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Golovatyuk Alina Vladimirovna International Tourism Development (Experience foreign countries and its application in Russia): Dis. ... cand. economy Sciences: 08.00.14: Moscow, 2000 163 p. RSL OD, 61:01-8/1309-3
Introduction
Chapter 1. Theoretical and methodological foundations of development international tourism .
1.1. Features of the interpretation of the concept of tourism and forms of its organization at the national and international level 12
1.2. The role of international tourism in world trade in services 18
Chapter 2 Analysis of trends in the development of international and domestic tourism in Russia .
2.1. The current state of the tourism potential of Russia 46
2.2. Structure and perspective directions of outbound tourism 48
2.3. Export of tourist services and prospects for its development 61
2.4. Trends in the functioning of the internal tourism market 68
Chapter 3 Organizational and legal framework for the development of international tourism .
3.1. System state regulation and supporting the development of tourism in Russia in the context of the experience of countries with developed economies 76
3.2. Legal basis for the formation of the tourism market in Russia 90
Chapter 4 The main methods of intensive development of tourism .
4.1. Sources of attracting investment in tourism 98
4.2. Marketing in the field of international tourism 104
Chapter 5. The structure and functioning of the hotel services market as one of the most important components of international and domestic tourism.
5.1. World experience in the development of the hotel market 117
5.2. Characteristics of the current state of the hotel services market in Russia 141
Conclusion 150
Bibliography
Introduction to work
Tourism is one of the most interesting and dynamically developing sectors of the economy.
With the development of tourism, both at the national and international levels, there is a need to define tourism, its role in the world economy and in the economy of individual countries, to identify its main development trends and patterns.
Scientists from different countries have repeatedly made attempts to establish the exact characteristics of tourism, such concepts as “tourism”, “tourism industry”, “international tourism”, “world tourism”, “tourist market agents”, etc. have entered economic science. The definitions of these categories were often identical to each other, or differed due to the specifics of tourism in each individual country. Meanwhile, a clear interpretation of tourist terms and concepts is important for understanding certain processes that occur in tourism.
Often tourism was considered part of the transportation or trade, but in 1937. The Council of the League of Nations introduced the concept of "international tourist", which meant a person with the following characteristics: movement, temporary stay in a certain place, lack of connection with work and earnings. Thus, it was on this basis that a specific tourist terminology was formed.
Despite the fact that the "general theory of tourism" by W. Hunziker - K. Krapf gives a completely exhaustive definition of tourism, as "a set of relations and phenomena resulting from the movement of people and their stay outside their place of residence until it passes permanent residence and is not associated with income”, the search for an optimal definition of tourism is still ongoing.
Modern economic science is increasingly considering tourism as a complex socio-economic system. The dissertation attempts to generalize the definitions of tourism available in economic science, defining it most clearly. Tourism is seen as "a large economic system with various connections between individual elements within the framework of both the national economy of a particular country and the links of the national economy with the world economy ”(V.I. Azar).
Of great interest for research is international tourism as the most important component of the global tourism industry and as a branch of the national economy that brings significant foreign exchange income.
As the world economy develops, the volume of international trade expands, the means of transport, communications, and payments improve, the number and variety of contracts and trips of citizens caused by economic necessity increase. Raising the level of culture, science, education contributes to the growth of international travel not only for economic purposes, but also for cultural, political, health and other purposes.
International tourism is a form of travel undertaken for recreational, educational, business, recreational or specialized purposes. In the Manila Declaration on World Tourism, tourism is defined as "one of the types of active recreation, which is travel made with the aim of knowing certain areas, new countries and combined in a number of countries with elements of sports."
International tourism in world practice is interpreted as:
1. important direction international cooperation in specific activities based on respect for the national culture and history of each people and the main interests of the state;
2. the sphere of development of tourism relations between the peoples of different countries and familiarization with the achievements of other countries in various fields.2
The development of international tourism, as well as the development of national tourism, is influenced by a whole set of factors: external, internal, extensive, intensive, negative. The assessment of their influence goes through the entire dissertation, confirming the fact that it is necessary to identify the degree of influence of each factor on the development of tourism.
In the 90s, three main characteristics of the development of international tourism stand out. The main trend is an increase in intra-regional tourism indicators, which is due to the rapid economic development of a number of countries, for example, the countries of the Asian region, as well as the movement of the population from Eastern European countries to Western ones (1).
1 Manila Declaration on World Tourism // Proceedings of the World Tourism Conference. - Madrid, 1981, p. 163.
2 Kolesnik N.V. Introduction to specialization: 4.2. International tourism in the service sector of world trade: Teaching aid, Moscow, Soviet Sport, 1999, p.Z.
The economic downturn does not lead to a proportional decrease in the number of trips and the volume of tourism activities, because. tourists tend to adapt to new, less comfortable circumstances. For example, those who used to allow themselves to go on vacation to leading Western countries (France, England, Spain), where the level of stay (accommodation) is quite high, are reoriented to cheaper vacation spots (Greece, Turkey) or reduce their requirements for recreation conditions, choosing 3-star hotels instead of 5-star hotels, instead of expensive restaurants and delicacies offered in them - the average level of local cuisine (2).
However, the growth rate of international tourism has slowed down. The increase in travel rates in the first half of the 1990s, compared with previous decades, is associated with a slow increase (3).
International tourism is also an important component of world trade in services. Therefore, it is impossible to consider and analyze aspects of international tourism without knowing the processes and trends taking place in this area of the world economy.
The role of trade in services was highlighted at the 1986-1994 trade fair. meeting in Punta del Esta (Uruguay), where a decision was made on the GATS - General Agreement on Trade in Services. The significance of the GATS for world trade in services is the same as the General Agreement on Tariffs and Trade (GATT) was for trade in goods in the post-war decade. The GATS has established norms and rules to liberalize access to services markets. The date of entry into force of the GATS coincides with the start of the Agreement Establishing the World Trade Association (WTO). However, due to the complexity and diversity of tourism services, no specific decisions have been made in the field of tourism within the framework of the GATS, and negotiations on the hotel industry are still ongoing, while tourism and its most profitable business are of the greatest importance in world trade in services. sphere - the sphere of accommodation facilities. Therefore, the issues of development of international tourism in the sense of its organizational and legal mechanism are still relevant.
In many countries of the world, international tourism is one of the main areas of the national economy, bringing the country high annual income from the provision of tourism services.
From this point of view, the identification and study of the prospects for the development of international tourism in Russia is of significant interest for scientific research.
Russian tourism, like many other sectors of the country's economy, began to emerge from a serious crisis.
With the transition of the Russian economy to a market economy, fundamental changes have taken place in its tourism sector. Domestic tourism industry has adapted to market conditions faster than other industries. Many private firms were formed, which not only began to satisfy the needs of Russian citizens in tourism (primarily in foreign tourism), but also involved up to 100 thousand employees in this work, which had a significant positive impact on the labor market. On the other hand, state support for tourism has sharply decreased, which has led to the almost complete disappearance of social tourism. The chances of survival were preserved mainly by commercial forms and types of tourism. At the same time, outbound tourism has increased enormously, which means, from an economic point of view, the export of capital from the country. Outbound tourism in terms of foreign exchange costs significantly exceeded foreign exchange earnings from inbound tourism. For 1994-1999 Russians spent about 42.5 billion dollars on foreign trips. Finally, adverse changes occurred in the economy hotel industry countries. The growth of transport tariffs and the reduction of social tourism were the reason for the decrease in the load factor of the vast majority of Russian hotels, which put them on the verge of bankruptcy.
The market model of the economy required the development of fundamentally new approaches to the formation of an organizational and economic development mechanism Russian tourism. But even the first steps in this direction have shown that this process is very complicated and leads to a radical break in the economic and social relations in this area.
Deep, often contradictory changes in the organizational structure of tourism, unsystematic changes in the status of the country's national tourism administration did not go unnoticed for the development of the industry. Also unclear is the issue of tourism administration at the international level.
Many issues related to the activities of Russian tourist organizations and firms, including issues of licensing, certification, etc., have not been fully resolved at the state level. causes justified criticism of the tax policy in the field of tourism. Privatization and corporatization processes are developing
here, not always with the accepted legal and regulatory framework, which, moreover, is far from perfect. There is no real mechanism for attracting investment in tourism facilities, extensive methods of using resources, including labor, remain. A clear system of marketing research has not yet been developed in the tourism business, many theoretical and practical issues of tourism marketing remain undeveloped, and there are many shortcomings in the organization of advertising activities.
In the literature and scientific research on the development of Russian tourism, there is practically no deep analysis of the state and forecast of its development: the main trends and patterns.
Under these conditions, it is necessary to develop new approaches to the formation of an organizational and economic mechanism for the development of tourism in order to increase the efficiency of its functioning both in the country's economy and when the country enters the international level.
In recent years, Russia has also increased attention to the study of the features of the formation of the service market in general, and the tourism market in particular. New directions of its development and regulatory mechanisms are being explored, a comparative analysis of the national markets of tourism services from different countries of the world and the Russian market, their integration into the world market of tourism services is carried out. In this regard, the works of R.A. Brymer, J. Bowen, F. Kotler, J. Walker, V.I. Azara, A.M. Babich, Yu.K. Bainazarova, M.B. Birzhakova, V.G. Gulyaeva, A.L. Lesnik, M.E. Nemolyaeva, E.V. Egorova, E.N. Zhiltsova, I.V. Zorina, D.K. Ismaeva, Yu.S. Putrik, N.V. Kolesnik, G.A. Papirian and others.
At the same time, the existing studies do not sufficiently reveal the possibilities for implementing forms and methods of strategic management and marketing acceptable for modern conditions in Russia in order to develop tourism.
In conditions of an acute shortage of investment resources, non-capital-intensive methods and technologies of intensive development are of interest. These include marketing as the most important tool for developing the tourism business and increasing the competitiveness of its subjects, as well as mechanisms for improving the efficiency of the functioning of enterprises in the field of tourism.
At the same time, the issues of creating a favorable investment climate in the country, creating investment conditions that stimulate the flow of funds into the objects of the tourism industry in Russia remain relevant.
First of all, this applies to the country's hotel and resort enterprises.
