After a slight decline observed in 2001-2003, 2004 and 2005. marked a significant increase in cross-border movement. The number of international tourist arrivals in 2004 amounted to 763 million people, in 2005, it increased to 808 million people, and at the end of 2007. the figure is almost 898 million. If we consider the statistics within specific regions of the world, then we will receive the following data.
As of the end of 2007, 46 million tourists have visited the Middle East and remains one of the most successful in terms of visits, despite continued tensions 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 in the aforementioned countries - 7% annually since 2000, Asia and the Pacific has been visited by 185 million tourists. At the end of 2007, the increase in traffic compared to 2000 is: Japan (+ 14%), Malaysia (+ 20%), Cambodia (+ 19%), Vietnam (+ 16%), Indonesia (+ 15%), India (+ 13%) and China (+ 10%) these indicators continue to grow. With an estimated total of 44 million international tourists Africa confirmed a good growth rate in 2006, as its growth averaged (+ 7%), which is not a bad result compared to 2000 (+ 3%).
Attendance of tourists North Africa is (+ 8%), which is slightly better than the regions of the Sahara where the increase is only (+ 7%). America doubled its pace 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.
|
International tourist arrivals |
Market share (%) |
Change% |
Annual growth% |
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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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North-East Asia |
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Southeast Asia |
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South asia |
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|
North. America |
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|
Caribbean |
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Central America |
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South America |
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North. 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 (i.e., in other words, their purpose was tourism itself); 24% - for the purpose of visiting friends or relatives, undergoing a course of treatment, religious reasons (private trips); business travel accounted for 16% and for 8% of arrivals the purpose of travel was not defined. (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
The growth of the inbound tourist flow (for business purposes and the purpose of recreation) in the past year (2007) was demonstrated by Germany, Great Britain, Austria, Italy, Spain, Australia, Israel and some other countries.
The number of tourist trips for business purposes increased by 1%. The dynamics of business tourism in the analyzed period for 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.
With regard to traditionally 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 decreased by more than 8%, which cannot be encouraging, since the decrease in the inbound tourist flow to our country began to occur since 2006. This is primarily due to the 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 rise in the price of the package of services offered to tourists when they travel to Russia (Diagram 2).
Diagram 2
Below are some interesting statistics on services for the first quarter of 2007. The analysis of statistical data for the first quarter of 2007 on tourist services, as well as on services of hotels and similar accommodation facilities, carried out by Rosturizm, 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 in the first quarter of 2007 compared to the first quarter of 2006 remained practically 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. The volume of paid services to the population by type.
From the statistics given above, we can conclude that compared to 2006, the volume of paid services in the Russian tourism industry has grown significantly, and it is assumed that the revival that took place in the first quarter of 2007 will continue to accompany us with new positive numbers, so At least in terms of income per tourist arrival, approximately ($ 580), Russia is noticeably lagging behind the global average of approximately ($ 850), but at the same time it is ahead of a number of countries 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 is much higher than 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. international tourism... Its significance depends mainly on three factors:
Transport costs associated with the delivery of tourists to the host country and back (it is the high costs of air travel that are the main reason for such high value this indicator for Oceania);
The price level in the host country (the 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 the 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 rather scare away than attract potential consumers of tourist services to Russia. On the contrary, at this stage of tourism development in general and inbound tourism in particular, one should hardly strive for a sharp increase in the indicator of “specific income.” Such a task can be set at later stages, when a competitive tourist infrastructure is created in the country, and a visit to Russia in in the eyes of foreign citizens will be considered no less interesting and prestigious than, for example, an excursion trip to France.In such a situation, we can already talk about the advisability of diversifying the sources of inbound tourism in the country (mainly due to an increase in the share of Western Europe, North America and Eastern 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 obvious that in the foreseeable future, Russia will have to face in the tourism sector with ever increasing competition from both leading tourist countries and relatively new participants in this huge market.
According to the forecast estimates given 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 it will come close to 1.6 billion. thus, almost twice exceeding the 2005 level.It should be noted that the dynamics of the number of international tourists in the long term may be subject to rather serious fluctuations at the level of individual macroregions, 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 largely overcome, which will provide a significant increase in tourist flows.It is assumed that more than ѕ of the total number of international tourist arrivals will fall on intraregional tourism, about 25% is long-distance travel (inter-regional tourism). WTTC presented a list of ten countries, t the urist sector of which presumably in 2007 - 2016. will develop at the fastest pace (Table 4).
Table 4 Leading countries in the development of international tourism in 2007 - 2016
It is very indicative that this list includes either countries whose economies in the coming period, judging by forecasts, will grow at the fastest rates, these are (China, India, Vietnam), or states for which the accelerated development of tourism from an economic point of view is an issue “Life-death” (Albania, Montenegro, Cambodia, partly Romania and Croatia). The fact that Russia was not included in this list, to some extent, can be explained by the fact that it does not meet these two aforementioned conditions.
Tourism is rightfully a highly profitable and dynamically developing sector of the state's economy. As a source of foreign exchange in the country, it affects the balance of payments of the state, and international tourism also affects the cultural and social sphere.
