We would like to present to your attention our ideas on how to improve the position of Russia in the world market of tourist services. Indeed, in our country there is a huge number of unique historical monuments, which few people know about abroad, but if they are correctly positioned, these monuments can significantly raise the position of Russia in the tourism market.
As previous studies have shown, the tourism potential of small historical cities is unusually high. However, the lack of information about most of them (those that are not included in the Association of Small Historical Cities of Russia), poorly developed tourist infrastructure, negates all their historical value. Therefore, in this paragraph, we will try to give objective recommendations to improve the situation in the tourism market of small historical cities in Russia.
Analysis of Russian and foreign legislation in the field of tourism makes it possible to identify provisions that were not previously considered in Russian regulations governing tourism activities, namely: the creation of a system of guarantees for the implementation of the tourist program, the development of qualification requirements for professional tourist personnel and their inclusion in the tourist licensing standards. firms, the development of provisions on liability for the inaccuracy of advertising of tourist services.
An important task of state regulation is to streamline property relations in the field of tourism services. It should be noted the priority of private ownership in the development of regional tourism. It is small and medium-sized businesses that are focused on the optimized use of available resources, a high degree of responsibility of the state authorities for the exploitation of the tourist opportunities of the territory.
State-owned enterprises, as a rule, are less profitable than private ones, have lower efficiency, have a weak susceptibility to innovation, and have an unjustifiably large management apparatus. Those. it is necessary to establish a system where the role of the state is reduced to the development of the social and institutional infrastructure of tourism.
It is necessary for the state to create stimulating conditions for private business, which will allow it to achieve a dual goal without significant financial costs: economic growth and budget revenues, on the one hand, and the development of regional tourism and its infrastructure, on the other. Although, in general, this trend has already been noticed by us as being implemented at the state level.
Many researchers recognize its program-targeted development as especially important for regional tourism. At the same time, the priority of state tax, credit and financial support for tourist entrepreneurship associated with the investment of significant public funds (credit benefits, subsidies, exemption from taxes, duties, etc.) is noted. Today, according to A.B. Krutik, it is quite possible to conclude that it is inexpedient to use such unprofitable forms of support in modern Russian conditions.
According to V.Yu. Ostrovskaya, the leading role should belong to more effective economic forms of state support, in particular, tax credits, tax and customs privileges, the organization of targeted investment funds, state guarantees for loans and leasing operations, as well as preferential lease use of state property.
Structural changes in the modern domestic economy suggest the need for a radical restructuring of regional tourism in small historical cities, primarily by changing priorities - the transition from an exclusive focus on elite tourism to the development of mass types of tourism.
The study of the tourism industry and the market for tourism services and consumer preferences made it possible to identify priorities in the development of regional tourism by types and forms of implementation of tourism services.
The main proposals for the development of regional tourism from the state are focused primarily on:
1. Development of social programs in tourism in small historical cities, development of study tours (specialized tourism), cultural programs (event tourism);
2. Stimulating the development of tourism infrastructure and tourism services in small historical towns;
3. Support of the material and technical base of tourism in small historical towns;
4. Restoration and repair of cultural and historical monuments in small historical towns;
5. Development of the tourist business environment (cooperation with scientific organizations, stimulation of tourist business in small towns and districts) in small historical towns;
6. Organization of information support for tourist facilities
regional significance in small historical towns;
7. Development of associations and associations of entrepreneurs in tourism and its infrastructure in small historical towns.
Let's consider the most significant problems hindering the development of tourism and offer solutions based on our knowledge and world experience in solving such problems:
1. Disappearance of cultural monuments. The solution to the problem is the development of a unified special program for the preservation of historical monuments, regardless of the significance of the monument (as experience shows, there are cases when, at first glance, an insignificant monument turns out to be the key to a more ancient history)
2. Poor development of tourism infrastructure. First of all, investments, possibly partial investments of interested firms with a guarantee from the state on the return of funds in the form of profits from tourism to investing firms.
3. Old car park. The solution will be to lower tax rates on buses imported for tourist purposes, or a preferential taxation system for this category of foreign cars.
4. Small flow of foreign tourists to small historical cities of Russia. The solution will be to reduce the cost of a visa to the country for foreigners and solve a number of these problems: stimulation of firms engaged in this segment of the tourism market, the creation of guides on small historical cities of Russia in foreign languages, advertising on the foreign market of a tourist product in small historical cities of the country.
5. Weak efficiency of government programs for the development of tourism in small historical cities of the country. To solve this problem, it is necessary to establish centralized control over the country's tourism market, develop new political and economic programs to support the tourism market. It is necessary to take into account the large geographical spread of small historical cities. Why it is necessary to improve the tourist network in the country. Of course, a start has already been made. There are online stores for the resale of travel vouchers in Russia. However, they are limited to the offerings of the primary firms. There is also the Association of Small Historical Cities of Russia, however, too few regions join it. It is necessary to increase the attractiveness of joining this Association. This, in our opinion, can serve the education of the governing bodies of the regions and small historical cities as well.
6. Informational lack of coverage of tourist products in small historical cities of Russia. The problem will be solved by creating specialized advertising, printing brochures and booklets for foreign guests and for tourists, creating specialized sites for small historical cities of Russia (at the moment, there is only one site covering the country's tourism potential in small historical cities of the country).
7. Quality of service. The quality of service, in our opinion, should be stimulated, first of all, in each individual institution. It is necessary to arrange checks of the quality of service, that is, it is necessary to establish state quality control so that it is also of a pedagogical nature. Businessmen in this area should be aware of the direct dependence of profit on the quality of service.
8. The high cost of tourist products in small historical cities of Russia. Only a comprehensive government intervention, the elimination of a number of problems that constitute a high cost, including the possibility of buying discounted train tickets for tourist travel to remote regions of our Motherland, can solve this problem.
Thus, if all these problems are solved, then our country will be able not only to earn a lot of money on tourism services, but also to show the whole world the diversity of our historical and cultural riches.
Attraction of investments in the region, development of tourism in the Pskov region are declared among the priority areas of the regional government. The recently created committee for tourism, investment and spatial development within the structure of the regional administration is called to help in the implementation of the tasks set. The chairman of the committee Natalya Trunova told Interfax about the goals and objectives of the new division, the problems to be solved in the first place, as well as the prospects for the development of the declared directions.
Natalya Aleksandrovna, the Committee for Tourism, Investment and Spatial Development has recently appeared in the structure of the administration of the Pskov region, for what purpose was it created?
From the name of the committee, it is already possible to draw a conclusion about the goals of its creation. The committee was created to develop these areas: tourism, increase investment attractiveness and spatial development of the region. Tourism is one of the main directions of economic development, which is indicated in the strategy of socio-economic development of the Pskov region until 2020, so it was decided to pay the most attention to it and expand its functionality. Our committee will be engaged not only in the development of tourism infrastructure, but also in the creation of such a direction as creative industries.
We will focus on expanding the range of our authentic products, not only souvenirs, but also interior items, dishes, gastronomy, clothing - in a word, everything that a tourist could take with him as a keepsake of the Pskov region.
Unfortunately, this sector is still very poorly represented and is not formatted. Of course, in the cities and districts of the region there are points of souvenir trade, but, making a comparison with European cities, we understand that such a volume and quality of supply that exists outside of Russia, unfortunately, neither in Pskov, nor even more so in the region - in there are no such unique places as Pushkinskie Gory, Pechory yet. At the same time, one should not forget that this is additional employment, new jobs for local residents. On the other hand, tourists could leave much more funds in the region than they are leaving now.
Other key areas of the committee's activities are investment attraction and spatial development. Why were they merged into one committee? In the field of investments, the main task at present is the creation of modern equipped sites - the so-called industrial parks. And this is directly related to engineering support and territorial development of individual municipalities.
Many issues related to investment attractiveness lie in the development of territories: the availability of territorial planning documents, the development of infrastructure complexes in the territory, which must be consistent with the development of the economy and the demographic situation.
What infrastructural tourism issues should the region first of all solve in order to increase the number of tourists?
There is a lot to do. The city of Pskov and the region undoubtedly have enormous potential in the field of tourism development. Even our neighbors, for example, Novgorodians, always emphasize that they have Novgorod, and we, besides Pskov, have many more attractive and interesting places for tourists. This is true. But Pskov and other facilities, despite their enormous potential, need to be put in order in an elementary way.
All cultural and educational tourism in the new format is urban tourism (unless, of course, this is a vacation on the beach in Egypt with a day trip to the pyramids). And the city should create such an atmosphere that one would like to live in it for four days, ten days. If we turn again to the European experience and look at tourist programs for cities such as Prague, we will immediately see that the tourist is offered 2-3 excursions, and the rest of his stay in the city is free time. And the city, in turn, should offer different options for using this free time: entertainment, shopping, visiting interesting objects that are not included in the standard excursion program, for example, objects of contemporary art. And an elementary walk around the city should be a pleasure.
Unfortunately, according to our preliminary calculations, only in Pskov it is possible to detain a tourist for 3-4 days, taking into account a leisurely acquaintance and living in the city, and now it is a maximum of 1 day. With the inclusion of Izborsk, Pechora and Pushkinskie Gory in the excursion program, in the medium term, a tourist's stay in the region can be increased from the current one or two nights to four or five. The key moment to achieve this goal is the improvement of the urban environment, the creation, development and introduction of creative industries into the urban fabric, the formation of new shopping streets that are associated with another type of pastime required by the modern tourist.
In addition, it is necessary to develop transport infrastructure - a lot depends on transport. Now a lot of attention is paid to the repair of roads and the growth of connectivity with other cities. So, last year a diesel-electric train to St. Petersburg was launched, air traffic was opened.
The third area, still underdeveloped, but which is the easiest to complete, is the information infrastructure. This year we will launch an information center in Pskov. A tourist site is in the process of reforming, for which a full-fledged English version will certainly be made.
Also, points for placing information about the city will be created: maps should appear in hotels so that tourists have elementary navigation around the city. There are already approved plans according to which at least 3-4 information stands will definitely appear in Pskov this year. In the short term, the creation of an information infrastructure is the most solvable issue, in contrast to the two above.
- What do you think about the prospects for the development of rural tourism in the region?
This is a very interesting direction for the region, given that 33% is the share of the rural population. But you need to understand that rural tourism will not give a quick economic effect and a significant increase in the tourist flow. Its share in the tourist flow can be no more than 5-7%, and then approximately by 2020. Rural tourism is very important, first of all, from the point of view of self-employment of the population.
Tatiana Nefedova, a well-known specialist in the development of rural areas, in her book "Rural Russia at a Crossroads. Geographical Sketches" analyzed such a phenomenon of Russian reality as dachas. Why is rural tourism developing in Europe? Residents of megacities travel to the countryside to interact with nature. In Russia, there has always been and remains such a phenomenon as dachas, which is practically absent in Europe. Most residents of Moscow and St. Petersburg still have their dachas. Therefore, if we evaluate this direction from the point of view of entering the market, the question arises: who will come? It will take at least 20-25 years until the generation of today's 25-30-year-olds, who are already accustomed to a completely different format of consumption (and they are unlikely to be satisfied with a holiday in the country, even at the pre-retirement age), will form a request for this type of tourism.
