Hospitality Industry, Geobranding and Sustainable Development of
Resort Cities: Urban Aspects in the Stage of Active Development
Alexander D. Konovalov
, Evgeny V. Galdin
and Valeria N. Orobinskaya
North-Caucasus Federal University, Pyatigorsk, Russia
Keywords: Sustainable Development, Hospitality Industry, Urban Studies, Design of Architectural Environment,
Touristic Cluster, North Caucasian Federal District.
Abstract: The modern resort city is a complex phenomenon, a multi-layered structure, the overall functioning of which
depends on many aspects, the most important of which deserve not only municipal, but also federal attention.
Nevertheless, not all issues can be resolved administratively - the successful status of the resort city, the focus
of public attention on the strengths of the city, the correct implementation of its capabilities - all this is solved
quite effectively with the help of geo-branding mechanisms. The article discusses some aspects, the correct
implementation of which allows you to create a positive situation in which the components of geo-branding
territories are articulated and interact with each other, generating the very desired synergistic effect, the
presence of which can create not only “big names and big ideas”, but also “big territory ”, which, in turn,
undoubtedly contributes to the economic prosperity of cities and regions, being one of the key drivers of their
further prospective improvement and development.
Nowadays, the hospitality industry, which forms,
among other things, the foreign policy image of both
a particular region and the whole country, is a
demanded and dynamically developing branch of the
modern world economy.
It is not surprising that this kind of direction is
included in the promising areas that are under the
special attention of the state structures of Russia
after all, it is hospitality and the associated
development of the tourism cluster, exponentially
increasing financial and tourist flows, not only
contributes to the economic development of the
regions, being one of the drivers their further
improvement and long-term development, but also
can play an important role in the overall perception of
the image building of the state, both external as well
as domestic.
In general, a situation in which geo-branding,
branding of cities and territories, work on a positive
image of cities and regions (sometimes referred to as
"marketing of places", "urban marketing" and
"promotion of places" (Boisen et al., 2018), are
a 0000-0003-2474-797X
b 0000-0002-3773-437X
c 0000-0002-0320-0556
subordinated systematic development, phased
development, designed for long periods of time, with
the involvement of public and private financial
injections, venture investment resources and human,
geographic, environmental and resource capital of
developing regions is by no means new - this kind of
activity is carried out all over the world, starting in
Europe, with its rich tourism traditions, firmly
declared and regularly supported by information and
event infusions by well-formed geo-brands,
traditionally tourist regions, cultural, gastronomic,
sports, competitive and other "places of power", as
well as firmly established in the cultural
consciousness of the masses since the 19th century
familiarization voyage lines, and ending with the
rapidly developing cities of Asia, Africa, Latin
America, so loudly and large-scale declaring
themselves in the last decade (Kokosalakis et al.,
2006; Martinez, 2012; Maheshwari et al., 2011).
Konovalov, A., Galdin, E. and Orobinskaya, V.
Hospitality Industry, Geobranding and Sustainable Development of Resort Cities: Urban Aspects in the Stage of Active Development.
DOI: 10.5220/0010588902510255
In Proceedings of the International Scientific and Practical Conference on Sustainable Development of Regional Infrastructure (ISSDRI 2021), pages 251-255
ISBN: 978-989-758-519-7
2021 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
There is a sufficiently developed theoretical base
associated with this kind of activity - in particular,
views close to those described are formed and
promoted by one of the founders of the so-called
"radical geography", David Harvey, who in 1995 was
awarded the title of laureate of the Vautrin Lud Prize
(quite prestigious in professional communities a
prize, which is considered a kind of "Nobel Prize in
In his studies, D.Harvey naturally comes to the
conclusion that the peculiarities of urban
development depend not only on the economic, but
also on the political and economic class of the city,
region, country (Harvey, 2018), which is also
confirmed in the famous "Anholt hexagon" (Anholt,
2007) , which considers the forms of representation
of the territory (city, region – up to the state) , and in
a number of other studies (Dinney, 2011; Gontsa,
2017; Bronnikova and Alekseeva, 2018; Kidwell,
2018; Montgomery, 2019; Wade, 2018), and in how
the other components of geo-branding of territories
are articulated and interact with each other,
generating the same synergistic effect, the presence of
which can create not only “big names and big ideas”,
but also “big territories”, which, in turn undoubtedly
contributes to the economic prosperity of cities and
regions, being one of the key drivers of their further
prospective improvement and development.
