CULTURAL AND HISTORICAL HERITAGE OF THE CHECHEN REPUBLIC: TO THE PROBLEM OF THE FORMATION OF THE TOURIST BRAND OF THE TERRITORY
The concept of cultural brands is one of the priority areas of the regional cultural policy. Based on the analysis of the potential of the historical and cultural heritage of the Chechen Republic as the basis for the formation of a tourist brand that contributes to a significant improvement of the image of the territory, economic and social attractiveness and preservation of cultural identity the authors studied the main provisions of regional conceptual and strategic documents on branding. Tourist and recreational complex is based on a variety of natural and climatic resources, historical and cultural heritage and spiritual values of the peoples inhabiting the republic. Accumulating the key achievements of domestic theoreticians and practitioners in the field of cultural policy, preservation of cultural heritage and tourism, cultural marketing and branding, the authors developed a conceptual framework for the formation of the “umbrella” brand “The Chechen Republic - a new base point” that determines the main directions for the development of tourism, conservation cultural and historical heritage and recreational opportunities of the region both for the immediate period and for the future. According to the authors, such approach will promote the reproduction of the cultural potential of the region, the development of material and spiritual heritage, the harmonization of interethnic relations, and the creation of a positive image of the Chechen Republic.