Of course, this infrastructure needs to be gradually created, but rather not as just rural tourism, but combined with recreational and ecological tourism. For example, already now, within the framework of the Danish-Russian program of assistance to the economic development of the Kaliningrad and Pskov regions in the Pytalovsky region, such a project is being implemented to create rural ecological tourism, where there will be houses for living, and it will also be possible to do something with your own hands, get acquainted with rural activities, play on old instruments. Rather, it is such a "mix" that may be of interest. In its purest form, rural tourism requires training of people, a certain type of service, a culture of dealing with people.
We have unique cases: this is Olginsky Khutor, this is "Honey Khutorok", this experience, of course, needs to be disseminated in the region. We have developed a joint action plan with municipalities for the gradual development of rural tourism, within the framework of which a system of information support is being formed: a manual is being developed "How to create your own guest house" districts of the region, etc.
The Concept of the strategy of social and economic development of the Pskov region until 2020 announced the formation of new tourist brands and new tourist routes, as well as a new event series. What new brands and new events does the region need and is it not more effective to develop the existing ones: the Pushkin Festival, the theater festival, the historical reconstruction in Izborsk, and so on?
Everything that is already available, of course, needs to be supported and developed, new products should be formed within traditional events. But what does the European experience show, and what did the All-Russian Maslenitsa, held in Pskov in February, show? The economic effect is provided mainly by city holidays, primarily due to active consumption. People go, buy, eat, rest. Due to this, shops, catering, souvenir shops operate at a profit.
Therefore, our task is to make sure that there are many more city holidays, and not only in Pskov. They create a rhythm for the city. For example, in Germany in the summer there is not a single week without some kind of holiday, which is accompanied by a concert, performance of a local theater, etc. So Europe pulls people out of TVs and barbecue, people communicate and spend their free time in the city. Of course, the city needs to be put in order so that people want to be in it.
Now the event calendar of the region is very sparse. We are faced with a task - next year we must have a plan of small, not grandiose, not Russian events, but it must all the time entice. Potential tourists should be aware that if they miss one event, they will go to the next. Plus, this is also the generation of a second visit to the region, which is very important. According to the research results, it turned out that even in St. Petersburg there is no return tourism. And this is a big problem that Peter is working with due to event tourism, the development of new types of recreation, and cruise communications.
And what is your attitude to the initiative of the Governor of St. Petersburg Valentina Matvienko to create the Silver Ring tourist route in the North-West?
A very interesting initiative. In the strategy of socio-economic development of the Pskov region until 2020, the development of more complex routes is declared as one of the priority areas. And when the main driver of the tourist flow in the North-West acts as the initiator, it is wonderful. Petersburg is very actively working to expand its tourism product, and we can help with this. And we, in turn, have the opportunity to use this powerful resource. Let us have 5 percent of this tourist flow. If we can digest this flow, form the necessary tourist product, taking into account the roads, transport, logistics of our display facilities, it will be great.
We have already declared our readiness to cooperate, now we are forming a working group, we are working out our proposals for this project.
When creating your committee, it was stated that it was necessary to develop new forms of attracting investment to the region. What are these new forms and what has already been done in this direction?
The forms of attracting investment to the region should not be new, they should be rather traditional. In the near future, we will launch a targeted mailing list for investors. We will hold several road-shows for investors in different areas: agriculture, tourism, hotel infrastructure, various types of industry.
On the one hand, a mass information attack will be carried out, on the other, work on the creation of industrial parks, which we have already begun. For investors, the main question is how quickly access to land and all infrastructure support is resolved. As soon as we reduce these terms to a minimum at the expense of these sites, our rating in the eyes of investors will grow.
What major investment projects have been launched in the region since the beginning of the year and which industries attract investors in the first place?
Now there is an upturn in agriculture: we have a fairly large number of investment projects, primarily in the meat sector. So, quite recently, an agreement was signed with the Velikie Luki Meat Plant on the creation of a pig-breeding complex on the territory of several districts. Investors are also interested in wood processing, production of fuel pellets (pellets). There are several large projects for the construction of logistics complexes at the main checkpoints - Burachki, Shumilkino and others.
There are a number of interesting investment projects in the hotel infrastructure that will be launched in the near future.
The key moment for us is the development of industry, those industries that have the potential to attract large companies: mechanical engineering, electrical engineering, building materials industry and other areas.
Tourism is developing at a fantastic rate in Russia now. People began to live better, incomes increased, which means that the field of activity for firms operating in this area has expanded.
How to start a travel business? Like any other, with planning costs and income. In the article we will talk about what a travel agency's business plan should contain, how to properly organize a business, form an assortment of tours, and choose partners.
Choosing a direction of work
This is the first thing you will have to face. All currently operating companies can be divided into two groups: those that organize and implement their own tours, in a word, tour operators, and those that specialize exclusively in selling offers from domestic and foreign companies, that is, travel agents.
Of course, it is more profitable to work according to the first option, but the risks are also higher. In addition, the start-up capital is very large. Therefore, it is safer and easier to start an activity with the implementation of ready-made tours of reputable tour operators. Organization of a tourism business in this case will require much less investment from you, you can start with a capital of 200 thousand rubles (of course, this is the minimum figure).
A travel agent is a kind of intermediary between a large company and a buyer. But this does not mean that you should sell tours strictly at the price determined by the tour operator. For example, the organizer of a tour to America offered you a route worth 80 thousand rubles for implementation on the condition that you take 10 percent of the tour price for yourself. You are selling a ticket in your city, where there are no more similar offers, more expensive, say, for 100 thousand rubles. The benefit is obvious - your income increases.
Travel business. Where to begin?
After you have decided on the direction of work, you should register your company. You can create a legal entity, or you can function as an individual entrepreneur. As practice shows, for work in the field of tourism it is better to give preference to LLC. The key point in such activities is the trust of clients in the company they choose, and people trust legal entities more than individual entrepreneurs.
A fee of 4000 rubles is charged for the registration of an LLC, you will also have to make a seal (another 400-600 rubles) and certify the constituent documents with a notary (about 1000 rubles). The authorized capital must be at least 10,000 rubles, at least half of it must be transferred to an account opened with the bank (you will also have to pay about 500 rubles to open an account). Upon registration, the company will be assigned OKVED 53.30 "Activities of travel agencies". Thus, the minimum amount that you will spend on the registration procedure is 6,000 rubles.
License and taxes
What else do you need to open a travel agency? Previously, it was required to obtain a license, but since 2007, compulsory licensing has been canceled. Therefore, it remains only to choose the object of taxation. The work of travel agencies falls under the STS. There are two objects at your discretion: income (6 percent rate) or income minus expenses (15 percent rate). The second option should only be chosen if a large proportion of the cost is expected.
Room selection
This step should be done even before the registration process. And you will not be registered if the company does not have a legal address. Of course, it is best to locate the agency's office in the city center, but focus primarily on financial capabilities. Pay particular attention to the design and furnishings of the room. In essence, a travel company sells promises, "air", a person gives money now and receives a service later, so an atmosphere of confidence should be created that the savings are going into safe hands.
Office equipment
Do not forget about office equipment: the office must be equipped with a computer with Internet access (one will be enough for a start), a telephone, a printer, a fax - without all this, work cannot be organized. Furniture costs will also be rather big. A computer desk costs at least 6,000 rubles, a swivel chair - about 3,000 thousand, you will also need to buy chairs for clients, a sofa for waiting, if a queue suddenly forms, a coffee table where brochures, leaflets, etc. will lie.
On average, the cost of buying furniture will be 30-60 thousand rubles. On office equipment, you will need to spend somewhere in the 50 thousand rubles (with a conservative estimate). Yes, it's not cheap to have your own travel agency! The business plan should also include an estimate of the monthly office maintenance costs, which will include office supplies, utility bills, Internet, telephone bills, and more.
Partner selection
Finding the tour operators you want to work with is what you need to open a travel agency, among other things. Today there are many operators on the market that organize tours in all sorts of directions. An important point: you need to work only with trusted companies.
Many entrepreneurs who are just starting the development of the tourism business make a serious mistake. They strive to cooperate with tour operators offering tours at the lowest prices. As a rule, such firms turn out to be unreliable. To avoid unpleasant moments, choose companies that have already established themselves in the market.
Be sure to find out which tour operators have offices in your city. By working with them, you will get rid of a lot of hassle. The entire documentary turnover is carried out at the head office, if you have a representative office, you can directly submit documents, which is very convenient.
Staff recruitment
It is imperative to include information on personnel and payroll in the travel agency's business plan. A small company can consist of only four people: a director, a manager, an accountant and a janitor. When combining functions, the staff can be even smaller.
10.09.2012 | What needs to be done to develop rural tourism
"There are examples when the dying villages were able to survive precisely with the help of the development of agritourism - through the revival of folk crafts, traditions of the production of natural products. All this can be interesting for a modern tourist - believe me, there are people who are ready to travel thousands of kilometers for this", - Taras Astakhov, head of AgroTourism-Association, sincerely believes in the bright future of rural tourism in Russia. Having visited Belokurikha at the corresponding forum this summer, he confirmed his opinion - rural tourism is entering a new stage of development today. And if in the near future a law appears in Russia that will determine the place of this type of activity in the system of economic relations, then we can expect almost a boom in the development of agritourism.
Taras Astakhov, head of AgroTourismAssociation. Photo from the archive of the editorial office.
- Explain why rural tourism needs its own law?
- To define the concepts. Rural tourism exists at the intersection of agriculture and tourism, but it cannot be guided by the categories of these spheres alone. It is necessary that people understand that this business can be done in a simple, technological and understandable way. That it can bring additional income, keep people in the countryside by creating jobs and attract real tourists. Rural tourism can actually be the impetus for the development of individual villages and even entire districts. In the meantime, the owners of rural houses often do not even want to "show" themselves. They are afraid that the tax authorities, Rospot-Rebnadzor, firefighters and other inspection bodies will come.
- Can we say that rural tourism as a phenomenon already exists in Russia?
- Yes, and he has many completely different and very interesting faces. After all, each region has its own specifics.
For example, there is a completely unique Kaliningrad region. Before World War II, it was part of Germany. And today, half of the region's tourist flow is made up of Germans and residents of other European countries - these are people who come to their homeland. In 2008, on an expedition, I myself saw a German who, together with his family, covered more than 1,000 km on bicycles to come to the places where he grew up. And he stayed there not in a hotel, but in a country house. Yes, this region has a certain advantage - it is surrounded by European states, from which it adopts advanced positive experience, including in the development of rural tourism. For example, in Germany, as well as in Poland, Lithuania, etc. And today the Kaliningrad region is already far ahead of many other regions that develop rural tourism.