In the external direction of the formation of a
positive image (of the city, region, federal district and
the state as a whole), this can be as the creation and
further development of a positive image of the city (in
our case, both of the “resort city” per se , and of
Pyatigorsk, and more broadly about the whole range
of resort cities of the Caucasian Mineral Waters, as a
special ecologically protected region, the flagship of
the tourism and hospitality industry in the entire
North Caucasian Federal District) .
The concept of a positive view of the city, first of
all, should include the creation, subsequent
development and development of all kinds of
additional channels of active urban (and regional)
communication - these can be a variety of incentive
actions, contests, thematic events that emotionally
involve the target audience in the sphere of the
representative conceptual field of the resort city.
Information should be delivered both by means and
capabilities of the federal, administrative resource,
and in the form of an informal information wave,
which, as a rule, has a greater impact than official
communication channels.
Active participation in promotions, contests,
events, etc. launches a self-organizing feedback
wave, competent and timely correction of fluctuations
of which can create a stable image of a modern,
fashionable, relevant, interesting and prestigious
vacation spot for an active category of citizens, which
will indirectly affect the passive part of the target
In the future, the so-called "printed" (official city
and regional) communication channels (various types
of media - newspapers, magazines, portals) can be
acupuncture applied to the created field, but only after
fixing the formation of a stable background of an
alternative or “unofficial” information wave.
In the internal direction of the formation of a
positive image of the city, work should be carried out
on a regular basis with the information field formed
by the population of the city, the building and
implementation of positive concepts and "mental
hashtags" that create a positive filling of the tension
of the conceptual semantic field, the development of
new common values and guidelines for the entire
population, creation of a system of public and
administrative assessment of the performance
assessment of each employed resident, regardless of
the field of activity.
The creation and development of fields of
operational positive information is also quite feasible
with the help of the method of architectural and
design amplification we are developing (Galdin,
2015), which is achieved in a number of ways,
including through the acupuncture integration of
“smart technologies” into the tissue of the city. For
more than a decade, this kind of practice has found its
successful solutions on the streets of many European
and North American cities – it is no longer a miracle
such complexes of street equipment that are able to
adapt not only to changes occurring with light filling,
pressure, humidity, wind speed, and other factors,
which can change cyclically during the day, but also
adapt to the environment, and even the behavior and
actions of passers-by - for example, the traffic lights
we mentioned and other devices that sound physical
objects for passing blind people or even processes
occurring nearby, self-adjusting street lights, self-
opening street benches and more.
Approximately the same technologies are used in
the newest intelligent PhilipsCityTouch control
system, interacting with the smart fabric of urban
infrastructure, which, for example, allows you to
remotely control the operation of street lighting,
down to each individual light source or in a system
format to monitor the energy status and, if necessary,
recharge city electric buses at stops.
Electrical alleys made of “tech trees” that generate
energy by mini-turbines built into artificial “leaves”
function and are controlled in a similar way, the
energy flows they create can be used to provide urban
open public spaces, including to support critical
ISSDRI 2021 - International Scientific and Practical Conference on Sustainable Development of Regional Infrastructure
warning and response technologies techniques in
emergency situations.
Strengthening the technological aspect of self-
representation of a resort city, as an urbanistic model
of the functioning of a modern system based on the
principles of sustainable development, by means of
architectural and design amplification to create a
successful geo-brand, perhaps not only due to modern
technical means, widely used in the West, but also
with the introduction of the system urban survey – a
system that allows you to track the nearest references
from the population from the introduction of the
latest sustainable technologies - from those described
above (which able to independently provide free
electricity from an ecological source to the
surrounding area) to for example, billboards that
purify the air and create drinking water, urban
gardens with public support, competitions in city
districts aimed on conscious consumption of
resources, eco-conscience, philosophy of conscious
sustainable consumption, etc.
Additionally, it is necessary to develop an
individualized methodology for analyzing the
psychological climate (city, region, federal district),
in order to verify the planned indicators on the main
aspects of the perception of the city's image with the
internal psychological background of citizens.
