Problems of tourism development in Crimea. Problems of tourism development in Crimea and methods for solving them Proposals for tourism development in Crimea
Introduction
tourist Crimean peninsula
Crimea has a variety of healing resources, many of which are unique. The presence of diverse natural resources has made it possible to create a multifaceted system of sanatorium-resort treatment and recreation in the region.
Tourism in Crimea is traditionally an integral part of state policy and an important section of the national economic system.
Regardless of the form of ownership and departmental subordination, the resort institutions of Crimea, in solving a common task, act as a single recreational complex, requiring management and organizational and methodological support for control over the implementation of state guarantees to various populations, regulated by a number of legislative documents of the Russian Federation.
The main purpose of writing this work is to reflect the process of managing recreational activities in the Republic of Crimea. To achieve this, the following tasks were set:
analyze the current state of recreational activities in the Republic of Crimea
analyze the state policy of the Republic of Crimea regarding recreation
make proposals for its possible modernization
1. Main characteristics of the tourist flow to the Republic of Crimea
In the conditions of independence of the Republic of Crimea, the methodology used for counting tourists, which is based on an estimate of the number of arrivals in Crimea by rail, lost its relevance in 2014-2015 due to structural changes in passenger traffic: a reorientation of transport links with the Republic of Crimea was noted from the previously priority railway transport to air transport and ferry crossing. Appropriate adjustments will be made to the methodology for counting tourists. In this connection, comparison of the number of people who had a rest on the peninsula in the 2014 season with the seasons of previous years in the current conditions of the independence of Crimea is incorrect.
According to data provided by the Ministry of Resorts and Tourism of the Republic of Crimea for 2014, 4.78 million passengers arrived in the Republic of Crimea. Of the total number of passengers arriving in Crimea in 2014:
% arrived by rail,
% - by ferry crossing,
% - by air.
In 2013, 66% of all vacationers came to Crimea by train, 10% of tourists by air, and 24% by road (including via the Kerch ferry crossing).
In previous years, the Republic of Crimea was visited annually by 6 million tourists. The dynamics of visits are shown in Figure No. 1
Rice. 1 Dynamics of tourist visits to the Republic of Crimea
It is worth especially noting that 20% of all tourists are organized vacationers, the remaining 80% are tourists who prefer to stay in private mini-hotels and apartments.
The distribution of the flow of tourists in Crimea is also not uniform. (Fig. 2). Among the regions the greatest load is noted:
in the Yalta region - 34.8% of tourists choose holidays in the region,
in Alushtinsky - 19.2%,
in Yevpatoriya - 19.2%,
in Feodosia-Sudak - 10.4%,
in Saki - 4.9%.
Rice. 2 Distribution of tourist flow in Crimea
The average duration of a holiday in Crimea is 10-14 days.
The duration of the season in Crimea is 5 months a year (from May to September), of which the most active holiday season is observed in July-August.
The main purpose of staying in Crimea in most cases is a “beach” vacation - 55% of all tourists choose a “beach” vacation. 20% of tourists come to the resorts of the peninsula for the purpose of recreation, entertainment and travel, and about 25% for treatment.
The share of incoming tourism accounts for 34.4%, while in 2009 the share of foreign citizens in the total tourist flow of Crimea was 26.2% (Fig. 3)
Rice. 3 The ratio of tourist flows in the Republic of Crimea
According to the geography of tourist arrivals in Crimea in 2013, tourists from Ukraine dominated - 65.6% of the total tourist flow. 26.1% of the total tourist flow are citizens of the Russian Federation, 4% are citizens of Belarus (Fig. 4). The flow of tourists arriving from other foreign countries is distributed as follows: Turkish citizens - 34%, Baltic citizens - 15%, German citizens - 15%, British citizens - 10%, Israeli citizens - 7.5%, US citizens - 6% .
The most popular mode of transport (Fig. 5) for Crimean tourists is the railway - 66% of all vacationers come to Crimea by train, 10% of tourists arrive by air and 24% by road (including via the Kerch ferry crossing). At the same time, there is an increase in the number of tourists arriving by air. Air traffic in 2013 amounted to 604.4 thousand people, which is 7.7% more than in 2012 and 1.6 times more than in 2009 (Fig. 6)
Rice. 4 Structure of tourist flow by geography of arrival in the Republic of Crimea
Rice. 5 Distribution of tourist flow by mode of transport
Rice. 6 Air traffic for 2009-2013, thousand people.
Every year, in the structure of tourist traffic by motor transport, the share of tourists arriving in Crimea by the Crimea-Parom ferry account for about 28% - more than 350 thousand people arrive annually. However, already in 2014, there was an increase in passenger traffic through the ferry crossing (2-2.5 times).
1.1 Crimean accommodation facilities and tourist enterprises of Crimea
There are 825 sanatorium-resort and hotel establishments located on the territory of the Republic of Crimea. Of these, 467 institutions provide specialized sanatorium-resort treatment or health-improving services, the remaining 358 institutions provide temporary accommodation services.
Of the 467 Crimean health resorts, 151 institutions provide specialized sanatorium-resort treatment, 316 institutions provide health-improving services.
From the perspective of tourism development, the category of health resorts, which provide various health and medical services, is of particular interest. This category is represented by the following main types of accommodation facilities: sanatoriums, boarding houses with treatment, children's sanatoriums, hotels with treatment, medical rehabilitation centers, medical and health centers, health complexes, tourist and health complexes (Fig. 7).
In addition, from the perspective of tourism development in the Republic of Crimea, the category of institutions providing health-improving services is of interest. This category consists of 224 facilities (boarding houses, tourist and health complexes, tourist and health centers, hotels), which provide primary medical consultation, SPA services, dietary nutrition programs, a beach, swimming pool, sauna, etc.
Rice. 7 Classification of Crimean accommodation facilities
In addition, there are 92 children’s health camps in Crimea (Fig. 8).
Rice. 8. Distribution of children's health camps by region of Crimea
There are also 31 separate children's sanatoriums. As a result, the total number of child care institutions in Crimea is 123.
According to the year-round principle, 315 year-round facilities operate in Crimea (of which 128 are sanatorium-resort), 510 seasonal (of which 465 are sanatorium-resort).
The territorial distribution of health resorts by region of Crimea is as follows:
there are 168 objects in the Yalta region,
in Feodosiya - 112,
in Alushtinsky - 107,
in Yevpatoriya - 103,
in the remaining 12 regions - 335 accommodation facilities (including the cities of Simferopol, Stary Krym and Sovetsky district).
A distinctive feature of the territorial location of specialized sanatoriums is their concentration in the Yalta region - 33 (44% of the total). At the same time, 70% of children's sanatoriums are concentrated in Yevpatoria.
Crimean health resorts provide treatment for bronchopulmonary, neurological, musculoskeletal, cardiovascular, gynecological and other diseases. In addition, on the territory of the Republic there are 4.5 thousand households providing temporary accommodation services, and 14 thousand apartment landlords (private sector). The peculiarity of this sector is that it receives over 80% of the total tourist flow (more than 4 million tourists per year).
There are 208 tour operators carrying out tourism activities in Crimea. 1,147 tourist support specialists (tour guides and guide-translators) are included in the register of tourist support specialists. The database of excursion tours and routes developed by business entities includes about 200 routes.
In Crimea there are 21 tourist information centers in 10 regions of the peninsula: Kerch, Saki, Simferopol, Yalta, in the Sudak, 9 Evpatoria, Feodosia regions, as well as in the Bakhchisarai, Black Sea and Lenin regions. Of these, 11 are year-round.
1.2 Functioning of the beaches of the Republic of Crimea
The total length of the beaches of the Republic of Crimea is 517 km.
As of April 1, 2014, there are 560 beaches on the territory of the republic, of which, according to their functional purpose, 69 are therapeutic (beaches of sanatoriums), 58 - recreational (beaches of other medical and recreational institutions), 71 - children's (beaches of children's health institutions), 332 - general purpose beaches, the functional purpose of 30 beaches is currently being determined (Fig. 9).
Rice. 9 Crimean beaches as of 04/01/2014
The largest number of beaches are located in the Yalta region - 123, Evpatoria region - 96, Alushta region - 87, Feodosia region - 77.
In 2013, 10 beaches in the republic received Blue Flag certificates from the Foundation for Environmental Education (FEE), thereby confirming compliance with international requirements for safe and comfortable recreation.
