Современные проблемы сервиса и туризма 2015_v.9_#2 | Page 33

Современные проблемы сервиса и туризма

№ 2/2015   Том 9

Dmitriy Zamyatin
Russian Research Institute for Cultural and Natural Heritage named after D. S. Likhachev
(Moscow, Russia); PhD (Dr. Sc.) in Cultural Studies, Senior Research Fellow,
Head of geocultural regional policy

GEOCULTURAL BRANDING OF CITIES AND AREAS: 
FROM GENIUS LOCI TO IMAGE RESOURCES
Geo-cultural regional policy is associated with the actualization of the real identity of communities, people and events
that can convert and transform the real image of the city. It should be focused on people and not on tangible or intangible objects. This is its essential difference from traditional regional policy.
Geo-cultural branding of an area is not a traditional branding area that exists in western branding and marketing formats and is now developing on Russian soil. This activity is related to the cultivation areas of images, which are important for the cohesion of territorial communities. It can be a non-profit or commercial, but, anyway, the main purpose of
geo-cultural branding cannot be initially commercial, it is focused not on profit but on the development of the identity
of the city (and wider – regional) communities and the events that actualize the image of the city.
At the end of XX – the beginning XXI centuries the concept of genius loci has become part of popular culture, on e of the
tools for development of tourism and marketing of areas, used in the protection and promotion of cultural heritage. As
part of humanitarian geography the concept of “genius loci” is semantically correlated with the notions of cultural landscape as an object of heritage, local (spatial) myth, symbolic topography, geographical image. Particularly productive
this notion in research on literature, geography, geography and the geography of aesthetic art, landscape architecture
and garden art.
Characteristics of image resources of cities and territories in the context of geo-cultural branding should include an
analysis of the possibilities of using space imagery of geniuses and specific representations of these images within
geocultural regional policy.
Keywords: geoculture, geo-cultural area branding, image resources, local myth, image of the territory, image and geographical development, territorial identity, genius loci.

References:
1. Antsiferov N. P. Dusha Peterburga. Peterburg Dostoevskogo. Byl’ i mif Peterburga [The Soul of St. Petersburg.
Dostoevsky’s Petersburg. True story and the myth of St. Petersburg]. Reprint. M.: Kniga, 1991. 227 р.
2. Vail’ P. Genii mesta [Genius loci]. M.: KoLibri, 2007. 488 p.
3. Vedenin Iu.A. Literaturnye landshafty kak ob’ekt naslediia [Literary landscapes as heritage sites] // Geografiia
iskusstva. Vyp. IV. 2005. pp. 10–26.
4. Zamiatin  D. N. Identichnost’ i territorija: gumanitarno-geograficheskie podhody i diskursy [Identity and territory: the humanitarian and the geographical approaches and discourses] / V sb. «Identichnost’ kak predmet
politicheskogo analiza». M.: IMEMO RAN, 2011. p. 186–203.
5. Zamiatin D. N. Lokal’nye istorii i metodika modelirovaniia gumanitarno-geograficheskogo obraza goroda [Local
history and technique of modeling of humanitarian and geographic image of the city] // Gumanitarnaia geografiia. Nauchnyi i kul’turno-prosvetitel’skii al’manakh. Vyp. 2. 2005. pp. 276–323.
6. Zamiatin D. N. Lokal’nye mify: Modern i geograficheskoe voobrazhenie [Local myths: Modern and geographical
imagination] / V sb. «Literatura Urala: istorija i sovremennost’. Ekaterinburg: Izd-vo Ural. un-ta, 2008. p. 8–44.
7. Zamiatin D. N. Russkaja usad’ba: landshaft i obraz [Russian estate: landscape and image] // Vestnik Evrazii. 2006.
№ 1. p.70–91.
8. Zamiatin D. N., Zamiatina N. Iu. Genij mesta i gorod: varianty vzaimodejstvija [The genius of the place and the
city: the interaction options] // Vestnik Evrazii. 2007. № 1. p. 62–87.
9. Zamiatina N. Iu. Obraz goroda i iskusstvo [The image of the city and art] // Geografiia iskusstva. Vyp. IV. 2005.
pp. 26–43.
10. Kotler F., Asplund K., Rein I., Khaider D. Marketing mest. Privlechenie investitsii, predpriiatii, zhitelei i turistov
v goroda, kommuny, regiony i strany Evropy [Marketing of Places. Attracting investments, businesses, residents
and tourists in cities, municipalities, regions and countries in Europe]. SPb.: Stokgol’mskaia shkola ekonomiki v
Sankt-Peterburge, 2005. 384 p.
11. Marburg Borisa Pasternaka [Boris Pasternak’s Marburg] / Sost. E. L. Kudriavtseva. M.: Russkii put’, 2001. 258 p.
12. Rakhmatullin R. Nebo nad Moskvoi. Vtoroi Ierusalim Mikhaila Bulgakova [The sky above Moscow. Second Jerusalem of Mikhail Bulgakov] // Ex libris NG. Knizhnoe obozrenie k «Nezavisimoi gazete». 24.05.2001. p. 3.
13. Shchukin  V. Mif dvorianskogo gnezda: Geokul’turologicheskoe issledovanie po russkoi klassicheskoi literature
[The myth of the noble nest: Geo Cultural Studies of Russian classical literature]. – Krakov: Izdatel’stvo Iagellonskogo universiteta, 1997. 315 p.

31