In our opinion, it is appropriate to use the research
materials of David Burking and Loew Martin (with a
team of authors), entitled “The Own Logic of Cities.
New approaches in urbanism” (Berking et al., 2019).
The approach proposed by the authors –is considering
cities from the point of view of their own logic – runs
counter to the well-established perception of cities as
a set of economic processes and their reflection in the
minds of citizens and the main target audience of
consumers (tourists, investors, developers, operators
and functionaries of international and state
development programs).
The authors of this study not only appropriately
appeal to the indicative radical experience of modern
African cities, with their own logic of development ,
overcame economic conditions, and reached a
completely different level of broadcasting and
perception of the "image of a city", but also consider
alternative ways of developing and correcting the
image in a number of European cities, including
through "reflections", as exemplified by cities such as
Berlin and Vienna, Frankfurt and Hamburg, Sheffield
and Manchester (Kidwell, 2018; Montgomery, 2019;
Wade, 2018).
In our opinion, this experience is quite applicable
to the situation with the region of the Caucasian
mineral waters - the cities that go to it may not
broadcast unstructured, discordant "waves of image",
but, having united, work for the cumulative effect of
the perception of the region, respectively, having
previously distributed the zones of attention to the
strengths of each specific city, location, organization
of events, etc.
At the same time, be aware that any approach was
developed as a result of the analysis of a number of
interdisciplinary research, the combined concept of
"private cities logic" that " offers an alternative to the
established tradition, consider the city mainly as a
mirror of social processes " (Berking et al., 2019),
following the logic of functioning , the form and
structure of the organization of the cities under
consideration , as well as the meaning that is capable
of being produced and translated in a similar way
(Kavtaradze, 2016).
Revealing, defining, and further work with “own
logic of cities” at the moment represents the most
modern and relevant approach, in which it becomes
possible to use the energies arising from the
comparative analysis of the expectations and
references of the target audience of resort cities (as
already described above - these are not only
individuals and the "tourist flow", but also
organizations, structures and apparatus of the
international and state level), which, in turn, make it
possible to deliberately and productively focus on the
originality and heterogeneity of individual cities in
order to "establish specific patterns related to the
differences of one city from another, relying on their
own “logic” of each of them ” (Berking et al., 2019).
These aspects are tightly linked with such a
concept, which is gaining popularity in Russia, as
geo-branding or branding of territories (Anholt, 2007;
Dinney, 2011; Gontsa, 2017; Bronnikova and
Alekseeva, 2018).
The concept of branding of territories implies a rather
specific type of branding, the sphere of influence of
which includes not only the representation of urban
reality by means of a standard brand-image package,
including such tools as the development,
implementation, distribution and popularization of
actual symbols, corporate identity of the city and
promotional materials with it. related advertising
campaigns in support of the displayed city products,
but also “shaping the image of a city or a group of
settlements for various contact groups both
domestically and abroad”, which “is a unique tool for
increasing competitiveness, creating uniqueness,
originality and originality, makes it possible to
increase competitiveness, attract tourists and
investment in settlements” (Bronnikova and
Alekseeva, 2018).
Hospitality Industry, Geobranding and Sustainable Development of Resort Cities: Urban Aspects in the Stage of Active Development
Geo-branding involves the creation of a single pool
of terrain opportunities a kind of combination of
products and services available on the branded
territory , which can form the basis of a
communication strategy for promoting the region of
the Caucasian Mineral Waters and the North
Caucasian Federal District as a whole – good for this
kind of strategy there are appropriate conditions
Caucasian Mineral Waters cities have a large reserve
of loyalty left by the population since Soviet times,
and significant competitive advantages over other
small resort towns of Russia, expressed in the
significant resort and recreational potential of
Caucasian Mineral Waters cities, as well as cultural
and historical heritage the cities were visited by
many significant cultural figures who left a large
number of documented positive memories, which not
only contributes to the formation of relevant positive
references, but also allows you to appeal to the
historical layer, which not every city in Russia can
boast of.
