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New Opportunities for the Development of the Tourism Industry in Russian Municipalities

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New Opportunities for the Development of the Tourism Industry in Russian Municipalities NEW OPPORTUNITIES FOR THE DEVELOPMENT OF THE TOURISM INDUSTRY IN RUSSIAN MUNICIPALITIES AUTHORSHIP INTRODUCTION Elena Viktorovna Frolova The development of the tourism industry in Faculty of Management, Russian State Social University, Moscow, Russia. modern conditions is one of the priority directions of state policy. Both regional and ORCID: http://orcid.org/0000-0002-8958-4561 E-mail: [email protected] local authorities focus on it. Modern tourism, being an accelerator for economic Elena Evgenevna Kabanova development, increases employment level, Faculty of Management, Russian State Social University, Moscow, Russia. upgrades infrastructure, reinforces small and ORCID: http://orcid.org/0000-0002-9983-8158 medium-sized businesses, and improves E-mail: [email protected] foreign exchange earnings (SRIHADI et al., Ekaterina Aleksandrovna Vetrova 2016, p. 32). In 2017, tourism became the Faculty of Management, Russian State Social University, Moscow, Russia. fastest growing economic sector all over the world; the growth rates of the tourism industry ORCID: http://orcid.org/0000-0002-7793-1888 E-mail: [email protected] were higher than the rates of the industrial Olga Vladimirovna Rogach sector (4.2%), the distributive trade sector (3.4%), the agricultural, forestry, and fishery Faculty of Management, Russian State Social University, Moscow, Russia. sector (2.6%) (WORLD TRAVEL AND TOURISM COUNCIL, 2017). Tourism contributes to the ORCID: http://orcid.org/0000-0002-3031-4575 E-mail: [email protected] development of other sectors of the national Received in: Approved in: economy and, therefore, launches a multiplier 2021-03-10 2021-06-10 DOI:https://doi.org/10.24115/S2446-622020217Extra-D1087p.208-217 effect. In many countries, tourism has become an important funding source and improved the national economy (KABANOVA, VETROVA, 2017). Tourism is the main source of revenue in more than a third of the world’s states. In 2017, the number of international tourists increased by 6.8%: 1,323 million in total, which is 84 million more than in 2016 (THE WORLD TOURISM ORGANIZATION, 2017). The growing competition between tourist destinations and the expansion of the range of offers form a request for the search for mechanisms to increase the tourist flow and to develop the potential of the territories. The quality of tourism infrastructure and pricing policy have a significant impact on the choice of potential consumers (SEETANAH; SANNASSEE; ROJID, 2015). Transport infrastructure plays a special role in the formation of tourist preferences. The important assessment indicators include the duration, cost, and mode of transport (BIMONTE; FERRINI; GRILLI, 2016). The quality of transport services is one of the key factors in the development of tourism (HIDAYATI; SUDARYONO WIJONO; PRAYITNO, 2016, p. 652). Besides, the tourist attractiveness is also determined by the development level of the local hotel chain and such characteristics as location, services quality, staffing, and cost (MARCO- LAJARA et al., 2016; TSAI; SONG; WONG, 2009). The uniqueness and variety of recreational resources and their positioning as vivid tourists’ impressions support the capacity of the tourism market (GORDON, 2013; WU; WALL; YU, 2016). The “total hospitality effect” comprises the following aspects: staff professionalism, authenticity and uniqueness of local tourism services, quality of communication with consumers, demand and attractiveness of local sights, and actualization of the importance of immersion in local culture and emotional involvement of tourists (PEARCE, WU, 2015; TRAN, 2019).The key factors in the formation of tourist attractiveness are the infrastructure of the territory in general and the tourism industry in particular, tourist resources, and the correlation between price and quality (SECONDI, 2011). However, these factors are mandatory, but not entirely sufficient to achieve the goals of promoting local tourist services in the global and domestic markets in the context of intense competition. The competitiveness in the field of tourism includes both objective and subjective assessments of consumers. The tourist image of the territory is “a range of certain impressions and meanings that provide the interpretation of the characteristics of the region in the people’s consciousness, the formation of a positive attitude towards it and the mindset to return” (KOVALENKO, 2010, p. 450). Laplage em Revista (International), vol.7, n. Extra D, 2021, p.208-217 ISSN: 2446-6220 Elena Viktorovna Frolova; Elena Evgenevna Kabanova; Ekaterina Aleksandrovna Vetrova; Olga Vladimirovna Rogach • 209 The significance of tourist impressions (CHEN; CHEN; LEE, 2010), the strategy of positioning such aspects as “comfort, quality, and environmental values” determine the cognitive and affective assessments (KIM, PARK, 2015, p. 421). The tourism potential can be characterized as a set of natural, cultural, historical, and socio-economic resources of the territory, used for the development of the tourism industry. According to experts, the availability of natural and recreational potential can become a decisive factor when choosing a place to visit (ZALIZNYAK, 2012). In general, the tourism potential creates conditions for the development of the tourism industry but does not guarantee effectiveness. At the same time, tourist attractiveness is a concept that characterizes the availability of popular tourism products and services within a particular territory and meeting the tourists’ needs at a high level (FROLOVA; KABANOVA, 2017, p. 116). Based on the theoretical bases of the experience economy, we can conclude that tourist attractiveness is characterized by tourists’ impressions, assessments, perceptions, and attitudes to a particular territory. The article aims at studying the trends and key factors in the development of the tourism industry in Russian municipalities and analyzing the characteristics and specifics of the functioning of the tourism infrastructure and the image of Russian territories. Methods include the expert survey and the population survey. The experts were represented by 514 local government leaders. The survey was conducted by the Russian Council of Local Government with our participation. The population survey was aimed at studying the public opinion on the development of domestic tourism and involved 684 residents of the Moscow region cities. The sample was multistage, stratified, and quota. The following parameters were considered: the gender and age of the respondents and the size of the urban settlement. The results of these surveys became the basis for this article. We also used the results of the research conducted by different Russian sociological companies, such as the Russian Public Opinion Research Centre and Public Opinion Foundation. RESULTS Tourism infrastructure The results of the sociological research indicate relatively low rates of the development level of social infrastructure. The imbalance between the qualitative and quantitative indicators of its functioning and the needs and demands of the population are the most significant problems of Russian society. These factors reduce the competitiveness of the Russian tourism product. According to the Travel and Tourism Competitiveness Report compiled by the World Economic Forum (2017), the Russian Federation ranks 43rd in the list of 136 countries in terms of the development of attractiveness for tourists and 116th in terms of the quality of tourism infrastructure. Today, according to the local government leaders, the main factors impeding the formation of the tourist attractiveness of the territories are the problems in the field of transport inaccessibility of the objects of tourism potential. The survey results confirm the low level of the development of the hospitality industry in the Russian Federation. The most demanded segment includes hotels and economy-class hotels. On the one hand, there is a shortage of accommodation facilities in this price category. On the other hand, most of the existing hotels do not meet the expectations of consumers in terms of room stock and quality of the service. The elimination of wear and tear of hotel facilities is also associated with several problems. During the reconstruction and replacement of the outdated facilities, the city authorities, as a rule, are not able to provide alternative accommodation options. As a result, the work is either postponed or carried out in stages with the continuing provision of services, which leads to a deterioration in their quality. The imperfection of the legislation initiates the long-lasting procedures for obtaining licenses and certificates in the field of hospitality, acts of registration, and other legal documents, which significantly reduces the inflow of investments into the hospitality industry (ZABERZHINSKII, KAREVA, 2016). Tourism potential of municipalities of the Russian Federation The tourism potential, according to our point of view, includes objects of cultural and historical heritage and leisure and entertainment infrastructure, as well as the natural resources of the Laplage em Revista (International), vol.7, n. Extra D, 2021, p.208-217 ISSN: 2446-6220 • 210 New opportunities for the development of the tourism industry in russian municipalities territory. Historical settlements of the Russian Federation together with the surrounding natural landscape, monasteries, estates, rivers, and lakes represent the basis and the key wealth of the tourism potential of Russian territories (MASLAKOVA, 2013).
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