Territory Branding Development as a Regional Economy Activation Factor

Abstract

The article presents the study results of the tourism sector main activity indicators in key regions of the Russian Federation. The methodological basis of the tourism industry indicators study was based on the approaches based on application of economic and statistical methods based on time series and analysis of promising scientific developments. As a result of the work, an analysis of tourist flows in the medium term was carried out, and key trends and factors in the tourism development were identified. The authors proposed a number of directions to improve the territory branding. They also introduced the Novgorod Region branding concept implementation elements. The recommendations given by the authors can be applied in most subjects of the country in order to popularize domestic tourism, develop tourism infrastructure, and promote a regional tourism industry product. Development, implementation and execution of the branding process proposals for the regional authorities will significantly increase the tourism appeal and awareness of the region not only at the country level, but also in the international arena.