Локальное в глобальном: формула туризма. Рубрика в журнале - Современные проблемы сервиса и туризма
"Культурный код" как образ жизни коренных народов Канады
Статья научная
Статья посвящена изучению «культурного кода» коренных народов, рассматривается взаимосвязь между этносом и окружающим его пространством через хозяйственную деятельность, а также через культуру питания, как части духовной культуры. Детально рассматривается понятие «гастрономическая картина мира» на примере автохтонных народов Канады. Согласно Конституции 1982 г. в Канаде определяют три группы коренных народов: индейцы, метисы и инуиты. Целью исследования является анализ культуры питания коренных народов страны через взаимосвязь «этнос - ландшафт - хозяйственная деятельность - культурный код». В статье определены и проиллюстрированы на карте физико-географические районы проживания аборигенного населения Канады: Арктические земли (Arctic Lands), Кордильеры (Cordillera), Внутренние равнины (Interior Plains), Канадский щит (Canadian Shield), Низменности Гудзонова залива (Hudson Bay Lowlands), Низменность Св. Лаврентия (St. Lawrence Lowlands), Аппалачи (Appalachian Region). Также показана статистика с определением наиболее плотных территорий заселения. Существенным результатом исследования является характеристика шести канадских территорий по принципу культурных «ареалов» и по видам хозяйственной деятельности аборигенного населения, которая была составлена автором и нанесена на картографическую основу. В качестве иллюстративной части научного материала автор берет за основу повествование о земледелии, охоте, рыболовстве разных племен коренных народов Канады.
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12 ошибок туристического брендирования территорий
Статья научная
В статье раскрываются особенности брендинга территорий как туристических дестинаций, рассматриваются противоречия и недостатки, выявленные при осуществлении практики брендинга территорий в России и в мире. Отдельно акцентируется внимание на несоответствие ряда практических решений в рамках осуществления брендинга территорий, претендующих на реализацию туристического потенциала, теоретическим и научно обоснованным положениям в основах маркетинга и менеджмента. В статье представлены обобщения автора, сделанные на основе изучения и анализа научной, методологической и публицистической литературы, а также фактологического, статистического и аналитического материала.
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Cuba’s historical tryst with economic development and future pathways
Статья научная
This paper inspects the historical development of Cuba put against its challenges in promoting tourism. Due to internal and external pressures, the economic development opportunities for Cuba were largely limited to tourism – despite the best efforts by the Cuban authorities to diversify its economy. Drawing insights from the strategy literature, the competitive advantage of Cuba in tourism is explained. We trace the pathways the Cuban economy and society took in Cuba’s its tryst with tourism as the primary development driver. Particular thrust is given to Cuba – Soviet bonhomie and the “special period”. We conclude the discussion by highlighting the hope that Obama kindled and the fears that Trump brought back in.
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Design of tourist destinations as a factor of strengthening agglomeration processes
Статья научная
The article is devoted to the study of the design of tourist destinations as a factor in strengthening agglomeration processes. Recreational travel is an already studied factor in the formation of urban agglomerations in the industrial age. First of all, we are talking about dachas, recreation centers, school camps. However, at present, the character and goals of recreational flows have changed significantly in the direction of attending events and various agglomeration facilities by private vehicles. The core-city of the agglomeration, which has tourism as an industry of specialization, seeks to increase the time spent by tourists, incl. by expanding the geography of tourist attractions that can be visited in a day or two and returned to the core of agglomeration. Accordingly, for territories of the agglomeration, it is necessary to provide for allocation of space and engineering conditions for the creation of infrastructure designed to serve recreants and tourists. The article proposes to single out "narrow" and "broad" approaches to the design of tourist destinations. The "narrow" approach involves the design of new or reorientation of existing facility for tourist and recreational purposes. This approach is given attention in scientific and educational literature. When applying a “broad” approach to design, one should provide for the possibility of using a particular object not only for its intended purpose, but also provide for the possibility of using it as an object of tourist interest. The example of the Kazan agglomeration of the Republic of Tatarstan shows how purely tourist and recreational facilities function and how tourism industry becomes important for those who initially did not consider the development of tourism as a strategic goal when designing.