In addition, the very material base for the
promotion of the cities of the Caucasian Mineral
Waters, the architectural heritage, the common
cultural heritage, the factor of the aesthetic and
health-improving mix of nature and civilization,
allows cities such as Pyatigorsk, Essentuki,
Kislovodsk, Zheleznovodsk to claim the title of eco-
sustainable "cities of the future” (Brook, 2014) a
modern topical resort city with a developed
infrastructure, a powerful popular recreational base,
positive media content, a number of formed
communities (in various areas of the spheres of urban
It remains to bring into harmony such the most
representative in the sense of internal (and external)
perception of the phenomena of everyday culture
(Kapkan, 2016) , as the food code of the culture of the
region , to work out the structure and functions of
gastronomic culture, to develop a number of
protocols for the general trend of service and
hospitality, including travel service , which has
convincingly proven its effectiveness in most
countries of the world, to create new relevant public
places for informal meetings: cafes, libraries, public
spaces, as well as modern attractive and recognizable
city shops, markets, pharmacies, etc., where people at
any time convenient to them can easily and quickly
obtain the required goods and services, as well as its
mean free and easy to communicate, to share positive
emotions, useful information, travel advice and
household, etc.
It is these places of recreation, entertainment,
exchange of opinions, etc. that are the most important
part of the daily life of modern citizens (Glushchenko,
2015), they form the urban environment, and it is on
them, as a stronghold of social life, that the attention
of each individual consumer is focused, regardless of
his social function– whether it is just a consumer of
tourism services in the region, or a responsible
functionary who analyzes possible investments and
points of growth and development of cities in the
region of the Caucasian Mineral Waters and the North
Caucasian Federal District.
Boisen, M., Terlouw, K., Groote, P. and Couwenberg, O.
(2018). Reframing place promotion, place marketing,
and place branding-moving beyond conceptual
confusion. Cities, 80: 4–11.
Kokosalakis, C., Bagnall, G., Selby, M. and Burns, S.
(2006). Place image and urban regeneration in
Liverpool. Int. J. Consum. Stud., 30: 389–397.
Muсiz Martinez, N (2012). City marketing and place
branding: A critical review of practice and academic
research. J. Town City Manag., 2: 369–394.
Maheshwari, V., Vandewalle, I. and Bamber, D. (2011).
Place branding’s role in sustainable development. J.
Place Manag. Dev., 4: 198–213.
Harvey, D. (2018). Social Justice and the City. M.: New
literary review.
Anholt, S. (2007). Competitive Identity: The New Brand
Management for Nations, Cities and Regions. Palgrave
Macmillan, 160.
Dinney, K. (2011). Urban branding: theory and examples.
Palgrave Macmillan, 256.
Gontsa, A.V. (2017). The specificity of the territory as a
branding object. Branding as a communication
technology of the XXI century. Materials of the III All-
Russian scientific-practical conference, pages 81-85.
Bronnikova, E.M. and Alekseeva, K.A. (2018). Principles
of creating a territorial brand for a monotown. Business
and Design Review. 3(11): 6.
Kidwell, P. (2018). Psychology of the city. How to be
happy in a metropolis. M.: Mann, Ivanov and Ferber.
Montgomery, Ch. (2019). Happy city. How urban planning
is changing our lives. M.: Mann, Ivanov and Ferber.
Wade, G. (2018). Dream Cities: Urban Ideas That Shaped
the World. M.: Eksmo.
Galdin, E.V. (2015). Modern resort city: the practice of
architectural and design amplifications. Modern
science and innovations, 1(9): 89-95.
Berking, H., Loew, M. et al. (2019). Own logic of cities.
New approaches in urbanism. M.: New literary review,
3rd edition.
ISSDRI 2021 - International Scientific and Practical Conference on Sustainable Development of Regional Infrastructure
Kavtaradze, S. (2016). Anatomy of architecture. Seven
books about logic, form and meaning. M.: Ed. House of
the Higher School of Economics, 2nd edition.
Brook, D. (2014). History of cities of the future. M.: Strelka
Kapkan, M.V. (2016). The culture of everyday life. Ural
Federal University.
Glushchenko, I.V. (2015). Public catering. Mikoyan and
Soviet cuisine. Higher School of Economics. M.: Ed.
House of the Higher School of Economics, 2nd edition.
Hospitality Industry, Geobranding and Sustainable Development of Resort Cities: Urban Aspects in the Stage of Active Development