Another example is Karelia. They have Finns nearby, who "practice" traditional rural recreation in wooden houses on the shore of lakes (hunting, fishing, sports, ecological tourism). Our region is also adopting this experience, and today there are a lot of such houses in Karelia. In addition, there are several Finno-Ugric ethnic groups there, and the European Union allocated funds specifically for the revival of villages and the preservation of their culture. And if we continue to develop this, it will be very great.
Or let's go to Siberia - to Buryatia. This is another look at rural tourism: people who have preserved their culture and way of life as if in a shell - they did not let anyone in for a long time and did not go anywhere themselves. This is a unique phenomenon. And getting on the street of such a village, you seem to wind back time two or three centuries ago: a special speech, a special way of life, and all this was not created artificially.
Everything I am talking about is already there, and you can come there. And there is an audience - people who are interested in traveling exactly to such places and in this way. Therefore, we need integration between the regions, explanatory work - here, look how they do it here, and maybe you will learn some experience for yourself.
There are few signs on the fence
- You have been to Altai. What can you say about local rural tourism?
- It was a great discovery for me that in Altai it is really developing en masse. We took a car and drove through the villages along the Katun - everywhere there are signs "Rent a house for tourists", etc. They are, and in large numbers, this is the proof of the existence of rural tourism. This means that anyone passing by can relax not just in a hotel, but in the countryside, and it will be convenient, inexpensive and, perhaps, they will tell you something that you cannot recognize anywhere else, and treat you with something that you will not try in a cafe. Rural tourism is irreplaceable in that it gives the traveler the opportunity to communicate with the owner directly. This is in Altai.
- Would you advise, for example, your friends to spend their vacation this way and exactly here?
- Why not? And it would be even better if those who try such a vacation have the opportunity not only to tell their friends about it, but also to show clearly all these possibilities on some website.
During our trip to Altai, we also visited Lake Teletskoye. And I counted about 40 rural houses there, and there are probably even more of them. But on your own sites or pages on some thematic resources or from tour operators, you can find only a few of them. I looked at these houses - many of them have very good conditions, but only those who were driving past and accidentally got there know about it. And many of them are not in Artybash, where there is an asphalt road, but on the other side of the lake - in Iogach, where the road is unpaved. And now a person who drives his car and is looking for housing at random, may not go on a dirt road, if he is not going somewhere specifically. Therefore, the probability that someone new will see that there is a very good guest house somewhere on the other side is small. This is what needs to be explained to the owners of the estates - it is necessary to engage in promotion.
But when you start explaining, people, unfortunately, think: "I am being cheated on money again!" It is necessary that time passes and with the help of word of mouth they themselves find the answer to the question: "Why don't they come to me, but the neighbor has guests all the time?" And so that just a neighbor, and not a clever uncle from some organization, would answer him: "That's why they don't go because you have no progress." After all, many do not even suspect that this is a separate work, and if sold through an operator or resource of some association that, say, promotes rural tourism in the whole region or country (this is done in Italy, Austria and other European countries), then in as a result, it will be cheaper and more effective than the sign on the fence.
- That is, one way or another, you need to live according to the principles of tourist business?
- At the very least, you need to interact with the tourist business, and this can be of interest to both parties. On the one hand, the owners of the estate can offer their guests services, for example, a tour desk and receive a small percentage for this - and it will be more interesting for tourists, and other market participants will be able to earn money. On the other hand, this communication can also be initiated by domestic tourism tour operators, including the most interesting estates in their routes around the region.
What we know about "AgroTourismAssociation"
The AgroTourismAssociation was founded in 2005. According to the head of the association, the main task of the association is to popularize rural tourism. She is engaged in the publication of teaching aids and recommendations for those who plan to engage in this type of activity, and also unites owners of rural houses in Russia on its website. Today, over 1 thousand rural estates are registered on the Agrotourism website, of which 334 are from the Siberian Federal District.
Europe is far ahead
In Western and Central Europe, rural tourism began to develop at the beginning of the 20th century, and the first association in this area was created in France in 1955. Rural tourism in the EU today is 500 thousand enterprises, 6-6.5 million beds, 20% in the market share in the tourism sector, 15% of the European tourism potential.
The most active regions in the field of agritourism
Lending by "Rosselkhozbank" to personal subsidiary plots for the development of rural tourism:
- 2008 5 credits (1 million 350 thousand rubles).
- 2010 265 loans (35 million rubles)
4.1. Constraints
Modern understanding of the role of tourism. Despite the rapid development of tourism in the 1960s and 90s, it is still a phenomenon, the significance of which is not always properly assessed in the political, economic and social life of society.
The current situation in the country is due to the importance of new goals set for society, which should take into account certain structural changes of a socio-political and economic nature; the need to meet material needs and revaluation of intangible values.
Noting the trend towards stabilization of world tourism, one should point out the importance of taking serious measures to rationalize it within the framework of the Commonwealth of Independent States (CIS), its economic and social order. Such rationalization could, on the one hand, make it possible to substantiate the future development of tourism on its real motivations, on the other hand, to allow sovereign states, various tourism organizations, state and privatized tourism sectors to realize their responsibility for the Lurisga-excursion sphere and exchanges acting as a means stabilization, improvement of the quality of life and achievement of more balanced international development.
For Russia, the new goals point to the paths that suggest a different development, and by no means a correction of the current state. These include: new models of development, management and management; efficient use of mobile resources; increasing the role of the individual and local communities, regional and territorial bodies and tourism enterprises; overcoming financial, economic and social difficulties; further expansion of mass tourism; organization of new forms of leisure activities; the functions that the state should undertake; changes in the production and accounting of tourism services; development of new models of economic management and various forms and means of tourist exchange; study of concepts related to wages, income and labor motivation, humanitarian and social relations, ecology; implementation of technical cooperation programs with the participation of domestic and foreign investments, etc.
Observations and expert assessments of the current state of tourism in many countries show that the development of foreign tourism should be accompanied by similar efforts in promoting domestic (national) tourism programs. Within each country, domestic tourism contributes to a more balanced position of the national economy due to the redistribution of national income, a deeper awareness of the community of interests and the development of activities that are favorable for the country's economy as a whole.
When determining the directions of social, cultural and economic development of the country, one should comprehensively take into account the national and international tourism activities, which are an integral component of the necessary transformations, which are based on the complete and harmonious development of the individual; equal rights of peoples in determining their destiny; the human right to respect for his dignity and individuality; recognition of the identity of cultures and respect for the moral values of peoples.
Taking into account the above, in the conditions of market relations, the tourism sectors (state, social and privatized) need to pay due attention to the consolidation of national forces in order to develop domestic and international tourism and recreation, based on the widespread use of vacations and travel by various segments of the population, as well as on the movement of persons, for various reasons, to ensure the orderly development of tourism in harmony with other basic needs of society. This approach makes it possible to more specifically identify the acute problems of today's domestic tourism infrastructure.
The first and obvious problem is the lack of coordination of Wuxi-ndi in the development of national tourism. As a result, there is a new impetus for disunity not only at the intersectoral level, but also in intrasectoral structures. It seemed that practice boosts the variety of forms of management and economic regulation of tourist flows and services, but the prevailing stereotypes of management are rightly associated with uniformity, although behind it is the depletion of not only management techniques and methods, but also of the tourist product itself, and a narrowing of the scope of the population with tourist activities.
A latent and explicit struggle for priorities and leadership in central structures should give way to more democratic forms of organizing domestic tourism, both within national borders and at the international level.
The next aspect is the poverty of the management culture of tourism, which gives rise to three negative phenomena: commercialism, bureaucracy and uneven development of opportunities for national and foreign tourism in certain regions and for the main social strata and groups of the population of the country.
New vertical associations can and should create their own chains of services, routes, joint ventures, but by no means have the right at the sectoral level to authorize the creation of new enterprises, including joint-stock or subsidiaries, or to impose a ban on them. This is the prerogative of the initiators themselves, including in the system of social tourism.
Depending on the status, the members of the joint-stock company enjoy a bank loan, scientific research, educational programs, scholarships for training, benefits for the acquisition of new technologies, information and computing equipment and software programs, unique domestic and foreign projects. The same principle determines the amount of contributions to society, the degree and amount of participation in international programs. The joint-stock company retains: the organization of sectoral vertical structures; managing them; methodology for determining the standard and class of service; certification, licensing and attestation of tourist sites, routes, personnel; establishment of the procedure for the issue and sale of shares and other securities, including traveller's checks and financial and credit documents.
The implementation and formation of a tourist product, commercial activities, contract work with personnel and their training, the development of the tourist infrastructure of an enterprise or society are the absolute prerogative of production units and farms. These enterprises and associations themselves must determine the feasibility of creating regional and interregional complexes, groups, concerns, councils and other formations of a tourist profile.
Only in these conditions can a civilized association of both direct tourist and social state, scientific, educational, transport, construction and other organizations be created to increase the country's tourist potential. Being the operational manager of tourist property, such a joint-stock association, having a qualitatively new status, could turn into practically a social-state association of shareholders, which economically and organizationally does not infringe upon the rights and responsibilities of its associates (shareholders).
Fixed assets should be at the primary level, using and reproducing them. The task of the subsequent management links in the hierarchy, if they are needed by the primary production link, is the joint actions of a group of enterprises and associations, the coordination and effective use of these funds on the scale of a specific territory, an increase in working capital, and the creation of a tourist infrastructure on the basis of these funds. All this should constitute the process of creating a truly necessary tourist property for all.
The local tourist infrastructure is undeveloped: there are no tourist canteens, routes, auto enterprises, dispensaries, leisure centers, especially in places of mass stay of vacationers. In other words, the task of introducing tourism into the sphere of everyday reproduction of the productive forces of a person, his physical and moral recovery is not solved in the social aspect, and therefore, economically. The social function of tourism should solve the economic and social problem of new forms of tourism and be implemented on the basis of the main, primary, link in the production of services - at enterprises and in tourism institutions and around them.
The development of commercial interest and entrepreneurship is closely related to the integration and cooperation with various organizations, with the possibilities of small business in the structure of existing enterprises (hotels, restaurants, leisure centers, tourist clubs) and around them. Unfortunately, the significant duration of the "off season" speaks of the inability to organize the tourist offer, the cycles of recreational activities (leisure and recreation), taking into account individual and group Boston consumers.
Tourist literacy of professional workers in the field of recreation and leisure is the most important task. Currently, proposals have been developed for the continuity of training for specialists and personnel, including a project for the formation of an integrated research and production center with international structures. The essence of the project, firstly, in the targeted financing of training and education programs for qualified workers. There is only one source here - production costs. But secondly, in the sequence of training. Here it is necessary to distinguish between several levels and stages: 1) vocational guidance (sectoral course network, industrial and economic studies, schools and seminars). This level is quite widely developed in all subsystems of tourism, it should be improved by regularly updating training programs; ? -) training of personnel and specialists; 3) postgraduate training, i.e. retraining and advanced training. This level should also be mainly implemented at the cross-sectoral, or departmental, level, where the leading role should belong to the leading institutions of tourism departments.