1.3 Development of tourism in Crimea
The basis for the development of tourism is a special geographical location, a diverse climate (the climate of the southern coast of Crimea is subtropical Mediterranean type) and enormous natural potential: the Black and Azov seas, the Crimean Mountains, about 900 caves, the largest - Krasnaya, Mramornaya, Uzundzha, Emine-Bair -Khosar, 1657 rivers and temporary watercourses with a total length of 5996 km, 30 natural lakes and 1554 artificial reservoirs, 15 waterfalls, the most significant of which are Uchan-Su and Jur-Jur, 6 nature reserves (Crimean, Yalta mountain forest, Cape Martyan, Karadag , Kazantipsky, Opuksky).
On the territory of the Republic of Crimea there are over 11.5 thousand historical, cultural and architectural monuments belonging to various historical eras, civilizations and religions. There are 26 deposits of medicinal mud and brine, more than 100 sources of mineral waters of various chemical compositions. In Crimea there are 6 state reserves, 33 reserves (including 16 of national significance), 87 natural monuments (13 of national significance), 10 protected tracts, 850 karst caves (50 of them are recognized by experts as suitable for development and visiting by tourists), mines , wells and more than 30 parks - monuments of landscape art of national and world significance.
The following types of tourism are developing in Crimea:
cultural and educational (in Crimea there are 17 state museums, more than 300 public and departmental museums. About 800 thousand exhibits are stored in the funds of state museums alone);
eventful (more than 100 different festivals are held annually in Crimea: music and wine, military and choreographic, theater and cinema, sports and folklore. Many of them have already become traditional for Crimea - these are the festivals "War and Peace", "Kazantip", "Genoa helmet", "Theatre. Chekhov. Yalta", "The Great Russian Word", International TV and Film Forum "Together" and others);
pedestrian (in the mountain-forest zone of Crimea there are 84 tourist sites, 39 places of mass recreation for the population, 284 tourist trails); eleven
cycling (an extensive network of hiking trails and rural roads create conditions for cycling. The most diverse region for mountain cycling tourism is South-Western Crimea);
autotourism (in Crimea there are more than 40 campsites, about 100 parking lots and parking lots with a total number of places of more than 3.5 thousand, more than 250 gas stations, as well as more than 110 service stations and more than 210 roadside cafes);
underwater (local diving, dive cruises, training schools, children's camps with scuba diving training);
equestrian (there are more than 20 equestrian clubs on the territory of Crimea, which have developed one- and multi-day horseback riding routes for tourists);
ethnographic (representatives of 115 nationalities live on the peninsula, there are 92 ethnographic sites, on the basis of which cultural and ethnographic routes have been developed);
rural (there are more than 80 rural tourism sites in Crimea);
sports (international competitions in hang gliding, hot-air ballooning and others);
cruise (four seaports located in the cities of Yalta, Sevastopol, Kerch, Evpatoria can receive cruise ships in Crimea. In 2013, a record number of cruise ships entered Crimea
144, which is 45% more than the number of navigation vessel calls in 2012. The number of tourists amounted to 63,009 people (in 2012 - 62,984 people).
The traditional leader among the port cities of Crimea is Yalta; in 2013, 108 ocean liners and 16 river-sea class cruise ships were serviced.
There are 6 water parks operating on the territory of the Republic of Crimea:
Water park “Banana Republic “Aquaparkos” (Saki district)
Water park "Almond Grove" (Alushta)
Water park "Zurbagan" (Sevastopol)
Water park "Blue Bay" (Simeiz village, Bolshaya Yalta) 12
Water park "Water World" (Sudak)
Water park "Koktebel" (Koktebel village, Feodosia)
More than 100 festivals and events are held in Crimea every year. In addition to the already well-known ones - “Genoese Helmet”, “War and Peace”, “Jazz-Koktebel”, more than 30 (festivals of the arts of peoples, crafts, culinary skills) are held during the “velvet season”, which gathers large target audiences and is attractive factor
2. Features of tourism management
The relevance of the theoretical and sociological understanding of management in the tourism industry at the present stage is determined both by the practice of functioning of the tourism industry, which experiences a growing need to systematize knowledge on organizing the activities of tourism management subjects, and by the need to determine ways to improve tourism management, search for an optimal vector for the development of the industry, taking into account the balance of interests all participants in the process: consumers, service providers, state authorities and local governments.
Management in tourism has a number of features due to the specific properties of the services provided by tourism organizations. As an integrated activity, tourism includes the activity of subjects at different levels and can be aimed at achieving different results. Issues of organizing effective interaction between participants should be the focus of attention of all tourism management entities interested in coordinating their actions and implementing joint industry development programs.
Firstly, the peculiarity of management in the tourism industry lies in the great depth of penetration and complexity of the relationships between the constituent elements of the tourism industry: the management of many tourism organizations should develop a unified management system, which includes both regulatory activities on the part of government bodies and self-government at the level companies and their associations.
Secondly, the specificity of management in the tourism industry is reflected in the fact that it is anthropocentric in its essence - a person, with his needs, value system, mentality, appears as the core of this entire system. This is exactly what management subjects in the industry should take as a starting point.
Thirdly, an equally important feature of tourism management is its seasonality. The supply of tourism services is characterized by inflexible production; they can only be consumed directly on site. A hotel, airport, or recreation center cannot be moved at the end of the season to another region; they cannot adapt in space and time to changes in demand. This circumstance must be taken into account by the managers of tourism enterprises, since fluctuations in demand can significantly worsen the operating conditions of the entire tourism complex.
Fourthly, management in the tourism industry is distinguished by its two-level nature, the combination into a single system of two qualitatively different states of social reality - artificially planned and consciously organized activities of people to solve certain problems, and the emerging system of relations between participants in joint activities as relations of self-government and self-organization. This relationship between intentional and spontaneous components constitutes the main social quality of the sociocultural “body” of management. (Tikhonov, 2001)
Fifthly, special attention requires taking into account such a feature as the non-primary nature of the tourist service. The tourism product is not an essential commodity; the demand for tourism services is extremely elastic in relation to income levels and prices, and therefore changes in the purchasing power of the population affect tourism services, and timely receipt of information will allow adjusting the volumes and goals of management.
Sixthly, this is the specificity of tourism marketing. Marketing is of greater importance for management in the tourism industry. The seller of a tourist service, not being able to present a sample of it, as is practiced when selling goods, must find an opportunity to demonstrate the advantages of his product - service, which can only be done with a well-established marketing system. The consumer, as a rule, cannot see the tourism product before consuming it, and the consumption itself is carried out directly at the place of production of the tourism service.
In addition, due to the variability of service quality and subjectivity in evaluation, there is a need for its constant monitoring, that is, this management function acquires special significance. The same tourist trip can be assessed differently by two different people. The tourist service itself is unique; it is not possible to repeat it in all aspects. In this regard, management in the tourism industry should be focused on creating a system for collecting, processing and disseminating information.
Seventh, the effectiveness of the tourism industry does not appear immediately, as E. Sheremetyeva rightly notes, but with a time delay due to a long period of return on invested funds, and if the development goal is social in nature, then the effect will not be expressed in monetary form. (Sheremetyeva E, 2008)
The next, eighth, feature is that due to the fact that the tourist environment, despite its social orientation, is predominantly commercial in nature, most tourism business entities define the main goal of their activities as, of course, making a profit. Therefore, in our opinion, it is especially important for management subjects to understand the consequences, including economic ones, that may arise as a result of ineffective interaction between all representatives of the tourism market (for example, in the case of late submission of documents for a visa, the entire package of tourism services may be canceled ; in case of a change in the flight schedule, the changes are made by the receiving party). It is personal interest in the effective organization of interaction between management subjects in tourism during the development of management decisions that can motivate tourism enterprises to look for mutually beneficial options for cooperation, recognizing the priority of common interests over individual ones. A well-built, streamlined and reliable network of communications between all partners allows each individual participant in the tourism market to protect themselves, their consumers and partners from the instability of the external environment and crisis consequences.
Ninth, a feature of management in the tourism industry is dependence on the macroenvironment (natural, political and economic situation, force majeure), which, firstly, is reflected in the elasticity of demand; secondly, it emphasizes the need for trust in the provision of tourism services, since the relationship between all suppliers of individual services that make up the integral tourism product and consumers of services are built precisely on trust, since the quality of the tourism product itself can only be assessed in the process of consumption.
Considering the tourism industry, it should be noted that it is one of the riskiest activities in the provision of services, as a result of which the number of risk cases specific to tourism increases. Risk is present at all stages of the provision of tourism services and covers all subjects of the tourism industry. In the tourism industry, the risk of undesirable events and their negative consequences is especially high because the very nature of the provision of services is often associated with the stay of tourists in various exotic, extreme and unusual places, where it is difficult to foresee the presence of factors unfavorable to the health of tourists. In addition, when interacting with a large number of business partners (foreign tour operators, consular services, hotels, transport and excursion companies), the coordination of their actions becomes difficult, which also explains the importance and relevance of the category “trust” for the tourism sector.
