Service & Tourism: Current Challenges Service & Tourism: Current Challenges Современные проблемы сервиса и туризма 1995-0411 2414-9063 17926 10.22412/1995-0411-2017-11-3-7-24 Локальное в глобальном: формула туризма LOCAL IN A GLOBAL: THE TOURISM FORM Локальное в глобальном: формула туризма DESTINATION STORITELLING AS MODERN TOURISM TECHNOLOGY Сторителлинг дестинаций как современная технология туризма Афанасьев Олег Евгеньевич Afanasev Oleg Evgen'evich olafn_dp@mail.ru

доктор географических наук;

doctor of geographical sciences;

 Афанасьева Александра Владиславовна Afanaseva Aleksandra Vladislavovna slimm_82@mail.ru

кандидат географических наук;

candidate of geographical sciences;

 Российский государственный университет туризма и сервиса Москва Россия Russian State University of Tourism and Service Moscow Russian Federation Российский государственный университет туризма и сервиса Москва Россия Russian State University of Tourism and Service Moscow Russian Federation 11 3 7 24 https://naukaru.ru/en/nauka/article/17926/view

В статье объектом изучения выступает сторителлинг как сравнительно новая технология маркетинга туристских дестинаций. Туристский сторителлинг определяется как комплексная маркетинговая технология продвижения турдестинаций на основе активной эксплуатации нарративной информации – легенд, мифов, преданий, городских историй и рассказов, которые становятся самостоятельными аттракторами, дополняющими или даже заменяющими традиционные объекты туристского интереса, материализующиеся посредством вещественных (сувениры, туристские гиды-путеводители и пр.), образно-знаковых (уличный стрит-арт, иконографические документы, мультимедиаформаты), текстовых, онлайновых и иных инструментов для потребления туристами. Вводится понятие «сторителлинговой дестинации» как аттрактивного для туристов объекта, в маркетинговом продвижении которого преоблада- ют технологии сторителлинга. Также определяются дефиниции городского сторителлингово- го туристского пространства и постпутешественного сторителлинга. Приведён детальный анализ зарубежных публикаций по проблематике сторителлинга и его роли в развитии туристских дестинаций, проанализированы некоторые кейсы сторителлинговых де- стинаций в мире и в России, раскрыты отдельные механизмы функционирования таких туристских достопримечательностей (кейсы Калининграда, Боровска, Санкт-Петербурга и др.). Приводится характеристика туристского сторителлинга как маркетинговой технологии, вы-делены его принципы и охарактеризованы некоторые инструменты. Определено, что одной из наиболее распространённых технологий туристского сторителлинга является легендирова- ние туристского пространства. Представлена классификация форм использования технологий сторителлинга и легендирования в активном туризме.

The article is devoted to the storytelling as a relatively new marketing technology for tourist destinations. Tourism storytelling is defined as an integrated marketing technology for promoting tourism destinations through narrative information: legends, myths, fables, urban stories and tales. Tourism narrative become a self-contained attractor, supplementing or even replacing traditional objects of tourist interest. It can be realized through a variety tourist consumption tools. The most important among them are material products (souvenirs, travel guides, etc.), figurative-symbolic objects (street art, iconographic documents, multimedia formats), verbal means, online resources, etc. The authors offer the concept of a “storytelling destination” as an attractive object for tourists, in the marketing promotion of which the technology of storytelling prevails. The article defines the city storytelling tourism place and describes the phenomenon of post-travel storytelling. The authors also accomplish a detailed review of foreign publications on the problems of storytelling and its role in the tourist destinations development, consider some cases of the world’s and Russian storytelling destinations and separate mechanisms for their operating (cases of Kaliningrad, Borovsk, St. Petersburg, etc.). The article characterizes the tourism storytelling as a marketing technology, its and some tools. It is determined that finding out or creating legends and their using in the marketing tourism places is one of the most common technologies of tourism storytelling. The authors present the classification of technologies of storytelling and legend in active tourism.

 сторителлинг туристский сторителлинг легендирование сторителлинго- вая дестинация технологии туризма маркетинговая технология постпутешественный сто- рителлинг сторителлинг в активном туризме. storytelling tourism storytelling using legends in tourism storytelling destination tourism technologies marketing technology post-travel storytelling storytelling in active tourism.

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