The Role of Digital Communications in Territory Branding (Based on the Example of St. Petersburg)

Abstract

The article presents a study designed to determine the place of digital communications in the creation of a territory’s geobrand. The empirical basis: three expert interviews with a representative of business structure helping to develop tourism in the regions; with the head of the city bloggers' community and with a specialist in the marketing of territories. The research hypothesis are the following statements: the decisive factors for geo-brand promotion become inter-sectoral interaction in the field of tourism and travel; the digital activities of independent travelers are presented as a resource of public diplomacy.