Speaking about tourism as one of the most important sectors of the economy, the following official data should be cited: according to the expert assessment of the UNWTO and Rostourism in Russia, the share of tourism in GDP is 2%. Already in the first half of 2013, it is clear that the entry of foreign citizens into Russia increased by 11% compared to 2012 (13,154,723 people in 2012 and 14,651,487 in 2013). Most of all came citizens of Ukraine (3,252,239 people), Uzbekistan (1,716,362 people) and Kazakhstan (1,708,500 people). But directly for the purpose of tourism, in the first half of 2013, 1,049,487 thousand people arrived in Russia. During the same period in 2012, 993,383 tourists were registered, an increase of 6% is visible. For the purpose of tourism, most often residents of Germany (142,731 people), China (129,846 thousand) and the United States (67,576 thousand) come to us.
Interest in tourism development is growing every year in many countries, and Russia is no exception. Unfortunately, tourism in Russia is not as developed as, for example, tourism in the Czech Republic, Bulgaria, France, Egypt, Thailand and a number of other countries.
So what's the deal? After analyzing the official data of Rosstat on the entry of Russian citizens into non-CIS countries, using the example of some countries, a number of conclusions can be drawn. Let's take such countries as Poland, Czech Republic and Germany for consideration. At the beginning of the 2000s, outbound tourism in Russia was only gaining momentum and people were mastering various modes of travel: railways, highways, air travel. As can be seen from Rosstat data, in the year 2000, 1,075,000 trips were to Poland, 90,000 to the Czech Republic and 450,000 trips to Germany. This was due to the fact that the visa to Poland Russian citizens it was much easier to get to than to Germany or the Czech Republic, it is also necessary to note that Poland is the closest of all, that is, you can get to it not only by air or railway services, but also by car. In 2003, the construction of an autobahn between Poland and Germany began, and excursion bureaus were gaining momentum, various excursion programs in Germany were invented, such as "excursions to Bonn and Dusseldorf", "excursions to Ghent and Bruges", which again entailed an increase tourists, it increased by 56% compared to 2000. By 2004, the growth of tourists increased again, but this time due to the development of the hotel sector in the largest cities in Germany. And if in 2003 there were 790 thousand trips, then in 2004 it increased by 35 thousand!
Based on the above, we can conclude: tourists are the most sensitive and demanding of comfort. Comfortable conditions should be not only in living, that is, in a hotel, but it is also necessary to take into account such important factors as: developed transport infrastructure, the presence of a professional guide who could choose the best offer that would meet all the preferences of the tourist.
Based on the example of Germany, the Czech Republic in 2004 and 2005 developed a number of excursion programs around the country with different kinds tourism (excursion, gastronomic, medical, etc.) and after a number of marketing transformations Prague became the most mystical city, and Karlovy Vary began to occupy a leading position in the field of treatment. And as can be seen from the statistical data of Rosstat, the flow of tourists in comparison with 2000 increased by 45%.
It is quite important to outline the state of Poland, after 2003, the flow of tourists arriving directly in this country for the purpose of tourism began to fall sharply, by 2004 the flow of tourists had decreased by 52%. Naturally, the reason for this decline was the lack of interest of tourists in Poland. The country did not develop its infrastructure, in particular the hotel sector, and there was no development of attractions. And by 2005 to the present, Poland is more of a transit area than a developed tourism sector.
Until recently, Russia's participation in international tourism remained practically unnoticeable, against the background of countries with a developed industry. Foreign countries have developed and are implementing specific proposals aimed at improving tourism. It is important for Russia to take measures to develop a marketing program: this country, possessing unique places and traditions, both in terms of geography and culture, could specialize in religious, sports, hiking, equestrian, river, cultural, health and pilgrim tourism.
Today Russia is actively developing the hotel sector, transport, excursion and sanatorium and medical infrastructure. But speaking about the prospects of tourism in Russia, it must be said that the main factor for development is the further holding of massive international events. Winter Olympics in 2014, FIFA World Cup in 2018, Winter Universiade - 2019 in Krasnoyarsk - these events will increase the interest and increase the flow of foreign tourists to our country. According to the UNWTO expert assessment, the number of inbound tourist flows to Russia by 2020 should amount to about 47 million people. foreign country development tourism
So, tourism is one of the most promising and profitable sectors of the economy, the potential of which in Russia is not fully realized. To achieve a positive balance between inbound and outbound tourism, it is necessary to stimulate the development of domestic tourism so that the citizens of our country strive to visit and learn domestic attractions and tourist centers, and not only set the initial goal of a trip abroad;
Possessing many tourist resources, having a worthy and interesting history, our country is able to attract a large number of tourists from all over the world. And it is worth noting that the dynamics of the development of the tourist market in Russia speaks of trends towards an increase in the number of tourists, foreign ones in particular.
- Specialty VAK RF08.00.14
- Number of pages 164
Chapter 1. Theoretical and methodological foundations for the development of international tourism.
1.1. Features of interpretations of the concept of tourism and forms of its organization at the national and international levels.
1.2. The role of international tourism in world trade in services.
Chapter 2. Analysis of trends in the development of international and domestic tourism in Russia.
2.1. The current state of the tourist potential of Russia.
2.2. Structure and perspective directions of outbound tourism.
2.3. Export of tourist services and prospects for its development.
2.4. Trends in the functioning of the internal tourism market.
Chapter 3. Organizational and legal framework for the development of international tourism.
3.1. 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.
3.2. Legal basis for the formation of the tourism market in Russia.
Chapter 4. Basic methods of intensive tourism development.