Modern tourism is subject to globalization processes, which means the increasing interdependence of states and individual regions that form the world community, their gradual integration into a common system with common rules and norms of economic, political and cultural behavior for all, and therefore the question of increasing the level of trust between the subjects of management and strengthening partnerships seems particularly relevant.
Globalization in tourism is characterized by a single information space for market entities, the presence of service consumers in different parts of the world, international representative offices of tourism business entities and product distribution channels, production location taking into account the maximum possible implementation of competitive advantages, savings obtained from the international scale of activity, high costs of product development and rapidly changing technologies, government regulation of the industry (introduction of uniform standards for the provision of services, stimulation and support of certain types of tourism, protection of consumer rights).
The market is saturated with offers of various types and price levels. Local and international carriers compete in national markets. It should also be noted that the tourism industry is open to external influences that are beyond the control of tourism entities. As a result, cooperation is actively developing between them in the form of coordination and integration of partners’ interests to implement joint projects and strengthen positions in the market. In the future, competitive advantages will be provided only to those tourism industry organizations that will be able to compete on equal terms for consumers with foreign companies, both in the domestic and foreign markets.
Globalization gives rise to interdependence of participants in the tourism market - today, changes in demand in the market of one country can stimulate or, on the contrary, restrain the market of another. This relationship explains the need to develop a system of measures aimed at giving stability to the tourism industry. The categories “trust” and “risk” are beginning to play a special role for tourism subjects, without which the industry cannot exist today.
Thus, the listed features of management in the tourism industry indicate that it is necessary to create a favorable climate for its functioning and development, and this is only possible with close cooperation of all interested parties - tourism organizations, consumers and the state, and the implementation of state policy in relation to the tourism sector in based on its recognition not only as a promising economic sector, but also as a significant component of the social sphere, implementing a number of important social functions in its activities. These factors actualize the issue of the effectiveness of the management system in the tourism industry. However, at present, as analysis of management shows, this activity lacks consistency, management is characterized by fragmentation.
Intense competition for consumers, globalization and integration of the tourism business pose the task of organizations in the world tourism industry to improve methods for making and implementing decisions, increasing the efficiency of their activities, which can be divided into two categories: technical techniques aimed at increasing consumer demand, and organizational managerial, related to reducing investment risks by optimizing management and introducing new organizational forms of management (strategic alliances).
As T.V. Duran rightly notes, the jointness of productive activities makes it possible to compensate for the weaknesses of each individual subject, therefore, dependence on others for the implementation of joint activities can be called a compensatory connection. Subject - subject connection reflects the dependence of individuals on each other for different reasons: they either carry out common activities, although they perform different functions, or exchange the results of activities (Duran, 2011)
Based on the above, we can propose 3 theoretical models of interactions within the provision of tourism services:
A one-way model, characterized by the influence of one of the subjects of the tourism industry (consumer of services, government authority, subject of tourism activities) on others, in order to satisfy their interests;
A bilaterally directed asymmetric model, characterized by the interaction of two actors to achieve common goals, taking into account each other’s interests in the absence of coordination of interests on the part of the third;
A bilaterally directed symmetrical model, characterized by the interaction of these subjects of the tourism industry in the process of achieving common goals, taking into account each other’s interests.
The identified features of management in the tourism industry lead us to the conclusion that in tourism a two-way symmetrical model makes sense, conditioned by an understanding of the significance and necessary dominance of compensatory ties due to the interdependence of subjects. In practice, multidirectional actions and spontaneity of management prevail, resulting in bankruptcies of enterprises, their inability to withstand crises and force majeure situations, which entails insecurity for consumers of services and violations of legislation regarding the protection of their rights.
Of the theoretical models, three management models are found in practice to a greater or lesser extent.
The first model assumes the absence of central state administration; all issues are resolved locally based on the principles of market “self-organization”, i.e. decisions regarding the development of the industry are made on the basis of intuition; a unified concept for the development of national tourism is not implemented, as a result of which the tourism sector develops spontaneously and unsystematically. The self-regulation model was chosen by the United States in 1997, but currently the United States has revised the principles of state regulation of the tourism sector, recognizing that tourism is a significant component of the national economy, and it can only develop successfully with significant support from the state.
The second model provides for the presence of a strong and authoritative ministry that controls the activities of the industry based on the principles of partnership between the state and the tourism market. This model (“partnership”) assumes recognition of the tourism sector as a significant sector of the national economy and provides significant government support for high growth rates of national tourism production.
The Central State Tourism Administration actively interacts with local authorities and private businesses. Another essential component of this model is the clear division of state tourism administration bodies into two branches. One branch deals with global issues of public administration: the regulatory framework for the industry, processing of statistical information, coordination of regional activities, international cooperation at the interstate level. The second branch is marketing. Its competence includes everything that is necessary to create the image of the country abroad: participation in exhibitions, management of tourist offices abroad. To implement the partnership model, certain conditions are required: large financial investments in the tourism industry, investment in tourism infrastructure. The main goal of such interaction is to reduce the role of the central executive in economic processes and reduce government spending by attracting financial resources (investments) from private business. In addition to tourism administrations and national tourism organizations, which, as a rule, include representative offices abroad, numerous industry associations have a significant influence on the processes of regulating the tourism business. The partnership model has been costly but effective for many years, and is being implemented in countries such as Spain, Italy, France (Saak, 2007)
The third model for organizing the management of a tourism complex - the “administrative model” - represents the inclusion of management tasks at the level of central executive authorities within the competence of a multi-sectoral ministry. This model assumes the recognition of the tourism sector as a priority sector of the national economy. When implementing this model, it is very important to choose effective schemes for interaction between federal and local authorities. A vertical chain of responsibility is formed for the implementation of activities within the framework of federal tourism development programs. In this case, administrative levers of macroeconomic regulation prevail, namely laws, federal tourism development programs, licensing, certification and other mechanisms of legal regulation of the tourism business. An important role is also played by economic instruments: preferential taxation, government loans, etc. The administrative model is common in a number of countries with high tourist traffic - Turkey, Egypt, Tunisia, China (Evdokimov, 2004)
The practice of world tourism confirms that no country is able to ensure the successful development of tourism without active and constant cooperation between the developers of legal acts and tourism business practitioners. The preparation of regulations for the development and regulation of tourism activities, carried out without preliminary scientific analysis, is also not optimal.
In modern conditions, given the decline in tourist arrivals to Russia over recent years and the insufficient development of the national tourism market, meaningful government intervention in the tourism business is, in our opinion, a necessary lever for increasing the efficiency of the industry. In terms of the scale of international tourism, the federal structure and the method of organizing the tourism industry, the third management model is most acceptable for Russia. At the same time, it should be taken into account that the interaction between government bodies, the private sector and associations - representatives of the tourism business has not reached European proportions either in matters of public administration or in the field of marketing.
The tourism industry was one of the first to feel the consequences of the global financial crisis of 2008-2009. At the same time, the crisis exposed the predominance of a situational management model, inconsistency in the actions of management participants and weakness of planning, as well as the need for coordinated regulation of the industry by all management entities, since most of the tourism market suffered significant losses as a result of the current situation. In such conditions, the stability of the industry could be ensured only if a model of social partnership was built between all management entities in the field of tourism services - government bodies, representatives of tourism organizations, their associations and consumers of services.
In the Russian tourism industry, most companies do not yet have a systematic technological approach to brand management - spontaneous processes aimed at consolidating the company in the market are increasingly characteristic, and therefore the current situation in the tourism industry requires the development of techniques and methods of management influences that are adequate new realities.
3. State tourism management in the Republic of Crimea
Connecting the factors of tourism demand and supply should be carried out by regulating the sphere of tourism and travel in the interests of the development of the country as a whole or the region.
Regulation of tourism activities in most foreign countries occurs with the participation of the public and private sectors. The results of studies conducted by the World Tourism Organization (WTO) showed the growing participation of private structures in the development of international tourism with their active support from the state.
Russia, despite its colossal tourism potential, occupies a very modest place in the global tourism market. It accounts for less than 1.5% of the world's tourist flow. Among the tourist enterprises of the Russian Federation there are 350 foreign companies or companies with 100% foreign capital, which are mainly engaged in outbound tourism.
Objective and subjective economic and political circumstances in the last year have caused a reduction in the incoming flow of tourists to the Republic of Crimea. To this should be added the instability of the development of domestic tourism in the Russian Federation. In particular, there is a demand for sanatorium-resort and tourist-excursion services in the Russian Federation, but the supply of these services has sharply decreased in recent years. The modern network of tourist establishments (1.4 million places), together with sanatorium-resort establishments, boarding houses, houses and recreation centers, is in great need of reconstruction. The price level that has developed in the domestic tourism market is so high that it practically does not differ from foreign supply. This largely determines the choice of consumers not in favor of domestic supply.