In addition, the mechanism for regulating the development of tourism should be based on an analysis of trends and an objective forecast for the development of the world market for tourism services. It is necessary to determine the share of state participation in the regulation of the tourism market, since it is it that forms the main framework for the activities of various travel agents both in the national and in the international tourism market.
Of course, it is difficult to say that the country will receive income from tourism comparable to the income from this sector of the economy, for example, the Mediterranean countries. At the same time, it must be admitted that the opportunities for tourism development in Russia are enormous and largely untapped. And in order to achieve the latter, it is necessary to know the specifics of these opportunities, due to the national, climatic, cultural and economic characteristics of the country.
One of the most profitable areas of the tourism market is the accommodation market. An analysis of the world experience in the development of the hotel services market will reveal the patterns of its development and identify a number of problems that the Russian market of accommodation facilities will have to face in the future.
When analyzing modern stage development of the hotel market in Russia, significant problems of its development at the national level have been discovered, which require a quick solution to bring the level of hotel services closer to the world level.
All of the above determined the relevance of the dissertation, determined the choice of the topic of the dissertation work and determined the composition of the problems studied in it on the basis of world experience in the development of international tourism, an objective assessment of the state and real socio-economic opportunities for the development of tourism in Russia.
It should be noted that the study was difficult due to the imperfect statistical base of tourism. The system for collecting and processing statistical data on tourism is in the process of formation. State and municipal authorities are making only the first attempts to conduct statistical surveys of tourist firms and qualitative parameters of hotel enterprises operating in the Russian market.
The theoretical and methodological basis was the fundamental works of Russian and foreign scientists in the field of modern socio-economic and organizational and legal problems of a market economy, including in the field of tourism.
A systematic approach was used as a methodological basis for scientific and applied developments. The choice of research methods was due to the goal and the specifics of the subject area.
The aim of the work is to study foreign experience in the development of tourism, to identify the main trends in the development of international tourism mechanisms for increasing Russia's participation in international tourism.
Achieving the goal required setting and solving the following tasks:
Generalization of theoretical scientific provisions and clarification of the fundamental definitions of tourism in general and international tourism in particular;
Study of foreign experience and trends in the development of world tourism;
An adequate assessment of promising areas for the development of the country's tourism potential;
Analysis of the main directions and trends in the development of international tourism in Russia;
Identification of rational organizational structure tourism management in Russia;
Definition of the role, main directions and boundaries of state regulation and support of tourism;
Identification of the main methods of intensive development of tourism;
Analysis and evaluation of the prospects for the development of the Russian market of accommodation services, comparison of its formation with international experience in the development of the hotel services market.
The subject of the research is international tourism as a component of the world and national economy; experience of the organizational and economic mechanism for the formation of the market of tourist services in foreign countries, the possibility of its application in Russia; international market of hotel services and market Russian funds accommodation.
The tourist complex on an international scale, on the scale of individual countries, as well as the Russian tourist complex, including government and regulatory bodies, enterprises and organizations that meet the needs of the population in active recreation, and potential consumers of tourism services, was chosen as the object of study.
The information base of the study was made up of legislative and regulatory legal acts and decisions of the GATT, GATS, WTO, the Russian Federation; data of the State Statistics Committee of Russia; statistical, informational and analytical materials and regulatory and methodological documents of the Ministry of Economy and the State Financial Committee of the Russian Federation, GAO "Moscow", Russian tourist and hotel associations; press releases of travel agencies and hotels; brochures; corporate reports; information obtained from the Internet and Lexus Nexus; records of conversations with heads of tourist Russian and foreign organizations and firms; publications on tourism issues in domestic and foreign periodicals.
The scientific novelty of the study lies in the proposed concept of increasing Russia's participation in international tourism, taking into account real opportunities and the study of the experience of developing international tourism in foreign countries.
The most significant results obtained by the author:
Systematized and supplemented a number of definitions of the tourism sector, clarified the content of the economic category "tourism", which made it possible to determine its place in the international and national economy;
The principles, methods are formulated and the mechanism of state regulation and support of tourism in foreign countries and Russia is analyzed,
Proposals were made to clarify the structure and functions of the system of state regulation of tourism, a view was made on the creation of an independent body for managing tourism activities in the system of federal authorities;
The mechanisms for attracting foreign investment in the tourism sector are determined, the main trends in the development of tourism in Russia are identified, taking into account the identified economic and cultural potential of the country;
Based on the study of foreign and Russian trends in the development of tourism, a forecast was made for the development of the hotel services market in Russia, practical recommendations were given for improving the mechanism for regulating the activities of enterprises operating in the accommodation market, parameters for certification of hotels and methods for monitoring the quality of hotel services were proposed.
The practical significance of the work lies in the fact that the results of the study carried out within its framework and the recommendations developed on their basis can be used in the formation of a strategy for the development of tourism and the hotel industry in Russia.
In this case, the greatest practical value are:
Substantiation of the prospects for the development of tourism in Russia on the basis of the analysis of trends and patterns of functioning of tourism in foreign countries;
Proposed and substantiated directions for enhancing investment activities in the field of Russian tourism and one of its main components - the hotel complex;
Developed hotel certification parameters and methods for assessing the quality of hotel services.
Approbation. The conclusions and proposals contained in this dissertation were used in the course of lectures at the Department of Russian Economics. Plekhanov, practical recommendations on the classification of hotels and the adjustment of methods for assessing the quality of hotel services have found application on the basis of some Moscow hotel enterprises.
The structure of the work reflects the general idea and logic of the study, determined by the purpose and objectives of the work. The dissertation consists of introduction, 5 chapters, conclusion, bibliography. The work is set out on pages, contains
tables, figures, diagrams, graphs, diagrams, histograms,
applications, a list of references from the names of domestic and
foreign publications.
Features of the interpretation of the concept of tourism and forms of its organization at the national and international level
Thomas Cook, a native of the town of Melbourne, in central England, a Baptist who hates alcohol and tobacco, put people on a train and took them on their first excursion to distract people from bad habits. About whether there were fewer drunkards and smokers in England after that, history is silent. However, the day of the birth of tourism has since been considered the day of July 5, 1841. - the day of the first public railway excursion in the history of England. After the unions won annual holidays for workers who did not know what to do with their free time in the second half of the 1840s, Cook suggested that during the holidays you need to engage in tourism and entertainment. Thus was born the world's first travel agency "Thomas Cook and Son".
Since tourism has become an object of study, attempts have been made to establish its exact characteristics. According to the scientist Kohen1 there are as many terms of "tourism" as there are studies on it. The question of definitions, as M.B. Birzhakov, and today is quite relevant and is the subject of "fierce and ambitious discussions"2 of leading scientists - tourism theorists. Meanwhile, a clear interpretation of tourist terms and concepts is important for understanding the processes that take place in tourism.
The first definitions of the era of "handicraft tourism", as noted by the Spanish scientist L. Fernandez Fuster3, focused on the relationship between tourism and transport, i.e., based on these definitions, tourism was considered a part of transportation.
With the development of tourism and its transformation into a mass phenomenon, new interpretations of this concept have appeared.
For the first time the concept of "international tourist" was introduced in 1937. Council of the League of Nations. According to this definition, such was a person with three characteristics: 1) movement; 2) temporary stay in a certain place; 3) lack of connection with work and earnings4. Based on these features, a specific tourist terminology was formed.
According to the definition adopted by the United Nations, tourism is an active recreation that affects the promotion of health, physical development a person associated with movement outside the permanent place of residence.5
The Academy of Tourism of Monte-Carlo gives a broader definition of "tourism": "it is general concept for all forms of temporary departure of people from their place of permanent residence for recreational purposes, to satisfy educational interests in their free time or professional business purposes without engaging in paid activities in the place of temporary residence. .
The most common definition of tourism today is the definition of W. Hunziker - K. Krapf, known as the "general theory of tourism". It defines tourism as the totality of relationships and phenomena resulting from the movement of people and stay outside their place of residence until such time as the stay does not become a permanent place of residence and is not associated with income generation.”7
Despite the fact that the search for an "optimal" definition of tourism is still ongoing, the system international organizations quite definite interpretations of this term have developed at the state level, and other interpretations only highlight or supplement its features.
According to one of the latest definitions proposed by the United Nations Statistical Commission in March 1993, "tourism covers the activities of persons who travel and stay in places outside their normal environment for a period not exceeding one consecutive year for leisure, business and other purposes.”8 B this definition to distinguish tourism from other types of travel are: the irregular nature of travel; motivation for the trip, not related to the search for permanent work or migration; voluntariness to travel. All of the above leads to any demand for tourist facilities, including accommodation facilities. It is this definition that is used by the World Tourism Organization (WTO). Meanwhile, for example, in the United States, only those citizens who move from their permanent place of residence for a distance exceeding 100 miles are considered tourists. Trips over shorter distances are not included in tourism statistics.9
The Federal Law of the Russian Federation "On the Fundamentals of Tourism Activities" interprets tourism as "temporary departures (travels) of citizens of the Russian Federation, foreign citizens and stateless persons ... from a permanent place of residence for recreational, educational, professional, business, sports, religious and other purposes without engaging in paid activities in the country (place) of temporary residence".10
The concept of tourism in our country has long been associated with sports and health promotion, and not with a sector of the economy that can generate income. But gradually, in the process of development of economic and production relations, a special sphere of labor emerged, the main function of which was the organization of versatile recreation for the population in the form of tourism. Tourism is increasingly being referred to as an area of the national economy.
Justifying the need to single out tourism as an independent industry, it is necessary to take into account the main factors in the formation of its production features, their compliance with certain classification criteria, according to which enterprises, organizations and associations are part of the corresponding sector of the national economy, their dependence on the nature of the main activity. In addition, it is necessary to take into account the achieved scale and prospects for further development of the industry. As is known, the set of enterprises that form a separate industry is characterized by the following main features: a sufficient number of economically independent relations between enterprises with a homogeneous type of production; sustainable economic ties with other sectors of the national economy; certain economic authority. The current state of tourism meets all of the above characteristics.