4.2. Unity and diversity of understandings and definitions of tourism management
Man of the XX century. created the science of management in the broadest sense of this concept, which is commonly used, including in the topical issues of modern tourism.
There are many definitions of the concept of "tourism management" used by scientists and practitioners. Management is presented as a complex system of interdependent subjects, values, disciplines and methods developed to overcome the myriad and varied in magnitude problems, difficulties and uncertainties that are inherent in tourism. The constant search for more and more effective management solutions, concepts and processes to curb the natural consequences of tourism acts as a competition with time, a desperate fight. The cost of losing is tourism extinction. While the price of victory can become an impetus for the development of tourism activities at a higher quality level. Today, it is the scientific approach to managerial decision-making that is relevant.
Some senior executives tend to tackle issues of human justice, philosophical values, and countless other elements of governance. Based on this, the emphasis in this chapter is on strategy, rather than on the actual science of management. The choice was made, of course, deliberately and easily explained.
At the same time, there is a growing concern among reflective managers that the problem may gradually approach the scientific completion of the entire management spectrum of tourism. And in this sense, it is important to identify two different real dangers.
On the one hand, the likelihood increases that the image of management as a professional career begins to lose its attractiveness among the most capable young people. One of the reasons is the lack of human participation. Young people see in management a system of increasing facelessness, that is, a state when an invisible monster throws out a programmed decision that subordinates a living being (person) to the system. This reaction of thinking people in this case is clearly distorted.
It becomes obvious that even in the XXI century. the quality of management will depend on the personal qualities of the manager. Vision of the situation, honesty, fairness, other social and moral values - all this will still be necessary in management. Even today, this is the common denominator for sustainable and thriving tourism organizations. The viability of every organization that has demonstrated its success over a long period is directly related to the ability of the people. Management science has no future if this connection is weak.
On the other hand, the exceptional scope of scientific understanding of management methods is fraught with danger directly for practicing managers. The expanding universality of new management methods has led to an alarming tendency for many managers to become prisoners of these methods themselves, rather than using them as tools for action.
Management methods will in fact become more specialized, because management itself as a function is the general basis of any process.
4.3. Awareness of the need to change strategy
For any industry, and especially for tourism, economic competition, technological changes, government policies tend to be constantly changing. Tourism products invisibly pass through the entire life cycle, from the period of origin to full implementation, and sometimes periods of decline. The basic tourist offer in the form of gurs, routes and programs has its own characteristics and stages of the cycle. Different types of cycles are evident in the field of tourist consumption (breakfast - bed, board, half board, service).
The business strategy must change and, if necessary, change rapidly, taking into account the emerging economic circumstances and changes in the tourist circulation. In the first phase of product development (concept and innovation), the decision point can be important. In the second stage, skillful marketing and effective control of the distribution network become more important elements. At the final stage, control over current costs becomes vital. The company needs to make sure that nothing goes beyond its specific boundaries at each stage of development. However, timely awareness of the need for changes in the adopted strategy is essential in maintaining tourist appeal.
The importance of changing entrepreneurial strategies in order to adapt to changing environments can be easily illustrated.
Fifty years ago it was impossible to imagine purchasing a tourist product on credit. Today, in the context of the growing demand for trips abroad, many travel organizations provide loans for the purchase of a voucher for rest or travel abroad. Now there is a need to convince people to use this opportunity within the framework of a variety of proposals. This tactic helps companies to increase their tourist attraction, and therefore, to increase revenue and profitability.
An illustrative example of the need to change the changed economic circumstances of the tourism management strategy was the increase in 1997-1998. requirements of Russian tour operators and travel agents for the protection of interests within the Russian hotel and tourist and excursion business. It is no coincidence that 1998 was held within the framework of the preparation of the draft Law of the Russian Federation "On Social Tourism" 1, the recreation of the All-Russian People's Tourist Society (VNTO) 2, the preparation of the National Congress of Tourism 3, as well as an active discussion of the problem of inbound (for Russia) and domestic tourism 4.
Not every travel company or association is willing to refuse to work on domestic and local tourism programs. At least the boards of several organizations, for example NTA 5, OJSC TsSTE-Intour - Central Tourism Council, RMAT 6, openly announced their intentions to re-engage in tourist trips and travel along the routes of the Russian Federation. These organizations are persistently taking the initiative to restore employment of tourist personnel in domestic tourism and hospitality enterprises. The same intentions are shown by the management of the Izmailovo tourist complex, Verkhnevolzhskaya CJSC and many others out of 10 thousand enterprises and institutions of social tourism in the country. In conditions of fierce competition, when a foreign tour operator owns 85% of a tourist package for trips abroad in Russia, the leadership of domestic tour operators and travel agencies again returns to organizing local routes, defining regional policy, and reviving the tourist expedition "Russia - My Motherland". The above example illustrates a very simple proposition: management that sees the trend better than its competitors will be more successful in supporting the development of its economic goals.
Awareness of the need to move to new areas of activity. However, discerning management is still making changes in its entrepreneurial course. The time will come when the growth in the cost of services and tariffs in the tourism business will fall. Most companies need to be fully involved in new business if they intend to develop further.
Checking new areas before investing. Not all travel companies looking to meet new types of business achieve the expected development. In fact, many are actually experiencing declining economic efficiency. This frustration almost always comes because the board has failed to address the following critical points:
How attractive in terms of economic characteristics and vital is a specific sphere of tourism?
- What market and technological efforts could the company make to open a new business?
It is pertinent to highlight two tendencies. First, multiple boards are emotionally and quickly drawn into a new perspective. Second, they are reluctant to cut back once established “reliable” products, even if they are already losing money and do not make adequate investments for return. And if the boards feel obligated to justify the continued loss of business or production, then they turn to statistical manipulation and reference to contingencies.
Oftentimes, management does not realize that the financial resources and management skills needed to prop up a dying business can be used more profitably in other situations. For example, the Turkish business in the Russian tourist market has gone to an unprecedented simplification of administrative formalities for Russian tourists visiting Turkey. By drastically reducing the cost of a visa, abandoning bureaucratic procedures and improving information and hospitality, overcoming the language barrier in serving tourists from Russia in his country, he (business) achieved impressive success in a year or two, switching the tourist flow from Russia to Turkey instead of Greece.
1 See: Actual problems of tourism: Sat. reports, theses and messages of the II All-Russian scientific-practical conference. In 2 hours - M .: RMAT, 1998. - Part 2. - S. 3-6, 7-10.
2 See: Actual problems of tourism: Sat. scientific papers. 1996-1997 Issue 1.-M .: RMAT, 1997 .-- S. 97-129.
3 See: Actual problems of tourism "98: Collection of scientific works. Issue 2.-M .: RMAT, 1998.- S. 18.
4 See: Ibid. - S. eighteen.
5 NTA - National Tourism Association.
6 RMAT - Russian International Academy of Tourism.
4.4. Focus of tourism and exchange programs
Tourist activity provides great opportunities for the manifestation of public initiative, amateur performance of the population. Changes in the nature of work (a decrease in the share of manual, monotonous and low-skilled labor, an intensification and growth of its productivity) not only lead to an increase in the amount of free time, but also pose new problems in social policy to the entire sphere of leisure and its organizers. The mass of this time is a fertile field capable of performing a number of functions for the entire society, labor collectives and for each of its members to preserve and restore labor potential and health, spiritual, cultural, moral and physical development, as well as to restore the ecological structure.
Over the past decades, the workweek has shrunk by more than 18 hours. Now its duration on average for workers and employees is 40 hours. The duration of leave for most categories of workers is 30 calendar days. The growing importance of free time requires taking it into account as one of the most important criteria of social production and development.
It is necessary to provide for: the interconnected development of various forms of organization of physical culture, sports and tourism in the field of production, at the place of residence; improvement of the material base; efficient use of sports facilities; production and provision of the population with sports equipment, tourist equipment; training of trainers, methodologists, guides.
The sphere of organizing recreation in our country should turn into a large economic complex with a developed material and technical base. Moreover, this area will undoubtedly act as a base that forms a specific economic complex around itself. Tourism activities will have a serious impact on the functioning of transport, energy, production of consumer goods; will contribute to the restructuring of the work of trade, communications, utilities, cultural institutions, health care, etc.
In addition, by intensifying tourism activities, it is necessary to take practical measures to overcome the negative trends that have developed in tourism and exchanges in the 90s. XX century They were caused by: uneven territorial and specific development of tourism and exchanges, and, consequently, insufficiently consistent and uneven participation of various social and tourist organizations in it; ineffective use of the existing placement fund; slow rates of commissioning of new facilities and lack of attention to reconstruction, modernization, increasing the comfort of the existing tourist production base, the construction of which was carried out in the 50-80s; an imperfect network of transport and excursion services, self-supporting tourist activities, tourist rental, sale of tourist goods and souvenirs, services of cultural and sports institutions through tourism; a sharp lag in the development of intermediary activities of tourist organizations and a sales network; the ineffectiveness of the existing by the 90s. methods of planning and management and, finally, the needs for a higher level of organization and management of tourism.
The fundamental principles in the field of tourism, excursions and recreation are to increase the responsibility of tourism organizations and their structural units for the implementation of specific programs for the development of the sphere of tourism services, ensuring their availability for consumers with different levels of material security. At the same time, it is inappropriate to take into account the further development of payments and benefits for needs, which previously constituted the vital rights of citizens to work, rest, health care, material security "in old age, housing, education, the use of cultural achievements, freedom of scientific, technical and artistic creativity. And yet, the provision of services to the population, manifested as a material guarantee of their social rights, is closely related to the need to satisfy growing demands and interests in creating an extensive and efficiently operating system of paid services.
Further development of tourism should be based on the following practical actions and measures of a socio-economic nature: strengthening tourist and excursion activities among all groups and strata of workers, military personnel, student youth, veterans and the intelligentsia; improving the quality of tourist services; changes in the organization and management of tourist and excursion work; development of the material base of national tourism; widespread use of cultural and educational tourism for the rational organization of free time, strengthening the health of citizens; improving the content of tourism and exchange programs; increasing attention to the selection and training of professional organizers, personnel and tourism workers; development of promising schemes for the development of tourism, excursions, exchanges and recreation both at the social and at the state-territorial level.
At the same time, it is necessary to direct efforts to develop the content of the tourist and excursion sphere at the place of residence, work and study of the population.
