The tourism sector is now developing everywhere. And Russia is no exception. Like everyone else, it has its advantages and disadvantages regarding this direction. Let's try to analyze the position of Russia in the international tourism market.
In the ranking of tourist attractiveness, calculated according to the methodology of the World Economic Forum, Russia in 2007 took 68th place, but then it rose up and in 2011 reached 59th position in the rating. These data may indicate two important features of the current state of tourism in Russia. On the one hand, the place of the Russian Federation in the ranking is not high enough, which is an indicator of a poorly developed tourism infrastructure. On the other hand, progress is visible, the growth of Russia's position, which indicates development, the tourism industry is moving forward.
Among the features of Russia, one can single out the specifics of the provision of tourist services. It is worth paying attention to the fact that the leading tour operators are redistributed in one or another direction of tourist trips. Separate the travel agency and tour operator segments of the market. Moreover, in the tour operator segment there is a pronounced oligopolistic competition: in any of the directions there are 5-10 large tour operators that have captured approximately 90% of the entire market segment. There is perfect competition in the travel agency segment, which significantly reduces barriers to entry.
The Institute of Economic Strategies compiled a list of leading companies in the tourism market in 2008. The first places are occupied by: the Intourist group of companies, Neva, Natalie Tours, Tez Tour, Coral Travel, Inna Tour, Capital Tour, Pac Group. However, even among the leading companies, things are not always going well. For example, the situation with the Tez Tour company is known, which violated the Federal Law “On Competition” and aired a video with the slogan “Tour Operator No. 1” on Channel One, which led to an administrative case filed against the FAS travel agency.
In order to characterize the place and role of tourism in the Russian Federation, it is necessary to analyze a number of indicators. For example, the total contribution of tourism to Russia's GDP is 5.9%. This figure is less than the world average, but by 2012 growth is expected to be 4.6%. In 2011, the number of people employed in the tourism sector was 5.5% of total employment, and according to the forecast for 2022 it will be 5.9%. As we can see, the share of tourism in these indicators is not very large, but there are upward trends.
The next thing that deserves attention is the inbound and outbound trips of citizens for purposes.
Table 8 - Entry into the Russian Federation and departure of citizens from the Russian Federation, thousand
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Number of trips of foreign citizens to the Russian Federation |
Number of trips of Russian citizens abroad |
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Including by goals: |
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official |
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service staff |
Let's analyze the structure of the table. It can be concluded from it that the total number of trips from Russia and to Russia is growing. However, the number of trips of Russian citizens abroad exceeded the number of trips of foreign citizens to Russia by more than three times in 2011. This cannot be called a positive trend, since, based on the structure of the table, it is obvious that inbound tourism is very poorly developed. Over the past ten years, the number of visiting foreign citizens has increased by 24%, while the number of trips of Russian citizens abroad has increased by 198%. Undoubtedly, the difference is very important. Moreover, based on the data in the table, there is a prospect of maintaining this trend.
If we consider trips by purpose, then people come to Russia mainly for official purposes, followed by private trips and tourism, which occupy approximately the same positions. Russian tourists go abroad for the most part for the purpose of tourism or these are private trips. Therefore, we can say that at this stage Russia is a country unattractive for inbound tourism. In percentage terms, for the purpose of tourism over the past ten years, the increase in trips to our country was only 0.6%. And the increase in the number of trips from the Russian Federation for the same purpose amounted to 230%. These figures reflect immediately main problem RF - little attraction in terms of international tourism. On the other hand, Russian citizens are active consumers of international travel services, which has already been discussed in Table 5.
It is also worth considering where Russian citizens are mainly sent for the purpose of tourism, which destinations are most popular with them.
Table 9 - Number of trips of Russian citizens abroad for the purpose of tourism in 2011, thousand
It can be seen that most of the directions are associated with countries with a warm climate that have access to the sea. This suggests that Russians prefer traditional beach tourism more. And again, one cannot fail to note the global trend in the interest of developing countries in terms of providing tourism services. Russia is no exception. The first three countries in popularity among Russian tourists are Turkey, China and Egypt, and Thailand occupies the sixth position.
If you look at information about which countries tourists come to Russia from, then the situation will be radically different.
Table 10 - Number of trips of foreign citizens to Russia for the purpose of tourism in 2011, thousand
It is immediately noticeable that the numbers here are much more modest than in the previous table. At the same time, the countries where Russian citizens go do not coincide with those from where foreign tourists come to us. Mostly people come to Russia for the purpose of tourism from Europe. In addition, 2nd and 3rd positions are occupied by China and the United States.
It can be assumed that this is due to the relatively high costs of tourist holidays in Russia, the poor development of tourist programs and routes, and poor adaptation to receiving foreign tourists.
With regard to tourism receipts and expenditures of Russian citizens on tourism services, the situation described above is repeated here. In 2011, Russia ranked 24th in the world in terms of tourism receipts, with an increase of 29.1% compared to the previous year. And in terms of spending on tourism services, Russia is among the top ten world leaders, its spending in comparison with 2010 in 2011 even increased. As a result, in 2011 Russia ranked 7th in the world in terms of spending, and growth is also observed. The increase compared to 2010 was about 22.1%.
Thus, we can say that tourism in Russia is developing, but this development is one-sided. Russian travel agencies and tour operators are mainly focused on outbound tourism, while inbound tourism is extremely poorly developed. This is also confirmed by WTO statistics, which include Russia among the largest importers of tourism services. Its share in 2011 was 3.4%, for comparison, the share of the USA is 9.1%, China - 7.6%, Canada - 3.5%.
However, Russia also has a potential that can contribute to the development of tourism activities in terms of inbound tourism. This and unique nature, climate, historical and cultural monuments, rich historical past, vast territory suitable for active recreation. But again, all this comes up against difficultly eliminated problems of Russian realities, which will be discussed later. Moreover, judging by the above statistics, the Russians themselves find the tourism services provided by our country as services of insufficient quality and actively use the opportunities provided by outbound tourism. Therefore, it is advisable to consider the main problems, risks and threats for the Russian tourism market, as well as to identify promising areas for its development.
Tourism is rightfully a highly profitable and dynamically developing sector of the state economy. Being a source of foreign currency inflow into the country, it affects the balance of payments of the state, and international tourism also affects the cultural and social sphere.
Speaking about tourism as one of the most important sectors of the economy, the following official data should be cited: according to the expert assessment of the UNWTO and the Federal Tourism Agency in Russia, the share of tourism in GDP is 2%. Already in the first half of 2013, it can be seen that the entry of foreign citizens into Russia increased by 11% compared to the figures for 2012 (13,154,723 people in 2012 and 14,651,487 in 2013). Most of all came citizens of Ukraine (3,252,239 people), Uzbekistan (1,716,362 people) and Kazakhstan (1,708,500 people). But directly for the purpose of tourism, in the first half of 2013, 1,049,487 thousand people arrived in Russia. During the same period in 2012, 993,383 tourists were noted, an increase of 6% is visible. For the purpose of tourism, most often residents of Germany (142,731 people), China (129,846 thousand) and the USA (67,576 thousand) come to us.
Interest in the development of tourism is growing every year in many countries, and Russia is no exception. Unfortunately, tourism in Russia is not as developed as, for example, tourism in the Czech Republic, Bulgaria, France, Egypt, Thailand and a number of other countries.
So what's the deal? After analyzing the official data of Rosstat on the entry of Russian citizens into non-CIS countries using the example of some countries, a number of conclusions can be drawn. Let's take such countries as Poland, the Czech Republic and Germany for consideration. At the beginning of the 2000s, outbound tourism in Russia was only gaining momentum and people mastered various modes of transportation: railways, autobahns, air travel. As can be seen from Rosstat data in the year 2000, there were 1,075,000 trips to Poland, 90,000 to the Czech Republic, and 450,000 trips to Germany. This was due to the fact that it was much easier for Russian citizens to obtain a visa to Poland than to Germany or the Czech Republic, it should also be noted that Poland is the closest, that is, you can get to it not only with the help of air travel or rail services, but and by car. In 2003, the autobahn between Poland and Germany began to be built, and excursion bureaus were gaining momentum, various excursion programs were invented in Germany, such as “excursions to Bonn and Dusseldorf”, “excursions to Ghent and Bruges”, which again led to an increase tourists, it increased by 56% compared to 2000. By 2004, the growth of tourists increased again, but this time at the expense of the development of the hotel sector in the largest cities in Germany. And if in 2003 790 thousand trips were made, then in 2004 it increased by 35 thousand!
Based on the foregoing, we can conclude that tourists are the most sensitive and demanding in terms of comfort. Comfortable conditions should be not only in accommodation, that is, in a hotel, but it is also necessary to take into account such important factors as: developed transport infrastructure, the presence of a professional guide who could choose the best offer that would meet all the preferences of the tourist.
On the example of Germany, the Czech Republic in 2004 and 2005 developed a number of excursion programs around the country with various types of tourism (excursion, gastronomic, medical, etc.) and after a number of marketing transformations, Prague became the most mystical city, and Karlovy Vary began to take a leading position in the field treatment. And as can be seen from the statistics of Rosstat, the flow of tourists increased by 45% compared to 2000.
