(the of Revitalizing DOI-10.24057/2071-9388-2018-11-2-97-107 Sustainability, Vol.11, No2,p. 97-107 (the caseof areas oftheRussianNorth Geography,). Environment, cluster, tourist , Veliky Ustyug, Rovaniemi demandare oftourism considered.destination andhighseasonality ofthe accessibility The mainconstraintsto withpoortransport theproject connected problems oftheproject andtheirpossiblesolutionsare Key identified.characterization. eachofthemisprovided growth periods; withquantitative andmaturity the birth, promote its future sustainable development. The project life is discussed within cycle of social, educational, economic, infrastructural, cultural, to leisure activities and tourism main ideaoftheproject isto revitalize thedepressedwithawiderange community in 2011-2016, review of official legislation. taken Study revealsstakeholders that the andregional withexperts interviews statistics analysisaswell astheresults ofin-depth The research andincludes isbasedonextensive fieldstudies, theoretical observations situation. considerably itssocio-economic in Rovaniemi, Finland hasincreased greatly flow thetourist to thetown andimproved MorozThe project«Veliky –Ded Homeland»comparableto SantaClaus Ustyug folk socialchallengessuchasmigration, anddistinctive highunemployment, crafts etal. structurebasedonforestry,small town withdepressive smallenterprises, socio-economic city’‘historic and ‘open-air museum’ status. However, inthe1980-1990s itwasatypical Founded in1147, witha isamongtheoldesttownsVeliky Ustyug oftheRussianNorth populated anddepressed areas oftheRussianNorth. - oneofthemostsuccessfulRussianprojectsregional development tourism inscarcely * Anna Yu.Aleksandrova 1 Lomonosov State University, Moscow, Citation Key Abstract Corresponding author: [email protected] Department ofRecreational Geography and Department Tourism, Faculty ofGeography, words

the case : Anna Yu. Aleksandrova andEkaterina V. depressed Aigina (2018) Revitalizing . Moroz of«Veliky–Ded The Homeland» studydiscussestheexperience Ustyug : tourism, sustainable tourism, regional development, depressed of the territories Russian of 1 andEkaterina V. Aigina V eliky depressed North ) Ustyug

