Local and Glocal: The specifics of the formation and development of tourism brands of industrial locations

Industrial cities and monotowns can be more effectively promoted as tourist attractions through the development of a unifying 'glocal' brand that balances local identity with global significance. This approach, demonstrated using Verla Groundwood and Board Millchallenges negative stereotypes about industrial regions while enhancing their inclusion in tourism routes. The research highlights the potential of integrated branding strategies to boost the tourist appeal of industrial locations, supported by examples of diverse forms of industrial tourism.

Bugrova, E. (2023). Local and Glocal: The specifics of the formation and development of tourism brands of industrial locations. E3S Web of Conferences, 435, 3002. https://doi.org/10.1051/e3sconf/202343503002