Ensuring the availability and mass character of tourist and excursion freedoms of citizens should include: improving the quality of tourist services; raising the level of culture; introduction of progressive forms, methods and technologies of service; organization of new types of services; overcoming the differences in the provision of tourist and excursion services to the population in large and small cities; increasing the volume of tourist services for rural workers; rational placement of a network of tourist enterprises, excursion and recreation institutions, bringing them closer to the place of work, study and residence of people; ensuring the operation of these enterprises at a time convenient for the local population; the availability of the main types of tourism, excursions and exchanges for all groups of the population; study of the demand and the peculiarities of the formation of the needs of the population for the main types of tourist and excursion services; expansion of exchanges and excursions by improving the use of the existing material tourist base; increasing the efficiency of capital investments; the direction of capital investments mainly on technical reconstruction, modernization and improvement of tourist infrastructure (increasing comfort, arrangement of recreational areas, engineering zones and communications, etc.).
It is necessary to ensure the further development of tourism through the reconstruction and expansion of its own material base with the attraction for this purpose of the resources of other sectors of the economy and foreign investors; to carry out the construction of tourist hotels, bases, campings, motor transport companies, cable cars, restaurants, cafes, canteens, shops and other trade and catering establishments, consumer and municipal services, commissioning of residential buildings, kindergartens and nurseries for the needs of service personnel.
The same goal should be served by: rational use of fixed assets by extending the season of operation of tourist facilities, introducing progressive forms of service to the population; wide rental of tourist and sports equipment, caravan trailers for cars for autotourists, bicycles and boats; training tourists in skills and ability to engage in various types of tourism and sports; creating conditions for expanding the tourist recreation of parents with children; development of a network of tourist routes with active modes of movement, walking, mountain, cycling, equestrian, water, skiing and other types of tourism; the use of tourism, exchanges and excursions in the educational process in the study of the history, nature and culture of the native land for vocational guidance of students.
In the new conditions, the role of local authorities is increasing. They constantly pay attention to the issues of tourist excursion activities, the needs of tourist organizations. Land plots are allotted in accordance with promising tourism development schemes for the construction and reconstruction of tourist facilities in places most favorable for recreation and tourism, premises for the accommodation of tourist enterprises, institutions, clubs, rental offices of tourist equipment and equipment, trade and souvenir services for tourists on highways and tourist centers, etc.
The following are responsible for improving the culture of service: joint efforts of tourist organizations and cultural institutions to significantly increase the number of museums, art galleries and exhibitions included in the routes and objects of visit; intensification of work on the restoration of historical and cultural monuments; widespread use of the services of theater and entertainment enterprises; referral to tourist and excursion organizations and to passenger ships of cultural workers, librarians, artists and musicians.
Improvement of the quality and expansion of the sphere of tourist-ski-excursion services should be promoted by: establishment of production of prefabricated wooden houses, special tourist furniture, towing ski lifts, advertising and informational literature and souvenirs; supply of additional buses and other necessary machinery, inventory and equipment.
The group nature of tourism is directly related to such an urgent problem as environmental protection. Collective trips strengthen human contacts with nature, develop in tourists a sense of respect for it.
For Russian tourism at the beginning of the XXI century. the task is to clearly define the functions of organizations involved in the protection and development of historical, cultural and natural heritage in order to develop the industry and, above all, the activities of non-profit cultural associations and various foundations.
At the same time, it is possible to highlight the optimal forms of assistance and participation of tourism organizations and associations directly. This is the adoption of standard measures to identify the resources of cultural tourism; ensuring better coordination, combined with the activities of various cultural organizations, in terms of the use of historical, cultural and natural heritage for tourism development through appropriate planning measures; legislative regulation; the allocation of the necessary financial resources for these purposes; promoting all forms of cooperation on the basis of bilateral and multilateral cultural tourism programs to ensure integration at the sub-regional, regional and global levels.
4.5. Ways of developing cultural tourism
Culture is the fundamental basis of the process of development, preservation, strengthening of independence, sovereignty and identity of peoples. The purpose of the development of culture is to ensure the well-being and meet the needs of society and each person. This means that every person, every nation has the right to receive information, acquire knowledge and share their experience.
The similarity of the paths of the historical evolution of culture and tourism predetermined the commonality of new methods of approach to their further development: over the past forty years, the process of democratization of culture and tourism has been taking place in most countries of the world. Culture and tourism are an integral part of human life. Self-awareness and knowledge of the surrounding world, personal development and achievement of set goals - all this is unthinkable without gaining knowledge of the cultural nature at home, at work and while traveling.
Over the past decades, the concepts of "culture" and "tourism" have expanded, and there are still no definitive and generally accepted definitions of these concepts, since they are in the process of transformation. At the Mexico City conference (1981), two definitions of culture were used. One is of a more general nature, based on cultural anthropology and including everything that man has created in addition to nature: all areas of social thought, economic activity, production, consumption, literature and art, lifestyle and expression of human dignity.
The other is of a more specialized nature and is built on the "culture of culture", that is, on the moral, spiritual, intellectual and artistic aspects of human life.
The concept of tourism has expanded significantly since the Rome Conference (1963), which adopted the definition of international tourism in order to collect relevant statistics. The Manila Declaration (1980) highlighted the political, social, cultural and educational role of tourism, including all movement of people, regardless of motivation.
UNESCO (UNESCO - United Nations Educational, Scientific and Cultural Organization (headquarters - Paris, France)) and the WTO play a leading role in the coordination and standardization of cultural and tourism activities around the world. Their scope also includes data collection, transfer and dissemination of accumulated knowledge and experience. General assemblies, conferences and other events held by these two organizations, in which representatives of leading organizations in the field of culture and tourism participate, are an effective mechanism for international cooperation. The decisions taken by these organizations are the basis for the development of guidelines and recommended practices at the national level. Special attention should be paid to the UNESCO conventions and recommendations on the protection of cultural heritage, the basic principles of which were supported at the meetings of various WTO bodies.
The World Conference on Cultural Policy (1972) adopted a recommendation on cultural tourism. The principles of cooperation in the field of culture and tourism are reflected in the declarations adopted in Manila (1980) and Mexico City (1981).
Cultural and natural heritage. Using it for tourist purposes
The cultural heritage of the people consists of the works of artists, architects, musicians, writers, scientists, masters of folk art - a set of values that give meaning to human existence. It covers both material and non-material works that express the creativity of the people, its language, customs, beliefs, etc.
New in the above definition is intangible assets, including folklore, crafts, technical and other traditional professions, entertainment, folk festivals, ceremonies and religious rituals, as well as traditional sports, etc. Convention (1972) for the Protection of the World's Natural and cultural heritage marked only its material or physical aspects. The WTO recommended that the member states of the organization accede to this Convention and be guided by both its principles and the principles of the Charter for Cultural Tourism, adopted at the International Seminar on Tourism in 1976 at the initiative of the International Council on Monuments and Historic Sites. Taking into account that the solution of issues related to the protection of nature and cultural heritage requires significant financial resources, the views of the relevant organizations on the question of who should be responsible for this area of activity often do not coincide. In this regard, it would be advisable to raise the issue of classification, the main criterion of which should be the provision that the consumer must pay the maintenance costs.
Based on this principle, the following classification can be proposed:
Property mainly used by tourists (festivals, performances, monuments, areas mostly visited by tourists, etc.);
- property of mixed use (less significant historical monuments and museums, theaters, places visited by tourists, nature reserves, etc.);
- property, mainly used by the local population (objects of religious worship and civil buildings, cinemas, libraries, etc.).
The cultural aspects of the impact of tourism is the impact that tourism has on the material and spiritual spheres of human activity and, above all, on his system of values, knowledge and social behavior.
In areas where there is an active and diverse socio-cultural activity, where tourism is traditional and where the number of tourists is less than the local population, and their cultural level is approximately the same, there is practically no special cultural impact of tourism. However, in a number of industrialized areas, the growth of tourism may bring about significant changes in social structure, as well as in the environment and local cultural life.
This phenomenon laid the foundations for the study of the problem of social interaction caused by contacts between cultures. The nature of the relationship between tourists and the local population is largely determined by the fact that both groups are carriers of different cultures. The contact between them causes a culture shock, which is aggravated by the fact that it occurs at a time when tourists are resting and the local population is working. In addition, such contacts are temporary in nature and usually occur within the framework of the relationship between the buyer and the seller.
The overall impact of tourism, however, is more complex and can be both positive and negative. The most famous positive aspects of the impact of tourism:
Job creation;
- an increase in income, which leads to an increase in the standard of living;
- ensuring a more active role for women and youth in the service sector, causing the restructuring of the social structure on a modern basis;
- growing demand for agricultural products;
- expansion of the scale of production of handicrafts and, above all, souvenirs.
The construction of tourist accommodation facilities has a positive effect on the state of the conjuncture in construction. The local infrastructure is being expanded and modernized (drinking water supply, construction of roads, new schools, etc.). The development of tourism has a beneficial effect on the revival of folk crafts, traditions and folklore. This, in turn, leads to a revitalization of local cultural life, arouses interest in historical monuments, customs and local traditions, thereby contributing to the protection and proper use of natural and cultural heritage.
The development of tourism causes negative consequences, first of all, if it occurs without prior preparation, spontaneously or in no way controlled. In such circumstances, the local population is unable to adapt to the ongoing changes. The negative consequences are also varied:
For developing areas, developing tourism resources is challenging. Experience teaches that the higher the level of development of a region, the larger and more diverse other areas of its economy, the more likely it is that tourism development will be positive. That is why it can be concluded that it is not tourism that contributes to the development of the region, but the development itself contributes to the expansion of tourism activities.
According to another point of view, tourism only plays the role of a catalyst or accelerator of processes that are caused by industrialization, urbanization, as well as the impact of the press, radio and television.
Key aspects of cultural tourism policy. Above, the leading role of the WTO and UNESCO at the international level in the field of tourism and culture was highlighted, attention was paid to the coordinating role of these organizations aimed at promoting cooperation, transfer of technology, experience and management methods, as well as the development of standards in the field of tourism and culture. Other international organizations, intergovernmental and non-governmental, directly or indirectly interested in ensuring that tourism can contribute to the preservation of cultural monuments and public values, could provide some assistance to the WTO and UNESCO in their activities.
In our country, issues related to the protection of natural and cultural heritage, as well as its use for tourism purposes, are dealt with by numerous organizations at the local, regional and national levels.
Granting the organizations, whose competence includes issues of culture and tourism, status, appropriate powers and budgetary funds is the primary condition for the successful implementation of their activities. The most important aspect of the activities of these organizations is the development of policies in the field of culture and tourism, which is an indispensable condition for the fulfillment of the tasks set by society in these areas. In addition, it is necessary to support the activities of national, regional and local public organizations in the field of culture and tourism (tourism associations, cultural societies, associations of friends of nature and art, etc.).
In order to ensure the effective nature of such cooperation, it is necessary that cultural and tourism organizations inform each other about the main areas of their work.
