Strategic positioning of the balneological potential of the resort areas of the Perm krai and the Republic of Bashkortostan based on the analysis of the competitive environment

The problem of building an effective positioning system of the sanatorium-resort complex, taking into account the medical profile based on the territorial resource potential, is one of the necessary measures for the development of competitive advantages in terms of supporting domestic tourism during the pandemic. The purpose of the study is to develop recommendations for the strategic positioning of the balneological potential of resort areas based on the analysis of the competitive environment. The objects of the analysis were selected two regions of the Volga Federal District: Perm Krai and the Republic of Bashkortostan, which traditionally occupy leading positions in key financial and economic indicators of the development of resort medicine. The article analyzes the sanatorium and resort activities, recreation, marketing and restorative medicine of the Perm Region and the Republic of Bashkortostan in comparison with geographically close competitors. The balneological potential of the regions is quite diverse and can be widely used in sanatorium-resort treatment, rehabilitation and prevention of diseases, but its positioning is not effective, it is carried out in the form of separate measures, there is no consistency, strategic priorities for the development of health resorts are not taken into account. The results of the analysis revealed the need for a systematic approach to the development and selection of promotion tools based on the analysis of the competitive environment.