Industrial Tourism in the Old Industrial Regions Promotion

The article considers the interplay between industrial tourism and the promotion and regeneration of old industrial regions. Methodologically, the research is based on the concepts of place marketing, regional development and industrial tourism and uses comparative and analytical methods. The article develops further insights into the role and functions of industrial tourism. The case of Sverdlovsk oblast as a traditional old industrial region is taken to exemplify possible venues for the development of industrial tourism and its effects with respect to the marketing of the region. The article also discusses the role of large events for regional marketing, including key events taking place in Sverdlovsk oblast and their implications for the promotion of the region as a territory of industrial tourism. The formation of a consistent image of the region is argued to depend on coordinated actions of key stakeholders. The article's findings may be used for the development of marketing and branding concepts for Sverdlovsk oblast based on its potential as an old industrial region.