Development of Water Tourism in Estonia as a Tool for the Formation of a Territorial Brand (historical, cultural, linguistic and geographical components)

Author: Nikita V. Grishanin, Natalia V. Kirillina

Communicology. 2018. Vol.6. No.5
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies of the North-West Institute of Management, RANEPA;
Natalia Vladimirovna Kirillina, Cand. Sc. (Soc.), associate professor at the department of public relations and media policy, RANEPA. Address: 199178, Russia, St. Petersburg, Sredny prospect, 57. E-mail:

Abstract. The paper represents the discussion of the territorial branding of Estonia from the point of view of the national identity and competitiveness of the country, as well as the relationship between these characteristics and the country brand. Besides, it discovers the issues related to the formation of a sustainable image of Estonia as a brand, harmoniously developing and logically constructed. The starting point of the study is the development of water tourism in Estonia, taking into account the country’s rich water resources and the increasing popularity of water tourism in Estonia and in neighboring countries. The technology of strengthening the brand of Estonia is being considered through the formation of a subbrand of the cruise service. The objective of the research can be defined as the following: based on sustainable linguistic, cultural, geographical associations with the territory as is in the texts of travel guides, advertising materials and Internet resources, (1) to describe the main characteristics of Estonia; (2) to identify key resources for promoting the territory; and (3) to develop a model for the Estonian water tourism brand, taking into account its main communication characteristics.

Keywords: territory brand, urban culture identity, Estonia, tourist brand, national and cultural identity

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For citation: Grishanin N.V., Kirillina N.V. Development of water tourism in Estonia as a tool for the formation of a territorial brand (historical, cultural, linguistic and geographical components). Communicology (Russia). 2018. Vol. 6. No.5. P. 70-81.
DOI 10.21453 / 2311-3065-2018-6-5-70-81.

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