Tourism development policy (marketing) should include at the local, regional and national levels the following main aspects:
Preparation of a list of tourist resources, in the process of which special attention should be paid to the classification of natural and cultural heritage and the identification of the most important objects for the development of tourism;
- identification of the main tourist areas and destinations and the provision of appropriate legal and administrative measures aimed at the protection and development of local natural and cultural resources;
- use for tourism purposes of various categories of national heritage, including artificial and natural, tangible and intangible objects, as well as the development of the creative abilities of the local population (arts, crafts, folklore);
- carrying out activities aimed at educating the local population and tourists in the spirit of respect for the cultural values of the region.
The creation of new forms of cultural tourism is an integral part of the process of gradually establishing a new concept of culture and tourism within the framework of an overall development process in which the person is given a central place. This makes it necessary to transform the old forms of tourism as its role in the life of modern society becomes more and more significant.
The transformation of tourism includes changes in supply and demand. The most significant changes in terms of tourist demand reflect economic, social and cultural developments (an increase in the number of business travel, vacation travel, and excursions and weekend trips). A number of practical solutions are proposed within the framework of “harmonious tourism development”. Their main goal is to ensure the harmonious inclusion of tourist reception facilities in the social fabric of society and their linkage with local recreational resources through the participation of tourists in local social and cultural life. This should be complemented by appropriate urban planning measures. The development of tourism, taking into account the visiting environment, can be carried out in various forms. However, the main goal remains to ensure a friendly relationship between tourists and the local population.
An example of a new approach to traditional forms of tourism is the recommendation to increase the cultural content of inclusive tours. Here the task is to enrich these most popular forms of tourism with local cultural values, even when it comes to organizing short-term excursions and specialized tours, the purpose of which is to get acquainted with local art, history and archeology, museum expositions and exhibitions.
4.6. Development strategy for new tourist destinations
The purpose of this paragraph is to identify and assess the measures taken in connection with the promotion of the development of new tourist destinations within the framework of the harmonious economic and social development of individual regions, through a more balanced distribution of tourist flows.
The destination can be a site, locality, region, or national territory. On a commercial level, tourist destinations encompass all areas visited seasonally or year-round by a certain number of people whose reasons for travel are not limited to leisure. In practice, a tourist destination is a chain of travel for a "visitor", a tourist.
Reasons and ways of new destinations. Tourist destinations can be divided into two categories based on the receiving capacity. One of them includes large cities and is able to receive a large number of visitors without adversely affecting this place and without disturbing the tourist appearance. If the level of reception services and hygiene conditions are high enough, insufficient capacity of accommodation facilities is a hindrance to the growth of the number of visitors.
There are, however, areas that only allow a certain level of saturation and have limited reception capacity, even though the accommodation can be expanded. Destinations of this kind are, for example, seashores or mountain resorts, whose reception possibilities are related to the environment and are determined by factors such as the size of the beach or the length of slopes that can be used for skiing. If the saturation level is exceeded, it will have negative consequences for the environment and society, and as a result for visitors that the destination will be less attractive.
Under these circumstances, once saturation has been reached, the movement of people no longer increases, and some potential visitors travel elsewhere, creating favorable conditions for new destinations. There is room for increased demand for travel, which is itself a source of new destinations.
Intensification of the process of movement of people. The growth and intensification of the movement of people represent an important stimulus for the emergence of new destinations. The growth in the number of trips is taking place not only in regions that traditionally provide a large number of tourists and travelers. Around the world, areas from which a large number of tourists leave have also expanded, thus creating tourist flows that cause a redistribution of new tourist destinations in space. Domestic tourism plays an important role in the development of areas that have high tourist potential, but are far from traditional markets, transforming them into new tourist destinations.
Technological advances in communications, transportation and other sectors affecting tourism. It is clear that the growth in the number of trips is primarily influenced by technological progress in the field of communications and transport. The very emergence of tourism was due to the revolution in transport, which included the construction of the first railways, the development of maritime transport, and then air transportation and road transport.
The development of air transport systems has two important implications. First, it helped expand the movement of people over long distances between urban centers, which became both tourist supply zones and tourist destination zones. Secondly, it has contributed to the emergence of new tourist destinations in the most remote and inaccessible regions of the world. Distance has practically ceased to be a hindrance to the growth of tourism.
Improved quality cars, as well as the construction of new roads (highways and highways) have given another impetus to the movement of people. This has led to the emergence of new destinations, especially for domestic tourism, of which weekend tourism is one of the largest components.
Advances in communication technology have also helped expand travel options. Thanks to modern methods of information, especially audiovisual, it is now possible to offer the general public visual samples and detailed information on little-known regions and distant countries that are attractive precisely because they are unknown, thereby stimulating the imagination and creating motives for travel.
The possibilities offered by the means of communication, the telephone network and the reservation system make it possible to ensure such a situation where the required conditions are maintained throughout the journey and the trip, even over a very long distance, is convenient and accessible to all who have the means and time. Travel safety at all times (from departure to return home) is one of the most important reasons for increasing the intensity of the movement of people.
Finally, the technological methods applied in the accommodation sector, especially in the hotel sector, have made it possible to create an increasingly comfortable environment and offer a full range of services, which has been an important contribution to the development of tourism.
Expanding the range of motives for travel. Travel as a voluntary act of individuals always involves two checkpoints: the place of departure and the place of arrival. These points play a different role and their meaning varies depending on the type of trip. The motives for travel differ according to whether the place of departure or the place of arrival is at the forefront.
From the point of view of the place of departure, the reason for the trip will correspond to the classic tourist motivation. It stems from the needs for active recreation of the modern population, which is mainly surrounded by an industrialized and urban environment. In this case, the motives are determined by the need for rest, recuperation, psychological relaxation. External considerations may not play a role when these motives are embodied in the trip. The destination is not necessarily considered a target. It is an optional, individual choice.
When the focus is on the destination, the choice disappears and the destination becomes binding. If, for example, the purpose of the trip is a congress, the question of choice does not arise. It is clear that in this case, one should also look for the motive that prompts the person to travel, but it should be looked for in the context of the social and professional environment of this person. In this case, the motive has one direction and includes a tourist destination from the very beginning.
The initial distinction of tourist motives actually involves different types of travel and suggests many opportunities for new destinations. Lifestyle diversification creates a richer choice of motives for travel: various vacation concepts have been created, which focus on culture, recreation, connection with nature, and this, in turn, determines the emergence of new destinations. In addition, economic, political, scientific and professional activities are becoming more diversified, and this periodically attracts a large number of specialists or individuals with an interest in certain areas in different localities. All these movements of people can be classified as involuntarily converging at a specific destination, that is, where a congress, conference, colloquium, exposition, exhibition, fair, business meeting, etc. will be held. but for reasons that give more choice) trips to sports (Olympic Games, championships) or to various cultural events (festivals and celebrations) are included.
The spontaneous appearance of the destination. In order to attract travelers, each destination must have its own look that justifies the visit.
Some destinations have emerged spontaneously in various areas, with no individual, business, association or organization acting directly to attract travelers or organize receptions. Travel and advertising organizers will appear at a later date, but this destination has already been developed.
This type of destination includes scenic areas (mountainous landscapes, plain woodland or coastline) or points of interest that have gained particular prominence. Places rich in mineral and thermal springs with medicinal properties become mineral spas when they are constantly visited by a large number of people who go there in the hope of improving their health.
In other cases, unknown places turn out to be associated with special events, which quickly attracts public attention. This may be because a film was filmed at this location or a major event of a historical, cultural or promotional nature took place. However, there are places that have been highly prized for a long time because of their artistic heritage and which were destinations even before the advent of the modern phenomenon of tourism.
Planning for new destinations. In modern conditions, human and technological potential has grown rapidly. Information systems are especially widespread. The movement of people is no exception to this rule, and the impact of its uncontrolled growth is difficult to predict and direct in the right direction. In this regard, planning new destinations according to more stringent criteria for tourism development is a logical alternative. The location, scale and nature of the future destination should be chosen in order to achieve a better balance in the movement of people in order to ensure a more equitable redistribution of tourist flows and contribute to the economic and social development of various regions.
The nature of the tourist destination. Geographic location. Geographical location represents the first element in establishing the nature of a tourist destination. It is the main component of the destination and is linked with other elements into a coherent whole that makes up the visitor's image of the destination. In some cases, the geographical location itself is a source, raw material for creating an incentive to travel (beaches, mountains, mineral springs, etc.).
Climate is one of the important factors (average number of sunny days per year, monthly temperature, precipitation, wind). Flora and fauna also make a specific contribution to the attractiveness of a tourist destination. Surface and underground water resources are of particular importance for the functioning of a tourist resort under ideal conditions. And the last element to note is the distance of the destination from the tourist supply zones.
Infrastructure. One of the main objectives of infrastructure (roads, highways, railways, maritime and air transport, ports and airports) is to facilitate the movement of people between tourist supply areas and destinations. But the infrastructure also includes systems for the supply, treatment, and treatment of used water.
Other relevant infrastructure elements are energy sources, transmission and distribution of energy.
A society that hosts tourists. The characteristics of a society that receives tourists is primarily determined by demographic factors (age and gender structure, migration, population growth, types of activities, etc.), which are important in assessing the human resources of a region. First of all, it is necessary to take into account the economic activities of society (agriculture, industry, service sector), as well as the impact of these activities on the environment.
An important factor is the standard of living of the local population: income and its distribution among various segments of the population, access to education, health care, social security, etc. The spiritual and cultural nature of the society that receives tourists is formed by its cultural and artistic buildings and various scientific, cultural and artistic events (meetings, concerts, exhibitions, festivals, folklore, etc.), as well as the production of handicrafts.
Services required for the movement of people. In addition to the general economic activity characteristic of the entire population, the region and tourist reception area should be able to provide the specific services required for tourist destinations. These services are provided by the local population through existing or new occupations required by the presence of visitors: travel agent personnel, accommodation services, car rentals, transport from airports, ports or train stations, as well as guides and other personnel specialized in receiving delegations.
In hotels, staff is required for reception (including baggage delivery and lift operation), housekeeping and various additional services. In addition to the hotel staff, mention should be made of the persons hosting visitors in their homes.
The restaurant sector also requires a skilled workforce (chefs, pastry chefs, waiters) and support staff. Places and forms of leisure activities are varied: theaters, cinemas, stadiums, sports grounds, ice skating rinks, downhill and slalom tracks, funiculars, swimming pools, beaches, concert halls, bars, cabarets, etc. All these types of leisure activities and structures must be managed and operated by personnel with a variety of specialties: from artistic and folklore groups to mechanics responsible for the operation of equipment and mechanisms.
Trade, arising in the process of movement of people, is another source of economic activity of the population employed in the field of receiving tourists. The originality of certain local products, the different types of local trade (bazaars, fairs, etc.), the desire to bring home a souvenir from the area are all incentives for shopping. Grocery stores, sports stores, photo shops, beach shops, newspaper and tobacco kiosks, and bookstores are needed. The sale of handicrafts and folk art is also important, which is in great demand among visitors, especially those who have come from distant countries, or those who belong to a different cultural environment.
