Original Scientific Paper doi: 10.5937/jaes14-10123 Paper number: 14(2016)1, 355, 68 - 74 PRACTICAL ASPECTS OF REALIZATION OF THE DEVELOPMENT STRATEGY IN THE TOURISM REGION Vera Rukomoinikova* Volga State University of Technology, Yoshkar-Ola, Russia Nadezhda Zykova Volga State University of Technology, Yoshkar-Ola, Russia Iraida Tumbaeva Volga State University of Technology, Yoshkar-Ola, Russia Many authors have turned their research interests to the problem of efficiency of the tourism de- velopment strategy realization. It was the result of the fact that growth and implementation of the tourism development strategies appears to be the common world trend of the last decade. This research focuses on the territorial level. The paper concentrates on the small region of the central part of Russia through the example of which the authors want to retrace the realization of the tourism development strategy adopted by the municipal authorities. The major aim of the study has several objectives associated with the theoretical analysis of practical aspects of the tourism development prob-lem in the region. First of all, there is a need to provide a review of the literature devoted to the regional tourism efficiency evaluation. Secondly, it is necessary to measure the tourism efficiency in the region on the quantitative and qualitative level. The quantitative level re-fers to statistic data about the regional tourism. The qualitative level includes case study with self-employed individuals who set up their business in the field of rural tourism. Finally, this study has an overarching objec- tive to identify the opportunities for the touristic potential of the small agricultural region of Mari El. It is quite currently important for the region to reveal the patterns according to which an inser-tion of private sector in the rural tourism development takes place. The research is based on international academic literature and the analysis of Russian experience. Key words: Tourism development strategy, Long-term tourism development programs, Performance indicators, Cluster, Tourist destina-tion INTRODUCTION egies for countries and regions of the world as well as the questions of the domestic tourism level are A strategic plan of management of the touristic considered on the official site of World Tourism Or- sphere is important for the long term success ganization (UN-WTO). The site presents a short in- in tourism development. Creation of successful struction of the devel-opment of tourism strategies. strategic plan for tourism requires an application The objective of the stra-tegic program is defined of the overall approach to the management of the as following: to define the foundation of the long- region (tourism destination). The strategic plan term development for tourism (10-20 years) with should be developed on the base of analy-sis an accent on politics and strategies, planning, insti- evaluation of the situation in the process of plan- tutional consolidation of legislation and regulation, ning, including the review of service consumersR production development and its diversifica-tion, markets, operational surroundings, resources marketing and promotion, touristic infrastructure potential, existing products and environment. and overbuilding, economical impact of tourism on Strategic planning for the touristic sphere is a in-vestments in tourism, development of human cyclical process which requires con-stant moni- resources and socio-cultural and ecological con- toring, reviewing and flexibility for adaptation to sequences of tourism. changing conditions. The gradual plan of realization of tourism devel- The questions of the development of tourism strat- opment strategies consists of three stages: de- * Volga State University of Technology, Yoshkar-Ola, Russia (424000, Yoshkar-Ola, Lenin Square, 3; 68 [email protected] Vera Rukomoinikova - Practical aspects of realization of the development strategy in the tourism region velopment of program scenario, detailed elabo- ism development can be distinguished by a de- ration of master plan for every sector of touristic tailed reasoned approach to realization of shaped industry, realization of actions by means of tech- plans, some programs have a declarative charac- nical assistance and financing (ration up to 150 ter. Nevertheless, practically all programs have a thousand euro) from the side of WTO. high level of governmental assistance. Strategic plans are elaborated not only for devel- Third, some countries realize development strat- opment of the tourism sphere of the country on egies not only on the national level but on the the whole but in certain touristic directions such regional and munic-ipal levels as well. Moreover, as: rural tourism, tourism of local communities, the latter is noted for a high degree of details mountain tourism, coastal tour-ism, eco-tourism, forethought. spa tourism. Fourth, not all programs have a financial part The theory and practice of development and that makes difficult their realization. Some strat- implemen-tation of strategic programs of tourism egies claim to achieve ambitious goals, but the development in the countries of the world are indices of investments are either absent at all or concentrated on the open resource Sustainable not quite real. Tourism Online. The developer of this resource On the whole, we can conclude that develop- is AustraliaRs Sustainable Tourism Cooperative ment and implementation of strategies of tour- Research Centre (STCRC). We will recite sev- ism development appears to be the common eral important conclusions on the development world trend of the last dec-ade. of strategic plans and programs of tourism de- velopment presented by the Australian research METHODOLOGY OF THE EFFICIENCY centre. Development of stra-tegic touristic plan RE-SEARCH OF THE TOURISM deals with the determination of stra-tegic pri- STRATEGIES REALIZATION orities and directions which are revealed by As for the methods of evaluation which form the con-cerned parties for planning, development basis of tourism efficiency, the following various management and marketing in the region. The methods are offered: the method of expert esti- STCRC researches consider the following to be mation based on the heuristic approach of Delphi the necessary conditions for tourism strategy re- [01], the method of hierarchy M Analytic Hierar- alization: to identify specific respon-sibilities and chy Process [02], methods of grading M Superi- time limits for realization of strategies and actions ority and Inferiority Ranking Method, the method of concerned parties; to specify particular aims of average weighted estimates M Weighted Sum and measures for achievement of a strategic Model [03], the method of additive optimization plan; to carry out regular monitoring and control M Optimized Restricted Additive Methods [11]. over implementation of the strategy realization In relation to the target audience various factors program; to develop tourism strategy as OaliveP should be taken into account: tourists from dif- document which can be adapted and updated in ferent regions of the same country can be more case of operational surround-ings changes. demanding to the quality of certain factors which The next step of our research was the analysis compose touristic attraction of the region. For of strate-gies and plans of development of tour- example, it can be the quality of the road ser- ism in the countries of Europe, America, Austra- vice or informational support of tourism [12]. In lia, Asia, Africa and Pacific Region. It is possible this case it is often necessary to revaluate sig- to come to some conclu-sions [14]. First, the nificance of factors in-cluded into estimation of absolute majority of documents was developed the potential [10]. and implemented during the last decade. A small Importance of the problem of tourist resources amount of countries that develop tourism on the estimation is highlighted in the Federal Target governmental level has a long period of real- Program ODevelopment of domestic and incom- ization of program approach to the goals of the ing tourism in the Russian Federation in 2011 touristic sphere. It indicates that the sphere of - 2016 yearsP [07]. Tourist potential of any area tourism has started to take leading positions in consists of natural and manmade objects and national economies comparatively not long ago: phenomena as well as of conditions, possibili- at the turn of the century and till present. ties and means, necessary and suitable for the Second, a number of analyzed strategies of tour- tourist product formation. Scientific conceptions Journal of Applied Engineering Science 14(2016)1 , 355 69 Vera Rukomoinikova - Practical aspects of realization of the development strategy in the tourism region of the tourist potential estimation offer a complex tourist in Spain uses 880 liters of water per day list of factors: natural and climatic resources ( against 250 liters used by locals [15]. weather conditions, landscape, water and min- An analysis of regional and municipal Russian eral resources, flora, fauna, certain natural mon- tourist legislation demonstrates that the problem uments and others), historical cultural resources of estimation of efficiency of tourist potential re- (material and nonmaterial cultural heritage of alization is not less important on this level too, the region) and socio economical resources (in- since there are no regional legislatives acts with frastructure of the touristic sector, managerial,