The specifics of using the social network TikTok as a tool for forming the image of the territory of Primorsky region

• Gomilevskaya G.A.

  G. A. Gomilevskaya. Vladivostok State University of Economics and Service. Vladivostok. Russia

• A. R. Korostyleva

  A. R. Korostyleva. Vladivostok State University of Economics and Service.Vladivostok. Russia

The article explores the process of forming the image of the Primorsky territory through the use of social networks, including the TikTok platform. The purpose of the work is to develop a strategy for the formation of the region's image using the “Visit Primorye” account on the
TikTok platform. Methodical main work is methods of comparison and synthesis, classification of collected data. From information sources were used statistical data, textbooks, conference materials, articles and data from the Internet, including the official sites of the Federal
Agency for Tourism and the World Tourism Organization. The concept, essence, technologies of creating an image of the territory have been investigated; the peculiarities of using social networks as a tool for forming an image have been revealed; analyzed the tourist
image of the territory of the Russian Federation; the concept of forming and maintaining the image of Primorsky region using the social network TikTok was developed; the development trends of the area branding industry have been identified. The scientific novelty of the research
lies in the development of the author's model of the formation of the image of the territory of the Primorsky territory through the social network TikTok. The practical part of the work consists in researching the peculiarities of the development of the territorial branding
industry, developing the concept of forming and maintaining the image of Primorsky region using the TikTok social network and the program for working on developing the official account of Primorsky region in TikTok “Visit.Primorye”.

Keywords: tourist image, image of the territory, social networks, geo-branding, positioning
of the tourist territory.