Finally, personnel are also required for a number of public services: health (doctors and auxiliary personnel in medical institutions and pharmacies), public transport, post office, telecommunications, etc.
In certain places where tourists gather, it is also necessary to provide the services of highly specialized personnel: doctors and technicians for treatment in balneological resorts, interpreters for congresses and other international events, as well as personnel specialized in organizing such meetings.
Development goals for new destinations. The emergence of new tourist destinations is closely related to the general concern of states regarding the international and national problems facing modern society. Some of these problems are particularly acute (for example, pronounced inequality between developed and developing areas, unemployment, plundering of natural resources, etc.).
In seeking solutions to these problems, the contribution that can be made as a result of the movement of people and the ability of new tourist destinations to revitalize the zones in which they are located must not be overlooked. When identifying new tourist destinations, the priority of goals should be taken into account, i.e., the creation of new jobs, the development of backward regions, and the protection of the environment.
Development of areas of economic depression. In order for a tourist destination to play a positive concrete role in the development of a given region, especially in the long term, three elements must be considered:
There should be no other area of activity in the area in question that would be beneficial to him;
- the development of tourist destinations should not interfere with the stable functioning of existing activities (for example, agriculture) and should not damage the natural or socio-cultural environment;
other existing sectors of activity in the area should not interfere with the creation of a new tourist destination.
As a logical consequence of the above, the development project should be well combined with the economic and social life of the area. Therefore, existing natural, historical and cultural factors must be used wisely. The infrastructure required for a tourist destination should be organized in such a way as to allow other industries to benefit from it, and that the operation of the tourist destination contributes to the development of existing sectors and stimulates the creation of other activities.
Creation of jobs with year-round employment in new destinations. The creation of new destinations that are exclusively focused on vacations and leisure should be avoided. In destinations, this kind of employment will always be seasonal. Destinations where travel is forced (for example, terminal and health resorts) have a high likelihood of year-round operation. They can function as a result of the seasonal turnover of international and domestic clientele.
The main advantage of the continued operation of these destinations is that stable jobs are created for a large number of employees with very different qualifications.
Another way to create permanent jobs is by organizing national and international meetings, conferences, congresses, colloquia, symposia, round tables, business meetings, etc.
Reducing the saturation of traditional destinations by distributing the movement of people. Traditional destinations are primarily under high pressure from the movement of people during peak season. The more famous the area is, the higher its saturation. Although people have become more demanding about the quality of the environment, many still place more value on the social prestige associated with the prominence of the place where they spent their holidays than on the quality of the vacation itself.
As a general strategy, there are two options for dealing with the movement of people. The first consists of activities in tourist supply zones, where advertising is attempting to create demand for new destinations. This option is especially applicable to destinations located in underdeveloped areas.
The second option is to create destinations along the main tourist routes.
This most direct option for influencing tourist flows does not exclude the need for active advertising activities in tourist markets. The nature of a new destination that is intended to reduce saturation in a traditional destination may be similar to that of a traditional destination, such as the creation of new ski runs near already saturated winter resorts.
Responding to new types of demand. All forms of strategy for the development of new tourist destinations are based on two main ideas:
a) models that have been successfully implemented in the past are not a guarantee of the success of a new destination;
b) the new destination should be developed in such a way that it can respond flexibly to changes that may occur in the market.
At the heart of these two ideas is the same factor: constant changes in demand.
Thus, new destinations must respond to changes in demand and travel motives that traditional destinations cannot adequately meet; you need to focus on the motives of a tourist, cultural nature, organization of recreation, the desire of individuals to rediscover the delights of rural life, the movement "back to nature", etc.
Models for the development of tourist destinations. The management of the tourist area is carried out in accordance with the plan of its development and is a complex process of harmonizing the relationship between man and the environment.
Model A. Axial development of historical forces or cultural centers within the zone. This tourist destination model is based on the assumption that the focus will be on the state of the environment or the cultural and artistic heritage of the region. If we use this model, it is imperative that there are cities, historical sites. In this case, the main axis for the development of new destinations is the creation of infrastructure: a wide network of highways, railways, airports, telecommunications, etc. The purpose of this infrastructure is to ensure the functional integration of various elements that form part of a given territory: rural and urban settlements, coastal zones , land areas.
Residential and recreational areas should be located both in those areas where the local population lives and in the centers reserved for visitors. When conducting new construction, local architectural style must be respected and ancillary structures must not be overly concentrated. The basic principle of this model is to combine buildings for visitors with those intended for the local population. This model does not imply the creation of a new tourist destination, but the development of a network of attractions of interest to tourists.
Due to the fact that the destination is multi-purpose, it is likely to be able to function all year round. This will stop the outflow of the local rural population and stimulate the “resurrection” of ancient crafts, revitalize historical and cultural resources, and give impetus to efforts to restore and preserve them.
Model B. Development of a zone characterizing new centers of interest. This is a variant of Model A in the sense that it also provides for the simultaneous development of the entire zone. But in this case, the efforts invested in the development of infrastructure are accompanied by the need to build and equip a number of centers of interest to travelers.
The main territorial element is the environment, the development of which, as a rule, has not been dealt with before. This model assumes that operations will be long-term and large-scale, both physically and financially. That is why the main assumption in the development strategy on which this model is based is that all possible investors will be taken into account and the necessary funds will be found.
The artificial element must be in harmony with the natural environment while ensuring that this environment is used in the best possible way. When it comes to the seaside, development should be planned in such a way as not to create a barrier between the sea and the coastal area. It is recommended to alternate free spaces with built-up ones. Their density should depend on the profile of the area and the needs of the visitors. The main dwellings are reserved for the population of this zone. There is a need to ensure a working dependency between newly built centers and traditionally inhabited areas in order to integrate new destinations into the economic and social life of the region.
Model B. The gradual development of a large new area as a counterbalance to the existing natural tourist attraction areas. The main difference of this model is that it has a length in time and its area is gradually expanding. The selection of sites for new destinations is based on proximity to the largest centers with a large number of visitors.
The development of new tourist destinations acts as a counterbalance to the overdevelopment of some areas with natural attractions. Thus, new destinations with a large number of attractive factors will inevitably be centers of moderate saturation, but integrated into the life of society.
Model G. Development with low saturation and active contacts "visitor - local". This development option is based on various preconditions for the organization of a new tourist destination. An area is selected where there are no urban centers and modern infrastructure. Since the investment is extremely unlikely, the nature and hospitality of the local people are the main attraction factors.
As a tourist destination, the zone (tourist village) includes a number of rural settlements in which the accommodation of visitors is fully integrated. Thus, the activities of local residents and tourists are also integrated, which allows them to get to know each other better through direct contact. In particular, guests may have the opportunity to participate in the main activities of local residents (fishing, agriculture, crafts, etc.).
The profits generated from tourism will provide an opportunity for the local population to earn side income in addition to their income from basic economic activities, without forcing them to abandon their usual activities or traditional way of life.
This model is based on the principle of gradual development of tourist destinations in order to avoid the cultural upheaval resulting from the presence of large numbers of tourists. It is also important that the traditional activities of the local population continue without interruption.
Models for the marketing of new tourism products. The development of new tourist destinations depends mainly on the market availability of this product. All development projects are impossible without careful study of the ways of marketing new tourism products.
In-depth market research is the first requirement. It will allow finding ways to dramatically reduce the cost of promoting a product. The main goal is to determine which areas of the market are the most profitable and promising.
The marketing strategy as a whole should be closely related to the profile of the tourist destination. Thus, the destination described in Model A requires extensive advertising, taking into account the diversity of the offer. Global advertising for the entire region is a feature of the marketing strategy for the type of destination described in Model B, but advertising efforts for the overall product will focus on highlighting the different locations or attractive centers that exist in the area.
The marketing features of the tourism products described in Models C and D are based on directing the supply to well-defined areas of the market. For example, for inland destinations close to seaside resorts, advertising will be directed primarily to the clientele of those seaside resorts.
Measures to create a tourism product. Providing infrastructure. One of the main difficulties in creating a new tourist destination relates to infrastructure. Investment in this area does not generate direct income, and it is difficult to determine to what extent social entrepreneurship should be involved in building infrastructure.
The level of complexity of the infrastructure depends on the profile of the tourist destination and its importance. In certain situations, the construction of access roads, water supply and sewerage systems, and power lines may suffer. In any case, there must be fast access to intercity communication points (usually airports), the highway system and areas where new tourist destinations have been created. So, on the coast, there should be created yacht parking in an amount corresponding to the capacity of the destination. In areas with complex, multifunctional means, it is necessary to create modern communication systems (for example, a telex, a computer network for booking rooms in hotels, transport, etc.), means of simultaneous translation, etc.
Encouragement of activities aimed at diversifying the tourist offer. Year-round activity depends on the creation of permanent jobs at the new destination. This goal can be achieved if the destination and its reception capacity are consistent with a range of tourism motives (both mandatory and optional).
In order to massively attract people traveling for cultural reasons, steps should be taken to hold traditional events (folklore, festivals, etc.), create schools for teaching ancient folk arts and crafts (dancing, pottery, weaving, sewing national clothes ).
It is recommended to provide all possible support to the organizations of sports competitions, especially those that are traditional in the destination area. Such events attract a large number of participants and spectators from various regions of the country and guests from abroad.
Determination of the type of property. Apart from the cases in which a new destination is created on the basis of existing structures, government intervention raises the problem of the relationship between public and state property.
In some cases, state or regional authorities create infrastructure and then transfer (sell) the sites for the construction of the necessary structures. Another option is when the entire project is built entirely by the state or regional government and subsequently the destination is operated by local authorities or transferred (sold) to tourism or mixed companies. Options depend on local policies, the level of economic and social development and the type of tourist destination.
Selection of building types. The number of different types of buildings (hotels, bungalows, resale residences, restaurants, bars, casinos, etc.) is determined based on the legislation governing tourism development and depending on the type of tourism destination.
Preserving local culture and creating typical architecture. Measures to integrate the new tourist destination into the economic and social structures of the region should aim at harmonious integration of buildings, activities and traditional values of the local population. The architecture of the new buildings is a critical element in this series of events, as it is the most visible aspect of the new development.
The choice of a single architectural plan for the entire operation is an effective defense against style inconsistencies. If a desire is expressed to build according to other architectural patterns, a regional or local urban development plan and provisions for its strengthening are indispensable for the protection of local culture.
Preparation of regulations governing maximum reception capacity. The development plan should contain provisions governing the maximum reception capacity.
The regulations governing the number of visitors in a given area should also specifically mention construction-free areas. Thus, the saturation problem can be presented in a broader perspective, which takes into account not only the filling of accommodation facilities, but also the distribution of accommodation facilities in the development zone.