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Exploring the archetype of americaness and the excemplary principle: the fear of traveling abroad
Статья научная
Following a general introduction of colonialism, this essay reflects on the growth of US imperialism. It notes that colonialist exploitation depends on a pervasive ethnocentrism in which the metropolis is depicted as morally and culturally superior to the colonized. An example of travel writing is used to examine and appreciate this ethnocentric discourse. Precisely because travel literature is not written as a racist or ethnocentric polemic, it is useful in coming to understand the implicit value system and ethos that forms the foundation of colonial ethnocentrism. In the particular example, the colonial ethnocentrism is linked to the ideology of American exceptionalism which has deep roots in the American Puritantradition.
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Film-induced tourism as an innovative component of the experience economy
Статья научная
The article observes the development of international and domestic film-induced tourism. Film-induced tourism appeared several decades ago and now this type of tourism is experiencing its growth. Taking into consideration its opportunities for growth, a deep and systematic research of issues related to its specific aspects, target audience and development areas seems highly relevant. The article analyzes the definitions of film-induced tourism, which is highly important due to the diversity of explanations of this phenomenon and yet uncertain terminological base, the classification of film-induced tourism types is considered and the target audience is described. The article describes a study of international and Russian experience in organizing film-induced tourism, the most significant case studies of tourism are observed, and its economic significance and role in the economy of impressions is presented. The article proves that film-induced tourism can be considered as an effective advertising tool when promoting tourist destinations, which is confirmed by the development process it is experiencing and the specific examples presented in this study. The attractiveness of a tourist destination is a key factor of sustainable tourism development. It helps the tourism industry to stay competitive, and contributes to the process of forming a return tourist flow. The article proves that film-induced tourism can become a growing point of specified destinations, linked with film industry and can contribute to the recovery of domestic tourism under the pandemic consequences, which has suspended tourism all over the world.
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Food production as a factor in attracting religious tourism destinations
Статья научная
The article analyzes the assortment and other distinctive features of food products produced under the domestic and foreign monastic farms brands. Those of them that act as major attraction various types centers of religious tourism at the national and international levels were selected for the research. Using various examples, the authors justify existence of close interrelations between religious and gastronomic tourism and outline further prospects for strengthening these ties. The article emphasizes the relevance and practical significance of the monastic food brands development, as mutually beneficial for the tourism industry, consumers of recreational services and food products, as well as for the designated religious organizations. It is proposed to consider the production and sale of food products in the monasteries conditions as a significant factor in attracting tourists and pilgrims to the destination of religious tourism. The main types of the monastery food products are identified, the high quality of which causes demand among tourists and pilgrims - cheese, sour milk, alcoholic, confectionery. It is argued that in some cases, the only opportunity to taste and purchase food products that are unique in composition and recipe, produced under monastic brands, opens only during a visit to the monastery independently or as a tourist trip part. Therefore, the production and sale of food products under monastic brands can rightly be considered as a factor of attraction for religious tourism objects.
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Language schools for children and youngsters in the system of educational tourism market
Статья научная
The article analyzes the phenomenon of language schools as it is and its role for the development of language tourism market in the system of educational tourism. The authors focus on the problems of language schools for children and young people, as they constitute 90% of the target audience of this market segment. The modern problems which language schools are now facing are also determined as well as the perspective trends in their development. Summer language camp is recognized as the most adequate form of the market leader for the development in this segment nowadays. For the purpose of the research, the authors distinguish between the language travel combining tourism activities with language learning and the tours where language acquisition is the final goal in order to continue education in another country’s school or college and enter a university, or pass a qualification language exam. Main terms and definitions on the problem in question are also discussed in the article. Language schools are divided into network schools, large schools, small schools and home tuition schools. The marketing characteristics of each type of school are presented in order to suggest their comparative market analysis. The authors come to conclusion that a language school of any type appears to be a stimulating factor to the development of the national educational tourism market.
