Strategic management of the Solovetsky islands sustainable development

Currently, the most relevant management paradigm is the concept of strategic management, which meets all the requirements of a modern market economy and allows you to optimize management processes at various levels, including at the regional level. Modeling of socio-economic development of the territory of the Solovetsky Archipelago, in our opinion, should be based on modern tech-ogy of strategic management and marketing. Universal model of strategic management of a given territory by its very nature will greatly change the management efficiency in the context of the regional socio-economic development.

The word "strategy" comes from the Greek «strategos», which means "the art of the general." Strategic management process – is an effective tool for decision-making at the highest level of management. It should be noted that strategic management can not be reduced to a set routine of rules, procedures and schemes, acting as a kind of concept, philosophy and ideology of the organization. For the strategic management requires large expenditures of effort and money, as well as a high level of training of staff and managers of the company. The Strategic Management, covering all levels of the organization, have a decisive influence on its development.

In the scientific literature the question of the functional value of the strategy for the management in relation to the management of the development site shall be construed as follows

• a)  program is targeting the development of the territory;

• b) a way to achieve the ultimate goals of development of the area;

• c)    the direction of development of the area and a set of required resources;

• d)    a detailed and comprehensive program to achieve the ultimate goals of development of the area and the implementation of its mission;

• e)    a set of planned actions taken by management area for the task [1, p. 98-99].

It is desirable that the strategy contains the largest possible set of characteristics such as target direction (for success), originality, rationality, flexibility, adapting itself-dependence, long-term, awareness, stability, continuity, reality (evaluation), competence, creativity (innovativeness), the complexity of , validity, timeliness, Emergency, reliability and comprehensiveness [1, p. 99].

The terms "strategic management" and "strategic planning" is widely included in prac-tic Western management in the 60-ies of XX century. In this period of fascination with the methods of strategic planning in the 1960s and 1970s gave way to some cooling, for which eye was followed by the revival of the methods and approaches of strategic management and planning in the 90-ies of the last century. The latest trend continues to this day.

For domestic practice of strategic management methods are so new as it is familiar - it all depends on the approach. On the one hand, the five-year plans, long-term planning of the economy have become part of the asset management practice of the past. At the same time, the existing methods of strategic planning, adequate market conditions and applied in a rapidly changing environment, to a lesser extent were known hosts-governmental leaders of Soviet enterprises. In the 90-ies of XX century and the first years of the XXI century in domestic practice seen rapid dissemination of methods and techniques of strategic management in general and strategic planning in particular [2, p. 6].

According to E. Kuznetsova, the modern researcher in the field of strategic manage-ment, strategic planning is the main function of strategic management is the process of setting goals and control system how to achieve them. Strategic planning provides the basis for all management decisions and the functions of the organization, motivation and control are focused on the development of strategic plans. The process of strategic planning provides a framework for the management of all the participants and the components of the control system. Projecting set out on the real situation in our country, we can say that strategic planning is becoming more and more relevance for the Russian companies that enter into fierce competition both between themselves and with international organizations. E. Kuznetsova also notes that unlike strategies of the mission that the strategy has a clear time frame, it operatsionaliziruema, ie can be broken down into a number of the objectives, each of which has its own sub-goals for the implementation of the which one must address a number of specific tasks [3, p. 36-37]. According to our opinion, the strategy of development of the area should be based on its mission, reflecting the territory for the purpose of the society in a global sense. The strategy is designed concretized-Vat mission "to bring" her to the strategic plan.

The foundations of modern methodologies and theories of strategic management laid since the second half of the XX century. A huge contribution to the establishment and development of this branch of science management made F. Abrams, I. Ansoff, C. Argyris, P. Drucker, J. Quinn, Mintzberg H., T. Peter, M. Porter, K. Prahalad, G. Simon, P. Senge, A. Strickland, A. Thompson, G. Hamel, C. Hofer, E. Chandler, G. Steiner, K. Andrews. With their work first began classical theory of strategic planning, strategic management and then. Among the pioneers of strategic management - not just theoretical. Although almost all of these scientists has made significant progress not only in theory but also in practice, the application of their ideas. We should also note the activities of consulting firms - especially "Boston Consulting Group", "McKinsey", "Arthur D. Little," whose name has become a brand thanks to the developed and first used by these companies innovative tools for strategic planning and management, new methods of re- sheniya strategic issues of development organizations.