Targeted social tourism, carried out in the interests of people with low incomes, is practically disappearing. It involves government assistance and is thriving in many foreign countries. In particular, the clients of social tourism include, for example, schoolchildren, youth, pensioners, and the disabled. According to domestic experts, in the Russian Federation there are over 80% of the country's population as potential consumers of social tourism.
Social tourism- travel, other tourist trips for the purpose of recreation, health improvement, familiarization with the natural, cultural and historical heritage, sold to citizens of the Russian Federation at the price of a social tour or carried out independently and subsidized from funds allocated by the state for social needs.
Social tour- the minimum required set of tourist services, not exceeding the basic standard of accessibility for citizens of the Russian Federation.
Basic Social Tour Accessibility Standard- a set of calculated indicators of the minimum required set of tourist services; is established by the Government of the Russian Federation in accordance with the norms of this Federal Law.
Social tourism participant- a tourist who is a consumer of a social tour; organization of social tourism, public association, social movement as a set of public associations of participants in social tourism, educational institution for training specialists for the field of social tourism, research institution on the problems of social tourism.
Organization of social tourszma - a legal entity or individual entrepreneur that forms, promotes and implements social tours on the basis of a license, provided that their sales in the aggregate constitute at least 70% of all tourist services and the rate of return when setting the price of a social tour does not exceed 10%.
The emergence of the noted negative circumstances is mainly due to the fact that at the present stage the market levers that ensure the further development of tourism are weak. Strengthening the action of market levers is associated with the need to provide conditions for the priority development of domestic and external tourism in order to revive traditional tourism centers and develop new tourist areas. The weak effect of market levers and the clearly insufficient social orientation in the tourism sector require active government intervention.
It is assumed that it is necessary to carry out government regulation globally in two main generalized directions.
First directionis associated with the adjustment of market self-regulation by drawing up plans (forecasts) and government programs, taking into account the fairly high degree of spontaneity of the current relationships in the supply-demand systems for many important types of products and services provided.
Second directionensures the implementation of social programs and social orientation of the market economy. Market self-regulation without proper government intervention leads to: increased monopolization, accelerated stratification of the country's population into rich and poor, and a reduction in those industries that are not sources of immediate profit (science, culture, art, healthcare, education, etc.).
Thus, government regulation in the field of tourism can be carried out by influencing the expansion of the tourism market and implementing appropriate social policies.
State policy in the field of tourism activities in the Republic of Crimea is carried out by the Ministry of Resorts and Tourism of the Republic of Crimea.
The Ministry of Resorts and Tourism of the Republic of Crimea (hereinafter referred to as the Ministry) is an executive body of state power of the Republic of Crimea, accountable, controlled and responsible to the Head of the Republic of Crimea and the Council of Ministers of the Republic of Crimea.
The Ministry carries out state policy and carries out functions on legal regulation, control in the sanatorium-resort and tourism industry, sectoral management in this industry, provides public services, manages state property, and also coordinates, in established cases, the activities of other executive bodies of state power of the Republic of Crimea in the health resort and tourism industry
The Ministry organizes, within its powers, the implementation of legislative acts and exercises systematic control over their implementation, summarizes the practice of applying legislation on issues within its competence, develops proposals for improving legislation and, in the prescribed manner, submits them for consideration by the Council of Ministers of the Republic of Crimea.
Impact on the expansion of the tourism market requires the development of a market strategy for promoting the tourism product. Strategy is the choice of a long-term optimal model of behavior in the tourism market, based on its characteristics. In any strategic approach, appropriate input from the public and private sectors is required.
The impact from the Ministry is decisive in the formation of the organizational and economic mechanism for managing the Crimean tourism sector.
Specific tasks that can be attributed to government regulation are as follows:
making decisions on the development of organizational, economic and social policies in the field of tourism development, as well as preparing and adopting a plan for such development;
creating conditions for solving problems of social, targeted tourism;
development of development programs for the public and private sectors, taking into account the above areas;
ensuring effective investment by the public and private sectors;
ensuring constant monitoring of the progress and direction of tourism development, taking into account its prospects both in the economy and in the social life of society.
The private sector, as a rule, is assigned to the creation of tourist facilities and services (hotels, travel agencies, restaurants, commercial tourist facilities, etc.).
The Federal Law “On the Fundamentals of Tourism Activities in the Russian Federation” defined the principles of state policy aimed at establishing the legal foundations of a single tourism market in the Russian Federation.
The state, recognizing tourism as one of the priority sectors of the Russian economy, is guided by the following principles:
) promotes tourism activities and creates favorable conditions for its development;
) determines and supports priority areas of tourism activity;
) forms an idea of the Russian Federation as a country favorable for tourism;
) provides support and protection of Russian tourists, tour operators, travel agents and their associations.
At the same time, the main goals of state regulation of tourism activities are:
) ensuring the right of citizens to rest, freedom of movement and other rights when traveling;
) environmental protection;
) creating conditions for activities aimed at the upbringing, education and health improvement of tourists;
) development of the tourism industry, meeting the needs of citizens when traveling;
) creation of new jobs;
) increasing the income of the state and citizens;
) development of international contacts;
) preservation of tourist attractions, rational use of natural and cultural heritage
The priority areas of state regulation of tourism activities are the support and development of domestic, inbound, social and amateur tourism.
Specific areas of state regulation of tourism activities have been identified.
This is done by:
creation of regulatory legal acts aimed at improving relations in the tourism industry;
assistance in promoting tourism products in the domestic and global tourism markets;
protecting the rights and interests of tourists, ensuring their safety;
standardization in the tourism industry, certification of tourism products;
establishing rules for entry into the Russian Federation, exit from it and stay on its territory, taking into account the interests of tourism development;
direct budget allocations for the development and implementation of federal target programs for tourism development;
tax and customs regulation; providing preferential loans, establishing tax and customs benefits for tour operators and travel agents engaged in tourism activities in the Russian Federation and attracting foreign citizens to engage in tourism;
assistance in staffing tourism activities;
development of scientific research in the tourism industry;
facilitating the participation of tourists, tour operators, travel agents and their associations in international tourism programs; provision of cartographic products.
Since the tourist receives a set of services provided to him in a certain place where the tourism event takes place, the activities of municipalities to support the provision of these services can be quite important, both at the local level and at the regional (interregional) level.
Tourism services are provided, as is known, in places representing the geographical territory that tourists or a market tour segment choose for the purpose of travel. Such an area contains all the facilities necessary for the stay, accommodation, food and leisure activities of tourists. There is thus a single market for tourism supply, a competitive market unit.
The distribution of municipal tasks for the provision of tourism services may be as follows.
At the local level (at the locality level):
area planning for tourism events, infrastructure measures;
marketing (market offer of the area);
coordination of the work of travel agencies;
information for tourists, their support;
organization of leisure time for tourists;
organization of tourist congress meetings.
At the regional and interregional level:
development of the region, tourism regional planning, measures to preserve nature and culture;
market analysis, development of marketing concepts;
measures to implement cooperation and provide interests in joint services and departments;
professional consultations, organization of internal marketing;
working with the press, with domestic and foreign travel agencies, transport companies, organizing services for hotel and catering companies, tour operators and intermediaries.
The Ministry has developed a Program for the development and reform of the recreational complex of Crimea 2014-2016. In accordance with this program, it is possible to identify the main directions of development of tourism activities in the Republic of Crimea
List of used literature
1.Federal Law of November 24, 1996 No. 132-FZ “On the fundamentals of tourism activities in the Russian Federation”
2.Avanesova G.A. Service activities: history and modern practice, entrepreneurship, management: Proc. allowance. - M.: Aspect Press, 2004. - 318 p.
.Balabanov I.T., Balabanov A.I. Economics of tourism: Textbook. allowance. - M.: Finance and Statistics, 2001. - 175 p.
.Bogolyubov V.S., Orlovskaya V.P. Economics of tourism. - 2nd ed. - M.: Academy, 2008. - 192 p.
.Butko I.I., Sitnikov E.A., Ushakov D.S. Tourism business: basics of organization. - ed. 2nd. - Rostov n/d.: Phoenix, 2008. - 384 p.
.Gorbyleva Z.M. Economics of tourism. Textbook allowance. - Mn.: Publishing house BSEU, 2004. - 480 p.
.Gulyaev V.G. Tourism: economics and social development. - M.: Finance and Statistics, 2003. - 304 p.
.Duran T.V. Theory of social management: textbook. allowance. Ekaterinburg: Ural Publishing House. Univ., 2011. -191 p.