1* areas

97 Sustainability GEOGRAPHY, ENVIRONMENT, SUSTAINABILITY 02 (12) 2018

Introduction crossed the ways fur traders used collecting furs from the huge area in the east. The Veliky Ustyug is one of the oldest towns in commercial importance of Ustyug was so the north of European Russia. Located in big that the town was named ‘Veliky’ (‘Great’) the region 450 km northeast from for its role in trade and communications. The the regional centre and more than 900 km Veliky Ustyug region is also the birthplace from Moscow, Veliky Ustyug was founded in of Semyon Dezhnev, Yerofey Khabarov, 1147 at the confluence of the and Vladimir Atlasov and other Russian explorers S ustainability the rivers and is coeval to Moscow and of the Siberia and the Far East regions whose Vologda. Almost all the territory around the names can be now found on the world map. 98 town is covered by taiga forests with some Despite all of the above advantages, the meadows in floodplains. Though sparsely town did not attract many tourists. This was populated the area has always been known largely due to its complicated transport for timber production, dairy farming, flax position. There was only one paved road cultivation and local craftworks as well as from Vologda going northeast to and active trading. In course of reforms in the a sideline of Vologda-Vorkuta railroad that 1990s most of the local enterprises were was mostly out of use. The local airport had closed or privatised and the economic occasional passenger service to Vologda. situation in the area became depressed. It In addition, there were no tourist products caused distinctive social challenges such as attractive for travellers. high unemployment and migration flows to Central Russia. Disastrous flooding in The Veliky Ustyug area can serve as a 1998 aggravated the situation. The number distinctive example of a marginal territory of residents in the town has declined and located in distant periphery and lagging now the population of Veliky Ustyug is behind the rest of the region in terms of estimated at 31.6 thousand. The population economic and social development. In general, of the municipal district around Veliky marginal areas are usually characterized by a Ustyug (comprising 2 urban and 17 rural sparse network of settlements, large areas of settlements) is about 23.3 thousand and pristine landscapes and very limited number the population density is 2.3/km² (Municipal of economic activities. Marginal territories data sheet 2016). have the potential for development but due to their geographical position are not able to Unlike Karelia and Komi regions or the Kola find sufficient motivation, forces and means Peninsula where indigenous non-Russian to grow (Pokrovsky and Nefedova 2014). The people prevailed till the XX century, this idea of sustainable tourism involving the area was settled by who came from recognition of potential negative impacts of in the XI-XII centuries and tourism activities and the need to manage later from the Upper Volga region. Therefore, them in order to achieve the sustainable Russian cultural traditions gained a strong development goals should also be taken in foothold here. Nowadays Veliky Ustyug consideration (Saarinen 2006). retains its rich cultural heritage with a ‘historic city’ and ‘open-air museum’ status. It Industrial production in the Veliky has one of the best-preserved architectural Ustyug region remains the main sector ensembles in Russia with 153 sites classified of local economy and is represented by as cultural and historical heritage of national woodworking, food production, electric significance and 25 sites classified as cultural power, machinery and construction and historical heritage of local significance. materials manufacturing. Timber production Most of the architectural and historical plays the key role as the forested area covers attractions refer to the XVI-XVII centuries about 80% of the region. But industrial when the town was the junction of key enterprises are not the main taxpayers; their trade routes of national importance. The share in tax revenues is small as they are way north to , the main sea-port often registered in other places. The main in the medieval and early modern Russia part of regional tax revenues is formed by until ’s foundation in 1703, trade, education, health care, tourism and Anna Yu. Aleksandrova and Ekaterina V. Aigina Revitalizing depressed areas ... other services. As before, the demographic tourism development in Vologda region situation in the region is characterized with conducted in course of the «Gates of the the population decrease; the death rate North» tourist exhibition in Vologda. exceeds the birth rate. Migration outflow in recent years is small, but in general the After 2017 peak season special research region is depopulating. supported by Russian Travel Industry Union gave the opportunity to get expert MATERIALS AND METHODS assessments on current situation and future development prospects from the CEOs of six S ustainability The study is based on observations and leading national tour operators and sum up records made in course of field trips held by the results and problems of «Veliky Ustyug 99 the authors in 2011-2015. The first trip was – Homeland» project (RATANews held in 2011 when the express destination 2017). analysis in high season was made. It included observations and data collection The field researches, marketing research and on the main attractions, tourist activities and surveys formed the basis of the study. They transport accessibility of «Veliky Ustyug – were added by economic and statistical Ded Moroz Homeland» project. analysis, comparative geographical analysis, foreign experience assessment and content The study was continued in 2012 off- analysis of tourist information presented in peak season when the Department of guidebooks and websites. Recreational Geography and Tourism, Faculty of Geography, Lomonosov Moscow State Theoretical and methodological source of University expedition group of 11 students the study is formed by fundamental works and 2 researches made a comparative of Russian and foreign scientists on regional analysis on regional tourist products development problems in marginal and branding and promotion for Vologda, sparsely populated areas of the North. It Tot’ma and Veliky Ustyug. There was also also includes regional statistics analysis sociological survey on tourism development and previously published literature review. prospects held in Veliky Ustyug which The study is supported by regulatory and covered 3 groups of respondents: tourists, normative documentation assessment local residents and experts (local tourism aimed at providing better understanding industry representatives) and was aimed of different types of tourism development at revealing their evaluation of current and initiatives in the remote and sparsely future tourism development prospects populated areas of Russia. in the region. The survey was added by detailed study of the «Veliky Ustyug – Ded Particular attention was paid to Moroz Homeland» destination ancillary Village (Rovaniemi, Finland) experience services and amenities. (Pretes 1995, 2006; Grenier 2007; Hall 2008). The study of the foreign experience which in In September 2015 a number of in-depth many ways served as an example for «Veliky semi-structured interviews on «Veliky Ustyug – Ded Moroz Homeland» project is of Ustyug – Ded Moroz Homeland» tourist particular importance for understanding the cluster project with experts and regional key performance trends and means for the stakeholders including the representatives arrangement, promotion and modification of regional and municipal tourist of its tourist product as well as the impact administrations and managers of tour on regional economic development and companies who offer tours to Veliky Ustyug sustainability. were held in the region. The main research topics included the goals of the project, its The project «Veliky Ustyug – Ded Moroz objectives, cluster structure, infrastructure Homeland» was launched in 1998 on the facilities, project efficiency and sustainability. initiative of the Moscow City Government Expert interviews were preceded by and the Vologda Region Administration. marketing research on prospects for youth The idea of the project came from the GEOGRAPHY, ENVIRONMENT, SUSTAINABILITY 02 (12) 2018

