A branded tourist route: The case of Shikoku Henro in Japan

The article is dedicated to the world brand route Shikoku Henro to identify successful elements of conceptualizing the tourist space. The study of approaches to the creation of thematic routes of different levels – global, international, national and regional, shows the lack of a unify terminological apparatus, approaches to definitions, and criteria of success. Building the system of national routes in Russia requires a special approach to the conceptualization of existing and new products, which is possible through the study of successful practices of such world-class routes. The article studies the key principles of conceptualizing tourist space of Shikoku Henro pilgrimage route. The authors identify the main tools of conceptualization, which immerse the visitor as much as possible in the subject of the route and form a special tourist experience. This study should become the basis for further research in the field of successful practices of global conceptual spaces and the elaboration of a brand route model.