4.1. Sources of attracting investment in tourism.
4.2. International tourism marketing.
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.
5.2. Characteristic state of the art the market of hotel services in Russia.
Similar dissertations in the specialty "World Economy", 08.00.14 HAC code
The economic mechanism of the tourism sector 2000, Doctor of Economics Nikiforov, Valery Ivanovich
Organizational and economic mechanism of intensive tourism development in the Russian Federation 1999, Doctor of Economics Rozanova, Tatiana Pavlovna
The mechanism for the development of the hotel industry in the Russian Federation 2007, Candidate of Economic Sciences Konovalova, Anastasia Igorevna
Formation of an effective hotel management strategy 2006, Candidate of Economic Sciences Fedoseev, Oleg Lvovich
Improving the organizational and economic mechanisms for the development of the hotel and tourist business of the Moscow region: on the example of mini-hotels 2006, Candidate of Economic Sciences Khoroshilova, Evgeniya Vladimirovna
Conclusion of the thesis on the topic "World Economy", Golovatyuk, Alina Vladimirovna
1. The market for accommodation facilities is a set of objects classified as accommodation facilities according to certain criteria: the total number of overnight stays must exceed a certain minimum; the property has a management; the facility is managed on a commercial basis.
2. The hotel is recognized as the main accommodation facility all over the world. To identify the needs for hotel accommodations, one should know the factors affecting demand in hotel accommodations, and anticipate future changes in supply and demand. Also, the need for hotel places depends on the number and capacity of places of attraction for tourists, the existing provision of the region with hotels and their occupancy, trends in the contingent of people living in hotels.
3. Objective benchmarks in calculating the one-time capacity of hotels are the dynamics of incomes of the population, the importance of the region in the world economy, the peculiarities of regional development of business activity, transport system, entertainment and recreation industry, the presence of cultural and historical values.
4. Organizational structure hotel enterprise in world practice, it is determined by the purpose of the hotel, its location, the specifics of guests and other factors. The main services of the hotel are: room management service; administrative service; catering service; commercial service; engineering (technical services); auxiliary and additional services.
5. When classifying hotels in different countries, different systems are used. The introduction of a unified classification of hotels in the world is hindered by a number of factors associated with different levels of economic development, cultural and historical development of states engaged in tourist activities, their national characteristics, differences in the criteria for assessing the quality of service, etc. The most common is the hotel star classification system.
6. There is still no universal model of internal hotel management in the world. However, the responsibility for making general management decisions rests with the top management. Departments are functional units, each of which uses its own specific technology, but they all have one thing in common ultimate goal- customer satisfaction.
7. Depending on the peculiarities of management, hotels can be separate enterprises or form hotel chains. Hotel chains are over efficient organization since labor productivity in them is approximately 50% higher than in isolated hotels. It has to do with the use of chaining standard forms organization of labor and cost savings due to the scale of activities in the field of brand promotion, procurement of the necessary resources and professional development of personnel.
8. The main trends in the world hotel market are the globalization of the hotel industry, its segmentation, the emergence of specialized hotels, the unification of hotels into professional associations, the strengthening of the role of quality management.
9. The countries of Central America are experiencing a real hotel boom as a result of the economic recovery associated with privatization processes.
10. The development of the accommodation market is highly dependent on the development of tourism in the country, especially the development of international tourism, which creates a new impetus for the renewal of the accommodation structure.
11. The Russian market for accommodation facilities is characterized by low labor productivity in the hotel sector due to subjective factors. If they are eliminated, it is possible that investment in the hotel sector will grow and labor productivity will be set at about 60% (100% in the United States).
12. A necessary condition for the activation of the hotel industry is the development of the tourism market, primarily the international tourism market. The more tourists a country receives, the more it needs accommodation facilities. And the more actively a country cooperates with economically developed countries in the field of international tourism, the more highly profitable hotels are being built on its territory. The region's budget receives more foreign exchange earnings.
CONCLUSION
Based on the results of a study on the development of international tourism and the possibilities of applying experience foreign countries for the development of tourism in Russia, carried out in this dissertation work, the author made the main conclusions and proposals, the content of which is as follows.
An analysis of the definitions of tourism present in modern economic science has shown that the topic of terminology in tourism has been controversial for a long time. The consistency, versatility and multidimensionality of the structure of tourism led to the need to consider tourism as a complex intersectoral socio-economic complex, the scope of which does not lie in the vertical sectoral plane, but covers a certain horizontal space, including enterprises and organizations of different sectoral affiliation at the national and international level.
Accordingly, international tourism is viewed by the author as a complex complex with all its inherent infrastructure, namely as a branch of international economic activity and as an important segment of world trade in services.
The author proposes to consider international tourism as an economic category, expressing a set of interconnected industries and industries, presented in the form of a synthesis of three areas: 1) travel companies; enterprises and organizations producing travel services, and additional goods and services related to tourism; 2) the transport industry; 3) accommodation facilities.
At the same time, the main function performed by international tourism is to meet the diverse and constantly growing needs of people in all types of recreation and travel, with the rational use of all the natural resources available in the world.
The author determined that main feature tourist services both internationally and nationally are its versatility, which creates a demand for a whole range of goods and services at a time. V modern conditions the international market of travel services is characterized by a constant increase in the number of tour operators, consumer selectivity in relation to the quality and price of travel services, entry into the market of foreign competitors, overcoming the division of labor between the tour operator and travel agent, as well as strong concentration processes.