Moscow City Mayor Yu. Luzhkov and was Moroz arrival from Veliky Ustyug to Moscow, supported by the regional and municipal corresponding New Year and Christmas tourism authorities (Vinogradov et al. outdoor decoration, etc. It is very important 2008). It is necessary to point out that the to mention that this document provided the idea to place the fairy-tale hero residence foundation for the prearranged exchange of in Veliky Ustyug came ‘from above’; it was children and school tourist groups between not a public initiative. The people who Moscow and Veliky Ustyug that formed the started the project in Veliky Ustyug admit main tourist flow for the destination at the S ustainability that they have learned about Santa Claus first stage of the project. Village (Rovaniemi, Finland) successful 100 experience but the idea of their project and In 1999, the key attraction – the Homeland the conditions for its implementation were (Votchina in Russian) of Ded Moroz located quite different. 12 km from Veliky Ustyug in a beautiful pine forest on the riverbank was opened. From the very beginning, serious limitations The house of Ded Moroz as well as cottages for the project were obvious. They included for tourists, special facilities for winter poorly developed accommodation activities, the zoo, and botanical garden with facilities (only 2 units with total capacity greenhouse, shops and other amenities of 119 bed places), lack of direct transport were built. At the same time, the town communication with Moscow and residence of Ded Moroz opened in the unsatisfactory condition of local cultural centre of Veliky Ustyug. It included a great attractions. However, it was counterbalanced hall, souvenir shops with local craftworks by strong state support and enthusiastic (Vologda lace, birch bark carving, local silver leadership of local tourism authorities. jewellery, etc.), another museum and Ded Moroz post office. It is evident that the project has a universal value and contains different instruments In 2007 the official website of the project for comprehensive and sustainable (www.dom-dm.ru) was launched. It regional development. The Vologda Region tells about «Veliky Ustyug – Ded Moroz Government, Veliky Ustyug Municipal Homeland» project in detail and provides Administration and the Moscow City tourists with the necessary information Government, who has contributed 2 million about local tourist attractions, events and roubles to run the project, became the amenities. There is also a special website founders of the venture. (www.votchina-dm.ru) with additional information on the destination. Both In 1998 an open joint-stock company websites give the option to send e-mails to (JSC) «Ded Moroz» was registered in Veliky Ded Moroz. Ustyug. Today «Ded Moroz» JSC is a big travel company with a wide range of group Over time, the project gained additional and individual tours designed for the «Veliky support from new stakeholders. For Ustyug – Ded Moroz Homeland» project. In example, the Russian Railways company addition, it is the owner of the «Ded Moroz – has revived railway connection with Veliky Veliky Ustyug» registered trademark which is Ustyug and launched special charter trains widely used in food and beverage industry. for children’s tourist groups. These trains are In the same year the Moscow Mayor and used not only as a means of transport but the Governor of the Vologda region signed also serve as a means of accommodation an agreement on the implementation of that helps to a certain extent to cope with the «Veliky Ustyug – Ded Moroz Homeland» the shortage of accommodation facilities project. It has provided a number of in Veliky Ustyug. The first train of this kind measures to promote the project including started from Moscow to Veliky Ustyug in corporate project identity, brand name, gift 1998 and brought 320 guests. Nowadays, books for children and souvenir production, Russian Railways provide up to 20 special TV and other media commercials, tourist trains for children from the main cities organisation of the annual ceremony of Ded of Russia annually from mid-November until Anna Yu. Aleksandrova and Ekaterina V. Aigina Revitalizing depressed areas ... mid-January period (Vinogradov et al. 2008). They included Ded Moroz, New Year and The educational part of the project has Christmas thematic events as well as various been developed gradually. In 1999, the festivals, competitions, creative programs for first special training courses for managing children and youth from different regions of tourist groups attracted by the project were Russia, educational programmes and games, held. Later, training courses for tour guides, sport tournaments, exhibitions, etc. The for children’s groups in particular, were motto of Ded Moroz «Do the Good!» became organized. In 2003 the regional methodical the main idea of all creative activities and centre for advanced training in tourism and events carried out within the framework of S ustainability hospitality was formed. Training courses for the project. the new specialties that are of great demand 101 for the project such as tourism and event Special attention was paid to the social manager, bartender, waiter, hotel cleaner, orientation of the project, which is folk craftsman, etc. started in Veliky Ustyug mainly implemented through children’s secondary educational institutions. Technical communication with Ded Moroz. Ded Moroz support for the project was provided post office has already received nearly 3 through cooperation with scientific and million letters from children all over Russia research centres, investment forums and and abroad at www.pochta-dm.ru. The conferences on tourism development. letters’ content indicates high level of interest In the 2000s a new stage in sponsoring and confidence in the project. In 2005, a the project started. It was supported by new therapeutic and recreational housing the national leading oil, gas and chemical for children with disabilities, orphans, and companies such as Lukoil, Azot JSC, Gazprom, children from deprived families opened in Severstal and other key entrepreneurs of Ded Moroz Homeland. Non-governmental the Vologda region. There was continuous organisations, business groups, small Moscow city budget financial support. In companies and individuals take part in total, from 1999 to 2014 the project was charitable events and activities there. invested with 2.5 billion roubles and 40% of investments were private (Information on RESULTS AND DISCUSSION the project realisation 2015). The situation in Rovaniemi was quite similar: the project «Veliky Ustyug – Ded Moroz Homeland» was launched by state Finnish Tourist Board, project resulted in a massive increase of and then different forms of public-private tourist flow to the destination. Despite the partnership started to develop. Finnish post decline in tourist arrivals in some years mainly office and Finnair as a national carrier also due to unfavourable weather conditions and supported the project (Pretes 1995). inconsiderate price policy the tourist flow The Veliky Ustyug project growth was has grown up to 278.5 thousand in 2016 also supported by a series of events. (Fig.1).

