The article considers the Yakut cold as a brand that forms a certain public image of a tourist destination, especially for inbound tourism. Currently, the republic possesses all the necessary prerequisites for the effective development of both inbound and domestic tourism. “The Yakut Cold” brand is an integration (unity) of images and associations, that appear as an emotional response to the word “Yakutia”. Formation of an attractive public image requires an integrative approach, including the creation of information services for tourists. The article contains an analysis of the interests and knowledge of foreigners about the Republic of Sakha (Yakutia) as potential visitors, which made it necessary to study the Yakut cold as an attractive brand of the region. The authors of the article consider that the ongoing work to create a textbook in German, with the consideration of the national culture peculiarities and the unique ways of survival in extreme conditions, will contribute to the formation of the “Yakut cold” as an interesting brand of a particular destination.
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