Региональные проблемы развития туристского сервиса. Рубрика в журнале - Современные проблемы сервиса и туризма
Complex development of ethno-gastronomic tourism in Russia as a factor of preserving ethnic identity
Статья научная
Ethnic tourism, combined with elements of gastronomic tours, is one of the possible directions of the ethnocultural revival of the small peoples of Russia, and maintaining the integrity of the ethnic cultural space. Ethno-gastronomic tourism is able to help small regions of the Russian Federation to create their own unique trade offer in the tourism market during the postpandemic crisis and contribute to the creation of new jobs in the tourism industry for the indigenous autochthonous population. Analysis of socio-economic factors in the development of ethnogastronomic tourism in the context of preserving the identity of the small peoples of Russia and the development of practical recommendations aimed at diversifying the tourist product and ethnic self-identification of small peoples, contains the following tasks: an overview of the theoretical and methodological foundations of the development of ethno-gastronomic tourism; research of the most popular Russian tourist destinations and the prospects for their development; analysis of the target audience and the degree of demand for ethno-gastronomic tours at the present stage; development of practical proposals for the modernization of the organizational and economic mechanism of ethno-gastronomic tourism. Ethno-gastronomic tourism can draw attention to the problem of preserving the identity of the small peoples of the Russian Federation, as well as contribute to the infrastructural and economic development of sparsely populated regions of the country. Based on the theoretical and methodological foundations of the formation and functioning of ethno-gastronomic tours, the study of their influence on the creation of a regional tourist product in the period of world globalization made it possible to give a general description of the tourist resources of the regions of Russia, contributing to the integrated development of ethno-gastronomic tourism; assessment of the state and development trends of tourist potential in areas with small population groups; to develop recommendations for its development in the regions of the Russian Federation.
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Developing strategy of wine festival promotion
Статья научная
The purpose of this paper is to determine how wine festival criteria impact on their promotion, and to develop practical recommendations and a strategy for wine festivals both during and after the COVID-19 pandemic. Design/methodology/approach - Qualitative data from 29 wine festival websites were gathered. Content analysis was used to establish criteria that affect promotion of wine festivals. Crosstabs were used to check whether established wine festival criteria affect a festival’s decision to disclose a participating wineries list as part of a marketing effort. The Alignment Squared model was used to draw up recommendations for organizing wine festivals during the COVID19 pandemic. Findings - Neutral, positive and negative criteria that have an impact on promotion of wine festivals were determined and practical recommendations were suggested on how wine festivals could benefit from these criteria. The connections between the general running time of wine festivals and their all-year-round marketing circle were studied. The statistical connection between wine festival criteria and its tendency to practice cross-marketing with participating wineries were examined. Originality - Recent studies do not consider and systematize the strategies for wine festival promotion. The criteria described in this study may be used as a basis for a comprehensive classification of wine festivals and bring valuable insights into organization of wine festivals around the world, while practical recommendations may be used as a guideline for organizers of wine festivals after the COVID-19 pandemic and if world crises like this ever happen again.
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Статья научная
This work aims to discuss the challenges of Educators of undergraduate courses in tourism in Brazil related to the operationalization of the teaching-learning process of Tourism. Regarding the specific objectives, we aim to: i) identify the main teaching methodologies of Brazilian teachers; ii) identify relevant aspects for teachers about their training path or their professional trajectory of these teachers. The main concepts discussed are related to the reflection on the didactic-pedagogical training of teachers and the teaching methodologies proposed by teachers in undergraduate courses in tourism in Brazil. To achieve the proposed objectives, we opted for a bibliographic and documentary study, and an analysis through analytical tools derived from Discourse Analysis, interviews conducted with 34 professors from 19 undergraduate courses in tourism in Brazil. Our main goal is to contribute to a reflection on the importance of giving more attention to the subject of teacher training of instructors of both undergraduate and postgraduate courses in tourism. The results point to recognition of the absence of formative possibilities in the academic environment and the use of different teaching practices usually centered on written texts and, more recently, on new information and Communication Technologies. This paper is the result of a doctoral study entitled "The audiovisual in higher education instructors' practice in tourism in Brazil: interfaces and tensions with leisure", which was developed in the Interdisciplinary Postgraduate Program in leisure studies of Federal University of Minas Gerais, under the guidance of Professor Christianne Luce Gomes (ANJOS JÚNIOR, 2021).