Fig. 1. Tourist arrivals to Veliky Ustyug, 1998-2016 (thousand) Source: Department of Culture and Tourism of the Vologda region GEOGRAPHY, ENVIRONMENT, SUSTAINABILITY 02 (12) 2018

The analysis of territorial distribution of events, with Santa Claus village acting as an tourist arrivals to Veliky Ustyug showed that addition to the existing polar attractions and the main target markets are located in two activities (Pretes 2006; Grenier 2007). Santa metropolitan areas – Moscow and Moscow Claus tourism has become an important region, Saint Petersburg and Leningrad Christmas season tourism activity in the region (Fig. 2). region located right on the Arctic Circle. Moreover, strong brands like Santa Claus Fig. 3 shows the distribution of arrivals by are clearly important contributors to the S ustainability purpose of visit, indicating the dominance construction of regional advantage (Hall of cultural and leisure motivations. Other 2008). 102 types of tourism also have good prospects for future tourism development and can In contrast to Rovaniemi, Veliky Ustyug had help in elaborating new tourism products only cultural attractions and no additional and reducing seasonal fluctuations. advantages. The project here is based on the idea of common unification regarding In comparison to Santa Claus Village visited national roots and traditions through by international tourists mainly (Grenier associating with the image of Ded Moroz 2007), Ded Moroz Homeland is aimed at (sometimes translated as Father Frost) that domestic tourism only. symbolises kindness, happiness, hope and faith in future for both children and adults. Rovaniemi has positioned itself as a leading The main objectives of the project are as North European centre for winter tourism by follows: developing outdoor activities and special

Fig. 2. Territorial structure of tourist arrivals to Veliky Ustyug, 2014 (share) Source: Department of Culture and Tourism of the Vologda region

Fig. 3. Tourist arrivals to Veliky Ustyug by purpose of visit, 2014 (share) Source: Department of Culture and Tourism of the Vologda region Anna Yu. Aleksandrova and Ekaterina V. Aigina Revitalizing depressed areas ...