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Life-seeing как новая стратегия межкультурного взаимодействия в туризме
Статья научная
В статье рассматривается межкультурное взаимодействие в туризме с исторической точки зрения и с позиции современного взгляда. Затрагиваются вопросы развития туризма с экономической, социологической, психологической, культурологической и лингвистической позиций. В статье авторы подчёркивают важность туризма в структуре интерпретации общества, его влияния на качество международных контактов и выстраивание интеркультурного диалога. Делается акцент на том, что позитивное влияние туризма на многие сферы жизнедеятельности происходит не автоматически, а постепенно. В эмпирической части работы авторы демонстрируют свои наработки по созданию стратегии обучения межкультурному диалогу и взаимодействию на основе внедрения в работу гидов, экскурсоводов рассказов о своём наработанном опыте с помощью рассказов с целью сблизить понимание культур представителями разных стран. Такая стратегия также позволит более близко соприкоснутся с реалиями жизни страны, региона, который посетили туристы. Было выделено шесть этапов реализации данной стратегии для экскурсоводов Калининградской области. Использование данных этапов позволит более глубоко погрузить туристов в самобытность области. Сделаны выводы о том, что в будущем туризм может гораздо более интенсивно развиваться за счёт обучения экскурсоводов по этой стратегии. Если бы поощрялись такие формы туризма, как life-seeing (жизнеознакомительный туризм), то могли бы происходить глубокие встречи и интенсивный обмен.
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Marketing tools for promoting gastronomic brands in tourism
Статья научная
The development of a program for promoting specialized tourist products with gastronomic elements, at the stage of emerging demand requires the use of special marketing tools. The article reveals the marketing essence of the gastronomic tourist product and justifies the use of gastronomic branding as a fundamental tool for market positioning and promotion in a competitive market. An overview of the regional resource potential for discovering the recognizable regional gastronomic brands and gastronomic tourism practices substantiate the need to distinguish gastronomic tourism into an independent promising part of the industry. The results of the analysis of international experience in promoting gastronomic brands and products can be adapted to the conditions of the Russian Federation and used in building a national development concept of gastronomic tourism. The optimal form of marketing support for the gastronomic tourism development, taking into account the influence of current environmental factors, can be considered the creation of regional multifunctional digital platforms combining gastronomic tourism facilities into a single network, complete the tour program, promote finished products, and also enable the tourist to independently draw up a route based on individual preferences. It was shown that as accompanying marketing tools it is advisable to use: event calendars, regional exhibitions and fairs of gastronomic topics, independent positioning of gastronomic objects as centers of tourist attraction.
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Статья научная
At the current stage of the development of micro-mobility technologies and business models, especially scooter sharing that appeared in North America and Europe in the last two years, it is already possible to consider with a high degree of certainty at least some mobility transformation opportunities for the tourism sector. The widespread use of electric scooter sharing can be instrumental and very efficient in alleviating problems of overtourism, as new configurations are emerging in terms of the coverage (catchment) area and thematic combinatorics of tourist and excursionist visitations, and, quite apparently, better accessibility of secondary and tertiary attractions of cities. Micro-mobility, which includes different types of means of individual mobility, becomes not only an additional transportation factor of tourist visits, but also a fundamentally innovative and progressive “transformer of experiences”, which allows efficiently disperse tourist and excursionist flows across wider areas of tourist destinations...
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Niche tourism as a psychological and pedagogical practice and a direction of additional education
Статья научная
Niche tourism is aimed at satisfying special interests of tourists. These are tours for clients with special motives and travel goals. Not massive interests of clients realized by the stakeholders of tourism market create conditions for the special interest tourism development. The niche type of tourism is in one way or another aimed at meeting the needs of tourists with a special type of life and consumer orientations: these are people with a relatively high degree of reflection and self-reflection, striving to saturate the needs that are absent or not realized by the bulk of people (“higher”). Such people often understand a travel as systemic one, including health and recreational (healing), cultural and educational (philosophical and esoteric) and extreme mystical (spiritual, magical, shamanistic, etc.) components. Self-improvement and self-realization, harmonization and clarification of relations with the world, introduction to new experience and secrets of the universe as motives of tourist activity form a special stage in the formation and development of tourist motivations. Tourist travel is an important sphere of self-realization and self-actualization of a person, his self-improvement. In the context of this function and even mission, tourism of special interests has a set of advantages over mass tourism. It has intensively manifested psychological and pedagogical functions of preventing and correcting disorders, as well as supporting the development and habilitation of a person. Modern niche tourism requires the training of specialists familiar with psychological and pedagogical technologies to support human development, in two ways: 1) in the process of retraining or additional training of educational psychologists in the field of (niche) tourism; 2) retraining or additional training of specialists in the field of tourism in the field of psychological and pedagogical problems of support (coaching support) of the development and career of an individual.
