Complex Identity of the City and the Formation of a Tourism Brand on the Example of Tula

Tula region is known for its unique cultural and historical heritage, which reflects the basic awareness of this tourist destination. However, with the continuous evolution of the city and its transformation, the identity of Tula is also changing. The heterogeneous, but already become cliched knowledge about Tula limits the possibilities for the formation of a single comprehensive brand of the city. This research work is focused on the study of the actual components of the complex identity of the city of Tula. The research questions are: what constitutes and forms the actual complex identity of Tula and how can we evaluate the potential of these components for building a tourist brand of the city? In the course of the two phases of the research: expert interview and interview with tourists in depth, as well as the analysis of the data obtained with the help of a grounded theory, the main categories constituting the unique character of the city have been identified and analyzed. Actual identity includes the following additional components: merchant heritage of the region, generalizing idea of craftsmanship, historical significance of Tula defense (Kremlin), new social practices in the form of festivals, revitalized territories and modern public spaces (clusters "Octava", "Iskra", Kazan embankment, Metallists Street). As a consequence, it was possible to complement and reveal the symbolic capital of the city, which may serve as the basis for the brand of Tula.