The current state of the tourist potential of Russia
The modern development of tourism is to a small extent focused on the organization of active recreation for the mass consumer and in its overwhelming part is turned "to the West", i.e. for outbound tourism. More than 90% of domestic travel companies are engaged in outbound tourism and less than 10% work to attract foreign tourists to Russia. Over the past 10 years, international tourism in the Russian Federation has developed mainly with an outbound orientation, while inbound tourism, as one of the most highly efficient sources of foreign exchange earnings, is a priority for tourism development in most countries of the world. In addition to providing foreign exchange earnings, inbound tourism creates additional jobs, making it possible to solve many socio-economic problems.
According to the federal law of the Russian Federation "On the fundamentals of tourism activities in the Russian Federation", the support and development of domestic and inbound tourism is a priority area of state regulation. At the same time, the development of these types of tourism should be based on the targeted and reasonable use of the country's tourism potential. The larger the "range" of various tourism resources a country has, the more opportunities it has to attract tourists and increase the duration of their stay.
The countries that receive tourists for summer holidays receive the greatest income from tourism - Spain, Greece, Turkey, Cyprus, countries in Southeast Asia, islands in warm seas, however, Russia has only a relatively small section of the Black Sea coast. The country does not have the opportunity to compete with the above countries due to the small length of sandy beaches, the unfavorable ecological state of sea water due to the unsatisfactory state of treatment facilities and discharge industrial waste. Therefore, the most that the resort areas of the Black Sea coast can count on is the restoration of the level of arrivals of Russian citizens to the level of the times of the USSR. To do this, their owners need to take serious measures to improve the quality of service and the range of entertainment services.
As for winter ski resorts, only two regions can theoretically count on foreign tourists - the Caucasus and the Khibiny. But the image of the Caucasus in the eyes of Western tourists has suffered greatly due to the political instability of recent years. For the same reason, the prospects of the balneological resorts of the Caucasian Mineral Waters are doubtful even for Russian tourists. It is hard to imagine that a Western tourist would go for treatment not to Alpine balneological resorts, not to Baden-Baden, not to Karlovy Vary, but to distant Russia. The reputation of a mineral spring has been created for decades: both doctors and patients in the West know the properties of their mineral waters according to numerous case histories of his friends and relatives. Any, even the most unique chemical formula of the composition of the Caucasian water in itself will not be a weighty argument for them in favor of a trip to the Caucasus.
As for the Khibiny, it must be taken into account that the region is located beyond the Arctic Circle and a significant part of the season falls on the polar night. In addition, in terms of picturesqueness, this area is far inferior to any Alpine ski resort. Considering also the high capital intensity of ski facilities, it should be recognized that in terms of ski tourism, Russia can hardly seriously compete with the Alpine countries.
From the point of view of educational tourism, the main thing that attracts tourists to the city is architecture, especially old and medieval. The vast majority of Russian cities are completely unpromising from this point of view. Firstly, the wooden buildings of most cities did not survive due to the fragility of the building material. Secondly, the architecture of the Soviet period is of no interest to Western tourists.
For Western tourists, only two cities are of interest: St. Petersburg and Moscow. And if on the way from Moscow to St. Petersburg he stops for half a day in Novgorod and Pskov, then he can consider that he has examined 90% of the educational sights of Russia.
However, there are two promising segments for the development of the tourist market in Russia. The first segment is business tourism. Businessmen make up a fairly stable entry flow. Moreover, the distribution of this flow by countries of origin correlates quite well with the distribution of Russia's foreign trade volumes with these countries and does not correlate with the distribution of investments from these countries in the Russian economy. In other words, business people from the West go to Russia to trade, not to invest in its economy.
The second promising segment of the development of the tourist market in Russia is ecological and adventure tourism. There is even an international program of the World Bank for the development of ecological tourism in the Baikal region. Americans can be considered the most easily motivated customers for the consumption of this type of tourist product. Experts estimate that more than 78 million Americans have taken part in this kind of travel in the past two years. various corners world.1 In the expanses of Russia, thousands of adventure routes can be placed, primarily water and, to a lesser extent, walking and horseback riding. Their attractiveness for Western tourists lies precisely in their "wildness", isolation from civilization (Olkhonsky district of the Irkutsk region, a jeep tour from Irkutsk through Buryatia to Mongolia). Rural tourism is also attractive, which can develop on the basis of half-forgotten villages located within ecologically clean territories. Such a tourist product does not require large capital expenditures, but requires special knowledge points, terrain and routes from travel companies.
Unfortunately, inbound adventure tourism in Russia is practically non-existent. At the same time, hunting tourism related to it has become quite widespread. However, hunting tourism, unlike adventure tourism, by its nature cannot be massive, therefore, cannot generate large incomes.
The system of state regulation and support for the development of tourism in Russia in the context of the experience of countries with developed economies
During the existence of the USSR, the state regulated the tourism sector through 3 institutions: the State Committee for Tourism, the Central Council of Trade Unions of the All-Union Central Council of Trade Unions and the Sputnik Youth Tourism Bureau. Despite the fact that the last two organizations were public, the country's tourism market was practically monopolized. These organizations accounted for 85.10 and 5% of international tourism exchange, respectively.1
In connection with the liquidation of the USSR and the country's transition to market relations, the structure of tourism management has undergone significant changes. Ceased to exist as organs government controlled, in the early 90s, the above organizations were transformed into joint-stock companies that retained their brand names and operate as ordinary travel agencies.
For a long time, the issue of creating a body or department responsible for the development of the tourism sector remained unresolved in the structure of the federal executive authorities of the country. March 1992 For this purpose, the Ministry of Culture and Tourism of the Russian Federation was formed. Six months later, it was transformed into two independent departments: the Ministry of Culture and the Committee for Tourism (Roskomtourism). In January 1994, the Committee for Youth Affairs, Physical Culture and Tourism was formed, which was then transformed into the Committee of the Russian Federation for Physical Culture and Tourism (CFT RF), which later received the status of "state" and became the SCFT RF.
Decree of the Government of the Russian Federation of April 27, 1997 No. 427 approved the SCFT of Russia as a federal executive body responsible for management, inter-industry and inter-regional coordination in the field of physical culture and tourism, the implementation of state policy in the field of conservation and development of the country's resort complex.
May 25, 1999 By the Decree of the President of the Russian Federation "On the Structure of Federal Executive Bodies", the Russian Agency for Physical Culture and Tourism (RAFT) was created instead of the State Committee for Finance of the Russian Federation. Having existed for 12 days, in connection with the new Decree of the President of the Russian Federation, it was transformed into the Ministry for Physical Culture, Sports and Tourism - hereinafter referred to as the Ministry. The structure of the SCFT of Russia was taken as the basis for the structure of the Ministry, which was developed taking into account the recommendations of the WTO and generally met the requirements for the structure of the national tourism administration.
However, it should be recognized that the presence of the Ministry, which deals primarily with the problems of sports and physical education, and only then with tourism, is not enough today to solve the integrated development of tourism in Russia. Back in October 1996. at the international seminar “Planning sustainable development of tourism at the national and regional levels” in Sochi, the WTO representative stated that “the ministry should deal only with tourism ... if only tourism is within the competence of the department, this will increase the priority of tasks and the significance of this sectors in the structure of government") The Hague Declaration on Tourism noted that it is necessary to "enlarge in all countries the rights and obligations of national tourism administrations, equating them to the same level as administrations responsible for the other major economic sectors."3
Today, the most significant issues for the tourism industry of investment, lending, budgetary financing of projects, etc., are not within the direct competence of the Ministry, but are scattered across different ministries. This creates problems in coordinating and solving the most important problems of tourism development. For example, the Ministry is conducting a large-scale advertising campaign for the development of inbound and domestic tourism, and the Ministry of Transport or Civil Aviation may well increase tariffs for transportation at the same time.
In international practice, such problems are solved very successfully. For example, in the United States, the Tourism and Travel Authority performs its functions of developing a national tourism complex with the support of a tourism advisory board, which includes 15 representatives of various industries.4 And in France, 10 ministries allocate part of the funds from their budgets for development of the country's tourism industry.5
The formation of the country's supreme tourism management body in this way had a negative impact on the formation of management bodies in this area in the subjects of the Federation. Before the advent of Roskomtourism, they existed only in 2 subjects of the Federation, today they already exist in 86, and at the same time they are very diverse: committees, state committees, departments, even ministries for tourism, departments and departments within the regional administration, etc. In 1996 in the State Duma Federal Assembly The Russian Federation created the Committee for Tourism and Sports, endowed with the rights of a legislative body.
Public forms of self-government by the industry are also developing. In accordance with the Concept of Reorganization of Tourism Development in Russia, a Coordinating Committee for Physical Culture, Sports and Tourism was established under the President of the Russian Federation, whose decisions are advisory in nature, and all activities are carried out on a voluntary basis. Its functions include ensuring the development of the foundations of state policy in the field of tourism, coordinating work on the examination of regulatory legal acts and federal programs, and analyzing the state of national tourism.
More than two dozen tourist unions, associations, associations have also emerged in the country, such as the Tourism Association (ASTUR), the EuroAsia Association, the National Tourism Organization (NTA), the Association of Tourist Organizations of Russia (ASTOR), the Russian Association travel agencies(PATA), etc. RATA has become a leading organization in the industry, with serious authority as a representative of the interests of the Russian tourism business. With the participation of RATA in 1995, mainly for the protection of consumer rights, a non-profit organization "League for the Protection of Travelers' Rights" was created.
Sources of attracting investment in tourism
According to the World Travel and Tourism Council, tourism is an industry that attracts billions of investments, in which about 400 billion dollars are invested annually. It is in the field of hotel and tourism business that investments give a faster return, which is confirmed by the practice of developing national economies in many countries of the world .
The sources that the state can use to invest in tourism are well known in world practice. These are: state budget revenues; grants created by the state; government loans received specifically for specific tourism projects; loans from international financial institutions; assistance programs economic development from international organizations and financial institutions; private financial investment.
actual size financial assistance provided to tourism by the state is determined by the importance of the tourism sector in the country's economy and the specific difference between this sector and others.