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Future of niche tourism: diving in Russian water areas
Статья научная
This article discusses the role of niche tourism as a special type of tourist attractions that form a unique tourist product. The goal of the study is to identify promising ways to boost of extreme diving tours offered in Russia, including possible ways to improve the skills of divers in order to expand the range of diving services adaptive for tourism. A systematic and situational approach, as well as formal logical analysis and desk research are the main research methods. Based on a literature review on the approaches to understanding the specific features of niche types of diving and the importance of tourist impressions in the formation of customer loyalty, the author discusses the development of such types of diving as Cave Diving and Bog Diving in Russia and abroad, as well as the main trends that affect the prospects for boost. Among these are: the search for effective combinations of regular tours with new elements of different types of diving; the popularization of extreme diving training programs not only within the framework of volunteer programs or as a personal hobby of individual clients, but also as an integral part of a tourist product with increased value for the client; the formation of diving infrastructure from the position of a tourist object. The main paths of further research are a comparative analysis of the best management practices and the development of a system of indicators for assessing the quality of a niche tourist product provided to visitors of Russia's diving centers.
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Image of tourist destination: review and analysis of articles published in brazil
Статья научная
The tourist destination image is recognized by many scholars in the area as one of the main factors responsible for influencing the tourist’s choice of destination and, therefore, an essential factor to be considered in destination tourism management and planning, in order it can be sustainably competitive. The aim of this article is to conduct a systematic review of articles published in Brazil on the subject of destination image to provide an overview of how studies on the subject are being carried out. To this end, the SPELL platform was used to identify and collect the data. The sample of this study was compound by 23 articles existing on SPELL database, published between the years 2008 and 2020. Most of the articles studied are characterized as exploratory-descriptive research, empirical in nature, balancing between quantitative and qualitative methodological approaches. The main publications that serve as a basis for destination image studies were identified: Baloglu and Maccleary (1999); Echtner and Ritchie (1991); Gallarza, Saura and García (2002); Beerli and Martín (2004) and Chagas (2008). The results of this study seek to contribute to the scientific development about the tourist destination image serving as a basis to guide future studies on the subject and, consequently, to contribute to the development of tourist destinations.
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Modern ecological framework of the city for the urban ecotourism development
Статья научная
The article studies the ecological framework as a spatial structure, the basis on which the formation of recreational areas for urban ecotourism occurs. The author determines the place and role of recreational areas in the structure of the ecological framework. The article shows importance of recreational areas in the ecological framework, studies the methodology for the design and composition of ecological frames and identifies their main functions. It was revealed that the design of territorial frame systems is carried out based on a comprehensive assessment of the ecotourism potential of the territory. The study of the natural potential of the region is important for determining the areal structures of the tourist and recreational framework of the territory, since urban ecological tourism has a clear focus on its use. The article substantiates the necessity of creating eco-frameworks in city areas, the main functions of which are not only the protection of natural territory, but the development of urban eco-tourism. An analysis of the definitions of the ecological framework presented by various authors was carried out. The advantages of ecological frameworks for recreational areas of the city are revealed.
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Rhetoric in tourism websites: innovative technologies to engage consumers
Статья научная
The persuasive power of advertising discourse is very much experienced today. The same happens in relation to tourism marketing materials. In order to attract the attention of the viewers, the travel companies choose various techniques to express their notion of the brand. Technologies are constantly evolving bringing new solutions for web designers. Hence, there exist different innovative approaches in tourism marketing to attract and convince potential tourists to book a tourism product. The present article elucidates and discusses new technological solutions for tourism websites to allure potential tourists. The paper reviews the elements of persuasive web tourism marketing, such as 3D virtual tour, online webcam, interactive map, Google Maps, and online booking form. These technologies provide useful information, create additional experiences in the viewers and help them finalize their decisions. The article highlights how these components as persuasive strategies of tourism promotional materials can influence the decisions of tourism websites’ users. The result section provides the real examples of deployment of the mentioned technologies in influencing the audience by the websites of “Karpaty” and “Solva” resorts (Ukraine). All these techniques form a theoretical framework for researches on persuasiveness and are worth attention as they play an important role in the promotion of tourism services. The data collection of this study will provide updated information in relation to rhetoric of tourism.
