Advances in Economics, Business and Management Research, volume 79 International Scientific Conference "Far East Con" (ISCFEC 2019) The Image of the Territory as a Factor of Regional Tourism Development Brel O.A. Kayzer P.Ju. Kemerovo State University, Kemerovo, Russia Kemerovo State University, Kemerovo, Russia e-mail: [email protected] Abstract—The problem discussed in the article is positioning the industry of the region itself is experiencing qualitative and the Kemerovo region on external and internal tourist market quantitative changes, moving to modern technologies, which through the promotion of the tourist image. The regional strategy reduces the demand for labor in the mining and manufacturing for tourism development, given the increasing economic signific- enterprises [5]. This contributes to the growth of differentiation ance of this sector in the region, as well as the communication of of the economically active population in the Kuzbass. As an the tourist attractiveness of general attractiveness of Kuzbass is example, the Tashtagol municipal district, where the local pop- estimated. The authors have been analyzed the notion of «tourist ulation is actively involved in the long-term development of image's core» on example of separate recreational areas of Keme- tourism [6]. rovo region, reflecting the tourist specialization of each of them. Currently, the core of tourist image’s formation of the territory in II. MATERIALS AND METHODS these areas are not indicated in the literature. As the core can serve as a popular tourist objects direction, annual event, unusual In order develop measures for the further development of natural phenomenon, because it is the center of attraction of tour- the tourism industry in the region, the «Strategy for the devel- ists to the territory. The results of research showed that the cores opment of tourism in the Kemerovo region until 2025» was of some recreational areas are already centers of attraction of approved, which, in addition to a number of areas, includes tourists not only in this area but also as a whole in region, howev- paragraph 4.3.7. «Advertising, information and image promo- er, cores of other recreational areas are inferior in popularity. tion of the region as a region favorable for the development of Promotion of the tourist image allows to expand the strategic tourism» [7]. According to the document, the implementation directions of region’s economic development. of this task was planned for the period of 2013-2015 and con- tains number of mechanisms of image promotion of the region Keywords—tourism, tourist image, Kemerovo region, the core of at the federal level: image formation, tourist and recreational areas. - assistance to tour operators of the region and specialized I. INTRODUCTION accommodation facilities in the promotion of services in the The current stage of development of the tourism industry in Russian tourist market; Russia is characterized by the reorientation of tourism demand - informing about the investment opportunities of the tour- from outbound to domestic tourism, which in turn requires the ism industry in the region (priority areas for the development development and implementation of new strategic approaches of tourist business, «tax holidays», tenders for the right to lease to the development of this sector of the economy [1]. Domestic land, etc.); tourism can give a new impetus to the development of regions that have sufficient tourist and recreational potential, but in- - organization and execution of annual press-tours and info- itially do not specialize in tourism, providing alternative oppor- tours for representatives of tourist industry and mass media; tunities to attract cash flows to the region. Regions that do not - preparation of non-commercial advertising and informa- specialize in tourism but have rich recreational resources and tion products in Russian and foreign languages for distribution tourism potential are faced with the need to diversify the struc- at major business events both within the region and abroad; ture of their economy [2]. The most acute problem arose in the regions of «resource type», where already strengthened purely - creation of a single information portal containing full in- industrial image of the territory, which complicates its modifi- formation about the region's tourism opportunities; cation to the tourist. These regions include the Kemerovo re- - dissemination of information about the region as an attrac- gion, at the mention of which the following association series is tive tourist destination in the field of skiing, sports, historical immediately built: coal, mines, open-casts, bad ecology, heavy and cultural tourism on the