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09.12.2017, 01:00


UDC 338.48.01
DOI: 10.22412/1995-0411-2016-10-4-41-62

Lomonosov Moscow State University (Moscow, Russia); PhD (Dr.Sc.) in Philosophy, Professor; e-mail: voronkova@fgp.msu.ru

Russian State University of Tourism and Service (Moscow, Russia); PhD (Dr.Sc.) in Geography, Professor; e-mail: editor@spst-journal.org

Leonid I. MARMER
General Director of the LLC "Intourist" (Moscow, Russia); e-mail: Leonid.Marmer@intourist.ru


Article is devoted to advertizing activities of "Intourist" in the 1930–1960-ies of on forming of a positive tourist image of the Soviet Russia. The article is focused on the formation of negative image of Russia in the eyes of the people of Western Europe through literary and historical sources of the XV–XIX centuries and the measures of the Soviet government aimed at the correction of this image by attracting foreign tourists. The article considers the aspect of the marketing activity of "Intourist" directed to forming of favorable perception of the Soviet Union by foreign tourists based on the official and unofficial symbols of the country, the level of social and economic and cultural development, etc.
Touristic posters published by "Intourist" since the 1930s are the research object. The article shows that these posters have kept traditions of the Soviet ideological poster art and commercial posters since times of the New Economic Policy. Gifted Soviet artists have been involved in development of posters. Their posters with courageous geometrical forms and richness of flowers were distinguished by expressiveness and high art level. It has allowed to be positioned successfully in the tourism markets of the western countries.
The authors come to a conclusion that posters of "Intourist" reflected the main strategies for involvement of foreign tourists. These strategies will be later formulated as image marketing, infrastructure marketing, marketing of sights, etc. The posters of "Intourist" have become its business card for years to come and today are the part of cultural heritage.

Keywords: foreign tourism, image of the country, Soviet touristic poster, “Intourist”, marketing strategies, branding of destinations.


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Bibliographic description 

  • Voronkova, L.P., Afanasiev, O. E., & Marmer, L. I. (2016). Historical posters of “Intourist”: at sources of forming tourist image of the country. Sovremennye problemy servisa i turizma [Service and Tourism: Current Challenges], 10(4), 41-62. doi: 10.22412/1995-0411-2016-10-4-41-62 (In Russ.). 

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