It is important to indicate the state of Poland, after 2003, the flow of tourists arriving directly in this country for the purpose of tourism began to fall sharply, by 2004 the flow of tourists had decreased by 52%. Naturally, the reason for this fall was the lack of interest of tourists in Poland. The country did not develop its infrastructure in any way, in particular the hotel sector, and there was also no development of attractions. And by 2005 to the present, Poland is more of a transit territory than a developed tourism sector.
Until recently, Russia's participation in international tourism has remained almost imperceptible against the background of countries with a developed industry. Foreign countries have developed and are implementing specific proposals aimed at improving tourism. It is important for Russia to take measures to develop a marketing program: this country, having unique places and traditions, both in terms of geography and culture, could specialize in religious, sports, hiking, equestrian, river, cultural, health and pilgrimage tourism.
Today, Russia is actively developing the hotel sector, transport, excursion and sanatorium and medical infrastructure. But speaking about the prospects for tourism in Russia, it must be said that the main factor for development is the further holding of mass international events. The Winter Olympics in 2014, the World Cup in 2018, the Winter Universiade 2019 in Krasnoyarsk - these events will increase interest and increase the flow of foreign tourists to our country. According to the UNWTO expert assessment, the number of inbound tourist flows to Russia by 2020 should be about 47 million people. foreign country development tourism
So, tourism is one of the most promising and profitable sectors of the economy, the potential of which in Russia is not fully realized. In order to achieve a positive balance between inbound and outbound tourism, it is necessary to stimulate the development of domestic tourism, so that the citizens of our country seek to visit and recognize domestic sights and tourist centers, and not only set the initial goal of traveling abroad;
Possessing many tourist resources, having a decent and interesting story, our country is able to attract a large number of tourists from all over the world. And it is worth noting that the dynamics of the development of the tourist market in Russia indicates a trend towards an increase in the number of tourists, foreign tourists in particular.
INTRODUCTION
V modern world competition is a constant attribute of the global environment in which individual cities function and develop. The level of their competitiveness is determined either by a more efficient use of the resources that they managed to attract, or by the presence of unique resources that together form an attractive offer of the country, region, city for the population and business. In connection with the strengthening and intensification of competition between individual cities, it becomes relevant to construct a city brand, develop and implement a strategy for its promotion to the epicenter of the global information space.
Promoting the development of the tourism sector in small towns should be considered as a tool for increasing the level of employment of the population, reducing labor migration, incl. youth, strengthening business activity, improving the financial performance of enterprises, the formation of a positive tourist image. In order to promote the development of tourism in small towns, it is necessary to actively stimulate entrepreneurial initiative, create a favorable investment and entrepreneurial climate, attract entrepreneurs to create tourist information centers, and form a tourism marketing strategy.
A kind of super-task of city marketing is the effective use of existing, as well as the creation of new advantages to attract economic agents to the city that can improve the well-being of city residents.
Tourism in the modern world is one of the most massive, profitable and rapidly developing sectors of the world economy. For the development of small towns with a valuable historical and cultural heritage, it can and should become one of the priority areas. In Belarus, according to the results of research and design work carried out by various authors, over 30 small urban settlements are considered as promising centers of tourism.
In small urban settlements of Belarus, a large number of historical and cultural values have been preserved. However, many of them are destroyed, are in poor technical condition. Therefore, the issues of preservation and restoration of historical and cultural monuments, as well as the promotion of small towns are especially relevant and require immediate solutions.
For the effective promotion of small towns in Belarus, experience and good examples of the promotion of small towns in other countries, for example, in Western Europe, are needed.
1.1Tourist routes in Germany
Germany has everything to make your stay pleasant: hotels for every taste, many shops, cozy cafes and restaurants, public transport (whose reliability is known all over the world), as well as local hospitality, which has raised the quality of tourist service to a very high level. In Germany, you can relax in a variety of ways, and you can also follow the most popular tourist routes.
The German Romantic Road is the oldest and most famous tourist route in Germany. With a length of 350 km from Franconia to Tyrol, it offers relaxation and travel rich in various experiences.
During the trip, tourists get acquainted with the history of Bavaria and the 2000-year-old culture of this land. For example, natural attractions formed from the fall of meteorites millions of years ago, or the Roman road "Via Claudia Augusta", which in the 15th century BC. ran from Northern Italy through the Alps. Already the amazing nature of the south of Germany is a sight of interest: mountains covered with vineyards in Franconia, picturesque woodlands along the Danube, the cleanest Forggensee lake at the foot of the Alps. In the north of the "Romantic Road" near Würzburg there is a monument to Balthasar Neumann, and in the south at the foot of the famous Neuschwanstein Castle - the Bavarian fairy-tale king Ludwig 2.
In addition to historical monuments, tourists have the opportunity to appreciate German cuisine, wide range of recreational offers, accommodation and organization of cultural events.
The German Romantic Road route covers the following cities: Munich - Neuschwanstein and Hohenschwangau castles - Füssen - Schongau - Landsberg am Lech - Augsburg - Nördlingen - Wallerstein - Dinkelsbühl - Rothenburg ob der Tauber - Bad Mergentheim - Lauda Königshofen - Würzburg - Bamberg - Nuremberg.
As a rule, German travel agencies offer a route in the warm season (March-September), lasting 8 days / 7 nights.
| Tour program | |
| 1 day | Flight to Munich. Transfer to the hotel and accommodation (in case of early arrival, a sightseeing tour is possible on the 1st day). |
| 2 day | Sightseeing bus and walking tour of Munich. Free time in the city. |
| 3 day | Trip to the Bavarian Alps. The beginning of the journey along the German Romantic Road. Visiting Neuschwanstein and Hohenschwangau castles. Moving to Füssen. Inspection of one of the ancient Bavarian cities with a perfectly preserved center. Accommodation in a hotel in Füssen. |
| Day 4 | Visit to the famous pilgrimage church Wieskirche, included in the UNESCO world cultural heritage list. Moving to Schongau, a city with a rich history, which was for a long time seat of the Wittelsbach dynasty in the Alps. Moving to Landsberg am Lech. The city was founded by Duke Henry the Lion. Moving to Augsburg, a city with 2000 years of history. Sightseeing tour and free time in the city. Moving to Nördlingen, which arose at the site of a meteorite fall, a free imperial city known in the Middle Ages, a center of trade and handicrafts. Hotel accommodation. |
| Day 5 | Sightseeing tour of Nördling. Moving to Wallerstein, which is the residence of the princes of Oettingen-Wallerstein, who currently live in the castle. Inspection of the famous plague column. Transfer to the imperial city of Dinkelsbühl. Acquaintance with the city. Moving to Rothenburg ob der Tauber. The city is home to the world-famous Christmas Museum and Europe's largest forensic museum. Sightseeing tour of the city (the most famous of all small towns in Germany). Hotel accommodation. |
| Day 6 | Moving to the old town of Bad Mergentheim. Sightseeing tour of the city - the former residence of the Grand and German Masters of the Teutonic Order. Moving to Würzburg (treasury of world architectural monuments cultures included in the UNESCO World Cultural Heritage List). City tour. Moving to Bamberg - one of the oldest cities in Germany. Accommodation in a hotel in Bamberg/Würzburg. |
| Day 7 | Moving to Nuremberg. Sightseeing tour of Nuremberg. Free time. Moving to Munich. Hotel accommodation. |
| Day 8 | Airport transfer. Flight to Moscow. |
Tour cost per person in euro
Thus, it can be seen that this route includes more than a dozen small German cities, famous for both historical and cultural monuments and natural landscapes, and has gained wide popularity and popularity due to their combination into one. This route is widely presented on the websites of Germany, in printed editions of the book stalls of the country.
The joint German-Czech route "Castle Road" allows tourists to get acquainted with the common history of these two countries through the example of castles. The "Castle Road" is the only route that runs from east to west. It starts in Mannheim and ends in Prague. The length of the route is 460 km. There are about 70 castles and palaces along the route. The value of this route is not only in the monuments of antiquity. It passes through such international tourist centers as Heidelberg, Rotenburg, Nuremberg, Bayreuth, then, already in the Czech Republic: Karlovy Vary, Marianske Lazne and Prague.
Heidelberg has the largest wine barrel in the world (its capacity is 223 liters). Here, tourists visit the oldest university in Germany, and the city of Heidelberg itself was once called the “student principality”.
The undoubted attraction of Rothenburg is the unique shop-museum of Christmas decorations, open all year round.
In addition to castles and palaces, this route offers a lot of interesting things: city monuments of medieval architecture, ancient churches, more than 100 museums, handmade souvenirs, visiting exhibitions.
Thus, it can be seen that a similar route can be promoted in Belarus, where there are a large number of castles and monuments of medieval architecture in small towns. For its successful functioning, it is necessary to adopt from Germany such a “zest” as a stop in one of the castles, with national cuisine and a luxurious overnight stay, surrounded by antique furniture, paintings and weapons.
The attractiveness of a city can be determined by traditional events: holidays, festivals and other events that make the city unique.
Forming associations with famous historical characters is a powerful way to attract tourists. Tourists from all over the world come to these cities to understand what inspired the artists, to see the nature for their works, to feel the atmosphere in which the masters lived and worked.