State subsidies come in many forms, ranging from activities to promote a positive image of the country to the provision of tax incentives for tourism activities. Among the main types of public investment in tourism can be identified: lowering the price of investment in tourism projects, which includes profitable loans at favorable interest rates (the government reimburses the difference between a fixed interest rate and a market rate); sale or lease of land at a price below the market; tax incentives, protection from double taxation through the conclusion of an agreement with other countries; reduction of duties; direct subsidies or investment guarantees to attract foreign investors (loan guarantees or capital repatriation guarantees in profits), etc.
It should be noted that investing in tourism is a very risky undertaking. this type of activity is very sensitive to economic, political, climatic and other changes, which can drastically reduce the flow of tourists and thus significantly affect tourism receipts. Therefore, the state should make more efforts to attract investment in the tourism sector than in other sectors of the economy.
The government should ensure that the above types of incentives are used for their intended purpose and projects are consistent with the goals for which the money was allocated.
The awarding of grants or loans, in addition to government-backed investment banks, is handled by NTOs (National Tourism Organisations) and the Tourism Development Corporation. Taxation is under the control of the Ministry of Finance. In developing countries, the tourism sector may be financed by other international agencies.
In different countries, preference is given to different types of incentives. For example, Greece and Portugal use concessional loans. In Austria, concessional loans account for half of all investments and are issued at a 5% commission for 20 years. France, Italy and UK Special attention give subsidies. Spain has introduced a low value added tax on the purchase of imported goods.
International investment in the tourism sector is provided by both international organizations and the private sector.
The main foreign borrower is the World Bank (IBRD - International Bank for Reconstruction and Development). Its activities are aimed at ensuring a normal standard of living in developing countries through long-term financing of infrastructure development in these countries.
Direct investment in tourism development is a non-priority direction of this bank, but it finances joint projects using export credits. The Bank encourages institutions that insure loans in the countries of potential suppliers, issues guarantees to predominantly competitive suppliers selected by tender.
Unlike the World Bank, short-term loans are provided by the International Development Association, and the International Financial Society takes part in projects.
The European Union also invests in tourism through the European Regional Development Fund (EFRD), which was founded in 1975, and provides financial support to underdeveloped regions of the union. When awarding grants, the foundation gives preference to those projects that develop the type of tourism that is relevant today - rural tourism and that actively promote the historical and cultural heritage of the region. EFRD grants are loans on special conditions for 40 years, and for the first 10 years they are issued at 1% per annum.
Other organizations that finance tourism development include the European Investment Bank (EIB), which subsidizes the difference interest rates at the expense of resources received in international credit markets at preferred rates, thus performing intermediary services. For example, the EIB has financed the construction of the Channel Tunnel, the construction of Disneyland Paris, the expansion of Frankfurt, Munich, Hamburg airports in Germany and Stansed Airport in the UK.
One of the main sources of risk when investing in tourism is its huge capital intensity in relation to operating costs. This is due to the high cost of premises and equipment. Capital accumulates slowly over a long period of time, and the return on investment is also slow. Therefore, the primary task is to reduce the cost of capital.
Due to the complex nature of the tourism service, it is impossible to solve all the tasks set for the tourism sector.
As for Russia, it receives tangible assistance from the World Tourism Organization. Within the framework of the sectoral support mission of the UN Development Program, an ecotourism project is being implemented in the Galichsky district of the Kostroma region, which is recognized by foreign experts as very promising.
But any international assistance is just assistance, and most often it is of a tactical, short-term nature. While we should talk about strategic, long-term investments in tourism facilities based on the use of budgetary and extrabudgetary funds, private investments of both domestic and foreign investors.
The investment mechanism used, at first glance, is quite simple and well-established: the accumulation of financial resources, their transformation into investments, investment management, control and responsibility for their intended use.
At the same time, it is obvious that tourism in the list of recipients of budget money will always be closer to the end. The line pursued by the Government of the Russian Federation on the use of non-inflationary methods of financing the budget deficit does not allow counting on the “mercy” of the state.
Attempts to transition the state to the implementation of a new competitive investment mechanism also did not give a noticeable effect. No real progress has been made on this path. Underfunding of planned investment expenditures has unfortunately become the norm.
In recent years, the tourism business has begun its rapid development in all countries of the world. Getting acquainted with the experience of various foreign countries, one can see that the success of the development of the tourism business largely depends on how this industry is perceived at the state level, and how government institutions support this industry. In order to receive income from the tourism business, any civilized state must invest heavily in the study of its territories in order to assess the tourism potential. State programs should contribute to the development of the tourism business, the development of tourist centers, the creation and development of the necessary infrastructure, as well as advertising and information support.
Practice shows that the private sector will never be able to make large investments for the development of resort tourism enterprises, as well as the main elements of tourism infrastructure, it is not capable of performing the functions of the National Tourism Administration. In countries with a developed tourism business, there are organizations that are subordinate, as a rule, to ministries that are involved in the development of national tourism development programs. Such organizations have different names, so in the UK it is BTA (British Nourist Authority), in Italy - ENIT, in Ireland - Irish Board, in Spain - Turespana, in Norway - NOTRA. Such organizations have their tourism offices in other countries. These organizations develop programs that will attract tourist flows and provide tourism information.
The specifics of the tourism business is associated with a wide range relationships. These relations are entered into by persons who participate in the processes of organizing travel and recreation. The existing relations are so diverse that they give rise to a certain complexity of legal regulation.
In any individual state, the relationship between the parties "travel agency - state", "tourist - state", "tourist - travel agency" is regulated by the relevant legislation. Such legislation should fully cover every element of the relationship between these parties.
To date, there have been several approaches to the organizational process of state regulation of tourism. So in many developed countries market economy state regulation is completely absent, and market entities themselves carry out operational regulation. In those countries where there is state regulation of the tourism services market, two models are applied - there are special government bodies, or regulation is carried out by multidisciplinary bodies.
Now let's look at how state institutions operate on the example of several countries.
1. In Austria the tourism industry is supervised by the Ministry of Economy. Advertising of the state's tourism opportunities is carried out by the Austrian National Tourist Office, which has its offices in 26 countries around the world.
2. In Great Britain The tourism sector is managed by the Ministry of Culture, Entertainment and Sports, which is directly subordinate to the body that is responsible for tourism - the British Nourist Authority (BTA). This organization is engaged in attracting flows of foreign tourists to the UK, and is also engaged in the development of domestic tourism. In addition, this organization consults with the government and other government agencies involved in tourism. To do this, at the initiative of the administration, advertising campaigns are carried out outside the country through a network of their offices and representatives. The press, radio, television are also used for these purposes. The administration is organizing international conferences, provides consulting and marketing services on international tourism issues and publishes various information and reference materials. In terms of its organizational and legal form, the BTA is also a private entrepreneurial institution, which, along with traditional activities in foreign markets, also provides a number of paid marketing and consulting services, organizes seminars and exhibitions, implements a number of projects with the involvement of foreign capital, publishes and sells guidebooks, videos and other advertising and information products. The BTA is headed by the Board of Directors, which consists of five members and the President. The organization employs about 300 people, of which about a third work directly in London, and the rest work in 26 offices abroad. About 68% of the necessary Money BTA receives from the state budget.
3. In Germany The organization of the tourism business is carried out by the National Tourism Committee of the Ministry of Economics, which is responsible for promoting the tourism product in Germany and increasing tourist flows to the country. Representations of this committee work in 27 countries of the world.
4. In Israel operates the Ministry of Tourism. In 2007, the organization's budget was $150 million. These funds were used to finance various events related to presentation, information, exhibition activities in all countries of the world. Also, part of these funds was directed to holding various conferences, organizing consulting services, publishing promotional materials and booklets.
5. In Indonesia there is a special department for tourism affairs, which has broad powers in the field of protecting the rights of tourists. So in the country there is a tourist police, which exercises supervision and control over all enterprises of the tourist business. In addition, she is directly involved in resolving conflict situations in which foreign tourists become participants.
6. In Italy in 1983, a law was passed to improve and develop the tourism and hotel industry. The law defines the main management bodies of the tourism business at the regional level and the procedure for their functioning. A clear definition of a tourist enterprise and the conditions for its registration are given. The law also defines the classification of the hotel industry, sets out a number of conditions under which tourist bureaus, transport and public associations are allowed to engage in tourism business. In addition, the law regulates the activities of professionals in the tourism sector, defines measures to support the tourism business from the state. The Tourism Department is part of the Ministry of Industrial Activities. The department coordinates the activities of regional tourism administrations, develops normative and sectoral documents of a national nature, researches and processes statistical data. In international activities, the department is engaged in the creation of intergovernmental agreements and relationships with other international tourism organizations. The powers of local administrations are broad. They are responsible for all issues of licensing tourism activities on their territory, carry out the classification of hotels, have the right to advertise and promote their tourism products both domestically and abroad. But, nevertheless, the main role in representing Italy in the international tourism market is assigned to the National Tourism Authority (ENIT). The main function of this organization is the organization of advertising and information work, marketing research, coordination of activities of foreign and local tourism organizations. ENIT is subordinate to the Department of Tourism, and its activities are fully financed from the state budget.
7. In Spain all tourism activities at the national level are defined by the Law on competence in the field of tourism and the Decree on the activities of private tourism enterprises of January 14, 1965. In addition to the national law, each of the seventeen autonomies has its own tourism legislation, the main provisions of which correspond to the above law. Articles on tourism regulate relations between the seller of a tourist product and a tourist, as well as a number of conditions under which legal entities and individuals are allowed to engage in tourism business, the procedure for providing tourists with their services, as well as measures of control by the state and the procedure for applying sanctions to violators. In April 1996, the Spanish Parliament approved the Combined Travel Act. This law clearly defined the rights and obligations, as tourism organization and the consumer of tourism services. Combined travel is understood as a trip that includes a tourism product containing at least two of the three main elements - accommodation, transportation and any other tourism services. This law gives a clear distribution of responsibilities within the tourism industry and provides clarifications on various aspects of the tourism product and combined travel. All issues of tourist activity in Spain are handled by the State Secretariat for Trade, Tourism and Small Business, which is directly subordinate to the Ministry of Economy. In addition to the State Secretariat, the following organizations are also subordinate to the Ministry of Economy: - The Central Directorate for Tourism, which deals with administrative issues and the development of general directions of state policy in the field of tourism business. - The hotel chain "Paradores", which includes 83 hotels that are of historical value. – Two exhibition and congress centers, which are located in Madrid and Malaga, as well as the Spanish Institute of Tourism Turespaca. The powers of the Ministry of Economy are rather limited. Such important issues as certification of services, licensing, development of a strategy for the tourism industry belong to local authorities. In order to coordinate the activities of these organizations in Spain, a Tourism Development Council was created, which includes representatives of government at all levels, as well as representatives of private business. In most cases, Council decisions are only advisory in nature. The Spanish Institute of Tourism "Turespaca" is engaged in attracting foreign tourists. The Institute is also engaged in the promotion of Spanish resorts and advertising activities abroad. The activities of the Institute are fully financed from the state budget.