.Durovich A.P. Organization of tourism: textbook. allowance/ A.P. Durovich, N.I. Kabushkin, T.M. Sergeeva and others - Mn.: New knowledge. - 2003. - 632 p.
.Evdokimov K.A. Social Institute of Tourism in the Conditions of Transformation of Modern Russian Society: Dis. Candidate of Sociological Sciences: 22.00.04 [electronic resource].
.Egorenkov L.I. Ecology of tourism and service: Textbook. - M.: Finance and Statistics, 2003. - 208 p.
.Kvartalnov V.A. Tourism management. Tourism as a type of activity. - M.: Finance and Statistics, 2002. - 288 p.
.Tourism management: Tourism economics: Textbook / V.A. Kozyrev, I.V. Zorin, A.I. Surin et al. - M.: Finance and Statistics, 2001. - 320 p.
.Papiryan G.A. International economic relations. Economics of tourism. - M.: Finance and Statistics, 2001. - 208 p.
.Tikhonov A.V. From the sociology of management to the sociology of tourism // Sociological Research. 2001 No. 2.
.Saak A.E., Pshenichnykh Yu.A. Management in socio-cultural services and tourism: textbook. allowance. St. Petersburg: Peter, 2007.
.Savoyarov N. Help in overcoming the crisis // Tourism: Practice. Problems. Prospects. - 2009. - No. 9. pp. 28 - 29.
.Ushakov D.S. Technology of outbound tourism: textbook. allowance. - Rostov n/d: MarT, 2005. - 384 p.
.Cherevichko T.V. Economics of tourism. - M.: Dashkov and Co., 2010. - 364 p.
.Sheremetyeva E. Uglich can become a “Russian Davos” // Municipal power. 2008. No. 4.
.Economics and organization of tourism: international tourism: Proc. allowance / E.L. Dracheva, SE. Zabaev, D.K. Ismayev et al.; edited by I.A. Ryabova, Yu.V. Zabaeva, E.L. Drachevoy. - 3rd ed., rev. and additional - M.: KNORUS, 2009. - 586 p.
Kosheleva Anna Igorevna
Ph.D., Art. teacher
[email protected]
Mirzoev Isa Faig-Ogly
student
Russia, Russian Economic University. G.V. Plekhanov
[email protected]
annotation The main purpose of the article is to search, based on ongoing research into the tourism and recreational complex of the Republic of Crimea, for mechanisms to intensify the development of tourism in the region during the transition period, which, due to its characteristics, creates the prerequisites for this industry to reach a qualitatively new level. The authors conduct a comparative analysis of the tourism services market in Crimea before and after joining the Russian Federation, explore the problems of state regulation of tourism activities of the Republic of Crimea during the transition period, and consider international experience in the development of the tourism industry in regions with similar tourism and recreational resources. As the main mechanisms for intensifying the tourism industry of the Republic of Crimea, a methodology for the formation of tourist and recreational clusters, as well as a draft unified concept for the development of eco-tourism in the region based on the creation and implementation of green routes, are proposed. tourist and recreational complex, Republic of Crimea, transition period, state regulation, tourist cluster, ecological tourism. Kosheleva Anna Igorevna, Mirzoev Isa Faig-Ogly Mechanisms for intensifying tourism development in the Republic of Crimea during the transition period// Regional economics and management: electronic scientific journal. ISSN 1999-2645
Kosheleva Anna Igorevna
Candidate of Sciences (Economics), Senior Lecturer
[email protected]
Mirzoev Isa Faig-Ogli
Student
Russia, Russian University of Economics named after G.V. Plekhanov
[email protected]
Abstract The main purpose of the article is the search of the mechanisms of tourism development intensification in the Republic of Crimea during the transitional period, which, by its nature, creates prerequisites for entering the industry on a qualitatively new level. The authors conducted a comparative analysis of the tourist market of Crimea before and after the entry into the Russian Federation, researching the problems of state regulation of tourism sector of Crimea in the transition period, consider the international experience of tourism development in regions with similar tourists -recreational resources. As the basic mechanisms of tourism development intensification in the Republic of Crimea the authors introduce the technique of formation of tourist-recreational clusters and the project of a unified concept of ecological tourism development in the region based on the creation of green routes. tourist-recreational complex, Republic of Crimea, the transitional period, state regulation, tourism cluster, eco-tourism. Kosheleva Anna Igorevna, Mirzoev Isa Faig-Ogli Mechanisms of tourism development intensification in the Republic of Crimea in the transition period. Regional economy and management: electronic scientific journal. . Art. #4502. Date issued: 2016-02-06. Available at: https://site/article/4502/
Introduction. After the political crisis in Ukraine at the beginning of 2014, the population of Crimea made a fateful decision - to reunite with the Russian Federation. Today this is a full-fledged region of our country, but not without serious problems. The transition period, which represents the gradual integration of new entities (the Republic of Crimea and the city of Sevastopol) into the legal, economic and political spheres of Russia, is an extremely important moment for the further development of the peninsula. At the same time, among the primary tasks is solving the issue of strategic development of one of the most promising budget items of the Republic of Crimea, and now of Russia as a whole - tourism.
Analysis of the latest research and publications. Over the past year, many publications have appeared in the scientific literature, which present the results of both comprehensive studies of the tourist and recreational complex of the Republic of Crimea, and individual aspects of the development of the tourism sector in this region. Among others, we can highlight the monograph “The Concept of Development of the Tourist and Recreational Potential of Crimea” edited by prof. Laiko M.Yu. , which presents an in-depth analysis of the infrastructural components of the hospitality and tourism industry of the Republic of Crimea and proposes scientific and methodological foundations for the modernization of currently ineffective facilities. The monograph examines the possibilities of increasing the efficiency of hotel enterprises through the introduction of techniques for revenue management, segmentation, forecasting, and working with distribution channels; mechanisms are proposed for improving the transport and logistics component of the tourism and recreational sector of the Republic of Crimea based on the creation of a regional management company based on public-private partnership; the concept of sustainable development of the tourism and recreational potential of Crimea is presented.
It should be noted that scientific developments significantly contribute to increasing the efficiency of development of the tourist and recreational complex of the Republic of Crimea. However, in view of the dynamically changing economic environment, as well as based on a study of the results of the functioning of the tourism sector of the peninsula as part of the Russian Federation, further development and research of the main problematic issues of such a strategically important economic sector for the Crimean Peninsula as tourism is necessary.
Formulation of the problem. Despite all the wealth of the region in tourist and recreational resources, a large number of problems do not allow this area of the economy to develop effectively. In this regard, the search for mechanisms for intensifying tourism development in the region, based on ongoing research into the tourist and recreational complex, becomes relevant. Transition periods in the economy are considered as structures that give rise to new, previously unknown forms of social relations and activities. Significant changes in the economy of transition periods are explained by the extreme aggravation of existing socio-economic problems and increased attention from government authorities. In this regard, any transition period in the economy can become an opportunity to reach a qualitatively new level of its development, to reveal promising directions for intensifying the development of certain sectors of the economy.
Presentation of the main research material.
Comparative analysis of the tourism services market of the Republic of Crimea before and after joining the Russian Federation.
From the very collapse of the USSR until the reunification of Crimea and Russia, there was a colossal shadowing of the tourist economy: the private sector, which was not controlled by states, came to the fore, remaining free from accounting not only by tax structures, but also in terms of coordinating the quality of tourist services provided. As a result, the sanatorium-resort aspect of recreation on the peninsula was supplanted by beach tourism of an unorganized nature. The Ukrainian state was quite satisfied with this state of affairs, therefore, on their part, no steps were taken to develop and emerge from the shadow of the tourism industry in the region. A similar situation with declining tourism without investment or any government support continued until the spring of 2014 and the reunification of Crimea with the Russian Federation. “This year the situation is such that 80% of tourists stay in collective accommodation facilities, and 20% in private ones. This has not happened for a long time in the history of the Crimean peninsula and is due to the fact that sanatorium and resort institutions have concluded agreements on sending vacationers with state and corporate institutions of the Russian Federation,” said the Minister of Resorts and Tourism of the Crimea, Elena Yurchenko, at the end of 2014. This step on the part of our state is one of the stages in implementing a targeted policy for the development of the Crimean region, the main provisions of which are set out in the Strategy for the Development of Crimea until 2020.