Researcher issues of strategic development of territories VS Bochco notes the importance of understanding the fact that the market changes give rise to competition not only between companies, but also between the territories. Now it has become obvious fact. Those power structures that do not take into account this factor, the conduct is not objectively better economic policy in the region. The major competitive position in the competition of the regions - to provide citizens and businesses better living conditions and production. Who makes it successful, he wins. But in order to skillfully organize such activities, it is necessary to comply with a number of basic guidelines for incorporating its territory in contention for a better life. Failure to follow them may result in the underestimation of emerging moments in Russian and international development or the loss of "native roots" from which in any case can not come off [4, p. 23-24]. Here are the proposed VS Bochco principles.

• 1.    The first principle of the source - is the reliance on the resources available. It is an objective consideration of the material, financial, human and scientific resources will properly assess the competitive advantages and opportunities of the territory, and to determine the main directions of its development. In this case, new ideas will always be based on existing reserves and wearing a grounded character.

• 2.    The second principle is the original - the account of the historical and spatial-geographic features and patterns of development of the area. The challenge is not to disturb the natural course of economic and socio-cultural events, and a creatively continue.

• 3.    The third original principle - the account of global trends of development of territories as well as scientific, technical and socio-economic processes. Laying the strategic lines of the future territory should act so that the socio-economic processes on it are gone from the bed of global trends.

• 4.    The fourth principle is the source - search for allies. Alone territories, and the more individual municipalities can not cope not only with the implementation of planned, but with the current problems. Allies must be sought in all instances and areas: among the higher authorities in the Duma, in the unions and business associations, the media and science. Do not do without the financial support and positive public opinion.

• 5.    The fifth principle of the source - the exception imitation. Territory should not seek to become either a "second Paris" or "Second Chicago." Being a faint shadow of another - an unenviable fate [4, p. 23-24].

In the formation mechanism of strategic development, according to the VS Bochco, one should proceed from the need to respect the interests of all participants in the development of areas: government, business, society and science. But the driving force is always the power: it not only sells their interest, but also creates the conditions for the effective functioning of enterprises, improve the investment climate in the region, is an equal competitive opportunities for all partners.

For strategic development is important to form a so-called investoprovodyaschey system. It includes a variety of financial institutions, including mortgage and insurance funds, leasing, trust, consulting and other companies. Highlights issues of the resource support programs: human resources, finance, wealth, and technology. An important area of software development activities will be conceived the idea of co-financing of projects. The first phase of the strategic plan special attention should be given to financing of measures to overcome the crisis and the implementation of institutional reforms [4, p. 35]. VS Bochco notes that are necessary theoretical and applied research on the integration of local opportunities, identify the social and economic capacity are features of distribution of production, transportation and logistics structures. Also in their scientific works, VS Bochco highlighted the positive aspects of the Strategic Plan:

• a)    the resolution of the objective contradictions of the system;

• b)    the integrated use of available resources in the territory;

• c)    targeted structural adjustment in the direction of diversification of the economy and services;

• d)    coordinated the development of high-tech, knowledge-based jobs, and on this basis, avoiding the "raw material" direction of development of the local economy;

• e)    submission of investment activity for the creation of the Territory of comfortable production and cultural conditions;

• f)    the gradual approach of regional economies (of municipalities) to the standards of a world-class development through conscious included in the strategic plans, the use of the global economic and technological advances [4, p. 36].

In developing the model for the sustainable development of the strategic territory Solovetsky archipelago must use the latest achievements of modern science and practice of management using the concept of sustainable development of the territories, which now is widely used around the world. Order of the Government of the Russian Federation from November 30, 2010 № 2136-r of the Concept of sustainable development of rural areas in the Russian Federation for the period up to 2020, according to which the sustainable development of rural areas requires a stable socioeconomic development of rural areas, the increase in the production of agricultural and fishery products , improving the efficiency of agriculture and fishery industry, the achievement of full employment of the rural population and improving their standard of living, as well as the rational use of land1.

Solovetsky Islands - a unique area of the Arkhangelsk region, which has significantly historical, cultural, natural and environmental and spiritual heritage. Currently Solovki experiencing serious difficulties in the socio-economic development in view of the ambiguity and uncertainty of their legal status as a protected area, and the lack of division of responsibilities between key site management. Already in 2001, Solovetsky Museum-Reserve was developed by the Strategic Development Plan, adopted as the basis for long-term planning of its activities. As previously museum, the monastery in 2009 and has developed its strategic development plan, however, in our opinion, many problems remain - there should be closer cooperation between the Solovetsky "forces" that should make the transition to long-term development of new principles - principles of partnership and cooperation.

