Bishkek, Kyrgyzstan
VAK Russia 5.2.6
Event-based news hooks serve as an effective tool for territorial branding. The World Nomad Games (2014, 2016, 2018) catalyzed the dissemination of information about Kyrgyzstan as a tourist destination, fostering a positive image and increasing its appeal to investors. An event-based news hook is a specific occurrence that captures the attention of target audiences and the media, thereby enhancing territorial recognition, improving its reputation, and attracting tourists. Territorial branding is the process of cultivating a positive perception of a specific area: the unique characteristics of a location serve as branding advantages that increase its visibility among international and domestic tourists, investors, and the local population compared to competing destinations. This research examines the influence of event-based news hooks on the image and reputation of Kyrgyzstan through the successful case of the World Nomad Games. By employing systemic, structural-functional, and interdisciplinary approaches alongside questionnaire-based methods, the study demonstrates that the World Nomad Games significantly bolstered tourist attractiveness, serving as a pivotal factor in promoting the territory to tourists, investors, and business partners.
informational occasion, branding of the territory, territorial brand, image of the country, reputation, World Nomad Games
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