ФОРМИРОВАНИЕ ТУРИСТИЧЕСКОГО ОБРАЗА ТЕРРИТОРИЙ: БРЕНДИНГОВЫЙ И ДРАМАТУРГИЧЕСКИЙ ПОДХОДЫ
THE FORMATION OF TERRITORY'S TOURIST IMAGE: BRANDING AND DRAMATURGIC APPROACHES

Summary/Abstract: The article reveals the essence of branding and approaches to the forming of attractive tourist image of the territory. According to the author's point of view, the dramaturgic approach is the consequence of the implementation of branding approach. The overlapping of these two approaches creates ambiguous and contradictory effects for tourist areas, especially in an authenticity of the tourist destinations and practices of local people. The differentiation of institutionalized or non-institutionalized roles in the tourism is defined within the dichotomy of branding - dramaturgical approaches. Institutionalized roles include minimal or limited contacts between tourists and local population, passivity of tourists and the active involvement of intermediaries in the travel practices of tourists. The non-institutionalized roles assumed the involvement of travelers in the process of knowing the realities of community destination, the desire to maximize contacts and communications with local people .

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