“Great views of lake, mountain and town”. On the naming and territorial branding

The article investigates the specifics of naming of collective and private accommodation facilities located in the towns Apatity and Kirovsk, Murmansk region. The paper gives a working classification of the accommodation facilities and analyzes their names based on some semantic characteristics. The author draws conclusions about the dominance of the natural-geographical component in the structure of the tourist image of the region. However, this does not always conform to official positioning of Murmansk oblast as a region with rich history and culture and to the idea that the latter are just as important for development of the tourism industry in this territory as recreational resources.