Abstract:

The article presents a study of the attractiveness of the North Baikal region among domestic tourist audiences. Based on the method of formalized survey, we provided the assessment of the recognition of the Baikal brand in general and of the territories adjacent to it, the study of the intentions to visit Baikal and existing tourist experience. The results of the research showed the high popularity of the Baikal brand in the domestic tourist market with high level of indiscernibility of certain adjacent territories. Moreover the results of the study identified the main problems that hinder the development of tourism in North Baikal region: geographical distance, high transport costs and poor infrastructure as well as the lack of a strong tourism brand that distinguishes the region from the other areas adjacent to Lake Baikal.