Образ Японии как туристической дестинации в русскоязычном сегменте Интернета

Маркетинг в России и за рубежом. 2025. № 4. С. 69–77.

Reshetnikova K., Решетников А. К.

Tourism as an industry became prominent only in recent decades, however it plays an important role in soft power as a diplomacy tool that can shape an image of a country in order to attract visitors and boost its economy. In today's digital age, the Internet plays a key role in shaping travelers’ perceptions of countries and their decision-making of where to go. Different travel blogs may help Japan with its visibility, brand recognition and positive image as an attractive tourist destination. This study examines Russian-language travel blogs on YouTube and Telegram to identify characteristics of the image of Japan as a tourist destination among potential tourists who plan or would like to visit Japan. The main actors shaping the image of Japan among potential tourists are Russian-language bloggers. They select and present various attributes of the destination to potential clients. For this purpose, various Youtube and Telegram channels will be analyzed using a case study method. The collection and data analysis will be done using an observation method and content analysis. This study may become of use to researchers with expertise in tourism, marketing and cross-cultural communication, as well as travel industry professionals who seek practical insight into the needs and preferences of Russian-speaking tourists.

Keywords: туризм, Япония, Japan, образ страны, tourism, туристическая дестинация, tourist destination, country image