Therefore, the peculiarities of the competition in the international market at the present time is competition in the field of price and quality of the services provided and their optimal ratio.
The author notes that the development of international tourism at the national level is directly proportional to the economic development of countries: the more income and free time a country's population has, the more people spend on travel. The development of international tourism in the world depends little on the economic crisis of a particular country. However, if this crisis is capable of leading to a global economic or some other crisis, in the case of a significant importance of the country in international tourism, then the development of international tourism will have a significant impact.
The author also argues that the growth rate of international tourism has slowed down due to the saturation of demand for travel services in countries that have the largest share in international tourism, i.e. in European countries. The progressive development of international tourism is provided by the countries of the Asia-Pacific region experiencing economic growth.
The intensification of Russia's participation in international tourism, as a country with a multimillion population, could give a new impetus to the development of international tourist exchange, but this is hindered by a number of objective and subjective factors.
Russia does not have such a variety of natural resources as the countries that are leaders in international tourism; the country lacks a developed tourism infrastructure. Therefore, Russia's participation in international tourism has always been insignificant; currently, outbound tourism is much more widespread than foreign ("inbound") and domestic. Intensification of participation in international tourist exchange after 1992-93. due to the huge deferred demand for travel abroad. In the future, the outbound flow of tourists has stabilized. Business tourism and ecological and adventure tourism can be considered promising areas for the development of international tourism. These types of tourism do not require large capital investments, but require a clear knowledge of the geographic specifics of the region and its importance for the country's economy.
One of the problems modern development international tourism in Russia is the lack of its clear organizational structure.
As the experience of foreign countries demonstrates, it is necessary to create a single independent executive body in the country that develops state policy in the field of tourism in close cooperation with legislative bodies and other executive bodies of the state responsible for economic spheres directly related to tourism (transport, financial institutions, certification institutes).
In order to maintain fair competition between the enterprises of the tourist complex, it is advisable to establish state control over the merger of enterprises trying to occupy a dominant position in the market, and subsequently to implement a set of measures, mainly of a legislative nature, to prevent the formation of monopolies and oligopolies.
It is important to develop and implement specific proposals aimed at improving tax policy in the field of tourism. The priority measures are to simplify the calculable tax base, differentiate the principles of taxation by type of tourism (international, domestic), reduce tax pressure on tourism enterprises, as is done in many economically developed countries.
With the development of international tourism, the need for further expansion and deepening of the legal basis for its functioning increases. State bodies should develop an appropriate legislative framework, should intensify the development of regulations governing certain aspects of tourism development at the international and national levels.
When Russia joins the WTO, the state needs to develop, at first, a number of protectionist measures to protect national economy from the excessive influence of foreign market participants. These measures are temporary and will be eliminated in the future. However, in the context of a lack of investment resources for the development of tourism infrastructure, the government must think over in detail the mechanism for regulating the market and make it as flexible as possible so as not to “scare away” potential foreign investors.
Tourism is an industry that attracts multi-billion dollar investments from various sources: government subsidies, international financial and tourist organizations, private investments. The problem of lack of financial resources for the development of international tourism in Russia is very acute: there is not enough budgetary funds, international financial and other organizations, as well as private investors, do not seek to invest in the development of tourist infrastructure in Russia.
Investing in tourism is quite risky due to the sensitivity of this activity to economic, political, climatic and other changes that can drastically reduce the flow of tourists and thus significantly affect tourism receipts.
The size of public investment in tourism depends on the importance of this sector in the country's economy, and the investments of international financial institutions depend on guarantees provided by the government of specific countries for loans, on the country's reputation in the international tourism market and on the literacy of business plans provided by the government to obtain financial resources.
The instability of the political and economic situation in Russia, the riskiness of long-term investments predetermine the passive nature of investment activities, both private and equity capital.
Activating the investment process in the tourism business in Russia is a long-term and difficult task, therefore, all participants in the tourism market need to use marketing tools to achieve effective development of this sector of the economy.
In general, tourism marketing is a systematic change and coordination of the activities of tourism enterprises, as well as private and public policy in the field of tourism, carried out according to regional, national or international plans. The purpose of such changes is to best meet the needs of certain groups of consumers, while taking into account the possibility of obtaining the corresponding profit.
The main levels of use of marketing in the field of tourism are: marketing of tourism enterprises, which are the main link in entrepreneurial activity in the field of tourism; marketing of manufacturers of tourism services; marketing of tourism organizations representing and protecting the collective interests of tourism entrepreneurs; marketing of territories and regions.
International and domestic experience in the implementation of marketing in the field of tourism proves that it is necessary to comprehensively develop marketing at different levels of management in the field of tourism: from the level of the country and regions to tourism enterprises and organizations; implementation of the marketing concept in practice is impossible without marketing management.
In the current conditions in Russia, not costly marketing measures should be used, namely, the country's active participation in international tourism fairs and conferences, which serve to form a favorable image of Russia as a country open to all forms of cooperation in the field of international tourism. Participation of Russian hotels in international systems hotel reservation will allow hotels to directly attract customers from different countries.
One of the most important areas for the development of international and national tourism is the accommodation industry, which is currently actively developing in Russia. To provide accommodation services of international quality, it is necessary to have accommodation facilities of different classification on the territory of Russia - from 4-5-star hotels to inexpensive student dormitories to meet the accommodation needs of citizens of different countries and social strata.
