Positioning of natural and cultural resources of Yakutia

Abstract

In the modern world of tourist services’ market competition, the natural and cultural image is designed to influence the sensory perception of tourist objects by consumers in order to spread to a wide mass and advertising. In the modern world, the problem of positioning the image and reputation of the territory attracts the attention of many practitioners and scientists. Currently, the recreation of an attractive image of a tourist product in Russia increases competitiveness, in this regard, the positioning of tourism reflects their real effectiveness in the conditions of the regional market. The Republic of Sakha (Yakutia) needs positioning in order to become recognizable on the market, for this there are local exclusive differences and natural and cultural resources. The purpose of our article is to position the natural and cultural resources of Yakutia for the integrated development of domestic and inbound tourism. To achieve this goal, we set ourselves the following tasks: – development of a natural and cultural image, – highlighting the key characteristics of the region, indicating the cultural heritage and natural attractions that distinguish the republic from other territories of Russia to increase the attractiveness of the territory, – attracting consumers to the territory. Writing the article were used the following research methods: theoretical analysis of the terms “positioning”, “image”, research of the image of the republic, classification of the data obtained, summarizing. Priority projects and promising competitive tourism products of Yakutia should be based on exclusive advantages. The analysis of the data obtained allows us to conclude that it is the natural and cultural image of the region that has a positive effect on the formation of tourism positioning.