The concept of "ecological self-awareness" is an integral part of ecological tourism. Ecological tourism is considered in a broad and a narrow aspects. In a broad aspect ecotourism is a market capitalization of the environmental benefits of some regions and the whole country. The Purpose of the research is to detect the influence of ecological self-awareness on the development of ecological tourism. For the first time, from the individual-centered, humanistic, holistic standpoint, the category of ecological self-awareness is defined as complex mental phenomenon, which integrates cognitive, emotional, value and behavioral components, which enhance the attitude of individuals towards ecotourism. The data were collected from the experimental and the control groups by calculating the empirical parameter value. The scale of ranks were used to measure the results. The results show positive changes in ecological self-awareness in the experimental group. The dynamics of the changes in the experimental group is much higher than in the control group. This fact let us assert that the applied formation technology has its effectiveness. The ecological self-awareness is directly related to ecological education and influences the development of ecotourism.
1272and self-identification. The brand name is determined by the name of the Baikal territory. The marketing strategy of attractiveness as the optimal strategy for the development of the region was determined, since its prerequisites were originally set by the history and favorable geographical position of Lake Baikal.It is important to develop a platform for the brand of the territory and to develop a creative brand concept in the process of branding the Baikal territory.
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