PR-technologies in the tourism industry as a tool to promote the image of the Far East region (the case of Khabarovsk territory and Khabarovsk city)

The formation of the region image is one of the most pressing socio-economic issues today. The study presents the problems of the territory image developing using PR-technologies in the tourism sector. PR-technologies are considered as a tool that not only stimulates the increase of tourist attractiveness of the region, but also influences the overall territorial positioning, contributing to the increase of recognition and attractiveness of the Far East region in Russia. Various interdisciplinary approaches to the concept of “image" and “territory image" based on competitive advantages are defined. The author examines the state of the tourism industry of the Khabarovsk Territory, highlights the factors that contribute to strengthening the image of the Khabarovsk Territory as a tourist destination. The results of the study allow us to conclude that it is necessary to use communication and PR-technologies during the complex work of formation and promotion of the Khabarovsk Territory image.