8. During France The Tourism Act defines the conditions that make it possible to engage in the sale of tours. Also, a circle of legal entities and individuals who are subject to this law is established, a list of services that are considered to be tourist services is given. In addition, a number of conditions have been formulated that make it possible to carry out tourism activities for travel agencies, various public organizations, local tourism authorities and individuals. Here we are talking about the possibility of obtaining official permission to engage in tourism activities in the form defined by the Law. In a special section of this Law, all relations between the consumer and the producer of tourist services are recorded. It also provides the basic rights and obligations of the seller of services and the buyer, which must be contained in the contract. The law regulates the responsibility of the seller of a tourist product for the quality of the services it provides. In addition, the Law provides for liability for violation of the Law and sanctions for violators and a mechanism for control by state organizations over the conduct of activities of legal and individuals that are subject to this Law. The Ministry of Transport and Public Works is responsible for regulating tourism activities. In its structure are the State Secretariat for Tourism and the Department of Tourism. These bodies deal with the management and regulation of the tourism industry, investment and international relations the field of tourism business. In addition, there are still a number of bodies that take part in the management of tourism activities with an advisory vote: - Tourism Council under the Ministry of Transport and Public Works. - The National Committee for the Prosperity of France, which deals with issues of ecology and greening of cities. – National Holiday Travel Agency. - The French Agency for Tourism Engineering and the National Tourism Supervisory Board, which is responsible for marketing research and statistics in the tourism business. Also at the regional level, there are representatives of the central executive power, whose responsibilities include deciding on the development of the tourism sector and who report directly to the prefects. The activities of these representatives are mainly aimed at coordinating local initiatives in the tourism sector. The promotion of the image of France as a tourist center in the international market is carried out by the association "Maison de la France", which was founded in 1987 as a result of a partnership agreement between the administrations of sightseeing objects, tourism companies and local administrations. The activity of this organization is partly financed from the state budget, the share of which is 60%.
9. In Finland tourism activity is regulated by the Laws “On entities entitled to sell tours” and “On tours and engaging in tourism activities”. The adoption of this law was caused by Finland's accession to the EU and the need to bring Finnish laws into line with EU requirements. These laws regulated the relationship between the client and the travel company on the sale of the tour, as well as the procedure for resolving disputes that arose. In March 1995, the Decree of the government structures of Finland “On engaging in tourism activities” was adopted. This decree provides the basic information that is required when registering to engage in tourism activities. In addition to the usual questions, it was necessary to indicate whether the given company is an intermediary of a foreign travel company.
10. In United States of America The first US National International Tourism Act was passed in 1961. This law provided for the creation of the Travel and Tourism Administration (TTA), which functioned as part of the US Federal Department of Commerce. Somewhat later, in 1981, the Law "On National Tourism Policy" was adopted. In May 1992, the Law “On Tourism and Export Development Policy” was adopted, which set the following tasks for the TSA: coordination of state tourism policy in the interests of the United States, maintaining statistics on tourism activities, studying the tourist market, providing support to states, counties , cities and rural areas, leadership of the tourism development program. In addition to the National Authority responsible for regulating tourism activities at the federal level, each of the US states has a corresponding service that is responsible for the development of tourism business. In most cases, this is the Agency for Trade, Commerce and Tourism, which deals with the tasks of systematic growth and comprehensive development of the tourism business. It also organizes advertising and information programs to promote tourism and carries out research activities to analyze the state and prospects for the development of the tourism industry. In 1996, the US Congress passed another law that contributed to the development of the tourism business. Starting from 1997, a new federal tourism structure began to function - the National Tourism Organization (NOT). This Act states that if the TTO does not soon increase the share of the United States in the world tourist market and does not increase the flow of foreign tourists, then it will be dissolved.
11. In Switzerland all tourism matters are handled by the Central Office for Tourism (CVT), which is the largest national advertising agency.
In the EU, in June 1990, the EU Directive was adopted, which regulated all issues related to the content of tourist services and the tourist product as a whole. In order to protect the rights of consumers, this directive brings the texts of contracts between travel company and the tourist, as well as stipulated all the conditions, mutual rights, obligations and guarantees.
After some decline observed in 2001-2003, 2004 and 2005. marked a significant rise cross-border movements. The number of international tourist arrivals in 2004 amounted to 763 million people, in 2005 it increased to 808 million people, and by the end of 2007 the figure is almost 898 million. If we consider statistics within specific regions of the world, we will get the following data.
As of the end of 2007, visits to the Middle East as a whole amounted to 46 million tourists and remains one of the successful places in terms of visiting, despite the ongoing tension in this region of the world. This region stands out with a good indicator of attendance, and the number of tourists is growing every year. In 2007, among the leading countries in this region in terms of attendance, one can single out Saudi Arabia and Egypt. Against the backdrop of strong growth of the above countries - 7% annually since 2000, 185 million tourists visited Asia and the Pacific. At the end of 2007, the increase in attendance compared to 2000 is: Japan (+14%), Malaysia (+20%), Cambodia (+19%), Vietnam (+16%), Indonesia (+15%), India (+13%) and China (+10%) continue to grow. With an estimated total of 44 million international tourists, Africa has confirmed a good growth rate for 2006 as its growth averaged (+7%), which compared to 2000 (+3%) is not a bad result.
Tourist attendance in North Africa is (+8%), which is slightly better than the Sahara regions, where the increase is only (+7%). America doubled its growth rate from (+2%) growth in 2006 to (+10%) at the end of 2007, which is a very good indicator.
In 2007, 480 million tourists visited Europe.
Greece (+12%), Portugal (+10%), Italy and Switzerland (+7%), Germany (+12%).
All these indicators are presented in (Table 1).
Table 1. Calculated according to UNWTO data.
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International tourist arrivals |
Market share (%) |
Change % |
Annual increase % |
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International |
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Northern Europe |
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Western Europe |
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Central/East Europe |
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South/Mediterranean |
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Northeast Asia |
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Southeast Asia |
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South Asia |
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Sev. America |
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Caribbean |
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Central America |
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South America |
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Sev. Africa |
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Middle East |
In 2004, according to the UNWTO classification, 52% of all international tourist arrivals were for the purpose of leisure, recreation or vacation (ie, in other words, their purpose was tourism per se); 24% - for the purpose of visiting friends or relatives, undergoing medical treatment, religious motives (private trips); business travel accounted for 16% and for 8% of arrivals the purpose of the trip was not specified. (Diagram 1).
Diagram 1
The data for 2007 are much different compared to 2004, so according to ROSSTAT, the number of trips of foreign citizens to the Russian Federation at the end of the year amounted to almost 23 million people. Data on the entry of foreign citizens into the Russian Federation are presented in the table
table 2
Growth of inbound tourist flow (for business and leisure purposes) last year (2007) was demonstrated by Germany, Great Britain, Austria, Italy, Spain, Australia, Israel and some other countries.
The number of tourist trips for official purposes increased by 1%. The dynamics of business tourism in the analyzed period in the main source markets shows a significant increase in the flow from Germany - 23%, Austria, the Netherlands - 21%, Italy, Sweden - 16%, Great Britain, Australia - 13%, Canada - 10%, Japan - 7% . In absolute terms, the leaders in inbound tourism were such non-CIS countries as Germany, Great Britain, the USA, and France.
As for the traditional tourist trips for the purpose of recreation, the significant growth rates of trips from Spain (47%), Austria (22%), the Netherlands (16%), Israel (15%), Italy (12%), Canada attract attention. (13%), Norway (10%), Australia (34%). Mostly tourists from these countries visit our country for cultural and educational purposes. However, the total number of arrivals of foreign tourists for the purpose of recreation has decreased by more than 8%, which cannot be encouraging, since the reduction in the inbound tourist flow to our country began to occur since 2006. This is primarily due to increased prices for services in the country, as well as a sharp increase in hotel prices due to a decrease in the number of tourist-class hotels, as a result of which there was a significant increase in the cost of the package of services offered to tourists when traveling to Russia (Diagram 2).
Diagram 2
Here are some interesting statistics on services for the first quarter of 2007. The analysis of statistical data for the first quarter of 2007 by Rostourism on tourist services, as well as on the services of hotels and similar accommodation facilities, showed the following.
In the first quarter of 2007, the volume of services provided by hotels and similar accommodation facilities increased by 2,743,801.3 thousand rubles. compared to the same period in 2006 and amounted to 17,819,632.7 thousand rubles.
The total volume of tourist services in the first quarter of 2007 reached 7,822,621.0 thousand rubles, which is 13.5% more than in January-March 2006.
In the structure of the volume of paid services to the population, the share of hotel services and similar accommodation facilities for the first quarter of 2007 compared to the first quarter of 2006 remained virtually unchanged and amounted to 2.5% (of all types of services).
The share of tourist services in the structure of the volume of paid services to the population in the first quarter of 2007 also practically remained at the level of the same period in 2006 and amounted to 1.1% (of all types of services). Data on the volume of paid services to the population for January-March 2006-2007. are presented in the following (Table 3).
Table 3. Volume of paid services to the population by types.