The route "Road of fairy tales" is a path through a delightfully beautiful area, where in old times favorite heroes of children's fairy tales lived.
The route runs from south to north, from Frankfurt am Main to Bremen. It passes through such interesting cities as Alsfeld. In this city, the houses are so beautiful and original that they resemble the pages of children's fairy tales. On Russian sites they are called "gingerbread". The city hosts a traditional festival, which culminates in a costumed procession through the narrow medieval streets and squares. Here the heroes of fairy tales walk the streets, fairies and elves fly, and the locals dress in traditional folk costumes. The city has a large number of monuments to fairy-tale heroes, the House of Fairy Tales and the Museum of Fairy Tales.
The city of Schwalmstadt is the "capital" of the fairy-tale heroine - Little Red Riding Hood. The city has several museums, a theater and hundreds of well-preserved half-timbered buildings in the old centre. Schwalmstadt also holds its own festival, when heroes of favorite fairy tales walk through the streets and Little Red Riding Hood meets tourists at every corner.
In Kassel, the capital of the Fairy Tale Road, the brothers Jacob and Wilhelm Grimm began to collect the folk tales and legends that made them famous. It is here that the Brothers Grimm Museum, founded in 1959, is located. There are also romantic artificial ruins of the Neo-Gothic knightly fortress of Löwenburg.
In general, the route resembles frames from a Disney cartoon, strikes with its colorfulness and originality, and makes tourists come back again and again.
Historical or modern parks, other natural landscapes with favorable conditions - natural and artificial reservoirs, forests, green spaces can be used as places of recreation for tourists.
The romantic banks of the Rhine, Moselle, Ara and Saar in the lands of Rhineland-Palatinate and Saarland completely cover vineyards, forming the so-called "Weinstrasse" (winemaking road).
The special microclimate of this area and an average of five hours of sunshine a day make it possible to grow grapes here.
The Weinstraße descends from Bockheim to the south and ends in Schweigen. Route length: 100 km. An unforgettable experience leaves the valley of the Moselle River. The most interesting part of it is the winding 200-kilometer section between the ancient Trier, founded 2000 years ago, and Koblenz, located where the Moselle flows into the Rhine.
About a hundred villages are located on the Weinstrasse. More than 200 festivals and festivities are held here throughout the year, dedicated to the main drink of this region. Along the "Weinstrasse" there are more than ten ancient castles and palaces.
There are especially many guests here during the grape harvest season.
Thus, this route is aimed at a certain segment of tourists who want to visit the “most outback” of Germany, take part in local celebrations and celebrations, learn how to make homemade grape wine and taste it. This route will always be in demand, because not every country has thirteen wine regions!
Tourist route “German toy road. Journey to childhood"
Through the picturesque cities and plateaus of Franconia and Thuringia, a 300-kilometer tourist route runs, leading straight to childhood. Here you can see a wide variety of toys - in workshops and at sales exhibitions, in museums and recreation parks.
The city of Nuremberg annually hosts the International Toy Fair. The Coburger Land region is a "toy duchy" where you can visit unique Museum dolls. One of the most interesting points of the route is the city of Sonneberg - the former "Toy Capital of the World". It houses the German Toy Museum, the Nautiland Aquarium and the Raceway race track. The resort of Lauscha is famous for its glass Christmas decorations, small glass balls for children's games, as well as glass art. In the town of Trusetal there is a mine-museum "Hün", where the original Railway is an interesting attraction.
Thus, this route is dedicated to one topic, provides tourists with the opportunity to plunge into childhood, purchase souvenirs and get acquainted with small towns in Germany and their sights.
The advantage of such combined tours consists in the fact that individually each city is not of great interest to tourists, and is not particularly popular; but, thanks to the creation of such thematic routes as "Road of castles", "Road of winemaking", etc., which cover several small cities at once, the demand for such routes is increasing, the flow of tourists is increasing, which brings additional income to these cities. They do not go unnoticed, but annually acquire new and new tourists.
1.2 Tourist routes in Poland
Festivals in small towns in Poland
The attractiveness of a city can also be shaped and promoted through the organization of certain activities and events. A successfully organized event that goes beyond the scale of the city can create a strong brand of the city. There should be a certain tradition of organizing mass events - holidays, festivals, conferences, exhibitions with international resonance, which annually remind of the uniqueness of this city and serve to maintain, strengthen and develop its niche in the international market.
Organ music festivals enjoy great success in Poland. In many churches there are ancient and great-sounding organs. The concerts at the summer International Organ Festival in Cathedral in Gdansk, for over 30 years. The repertoire of the festival includes both classical works and works by contemporary authors.
Traditional events such as song festivals and film festivals are held every year from June to September and attract many tourists.
Music festivals of international importance have become the cultural hallmark of Wroclaw. The most famous is "Wratislawia Cantans". The international festival in 2002 has grown to a cycle of concerts, ballet performances, film screenings and exhibitions taking place throughout the year. On them you can listen to Gregorian choirs, classical music and avant-garde, all performed by famous orchestras, choirs, ensembles and soloists.
Also in Wroclaw are held: the Festival "Jazz over the Odra", the Days of Music of the Old Masters, the Actor's Song Festival, the International Jazz Days of the Dead, the Wroclaw Meetings of the Theaters of One Actor and Small Theater Forms, the International Festival of Dialogue Wroclaw.
About a dozen trade fairs and exhibitions are held in Poznań every year, the largest of which is the International Technical Fair in June and the Consumer Goods Fair in October. The city of Poznań is also known for its contemporary music festival, which takes place in March.
Torun hosts Folklore Festivals in May and Classical Music Festivals in September.
Knight Tournaments
Tourist routes in Poland are defined in such a way that, in addition to communicating with nature, one can see historical and cultural monuments: medieval castles, baroque palaces, residences of magnates, temples, sacred objects - evidence of the development of various religions and traditions, museums under open sky, as well as mysterious structures created before our era.
In the north of the country, castles have been preserved, which in the XIII and XIV centuries. built by the crusaders. The most famous is the fortress in Malbork. Huge, massive towers still inspire respect. Inside you can see the restored interior with preserved original fragments and museum expositions. Castles in Bytom, Gniew or Golub-Dobzhina in summer serve as the organization of knightly tournaments, where brotherhoods of knights from all over Europe come together. Together with them, you can travel back to the Middle Ages: become a spectator of fights with spears or axes, competitions in archery and crossbow shooting, assault on the fortress wall with the help of lifting machines of a medieval design, and in the evenings sit with the knights by the fire, take part in feasts and watch courtiers dancing.
In the south of Poland, there is the unique Eagle's Nests Way, one of the most picturesque tourist routes in Poland. It is the ruins of several dozen defensive castles of the 14th and 15th centuries, located on limestone hills and rocks. Traces of the most massive castles are found in Bobolice, Miruw, Olsztyn, Tenczyn and Ogrodeniec, where the ruins of the castle are considered the most picturesque in Poland. The area through which the Eagle's Nests Route passes is the Krakow-Częstochowa Ridge of the Jurassic period, a favorite area for rock climbers. These are also ideal places for those who are fond of cycling and horseback riding.
Thus, this is the brightest example of a neighboring country with the same potential as in Belarus, which made the route "Road of Castles" unusual, colorful, accompanied by animation programs and spectacular pictures. The need for the brightness of the plot of the event, the predominance of visual and multimedia channels, its design in a "picture" (animated) make it possible to attract tourists from all over the world.
The development of tourism in small towns of Belarus is an important source of improving the welfare of the country. It can be viewed as a system that provides all the opportunities to get acquainted with the history, culture, customs, spiritual and religious values of small towns of Belarus and its people, and provides income to the state, jobs for individuals and legal entities. Small towns of Belarus have a number of prospects in this area. At this stage, programs are being developed to attract foreign tourists. Therefore, first of all, it is necessary to establish contact with border states, one of which is Poland.
Cross-border tourist exchange between Belarus and Poland is a topical issue at this stage in the development of international tourism in the world economy, because. Poland occupies a leading position among the countries that send tourists to the Republic of Belarus and receive Belarusian tourists.
The western region of Belarus, including the Brest and the main part of the Grodno region, is the most promising for attracting Polish tourists. characteristic feature The area is a high concentration of cultural and historical resources in small towns. The main excursion centers of the Western region are Novogrudok, Mir, Slonim, Zhirovichi, Krevo, Golshany.
Basically, the older generation of Poles, those people who once lived in Belarus, go on excursions to Belarus. They visit churches, Catholic cemeteries, former estates of the Polish gentry, the ruins of castles, as well as memorial sites associated with their compatriots.
It would be expedient to create a route "Golden Ring in Western Belarus", focused on the Poles, which would include small towns and villages associated with the common history of these states.
