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Regular version of the site

Book chapter

The role of contemporary visual art in formation of destination tourist brand

P. 138-148.
Shulyateva Y.

In contemporary competitive circumstances destinations strive to raise touristic attractiveness by means of branding. Branding is very often realized with the help of cultural policy. Being a touristic city, St.Petersburg has established an academic image and attracts a steady category of tourists. This research paper is aimed at studying the development of contemporary visual art in St.Petersburg and its influence on the brand of the city. Contemporary art could help to attract new categories of tourists, including young people and creative community. Moreover, the renovation of the city image would contribute to the inflow of additional investments to the culture sphere. This particular study will probably help to support the high touristic attraction of St.Petersburg and raise its level as well. Two methods were used in order to achieve the aim of the study. During the expert survey a questionnaire was developed. It helped to find out an expert opinion about the influence of contemporary art on tourist destination brand (experts are managers of organisations, 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 organisations which represent contemporary art. Recommendations for the effective influence of contemporary visual art on the brand of St.Petersburg were prepared.