From the statistics given above, we can conclude that, compared with 2006, the volume of paid services in the Russian tourism industry has increased markedly, and it is assumed that the revival that occurred in the first quarter of 2007 will continue to accompany us with new positive figures, at least in terms of income per tourist arrival of about $580, Russia is noticeably behind the world average of about $850, but at the same time it is ahead of a number of countries that are included in the group of leaders in tourism development, including Hong Kong, Mexico and even France. At the same time, in terms of the value of this parameter, the Russian Federation far exceeds the average indicator for the countries of Central and of Eastern Europe. It should be noted that this indicator is not decisive for characterizing the role of Russia in the system of international tourism. Its value depends mainly on three factors:
Transportation costs associated with the delivery of tourists to the host country and back (it is the high cost of air travel that is the main reason for such a high value of this indicator for Oceania);
The level of prices in the host country (daily personal expenses of tourists for food, transport, etc. in the Scandinavian countries, for example, are approximately three times higher than, say, in Greece or Spain);
The set and degree of attractiveness of the services offered to the tourist during one trip.
At present, Russia faces the main task of maximizing the influx of foreign tourists into the country, and therefore the increase in the cost of tours and the level of associated costs, in particular, may scare rather than attract potential consumers of tourist services to Russia. On the contrary, at this stage of development of tourism in general and inbound tourism in particular, it is hardly necessary to strive for a sharp increase in the indicator of “revenues”. Such a task can be set at later stages, when a competitive tourism infrastructure has been created in the country, and visiting Russia in in the eyes of foreign citizens will be considered no less interesting and prestigious than, for example, a sightseeing trip to France.In such a situation, we can already talk about the expediency of diversifying the sources of inbound tourism to the country (mainly due to an increase in the share of Western Europe, North America and East Asia), as well as a significant improvement in the quality of services provided to tourists, with a corresponding increase in prices for these services. However, it is clear that in the foreseeable future Russia will have to face ever-increasing competition in the tourism sector from both leading tourism countries and relatively new participants in this huge market.
According to projections in the UNWTO Tourism Panorama 2020 report, by 2010 the total number of international tourist arrivals in the world will exceed 1 billion people, and by 2020 will come close to 1.6 billion, thereby almost doubling the level of 2005. It should be noted that the dynamics of the number of international tourists in the long term may be subject to quite serious fluctuations at the level of individual macro-regions, which is associated with the action of such factors as natural disasters, epidemics, the threat of large-scale terrorist attacks, etc. The UNWTO report notes that in the long term, the influence of these factors will generally be overcome, which will ensure a significant increase in tourist flows. total number international tourist arrivals will be accounted for by intra-regional tourism, about 25% is long-distance travel (inter-regional tourism). WTTC presented a list of ten countries whose tourism sector is expected to increase in 2007-2016. will develop most rapidly (Table 4).
Table 4 Leading countries in the development of international tourism in 2007 - 2016
It is very significant that this list includes either countries whose economy in the coming period, according to forecasts, will grow at the fastest pace, these are (China, India, Vietnam), or states for which the accelerated development of tourism is an issue from an economic point of view. “life-or-death” (Albania, Montenegro, Cambodia, partly Romania and Croatia). The fact that Russia is not included in this list can be explained to some extent by the fact that it does not meet these two conditions mentioned above.
INTRODUCTION
AT modern world competition is a constant attribute of the global environment in which individual cities function and develop. The level of their competitiveness is determined either by a more efficient use of the resources that they managed to attract, or by the presence of unique resources that together form an attractive offer of the country, region, city for the population and business. In connection with the strengthening and intensification of competition between individual cities, it becomes relevant to design a city brand, develop and implement a strategy for its promotion to the epicenter of the global information space.
Assistance in the development of the tourism sector in small towns should be considered as a tool for increasing the level of employment of the population, reducing labor migration, incl. youth, strengthening business activity, improving the financial performance of enterprises, the formation of a positive tourist image. In order to promote the development of tourism in small towns, it is necessary to actively stimulate entrepreneurial initiative, create a favorable investment and entrepreneurial climate, attract entrepreneurs to create tourist information centers, the formation of a tourism marketing strategy.
A kind of super-task of city marketing is the effective use of existing, as well as the creation of new advantages to attract economic agents to the city that can improve the well-being of city residents.
Tourism in the modern world is one of the most massive, profitable and rapidly developing sectors of the world economy. For the development of small towns with a valuable historical and cultural heritage, it can and should become one of the priority areas. In Belarus, according to the results of research and design work carried out by various authors, over 30 small urban settlements are considered as promising centers of tourism.
In small urban settlements of Belarus, a large number of historical and cultural values have been preserved. However, many of them are destroyed, are in poor technical condition. Therefore, the issues of preservation and restoration of historical and cultural monuments, as well as the promotion of small towns are especially relevant and require immediate solutions.
For the effective promotion of small towns in Belarus, experience and good examples of the promotion of small towns in other countries, for example, in Western Europe, are needed.
1.1Tourist routes in Germany
Germany has everything to make your stay pleasant: hotels for every taste, many shops, cozy cafes and restaurants, public transport (whose reliability is known all over the world), as well as local hospitality, which has raised the quality of tourist service to a very high level. In Germany, you can relax in a variety of ways, and you can also follow the most popular tourist routes.
The German Romantic Road is the oldest and most famous tourist route in Germany. With a length of 350 km from Franconia to Tyrol, it offers relaxation and travel rich in various experiences.
During the trip, tourists get acquainted with the history of Bavaria and the 2000-year-old culture of this land. For example, natural sights formed from the fall of meteorites millions of years ago, or the Roman road "Via Claudia Augusta", which in the 15th century BC. ran from Northern Italy through the Alps. Already the amazing nature of the south of Germany is an attraction: mountains covered with vineyards in Franconia, picturesque forests along the Danube, the purest Forggensee lake at the foot of the Alps. In the north of the "Romantic Road" near Würzburg there is a monument to Balthasar Neumann, and in the south at the foot of the famous Neuschwanstein Castle - the Bavarian fairy-tale king Ludwig 2.
Except historical monuments, tourists have the opportunity to appreciate the German cuisine, wide offers for recreation, accommodation and organization of cultural events.
The German Romantic Road route covers the following cities: Munich - Neuschwanstein and Hohenschwangau castles - Füssen - Schongau - Landsberg am Lech - Augsburg - Nördlingen - Wallerstein - Dinkelsbühl - Rothenburg ob der Tauber - Bad Mergentheim - Lauda Königshofen - Würzburg - Bamberg - Nuremberg.
As a rule, German travel agencies offer a route in the warm season (March-September), lasting 8 days / 7 nights.
| Tour program | |
| 1 day | Flight to Munich. Transfer to the hotel and accommodation (in case of early arrival, a sightseeing tour is possible on the 1st day). |
| 2 day | Sightseeing bus and walking tour of Munich. Free time in the town. |
| 3 day | Trip to the Bavarian Alps. The beginning of the journey along the German Romantic Road. Visiting Neuschwanstein and Hohenschwangau castles. Moving to Füssen. Inspection of one of the ancient Bavarian cities with a perfectly preserved center. Accommodation in a hotel in Füssen. |
| Day 4 | Visit the famous pilgrimage church Wieskirche, which is included in the list of world cultural heritage UNESCO. Moving to Schongau, a city with rich history, which was for a long time the residence of the Wittelsbach dynasty in the Alps. Moving to Landsberg am Lech. The city was founded by Duke Henry the Lion. Moving to Augsburg, a city with 2000 years of history. Sightseeing tour and free time in the city. Moving to Nördlingen, which arose at the site of a meteorite fall, a free imperial city known in the Middle Ages, a center of trade and handicrafts. Hotel accommodation. |
| Day 5 | Sightseeing tour of Nördling. Moving to Wallerstein, which is the residence of the princes of Oettingen-Wallerstein, who currently live in the castle. Inspection of the famous plague column. Transfer to the imperial city of Dinkelsbühl. Acquaintance with the city. Moving to Rothenburg ob der Tauber. The city is home to the world-famous Christmas Museum and Europe's largest forensic museum. Sightseeing tour of the city (the most famous of all small towns in Germany). Hotel accommodation. |
| Day 6 | Moving to the old town of Bad Mergentheim. Sightseeing tour of the city - the former residence of the Grand and German Masters of the Teutonic Order. Moving to Würzburg (treasury of the world's architectural monuments of culture, included in the UNESCO World Cultural Heritage List). City tour. Moving to Bamberg - one of the oldest cities in Germany. Accommodation in a hotel in Bamberg/Würzburg. |
| Day 7 | Moving to Nuremberg. Sightseeing tour of Nuremberg. Free time. Moving to Munich. Hotel accommodation. |
| Day 8 | Airport transfer. Flight to Moscow. |
Tour cost per person in euro
Thus, it can be seen that this route includes more than a dozen small German cities, famous for both historical and cultural monuments and natural landscapes, and has gained wide popularity and popularity due to their combination into one. This route is widely presented on the websites of Germany, in printed editions of the book stalls of the country.
The joint German-Czech route "Castle Road" allows tourists to get acquainted with the common history of these two countries through the example of castles. The "Castle Road" is the only route that runs from east to west. It starts in Mannheim and ends in Prague. The length of the route is 460 km. There are about 70 castles and palaces along the route. The value of this route is not only in the monuments of antiquity. It passes through such international tourist centers as Heidelberg, Rotenburg, Nuremberg, Bayreuth, then, already in the Czech Republic: Karlovy Vary, Marianske Lazne and Prague.
Heidelberg has the largest wine barrel in the world (its capacity is 223 liters). Here, tourists visit the oldest university in Germany, and the city of Heidelberg itself was once called the “student principality”.
The undoubted attraction of Rothenburg is the unique shop-museum of Christmas decorations, open all year round.
In addition to castles and palaces, this route offers a lot of interesting things: city monuments of medieval architecture, ancient churches, more than 100 museums, handmade souvenirs, visiting exhibitions.
Thus, it can be seen that a similar route can be promoted in Belarus, where there are a large number of castles and monuments of medieval architecture in small towns. For its successful functioning, it is necessary to adopt from Germany such a “zest” as a stop in one of the castles, with national cuisine and a luxurious overnight stay, surrounded by antique furniture, paintings and weapons.
The attractiveness of a city can be determined by traditional events: holidays, festivals and other events that make the city unique.
Formation of associations with famous historical characters - powerful tool attracting tourists. Tourists from all over the world come to these cities to understand what inspired the artists, to see the nature for their works, to feel the atmosphere in which the masters lived and worked.
