THE IMAGE OF AN INDUSTRIAL AREA AND ITS INFLUENCE ON TOURISM DESTINATION CHOICE (ON THE EXAMPLE OF CHELYABINSK)

Abstract

Aim. The paper aims to substantiate the influence of territorial image on tourism destination choice when it comes to regions that are usually perceived as industrial (on the example of Chelyabinsk). Materials and methods. The study was conducted for 3 months. Our sociological surveys involved the residents of Chelyabinsk (n = 950) and other regions (n = 385). The literature and publications on the subject from Internet sources were processed with content analysis. Results. The image of Chelyabinsk affects negatively its perception: almost 60% of residents perceive the city as unfavorable for life. Poor ecological conditions are considered as the principal problem of the city. Literature analysis showed that Chelyabinsk was described with stereotypes of a place with the worst ecology in the country and constant emergency events. Our study unanimously confirms the correlation between territorial image and its perception as a tourism destination. Conclusion. In the digital era, territories that are traditionally perceived as industrial are usually unattractive for tourists and associated with poor ecology. Changing the image of a territory requires a thoroughly developed strategy for improving both the image and quality of city environment.