Модели музеефикации индустриального наследия и их роль в брендинге туристических дестинаций

Креативные индустрии. 2026. Т. 2. № 2(6). С. 10–31.

Карпова Д. А., Sizova I., Gordin V. E.

This article examines the musealisation of industrial heritage and its role in regional and corporate branding. The relevance of this study stems from deindustrialisation processes, the growth of industrial tourism, and the need to preserve historical memory, which is particularly important in the context of Russian realities—the lack of a legal definition of the concept of "industrial heritage" and the fragmented nature of its musealisation practices. The aim of this article was to identify the most effective models of industrial heritage musealisation as a tool for creating and promoting regional tourism and corporate brands. To achieve this goal, the following objectives were addressed. First, the authors clarify the meaning of this concept, including both tangible objects and intangible evidence of industrial activity. Second, based on the criterion of preservation or cessation of production, three models of musealisation are identified: objects that have completely lost their productive function; areas with partial reuse; museums at operating enterprises. Third, the reflection of these models in the branding of tourist destinations (on the websites of regional tourist information centres (TICs)) and in corporate branding (on enterprise websites) was empirically studied. Fourth, it was found that museums in revitalised areas are more often represented on TIC websites, with the completeness of the information depending on whether the creative cluster is featured on the website. Corporate museums of operating factories are virtually absent from public tourism resources, indicating internal isolation and limiting their potential as tools for territorial development. The obtained results allow for a new understanding of the relationship between musealisation formats and branding strategies.

Keywords: creative cluster, креативный кластер, destination branding, музеефикация, Корпоративный брендинг, брендинг дестинации, индустриальное наследие, Corporate Branding, industrial heritage, musealisation, tourist information centre, туристско-информационный центр

Publication based on the results of: Интегрированные платформенные решения как инструмент сохранения и развития культурного наследия (на примере Самарканда и Санкт-Петербурга) (2026)