1) educational – teaching young people six times. Eleven travel agencies are now traditional national and universal values, engaged in providing tourist services in Ded moral and aesthetic principles as well as Moroz Homeland while in 1998 there was kindness and mercy; only one agency of this kind (Information on the project realisation 2015). 2) social – creating positive example of a small town revival in Russia; The social efficiency of the project is proved by generating new jobs and emerging local 3) economic – modern tourism industry employment (Bessolova 2013). In 1998 S ustainability and tourism infrastructure development only 50 people were employed in local and generation of unique tourism products tourism industry; in 2015 there are almost 103 for the national and international tourist 4 thousand employees in this sphere. That markets; accounts for 13% of the total employed population of the district. Tax revenues from 4) ecological – conservation of cultural and the project account for approximately 10% natural heritage of the Russian North; of Veliky Ustyug budget income (Veliky Ustyug municipal district data 2015). 5) cultural – revival, improvement and reconstruction of local traditions and crafts «Veliky Ustyug – Ded Moroz Homeland» as the essential part of national culture. project has been repeatedly recognised as the most successful regional tourist project The project has had a positive impact and regional brand in Russia. In recent on the local economy and social life. As years, it started to act as a model for other Saarinen (2003) points out, in northern towns and regions of the country where regions tourism provides more employment other Russian fairy-tale heroes (like Snow opportunities than any other field of Maiden or Baba Yaga) are used for tourism economy. It is gradually used as a medium for development. Ded Moroz is not a global many social and economic goals at regional symbol as he and other fairy-tale heroes and local level. Moreover, the community- belong to only. However, based tradition of sustainable tourism these products are successful as they can be growth stresses the wider involvement and easily commodified. This idea supported by empowerment of various actors, especially the regional tourist authorities and tourism host communities, in development by industry has initiated the development of emphasizing the elements of social capital about 15 similar projects in different parts in a local context (Saarinen 2006). of the country. Taken together they form an interregional cultural and tourist project During the project implementation, «Fairy-Tale Map of Russia». Not all the projects transport and tourism infrastructure of Veliky are that successful but they try to follow Ded Ustyug has been rapidly developed, the Moroz model. It is very important to match historical town centre was renovated, and up the potential of the suggested brand new shopping centres and supermarkets with the size and economic profile of the as well as mobile communication and taxi place and to provide its active promotion services appeared in the town. The number and infrastructure investments. of accommodation facilities in the town and its vicinity has increased significantly. There In 2000, a trilateral agreement on cooperation are now 14 hotels, 14 cottages, 1 sanatorium, between Moscow, Vologda Region and the 3 lodges, 18 guesthouses and other Lapland Province in Finland was signed to accommodation facilities in the area and the start the international project «Santa Claus total number of bed places has exceeded – Ded Moroz». There are good relationships 2.8 thousand. The average room occupancy with foreign partners in Sweden, Germany, rate was 70% in 2014 (the average room Belarus, Latvia, etc. occupancy rate in Russia is just over 30%). During the same period the number of Along with the poor transport accessibility, public catering enterprises increased by seasonal character of tourism activities is 104 Sustainability including theyear-round children’s campsite; centres facilities, andhealth tourism - sports facilities for recreation andentertainment); - interactive cultural andleisure centres (new such as: infrastructure itemsprojects andtourism The cluster planconsistsofaset of inner Federation (2011-2018)». Tourism intheRussian Development Programme andDomestic «OntheInbound project wasincludedintheFederal Target ideas for areas. peripheral 2015,the In and innovation are thebestregional policy cluster status. As Hall (2008) states, clustering whichhasreceived Moroz» thetourist «Ded ofinvestment project asparts constructed are sitestourist andinfrastructure objects New round destination was taken. tourist Moroz– Ded Homeland»project into ayear- the«Veliky 2012adecisionto turn Ustyug In the problem remains ofseasonality urgent. has increased.autumn periods Nevertheless, number of visitors in summer, and spring to smoothoutseasonalfluctuations. The measures, there isapositive tendency Morozof Ded was launched. Due to these year-round offestivals cycle intheHomeland ofevents hasexpandedgreatly.The variety A Russian Studies, etc. of School Army Cadet School, International intheirschoolsandsettlements,activities forproject to social provide various support Morozambassadors of«Ded Homeland» Embassy» programme –trainingtheyoung for children,municipal district «The Youth andtraditionsof craftworks Veliky Ustyug –guidedtoursDecorations» to introduce programmes for children, Moroz «Ded «Festival Express» –summerrecreational wasarranged.Veliky Ustyug They included season programmes for children staying in on November, 18. Then a wide range of all- organized MorozDed annually birthday withthecelebrationof was connected first attempts theseasonlonger to make 2006; Grenier 2007;Hall2008).Oneofthe problem serious for Rovaniemi (Pretesvery hasalways beena development. Seasonality problem forthe key project Veliky Ustyug GEOGRAPHY, ENVIRONMENT, SUSTAINABILITY is been developing in area.Veliky Ustyug Doroga» (Mit’ka’s Pathway)project «Mit’kina from 2013the ideas andtraditions. Starting projects combine moreSome multifaceted tax treatment. andhavemunicipal authorities preferential andpromoted arethey by supported the for thearea.social importance Therefore, Suchprojectsare ofgreatthe RussianNorth. traditional folk culture, to which is typical basedon andotheractivities Russian style programmes, events andfood intraditional They present culturalandeducational traditional clothingandfood were organised. traditional Russianstoves, original utensils, peasantdwelling with traditions ofnorthern example, several guesthousesrestoring the on localtraditions, culture andhistory. For based their own activities ideasontourist of the to suggest areaVeliky Ustyug started development became obvious the residents onlocaleconomyof tourism andsocial local community. When thepositive impact below’ proposed activities by withtourist developmenttourism appeared ‘from withpublicinitiativesis connected for result oftheproject Another important (Alexandrova and Vladimirov 2016). to in2030 municipaldistrict Veliky Ustyug the projectisto reach 650thousandvisitors places will be created. The strategic goalof increase andatleast250additionaljob fulfilled. flows Tourist further are expected accommodation facilities have been already and thenumberofbedplacesincollective to 2016datatheplansfor arrivals thetourist about to becompleted in2018.According in 2014 and is The cluster project started to around develop rural territories thetown. Moroz Homeland area. Therefore, itwillhelp includingDed municipaldistrict Ustyug of dispersed around alltheterritory Veliky areThe cluster infrastructure objects house). log (Russian izba-traditionalcountryside - centres for nationaltraditionsrevitalisation (eco-village); - placesfor agritourism, huntingandfisheries - tradeandexhibitioncentres; 02 (12)2018 Anna Yu. Aleksandrova and Ekaterina V. Aigina Revitalizing depressed areas ...

