The role of regional culture in the territorial tourist brand development (on the example of the Republic of Buryatia)

The article is devoted to the issue of importance of regional culture in the territorial tourist brand development. It considers theoretical and practical aspects of territorial brand development in general and in the Republic of Buryatia in particular. As a result of the analysis conducted, the authors proves the necessity and outlines resources for territorial brand development using the potential of regional culture. After analyzing some phenomena of regional culture, the authors come to the conclusion that it is advisable to develop a multi-branding approach, where the most recognizable geographical brand - Lake Baikal - should be promoted in conjunction with other, historical and cultural brands. This branding strategy would strengthen the tourist attractiveness of the region and would contribute to the development of cultural and religious tourism.