Before Crimea joined the Russian Federation, the lion's share of vacationers in Crimea came from Ukraine. This was a purposeful policy of the authorities, who did not burden themselves with unnecessary expenses and attraction of investments into the dilapidated and outdated infrastructure of the peninsula. Accordingly, there were almost no foreign tourists from outside the CIS countries in the region. The extremely low level of service and the lack of conditions to which they were accustomed repelled even hypothetical applicants. As a result, Crimea has turned into a resort of exclusively local importance, where mostly Ukrainians are used to vacationing. And this state of affairs continued until the 2014 season and the reunification of Crimea with the Russian Federation. Despite the sharp drop in the tourist flow of Ukrainian tourists (from 65% in 2013 to 5% in 2014 and their remaining insignificant number in 2015), in general, there was no serious drop in demand for Crimea from vacationers, since tourists from Russia quickly filled vacancies in hotels (in 2013 there were 26% of the total number of vacationers, and in 2014 it became 93%, in 2015 it increased slightly to 95%).
With the change in the composition of vacationers, priorities have also changed: if for Ukrainian tourists the main and only criterion of a service is its price, then for wealthier tourists from Russia the price is also important, but it is not the primary guideline. This group of vacationers is accustomed to the level of service of leading world-class resorts. They are willing to pay a higher price for a tour, but they also want a more sophisticated and professional product. This relationship also works in the opposite direction: most tourists from Russia will not be satisfied with even very cheap services of poor quality. And the faster Crimean tourism enterprises catch this new market trend, the more successful a niche they will be able to occupy in their field.
Today, the material and technical base of the hospitality infrastructure of the Republic of Crimea, the range and quality of services lag behind the world level, which reduces the competitiveness of this region in the international market. When using accommodation statistics, it is important to note that data varies depending on the source. Based on information provided by the Ministry of Resorts and Tourism of Crimea, there are 825 sanatorium-resort and hotel establishments in the region. Among them, 467 institutions provide special sanatorium and resort services or health-improving services. The remaining 358 institutions provide accommodation services. There are also 92 health camps for children in Crimea. The State Statistics Committee of Ukraine has other information (1225 accommodation facilities is the total number, which includes 748 hotels and inns). Other figures can be found in other sources, which indicates poor knowledge of the entire composition and structure of accommodation facilities in the region.
At the moment, it is difficult to estimate the number of rooms in existing hotels, since hotel management at the peak of the season resorts to tricks, adding an extra bed and furniture to the rooms in order to turn double rooms into three- or even four-bed rooms. The same practice is common in children's health institutions.
Based on statistical data from various sources, the number of accommodation facilities with any category is 271, while the number of accommodation facilities without a category is 684, that is, 2.5 times less. They are distributed by category in the following order: 5 stars - 1.1%, 11.1% - 4 stars, 32.8% - 3 stars, 38% - 2 stars and 17% - 1 star.
Based on the research, we can conclude that the hotel base of Crimea has a serious advantage in the direction of low-category accommodation facilities. This was beneficial for budget Ukrainian tourists, for whom the issue of price always prevails over other indicators. Comparing with Russia, on the same length of the Sochi coast, five-star hotels there are about 2% of the entire hotel base, and there is also an acute shortage of them. Moreover, if in Sochi hotels of the 3-star class predominate, then in Crimea there are mainly hotels of the 1-2 star class and without stars.
In addition, on the territory of the peninsula there is an acute problem of seasonality, which, it should be noted, varies depending on the type and focus of accommodation facilities. For example, for hotel and similar institutions the season is three months, and for medical and health accommodation facilities - five months, and only less than 40% have a year-round nature of activity. The average seasonality coefficient in Crimea is 0.45. This indicator indicates the amount of change in sales compared to the annual average. In this case, the coefficient is less than one, which indicates a large number of months in the year with low sales figures. This value is typical for resorts with a pronounced seasonal focus.
A large imbalance is demonstrated by the distribution of health-improving facilities, which are overwhelmingly concentrated in the Yalta and Evpatoria regions. An unfavorable trend of the last twenty years is the decreasing role of medical procedures in the structure of services provided and, accordingly, the growth of entertainment and recreational activities.
According to official data, there are 38 campsites on the territory of Crimea, but most of them are tent camps, albeit on the seashore. They have a minimum set of amenities, which budget European tourists, for example, are completely unprepared for. Speaking about the needs and desires of tourists, the prevailing trend of renting a house or room (bed) in the private sector stands out.
The problems of developing transport infrastructure today are the most numerous, materially costly, but also the most important, since without carefully thought out logistics it is impossible to provide high-quality tourism services. However, positive results in this direction indicate the deep interest of the state in resolving this issue.
Currently, there are only two ways to get to Crimea without any complications: using a ferry across the Kerch Strait or by air. However, both of these transport arteries were only additional for many decades. They are not designed for a large flow of passengers, which created a transport collapse in 2014. During the first half of 2014, there was an increase in the number of tourists arriving in Crimea via ferry (2.8 times) and by air (more than 2 times). The vast majority of Ukrainian citizens themselves practically do not visit the peninsula for tourism purposes. There are three international airports in Crimea: Simferopol Airport, Kerch Airport and Belbek Airport (a mixed-type airport, military aircraft are currently based there), but in the summer of 2014 only Simferopol Airport was available for air travel.
Crimea has everything necessary for the development of tourism: sea, mountains, forest, amazing climate, monuments of different cultures. However, in comparison with the Soviet period, when Crimea was an all-Union health resort, and the present, when the main visitors to the resort are citizens of Ukraine, it becomes obvious that Crimea has lost its position in the tourism market. Being an unusually attractive tourist region, Crimea is experiencing problems in the development of tourism, characteristic of all countries of the former USSR.
The inability to reveal its full potential due to a lack of funds in the state budget, the low level of services provided, the discrepancy between price and quality, the lack of professionals in the field of tourism and services, limited information and lack of advertising support - all this hinders the development of Crimea as a tourist center.
For example, today, only 10% of the material base meets modern requirements, and only a third of the tourist potential of Crimea is used. At the same time, the prices are much higher and do not correspond to the quality of the services offered.
The lack of sufficient investment does not allow the development of the industry and the creation of a competitive product. The funds allocated to the Ministry of Resorts and Tourism of the Autonomous Republic of Crimea in 2003 and 2004 amounted to only 1.3 million UAH. Raskin Where does vacation begin // Resorts tourism 2004. No. 2. From 18.
At the same time, it is quite obvious that tourism, as a branch of the national economy of the Autonomous Republic of Crimea and Ukraine, is a very profitable and constant source of income. In addition, tourism accelerates the development of a number of sectors of the economy: construction, production of goods of high tourist demand (development and production of souvenirs, jewelry industry, printing base specialized in publishing literature for tourists). Tourism is one of the main sources of job creation.
Crimea is one of the main resort regions of the country, so the need to develop the region in this area is obvious not only to industry specialists, but also to the leadership of the republic.
After the collapse of the USSR, structures such as Intourist and Sputnik, which were engaged in international tourism, were reorganized. There was a decline in domestic tourism and a deterioration in the material and technical base. The first attempt to bring tourism out of the crisis in independent Ukraine was the creation in 1992 of the State Committee for Tourism. In 2001, according to the Decree of the President of Ukraine, the State Tourism Administration of Ukraine was created. The creation of a separate body for tourism, as well as the expansion of the powers of this central executive body, made it possible to take a comprehensive approach to the problems of strategic development of the country's tourism industry.
The strategic goal of the region’s development is to create a competitive product on the world market, capable of maximally satisfying the tourism needs of the country’s population, and on this basis ensuring the integrated development of the territories and their socio-economic interests while maintaining environmental balance and historical and cultural heritage.
With the support of the President of Ukraine, the Cabinet of Ministers and the Verkhovna Rada of Ukraine, a number of steps were taken aimed at developing the tourism sector.
Realizing the need for a complete modernization of the recreation and treatment infrastructure, the government is trying to find opportunities to attract investment funds.
According to the Minister of Tourism of Ukraine Valery Tsibukh and the Chairman of the Council of the Minister of Crimea Vitalina Dzoz, in Crimea there is now no clear concept for the development of a sanatorium-resort complex, there is no favorable complex, and there is no favorable investment climate. To do this, it is necessary to create suitable legal and financial conditions for investors, established by law. Crimea Island // Tourism Professional Magazine 2003, p. 49.
The first steps in this direction are already being taken. For the first time in Ukraine, the Autonomous Republic adopted regulations on private boarding houses. Thus, this will help to bring additional funds into the budget, and for those involved in reconstruction and construction to receive benefits. A law has been prepared and adopted allowing for the lease of land or an object for 49 years, construction or reconstruction of it for further operation. In addition, recently in Crimea there has been a tendency to build mini-hotels with the opportunity to use resort facilities.