The market for accommodation facilities is a set of objects classified as accommodation facilities according to certain criteria: the total number of overnight stays must exceed a certain minimum; the property has a management; the facility is managed on a commercial basis.
The hotel is recognized as the main accommodation facility all over the world. To identify the needs for hotel accommodations, one should know the factors affecting demand in hotel accommodations, and anticipate future changes in supply and demand. Also, the need for hotel places depends on the number and capacity of places of attraction for tourists, the existing provision of the region with hotels and their occupancy, trends in the contingent of people living in hotels.
Objective benchmarks in calculating the one-time capacity of hotels are the dynamics of incomes of the population, the importance of the region in the world economy, the features of regional development of business activity, the transport system, the entertainment and recreation industry, the presence of cultural and historical values.
The organizational structure of a hotel enterprise in world practice is determined by the purpose of the hotel, its location, the specifics of guests and other factors. The main services of the hotel are: room management service; administrative service; catering service; commercial service; engineering (technical services); auxiliary and additional services.
Different systems are used to classify hotels in different countries. The introduction of a unified classification of hotels in the world is hindered by a number of factors associated with different levels of economic development, cultural and historical development of states engaged in tourist activities, their national characteristics, differences in the criteria for assessing the quality of service, etc. The most common is the hotel star classification system.
There is still no universal model of internal hotel management in the world. However, the responsibility for making general management decisions rests with the top management. Business units are functional units, each of which uses its own specific technology, but they all have one common end goal - customer satisfaction.
Depending on the management features, hotels can be separate enterprises or form hotel chains. Hotel chains are more efficient as they are labor productivity in them is approximately 50% higher than in isolated hotels. This is due to the use of standard forms of labor organization by chains and cost savings due to the scale of activities in the field of brand promotion, procurement of the necessary resources and professional development of personnel.
The main trends in the global hotel market are the globalization of the hotel industry, its segmentation, the emergence of specialized hotels, the unification of hotels into professional associations, and the strengthening of the role of quality management.
The countries of Central America are experiencing a real hotel boom as a result of the economic recovery associated with privatization processes.
The development of the accommodation market is highly dependent on the development of tourism in the country, especially on the development of international tourism, which creates a new impetus for the renewal of the accommodation structure.
The Russian market for accommodation facilities is characterized by low labor productivity in the hotel sector due to subjective factors. If they are eliminated, it is possible that investment in the hotel sector will grow and labor productivity will be set at about 60% (100% in the United States).
A necessary condition for the activation of the hotel industry is the development of the tourism market, primarily the international tourism market. The more tourists a country receives, the more it needs accommodation facilities. And the more actively a country cooperates with economically developed countries in the field of international tourism, the more highly profitable hotels are being built on its territory.
The development of international tourism is a priority area of activity in many countries of the world. International tourism is both a source of tangible foreign exchange earnings for countries, and an effective mechanism for cultural and educational exchange between different countries the world. As the analysis has shown, Russia has objective opportunities to increase its participation in international tourism: economic growth, the signs of which can already be observed, will stimulate outbound tourism, there are promising directions for the development of inbound tourism, problems of a legislative and legal nature, problems of attracting investments, problems improvement of tourist infrastructure, in particular, accommodation facilities, etc. f
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INTRODUCTION
In the 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, which together form an attractive offer of a 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.
Promotion of the development of the tourism sector in small towns should be considered as a tool for increasing the employment rate 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, and attract entrepreneurs to create tourism information centers, the formation of a tourism marketing strategy.
A kind of super task of urban marketing is the effective use of existing ones, as well as the creation of new advantages to attract economic agents to the city that can increase the well-being of city residents.
Tourism in the modern world is one of the most massive, profitable and intensively 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 tourism centers.
A large number of historical and cultural values have been preserved in small urban settlements of Belarus. However, many of them are destroyed, are in bad technical condition... Therefore, the issues of preserving and restoring historical and cultural monuments, as well as promoting small towns, are especially relevant and require immediate solutions.
To effectively promote small towns in Belarus, experience and illustrative examples of promoting small towns in other countries, for example, in Western Europe, are needed.
1.1 Germany Tourist Routes
Germany has everything to make the stay of guests pleasant: hotels for every taste, many shops, cozy cafes and restaurants, public transport (the reliability of which is known throughout 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 wide 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. Stretching 350 km from Franconia to Tyrol, it offers relaxation and travel experiences rich in different experiences.
During the trip, tourists get acquainted with the history of Bavaria and the 2000-year-old culture of this land. For example, natural attractions, 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 southern Germany is an attraction: mountains covered with vineyards in Franconia, picturesque forests along the Danube, the purest Lake Forggensee at the foot of the Alps. In the north of the "Romantic Road" not far from Würzburg there is a monument to Balthasar Neumann, and in the south, at the foot of the famous Neuschwanstein Castle, is the Bavarian fairy-tale king Ludwig II.
