The asymmetry of tourist images for the international cross border three- membered region of the eastern borders junction of Russia, Mongolia and China

  • K.S. Kozyreva
  • A.N. Novikov
  • M.S. Novikova
Keywords: tourism, tourist brand, Chita region, Mongolia, tourist and recreational activities


The relevance of this study is due to the existence of geographical differences at the junctions of the state borders of three countries, which are manifested by structural, legal, mental asymmetry and asymmetry of geographicalal images, networks in the national segments of the Internet. The geographicalal images are created and promoted in the global information web space, the main barrier in promoting them is a language barrier, since most of the information is produced in state languages. Neighboring countries often translate information into English, rather than in the languages of bordering countries. This fact gives rise to the asymmetry of geographicalal images for the joint borders of Russia, Mongolia and China. In this regard, this article is aimed at identifying or disclosing the information asymmetry of geographicalal images.The leading method of researching this issue is a content analysis of the positions of geographicalal images (geographicalal symbols of their components) in the national information space and the information space of bordering countries. The implementation of this method ensures the study of abstract tourist images in the Internet. Content analysis through the interrelation of textual and non-textual phenomena allows us to assess the territory image in quantitative values.

This method allows to consider and reveal comprehensively the shortcomings of images promotion strategy, which is called “positioning” in Marketing. In the work "positioning" refers to the method of position identifying. Under the leadership of the Russian Geographicalal Society, a several number of competitions were held in Russia in order to identify the hierarchy of geographicalal symbols that form the images of territories. The country clearly defined the list of geographicalal images for international (including transboundary) positioning.

The article reveals a cross-border information asymmetry at the eastern junction of the borders of Russia, Mongolia and China as a problem of weak positions for the geographicalal images in the language web segments of neighboring countries, which impedes the development of cross-border tourism and low investment attractiveness of cross-border regions.

Keywords: tourism, tourist brand, Chita region, Mongolia, tourist and recreational activities


Journal Identifiers

eISSN: 1112-9867