All these actions of the government of the republic led to the fact that, as a result of the survey, the heads of Crimean health resorts and travel agencies positively assessed the work of the Ministry of Resorts and Tourism of the Autonomous Republic of Crimea and the results of the holiday season for 2003. (See Appendix 2, 3)
The most important task of the functioning of the resort and recreational complex of Crimea is to provide conditions for the development of foreign tourism. In recent years, there has been a trend towards attracting foreign tourists. Compared to 2000 the influx of foreigners increased by 16.2% and amounted to 254.0 thousand people, or 28.4% of the total number of guests. More than ½ visited Yalta, 23.9% Evpatoria, 13.9% Alushta. 96.9% are representatives of the CIS countries, which should determine the development strategy of the resort, recreational and tourist complex of the Autonomous Republic of Crimea. Nesterov How to develop Crimea // Resorts tourism 2004. No. 2. From 12
In this regard, special attention is paid to improving the regulatory framework in the field of resort tourism, simplifying border and customs formalities, and the safety of tourists. At the initiative of the State Tourism Administration, by resolution of the Cabinet of Ministers of Ukraine dated March 29, 2004. No. 410, changes have been made to the procedure for issuing permits to enter Ukraine, which provide for the possibility of issuing them to citizens of member countries of the European Union, Canada, the USA, the Swiss Confederation and Japan at the consular points of the Ministry of Foreign Affairs of Ukraine, which are created at the international airports "Simferopol" and " Odessa”, Odessa seaport, for a period of 8 days in the presence of documents that confirm the tourist nature of the trip. Information on the state and prospects for the development of cooperation in the field of tourism between Ukraine and the Russian Federation // Tourism, Law and Economics 2003, No. 1. C 43
Crimea needs investments amounting to hundreds of millions of dollars; the tourism industry is in first place in this matter. And the Ukrainian government considers Russia to be the main investor country. The motives for attracting Russian capital are not only the desire to receive additional funds for the budget, but also possible prospects for promoting their goods, especially agricultural ones, on the Russian market. And Russia will thereby be able to regain its lost influence on the peninsula. At the same time, the government of the autonomy declares its readiness to provide its guarantees to Russian investors.
86.7% of the total volume of foreign direct investment falls on the share of such investor countries as the Russian Federation, Uzbekistan, Virgin Islands, Great Britain, Switzerland, Cyprus, Latvia. Nesterov How to develop Crimea // Resorts tourism 2004. No. 2.С 14 (See Appendix 4)
The main share of foreign capital is concentrated in the healthcare sector of Crimea. (See Appendix 5) As of January 1, 2004, foreign direct investments placed in this area amounted to 98.0 million USD, or 48.7% of all capital investments. At the same time, 79.3% of investments came to the healthcare sector from entrepreneurs of the Russian Federation, 18.9% from the founders of Uzbekistan. In the hotel complex of the Autonomous Republic of Crimea, foreign investors placed 43.4% of million USD, or 19.4% of the total volume of investments in Crimea. A significant portion of the funds came to the industry from entrepreneurs in Switzerland - 30.8%, Latvia - 27.1%, the Virgin Islands, Great Britain - 25.3%, and the Russian Federation - 9.3%.
In the Autonomous Republic of Crimea, events are being carried out aimed at developing relations with foreign partners and attracting them as potential investors.
Foreign investments that are large enough to allow the investor to establish effective control over the management of the enterprise and create a long-term interest in the successful operation and development of this enterprise, and therefore the industry as a whole.
The policy of attracting foreign investment will increase the budget of the tourism industry. Which in turn will provide opportunities to improve the material and technical base, create and develop new products, promote Crimea on the market by increasing advertising.
In the total tourist flow to Ukraine, the tourist flow from Russia made up the absolute majority (52% of the total number of tourists traveling for tourism purposes).
In order to optimize and increase the economic efficiency of activities for the development of the tourism space, create a competitive tourism product and its promotion in the international market, the government of Ukraine and the Autonomous Republic of Crimea is taking the following actions for the further development of Ukrainian-Russian relations in the field of tourism.
One of the methods for solving problems of interaction between countries is the development of socially oriented types of tourism as an important and necessary part of Ukrainian-Russian relations. For many years now, a program of recreation and health improvement for the population, especially for children and adolescents of the northern regions of Russia, has been implemented at the resorts of Crimea.
In order to make the most effective use of the tourist and recreational complex of Crimea, to increase income and meet the needs of Ukrainian and Russian tourists, use the opportunity to join forces at the beginning of the tourist season to popularize the rich recreational tourism potential of Crimea.
Thus, emphasizing the main tasks of the government of the Autonomous Republic of Crimea, it is necessary to note the attraction of investment in the industry, the creation of a competitive product and its promotion on the market.
The entry of Crimea into Russia, it seemed, should immediately solve many problems that existed on the peninsula at that time. The main problem was the further development and formation of the region. It was also clear here that, perhaps, the most promising direction for the development of Crimea is tourism. Another thing is what tourism should be like, who will go to Crimea and why? What services can be realistically provided to vacationers and what services cannot be provided.
The fact is that from the very collapse of the USSR until the reunification of Crimea and Russia, there was a “shadowing” of the tourism economy. The private sector, which cannot be controlled by the state, took first place, remaining free from accounting not only by tax structures, but also in terms of coordinating the services provided.
The sanatorium-resort aspect of Crimean tourism was mercilessly replaced by beach tourism of an unorganized nature. The decline of tourism without investment and any government support continued until the spring of 2014.
Almost immediately after the reunification of Crimea with Russia, the situation began to change in a different direction: today 80% of tourists stay in hotels and sanatoriums, and only 20% in private houses. This has not happened for a long time in the history of the Crimean peninsula, and this is due to the fact that sanatorium and resort institutions have concluded agreements on sending vacationers with state and corporate institutions of the Russian Federation. This step is only the beginning of the implementation of a targeted policy for the development of Crimea, the foundations of which are set out in the Strategy for the Development of Crimea until 2020.
It is known that the socio-economic indicators of Crimea upon joining the Russian Federation did not reach the Russian average. Unfortunately, with all Russia’s desire to change the situation on the peninsula for the better, there are certain limiting factors. The main one is the instability of the socio-political situation in the border areas of Ukraine and Crimea. Therefore, there are certain risks for the development of international cooperation, weakening of international and foreign economic relations. The region is also insufficiently supplied with vital resources, sources of water, energy, food, as well as the lack of good road and rail connections with the Russian mainland. 
It is clear that now these problems are being solved first. The transport accessibility of Crimea is changing due to an increase in the number of flights to Simferopol and government subsidies for paying for tickets from distant regions of the country.
So, for example, people flying on vacation from Yakutsk now spend about 12, or even 15 hours, taking into account the transfer in Moscow. In the summer, direct flights will be organized, which will be dated by the state, as a result, the average ticket price from Yakutsk will be equal to 8.5 thousand rubles, and the flight time will be reduced to 8 hours. The number of Russian major cities from which direct flights to Crimea will fly will increase.
It is worth noting that all problems must be solved comprehensively. Thus, in the transport complex, all funds are now concentrated on the construction and reconstruction of crossings across the Kerch Strait, airports and highways. They provide communication with populated areas and industrial facilities of the peninsula. And this is already producing results. You can already travel around the Crimean Peninsula quickly and relatively inexpensively. The roads have been put in order, and this work continues successfully.
In the engineering complex, funding will be directed to measures to ensure water supply, sewerage, bank protection and heat supply, as well as ensuring the management of solid household waste. The development of the social sphere involves the implementation of measures for the construction and reconstruction of healthcare and education facilities.
One more, very important aspect. Before Crimea joined Russia, the peninsula received vacationers from Ukraine. This was a deliberate policy of the authorities, who did not burden themselves with unnecessary expenses and attracting investments into dilapidated and outdated infrastructure.
Accordingly, the entire service of the peninsula was extremely low and unprofitable. There were no foreign tourists there either. All this makes itself felt even now. So, when you go to have a snack of local dumplings, you can see flies flying above them. In response to your indignation, you may hear the familiar Ukrainian: “Let it be so.” By the way, the service personnel in hotels and cafes are still Ukrainian. The low level of service and lack of conditions repelled all hypothetical tourists from vacationing in Crimea.
Although today tourists from Russia have already filled vacancies in hotels, in 2013 they were 26% of the total number of vacationers, but in 2014 they became 93%. In 2015, the figure increased to 95% and is approaching 100%.
As the composition of vacationers changes, their priorities also change. If for Ukrainians the main and main criterion was the price, then for wealthy tourists from Russia, perhaps, the level of service and service will be an important argument for a holiday in Crimea. The reality is that Russians, having vacationed in Turkey and Egypt for many years, have become accustomed to the world level of service. They are willing to pay a high price for a tour and receive a higher quality and professionally designed product.