Besides 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 - castles Neuschwanstein and Hohenschwangau - Füssen - Schongau - Landsberg am Lech - Augsburg - Nördlingen - Wallerstein - Dinkelsbühl - Rothenburg ob der Tauber - Bad Mergentheim - Lauda Kurenberg - Nuremberg
As a rule, German travel agencies offer a route during the warm season (March-September), lasting 8 days / 7 nights.
| Tour program | |
| 1 day | Departure to Munich. Transfer to the hotel and accommodation (in case of an early arrival, a sightseeing tour is possible on the 1st day). |
| 2nd day | Sightseeing bus and walking tour of Munich. Free time in the town. |
| Day 3 | Drive to the Bavarian Alps. The beginning of the journey along the Romantic road of Germany. Visit to Neuschwanstein and Hohenschwangau castles. Moving to Fussen. Inspection of one of the ancient Bavarian cities with a perfectly preserved center. Accommodation at a hotel in Füssen. |
| 4th day | Visit to the famous pilgrimage church of Viskirche, included in the list of UNESCO world cultural heritage. Moving to Schongau, a city with a rich history, which was for a long time the seat 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 Ottingen-Wallerstein princes, who currently live in the castle. Inspection of the famous plague pillar. 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. City tour (the most famous of all small towns in Germany). Hotel accommodation. |
| 6th day | Moving to the old town of Bad Mergentheim. Sightseeing tour of the city - the former residence of the Great and German Masters Teutonic Order... Transfer to Würzburg (treasury of world architectural cultural monuments included in the UNESCO World Cultural Heritage List). City tour. Moving to Bamberg - one of the oldest cities in Germany. Accommodation at 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. Departure to Moscow. |
Tour cost per person in EUR
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 whole. This route is widely represented on the websites of Germany, in the printed editions of the bookstands of the country.
The joint German-Czech route "Castle Route" allows tourists to get acquainted with the common history of these two countries through the example of castles. The Route of Castles 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 ancient monuments. It passes through such international tourist centers as Heidelberg, Rothenburg, Nuremberg, Bayreuth, then, already in the Czech Republic: Karlovy Vary, Marianske Lazne and Prague.
The largest wine barrel in the world is located in Heidelberg (its capacity is 223 liters). Here tourists visit the oldest university in Germany, and the city of Heidelberg itself was once called a "student principality".
The undoubted attraction of Rothenburg is the unique store-museum of Christmas decorations, open all year round.
In addition to castles and palaces, this route also offers a lot of interesting things: city monuments of medieval architecture, ancient churches, more than 100 museums, handmade souvenirs, visits to exhibitions.
Thus, it can be noted that a similar route can be promoted in Belarus, where there are many 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 lodging for the night 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.
Forming associations with famous historical figures is a powerful means of attracting tourists. Tourists from all over the world come to these cities to understand what determined the inspiration of the artists, to see the nature for their works, to feel the atmosphere in which the masters lived and worked.
The Route of Fairy Tales is a path through a delightfully beautiful area where the beloved heroes of children's fairy tales lived in ancient times.
The route runs from south to north, from Frankfurt am Main to Bremen. Goes through such interesting cities like 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, culminating in a fancy-dress 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 fairytale heroes, House of Fairy Tales and Museum of Fairy Tales.
The city of Schwalmstadt is the "capital" of the fairytale heroine - Little Red Riding Hood. The city has several museums, a theater and hundreds of beautifully preserved half-timbered buildings in the old center. Schwalmstadt also holds its own festival, when heroes of favorite fairy tales walk the streets and Little Red Riding Hood meets tourists at every corner.
In Kassel, the capital of the Fairy Tale Road, brothers Jacob and Wilhelm Grimm began collecting 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 knightly fortress of Leuvenburg in the neo-Gothic style.
In general, the route resembles footage 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 for tourists' recreation.
The romantic banks of the Rhine, Moselle, Ara and Saar in the Rhineland-Palatinate and Saarland are completely covered with 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.
Weinstrasse descends from Bockheim to the south and ends at Schweigen. Route length: 100 km. An unforgettable experience is left by the Moselle river valley. The most interesting part of it is the winding 200-kilometer stretch between ancient Trier, founded 2,000 years ago, and Koblenz, located where the Moselle flows into the Rhine.
There are about a hundred villages on the Weinstrasse. More than 200 festivals and celebrations are held here throughout the year, dedicated to the main drink of this region. There are more than ten ancient castles and palaces along the Weinstrasse.
There are especially many guests here during the grape harvest season.
Thus, this route is aimed at a specific segment of tourists who want to visit the "very hinterland" 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-growing regions!
Tourist route “German Toy Road. Travel to childhood "
Through the picturesque towns and plateaus of Franconia and Thuringia, there is a 300-kilometer hiking trail that leads straight back to childhood. Here you can see a wide variety of toys - in workshops and at trade exhibitions, in museums and 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 "world capital of toys". It houses the German Toy Museum, the Nautiland aquarium and the Raceway car race track. The Lausha resort is famous for its glass Christmas tree decorations, small glass balls for children to play with, as well as glass art. In Truzetal there is a mine-museum "Hyun", 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 attractions.
The advantage of such combined tours is that individually each city is not of great interest to tourists, and is not very popular; but, thanks to the creation of such thematic routes as the Route of Castles, the Route of Wine, etc., which cover several small towns at once, the demand for such routes is increasing, the flow of tourists is increasing, which brings additional income to these towns. They do not go unnoticed, but acquire new and new tourists every year.