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Статья научная
The article reveals modern trends in the development of tourism both in Russia and abroad. The authors first of all provide an overview of trends emerging in the pre-coronavirus period and associated with a shift from mass-tourism to its sustainable forms. The study as well underlines the problems that emerged during the COVID-19 pandemic, both in consumer demand and by tourism providers. Particular attention is paid to the types of domestic tourism, which, according to experts, will receive an additional impulse for development in the post-coronavirus period. The practical aspects of organizing weekend itineraries as a promising type of domestic tourism are considered on the example of the internal regions of the Kaliningrad region of Russia located on the mainland adjacent to the Curonian lagoon. According to the results of the study, an integrative model of the formation of a recreational effect by active tourism technologies was developed taking into account the concept of sustainable development in post-coronavirus conditions. Field studies were carried out as part of the implementation of the international project of the Lithuania-Russia Cross-Border Cooperation Programme 2014-2020 ““Сommon Heritage of Curonian lagoon: from Extraordinary to Familiar - CROSS-HERITAGE».
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Статья научная
The relationship between transportation and tourism is inseparable, and both are services that provide user experiences. The systemic view has been paradigmatic for the treatment of this interface. However new approaches have emerged, including others based on the larger web of mobility. In order to create a new research agenda on Transportation and Tourism involving Brazil, it is necessary to investigate the scientific production to verify the state of the art, which is the main objective of this study. This research is exploratory and descriptive of a qualitative nature, and it was carried out through a bibliographic survey and software support was used for the spreadsheet, textual and geographical approaches. As for the results, on the one hand, this snapshot allows us to understand the epistemological advances. On the other hand, it provides indications for these advances to be incorporated into the discussions on planning and management of transportation and Brazilian tourist destinations, constituting premises of the Applied Social Sciences. Besides, from the state of the art identified, it is possible to launch new interdisciplinary perspectives on the future of research, proposing a strategic agenda for research in tourism and transportation, based on creativity and innovation in both the theoretical and methodological fields.
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Systemic analysis of the Juiz de Fora tourism supply chain (Brazil)
Статья научная
This research aimed to analyze the tourism supply chain (TSC) in Juiz de Fora (MG), focusing on its structural components, main links, internal management process and possible inter-organizational relationships. We used a literature review on operations management, production management, production planning and control (PCP), logistics and supply chain on tourism, to analyze and compare the proposed concepts and offer a model related to the tourism product. Methodologically, this study used a mixed research, mainly quantitative but with some complementary qualitative questions. It was conducted a systematic mapping, through a non-intentional and probabilistic sampling with 100 companies that make up the TSC in Juiz de Fora (MG), complemented with qualitative data, on the reasons for certain types of behavior and practices of these companies. Empirically, the supply chain in question was considered from all its main links, namely: lodging, food, travel agencies, cultural equipment and transportation. Its analysis was carried out on the basis of 6 blocks of questions, each of them having a set of questions, which generated an “x-ray” of the TSC in Juiz de Fora. The results show that despite generating an average annual revenue of 3.6 million/year per company, the sector still lacks internal improvement in management practices, as well as inter-organizational integration, which leads to the conclusion that the output could be better if such optimizations were introduced.
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The current state of children's tourism in Lipetsk region
Статья научная
The article examines the main trends in the development of children’s tourism in the Russian Federation, identifies the obstacles to children’s tourism’s fulfillment of its significant role: to participate in the upbringing, education and health improvement of the younger generation. The destruction of the socio-economic system of the Soviet state radically changed the structure and approaches to organizing children’s tourism in the Russian Federation. The author presents a generalized picture of negative processes in children’s tourism, based on the results of statistical data over the past 5 years and the results of recent scientific research. At the state level, a number of measures are being taken to resolve the situation, which relate to changes in the regulatory framework and in organizational and management structures. These numerous attempts, however, do not create conceptual foundations in the development of children’s tourism, do not have a systemic nature and, as a result, do not give the desired effect. Regional specifics in the children’s tourism development reflect the national trends. This is clearly demonstrated by the experience of the Lipetsk region, in which, along with negative trends, the author traces a number of positive points: an increase in the number of children who have rested in children’s health camps, the continuation of the traditions of tourism and local history work on the basis of additional education institutions and within the framework of organizing one-day and multi-day tourist trips, activities of the Argamach Archaeological Park and The Forest Park. The article identifies a number of organizational decisions and initiatives as promising areas (the creation of the Committee for the Development of Children’s Tourism in February 2020, the results of the Committee’s meetings in 2020), which should raise the level of development of children’s tourism.
