2021
DOI: 10.1051/e3sconf/202129105022
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“The Yakut Cold” as a brand

Abstract: The article considers the Yakut cold as a brand that forms a certain public image of a tourist destination, especially for inbound tourism. Currently, the republic possesses all the necessary prerequisites for the effective development of both inbound and domestic tourism. “The Yakut Cold” brand is an integration (unity) of images and associations, that appear as an emotional response to the word “Yakutia”. Formation of an attractive public image requires an integrative approach, including the creation of info… Show more

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