The Solovetsky archipelago – is specially protected area of the Arkhangelsk region, comprising more than 1,000 objects of cultural heritage in the historical boundaries of the II-I millennium BC to the XX century. In 1992, the complex of monuments of the architectural ensemble of the Solovetsky Monastery was included in the UNESCO list of World Heritage Sites. Decree of the President of the Russian Federation in 1995, the Solovetsky State Museum-Reserve entered in state of the most valuable objects of cultural heritage of the peoples of the Russian Federation. Carry out a strategic analysis of the territory of the Solovetsky Archipelago and define a set of priority measures for the development of the area. Internal control subjects Solo EECCA archipelago are shown in Fig. 1. The bulk of tourist services in Solovki has a federal government agency culture "Solovki state-udarstvenny Historical and Architectural Museum-Reserve" (FGUK "SGIAPMZ"), in whose hands focuses much of the resources of the Solovetsky Archipelago. Museum-Reserve is engaged in reception and service of tourists at Solovki (a tour and transport services, hotel accommodation "Petersburg"), the protection of cultural and natural heritage and museum collections, conservation and restoration of monuments, scientific and journalistic activities, information and public relations. The museum is funded from the federal budget.

Pic. 1. Internal control subjects Solovetsky archipelago.

World practice shows that the optimum ratio of budgetary and extra-budgetary funds of the museum 70% to 30% [5, p. 3-4]. The ratio of budget / extrabudgetary in this case is about 2.3, in this case, the activity of the museum can be considered as financially successful. However, objects Solovetsky Museum require high costs of repair and restoration, so the share of the budget revenues should be much higher, as evidenced by financial performance of the museum2 (рис.

Pic. 2. Budget funding estimated at Solovetsky Museum 2000-2009 years. (mln rub.).

The ratio of budget / extrabudgetary Solovetsky Museum in 2009 was 5.5. With the support of the federal government budget financing and management of the museum remains the same, including the growth of appropriations for capital repairs and restoration of heritage sites under the estimate was 33%. Additional budget funds received for major repairs and restoration on FTIP in 2009 amounted to 259.4 million rubles. These funds have been made the reconstruction of the pier in the harbor of Well-being, design and research work on the reconstruction of the former vegetable store with the device under the information and service center FGUK "SGIAPMZ," an examination of design and estimate documentation for reconstruction of the complex logistics

• ² Report on the activities of the Solovki State Historical and Architectural Museum-Reserve in 2009. -

  Solovki, 2010. - p. 28-29.

Pic.3. Extra-budgetary revenues Solovetsky Museum

2000-2009 years (mln.).

Note that the main source of extra-budgetary funds - an excursion activities of the museum. In 2009, this article has provided 61.5% of the total budget revenues 3.

The acceptnace and the service of the pilgrims is mainly engaged in the Spaso-Preobrazhensky Solovetsky Monastery. This orthodox religious organization of the Russian Orthodox Church seeks spiritual renewal of society, performs religious rituals, coordinates the activities of farmsteads Monastery in Moscow, Arkhangelsk and Kemi, provides the Sunday school for children and adults, is rebuilding its economy, is engaged in the charity work and the restoration of the monuments. The tendency of the transmission sites on the islands of the Russian Orthodox Church. Currently, the majority of the historical and cultural sites Solovetsky Archipelago, donated the monastery.

In 2009, according to the Solovetsky Museum, visited the archipelago of about 40 thousand people, of which 26,000 - are tourists who visited the museum, 12000 - pilgrims, the rest is not clearly identified their goals. Foreign tourists accounted for about 7% of this flow. Analysis of the data for the years 2001-2009 shows that the current structure of the flow of visitors ("tourists" - 70%, "pilgrims" - 30%) as a whole will be maintained in the short term with a trend increase in the share of pilgrims.

Local government administration in Solovki is a municipality "rural village" Solovki "Primorsky district of Arkhangelsk region in the co-torogo is an archipelago. Local residents, who number about 900 people to be actively involved in the processes of development of the territory of the Solovetsky Archipelago, should be involved in decision-making at the local level. In addition, the acute problem of improving the quality of life of the local population, as well as the improvement of their environment - Solovetsky village, which is located in the immediate vicinity of the monastery, is included in the common cultural space of Solovki.