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Past and future of theme parks: customer experiences as a trump card
Статья научная
The article discusses the role of customer experiences provided by theme parks that are a special kind of tourist attraction forming a unique tourist product. The goal of the study is to identify promising ways to boost the quality of theme park design and service in Russia. A systematic and situational approach, as well as formal logical analysis and desk research are the main research methods. Based on the literature review on the approaches to theme park specifics and the role of tourist experiences in gaining customer loyalty, the authors discuss the development of theme parks in Russia and abroad, as well as major trends that affect their future development. Among these are: the search to combine elements from different park types; networking, both in terms of collaborative relationships with park stakeholders and in terms of building networks of parks under a single brand; the creation of unusual theme parks that meet the specific interests of niche tourists audiences; increased use of VR/AR technologies. The main paths of future research are benchmarking best management practices and the development of an adapted system of indicators for theme parks in Russia to assess the quality of tourist product provided for park visitors.
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Psychological and pedagogical aspects of glamping: tourism as a practice for personal development
Статья научная
One of the situations of the formation and development of personality is associated with tourism, its traditional and innovative types, including glamping. In its immediate, non-delayed relaxation potential, glamping is a very productive and effective practice and technology of tourism, however, the idea of glamping initially involves stimulation and simulation of communication with nature, and as such, with reality. Although the practice of glamping as a whole creates the conditions for the activation and development of a person’s interest in nature and culture, in himself as a subject of nature and culture, its capabilities cannot be overestimated. The ideological orientation of glamping and its consumers towards comfort is rather an attempt to get away from reality, rather than return to it. Therefore, the influence options and types of consequences, possibilities and limitations of glamping in the framework of different programs and orientations can vary significantly. There are attempts to comment on the psychological aspects of glamping as a type of psychotherapeutic and ecological tourism, but they do not go beyond the current findings and advertising and analytical articles on glamping sites and, a bit, social networks. The research method is a theoretical analysis of the psychological and pedagogical aspects of glamping. The study is of an exploratory nature, aimed at identifying the psychological, pedagogical and other problems and possibilities of glamping as a type of ecological and ethnic tourism. Among the existing areas of research, the leading ones are two points of view on glamping: 1) as a successful and promising type of tourism and recreation of a person, containing numerous psychological and pedagogical development potentials and combining previously unconnected (proximity to nature and comfort), 2) as a type of relaxation -recover tourism aimed at avoiding reality and simulating development.
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The narrative of contemporary travel
Статья научная
The ways of narrating the journey have become a great way in the early 21st century. They left behind the chatting circles, the film productions, the books and gained space on the Internet. This research aims to know how social networks are used by content creators (bloggers and influencers in the tourism industry) to record the trip and reflect on how the pedagogies in these spaces teach different ways of traveling. For the treatment and data analysis, content analysis was performed. The way of carrying out the research was inspired by the studies developed in Cultural Studies and based on various sources whose composition or content related to traveling, such as books, magazines, websites, and, mainly, blogs and social networks. Among the several authors studied, we highlight the research conducted on the different manifestations of the “self” in contemporary times, among them, texts by Zygmunt Bauman (2008), Gilles Lipovetsky (2016) and especially Byung-Chul Han (2015, 2016). The main results highlight that, in contemporaneity, the consumption of travel reports once made through books, technical magazine articles, documentaries, and even blogs were gradually being replaced by practical tips - which fit in spaces standardized by the creators of social networks such as Facebook and Instagram. In these spaces, users are educated to look at places in fragments. Ready-made lists and itineraries reduce cities to some landmarks. In addition, in these same “spaces,” the travel becomes a stage and the landscapes into scenarios for the most diverse representations, reinforcing the ideas of an ephemeral, transparent, volatile, individualistic, and accelerated life that mark them and teach recipes for traveling that ends up repeating itself on the screens.
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The role of social communities in tourism: creation and support of a territorial brand
Статья научная
This article examines the essence and importance of social media marketing for the promotion of tourist services in an online environment. The purpose of the study is to identify promising ways to boost the target audience by communities in social networks adapted for tourism. A systematic and situational approach, as well as classification, formal and logical analysis and desk research are the main research methods. Based on a literature review on the approaches to understanding the types of social communities and the importance of the correct positioning of advertisements in the formation of loyalty to the territorial branding of customers, the authors present their definition of "community in a social network", give a classification of existing communities, and reveal the features of each type. The practical value of the research lies in the development of ways to use the advantages of each type of social community for the development of tourism in local territories. The authors provide practical tools for identifying and aggregating the target audience in popular social networks in Russia. The main paths of further research are a comparative analysis of the best practices of using social communities in tourism, in order to effectively interact with the target audience and develop recommendations for a content plan of a marketing strategy for promoting a territorial brand and tourist products of a specific local recreation.