Local inhabitants started to restore the road development of the entire regional tourism built in the XIX century by a local farmer system. Spatial framework of regional for a vow given during his wife’s illness. The tourism system is formed by tourist centres road goes to the old church that is now connected by transport and tourist routes. abandoned and needs restoration. This If the central link falls out of the supporting project symbolises life journey of a peasant frame, the entire system collapses and family, their family values, religious traditions, tourism spatial organisation fails. local history and ethics. The project also has unique nature tourism potential as the In many respects Veliky Ustyug has S ustainability road passes through Strelensky geological appeared to become a tourist centre reserve close to the Upper Strelna and Opoki artificially, therefore it cannot form the 105 landscape protected areas. «Ded Moroz» JSC regional tourism system core. According to supports the project as it helps to attract objective reasons, Vologda should be the tourists in summer period and to maintain core of the regional tourism system (in terms year-round staff employment. of tourism potential, transport accessibility, administrative status, etc.). The amorphous CONCLUSION regional tourism system confronts the competition between existing and new The success of Veliky Ustyug project is largely emerging tourist centres like determined by particular attractiveness or . Instead of cooperation, which is of the fairy-tale hero theme which brings highly important for tourism development, tourists to the world of childhood, dreams this confrontation leads to uneasy relations and magic. This idea is widely supported by between tourist centres. active advertising campaigns as the New Year is one of the most favourite holidays Tourist flows do not circulate around the among Russians. The popularity of the destination because of Veliky Ustyug poor project is also connected with its diverse and transport accessibility even despite the fact well-preserved environment – both natural that Votchina is operating at the limit of its and cultural. That is why tourists from big capacity. During high season in 2016, the cities come here. organizers had to limit visits by unorganised tourists because of the huge number of Many experts emphasise that lack of snow guests. Only prearranged tourist groups in winter is an increasing limitation for were allowed to visit Ded Moroz Homeland. Santa Claus Village development. Though Many experts admit that the festival in Veliky the location of Ded Moroz Homeland was Ustyug has turned into a conveyor belt chosen rather emotionally, thanks to the with huge line of Ded Moroz visitors and no beauty of local landscapes and climate, fairy tale atmosphere that emphasises its there is no problem with snow in the Veliky commodification. Ustyug area. Tourist destination, claiming to be the core At the same time, main problems are caused of the regional tourist system, in this case by inconvenient road configuration and cannot perform its function due to objective poor technical quality of transport network circumstances. Organisation of new tourist and infrastructure in Veliky Ustyug which is infrastructure facilities in Veliky Ustyug will typical for the northern peripheral regions of only aggravate the contradictions. The Russia. peripheral position is still the main limitation to tourism development in Veliky Ustyug. The results of the study reveal one more problem that is extremely relevant but is Tourism is a tool for developing the territory, not properly understood yet. The example which can be very effective under certain of «Veliky Ustyug – Ded Moroz Homeland» conditions. Thanks to tourism, the territory shows that tourist destination which has a can reveal the potential for self-development very strong brand, on the one hand, and the and sustainability. The sustainable use of peripheral position, on the other, hinders the resources and the environment and the well- GEOGRAPHY, ENVIRONMENT, SUSTAINABILITY 02 (12) 2018