1.2 Tourist routes in Poland
Festivals in small towns of Poland
The attractiveness of a city can also be shaped and promoted through the organization of certain events and events. A well-organized event that goes beyond the scale of a city can build a strong brand for a city. There should be a certain tradition of organizing mass events - holidays, festivals, conferences, exhibitions that have an 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 are very popular in Poland. Many churches have old and splendid-sounding organs. The most popular concerts at the Summer International Organ Festival at the Cathedral in Gdańsk, for over 30 years. The repertoire of the festival includes both classical works and works of contemporary authors.
Traditional events such as song festivals and film festivals are compulsory every year from June to September and attract many tourists.
Music festivals of international importance have become the cultural business card of Wroclaw. The most famous is "Wratislawia Cantans". The International Festival in 2002 expanded into a year-round cycle of concerts, ballet performances, film screenings and exhibitions. 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: Festival "Jazz over the Odra", Days of Music of Old Masters, Festival of Actors' Songs, International Jazz Days of Remembrance of the Dead, Wroclaw Meetings of One Actor Theaters and Small Theater Forms, International Festival Dialogue Wroclaw.
Poznan hosts about a dozen trade fairs and exhibitions every year, the largest of which is the International Technical Fair in June and the Consumer Goods Fair in October. Also the city of Poznan is famous for its festival of contemporary music, which is held 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 monuments of history and culture: medieval castles, baroque palaces, residences of magnates, temples, sacred objects - evidence of the development of different religions and traditions, open-air museums, and also mysterious structures created before our era.
In the north of the country, there are castles, which in the XIII and XIV centuries. built by the crusaders. The most famous is the fortress in Malbork. The huge, massive towers still command respect. Inside you can see the restored interior with preserved original fragments and museum displays. The castles in Bytom, Wrath or Golub-Dobrzyn serve as the organization of knightly tournaments in summer, where brotherhoods of knights from all over Europe gather. Together with them, you can travel back to the Middle Ages: become a spectator of fights with spears or axes, competitions in archery and crossbow, storming the fortress wall with the help of lifting machines medieval construction, and in the evenings sit with knights by the fire, take part in feasts and watch court dances.
In the south of Poland, there is the unique Eagle's Nest Trail, one of the most picturesque tourist routes in Poland. It is the ruins of several dozen defensive castles of the XIV and XV centuries, located on limestone hills and rocks. Traces of the most massive castles are found in Bobolice, Miruv, Olsztyn, Tenczyn and the Ogrodeniec area, where the castle ruins are considered the most picturesque in Poland. The area through which the Eagle's Nest Trail passes is the Krakow-Czestochowa Jurassic Ridge, a favorite area for climbers. These are also ideal locations for those who enjoy cycling and horse riding.
Thus, this is the clearest example of a neighboring country with the same potential as in Belarus, which made the Route of Castles route unusual, colorful, accompanied by animation programs and spectacular films. The need for the brightness of the plot of the event, the predominance of visual and multimedia channels, its design in a "picture" (animated) allows attracting tourists from all over the world.
The development of tourism in small towns of Belarus is an important source of increasing the welfare of the country. It can be considered as a system that provides all the opportunities for acquaintance with the history, culture, customs, spiritual and religious values of small towns of Belarus and its people, and gives 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, since 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, which includes the Brest and the main part of the Grodno region, is the most promising for attracting Polish tourists. Characteristic feature district 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, castle ruins, as well as memorial sites associated with their compatriots.
It would be expedient to create a route "The Golden Ring in Western Belarus", focused on Poles, which would include small towns and villages associated with the common history of these states.
So, for example, Poles will be interested in taking a sightseeing tour of the first capital of the Grand Duchy of Lithuania - Novogrudok with a visit to the house-museum of Adam Mitskevich. Inspection of the preserved towers of the Novogrudok castle of the XII century. Farny church of the 15th century - once the marriage of the King of Poland Jagiello and Princess Sofia Golshanskaya took place here, the future poet Adam Mitskevich was baptized here, the Nikolaev Church (1780), the Mikhailovsky Church (1624), the Mound of Immortality, poured in honor of the poet. During the excursion, tourists visit the estate-museum in Zaosye (Baranovichi district) - the alleged birthplace of the poet. They are examining the Tuganovichsky park, where young Mitskevich met with Marylya Vereshchako; The Filaret Stone, at which young “filarets” gathered - Adam Mitskevich, Tomasz Zan, Jan Chechot.
Polish tourists can visit the places that have become sources of inspiration for such poets as Eliza Ozheshko and Adam Mitskevich (Grodno - Ponemun village - Milkovshchina village - Kamenka village - Schuchin town - Ostrino town - Zheludok village - Lake Svityaz - the village of Raitsa - the village of Voroncha - the village of Malyushichi - the town of Korelichi - the village of Shchorsy - the town of Mir - the town of Berezovka - the town of Lida - the town of Grodno).
On the way, you can stop at the village of Milkovshchina, which is located 10 km from the town of Skidel, where the estate of the writer Eliza Ozheshko is located. A maple alley, a well, an old barn with a basement have survived to this day on the site of the former estate. It is planned to restore one of the surviving buildings, which will house the museum.