Recently, the term "cultural space" is found in a variety of ways. The researchers emphasize that the European North is an extremely important place in the historical and cultural development of Russia in view of the most pronounced manifestations are age-old Russian tradition, customs and culture of traditional live coast-dwellers, the presence of elements of wooden religious architecture, as well as the specificity of the modern way of life of the local population. The harmonious combination of a natural and "added" anthropogenic started here has led to the formation of a unique type of protected areas - cultural landscape [6]. In this regard, the most urgent task we believe the formation and development of the cultural landscape of Solovki - certainly "pearl" of the cultural space of the European North of Russia.

The next subject of the strategic development of the territory of Solovki select a business that serves the needs of the tourists and the pilgrims in the services means size-tion, food businesses, as well as in transport and other areas of service. The overwhelming majority of businesses involved in tourism (hotels "Solo", "Solovki", "Shelter", "Green Village" tourist complex "Company Solovki", bike rental, cafe district consumer society, a number of commercial enterprises, etc. ). Their interests in the archipelago and tourist agencies are involved in the organization of tourists travel to Solovki (a religious organization of the Orthodox Brotherhood "Radonezh" (Moscow) Ltd. "Tourist sightseeing company" POMOR Tour "(Arkhangelsk), LLC" Travel company "Berth" (Kem district, Rabocheostrovsk) Ltd. "Travel company" Lukomorye "(Petrozavodsk), JSC" Intourist-Arkhangelsk "(Arkhangelsk), JSC" Intourist-Petrozavodsk "(Petrozavodsk), etc .).

Thus, in the archipelago, there are four "forces" that are interested in the development of the territory and able to provide such a development, provided mutually beneficial cooperation. However, the activities of these "forces" faced with a lot of contradictions that impede progress. The municipal authority in Solovki, until recently, operated in accordance with the program developed by the socio-economic development of the area, unrelated to the Strategic Plan of the Solovetsky Museum. Was developed separately, and the Strategic Development Plan of the monastery. Find understanding the museum and the monastery managed with difficulty, despite the fact that the common issues have been discussed and even have developed documents on cooperation. In autumn 2005 Solovetsky Museum-Reserve, Solovetsky monastery and the administration of the municipality "Solovetsky District" signed a package of proposals for the development of conservation strategies and the Solovetsky Archipelago and the settlement of church-state relations in the use of monuments associated with its origin to the historic Solovetsky monastery. For the first time in many years, three of the leading institute of Solovki agreed at the local level and applied to the respective parent bodies of state power and control with a consolidated position on the strategy for conservation and development of the Solovetsky Islands. Offers museum and monastery on the use of monuments take into account the needs of the reviving of the Solovki monastery, and for keeping the Solovetsky Museum favorable prospects for development in the creation of new exhibitions, development of tourist routes, placing storage facilities, and economic infrastructure. Moreover, "Solovki agreement" provides a radical strengthening of state heritage protection Solovki, suggesting the creation of the archipelago of federal historical and cultural reserve in accordance with applicable law4.

Historically, the monastery was the only "force" in Solovki, providing spiritual and economic prosperity of the archipelago. At the time of the Solovki monastery brethren numbered several hundred people, but today there are only about sixty (farmsteads with about a hundred people). At present, the monastery is actively restores the activity, revives the spiritual, cultural, economic and institutional traditions, but so far with good intentions can not solve the problems facing the

Solovki, so it must find ways of rapprochement and cooperation with the museum, the administration and business, despite the fact that occupies a special position in Solovki. Its characteristic feature - the desire to limit the flow of mass tourism on the island and prevent the commercialization of the archipelago.

Note that the order of the Minister of Culture of the Russian Federation AA Avdeev from 19.11.2009 № 138-CF director of the Federal State Institution of Culture "Solovki State Historical and Architectural Museum-Reserve" Shutov appointed Vladimir (vicar of Holy Transfiguration Solovetsky Monastery Archimandrite Porfiry). Appointment of the head of a secular cleric organization - a very rare case in the world. The authorities attempted to resolve long-standing problems and contradictions between the museum and the monastery radical way. Now, with a single management strategy is developed partnership between the two organizations, which in their activities should complement each other, interact and cooperate with each other, ensuring sustainable development of the territory of the Solovetsky Archipelago.