being of communities are goals to which development preserving local culture and sustainable tourism should contribute. That traditions as well as economic activity of the is why the case of Veliky Ustyug gives the remote northern territories preventing their example of public and private initiatives depopulation and depression. combination contributing to diverse tourism

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Received on December 22nd, 2017 Accepted on May 10th, 2018

Authors

Anna Yu. Aleksandrova is DSc. in Geography and PhD in Economics, Professor at the Department of Recreational Geography and Tourism (the Faculty of Geography, Lomonosov ). She is one of the leading specialists in tourism geography, recreational geography and tourism economics in Russian Federation. She is the author of more than 200 publications on tourism issues in Russian, English, French, Polish, Serbian and other languages. Textbooks on tourism published by the international team of authors headed and edited by A.Yu. Alexandrova have more than 10 editions with a total circulation of about 50,000 copies. The main areas of her expertise include methodology of tourism geography and problems of tourism regional development. She is one of the first to develop theoretical and methodological foundations of cluster formation in .

Ekaterina V. Aigina is a Senior Researcher at the Department of Recreational Geography and Tourism (the Faculty of Geography, Lomonosov Moscow State University). Her main research interests include regional studies, tourism geography and special interest tourism. An author of more than 70 works on tourism and geography including sections in textbooks and monographs, articles in Russian, English and Polish. Regularly conducts training and research field-trips for students on tourism and regional development. She does courses on special forms of tourism and modern trends of tourism development and marketing in Russian and English.