Then you can visit the village of Sekhnovichi - the ancestral estate of the Tadeusz Kosciuszko family (now the Zhabinka district), where a linden alley, according to legend, planted by Tadeusz himself has survived. Then the path lies in Kossovo through Kobrin and Ivatsevichi. Near Kossovo, tourists visit the house-museum of the Merachovshchina farm, 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. It is urgent to create such a route as the "Golden Ring in Western Belarus", which will cover small towns with a high concentration of historical and cultural monuments. A visit by Polish tourists to 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, through which Lithuanians can travel. From Vilnius, you can head to Lida, where Lithuanian tourists can watch the Lida Castle and the animated show Wedding of King Jagiello and Sofia 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 Great Lithuanian princes. 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 can be Minsk, and on the way back it will be interesting to visit the Kreva castle in Krevo, where the Kreva union was adopted in 1385, and the stories of the legends of local guides about the flight of Prince Vitovt from the Krevo dungeons. And then go to the town of Gervyaty, where in 1536 the Vilna bishop Jan founded a wooden church of the Holy Trinity.
There are many interesting places for Belarusian tourists in Vilnius connected with 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 integrated routes are created in small towns of Belarus, the more opportunities these cities will have 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.
A paradoxical situation has arisen in small towns today, when a variety of information seems to be enough, but it is not structured, not coordinated, unreliable, and, most importantly, it is inaccessible. Therefore, to create the image and popularity of small towns in Belarus, it is necessary:
Create an open information network on the basis of the Internet with an easy search for information (for example, business 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 a corporate identity for the city and, on its basis, prepare a complete set of advertising materials for distribution both inside and outside the city;
Determine the list of souvenirs. Place trade booths 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 news stories, communication with the most influential people of the region, region, Russia.
· There are over 30 news agencies and business centers that provide various information services, mainly in the field of marketing, law, economics and audit.
The efficient functioning of tourist centers is impossible without a well-developed infrastructure. The capacity of these facilities, 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 pedestrian accessibility - 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, knightly tournaments, etc. Such events gather up to 10 thousand people, and in the future their number may increase significantly. It is advisable to place the fields of mass action against the background of “natural scenery” - a castle, a silhouette of a historic 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 the development of infrastructure. So, in the courtyards adjacent to tourist routes, it is possible to set up summer cafes, green recreation places for tourists, organize pedestrian walkways 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 spatially differentiate the functions of serving tourists and living in the local population, creating a full-fledged living environment for the townspeople 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 courtyards, isolated from the main tourist routes and not having free access from the streets (entrances to residential courtyards are made from residential buildings, through locked gates, gates, etc.).
Modern use historical buildings. Most of the historical buildings in small towns in Belarus need 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 techniques of laying walls, basements of buildings, framing door and window openings, colors, and they should not disappear.
The development of tourism makes us look differently at the reconstruction of unique, now lost architectural structures. For example, the restored Oginsky palace with a theater in Slonim or the Alba park in Nesvizh with canals and a summer residence of the Radziwills, restored in all their splendor, 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 for tourists' recreation.
Organization of transport and pedestrian connections. An increase in human and traffic flows with the development of tourism in small historical cities 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 tourist buses to the main objects of tourist display, hotels, the shortest communication 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 pedestrian paths, it is important not only to ensure communication 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 the 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 g. Peace. This requires the clearing of territories from low-value buildings, disharmonious with the surrounding landscape.
3.1 Basis 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 activities (festivals, holidays, exhibitions, conferences and others)
Sports activities
Buildings, monuments and sculptures
For investors and entrepreneurs
Attractive conditions for doing business (land and real estate value, taxation conditions, local government policy in relation to new enterprises, consumer characteristics, market conditions, level of infrastructure development, etc.)
Slogans, Themes and Positioning
A high-quality slogan forms a platform for enhancing the city's image. A use case for an overarching slogan is to formulate a theme that will form the basis of specific marketing programs targeting specific target groups.
Events and activities
The image of the city can also be formed and promoted through the organization of certain events, events and the construction of news stories on this basis. A successfully organized event that goes beyond the scale of the city, provided with the appropriate methods of PR-communication, can create a strong brand of the city. The need to direct events is largely determined by the mediatization of modern society, the format of work of mass channels of information dissemination. Powerful informational noise sets the requirement for the brightness of the event plot, the predominance of visual and multimedia channels - the requirement to form it into a "picture" (animated). As a result, the form of the event may turn out to be more significant than its content. The design of news stories is associated with the presence of a certain tradition of organizing mass events - holidays, festivals, conferences, exhibitions and others that have an international resonance, which every year almost in the same period place the city in the information field, actualize its significance and value for the world community, remind of its uniqueness, and therefore serve to maintain, strengthen and develop its image. Traditional events like the Glastonbury festivals in the UK and Roskilde in Denmark are a must every year and attract numerous tourists. Munich is world famous for its Oktoberfest beer festival, 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, Salzburg hosts an annual music festival associated with Mozart.
When, for example, the Leipzig authorities set themselves the task of turning it into a tourist center, they practically from scratch organized a summer festival dedicated to the key historical figure of the city - Johann Sebastian Bach, who is still a key element of the city's brand.
In addition to 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 wine 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 uniqueness of the place.
Formation of associations with famous historical characters
Having a famous figure connected to 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 determined the inspiration of 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 ordinary person associates with the city. In the absence of any idea about the city in a person, the latter will never choose it as a place for recreation. In order to attract tourists and investors, PR and brand management specialists design a policy of targeted influence on target groups to form a certain opinions (a representation that has an emotional design) about a particular territory.
