BRANDING OF THE NORTHERN BAIKAL: PROBLEMS AND PERSPECTIVES ANALYSIS | Журнал правовых и экономических исследований

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BRANDING OF THE NORTHERN BAIKAL: PROBLEMS AND PERSPECTIVES ANALYSIS



E.B. Korchagina
R.A. Shignanova
elena.korchagina@mail.ru
r.shignanova@gmail.com
National Research University Higher School of Economics, Doctor of Economics, Professor
a marketing specialist, OOO "RIG "Ulan-Ude Reklama"
St. Petersburg
Ulan-Ude, Buryatia

Keywords:

  • territorial brand
  • branding of destinations
  • Northern Baikal
  • the lake of Baikal
  • republic of Buryatia
  • PESTEL-analysis
  • SWOT-analysis
  • The area of the Northern Baikal is reach in recreational potential and has significant capacities for the development of different sectors of tourism with the throughput to cater for the needs for rest and recreation of Russian and foreign tourists and the population of the Republic of Buryatia being stated as pretty high. However this potential cannot be considered realized in full yet. The article presents the study of the environment of the Northern Baikal as a tourist destination by means of PESTEL and SWOT analysis whereby conclusions have been made with regard to challenges and prospects of creation and development of branding of this territory.

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