So, for example, it will be interesting for the Poles to make sightseeing tour on the first capital of the Grand Duchy of Lithuania - Novogrudok with a visit to the house-museum of Adam Mickiewicz. Inspection of the preserved towers of the Novogrudok castle of the XII century. Farny Church of the 15th century - here the marriage of the King of Poland Jagiello with Princess Sofya Golshanskaya took place, the future poet Adam Mickiewicz was baptized here, the St. Nicholas Church (1780), St. Michael's Church (1624), the Mound of Immortality, poured in honor of the poet. During the tour, tourists visit the estate-museum in Zaosye (Baranovichi district) - the supposed birthplace of the poet. They are visiting the Tuganovichi park, where young Mickiewicz met with Maryla Vereshchako; Stone of Filarets, where young "filarets" gathered - Adam Mickiewicz, Tomasz Zan, Jan Chechot.
Polish tourists can visit places that have become sources of inspiration for such poets as Eliza Ozheshko and Adam Mickiewicz (Grodno - Ponemun village - Milkovshchina village - Kamenka village - Shchuchin city - Ostrino village - Zheludok village - Lake. Svityaz - the village of Raytsa - the village of Voroncha - the village of Malyushchichi - the town of Korelichi - the village of Shchorsy - the town of Mir - the city of Berezovka - the city of Lida - the city of Grodno).
On the way, you can stop by the village of Milkovshchina, which is located 10 km from the city of Skidel, where the estate of the writer Eliza Ozheshko is located. Until now, on the site of the former estate, a maple alley, a well, an old barn with a cellar have been preserved. It is planned to restore one of the preserved buildings, which will house the museum.
Then you can visit the village of Sekhnovichi - the family estate of the Tadeusz Kosciuszko family (now the Zhabinkovsky district), where a linden alley, according to legend, was planted by Tadeusz himself, has been preserved. Then the path lies to Kossovo through Kobrin and Ivatsevichi. Near Kossava, tourists visit the house-museum of the Merachovshchina manor, which is being restored on the site of the manor house of Tadeusz Kosciuszko.
Thus, Poland, due to its geographical and spiritual proximity, as well as close economic, ethnic, cultural ties and similar standards of tourist consumption, is a natural source of tourists to Belarus. Relevant is the creation of such a route as the "Golden Ring in Western Belarus", which will cover small towns with a high concentration of historical and cultural monuments. Visits by Polish tourists to the border areas will become a significant reserve for increasing the tourist flow to the Brest and Grodno regions of Belarus.
The common history of Belarus and Lithuania stimulates the significant interest of Lithuanian tourists in the cultural and historical heritage of Belarus. Therefore, it is advisable to create a route through places related to the history of the Grand Duchy of Lithuania, along which Lithuanians can pass. From Vilnius, you can head to Lida, where Lithuanian tourists can watch the Lida Castle and the animated show Wedding of King Jagiello and Sophia Golshanskaya. From Lida, you should go to Novogrudok, the symbol of which is the castle - the center of ancient Novogrudok and the residence of first appanage, and later - the Grand Dukes of Lithuania. In these places you can hear the famous legends about the coronation of Mindaugas. Then visit the castles in Mir and Nesvizh, two of the four sights of Belarus included in the UNESCO World Heritage List. The next stop may be Minsk, and on the way back it will be interesting to visit the Kreva Castle in Kreva, where the Union of Kreva was adopted in 1385, and the legends of local guides about the flight of Prince Vitovt from the Kreva dungeons. And then stop by the town of Gervyaty, where in 1536 the Bishop of Vilna Jan founded the wooden church of the Holy Trinity.
For Belarusian tourists in Vilnius there are many interesting places related to the life of famous Belarusians. Schools, cultural centers, where the most famous people of Belarus were - Yanka Kupala, the Lutskevich brothers, Vaclav Lastovsky. School trips can be organized. The Belarusian trace of history in Lithuania can be found in any Lithuanian city.
Thus, the more such complex routes are created in small towns of Belarus, the more opportunities these cities have to become famous, attract the attention of foreign tourists and win their niche in the international market. It is necessary to use European methods of promoting small towns.
In small towns, a paradoxical situation has arisen today, when there seems to be enough variety of information, but it is not structured, not coordinated, unreliable, and, most importantly, it is not available. Therefore, to create the image and popularity of small towns in Belarus, it is necessary:
Create an open information network based on the Internet with a facilitated search for information (for example, calling card cities);
To distinguish the city from a number of others according to certain attractive characteristics (including the main directions of the investment policy of the authorities);
Develop the corporate identity of the city and, based on it, prepare a complete set of promotional materials for distribution both inside and outside the city;
Determine the list of souvenirs. Place trade kiosks in places of mass tourist visits;
Participate in regional publications (newspapers, magazines), as well as in radio and television programs that would inform about investment opportunities;
Organize a presentation of the city (as an option: a number of the most interesting investment projects) on regional television, in neighboring regions.
Constantly stir up interest in the city, using informational occasions, communication with the most influential people of the region, region, Russia.
· There are over 30 information agencies and business centers that provide various information services, mainly in the field of marketing, law, economics and audit.
The effective functioning of tourist centers is impossible without a developed infrastructure. The capacity of these objects, which are especially attractive for private investment, depends on the growth of tourist flows and is increasing in stages. An important urban planning task is the rational location of tourist infrastructure facilities. The primary condition should be their convenient accessibility - both among themselves and in relation to the main tourist and excursion routes. Optimal for small historical towns of Belarus can be considered a 10-15-minute walking distance - 500-750 meters.
Special requirements are imposed on the design of open spaces for holding mass festivities with a large number of spectators and participants - concerts, jousting tournaments, etc. Such events bring together up to 10 thousand people, and in the future their number may increase significantly. It is desirable to place the fields of mass actions against the background of “natural scenery” - a castle, a silhouette of a historical city. At the same time, it is important to provide good viewing conditions, to prevent excessive crowding.
An increase in tourist flows may necessitate the use of intra-quarter territories for infrastructure development. So, in the yard spaces that are in contact with tourist routes, it is possible to arrange summer cafes, landscaped recreation areas for tourists, organize through pedestrian passages to neighboring streets, create parking lots, etc.
With the development of tourism, the emergence of contradictions between the interests and needs of tourists and local residents. Therefore, it is important to distinguish spatially between the functions of serving tourists and the accommodation of the local population, creating a full-fledged living environment for citizens who will have to live within the boundaries of the formed cultural and tourist zones. This can be achieved by organizing closed (semi-closed) residential yards, isolated from the main tourist routes and not having free access from the streets (entrances to residential yards are made from residential buildings, through lockable gates, wickets, etc.).
Modern use of historical buildings. Most of the historical development of small towns in Belarus needs reconstruction and modernization with the obligatory preservation of the features of compositional and spatial solutions. The architectural and compositional features of the development of historical cities are also manifested in the characteristic methods of laying walls, building plinths, framing door and window openings, and colors, and they should not disappear.
The development of tourism makes us take a different look at the reconstruction of unique, now lost architectural structures. For example, Oginsky's palace with a theater in Slonim, restored in all its splendor, or the Alba park in Nesvizh with canals and the summer residence of the Radziwills can become new centers of attraction for tourists and increase the attractiveness of these cities.
Organization of landscape and recreational areas. Historical or modern parks, other natural landscapes with favorable conditions - natural and artificial reservoirs, forests, green spaces can be used as places of recreation for tourists.
Organization of transport and pedestrian links. The increase in human and traffic flows with the development of tourism in small historical towns will inevitably require the development of the road network and the improvement of transport links. And this means - the organization of convenient entrances, designed for the passage of large tourist buses to the main objects of tourist display, hotels, the shortest connection between them and railway and bus stations; creation of transport bypasses of zones of concentration of historical and cultural values and tourist service facilities; placement of parking lots of the required capacity near places of mass visits.
When organizing walking paths, it is important not only to ensure connections over the shortest distances (rational use of tourists' time), but also to create attractive walking routes with picturesque views of architectural monuments and natural landscapes.
In many historical cities, it is advisable to create pedestrian embankments, from which historical buildings are clearly visible. Such embankments can be created along the Oginsky Canal in Slonim, along the ponds in Nesvizh, along the ponds and the river. Miranka in the city of Peace. This requires clearing the territories of low-value buildings that are out of harmony with the surrounding landscape.
3.1 Grounds for the formation and promotion of the city brand
For tourists
Uniqueness of natural, climatic and geographical conditions
Production of unique products using traditional technology
History and famous historical figures
Cultural attractions (museums, theaters, etc.)
Events and events (festivals, holidays, exhibitions, conferences, etc.)
Sports events
Buildings, monuments and sculptures
For investors and entrepreneurs
Attractive conditions for doing business (the cost of land and real estate, taxation conditions, local authorities' policy towards new enterprises, consumer characteristics, market conditions, level of infrastructure development, etc.)
Slogans, themes and positioning
A quality slogan forms a platform for enhancing the city's image. An option for using an overarching slogan is to formulate a theme that will form the basis of special marketing programs targeted at specific target groups.
