Creating Tourism Brand Concept for TRT «Parma»

Changes in the external political and economic environment in Russia during the period of 2020-2022 have greatly determined the restructuring of tourists flows, creating conditions of increased competition between territorial entities within Russia, which actualized the problem of branding administrative-territorial units. Within Perm Krai, this task has been officially formulated in the “Strategy of Tourism Development”. However, activity in the directions of branding on the municipal level lacks systematic approach. This work aims to create a concept of tourist brand for TRT Parma based on the territorial identity analysis. Within this study the optimal algorithm for analyzing territorial identity was developed on the basis of comparative analysis of modern practices for researching territorial identity. Developed algorithm allowed to determine key components of territorial identity of TRT Parma through the analysis of stakeholders’ associations. Based on the identified components a concept of the tourist brand of TRT Parma was developed. The main results were proposed and implemented in the activity of one of the municipalities in the considered territory.