Ekaterina V. Katamashvili 1 , Victoria V. Katamashvili 2
Socio-educational project «Rainbow Workshop» (Nizhny Novgorod, Russia);
1 marketing & development consultant; e-mail: firstname.lastname@example.org;
2 ASI a member of the Working Group on the elaboration of a road map for development of
handicraft in the Russian Federation; e-mail: email@example.com
«GOLDEN RING OF NATIONAL ARTISTIC TRADES IN NIZHNY NOVGOROD» – A NEW IMAGE OF REGION AND DRIVER OF TOURISM DEVELOPMENT
The project «Golden ring of national artistic trades in Nizhny Novgorod» (naming © V. Katamashvili, 2014) is a socio-cultural project, focused on the forming a holistic picture of national artistic trades and positioning them as tourist business card of Nizhny Novgorod region. The project «Golden ring of national artistic trades in Nizhny Novgorod» represents the national artistic trades of Nizhny Novgorod in new modern cultural context by including them in a living space of modern man, prompting interest in traditional folk culture of Nizhny Novgorod region, the desire to get in touch with it. The creation of common socio-cultural space «Golden ring of national artistic trades in Nizhny Novgorod» and its recognition at regional, national and international levels as part of the world's historical and cultural heritage is main goal of the project. Also the creation of a brand on the base of the traditional crafts of Nizhny Novgorod region is proposed in the project.
National artistic trades of Nizhny Novgorod region are positioned in the space of intangible cultural heritage as an innovative tourism product.
Authors believe that innovative approach in conjunction «culture-tourism-territorial branding», based on national artistic trades of Nizhny Novgorod as the unique competitive advantage will allow achieving breakthrough results. The project «Golden ring of national artistic trades in Nizhny Novgorod» initiates a new image of Nizhny Novgorod region. It is a powerful driver of cultural and economic development, tourist and investment attractiveness, recognition and popularity of the region in the country and the world.
Keywords: national artistic trades, Nizhny Novgorod region, brand, tourism product, Golden ring, socio-cultural project.