Events and events
The image of the city can also be formed and promoted by organizing certain events, events and constructing informational occasions on this basis. A successfully organized event that goes beyond the scope of the city, provided with appropriate methods of PR communication, can create a strong brand of the city. Powerful information noise sets the requirement for the brightness of the event plot, the predominance of visual and multimedia channels - the requirement for its design in a "picture" (animated). As a result, the form of an event may turn out to be more significant than its content. The construction of informational occasions is associated with the presence of a certain tradition of organizing mass events - holidays, festivals, conferences, exhibitions and others that have international resonance, which annually place the city in almost the same period in the information field, update its significance and value for the world community, remind of its uniqueness, and therefore serve to maintain, strengthen and develop its image. Traditional events such as the festivals at Glastonbury in the UK and Roskilde in Denmark are mandatory every year and attract many tourists. Munich is world famous for its beer festival - Oktoberfest, and such a small and almost unknown town of Clermont - Ferrand in France is famous all over the world for its annual short film festival.
One of the most popular topics is the organization of celebrations in the city in honor of a famous person associated with this city. For example, in Salzburg there is an annual music festival associated with the name of Mozart.
When, for example, the authorities of Leipzig set themselves the task of turning it into a tourist center, they actually organized a summer festival from scratch dedicated to the key historical figure of the city - Johann Sebastian Bach, who is still a key element of the city's brand.
Apart from famous people the theme of the festivities can be classical music (Flemish International Festival), theater and dance (Lille Festival), cinema (Nice, Cannes, Venice, Clermont - Ferrand - Short Film Festival). Numerous small towns and villages in France, Germany, Italy, Portugal hold their own winemaking festivals.
Thus, the face of the city can be determined by traditional events: holidays, festivals and other events that make the city unique and attract tourists seeking unique places.
Formation of associations with famous historical characters
Having a celebrity figure associated with a particular city is a powerful means of forming a positive association. Similar examples are the small town of Arles and the village of Giverny in France, associated with the names of the artists Van Gogh and Claude Monet, respectively; the presence of such associations is the only source of attractiveness of these places for tourists, which allows them to continue to exist. Tourists from all over the world come to these cities to understand what inspired the artists, to see the nature for their works, to feel the atmosphere in which the masters lived and worked.
Thus, the brand of the city is what the average person associates with the city. If a person does not have any idea about the city, the latter will never choose it as a vacation spot. In order to attract tourists and investors, PR and brand management specialists design a policy of directed influence on target groups to form a certain opinions (a representation that has an emotional design) about a particular territory.
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Golovatyuk Alina Vladimirovna International development of tourism (Experience of foreign countries and its application in Russia): Dis.... kand. ... cand. economy Sciences: 08.00.14: Moscow, 2000 163 p. RSL OD, 61:01-8/1309-3
Introduction
Chapter 1. Theoretical and methodological foundations for the development of international tourism .
1.1. Features of the interpretation of the concept of tourism and forms of its organization at the national and international level 12
1.2. The role of international tourism in world trade in services 18
Chapter 2 Analysis of trends in the development of international and domestic tourism in Russia .
2.1. Current state tourism potential of Russia 46
2.2. Structure and perspective directions of outbound tourism 48
2.3. Export of tourist services and prospects for its development 61
2.4. Trends in the functioning of the internal tourism market 68
Chapter 3 Organizational and legal framework for the development of international tourism .
3.1. The system of state regulation and support for the development of tourism in Russia in the context of the experience of countries with developed economies 76
3.2. Legal basis for the formation of the tourism market in Russia 90
Chapter 4 The main methods of intensive development of tourism .
4.1. Sources of attracting investment in tourism 98
4.2. Marketing in the field of international tourism 104
Chapter 5. The structure and functioning of the hotel services market as one of the most important components of international and domestic tourism.
5.1. World experience in the development of the hotel market 117
5.2. Characteristics of the current state of the hotel services market in Russia 141
Conclusion 150
Bibliography
Introduction to work
Tourism is one of the most interesting and dynamically developing sectors of the economy.
With the development of tourism, both at the national and international levels, there is a need to define tourism, its role in the world economy and in the economy of individual countries, to identify its main development trends and patterns.
Scientists from different countries have repeatedly made attempts to establish the exact characteristics of tourism, such concepts as “tourism”, “tourism industry”, “international tourism”, “world tourism”, “tourist market agents”, etc. have entered economic science. The definitions of these categories were often identical to each other, or differed due to the specifics of tourism in each individual country. Meanwhile, a clear interpretation of tourist terms and concepts is important for understanding certain processes that occur in tourism.
Often tourism was considered part of the transportation or trade, but in 1937. The Council of the League of Nations introduced the concept of "international tourist", which meant a person with the following characteristics: movement, temporary stay in a certain place, lack of connection with work and earnings. Thus, it was on this basis that a specific tourist terminology was formed.
Despite the fact that the "general theory of tourism" by W. Hunziker - K. Krapf gives a completely exhaustive definition of tourism, as "a set of relations and phenomena resulting from the movement of people and their stay outside their place of residence until it passes permanent residence and is not associated with income”, the search for an optimal definition of tourism is still ongoing.
Modern economic science is increasingly considering tourism as a complex socio-economic system. The dissertation attempts to generalize the definitions of tourism available in economic science, defining it most clearly. Tourism is considered as “a large economic system with various links between individual elements within the framework of both the national economy of a particular country and the links of the national economy with the world economy” (V.I. Azar).
Of great interest for research is international tourism as the most important component of the global tourism industry and as a branch of the national economy that brings significant foreign exchange income.
As the world economy develops, the volume of international trade expands, the means of transport, communications, and payments improve, the number and variety of contracts and trips of citizens caused by economic necessity increase. Raising the level of culture, science, education contributes to the growth of international travel not only for economic purposes, but also for cultural, political, health and other purposes.
International tourism is a form of travel undertaken for recreational, educational, business, recreational or specialized purposes. In the Manila Declaration on World Tourism, tourism is defined as "one of the types of active recreation, which is travel made with the aim of knowing certain areas, new countries and combined in a number of countries with elements of sports."
International tourism in world practice is interpreted as:
1. an important direction of international cooperation in specific activities based on respect for the national culture and history of each people and the main interests of the state;
2. the sphere of development of tourism relations between the peoples of different countries and familiarization with the achievements of other countries in various fields.2
The development of international tourism, as well as the development of national tourism, is influenced by a whole set of factors: external, internal, extensive, intensive, negative. The assessment of their influence goes through the entire dissertation, confirming the fact that it is necessary to identify the degree of influence of each factor on the development of tourism.
In the 90s, three main characteristics of the development of international tourism stand out. The main trend is an increase in intra-regional tourism indicators, which is due to the rapid economic development of a number of countries, for example, the countries of the Asian region, as well as the movement of the population from Eastern European countries to Western ones (1).
1 Manila Declaration on World Tourism // Proceedings of the World Tourism Conference. - Madrid, 1981, p. 163.
2 Kolesnik N.V. Introduction to specialization: 4.2. International tourism in the service sector of world trade: Teaching aid, Moscow, Soviet Sport, 1999, p.Z.
The economic downturn does not lead to a proportional decrease in the number of trips and the volume of tourism activities, because. tourists tend to adapt to new, less comfortable circumstances. For example, those who used to allow themselves to go on vacation to leading Western countries (France, England, Spain), where the level of stay (accommodation) is quite high, are reoriented to cheaper vacation spots (Greece, Turkey) or reduce their requirements for recreation conditions, choosing 3-star hotels instead of 5-star hotels, instead of expensive restaurants and the delicacies offered in them - the average level of local cuisine (2).
However, the growth rate of international tourism has slowed down. The increase in travel rates in the first half of the 1990s, compared with previous decades, is associated with a slow increase (3).
International tourism is also an important component of world trade in services. Therefore, it is impossible to consider and analyze aspects of international tourism without knowing the processes and trends taking place in this area of the world economy.
The role of trade in services was highlighted at the 1986-1994 trade fair. meeting in Punta del Esta (Uruguay), where a decision was made on the GATS - General Agreement on Trade in Services. The significance of the GATS for world trade in services is the same as that of post-war decade was the General Agreement on Tariffs and Trade (GATT) for trade in goods. The GATS has established norms and rules to liberalize access to services markets. The date of entry into force of the GATS coincides with the beginning of the Agreement Establishing the World Trade Association (WTO). However, due to the complexity and diversity of tourism services within the framework of the GATS, no specific decisions have been made in the field of tourism, and negotiations on the hotel industry are still ongoing, while highest value in world trade in services, it is tourism and its most profitable area - the sphere of accommodation facilities. Therefore, the issues of the development of international tourism in the sense of its organizational and legal mechanism are still relevant.
In many countries of the world, international tourism is one of the main areas of the national economy, bringing the country high annual income from the provision of tourism services.
From this point of view, the identification and study of the prospects for the development of international tourism in Russia is of significant interest for scientific research.
Russian tourism, like many other sectors of the country's economy, began to emerge from a serious crisis.
With the transition of the Russian economy to a market economy, fundamental changes have taken place in its tourism sector. Domestic tourism industry has adapted to market conditions faster than other industries. A lot of private firms were formed, which not only began to meet the needs of Russian citizens in tourism (primarily in foreign), but also involved up to 100 thousand employees in this work, which had a considerable positive influence to the labor market. On the other hand, state support for tourism has sharply decreased, which has led to the almost complete disappearance of social tourism. The chances of survival were preserved mainly by commercial forms and types of tourism. At the same time, outbound tourism has increased enormously, which means, from an economic point of view, the export of capital from the country. Outbound tourism in terms of foreign exchange costs significantly exceeded foreign exchange earnings from inbound tourism. For 1994-1999 Russians spent about 42.5 billion dollars on foreign trips. Finally, unfavorable changes occurred in the economy of the country's hotel industry. The growth of transport tariffs and the reduction of social tourism were the reason for the decrease in the load factor of the vast majority of Russian hotels, which put them on the verge of bankruptcy.