Knowledge of the clientele (mandatory and optional motives). During the planning stage for a new destination, sufficient information should be obtained about the clientele to answer the question of who the product is being created for. During the operation stage, it is necessary to find an answer to the question: who are our guests? Since tomorrow's clients will differ in both socio-professional structure and travel motives, the clientele study measures must be dynamically viewed over time. Thus, it is necessary to regularly contact specialized institutions to obtain fresh information on the possibilities of changing the profiles of travel motives: new types of active vacation and leisure activities (sports, excursions, water sports, etc.), travel trends based on mandatory character (scientific, professional or business pursuits and interests).
Facilitate the promotion of new destinations in the domestic and international markets. The right to represent social tourism abroad should be regulated by promoting tourism destinations on the market. At the same time, it is necessary to fully or partially finance advertising or promotion activities.
Ensuring access to new destinations for all segments of the population. The regulations governing the exploitation of new tourist destinations should contain clear terms.
New destinations should be accessible to all categories of visitors. Their development plans need to provide for inexpensive accommodation facilities available to social strata with moderate incomes. Additional measures are needed to stimulate youth tourism.
The development of new tourist destinations requires joint cooperation efforts between social tourism authorities, the state and the regions. Such measures include joint planning and construction, environmental protection and conservation actions, and advertising campaigns - where new destinations are created in regions far from the main tourism markets.
4.7. World tourist complex as a super system
Tourists choose from the whole range of services offered to them something the most pleasant and attractive. The pleasure received from any harmonious whole, and the wide possibilities for this, are the factors determining the choice. However, the combination of many attractions, good transport, good catering, availability of hotels and ample opportunities for entertainment are not the optimal set of conditions for the successful functioning of a tourist complex.
Specialists engaged in the planning of tourist complexes on a holistic basis must have the gift of a holistic perception, a comprehensive vision of many small problems of the outside world. At the same time, the first step in planning should be the formation of an inductive basis for holistic perception.
Until now, when planning tourist complexes in general, no attention was paid to the fact that the purpose of tourism is a dialogue between the traveler and the phenomena of another world. More often than not, the tourist was made a means of achieving commercial success, which, however, until now, the average tourist rarely noticed.
A spiritually liberated tourist of the future - a frequently traveling individual tourist - during his trips, as it were, receives an answer from the objects he visits, depending on which he builds his further activities (which is well known to tour guides). In addition, in the future, the tourist will constantly monitor how he is served, and this will become his characteristic feature. An integrated approach to services in the field of tourism stimulates the tourist's curiosity and contributes to the development of his personality. This cannot be achieved by providing specialized services only.
The world tourist complex is also subject to the action of universal laws, since thanks to these laws it exists - after all, like other social systems, it depends on natural factors.
If the climate and weather conditions of different seasons can be considered as changes in a certain subsystem of natural factors, then the tourist complex, of course, can be considered as an organic system that grows and dies. It develops like a living organism - from lower to higher, from simpler to more complex forms. It consists of many subsystems and elements that can be classified primarily according to geographic, temporal and thematic principles.
At the first acquaintance with the supply system in the field of tourism, it becomes obvious that it mainly consists of tourism objects as such (as the initial motivators, what determines the demand and for which tourists choose a given region), as well as from secondary elements complementing them, and it is the services that make tourist trips more enjoyable. To connect the main elements of the tourist complex (OETK) with the secondary elements of the tourist complex (VETK), which acquire market value only in their totality, a third subsystem is needed - organizational services, or organizational elements of the tourist complex (OrgETK).
Along with these supply subsystems, within the general tourist complex, there is also a demand subsystem. It includes travel agencies and travel organizers who form an intermediate link between supply and demand, ensuring that the demand of tourists, people going on business trips, conferences, conventions, etc., as well as people belonging to special sociological groups ( for example, disabled people).
The structure of these subsystems is presented in detail below, in the structural model of the tourist complex. Tourist complexes of all categories, be it a global complex, a complex of a separate country, a separate region (for example, the Moscow region) or an area (for example, the Sergiev Posad region), have the same structure.
Structural model of an integral tourist complex. The tourist complex includes at least one element of four subsystems. The meaning of each of the constituent parts of the whole can be understood and appreciated only by understanding and appreciating the significance of all the other constituent parts. Therefore, the study of the tourist complex as a whole should begin with a simultaneous consideration of all its components. These components are:
1. The main elements of the tourist complex (OETK):
Natural features of the region;
- cultural features of the region;
- objects, structures, etc. specially created for the tourist complex as its main elements.
2. Secondary elements & nbsp of the tourist complex (VETK):
Transport service system;
- food and hotel service system;
- entertainment and entertainment sphere;
- retail system; guide services.
3. Organizational elements of the tourist complex
(OrgETK):
Organization of planning and management in the field of tourism;
- advertising and information;
- marketing organization.
4. Elements of the subsystem of demand of the tourist complex:
Travel agencies;
- travel organizers;
- individual tourists;
- organizers of one-day excursions.
Perfect close interaction between the four subsystems is the main prerequisite for the successful functioning of the complex as a whole. Only under the condition of intensive interaction and exchange of information between all subsystems, when each individual client (guest or tourist) is offered an optimally balanced set of services, can one speak of a tourist complex as a theoretically perfect unified system. Therefore, when planning and implementing tourism development activities, one should always strive for optimal results.
To study the above structural model, a region was chosen, in which, due to its diversity and uniqueness, like in no other, the action of the elements of subsystems manifests itself. This is the region of Sergiev Posad, a world famous historical and cultural city with a developed tourism infrastructure. There is urban tourism here. Tourists come here to spend their holidays. In the city, as well as in the region, grandiose events are held. In addition, a highway passes through Sergiev Posad, connecting the Moscow region with the North-West of Russia, as a result of which a significant number of people traveling on business pass through the city. As a part of the tourist complex of the region, it is closely connected with the tourist complexes of neighboring architectural and historical centers, visited by a huge number of tourists.
Nature as one of the main elements of the tourist complex. The main natural feature of Sergiev Posad is the surrounding forests. Since the potential of this forest chain is far from being fully utilized by the VETC subsystems, visitors to the city located in the region perceive them as just a magnificent backdrop. However, with the development of VETK subsystems (in particular, a chain of restaurants and entertainment and entertainment facilities), the attractive power of this element will be able to rapidly and constantly increase. Only in close relationship with all other subsystems, each subsystem, including the totality of natural elements of the tourist complex, is able to realize its potential.
Currently, the unique nature of the Sergiev Posad area is used for tourism purposes only on a very modest scale. There are numerous opportunities here that may remain unused in the implementation of programs within the VETK and OETK, aimed at the development of urban and regional tourism. It would be appropriate here to develop tourism in the vicinity of the city.
Culture as one of the main elements of the tourist complex. The cultural characteristics of different regions of the world are increasingly encouraging people to travel for educational purposes. The objects visited by tourists, in this case, contribute to the expansion of their general horizons and their spiritual enrichment. So, culture as a set of basic elements of a tourist complex is the main subsystem of elements.
Sergiev Posad, as a city where the center of the Moscow region is located, has numerous architectural monuments, mainly related to the classical examples of Russian architecture, the listing of which can be endless.
Elements of the infrastructure of the tourist complex. The subsystems of natural and cultural elements considered above are often the main ones for the main elements of the tourist complex, specially created as part of the tourist infrastructure.
In urban tourist complexes, halls, cathedrals, temples, churches, ensembles, theme parks, etc. come to the fore.
Tourist firms pay special attention to this subsystem when planning their activities. In existing tourist complexes, transformations to improve the supply affect mainly this subsystem.
To ensure the full-blooded development of the three main groups of elements discussed above, it is necessary to have two more subsystems of the tourist complex, with which these three groups of elements must enter into a strategic alliance. These subsystems are five groups of secondary elements and three groups of organizational elements of the tourist complex.
The subsystem of secondary elements of the tourist complex is a complementary system of services, and the subsystem of the organizational elements of the tourist complex is a system of planning and active stimulation of all elements of the complex.
The subsystem of secondary elements of the tourist complex (VETK) includes the following types of additional services:
1) elements of transport services;
2) elements of the food system and hotel service;
3) elements of the system of recreation and entertainment facilities;
4) elements of the retail trade system;
5) services of guides and accompanying persons.
These groups of elements make up a kind of skeleton, which, to a certain extent, does not obey the laws of a holistic organization. First of all, we are talking about the transport infrastructure, which, like all relatively unchanging structures, has the property, on the one hand, to provide support, and on the other, to generate stagnation. Thus, transport infrastructure must be given top priority in holistic planning.
A person who is in a city or area that is not his permanent place of residence must be provided with food and should also take care of his safety. For a person traveling during his vacation or leisure, these needs are not, in the full sense of the word, physical needs, the satisfaction of which is necessary for his physical existence. Rather, they fall into the same category as the demand for luxury goods.
Although these secondary types of services existing in the tourist complexes of cities and regions, as a rule, by themselves, cannot radically increase the flow of tourists, they significantly contribute to the successful functioning of the tourist complex, of which they are a part.
To the secondary elements of the tourist complex, the "rule of equal, corresponding to each other opportunities (balance of capacities)" is most applicable, which states that if the possibilities of the transport infrastructure do not meet the quantitative and qualitative requirements (for example, insufficient to serve all going to any holiday), there is a serious disharmony, as is the case in other secondary elements of the tourist complex.
Opportunities that are too large are also a hindrance, just as opportunities are too small. Ultra-high, or prestigious, quality will in the future pose the same barriers to commercial success as extremely low quality.
Consequently, those who make decisions and carry out planning in the field of tourism should feel the same responsibility for the state of this subsystem, as for the state of the subsystems of the main elements of the tourist complex.
The subsystem of the organizational elements of the tourist complex should consist of the following elements:
1) tourism management (tourism policy, the main goals pursued in this area, organizational issues, etc.), planning at the city or regional level;
2) tourist advertising and information;
3) marketing in the field of tourism.
Tourism in a given city or region can develop successfully only if this subsystem of the organizational elements of the tourist complex is a truly dynamic system that organizes harmonious interaction between all subsystems and deals with such issues as increasing the thematic wealth and diversity of tourist sites, their territorial expansion and an increase in their hours of work.
The tourist complex, even with the excellent organization of all the above-described subsystems and elements, will remain "dead" without a demand subsystem. It is thanks to her that the tourist complex becomes an organism. The demand subsystem consists of three groups of elements:
1) persons traveling on a business trip or to a congress, holiday, manifestation, conference, etc .;
2) tourists;
3) persons traveling for sociological reasons (visiting relatives, pilgrimage, etc.).
Demand comes in two specific forms:
1) individual travel or individual tourism;
2) group travel.
The main elements of the infrastructure demand in the field of tourism are travel firms, travel agencies, airlines, convention organizers, conferences, associations, large enterprises and marketing organizations serving travel firms.
Strategic planning of the activities of the tourist complex of a given city or region should be focused both on its clients themselves, no matter what category they belong to, and on the spiritual capital received from them through regular and comprehensive surveys.
