Influence of the image characteristics of the media image of the region on its tourist attractiveness (on the example of the Republic of Tatarstan)

The article examines the features of constructing the media image of the region through the negative and positive modulation of image characteristics. Through the example of the Republic of Tatarstan, the author considers dominants of the media image are considered. For example, based on them the brands "Kazan - the third capital of Russia", "Kazan - the sports capital", etc. are created. the way formed in modern media. The author attempts to single out the methods of forming a media image and formulate the relationship between the “tail trail” of an image in the Soviet press and the image formed in modern media. The transmission of positive and negative experience is considered as a factor in the creation and development of a holistic congruent media image. An overview of the issues is given in a historical discourse based on the content analysis of the press and the study of sociological data and search engine statistics. It is shown how the associative series in the public mind is complemented by bright informational occasions. The construction of mythologems in the context of the media image is considered: from archaic folklore myths to modern urban legends. An attempt was made to analyze the popularity in the media environment of some tourist destinations, such as gastronomic tourism. The article provides recommendations that increase the popularity of a tourist destination by using search query analysis tools (Google Trends and Wordstat from Yandex). The conclusions of the study highlight the key aspects of increasing the attractiveness of the region by strengthening the positive connotations of the image characteristics of the media image of the Republic of Tatarstan.