employee
Russian Federation
graduate student
UDC 334.02
The article is devoted to the analysis of existing practices of forming the territory image by means of personification: using a person-brand and forming a stable associative link between a person and a territory, endowing a territory with the traits of a person-brand. The aspects of the structural-semiotic approach to the formation of a name as a text of a locality/territory are touched upon in detail. The article points out the correlation of a stable associative link between a territory and a person and economic indicators of the region in the field of tourism. For the first time, the study proposes a technology for assessing the economic efficiency of using territory personification for its promotion, which is a new integrative approach to image making that is emerging at the intersection of communication studies and economics. This approach can be used in the development of a territory/territories brand and in calculating the effectiveness of using tools in the branding process (in particular, the use of personification as a tool).
territory image, image-making technologies, tourism economics, economic efficiency, brand economics, personification, territory as a text
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