Development of a communication strategy for the development of the Republic of Buryatia

Abstract

The article discusses the concept of «communication strategy for territory promotion», its formation stages, marketing communications tools for territory promotion. Formation of a communication strategy contributes to the formation of the image and recognition of the territory, increasing the presence of the territorial brand in the information space, as well as attracting investors. The article is devoted to the formation of a communication strategy for promoting the Republic of Buryatia. Based on the analysis of secondary information, Buryatia has revealed a great potential as a tourist destination, which lies in its natural resources, cultural, historical, religious and architectural heritage. Despite the fact that the tourist flow has doubled over the past year, the republic is experiencing socio-economic problems. These Primarily include low wages and high unemployment. The article also presents the results of a study aimed at identifying the problems and prospects for the development of Buryatia as a tourist destination. The study involved both potential tourists (n = 126) and local residents (n = 74). The study revealed the problem of tourism development in Buryatia – low awareness of Buryatia as a tourist destination. However, potential tourists and local residents consider this region as a tourist destination. Based on the results of the study, a communication strategy for promoting Buryatia was developed, which can help solve these problems. The article also substantiates the choice of marketing communications tools for the development of tourism in Buryatia. The following methods were used in the work: analysis, synthesis, online survey, association method.