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Tourism and precarisation of labour: theoretical notes and empirical incursions
Статья научная
This study discusses the issues of hijacking and capturing subjectivity under manipulative capitalism in the current labour conditions and relations in the tourism economy. In this sense, it points out to the structural trend of precarisation of labour among travel agents, even more aggravated by the demand for high professional qualification and excellence in services. There is a certain adjustment of the worker to the company's imaginary; a feeling of indispensability and worthiness for effort and merit; adhesion and involvement with the organizational whole, materialized by teamwork; belief in effective collaboration at work; and feeling of self-delivery, self-giving and selfcommitment. This implies a labour context of intense imposition of conduct on workers, who need to demonstrate sympathetic and total personality engagement for the reproduction of capital, despite the precariousness of working conditions and relationships in many sectors of tourism activity.
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Tourism as geopolitical strategy: the institutional trajectory of tourism public policies in Ecuador
Статья научная
This paper analyzes how tourism has been used as a geopolitical strategy by the Republic of Ecuador throughout the last century, gaining remarkable relevance in the recent period, being considered as an alternative source of development in the context of the restrictive capacities and resources of the National State. In particular, we analyzed the institutional trajectory of tourism public policies in Ecuador, between 19902020, focusing on the role and form of state action in this process. To this end, an empirical study was carried out, based mainly on secondary data collected from the official press of the Republic of Ecuador, in its three branches (executive, legislative and judiciary). From a total of 19,026 documents initially identified, we reviewed and found a total of 223 normative acts specifically dedicated to the tourism issue. This material was analyzed using the institutional model of public policy analysis elaborated by Pimentel (2011; 2014), structured in 3 dimensions and 5 categories, which deals with the normative, regulatory and cognitive dimensions, drawn upon a synthesis of several categories identified by Scott - among others - on institutional theory. The data showed that: a) there is a clear growth in the volume of national normative acts in the period in question, which suggests that tourism has become a State policy, b) the policies are “initiated” and have the executive as the main participating actor, c) however, they are mostly generic acts and poorly linked to operational actions (with plans, projects and measurement instruments) what suggest that extraofficial actions have been taken in order to promote and operate the sector, and d) they are characterized by the absence of resources to make them feasible. We conclude tourism has become a state policy, in terms of the discursive and also institutional level of official actions taken by the national government, as well as the practice we can see in relation to inbound and domestic flows. However, the way the subject is handled lacks support, especially material and financial one, for its effective execution, which suggests that it may have any other - no official and/or institutional - different force driving the sector, while public policies appear as a shadow on the sector's performance.
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Use of Brazilian geographical indications in tourism: applications and implications
Статья научная
Services and products (agri-food, mineral, handcrafting, or industrial) from a specific place are linked to the place historical-cultural-environmental context. When there is a very close link of the goods/service to the place that renders it notoriety or specificities, these might be recognized as Geographical Indications (GIs). By bearing the territory’s name and other immaterial aspects, the GI is naturally assimilated to the region and related activities such as tourism might develop. This tourism application occurs and is studied in several countries. However, in Brazil, this research is limited to particular cases. This raised the question whether (and how) a broader use in tourism exists, thus, we sought to verify whether and how geographical indications are allied to tourism in Brazil. To achieve this aim, we promoted a theoretical discussion related to GIs and tourism, and also collected data using an online questionnaire that was sent to representative entities of Brazilian geographical indications known at the time of the development of this study. We obtained 55 replies that were investigated using descriptive statistics, correlations, and content analysis. Our results revealed tourism activities related to some national GIs. On the other hand, there are some registered, but without effective use (due to lack of structure, articulations, or resources). Another finding pointed out the need to disseminate the theme among tourists and producers in general, aiming at the GI valuation and implementation of actions that promote their use as an asset.