internet»; industry and production of chemical fertilizers, etc. [3, 4]. - organization and implementation of events aimed at pro- Tourism for the Kemerovo region plays an important role in moting the image of the Kuzbass Yeti (Snowman) – brand of solving social and economic problems, providing the develop- ski resort «Sheregesh», etc. ment of small and medium-sized businesses, restructuring the employment of the local population from the industrial profile Proceeding from the above, it is worth noting that the pe- to the service sector. At the same time, it should be noted that riod from 2013 to 2015 is not enough to realize the current Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 124 Advances in Economics, Business and Management Research, volume 79 directions of the region's promotion on the tourist market, and Inskoy sports, hiking, educa- al complex «Tanai» more importantly, there is no direction for the creation, devel- tional opment and promotion of the tourist brand and image of the 9. Tisulskiy Historical and culture, Lake Big Berchikul, whole Kemerovo region, and not only the ski resort «Shere- gesh». In this regard, there is a problem of identifying the cores hiking, skiing, water the ski complex «Gor- (centers) of the image of the entire region, as well as individual tourism, equine tourism, naya Salanga» tourist and recreational areas of the region. To date, in the Ke- wellness, rural, hunting merovo region there are 12 tourist and recreational areas, cha- and fishing racterized by the degree of tourism development, resource po- 10. Mariinsko- Historical and culture, The Museum under tential and predominant types of tourism [8]. Currently, the Tyazhinskiy hiking, rural, wellness, open sky – Mariinsk formation core of the tourist image of the territory in these educational, scientific, city, the natural com- areas are not indicated in official studies. Our task was to iden- event, hunting and fish- plex «Shestakovsky» tify the cores in each recreational area of Kuzbass. ing As the core can serve as a popular tourist objects, annual 11. Severo- Wellness, hiking, skiing, The Sanatorium event, unusual natural phenomenon, because it is the center of Kuzbasskiy educational, rural, hunt- «Anzherskiy», attraction of tourists to the territory [9,10,11]. In order deter- ing and fishing hunting and fishing mine the cores of the tourist image formation, we conducted a grounds of municipal comprehensive analysis of tourist and recreational areas, aimed districts at identifying their distinctive features (natural, recreational, historical, ethnographic, etc.), as well as analyzed the recrea- 12. Nizhne- Historical and culture, Museum-reserve tional potential and attractiveness factors (table 1). Tomskiy environmental, event, «Tomskaya Pisanitsa» hiking, water tourism, TABLE I. THE FORMATION’S CORES OF TOURIST IMAGE OF scientific, educational, RECREATIONAL AREAS IN KEMEROVO REGION hunting and fishing Tourist and Promising types of The formation’s The analysis showed that the cores of some recreational recreational tourism cores of tourist image areas are already the centers of attraction of tourists not only to area the area, but also to the region as a whole (ski resort «Shere- 1. Gorno- Skiing, oversnow, ad- Ski resort «Shere- gesh», museum-reserve «Tomskaya Pisanitsa», Tourist and Shorskiy venture, speleotourism, gesh», recreational complex «Tanai», etc.). The cores of other recrea- environmental, sports, national park «Shors- tional areas are still inferior in prominence and popularity but ethnographic, event, kiy» they, in our opinion, are no less attractive for tourists, respec- scientific, educational tively, their positioning depends among other things on the 2. Tomusinskiy Hiking, skiing, water Mountain range «Ce- mechanisms described above. This identification of cores of the tourism, climbing, lestial Teeth» (on russ. tourist image formation allows to develop new «growth points» which are the directions of development of territories taking equine tourism, speleo- Podnebesnye Zubya) into account the recreational needs of the population and tour- tourism ists [12,13,14]. According our observations, it should be noted 3. Yuzhno- Excursion, educational, The southern capital of that the tourist image of the territory is formed under the influ- Kuzbasskiy industrial, business, region – Novokuz- ence of number of factors and mechanisms, it is influenced by water tourism, historical netsk city one or more cores of image formation allowing to create a sol- and culture, event id, diverse, attractive tourist image. 4. Tersinskiy Environmental, scientif- State natural reserve III. RESULTS AND DISCUSSION ic, water tourism, skiing, «Kuznetskiy Alatau» educational