26-27 February 2010 at Solovki was a meeting dedicated to the comprehensive development of the archipelago, which decided to begin preparations for the founding meeting of the Board of Trustees of the Patriarch of Solovetsky monastery. Using this name, it should be understood that the Board of Trustees of care is not only a monastery, but can not be separated and the village, and the archipelago as a whole. Vicar of Holy Transfiguration Solovetsky Monastery Archimandrite Porfiry in an interview, "Patriarhiya.ru" presented the results of the meeting, noting that "the dynamic recovery of the monastery should be accompanied by the creation of the modern village with advanced engineering and social infrastructure, the village is beautiful and convenient to stay. In connection with these programs, there is a large-scale demand for labor, often highly skilled and highly paid. The task of the local people is to take open jobs in orgsistemah to preserve the ancient architecture, to protect the unique nature of the island, guest services, pilgrims and tourists from all over the world ". [7] Thus, for the implementation of the development strategy of the archipelago is expected to actively use the potential of the local population.

According to MV Lopatkina, who previously served as director of the Solovetsky Museum, as well as the head of administration of the municipality "rural village" Solovki ", the main feature of the ideological and technological basis for the implementation of the Strategic Development Plan Museum, developed in 2001, is the development of a broad and multifaceted partnership Museum with the organizations, institutions and citizens. As the ideology of the partnership implies openness and interest Museum in the development of a multi-faceted and equal cooperation with various institutions and initiatives focused on the preservation of cultural and natural heritage, its involvement in the contemporary socio-economic-cultural and economic life. As a technology partnership implies cooperation resources Museum and its partners to address common concerns and especially significant for both sides. Despite its apparent simplicity, an effective partnership is achieved as a result of long and painstaking building partnerships, finding such fields of activity, which can be combined and coordinated various interests, strategic and tactical vectors of differ- ent institutions and interest groups. In this context, the Solovetsky Islands are a unique sociocultural phenomenon.

On the one hand, Solovki is a zone of thepotential conflicts of countervailing institutional interests of local stakeholders such as the Solovetsky Museum, Solovetsky Monastery Solovetsky forestry, local government, business and tourism, etc. In addition to this, at Solovki, taking into account their specific national and global significance closely intertwined regional, national, and in recent years - and international interests. By virtue of its institutional nature of all of these structures and solve the main interest groups for each task - the preservation and development "itself." In this regard, one would assume that the Solovki in its present state is doomed to "conflict." As the practice of recent years, namely technology partnership enables to solve many current problems of preservation and development of Solovki. [8]

To overcome the contradictions of the internal control subjects territory Solovetsky Archipelago and caused them problems in the framework of the partnership strategy is recommended to take the following actions:

• a)    The establishment of a special advisory body - the Board of Trustees, which would include representatives of all four subjects, as well as chairman of the board, which could serve as a kind of "arbitrator" arbitrator. The purpose of this Council - and bring together the warring parties to reach an agreement;

• b)    to overcome the subjectivity in relationship management subjects, especially their leaders, objective solutions to problems in the conservation and development of the unique heritage of the archipelago;

• c)    the harmonious development within the local community, the involvement of local people in the development and implementation of strategic plans for development of the area;

• d)    strengthening the regulatory role of the relevant federal and provincial governments;

• e)    to ensure favorable conditions for attracting investments to Solovki..

The decision facing the Solovki problems requires a deep analysis of the situation, compromise, and perhaps outsourcing professionals. Domestic actors should sit around a table and work out a common strategic plan for the territory, based on the common interest of preservation and development of natural, cultural and spiritual heritage of the Solovetsky Islands. In any territory there are always a few subjects, each of which has its own goals and interests, therefore, in our view, the concept of management of the Solovetsky archipelago should include the organization of a special focal point for the strategic development of the area. The formation of such a center in an orderly relationship of partners from the principle "with each other" to the principle of "partner -Center - partner" that provides access to the transparency of business relationships and create investor confidence. Establishment of the center will generate a set of effective interactions of subjects protected area management.

The structure of the focal point of the territory management (Board of Trustees) to be flexible, providing topical solution of concrete problems, that is project-oriented. Unit within the center may be set up and disappear as the demand for their services. The following main functions of the center:

• a)  the development of the mission and goals of the Solovetsky Archipelago;

• b)  coordinating the interests and objectives of all the "forces" that are in the area, finding

ways to reconcile in the context of the overall development;

• c)    providing spiritual and moral content of all of the activities with the special mission of the Solovetsky Islands as a major spiritual center;

• d)    monitoring the resources of the territory;

• e)    explore and protect unique historical, architectural and natural monuments in the area;

• f)    the interests of the residents living in the area, their involvement in the development of the region, improving their standard of living.

