgorod''s tourist brand incorporating a variety of tourism types. Special attention is paid to identifying innovative approaches to an integration of educational and research activities at HE institutions offering professional training in tourism. The authors suggest revising the content ofthe «educational quality» concept, and claim that its tasks, objectives, technologies, forms and educational strategies be differently interpreted in the light of educational transformations. With the view to improving the quality of professional training in tourism and educational process optimization, the authors insist that innovative teaching strategies, on-site learning, academic exchange and students'' apprenticeship in Russia and abroad should be recognized as the major contributors. The authors conclude that among the most valuable in the context oftourist activity andemployability-enhancing competences are design and destination management skills. In this regard, the authors demonstrate the process of industry-specific education content formation in general and concerning skills in tourist destination management in particular. The rationale for developing the content of a training module connected with territorial tourist brand formation is based on the conceptual definition ofthe specifics oftourist activity types and a consideration ofthe existing and potential major target tourist flows. The authors emphasise the role of excursion-and-education programmes in the implementation of the educational evolution as outlined in the article.