The image of Moscow as an educational destination for Vietnamese tourists: research approaches, problems and prospects

Educational tourism today is quite a popular segment. It attracts a tourist flow to a country or region, and at the same time, solves socio-economic issues related to human resources. Moreover, the steady flow of educational tourists between individual countries helps to establish close and friendly geopolitical relationships. Therefore, friendly relations between Vietnam and the Russian Federation, make the issues of the Russian educational destinations’ image of particular relevance. The article is aimed at studding the existing image of Moscow as an educational destination in the tourist market of Vietnam, as well as the factors influencing its formation. The work studies and systematizes approaches to the definition of "destination image" based on foreign scientific publications. A survey of Vietnamese citizens who would like to visit Moscow for educational purposes made it possible to identify problems and prospects for the image of this educational destination. The research results allowed developing a strategy to promote Moscow as an educational destination in the Vietnamese tourism market.