• g)    The participation in the development of a strategic (long-term), medium-term and operational plans for development of the area;

• h)    development of local target programs, business plans for investment projects;

• i)    the organization and support of programs and projects, operational control;

• j)    to provide marketing services to local producers of all forms, especially small businesses;

• k)    to attract scientific potential, innovation;

• l)    commercial activities to support the development of resources;

• m)    financing activities to raise funds and create development fund.

The concept of the management of the protected areas involves the development of the following systems: information, market research, planning, organization, control. Coordinated work of these systems is not possible without the coordinating center. Thus, the main function of the center is to provide a comprehensive socio-economic and cultural development of the area.

In general, it should be noted that the management of the territory of the Solovetsky archipelago includes the development and the implementation of the development programs in the following areas:

• 1)    a restoration of monuments of history and architecture for their subsequent use for its intended purpose;

• 2)    improving the quality of life of the local population, the improvement of the village, "Solovki";

• 3)    the limited development of tourism with the natural environmental and spiritual factors;

• 4)    the formation of a positive image of the area as conducive to the development of religious, cultural and eco-tourism in the Arkhangelsk region.

In developing the model of the Solovetsky Archipelago, remember to integrated development of the territory. It is impossible, for example, to attract tourists, without providing a high standard of living of the local population and the improvement of the village, it is impossible to carry out the restoration of monuments, oblivious to the fact that this ancient monastic sanctuary, and vice versa, to produce a rough repair the unique monuments of history and architecture of the monastery purposes without the relevant scientific research and measures for their conservation and restoration.

Strategic marketing analysis of the territory can be performed using various techniques. To identify issues of territory and determine their possible solutions are market research. It is also widely known approach is the American specialist in strategic marketing, J. Dai [9, p. 29-30], based on the analysis of the "4A", which implies study of four blocks of management decisions: arena, advantage, access, activity, or, in Russian, "Arena" (strategic area management), the "advantage" (competitive advantage) , "access" (the output characteristics of the selected segment of the market), "activity" (the range and scope of activities). The projection of this approach to the territory of the Solovetsky archipelago to more closely define the area of the strategic decisions that need to be taken to implement appropriate programs for the development of the area.

Strategic area of management is limited to the territory of the Solovetsky Islands. It should be remembered that the Solovki - a special closed world where there is not only a special natural micro-climate, the special customs and traditions, but also the special mentality of local residents, a special life of the monastery. It should be noted that, despite such variety of different subjects, Solovky - an integrated system, so any effect on the administrative one of its elements significantly affect other elements. Thus, the development of the territory of Solovki is impossible without considering the specifics of the monastic life and plans for active monastery, as well as improvement of the village, "Solovki" and to improve quality of life of local people.

Strategic management area is not uniform. Through market segmentation (or more correctly in this case - the site) Solovetsky archipelago of all visitors to this area can be divided into the following groups:

• 1)    tourists - visitors of the Solovetsky islands, most of which are recreational and study purposes. Marketing research has revealed visitor profiles Solovetsky archipelago ⁵; Solovetsky islands are visited slightly more men (52%) than women (48%), which is probably related to transportation, household difficulties in visiting the islands, as well as historical features of the islands as a men's spiritual abode. Dominated by tourists aged 18-30 years (46%), in second place - at the age of 31-44 years (26%), the third - 45-60 years (14%). Children under 12 years do not take part in the survey. Figure 4 shows the distribution of all age groups.

Pic. 4. Aged groups of the tourists, who are visiting the Solovki.

Most of the tourists are married (46%), 44% - never married, 10% - divorced. 24% of respondents come to Solovki with children. Thus, the Solovetsky islands are visited by both women and men with a slight predominance of the latter at the age of 18-44 years, the majority of whom are married (married) or have never been married. According to geographical criteria tourist flows is as follows: 68% - Moscow and Moscow region (the latter - 6%) 10% - St. Petersburg, 8% - Arkhangelsk, 14% - other regions (Karelia, Vladimir, Novosibirsk, Dnipropetrovsk and etc.). Most tourists come to Solovki with family (40%), friends (38%) and in an organized tourist group (30%). Only 8% come alone. Most of the tourists come to Solovki for the first time (86%) and would like to visit the island again (92%), 14% have previously visited Solovki, and only 9% did not want to re-visit the archipelago. 96% of the travelers spend on Solovki more than one day, an average of 3-5 days, although some (6%) retained on the island for up to 10 days;