The route "Road of fairy tales" is a path along the delightfully beautiful area, where favorite characters of children's fairy tales lived in ancient times.
The route runs from south to north, from Frankfurt am Main to Bremen. It passes through such interesting cities as Alsfeld. In this city, the houses are so beautiful and original that they resemble the pages of children's fairy tales. On Russian sites they are called "gingerbread". The city hosts a traditional festival, which culminates in a costume procession through the narrow medieval streets and squares. Here the heroes of fairy tales walk the streets, fairies and elves fly, and the locals dress in traditional folk costumes. The city has a large number of monuments fairy tale characters, House of Fairy Tales and Museum of Fairy Tales.
The city of Schwalmstadt is the "capital" of the fairy-tale heroine - Little Red Riding Hood. The city has several museums, a theater and hundreds of well-preserved half-timbered buildings in the old centre. Schwalmstadt also holds its own festival, when heroes of favorite fairy tales walk through the streets and Little Red Riding Hood meets tourists at every corner.
In Kassel, the capital of the Fairy Tale Road, the brothers Jacob and Wilhelm Grimm began to collect the folk tales and legends that made them famous. It is here that the Brothers Grimm Museum, founded in 1959, is located. There are also romantic artificial ruins of the Neo-Gothic knightly fortress of Löwenburg.
In general, the route resembles frames from a Disney cartoon, strikes with its colorfulness and originality, and makes tourists come back again and again.
Historical or modern parks, other natural landscapes with favorable conditions - natural and artificial reservoirs, forests, green spaces can be used as places of recreation for tourists.
The romantic banks of the Rhine, Moselle, Ara and Saar in the lands of Rhineland-Palatinate and Saarland completely cover vineyards, forming the so-called "Weinstrasse" (winemaking road).
The special microclimate of this area and an average of five hours of sunshine a day make it possible to grow grapes here.
The Weinstraße runs south from Bockheim and ends in Schweigen. Route length: 100 km. An unforgettable experience leaves the valley of the Moselle River. The most interesting part of it is the winding 200-kilometer section between the ancient Trier, founded 2000 years ago, and Koblenz, located where the Moselle flows into the Rhine.
About a hundred villages are located on the Weinstrasse. More than 200 festivals and festivities are held here throughout the year, dedicated to the main drink of this region. Along the "Weinstrasse" there are more than ten ancient castles and palaces.
There are especially many guests here during the grape harvest season.
Thus, this route is aimed at a certain segment of tourists who want to visit the “most outback” of Germany, take part in local celebrations and celebrations, learn how to make homemade grape wine and taste it. This route will always be in demand, because not every country has thirteen wine regions!
Tourist route “German toy road. Journey to childhood"
Through the picturesque cities and plateaus of Franconia and Thuringia, a 300-kilometer tourist route runs, leading straight to childhood. Here you can see a wide variety of toys - in workshops and at sales exhibitions, in museums and recreation parks.
The city of Nuremberg annually hosts the International Toy Fair. The Coburger Land region is a "toy duchy" where you can visit the unique Puppet Museum. One of the most interesting points of the route is the city of Sonneberg - the former "Toy Capital of the World". It houses the German Toy Museum, the Nautiland Aquarium and the Raceway race track. The resort of Lauscha is famous for its glass Christmas decorations, small glass balls for children's games, as well as works of art made of glass. In the town of Trusetal there is a mine-museum "Hün", where the original railway is an interesting attraction.
Thus, this route is dedicated to one topic, provides tourists with the opportunity to plunge into childhood, purchase souvenirs and get acquainted with small towns in Germany and their sights.
The advantage of such combined tours is that each city individually is not of great interest to tourists, and is not particularly popular; but, thanks to the creation of such thematic routes as "Road of castles", "Road of winemaking", etc., which cover several small cities at once, the demand for such routes is increasing, the flow of tourists is increasing, which brings additional income to these cities. They do not go unnoticed, but annually acquire new and new tourists.
1.2 Tourist routes in Poland
Festivals in small towns in Poland
The attractiveness of a city can also be shaped and promoted through the organization of certain activities and events. A successfully organized event that goes beyond the scale of the city can create a strong brand of the city. There must be a certain tradition of organization mass events- holidays, festivals, conferences, exhibitions of international resonance, which annually remind of the uniqueness of this city and serve to maintain, strengthen and develop its niche in the international market.
Organ music festivals enjoy great success in Poland. In many churches there are ancient and great-sounding organs. The concerts at the summer International Organ Festival in the Cathedral in Gdansk have been the most popular for over 30 years. The repertoire of the festival includes both classical works and works by contemporary authors.
Traditional events such as song festivals and film festivals are held every year from June to September and attract many tourists.
Music festivals of international importance have become the cultural hallmark of Wroclaw. The most famous is "Wratislawia Cantans". The international festival in 2002 has grown to a cycle of concerts, ballet performances, film screenings and exhibitions taking place throughout the year. On them you can listen to Gregorian choirs, classical music and avant-garde, all performed by famous orchestras, choirs, ensembles and soloists.
Also in Wroclaw are held: the Festival "Jazz over the Odra", the Days of Music of the Old Masters, the Actor's Song Festival, the International Jazz Days of the Dead, the Wroclaw Meetings of the Theaters of One Actor and Small Theater Forms, the International Festival of Dialogue Wroclaw.
About a dozen trade fairs and exhibitions are held in Poznań every year, the largest of which is the International Technical Fair in June and the Consumer Goods Fair in October. The city of Poznań is also known for its contemporary music festival, which takes place in March.
Torun hosts Folklore Festivals in May and Classical Music Festivals in September.
Knight Tournaments
Tourist routes in Poland are defined in such a way that, in addition to communicating with nature, one can see historical and cultural monuments: medieval castles, baroque palaces, residences of magnates, temples, sacred objects - evidence of the development of various religions and traditions, open-air museums, and also mysterious structures created before our era.
In the north of the country, castles have been preserved, which in the XIII and XIV centuries. built by the crusaders. The most famous is the fortress in Malbork. Huge, massive towers still inspire respect. Inside you can see the restored interior with preserved original fragments and museum expositions. Castles in Bytom, Gniew or Golub-Dobzhina in summer serve as the organization of knightly tournaments, where brotherhoods of knights from all over Europe come together. Together with them, you can travel back to the Middle Ages: become a spectator of fights with spears or axes, archery and crossbow competitions, assault on the fortress wall with the help of lifting machines of a medieval design, and in the evenings sit with the knights by the fire, take part in feasts and watch courtiers dancing.
In the south of Poland, there is the unique Eagle's Nests Way, one of the most picturesque tourist routes in Poland. It is the ruins of several dozen defensive castles of the 14th and 15th centuries, located on limestone hills and rocks. Traces of the most massive castles are found in Bobolice, Miruw, Olsztyn, Tenczyn and Ogrodeniec, where the ruins of the castle are considered the most picturesque in Poland. The area through which the Eagle's Nests Route passes is the Krakow-Częstochowa Ridge of the Jurassic period, a favorite area for rock climbers. These are also ideal places for those who are fond of cycling and horseback riding.
Thus, this is the brightest example of a neighboring country with the same potential as in Belarus, which made the route "Road of Castles" unusual, colorful, accompanied by animation programs and spectacular pictures. The need for the brightness of the event's plot, the predominance of visual and multimedia channels, its design in a "picture" (animated) make it possible to attract tourists from all over the world.
The development of tourism in small towns of Belarus is an important source of improving the welfare of the country. It can be viewed as a system that provides all the opportunities to get acquainted with the history, culture, customs, spiritual and religious values of small towns of Belarus and its people, and provides income to the state, jobs for individuals and legal entities. Small towns of Belarus have a number of prospects in this area. At this stage, programs are being developed to attract foreign tourists. Therefore, first of all, it is necessary to establish contact with border states, one of which is Poland.
Cross-border tourist exchange between Belarus and Poland is a topical issue at this stage in the development of international tourism in the world economy, because. Poland occupies a leading position among the countries that send tourists to the Republic of Belarus and receive Belarusian tourists.
The western region of Belarus, including the Brest and the main part of the Grodno region, is the most promising for attracting Polish tourists. characteristic feature The area is a high concentration of cultural and historical resources in small towns. The main excursion centers of the Western region are Novogrudok, Mir, Slonim, Zhirovichi, Krevo, Golshany.
Basically, the older generation of Poles, those people who once lived in Belarus, go on excursions to Belarus. They visit churches, Catholic cemeteries, former estates of the Polish gentry, the ruins of castles, as well as memorial sites associated with their compatriots.
It would be advisable to create a route " gold ring in Western Belarus”, focused on the Poles, which would include small towns and villages associated with the common history of these states.
So, for example, it will be interesting for Poles to make a sightseeing tour of the first capital of the Grand Duchy of Lithuania - Novogrudok with a visit to the house-museum of Adam Mickiewicz. Inspection of the preserved towers of the Novogrudok castle of the XII century. Farny Church of the 15th century - here the marriage of the King of Poland Jagiello with Princess Sofya Golshanskaya took place, the future poet Adam Mickiewicz was baptized here, the St. Nicholas Church (1780), St. Michael's Church (1624), the Mound of Immortality, poured in honor of the poet. During the tour, tourists visit the estate-museum in Zaosye (Baranovichi district) - the supposed birthplace of the poet. They are visiting the Tuganovichi park, where young Mickiewicz met with Maryla Vereshchako; Stone of Filarets, where young "filarets" gathered - Adam Mickiewicz, Tomasz Zan, Jan Chechot.
Polish tourists can visit places that have become sources of inspiration for such poets as Eliza Ozheshko and Adam Mickiewicz (Grodno - Ponemun village - Milkovshchina village - Kamenka village - Shchuchin city - Ostrino village - Zheludok village - Lake. Svityaz - the village of Raytsa - the village of Voroncha - the village of Malyushchichi - the town of Korelichi - the village of Shchorsy - the town of Mir - the city of Berezovka - the city of Lida - the city of Grodno).
On the way, you can stop by the village of Milkovshchina, which is located 10 km from the city of Skidel, where the estate of the writer Eliza Ozheshko is located. Until now, on the site of the former estate, a maple alley, a well, an old barn with a cellar have been preserved. It is planned to restore one of the preserved buildings, which will house the museum.
