Experience of tourism brand development for Maloyaroslavets, the city of military glory, as a part of student project accelerator

The article presents the experience of developing a project of a tourist logo brand for the Maloyaroslavets, the City of Military Glory, Kaluga Region. The project was implemented as part of “Student Project Accelerator” operating at the Russian State University of Tourism and Service, the peculiarity of which is to carry out practical projects and solve real problems and tasksthat are formulated by representatives of the tourism and hospitality industry. The a tourist brand project development for the city of Maloyaroslavets is due to the task of its promoting as an integrated territorial tourist productdestination, providing a range of services for tourists. The basis for creating a tourist brand of the city is the military-historical heritage. The development and implementation of a marketing mechanism system for working with a territorial brand can stimulate and develop the territory as a tourist center, which can help increase tourist flow, attract investors, increase the economy and welfare of local residents, i.e. in the complex to realize the synergistic effect of tourism and hospitality. During the work within the framework of the “Project Accelerator”, student teams presented to the customer several options for visualizing the tourist brand of the city of Maloyaroslavets and Maloyaroslavets region, as well as to offer a set of measures to promote the brand for ensuring greater tourist attractiveness of the territory.