• 2)    "special visitors" - Solovetsky Islands Visitors interested in active learning and the development of the area: researchers, scientists, students, and graduate students, participants in conferences and symposia, government and business representatives. So, Solovki is regularly visited for research staff and students of the Pomeranian State University named after MV Lomonosov Moscow State Institute of International Relations, is stationed on the islands research base PINRO. Russian President Vladimir Putin visited Solovki in 2001, regularly visited the islands of senior officials from various ministries and departments of the Russian Federation. It should be noted that the cultural-historical and natural potential of the island is huge, and in constant need of qualified personnel to carry out a variety of the research and work in the archipelago. And this requires financial, legal and information support specialists and research teams;

• 3)    "seasonal workers" visited Solovetsky Islands mainly in the summer for a longer period of time -from 1 to 6 months - this is the tour guides, archaeologists, restorers, student construction brigades, waiters, maids, cooks and other professionals and workers. During the summer season Solovki attend an average of 30,000-40,000 tourists and pilgrims, local residents can not meet the need for qualified personnel and, therefore, require additional staff to serve the guests. However, it should be noted that, as shown by the same marketing research, most tourists are not satisfied

with the level provided to them on the islands of service that defines the problem of the organization of the system of training and professional development of seasonal workers;

• 4)    The "pilgrims" - Solovetsky Islands Visitors who have religious purposes. Pilgrims visit the Solovki as the spiritual center of Russia and served mainly Orthodox religious organization of the Russian Orthodox Church "Holy Transfiguration Solovetsky monastery." The pilgrims as well as tourists spend on the islands in an average of 3 days, the geography of their permanent place of residence even more extensive and include the territory of CIS countries (Ukraine, Belarus). In recent years there has been a tendency to increase the proportion of visitors pilgrims Solovetsky Islands, which is probably associated with increased religiosity and the revival of the Orthodox tradition in our country, as well as the fact that the price of the monastery tourist and excursion services are much lower than the prices for similar services offered museum.

3.  Seasonal

workers

openness of scientific information;

• -    Activation of the restoration of monuments;

• -    Intensification of archaeological and other studies;

• -    The organization of thematic scientific conferences and symposia throughout the year;

• -    Establishing a system of rewards the best scientific research;

• -    The establishment of partnerships with leading universities and other research organizations, the creation of representative offices in the Solovetsky archipelago.

• -    The organization of continuing education, training and certification of personnel;

• -    To attract the best talent from across the country;

• -    Improving the living conditions of accommodation and food workers;

• -    Payment of travel, accommodation and food employees;

• -    Develop a set of tangible and intangible incentives to increase the quality of work;

• -    The organization of recreation and leisure activities.

4. Pilgrims

• -    Training of the specialized personnel to serve the pilgrims;

• -    Flexible pricing;

• -    The opportunity to live and work at the monastery;

• -    Access to all holy sites, including the Inside the temple;

• -    Active participation in the rites of the Orthodox;

• -    The creation of specialized monastery of exposures;

• -    Cooperation with all stakeholders (the "forces"), at Solovki;

• -    Providing information on the activities of the monastery's pro-paganda spiritual heritage of Solovki;

• -    Publication of newspapers, magazines and books;

• -    Activation of the Solovetsky monastery town houses;

• -    Closer cooperation with the Patriarchate and the diocese.

Segmentation of the territory of the Solovetsky Islands allows you to split the strategic economic zone on the territory of four blocks, each of which is necessary to develop appropriate measures to optimize the reception and maintenance of each specific category of users (see Table 1.).

Table 1

Measures to optimize the maintenance of the different types of the visitors

On the Solovetsky Islands The segment Measures to optimize the maintenance of the territory

For the segments	The major direction – is to strengthen the spiritual component in the interaction with the visitors Solovki, increase the role of the monastery as a spiritual center of the historical development of Russia in the archipelago. Other activities: -    The organization of catering; -    The opening of a new affordable accommodation; -    Improving roads; -    Improving the delivery system users (reconstruction of the runway, the introduction of new boats).
1. Tourists	-    Expand the range of selling souvenirs, books about Solovki; -    If possible, do not raise prices for travel services; -    Optimize the performance of the tour desk; -    Develop specialized tours for children and teenagers; -    To create a more comfortable environment for older people coming to Solovki; -    To update the information on the Internet; -    To increase the level of the service; -    Provide an opportunity for active recreation; -    Increase the number of the expositions and exhibitions, to make them more impressive design; -    Increase the number of signs, information boards; -    Organize parties, concerts, presentations and other events in Solovki;
2.    «Special tourists»	-    To improve the technical equipment, active use of modern technology; -    To arrange temporary special exhibitions from the museum, as well as funds from other museums and private collections; -    The release of scientific publications, the ability to publish articles; -    The creation of an integrated information center of scientific research, the

It should be noted that it is necessary to coordinate all measures to optimize the service of visitors each other to resolve the contradictions in order for all segments of the territory. So, holding noisy parties and concerts for tourists may cause dissatisfaction among the educated monastery. In this case it is necessary to find a compromise and to arrange such as religious festivals, concerts and festivals spiritual orientation.