The market model of the economy required the development of fundamentally new approaches to the formation of an organizational and economic mechanism for the development of Russian tourism. But even the first steps in this direction have shown that this process is very complicated and leads to a radical break in the economic and social relations in this area.
Deep, often contradictory changes in the organizational structure of tourism, unsystematic changes in the status of the country's national tourism administration did not go unnoticed for the development of the industry. Also unclear is the issue of tourism administration at the international level.
Many issues related to the activities of Russian tourist organizations and firms, including issues of licensing, certification, etc., have not been fully resolved at the state level. causes justified criticism of the tax policy in the field of tourism. Privatization and corporatization processes are developing
here, not always with the accepted legal and regulatory framework, which, moreover, is far from perfect. There is no real mechanism for attracting investment in tourism facilities, extensive methods of using resources, including labor, remain. A clear system of marketing research has not yet been developed in the tourism business, many theoretical and practical issues of tourism marketing remain undeveloped, and there are many shortcomings in the organization of advertising activities.
In the literature and scientific studies on the development of Russian tourism, there is practically no deep Scan state and forecast of its development: main trends and regularities.
Under these conditions, it is necessary to develop new approaches to the formation of an organizational and economic mechanism for the development of tourism in order to increase the efficiency of its functioning both in the country's economy and when the country enters the international level.
In recent years, there has also been increasing attention in Russia to the study of the features of the formation of the service market in general, and the tourism market in particular. New directions of its development and regulatory mechanisms are being explored, a comparative analysis of the national markets of tourism services from different countries of the world and the Russian market, their integration into the world market of tourism services is carried out. In this regard, the works of R.A. Brymer, J. Bowen, F. Kotler, J. Walker, V.I. Azara, A.M. Babich, Yu.K. Bainazarova, M.B. Birzhakova, V.G. Gulyaeva, A.L. Lesnik, M.E. Nemolyaeva, E.V. Egorova, E.N. Zhiltsova, I.V. Zorina, D.K. Ismaeva, Yu.S. Putrik, N.V. Kolesnik, G.A. Papirian and others.
At the same time, the existing studies do not sufficiently reveal the possibilities for implementing forms and methods of strategic management and marketing acceptable for modern conditions in Russia in order to develop tourism.
In conditions of an acute shortage of investment resources, non-capital-intensive methods and technologies of intensive development are of interest. These include marketing as the most important tool for developing the tourism business and increasing the competitiveness of its subjects, as well as mechanisms for improving the efficiency of the functioning of enterprises in the field of tourism.
At the same time, the issues of creating a favorable investment climate in the country, creating investment conditions that stimulate the flow of funds into the objects of the tourism industry in Russia remain relevant.
First of all, this applies to the country's hotel and resort enterprises.
In addition, the mechanism for regulating the development of tourism should be based on an analysis of trends and an objective forecast for the development of the world market for tourism services. It is necessary to determine the share of state participation in the regulation of the tourism market, since it is it that forms the main framework for the activities of various travel agents both in the national and in the international tourism market.
Of course, it is difficult to say that the country will receive income from tourism comparable to the income from this sector of the economy, for example, the Mediterranean countries. At the same time, it must be admitted that the opportunities for tourism development in Russia are enormous and largely untapped. And in order to achieve the latter, it is necessary to know the specifics of these opportunities, due to national, climatic, cultural and economic features country.
One of the most profitable areas of the tourism market is the accommodation market. An analysis of the world experience in the development of the hotel services market will reveal the patterns of its development and identify a number of problems that the Russian market of accommodation facilities will have to face in the future.
When analyzing the current stage of development of the hotel market in Russia, significant problems of its development at the national level were found, which require a quick solution to bring the level of hotel services closer to the world level.
All of the above determined the relevance of the dissertation, determined the choice of the topic of the dissertation work and determined the composition of the problems studied in it on the basis of world experience in the development of international tourism, an objective assessment of the state and real socio-economic opportunities for the development of tourism in Russia.
It should be noted that the study was difficult due to the imperfect statistical base of tourism. The system for collecting and processing statistical data on tourism is in the process of formation. State and municipal authorities are making only the first attempts to conduct statistical surveys of tourist firms and qualitative parameters of hotel enterprises operating in the Russian market.
The theoretical and methodological basis was the fundamental works of Russian and foreign scientists in the field of modern socio-economic and organizational and legal problems of a market economy, including in the field of tourism.
A systematic approach was used as a methodological basis for scientific and applied developments. The choice of research methods was due to the goal and the specifics of the subject area.
The aim of the work is to study foreign experience in the development of tourism, to identify the main trends in the development of international tourism mechanisms for increasing Russia's participation in international tourism.
Achieving the goal required setting and solving the following tasks:
Generalization of theoretical scientific provisions and clarification of the fundamental definitions of tourism in general and international tourism in particular;
Study of foreign experience and trends in the development of world tourism;
An adequate assessment of promising areas for the development of the country's tourism potential;
Analysis of the main directions and trends in the development of international tourism in Russia;
Identification of a rational organizational structure for tourism management in Russia;
Definition of the role, main directions and boundaries of state regulation and support of tourism;
Identification of the main methods of intensive development of tourism;
Analysis and evaluation of development prospects Russian market services of accommodation facilities, comparing its formation with international experience in the development of the hotel services market.
The subject of the research is international tourism as a component of the world and national economy; experience of the organizational and economic mechanism for the formation of the market of tourist services in foreign countries, the possibility of its application in Russia; international market of hotel services and market Russian funds accommodation.
The tourist complex on an international scale, on the scale of individual countries, as well as the Russian tourist complex, including government and regulatory bodies, enterprises and organizations that meet the needs of the population in active recreation, and potential consumers of tourism services, was chosen as the object of study.
The information base of the study was made up of legislative and regulatory legal acts and decisions of the GATT, GATS, WTO, Russian Federation; data of the State Statistics Committee of Russia; statistical, informational and analytical materials and regulatory and methodological documents of the Ministry of Economy and the State Committee for Financial Finance, GAO "Moscow", Russian tourist and hotel associations; press releases of travel agencies and hotels; brochures; corporate reports; information obtained from the Internet and Lexus Nexus; records of conversations with heads of tourist Russian and foreign organizations and firms; publications on tourism issues in domestic and foreign periodicals.
The scientific novelty of the study lies in the proposed concept of increasing Russia's participation in international tourism, taking into account real opportunities and the study of the experience of developing international tourism in foreign countries.
The most significant results obtained by the author:
A number of definitions of the tourism sector have been systematized and supplemented, the content of the economic category "tourism" has been clarified, which has made it possible to determine its place in the international and national economy;
The principles, methods are formulated and the mechanism of state regulation and support of tourism in foreign countries and Russia is analyzed,
Proposals were made to clarify the structure and functions of the system of state regulation of tourism, a view was made on the creation of an independent body for managing tourism activities in the system of federal authorities;
The mechanisms for attracting foreign investment in the tourism sector are determined, the main trends in the development of tourism in Russia are identified, taking into account the identified economic and cultural potential of the country;
Based on the study of foreign and Russian trends in the development of tourism, a forecast was made for the development of the hotel services market in Russia, practical recommendations were given for improving the mechanism for regulating the activities of enterprises operating in the accommodation market, parameters for certification of hotels and methods for monitoring the quality of hotel services were proposed.
The practical significance of the work lies in the fact that the results of the study carried out within its framework and the recommendations developed on their basis can be used in the formation of a strategy for the development of tourism and the hotel industry in Russia.
In this case, the greatest practical value are:
Substantiation of the prospects for the development of tourism in Russia on the basis of the analysis of trends and patterns of functioning of tourism in foreign countries;
Proposed and substantiated directions for enhancing investment activities in the field of Russian tourism and one of its main components - the hotel complex;
Developed hotel certification parameters and methods for assessing the quality of hotel services.
Approbation. The conclusions and proposals contained in this dissertation were used in the course of lectures at the Department of Russian Economics. Plekhanov, practical recommendations on the classification of hotels and the adjustment of methods for assessing the quality of hotel services have found application on the basis of some Moscow hotel enterprises.
The structure of the work reflects the general idea and logic of the study, determined by the purpose and objectives of the work. The dissertation consists of introduction, 5 chapters, conclusion, bibliography. The work is set out on pages, contains
tables, figures, diagrams, graphs, diagrams, histograms,
applications, a list of references from the names of domestic and
foreign publications.
Features of the interpretation of the concept of tourism and forms of its organization at the national and international level
Thomas Cook, a native of the town of Melbourne, in central England, a Baptist who hates alcohol and tobacco, in order to distract people from bad habits, put them on a train and took them on their first excursion. About whether there were fewer drunkards and smokers in England after that, history is silent. However, the day of the birth of tourism has since been considered the day of July 5, 1841. - the day of the first public railway excursion in the history of England. After the unions won annual holidays for workers who did not know what to do with their free time in the second half of the 1840s, Cook suggested that during the holidays you need to engage in tourism and entertainment. Thus was born the world's first travel agency "Thomas Cook and Son".
