The brand of territory and medical tourism: interrelation and conditionality

The article examines the issues of formation and management of regional brands in the context of medical tourism. The growing importance of medical tourism in contemporary social relations continues to attract sustained scholarly interest. The authors analyze this sector both internationally and within Russia. The development of medical tourism depends on a range of factors, including the branding of the destination itself. Accordingly, the main objective of the article is to identify and assess the interrelation between the following parameters: the regional brand, tourism, the presence of medical clusters within a specific destination, and the social and economic outcomes of their interaction. The conclusion outlines several promising directions for the improvement of medical tourism, as proposed by the authors.