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Tourism strategies of the Northern Europe: comparative analysis
Статья научная
The formation of models and visions for tourism development in the world’s countries differs not only in approaches and tools, but also in the detail and specification of States. Forming the image of the country, strategic development guidelines, defining the contours of tourist projects, understanding the forms of support for the business sector, as well as the development of standard-setting practices is impossible without a clear representation of the target audience. This article discusses the practice of developing national tourism strategies in Greenland, Sweden, Finland, and Norway. These territories are chosen as a comparison base, since the basic environmental conditions in them are almost identical, which complicates the formation of unique strategic landmarks. However, the analysis of documents, national strategies have been identified in the basic terms, which are based on country factors, which emphasize in the future, the conditions that created, creates and will create in the long term for the business sector. Within the framework of national strategies of the Northern EU countries, the mission and vision are set out, key segment groups are fixed, the structure of communication between consumer groups and tourist offers is set out, and the institutional framework for tourism development is set out. It is noteworthy that, in General, all strategies are road map projects, written in the spirit of project management. Recognizing the conditions for sustainable and responsible tourism as a base, the Nordic countries ‘ tourism strategies include requirements for all project parties: tourists, tourist companies, tourist associations, and government representatives.
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What is tourism? An anthropocentric discussion
Статья научная
Some decades ago, tourism scholars precluded that the production of knowledge would invariably lead to the maturation of discipline. Even in these years, tourism-research has grown rapidly but keeping some concerns respecting the possibilities to become in a consolidated discipline. One of the aspects that tour- ism research is unable to resolve is the dispersion of theories, and the lack of a shared epistemology to understand what tourism is. In this new manuscript I explain informally the anthropocentric ground of tourism. This does not represent any attack to any scholar in particular, but a call of attention to what today is being written.
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Youth tourism as an instrument of public and citizen diplomacy: Russian and foreign experience
Статья научная
Public diplomacy and citizen diplomacy are the trends of modern international relations. These are complex phenomena with a quite wide range of instruments. This article illustrates the relationship among youth tourism, public and citizen diplomacy, explores the intersection of the theoretical foundations of these phenomena, reveals their place in the conceptual and practical dimension of the foreign policy of Russia and several foreign countries. The article summarizes the experience in implementing projects related to various types of youth tourism, classifies such initiatives and systematizes information about them. As a result, the author made an attempt to identify the role of such projects in public and citizen diplomacy, to construct a conceptual model that demonstrates the mechanism of interaction between these phenomena, to evaluate the effectiveness and prospects of youth tourism in the context of public and citizen diplomacy.
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«Лига исторических городов» как формат репрезентации туристского потенциала городов мира
Статья научная
В статье рассматривается категория «исторического города», особенности формирования данного понятия во времени, основные проблемы и противоречия, связанные с соответству- ющим статусом для городов. Обосновывается важность участия исторических городов в раз- личных международных организациях, выполняющих для них репрезентационные функции. Это позволяет донести до большего числа потенциальных туристов информацию об историко- культурном потенциале исторических городов. Характеризуется международная неправительственная организация «Лига исторических горо- дов» (ЛИГ), её цели и задачи, география городов-членов, предложена их классификация по про- странственно-временному признаку. Основной причиной стремления к членству в организации городов из различных стран определено желание повысить собственную туристскую извест- ность (репрезентативность) в мире, а также предоставляемые организацией возможности для их информационного продвижения. Многие исторические города России, особенно относящиеся к категории малых и средних, со- храняют в своей среде аутентичные истории и легенды, архитектурные памятники, зачастую имеют уникальные особенности ландшафтно-градостроительной планировки. Каждое поселе- ние имеет также свои особые даты, связанные с выдающимися событиями городской жизни. И вовлечение хотя бы некоторых из них в деятельность международных историко-культурных организаций, например ЛИГ и ей аналогичных, можно рассматривать как получение такими по- селениями мирового признания. Это должно рассматриваться как один из механизмов марке- тинговой стратегии продвижения города, его активного позиционирования на мировом рынке туристских предложений.
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