TOURIST IMAGE OF THE NORTHERN CAUCASUS IN THE REPRESENTATIONS OF THE POPULATION OF RUSSIA

Introduction. The relevance of the study of the tourist image of the North Caucasus in the views of the Russian population is substantiated. With the help of the historical-geographical method, four main stages in the transformation of the image of the studied macro-region are highlighted: «Caucasus is new territory and young re-sort», «North Caucasus is the breadbasket and health resort», «North Caucasus is hot spot», «Northern Caucasus is tourist center». Materials and research methods: The information base of the research consists of content analysis of the mass media and a sociological survey of the population. Content analysis is based on media monitoring of the information-analytical system Medialogia. The poll was conducted online; in total, three hundred respondents from nineteen subjects of Russia took part in it. As an integral characteristic of the perception of geographic space, the ratio of population to territory has been introduced. Results and discussion: Conducted content analysis revealed the geography of publications about the North Caucasus and its tourism industry. The study showed that the tourist image of the North Caucasus in the media space is very multifaceted and consists of a large number of elements that are divided into the following groups: natural features, cultural environment, brands, tourist infrastructure and service. A sociological survey showed how distorted the perception of the Russian population about the North Caucasus. Presented are mental maps of the borders of the North Caucasus, its most popular resorts, and a map of the most common associations with subjects of the North Caucasus Federal District. The analysis of positive, neutral and negative associations was carried out, their geographical patterns were revealed. Integrating the responses of the population, based on the ratio of the population to the territory, a typology of Russian regions was compiled by the nature of the perception of the tourist image of the North Caucasus. Findings: Based on the study, a number of conclusions were made about the structure, elements and features of the tourist image of the North Caucasus, its place in the federal and regional media space of Russia. The geographical determinant in the perception by the population of the tourist image of the North Caucasus is established.

география образов, образ территории, туристский образ территории, имидж территории, Северный Кавказ, аттрактивность территории, geography of images, image of the territory, tourist image of the territory, image of the territory, the North Caucasus, attractiveness of the territory

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