There is also a problem that tourists from Russia will not be satisfied with even very cheap services of poor quality. The faster tourism enterprises and private firms catch this trend, the more successful a niche they will be able to occupy.
Today, the range and quality of services provided in Crimea lags significantly behind the world level. This reduces the competitiveness of the region in the international tourism market.
The main problem for the peninsula is the seasonality of tourism. For hotels and similar institutions, the season is only three months, and for medical and health centers five months. Only less than 40% have year-round activities. There is also an imbalance in the distribution of healthcare facilities in Yalta and Evpatoria. All this points to an unfavorable environment in the health sector. Changing this situation may just solve the issue of seasonality in Crimea.
There is also such a direction of tourism in Crimea as extreme travel and tent tourism. On the territory of Crimea there are about 38 campsites, which are essentially tent cities. They have a minimal set of amenities, which budget European tourists are also not prepared for.
There is another problem in Russian Crimea - the labor force. Most tourism-related businesses cannot maintain staff all year round. Previously, Ukrainian seasonal workers were invited to work in Crimea during their holidays. Now political difficulties have practically closed this opportunity for them.
Today in Russia there is a specific Tourism Development Strategy for the period until 2020. Its main provisions are:
- Increasing the independence of the Federal Tourism Agency; You can note the emphasis on the marketing component. It is also necessary to strengthen the presence of Russian travel companies in the international market. The state wants to provide large tourism businesses operating in the domestic market with maximum support, for example, in the form of a more loyal tax policy;
- Closer interaction between the ministries of culture, education and foreign affairs through the unification of representatives of these departments into the interministerial committee on tourism. Within this structure, it is proposed to create working groups capable of solving emerging difficulties as effectively as possible;
- Close interaction with business and the entrepreneurial environment through the creation of the Tourism Sector Association. This structure, in a bilateral discussion between representatives of the Federal Agency for Tourism and major entrepreneurs in the field of tourism on an annual basis, will be able to coordinate each other’s activities, making proposals and sharing opinions;
- Emphasize continuous market research, tourism trends and recent developments. For this purpose, a large research organization must be created - the Institute of Tourism Research on the basis of the Federal Office of Tourism, which will supply government agencies with the most up-to-date information.
- Development of a network of green routes on the territory of natural reserves with the presence of basic and accompanying infrastructure that meets the principles of the “green economy”.
- Promoting the development of cooperation between tourism business entities and specialized public organizations in organizing environmental tours and expeditions.
- Introduction of a monitoring system to ensure the quality and environmental friendliness of tourist, recreational and hotel services.
- Creation of a network of tourist information centers on the territory of natural reserve facilities to perform the functions of environmental education.
PROBLEMS AND PROSPECTS FOR TOURISM DEVELOPMENT IN RUSSIA AND CRIMEA
Pershina Anna Vasilievna 1, Keppl Olga Ivanovna 1
1 Federal State Autonomous Educational Institution of Higher Education "Crimean Federal University" named after. IN AND. Vernadsky, Humanitarian Pedagogical Academy (branch) in Yalta Institute of Economics and Management
annotation
The article discusses the main problems and prospects for the development of tourism in Russia and Crimea, as well as ways to achieve competitiveness in the tourism market.
PROBLEMS AND PROSPECTS OF TOURISM DEVELOPMENT IN RUSSIA AND CRIMEA
Pershina Anna Vasilevna 1, Kepple Olga Ivanovna 1
1 Crimean Federal University named after V. I. Vernadsky, Humanitarian-pedagogical University (branch) in Yalta Institute of Economics and management
Abstract
The article describes the main problems and prospects of tourism development in Russia and Crimea, as well as achieving competitiveness in the tourist market.
The development of tourism plays one of the most important roles in economic development for most countries of the world, including Russia, which has enormous potential for tourism development. However, Russian tour operators are experiencing some problems with serving tourists. According to Rostourism, the main problems are the high cost of tours (this is due to the high cost of transport services), as well as an insufficiently developed tourist infrastructure.
But, despite this, tourism in Russia has great prospects. An important factor in the effective development of tourism in Russia can be considered the holding of major sporting events, such as the XXII Olympic Winter Games and the XI Paralympic Winter Games 2014 in Sochi, as well as the 2017 FIFA Confederations Cup and the 2018 FIFA World Cup. These events not only help strengthen Russia’s image in the international arena, but also create an impetus for the development of tourism infrastructure in general, which will serve for many years, attracting new tourist flows to the region. According to Rostourism, Russia will be able to enter the international market through the development of domestic tourism. This is facilitated by the fact that Russia has unique healing resources, which made it possible to create a system of sanatorium and resort treatment of various types in the country.
The country's tourism potential is the key to its long-term competitiveness. Each tourist destination in Russia requires the development of a promotion strategy, which involves the following actions:
1) ensuring the effective functioning of the tourism and recreational sector;
2) improving the quality of service and developing tourism infrastructure;
3) expanding the range of tourism services and developing new types of tourism;
4) carrying out measures to smooth out the seasonality of tourist flow;
5) application of innovations in tourism activities.
Thus, despite the positive trends in the development of tourism in Russia, the country’s huge tourism potential is still at the initial stage of its development. Most of the problems of tourism development are complex. According to the author of the book “Marketing in Tourism” A.P. Durovich, to create a competitive tourism industry, effective government policy in this area is important, including strategic goals and objectives, established mechanisms and tools for their solutions, selection of qualified personnel for their implementation, etc. .
An important segment of the Russian tourism market is Crimea, annexed to Russia in 2014. Crimea is a profitable region for the Russian economy, and the tourism and resort industry is one of the most attractive in the country. However, despite the great opportunities, a number of problems have been identified in Crimea, which include:
1) difficult transport links with Russia;
2) unsatisfactory condition of a significant part of the roads;
3) discrepancy between the level of service and generally accepted standards;
4) lack of service infrastructure on the beaches, their pollution;
5) underdevelopment of the tourism and entertainment industry.
Since Crimea is a profitable region for the Russian economy, the issue of tourism development here is relevant and requires the adoption of certain measures to achieve competitiveness in the domestic and international markets.
The modern structure of the tourist region of Crimea is characterized by an insufficient level of expansion of services, but has a positive trend in updating the types of tourist and recreational activities. At the same time, the trend for the development of sanatorium-resort treatment and health-improving beach recreation continues here. The level of innovation in the tourism industry of Crimea is insufficient to create positive conditions for entrepreneurial activity in the tourism sector. The region lacks comprehensive innovative programs for the development of resorts and tourism that take into account trends in the global services market and emphasize the competitive tourism potential of Crimea.
To create competitive tourist advantages of Crimea and ensure a comfortable holiday on the peninsula, it is necessary to develop, first of all, the transport infrastructure connecting the peninsula with the Russian mainland. Internal transport in Crimea also requires development, expansion of the vehicle fleet and an increase in the number of flights during the holiday season, improving the quality of the road surface, etc.
A big disadvantage in the development of tourism in Crimea is that a significant part of the territory of the Crimean beaches is inaccessible to local residents and resort guests, is owned by sanatoriums or is private property; The area of public beaches is extremely small compared to the scale of the number of vacationers. It is necessary to solve this problem and ensure access for local residents and tourists to the coastal strip in order to ensure a comfortable stay.
In Crimea, it is necessary to develop various types of tourism, such as hiking trips, sea cruises, educational excursion trips to the historical and cultural centers of Crimea, etc. To promote sanatorium and resort services as the main factor in increasing demand for Crimean tourism products, the following measures must be taken:
1) improve the tourism infrastructure on the peninsula;
2) ensure systematic promotion of sanatorium and resort services in Crimea, with an emphasis on the uniqueness of natural and climatic conditions;
3) provide the opportunity to receive spa treatment at low prices outside the peak “high season” (April-May and September-October);
4) organize the purchase of vouchers to sanatoriums in Crimea at optimal prices for distribution to employees of government organizations;
5) implement and constantly develop an effective advertising campaign to create a competitive brand of Crimea.
In order to effectively develop Crimea as a competitive tourist region, it is necessary to conduct an image advertising campaign for the region following the example of such developed tourist centers as Egypt, Cyprus, Bulgaria, etc. The campaign should be preceded by the development of a tourist brand of Crimea in order to increase its effectiveness.
To summarize, it is necessary to focus on the need to develop sanatorium-resort treatment and the market for SPA services in Crimea, as well as to increase the number of entertainment facilities for recreation (for example, water parks, shopping centers with developed entertainment infrastructure, clubs for various types of interests, etc. .).
In general, Crimea has enormous tourism potential, and if the proposed measures are implemented in the near future, the tourism industry in Crimea will flourish and bring great profits to the budget of the Republic and Russia as a whole.
