Туристический брендинг в условиях кризисных явлений процесса глобализации и становления ЕАЭС

Сервис в России и за рубежом. 2015. Т. 9. № 5. С. 129–139.

Rodkin P. E.

The article is devoted to a new economic and political entity — the Eurasian economic Union (EEU), becoming part of the "internal" tourism, in the context of the crisis of globalization and global tourism, associated with the increase in terrorist activity, chaos and instability in the world, including at popular tourist destinations. This process is one of the major challenges that has systemic consequences for the Russian tourist market in General. The article presents a topical subject and the strategic direction of the Eurasian tourist branding, the problems of formation of new political and economic conditions, internal and Eurasian tourist market and its channels of communication to preserve and develop consumer standards set by the global tourism. As a condition of the tourist branding in the space of the EEU describes the mechanisms of sovereign ratings and brand protectionism. The considered processes have a direct impact on the Russian tourist market in the sphere of branding and marketing and are in need of scientific reflection and discussion.

Keywords: глобализация, туризм, globalization, tourism, ЕАЭС, туристический брендинг