Since tourism has become an object of study, attempts have been made to establish its exact characteristics. According to the scientist Kohen1 there are as many terms of "tourism" as there are studies on it. The question of definitions, as M.B. Birzhakov, and today is quite relevant and is the subject of "fierce and ambitious discussions"2 of leading scientists - tourism theorists. Meanwhile, a clear interpretation of tourist terms and concepts is important for understanding the processes that take place in tourism.
The first definitions of the era of "handicraft tourism", as noted by the Spanish scientist L. Fernandez Fuster3, focused on the relationship between tourism and transport, i.e., based on these definitions, tourism was considered a part of transportation.
With the development of tourism and its transformation into a mass phenomenon, new interpretations of this concept have appeared.
For the first time the concept of "international tourist" was introduced in 1937. Council of the League of Nations. According to this definition, such was a person with three characteristics: 1) movement; 2) temporary stay in a certain place; 3) lack of connection with labor and earnings4. Based on these features, a specific tourist terminology was formed.
By virtue of the definition adopted by the UN, tourism is an active recreation that affects the promotion of health, the physical development of a person, associated with movement outside the permanent place of residence.5
The Academy of Tourism of Monte Carlo gives a broader definition of "tourism": "it is a general concept for all forms of temporary departure of people from their place of permanent residence for recreational purposes, to satisfy educational interests in their spare time or professional and business purposes without engaging in paid activities in a place sojourn".6 Here the main emphasis is on the nature of the activities of visitors in a place other than residence.
The most common definition of tourism today is the definition of W. Hunziker - K. Krapf, known as the "general theory of tourism". It defines tourism as the totality of relationships and phenomena resulting from the movement of people and stay outside their place of residence until such time as the stay does not become a permanent place of residence and is not associated with income generation.”7
Despite the fact that the search for an "optimal" definition of tourism is still ongoing, the system international organizations quite definite interpretations of this term have developed at the state level, and other interpretations only highlight or supplement its features.
According to one of the latest definitions proposed by the United Nations Statistical Commission in March 1993, “tourism covers the activities of persons who travel and stay in places outside their usual environment for a period not exceeding one consecutive year, for the purpose of leisure, business and other purposes".8 V this definition to distinguish tourism from other types of travel are: the irregular nature of travel; motivation for the trip, not related to the search for permanent work or migration; voluntariness to travel. All of the above leads to any demand for tourist facilities, including accommodation facilities. It is this definition that is used by the World Tourism Organization (WTO). Meanwhile, for example, in the United States, only those citizens who move from their permanent place of residence for a distance exceeding 100 miles are considered tourists. Trips over shorter distances are not included in tourism statistics.9
The Federal Law of the Russian Federation "On the Fundamentals of Tourism Activities" interprets tourism as "temporary trips (travels) of citizens of the Russian Federation, foreign citizens and stateless persons ... from a permanent place of residence for recreational, educational, professional, business, sports, religious and other purposes without engaging in paid activities in the country (place) of temporary residence".10
The concept of tourism in our country has long been associated with sports and health promotion, and not with a sector of the economy that can generate income. But gradually, in the process of development of economic and production relations, a special sphere of labor emerged, the main function of which was the organization of versatile recreation for the population in the form of tourism. Tourism is increasingly being referred to as an area of the national economy.
Justifying the need to single out tourism as an independent industry, it is necessary to take into account the main factors in the formation of its production features, their compliance with certain classification criteria, according to which enterprises, organizations and associations are part of the corresponding sector of the national economy, their dependence on the nature of the main activity. In addition, it is necessary to take into account the achieved scale and prospects for further development of the industry. As you know, the set of enterprises that form a separate industry is characterized by the following main features: a sufficient number of independent in economic terms relations of enterprises with a homogeneous type of production; sustainable economic ties with other sectors of the national economy; certain economic authority. The current state of tourism meets all of the above characteristics.
The current state of the tourist potential of Russia
The modern development of tourism is to a small extent focused on the organization of active recreation for the mass consumer and in its overwhelming part is turned "to the West", i.e. for outbound tourism. More than 90% of domestic travel companies are engaged in outbound tourism and less than 10% work to attract foreign tourists to Russia. Over the past 10 years, international tourism in the Russian Federation has developed mainly with an outbound orientation, while inbound tourism, as one of the most highly efficient sources of foreign exchange earnings, is a priority for tourism development in most countries of the world. In addition to providing foreign exchange earnings, inbound tourism creates additional jobs, making it possible to solve many socio-economic problems.
According to the federal law of the Russian Federation "On the fundamentals of tourism activities in the Russian Federation", the support and development of domestic and inbound tourism is a priority area of state regulation. At the same time, the development of these types of tourism should be based on the targeted and reasonable use of the country's tourism potential. The larger the “range” of various tourism resources a country has, the more opportunities it has to attract tourists and increase the duration of their stay.
The countries that receive tourists for summer holidays receive the greatest income from tourism - Spain, Greece, Turkey, Cyprus, countries in Southeast Asia, islands in warm seas, however, Russia has only a relatively small section of the Black Sea coast. The country does not have the opportunity to compete with the above countries due to the small length of sandy beaches, the unfavorable ecological state of sea water due to the unsatisfactory state of treatment facilities and discharge industrial waste. Therefore, the most that the resort areas of the Black Sea coast can count on is the restoration of the level of arrivals of Russian citizens to the level of the times of the USSR. To do this, their owners need to take serious measures to improve the quality of service and the range of entertainment services.
As for winter ski resorts, only two regions can theoretically count on foreign tourists - the Caucasus and the Khibiny. But the image of the Caucasus in the eyes of Western tourists has suffered greatly due to political instability. recent years. For the same reason, the prospects of the balneological resorts of the Caucasian Mineral Waters are doubtful even for Russian tourists. It is hard to imagine that a Western tourist would go for treatment not to Alpine balneological resorts, not to Baden-Baden, not to Karlovy Vary, but to distant Russia. The reputation of a mineral spring has been created for decades: both doctors and patients in the West know the properties of their mineral waters from the numerous medical histories of their acquaintances and relatives. Any, even the most unique chemical formula The composition of the Caucasian water in itself will not be a weighty argument for them in favor of a trip to the Caucasus.
As for the Khibiny, it must be taken into account that the region is located beyond the Arctic Circle and a significant part of the season falls on the polar night. In addition, in terms of picturesqueness, this area is far inferior to any Alpine ski resort. Considering also the high capital intensity of ski facilities, it should be recognized that in terms of ski tourism, Russia can hardly seriously compete with the Alpine countries.
From the point of view of educational tourism, the main thing that attracts tourists to the city is architecture, especially old and medieval. The vast majority of Russian cities are completely unpromising from this point of view. Firstly, the wooden buildings of most cities did not survive due to the fragility of the building material. Secondly, the architecture of the Soviet period is of no interest to Western tourists.
For Western tourists, only two cities are of interest: St. Petersburg and Moscow. And if on the way from Moscow to St. Petersburg he stops for half a day in Novgorod and Pskov, then he can consider that he has examined 90% of the educational sights of Russia.
However, there are two promising segments for the development of the tourist market in Russia. The first segment is business tourism. Businessmen make up a fairly stable entry flow. Moreover, the distribution of this flow by countries of origin correlates quite well with the distribution of Russia's foreign trade volumes with these countries and does not correlate with the distribution of investments from these countries in the Russian economy. In other words, business people from the West they go to Russia to trade, and not to invest in its economy.
The second promising segment of the development of the tourist market in Russia is ecological and adventure tourism. There is even an international World Bank development program ecological tourism in the Baikal region. Americans can be considered the most easily motivated customers for the consumption of this type of tourist product. Experts estimate that more than 78 million Americans have taken part in this kind of travel in the past two years. various corners world.1 In the vastness of Russia, thousands of adventure routes can be placed, primarily water and, to a lesser extent, pedestrian and horseback. Their attractiveness for a Western tourist lies precisely in their “wildness”, isolation from civilization (Olkhonsky district Irkutsk region, jeep tour from Irkutsk through Buryatia to Mongolia). Rural tourism is also attractive, which can develop on the basis of half-forgotten villages located within ecologically clean territories. Such a tourist product does not require large capital expenditures, but requires special knowledge of points, terrain and routes from travel companies.
Unfortunately, inbound adventure tourism in Russia is practically non-existent. At the same time, hunting tourism related to it has become quite widespread. However, hunting tourism, unlike adventure tourism, by its nature cannot be massive, therefore, cannot generate large incomes.
The system of state regulation and support for the development of tourism in Russia in the context of the experience of countries with developed economies
During the existence of the USSR, the state regulated the tourism sector through 3 institutions: the State Committee for Tourism, the Central Council of Trade Unions of the All-Union Central Council of Trade Unions and the Sputnik Youth Tourism Bureau. Despite the fact that the last two organizations were public, the country's tourism market was practically monopolized. These organizations accounted for 85.10 and 5% of international tourism exchange, respectively.1
In connection with the liquidation of the USSR and the country's transition to market relations, the structure of tourism management has undergone significant changes. Having ceased to exist as government bodies, in the early 90s, the above organizations were transformed into joint-stock companies that retained their brand names and operate as ordinary travel agencies.
