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Editorial Board       p-ISSN 2308-4944 (print)       e-ISSN 2409-0085 (online)
SOI: 1.1/TAS         DOI: 10.15863/TAS

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ISJ Theoretical & Applied Science 09(125) 2023

Philadelphia, USA

* Scientific Article * Impact Factor 6.630

Oganesyan, M. V., Blagorodov, A. A., Rumyanskaya, N. S., Prokhorov, V. T., & Volkova, G. Yu.

Importance of branding tourist destinations in the regions of the Arctic zone of the Russian Federation.

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Language: English

Citation: Oganesyan, M. V., Blagorodov, A. A., Rumyanskaya, N. S., Prokhorov, V. T., & Volkova, G. Yu. (2023). Importance of branding tourist destinations in the regions of the Arctic zone of the Russian Federation. ISJ Theoretical & Applied Science, 09 (125), 64-78. Soi: Doi:

Pages: 64-78

Published: 30.09.2023

Abstract: in the article, the authors analyze the factors of branding tourist destinations in the Russian Arctic, the issues of the multidimensionality of the tourist space and the definition of the tourist identity of the Arctic territories in the Russian Federation. The factors that determine promotion and branding are considered in correlation with key international principles of sustainability in the Arctic tourism. The interrelation of state policy, social and economic development of the Arctic regions of Russia, in particular in the development of Arctic tourism, is being studied. The study uses the dialectical method, as well as general logical, theoretical and empirical research methods. The article defines the conditions for increasing the competitiveness of the domestic tourist product in the Arctic zone, presents a number of tourist sites, territories, locations, routes, brands, tourist products that are of the most vivid and pronounced interest to domestic and foreign tourists, the established goals and motives of tourist arrivals are indicated. The extremely important role of the indigenous peoples of the North in the development of tourism in the AZ of the Russian Federation is reflected. The analysis of the tourist identity of the Arctic region is carried out, and the components of the image of the tourist destinations of the Russian Arctic are presented, which can become the basis for the formation of a tourism branding strategy for the Arctic Zone of the Russian Federation. It is concluded that it is necessary to create an umbrella brand of tourism for the Russian Arctic, uniting the key brands of the Arctic tourist destinations of the Arctic Zone of the Russian Federation. Regretfully, after February 2022, the situation in the Arctic begins to acquire some features of a hybrid war, which indicate new negative trends in the region. Many large European and Asian companies from unfriendly countries have left or declared their intention to leave economic projects in the Russian Arctic. The interaction of the Russian Federation with the foreign scientific community in the field of research of the Arctic space has almost been stopped. The established algorithm of the activities of the Arctic Council was violated: in March, the participation of Western countries in its events under the chairmanship of the R was terminated); in June 2023, the work of the Council was resumed, but without the participation of Russia. In the summer, a conflict arose and was partially resolved related to the blocking of Russian cargo by Norway, sent to the employees of the Arktikugol trust in the village of Barentsburg on Svalbard under the pretext of complying with EU sanctions. Under these conditions, Russia is working out additional specific steps to ensure state interests in the Arctic in the socio-economic and defense spheres. According to the authors, a sharp increase in tension is possible in the Arctic regions even after the successful completion of Russia's special military operation in Ukraine.

Key words: Russian Arctic, Arctic tourism, branding of tourist destinations, sustainable development, Russia, Arctic Council, European Union, Svalbard, technological sovereignty, hybrid war, special military operation.








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