Further analysis of the area using a technique J. Dai involves identifying the competitive advantages of the area. Solovetsky Islands is not much in need, being a kind of monopoly in the Arkhangelsk region in quantity and quality within their territory of historical, architectural and natural resources of global importance. In addition, the Solovetsky Islands - a monument of Russian spiritual culture of the North, where there is one of the most famous monasteries in the country, as well as a monument to the era of the gulag: In Soviet times, the islands was organized is the first and largest in our country is a concentration camp. Thus, the competitive advantages of the Solovetsky Islands are determined in their territory unique natural and ecological, historical, cultural, spiritual, and the moral resources, which can be used in the educational, tourist and recreational, educational, scientific and other purposes. In this regard, the Solovetsky archipelago is the most important by the Centre of the socio-economic development of the Arkhangelsk region.

The next element to the analysis by the method of J. Dai - the availability of the territory, which we propose to consider three aspects: physical access, information access, legal access. Physical access to the territory of Solovki is limited due to the fact that it is quite remote islands in the White Sea. So, in the winter time you can get on the Solovki only by small aircraft (AN-24, A-410), carrying out flights from Arkhangelsk. According to the marketing research, the main form of transportation that tourists get to Solovki - rail and sea (80%), due to the low cost and availability, followed by sea transport (9%), other (7%), road and sea - 4% (see Fig. 5). Thus, the majority of the tourists come to Solovki through Karelia (Kem), while the Arkhangelsk region is only about 12, 5%.

Information access is associated with the ability to produce accurate and timely information on the Solovki. In terms of sources of information on the Solovetsky Islands market research revealed the following results. Most tourists have long been aware of the Solovetsky Islands (60%), many have received information from their friends (26%), and 22% of the tourists found it via the Internet, which is quite natural, as the museum and the monastery regularly update their Web sites. 8% of respondents learned about Solovki from the guidebook, 6% - from travel agencies, 4% - on TV, 2% - from newspapers, 8% chose the option "other" (books, maps, parents, etc.) (see Picture 6).

Pic. 6. The resource information about the Solovetskiy Archipelago.

The great importance for the development of any territory has legal control of its activities. In this regard, it should be noted that our country has not yet adopted a law on the functioning of conservation areas. The contradictions that arise between domestic actors Solovetsky Islands can not be solved in a legal way. The main problem of this area lies in the political and legal level and is associated with the necessity of making public authorities relevant legal acts regulating the activities of museums, nature reserves and protected areas in general.

The types and the extent of the Solovetsky Islands are diverse and vary according to the category of visitors, has to work the subject of management (see Table. 1.). The number of visitors to the Solovki must be strictly controlled in accordance with the natural and ecological, landscape, spiritual and cultural requirements, and restrictions imposed by the specific protected area. With all of these requirements and restrictions should develop performance standards of tourists and pilgrims who have access to Solovki, without prejudice to the sustainable development of the area. The number of pilgrims increases due to the rising power of the Russian Orthodox Church in Russian society, with the strengthening of the position of the monastery on the Solovetsky Islands. Regarding the seasonal workers who come to Solovki, should develop a strategy to improve their quality, that is, enhance their professional skills, and self-consciousness: they must be aware of their mission and role of employee’s specific and unique territory. And no less important task - to draw a "special guest", which will lead to increased research activities on the Solovetsky Islands in the formation of new knowledge and, consequently, to ensure a stable environment for the strategic development of the area.

Thus, the strategic development of a unique territory Solovetsky Islands is possible only if a wide range of problems and contradictions facing internal and external actors control the territory. To solve these problems and to ensure sustainable development is recommended to use the mechanism of strategic partnership, which involves a comprehensive analysis and segmentation of the site, development of the mission and setting common goals of development, and the development and implementation of appropriate programs for the integrated development of the Solovetsky Archipelago. Contradictions of various Solovetsky "powers" necessary to smooth through the establishment and the operation of a single focal area management and establish a system of the partnership of all organizations interested in the sustainable development Solovetsky Islands.