For a long time, the issue of creating a body or department responsible for the development of the tourism sector remained unresolved in the structure of the federal executive authorities of the country. March 1992 For this purpose, the Ministry of Culture and Tourism of the Russian Federation was formed. Six months later, it was transformed into two independent departments: the Ministry of Culture and the Committee for Tourism (Roskomtourism). In January 1994, the Committee for Youth Affairs was formed, physical culture and tourism, which was later transformed into the Committee of the Russian Federation for Physical Culture and Tourism (CFT RF), which later received the status of "state" and became the SCFT RF.
Decree of the Government of the Russian Federation of April 27, 1997 No. 427 approved the SCFT of Russia as a federal executive body responsible for management, inter-industry and inter-regional coordination in the field of physical culture and tourism, the implementation of state policy in the field of conservation and development of the country's resort complex.
May 25, 1999 By the Decree of the President of the Russian Federation "On the Structure of Federal Executive Bodies", the Russian Agency for Physical Culture and Tourism (RAFT) was created instead of the State Committee for Physical Education of the Russian Federation. Having existed for 12 days, in connection with the new Decree of the President of the Russian Federation, it was transformed into the Ministry for Physical Culture, Sports and Tourism - hereinafter referred to as the Ministry. The structure of the SCFT of Russia was taken as the basis for the structure of the Ministry, which was developed taking into account the recommendations of the WTO and generally met the requirements for the structure of the national tourism administration.
However, it should be recognized that the presence of the Ministry, which deals primarily with the problems of sports and physical education, and only then with tourism, is not enough today to solve the integrated development of tourism in Russia. Back in October 1996. at the international seminar “Planning sustainable development of tourism at the national and regional levels” in Sochi, the WTO representative stated that “the ministry should deal only with tourism ... if only tourism is within the competence of the department, this will increase the priority of tasks and the significance of this sectors in the structure of government") The Hague Declaration on Tourism noted that it is necessary to "enlarge in all countries the rights and obligations of national tourism administrations, equating them to the same level as administrations responsible for the other major economic sectors."3
Today, the most significant issues for the tourism industry of investment, lending, budgetary financing of projects, etc., are not within the direct competence of the Ministry, but are scattered across different ministries. This creates problems in coordinating and solving the most important problems of tourism development. For example, the Ministry is conducting a large-scale advertising campaign for the development of inbound and domestic tourism, and the Ministry of Transport or civil aviation may well at the same time increase tariffs for transportation.
In international practice, such problems are solved very successfully. For example, in the United States, the Tourism and Travel Authority performs its functions of developing a national tourism complex with the support of a tourism advisory board, which includes 15 representatives of various industries.4 And in France, 10 ministries allocate part of their budgets for development of the country's tourism industry.5
The formation of the country's supreme tourism management body in this way had a negative impact on the formation of management bodies in this sphere in the subjects of the Federation. Before the advent of Roskomtourism, they existed only in 2 subjects of the Federation, today they already exist in 86, and at the same time they are very diverse: committees, state committees, departments, even ministries for tourism, departments and departments within the regional administration, etc. In 1996 in the State Duma of the Federal Assembly of the Russian Federation, a Committee on Tourism and Sports was created, endowed with the rights of a legislative body.
Public forms of self-government by the industry are also developing. In accordance with the Concept of Reorganization of Tourism Development in Russia, a Coordinating Committee for Physical Culture, Sports and Tourism was established under the President of the Russian Federation, whose decisions are advisory in nature, and all activities are carried out on a voluntary basis. Its functions include ensuring the development of the foundations of state policy in the field of tourism, coordinating work on the examination of regulatory legal acts and federal programs, and analyzing the state of national tourism.
More than two dozen tourist unions, associations, associations have also emerged in the country, such as the Association of Tourism (ASTUR), the EuroAsia Association, the National Tourism Organization (NTA), the Association of Tourist Organizations of Russia (ASTOR), the Russian Association of Travel Agencies (RATA) and etc. RATA has become a leading organization in the industry, with serious authority as a representative of the interests of the Russian tourism business. With the participation of PATA in 1995, mainly for the protection of consumer rights, a non-profit organization"League for the protection of the rights of travelers."
Sources of attracting investment in tourism
According to the World Travel and Tourism Council, tourism is an industry that attracts billions of investments, in which about 400 billion dollars are invested annually. It is in the field of hotel and tourism business that investments give a faster return, which is confirmed by development practice national economies many countries of the world.
The sources that the state can use to invest in tourism are well known in world practice. These are: state budget revenues; grants created by the state; government loans received specifically for specific tourism projects; loans from international financial institutions; assistance programs economic development from international organizations and financial institutions; private financial investment.
The actual amount of financial assistance provided to tourism by the state is determined by the importance of the tourism sector in the country's economy and the specific difference between this sector and others.
State subsidies come in many forms, ranging from activities to promote a positive image of the country to the provision of tax incentives for tourism activities. Among the main types of public investment in tourism can be identified: lowering the price of investment in tourism projects, which includes profitable loans at favorable interest rates (the government reimburses the difference between a fixed interest rate and a market rate); sale or lease of land at a price below the market; tax breaks, protection from double taxation by concluding agreements with other countries; reduction of duties; direct subsidies or investment guarantees to attract foreign investors (loan guarantees or capital repatriation guarantees in profits), etc.
It should be noted that investing in tourism is a very risky undertaking. this type of activity is very sensitive to economic, political, climatic and other changes, which can drastically reduce the flow of tourists and thus significantly affect tourism receipts. Therefore, the state should make more efforts to attract investment in the tourism sector than in other sectors of the economy.
The government should ensure that the above types of incentives are used for their intended purpose and projects are consistent with the goals for which the money was allocated.
The awarding of grants or loans, in addition to government-backed investment banks, is handled by NTOs (National Tourism Organisations) and the Tourism Development Corporation. Taxation is under the control of the Ministry of Finance. In developing countries, the tourism sector may be funded by other international agencies.
In different countries, preference is given to different types of incentives. For example, Greece and Portugal use concessional loans. In Austria, concessional loans account for half of all investments and are issued at a 5% commission for 20 years. France, Italy and UK Special attention give subsidies. Spain has introduced a low value added tax on the purchase of imported goods.
International investment in the tourism sector is provided by both international organizations and the private sector.
The main foreign borrower is the World Bank (IBRD - International Bank for Reconstruction and Development). Its activities are aimed at ensuring a normal standard of living in developing countries through long-term financing of infrastructure development in these countries.
Direct investment in tourism development is a non-priority direction of this bank, but it finances joint projects using export credits. The Bank encourages institutions that insure loans in the countries of potential suppliers, issues guarantees to predominantly competitive suppliers selected by tender.
Unlike the World Bank, short-term loans allocate International Association development, and the International Financial Society takes part in projects.
The European Union is also investing in tourism through the European Fund regional development(EFRD), which was founded in 1975 and provides financial support to the underdeveloped regions of the union. When awarding grants, the foundation gives preference to those projects that develop a type of tourism that is relevant today - rural tourism and that actively promote historical and cultural heritage region. EFRD grants are loans for special conditions for 40 years, and for the first 10 years they are issued at 1% per annum.
Among other organizations that finance the development of tourism, one can single out the European Investment Bank (EIB), which subsidizes the difference in interest rates from resources received in international credit markets at preferred rates, thus performing intermediary services. For example, the EIB has financed the construction of the Channel Tunnel, the construction of Disneyland Paris, the expansion of the airports of Frankfurt, Munich, Hamburg in Germany and Stansed Airport in the UK.
One of the main sources of risk when investing in tourism is its huge capital intensity in relation to operating costs. This is due to the high cost of premises and equipment. Capital accumulates slowly over a long period of time, and the return on investment is also slow. Therefore, the primary task is to reduce the cost of capital.
Due to the complex nature of the tourism service, it is impossible to solve all the tasks set for the tourism sector.
As for Russia, it receives tangible assistance from the World Tourism Organization. Within the framework of the sectoral support mission of the UN Development Program, an ecotourism project is being implemented in the Galichsky district of the Kostroma region, which is recognized by foreign experts as very promising.
But any international assistance is just assistance, and most often it is of a tactical, short-term nature. While we should talk about strategic, long-term investments in tourism facilities based on the use of budgetary and extrabudgetary funds, private investments of both domestic and foreign investors.
The investment mechanism used, at first glance, is quite simple and well-established: the accumulation of financial resources, their transformation into investments, investment management, control and responsibility for their intended use.
At the same time, it is obvious that tourism in the list of recipients of budget money will always be closer to the end. The line pursued by the Government of the Russian Federation on the use of non-inflationary methods of financing the budget deficit does not allow counting on the "mercy" of the state.
Attempts to transition the state to the implementation of a new competitive investment mechanism also did not give a noticeable effect. No real progress has been made on this path. Underfunding of planned investment expenditures has unfortunately become the norm.
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