Local cultural and historical brands of the subjects of the Russian Federation as a factor in domestic tourism development

The development of domestic tourism in Russia today is one of the urgent tasks for the Russian economy. A key factor influencing tourism is cultural and cultural-historical branding. A systematic attitude towards both the development of the cultural brand itself and its inclusion in the regional Tourism Development Concept contributes to the formation of tourist attractiveness and recognition of a particular region on the scale of Russia. The purpose of the article is to analyze cultural and historical brands in terms of their prospects for inclusion in the tourism industry. To achieve this goal, the authors set themselves the following tasks: 1) determining the structure of the database being formed containing information about local brands of a historical and cultural nature; 2) identifying types of local cultural brands; 3) assessment of the prospects of local brands as a factor in the development of domestic tourism. The research method is a statistical analysis of a specially formed database using manual web scraping. This article is based on a study conducted by the authors in 2022–2023. Local cultural and historical-cultural brands of Russian regions were identified, their characteristics were given, and prospects for the development of domestic tourism were determined. As a result, conclusions were obtained that will help local authorities adjust their policies in terms of the development of domestic tourism. The study showed that it is necessary to study local cultural and cultural-historical brands both at the local and national levels.