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Статья научная
В статье представлен обзор теоретических и практических подходов отечественных и зару- бежных авторов к вопросу использования объектов культурного наследия для развития регио- нального туризма. Большинство учёных определяют объекты культурного наследия в качестве одного из важнейших условий для развития культурно-познавательного туризма. Дальнейшее развитие данной территории обеспечивают стратегическое планирование, государствен- ная политика, создание нормативно-правовой базы, разработка специализированных государ- ственных программ, привлечение инвестиций, создание специализированной инфраструктуры и проведение грамотной маркетинговой политики. В статье рассмотрены лимитирующие факторы использования объектов культурного насле- дия в Российской Федерации на примере Калининградской области. Изучены институциональные возможности и государственные инструменты восстановления объектов культурного насле- дия с целью их включения в региональный туристский продукт. Разработана и предложена авторская методика систематизации объектов историко-культур- ного наследия, используемых в туристских целях. Критерием ранжирования объектов является степень их сохранности, доступности и функциональное назначение. Методика апробирована на объектах культурного наследия города Калининграда, относящихся по своему функциональ- ному назначению к фортификационным сооружениям, однако она может быть использована в научных исследованиях и на практике для ранжирования и других видов объектов культурного наследия регионов Российской Федерации.
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Алтарь мира в Риме: материалы к пособию для современного гида
Статья научная
Статья отражает современные тенденции в музеологии и научных направлениях, связанных с историко-культурным туризмом. Она строится на пересечении нескольких дисциплин, занимающихся интерпретацией древних архитектурных памятников, - теории и истории пространственных искусств, гражданской (политической) истории Древнего Рима, истории римской религии и градостроительства. Для современного гида и музейного работника статья будет полезной как выражение актуального на сегодняшний день подхода, который направлен не столько на изучение памятников и коллекций, сколько на установление взаимодействия с аудиторией, т.е. с современными горожанами. В этом взаимодействии экскурсант рассматривается в качестве полноправного участника коммуникации, а не пассивного получателя научных сведений и эстетических впечатлений. Музейный экспонат, в свою очередь, описывается с точки зрения коммуникации между экскурсантом и реальной вещью, сформированной градостроительной, политической, религиозной и художественной логикой древней культуры. Для апробации действенности такого подхода авторы выбрали алтарь Августова Мира в Риме. При описании алтаря предпринимается попытка восстановления городского контекста этого сооружения (ныне утраченного ввиду разрушения алтаря после падения империи и позднейшей застройки Марсова поля, а также его дальнейшего перемещения). В целях наглядности делается сопоставление пропагандистских приёмов, используемых в древних культовых сооружениях и в памятниках тоталитарных эпох. Анализ строения и иконографической программы алтаря Мира призван помочь экскурсанту раскрыть в себе собеседника древних памятников архитектуры и скульптуры, а экскурсоводу - восстановить и представить музейный объект в контексте жилой среды, пусть на сегодняшний день и полностью или частично утраченной. Этот подход может быть использован при работе с объектами in situ.
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Арт-медиация: технология создания инклюзивных экскурсионных программ
Статья научная
Туристские услуги для людей с ограниченными возможностями здоровья требуют от исполнителей особых подходов к адаптации социокультурной среды. Параллельно с развитием безбарьерной среды, важно создавать новые методы подачи информации во время экскурсий и посещений социокультурных объектов. Экспериментальными площадками по апробации новых способов взаимодействия с людьми с ОВЗ являются современные музеи, которые активно внедряют разнообразные технологии «культурного посредничества» - арт-медиации. В этом смысле инклюзивные программы в музее могут быть рассмотрены как особая ниша социального туризма. В каждом музее разрабатываются свои технологии арт-медиации, которая обусловлена тематикой и масштабом экспозиции, а также особенностями целевой аудитории. В статье на примере реализации проекта «ВОСприятие - мобильная лаборатория арт-медиации для людей с инвалидностью» представлен опыт создания инклюзивной выставки «Сад поэта: взаимодействие», которые изначально создавалась для людей с инвалидностью по зрению, но в процессе приема туристских групп с использованием техники артмедиации, выяснилось, что выставка доступна разным категориям посетителей, т.е. инклюзивна. Авторы детально описывают этапы программы арт-медиации и анализируют основные результаты взаимодействия с людьми с ОВЗ, полагая, что данный кейс может быть применим и к другим экскурсионным программам и выставкам. Основной вывод, к которому приходят авторы статьи - техника арт-медиации является универсальным приемом создания инклюзивных экскурсионных продуктов.