Then you can visit the village of Sekhnovichi - the family estate of the Tadeusz Kosciuszko family (now the Zhabinkovsky district), where a linden alley, according to legend, was planted by Tadeusz himself, has been preserved. Then the path lies to Kossovo through Kobrin and Ivatsevichi. Near Kossava, tourists visit the house-museum of the Merachovshchina manor, which is being restored on the site of the manor house of Tadeusz Kosciuszko.
Thus, Poland, due to its geographical and spiritual proximity, as well as close economic, ethnic, cultural ties and similar standards of tourist consumption, is a natural source of tourists to Belarus. Relevant is the creation of such a route as the "Golden Ring in Western Belarus", which will cover small towns with a high concentration of historical and cultural monuments. The visit of Polish tourists to the border areas will become a significant reserve for increasing the tourist flow to the Brest and Grodno regions of Belarus.
The common history of Belarus and Lithuania stimulates the significant interest of Lithuanian tourists in the cultural and historical heritage of Belarus. Therefore, it is advisable to create a route through places related to the history of the Grand Duchy of Lithuania, along which Lithuanians can pass. From Vilnius, you can head to Lida, where Lithuanian tourists can watch the Lida Castle and the animated show Wedding of King Jagiello and Sophia Golshanskaya. From Lida, you should go to Novogrudok, the symbol of which is the castle - the center of ancient Novogrudok and the residence of first appanage, and later - the Grand Dukes of Lithuania. In these places you can hear the famous legends about the coronation of Mindaugas. Then visit the castles in Mir and Nesvizh, two of the four sights of Belarus included in the UNESCO World Heritage List. The next stop may be Minsk, and on the way back it will be interesting to visit the Kreva Castle in Kreva, where the Union of Kreva was adopted in 1385, and the legends of local guides about the flight of Prince Vitovt from the Kreva dungeons. And then stop by the town of Gervyaty, where in 1536 the Bishop of Vilna Jan founded the wooden church of the Holy Trinity.
For Belarusian tourists in Vilnius there are many interesting places related to the life of famous Belarusians. Schools, cultural centers, where the most famous people of Belarus were - Yanka Kupala, the Lutskevich brothers, Vaclav Lastovsky. School trips can be organized. The Belarusian trace of history in Lithuania can be found in any Lithuanian city.
Thus, the more such complex routes are created in small towns of Belarus, the more opportunities these cities have to become famous, attract the attention of foreign tourists and win their niche in the international market. It is necessary to use European methods of promoting small towns.
In small towns, a paradoxical situation has arisen today, when there seems to be enough variety of information, but it is not structured, not coordinated, unreliable, and, most importantly, it is not available. Therefore, to create the image and popularity of small towns in Belarus, it is necessary:
Create an open information network based on the Internet with a facilitated search for information (for example, calling card cities);
To distinguish the city from a number of others according to certain attractive characteristics (including the main directions of the investment policy of the authorities);
Develop form style the city and, on its basis, prepare a complete set of promotional materials for distribution both inside and outside the city;
Determine the list of souvenirs. Place trade kiosks in places of mass tourist visits;
Participate in regional publications (newspapers, magazines), as well as in radio and television programs that would inform about investment opportunities;
Organize a presentation of the city (as an option: a number of the most interesting investment projects) on regional television, in neighboring regions.
Constantly stir up interest in the city, using informational occasions, communication with the most influential people of the region, region, Russia.
· There are over 30 information agencies and business centers that provide various information services, mainly in the field of marketing, law, economics and audit.
The effective functioning of tourist centers is impossible without a developed infrastructure. The capacity of these objects, which are especially attractive for private investment, depends on the growth of tourist flows and is increasing in stages. An important urban planning task is the rational location of tourist infrastructure facilities. The primary condition should be their convenient accessibility - both among themselves and in relation to the main tourist and excursion routes. Optimal for small historical towns of Belarus can be considered a 10-15-minute walking distance - 500-750 meters.
Special requirements are imposed on the design of open spaces for holding mass festivities with a large number of spectators and participants - concerts, jousting tournaments, etc. Such events bring together up to 10 thousand people, and in the future their number may increase significantly. It is desirable to place the fields of mass actions against the background of “natural scenery” - a castle, a silhouette of a historical city. At the same time, it is important to provide good viewing conditions, to prevent excessive crowding.
An increase in tourist flows may necessitate the use of intra-quarter territories for infrastructure development. So, in the yard spaces that are in contact with tourist routes, it is possible to arrange summer cafes, landscaped recreation areas for tourists, organize through pedestrian passages to neighboring streets, create parking lots, etc.
With the development of tourism, contradictions between the interests and needs of tourists and local residents are inevitable. Therefore, it is important to distinguish spatially between the functions of serving tourists and the accommodation of the local population, creating a full-fledged living environment for citizens who will have to live within the boundaries of the formed cultural and tourist zones. This can be achieved by organizing closed (semi-closed) residential yards, isolated from the main tourist routes and not having free access from the streets (entrances to residential yards are made from residential buildings, through lockable gates, wickets, etc.).
Modern use of historical buildings. Most of the historical development of small towns in Belarus needs reconstruction and modernization with the obligatory preservation of the features of compositional and spatial solutions. The architectural and compositional features of the development of historical cities are also manifested in the characteristic methods of laying walls, building plinths, framing door and window openings, and colors, and they should not disappear.
The development of tourism makes us take a different look at the reconstruction of unique, now lost architectural structures. For example, Oginsky's palace with a theater in Slonim, restored in all its splendor, or the Alba park in Nesvizh with canals and the summer residence of the Radziwills can become new centers of attraction for tourists and increase the attractiveness of these cities.
Organization of landscape and recreational areas. Historical or modern parks, other natural landscapes with favorable conditions - natural and artificial reservoirs, forests, green spaces can be used as places of recreation for tourists.
Organization of transport and pedestrian links. The increase in human and traffic flows with the development of tourism in small historical towns will inevitably require the development of the road network and the improvement of transport links. And this means - the organization of convenient entrances, designed for the passage of large-sized tourist buses to the main objects of the tourist show, hotels, shortest message between them and railway and bus stations; creation of transport bypasses of zones of concentration of historical and cultural values and tourist service facilities; placement of parking lots of the required capacity near places of mass visits.
When organizing walking paths, it is important not only to ensure connections over the shortest distances (rational use of tourists' time), but also to create attractive walking routes with picturesque views of architectural monuments and natural landscapes.
In many historical cities, it is advisable to create pedestrian embankments, from which historical buildings are clearly visible. Such embankments can be created along the Oginsky Canal in Slonim, along the ponds in Nesvizh, along the ponds and the river. Miranka in the city of World. This requires clearing the territories of low-value buildings that are out of harmony with the surrounding landscape.
3.1 Grounds for the formation and promotion of the city brand
For tourists
Uniqueness of natural, climatic and geographical conditions
Production of unique products using traditional technology
History and famous historical figures
Cultural attractions (museums, theaters, etc.)
Events and events (festivals, holidays, exhibitions, conferences, etc.)
Sports events
Buildings, monuments and sculptures
For investors and entrepreneurs
Attractive conditions for doing business (the cost of land and real estate, tax conditions, policy local authorities in relation to new enterprises, characteristics of consumers, market conditions, level of infrastructure development, etc.)
Slogans, themes and positioning
A quality slogan forms a platform for enhancing the city's image. An option for using an overarching slogan is to formulate a theme that will form the basis of special marketing programs targeted at specific target groups.
Events and activities
The image of the city can also be formed and promoted by organizing certain events, events and constructing informational occasions on this basis. A successfully organized event that goes beyond the scale of the city, provided with appropriate methods of PR communication, can create a strong brand of the city. The need for event direction is largely determined by mediatization modern society, the format of the work of mass channels for the dissemination of information. Powerful information noise sets the requirement for the brightness of the event plot, the predominance of visual and multimedia channels - the requirement for its design in a "picture" (animated). As a result, the form of an event may turn out to be more significant than its content. The construction of informational occasions is associated with the presence of a certain tradition of organizing mass events - holidays, festivals, conferences, exhibitions and others that have international resonance, which annually place the city in almost the same period in the information field, update its significance and value for the world community, remind of its uniqueness, and therefore serve to maintain, strengthen and develop its image. Traditional events such as the festivals at Glastonbury in the UK and Roskilde in Denmark are mandatory every year and attract many tourists. Munich is world famous for its beer festival - Oktoberfest, and such a small and almost unknown town of Clermont - Ferrand in France is famous all over the world for its annual short film festival.
One of the most popular topics is the organization of celebrations in the city in honor of famous person associated with this city. For example, in Salzburg there is an annual music festival associated with the name of Mozart.
When, for example, the authorities of Leipzig set themselves the task of turning it into a tourist center, they actually organized a summer festival from scratch dedicated to the key historical figure of the city - Johann Sebastian Bach, who is still a key element of the city's brand.
Apart from famous people the theme of the festivities can be classical music (Flemish International Festival), theater and dance (Lille Festival), cinema (Nice, Cannes, Venice, Clermont - Ferrand - Short Film Festival). Numerous small towns and villages in France, Germany, Italy, Portugal hold their own winemaking festivals.
Thus, the face of the city can be determined by traditional events: holidays, festivals and other events that make the city unique and attract tourists seeking unique places.
Formation of associations with famous historical characters
Having a celebrity figure associated with a particular city is a powerful means of forming a positive association. Similar examples are the small town of Arles and the village of Giverny in France, associated with the names of the artists Van Gogh and Claude Monet, respectively; the presence of such associations is the only source of attractiveness of these places for tourists, which allows them to continue to exist. Tourists from all over the world come to these cities to understand what inspired the artists, to see the nature for their works, to feel the atmosphere in which the masters lived and worked.
Thus, the brand of the city is what the average person associates with the city. If a person does not have any idea about the city, the latter will never choose it as a vacation spot. In order to attract tourists and investors, PR and brand management specialists design a policy of directed influence on target groups to form a certain opinions (a representation that has an emotional design) about a particular territory.
