Subject When choosing an accommodation facility, visitors of a country, region, city interface with names of hotels. This contributes to the image of a destination place. If the image conveys the identity of the place (cultural, natural, etc.), this promotes it globally, thus protecting national interests. However, it is important for hotels to provide high quality services, if their names reflect the destination identity. Objectives The research examines the guiding principle for naming hotels, quality of hotel services and ensuring national interests, illustrating the case of the Primorsky Krai and Stavropol Krai. Methods The research is based on a cross-disciplinary approach and linguistic analysis tools. As a whole, we reconcile names of hotels and quality of their services. Results This article is the first to classify names of hotels in the Primorsky Krai and Stavropol Krai. Both regions were found to have few hotels whose names reflect the identity of the destination. Furthermore, the quality of services in such hotels are rather mediocre, being often below average standard in the region. Conclusions and Relevance In the Primorsky Krai and Stavropol Krai, hotels are named without any common idea, thus affecting the market positioning of the local hospitality sector and national interests. In hotels with the destination-oriented naming, the quality of services is not very much different from other lodging facilities or even worse. The Russian regions should undertake measures to offer a common idea of hotel names and improve the quality of services in those hotels which have nationally meaningful names.
Keywords: branding, collective accommodation facilities, marketing, destination image, hotel industry governance
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