Key instruments of PR promotion of a region in the domestic tourism market in Russia (based on the example of the Republic of Tatarstan)

Abstract

Contextualization: The study is devoted to the specifics of applying public relations tools in the promotion of the Republic of Tatarstan as a tourist destination. The features of PR technologies concerning the promotion of the territory are considered. Particular attention is paid to a retrospective analysis of the use of PR in managing the image of a tourist region and the attention of its potential target audience under the influence of macroeconomic, social, and geopolitical changes based on the example of Tatarstan.

Objective: This study examines the regulatory and legal aspects of promoting Tatarstan as a tourist destination. It aims to assess the effectiveness of PR strategies within the framework of existing regulations and legal frameworks governing tourism promotion.

Methods: The research employs a multifaceted approach, combining a retrospective analysis of macroeconomic, social, and political factors with an assessment of the legal and regulatory environment governing tourism promotion in Tatarstan. Data sources include official reports, statistical data, social network analysis, case studies, and a literature review.

Results: Tatarstan has demonstrated success in promoting tourism and adapting its strategies in response to external challenges. Legal and regulatory frameworks have supported these efforts. Key findings include the region's pivot toward domestic tourism during the COVID-19 pandemic, effective engagement with media and digital platforms, and a focus on event tourism. The study also highlights the importance of continuous adaptation to changing circumstances for sustainable tourism promotion.