TERRITORY BRANDING AS AN INSTRUMENT OF REGIONAL DEVELOPMENT (AS EXEMPLIFIED BY THE REPUBLIC OF CRIMEA)

Today in the scientific community and among the practicing experts in the field of tourism there are not enough research findings, which would reveal specifics of tourism development on the Crimean peninsula, potential prospects and approaches to current problems of tourist services for the Russian Federation residents. The article considers different types of tourism in the Republic of Crimea from 2014 to 2017 after its joining the Russian Federation. Having analyzed historical, economic, geographical and other specific features of the region as well as statistical data the author reveals peculiarities of tourism development in the Crimea and Sevastopol, describes opportunities to promote tourist services. The article states problems and prospects of tourism business in the region in the context of territory branding as an important component of territory marketing. The article concludes that it is necessary to develop cultural and informative tourism in the Crimea and to implement a systematic program-oriented approach to organizing exhibition activities in larger cities of the peninsula as well as in the region in general.