Russia: Country of Contrasts. A branding proposition for the German travel market

      Аннотация: The international tourism industry is a highly competitive market. Thus, tourism destinations are fiercely competing for tourist arrivals and for their expenditures. Nation branding is a reasonably new approach to market a place or country as compared to product branding which has been used by the manufacturing industry for quite some time. Russia’s tourism industry is still in an early stage of development. That is why little attention has been paid towards international marketing or branding so far. However, driven by the huge economic potential of the destination, Russia aims at developing the tourism industry by promoting itself internationally. In this context, this book intends to design a new brand for the destination Russia and to give recommendations on how to promote the country in the promising German market.

Ключевые слова: Russia, destination image, destination branding, tourism destination, branding proposition, brand wheel, destination identity, destination competitiveness