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ISCONTOUR 2016 Tourism Research Perspectives. Proceedings of the International Student Conference in Tourism Research

Norderstedt: Books On Demand, 2016.
Шулятьева Ю. Д.
Under the general editorship: R. Egger, C. Maurer.

In contemporary competitive circumstances destinations strive to raise touristic attractiveness by means of branding. Branding is realized with the help of cultural policy very often. St.Petersburg as the touristic city has established academic image and attracts steady category of tourists. This research paper is aimed at developing the influence mechanisms of contemporary visual art on the brand of St.Petersburg. Mechanisms developed could help to attract new categories of tourists including young people and creative community. Moreover, the city image renovation would contribute to inflow of additional investments to culture sphere. This particular study will probably help to support high touristic attraction of St.Petersburg and raise its level as well. Two methods were used in order to gain the aim of the study. During expert survey a questionnaire was developed, it helped to find out a expert opinion about influence of contemporary art on tourist destination brand (experts are managers of organizations, fine art experts, employees of advertisement departments and departments which work with tourist groups). Content-analysis was used as well in order to analyze the sites of touristic firms for the presence of information about organizations which present contemporary art. Recommendations for the effective work of influence mechanisms of contemporary visual art on the brand of St.Petersburg were prepared.      

ISCONTOUR 2016 Tourism Research Perspectives. Proceedings of the International Student Conference in Tourism Research