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Виртуальный туризм как инновационное направление социально-экономической деятельности региона
Статья научная
Развитие туризма невозможно без разработки и внедрения инноваций, обладающих высоким коммерческим и социальным эффектом для бизнес-среды и населения. Одним из направлений является создание новых видов туризма, в частности виртуального, появление которого закономерно обусловлено возрастающим влиянием научно-технического прогресса и цифровой экономической среды. Объектом исследования является виртуальный туризм как инновационное направление развитие отрасли. Предметом исследования - условия и факторы успешного развития виртуального туризма как процесса. Цель исследования заключается в разработке процессного подхода к формированию виртуального туризма в социально-экономическом пространстве региона. Рассмотрены роль и ценность виртуального туризма для субъектов рынка туристско-рекреационных услуг. Охарактеризована эволюция и подходы к оценке данного вида социально-экономической и культурной деятельности. Результатом работы является авторское определение виртуального туризма и различные функциональные области его реализации на рынке туристско-рекреационных услуг в зависимости от специализации экономических агентов. Сформирована модель процессного подхода к развитию виртуального туризма в экономической системе региона. Детализированы факторы, определяющие направления формирования инновационного вида деятельности, в том числе стратегии работы с основными группами потребителей. Определено, что развитие виртуального туризма можно рассматривать в двух направлениях - услуги и цифровую среду, то есть предприятия. Виртуальные туристические предприятия позволяют значительно уменьшить расходы на организацию туристических туров и предоставляют возможности для пользователей, которые не были доступны ранее. Традиционные предприятия становятся не эффективными в эпоху глобализации. В рамках виртуального предприятия возможно обеспечение прямой взаимосвязи заказчиков и производителей товаров и услуг. Направления будущих исследований связаны с развитием методических подходов к оценке социально-экономического эффекта эволюции виртуального туризма в рыночной среде региона.
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Влияние географических аспектов на сферу туризма (на примере Республики Татарстан)
Статья научная
Сфера туризма - это сложный механизм, который сильно зависим от множества факторов. Туристы выбирают направления своего отдыха или путешествия, опираясь на собственное мнение, советы друзей и близких, рекламу, национальные и религиозные особенности дестинации и многое другое. В качестве объекта исследования рассматривается сфера туризма Республики Татарстан - одного из регионов-лидеров по развитию данной отрасли в России. Основой для взрывного роста отрасли послужили в первую очередь событийные мероприятия. В 2005 г. Казань, столица Республики Татарстан, отмечала 1000-летний юбилей, а в 2013 г. проходила летняя Универсиада. Эти события способствовали преображению города и созданию комфортных условий пребывания туристов. Позднее в 2015 г. здесь же проводился Чемпионат Мира по водным видам спорта, а в 2018 г. Казань стала одним из городов, где проходили матчи Чемпионата Мира по футболу. За счет эффективного руководства территориями, а также поддержки бизнеса, происходит планомерный рост всех показателей туристской сферы региона и в настоящее время. Однако при подробном изучении статистики выявляется ряд аспектов, которые не позволяют равномерно распределить туристские потоки, а также полностью удовлетворить потенциальный спрос на услуги. Существует высокая вероятность замедления роста туристских прибытий. В статье анализируется влияние географических аспектов на развитие сферы туризма и гостеприимства в Республике Татарстан, на основе чего сделаны выводы и составлены рекомендации.
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Статья научная
В статье исследуются особенности конструирования медийного образа региона через негативную и позитивную модуляцию имиджевых характеристик. На примере Республики Татарстан рассматриваются доминанты медиаобраза, на базе которых созданы бренды «Казань - третья столица России», «Казань - спортивная столица» и др. Автор предпринимает попытку выделить приемы формирования медиаобраза и сформулировать взаимосвязь между «шлейфовым следом» образа в советской прессе и образом, формируемым в современных медиа. Трансляция положительного и отрицательного опыта рассматривается как фактор создания и развития целостного конгруэнтного медиаобраза. Обзор проблематики даётся в историческом дискурсе, основанном на контент-анализе прессы и исследовании социологических данных и статистики поисковых систем. Показано, каким образом ассоциативный ряд в общественном сознании дополняется яркими информационными поводами. Рассматривается конструирование мифологем в контексте медиаобраза: от архаичных фольклорных мифов - до современных городских легенд. Предпринята попытка проанализировать популярность в медиасреде некоторых туристических направлений, например, таких как гастрономический туризм. В статье даны рекомендации, усиливающие популярность туристического направления путем использования инструментов анализа поисковых запросов (Google Trends и Wordstat от Яндекс). В выводах исследования выделены ключевые аспекты повышения привлекательности региона путем усиления позитивных коннотаций имиджевых характеристик медиаобраза Республики Татарстан.
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