CHAPTER 1. CLUSTER APPROACH TO RESEARCH AND REGULATION OF TOURISM BUSINESS.

1.1 The essence and specifics of the tourism business.

1.2. Cluster analysis of tourism activities in the region.

1.3 Cluster approach to regulate the development of the tourism cluster

CHAPTER 2. IDENTIFICATION AND ANALYSIS OF THE TOURIST CLUSTER.

2.1 Methodology for researching a tourism cluster.

2.2. Identification of the Baikal tourist cluster.

2.3. Current state of the Baikal tourist cluster.

3. METHODOLOGICAL BASIS FOR THE FORMATION OF TOURIST CLUSTER STRATEGIES.

3.1 Assessment of methods for regulating Russian tourism clusters.

3.2 Development of methodological foundations for the formation of tourism cluster strategies.

3.3. Development of key directions for the development strategy of the Baikal tourism cluster.

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Introduction of the dissertation (part of the abstract) on the topic “Cluster approach to regulating tourism in the region”

Relevance of the research topic. Tourism is currently characterized as one of the most profitable and dynamically developing areas of the world economy. It accounts for 10% of the world's gross product. At the same time, tourism has a constant growth dynamics, which means that the demand for tourism services will only grow.

According to the forecast of the World Tourism Organization, by 2020, Russia may enter the top ten countries whose tourism products will be most in demand in the global tourism services market. In order for the forecast to come true, effective state strategy development tourism business in Russia, capable of turning it into the most competitive sector of the country's economy.

IN last years main development tool economic strategies in countries with a high level of competitiveness, a cluster approach has become available. The cluster strategy is based on identifying existing and potential clusters, determining the degree of their competitiveness, measures to improve the business climate and investment activity in promising clusters. According to experts, the application of just such a policy in Finland led to the primacy of this country (based on the results of 2003-2005

1 About gg.) in the ratings of promising and current competitiveness. Russia took only 70th place in these rankings. Therefore, the concept of cluster development should become the basis of modern industrial policy Russia, in general, and tourism business development strategies, in particular.

The positive thing is that individual elements cluster policy began to be used in the development of state regional policy in the field

1 Growth Competitiveness Index - an index of promising competitiveness that evaluates opportunities for economic growth countries within 5-8 years. The index consists of three subsections: quality of the macroeconomic environment; the state of state and public institutions of the country and the level of technological progress in the state and readiness for innovation.

2 Business Competitiveness Index - an index of “business competitiveness” that reflects the current situation in the business environment of the tourism country in question. Thus, in the Program of Socio-Economic Development of the Russian Federation on medium term(2005-2008), among the goals and objectives of regional policy, the need to “carry out a policy to identify and develop economic clusters at the territorial level” was stated. As part of the implementation of this program, it is planned to create a special recreational zone of the Baikal natural territory, which in essence is an emerging regional tourist cluster.

The development of a tourism cluster requires integration from its participants, and from the state - support not for individual business structures, but for projects that realize the interests of all participants in the regional cluster. The Russian government is already taking the first steps in this direction. At the same time, the application of the cluster approach is hampered by the lack of methodological developments for the study of tourism clusters and the formation of state policy to support them. The creation of such methods will simplify and intensify the work of state and local authorities to implement cluster policy for tourism development in the regions of Russia.

The degree of development of the problem. In Russia, issues of tourism, tourist services and regulation tourism industry such economists as I.T. Balabanov, V.G. Gulyaev, M.B. Birzhakov, R. Braimert, R. Barton, V.A. Kvartalnoe, A.A. Romanov, V.B. Saprunova, B.C. Senin, B.A. Soloviev, A.D. Chudnovsky. The problems and prospects for the development of tourism in the Irkutsk region are systematically presented in the works of M.A. Vinokurova, A.P. Sukhodolov and N.N. Danilenko.

The founder of the cluster approach in economics is M. Porter, who outlined the main ideas cluster analysis in the book "Competition". Among domestic scientists, developers of the cluster approach, it is necessary to note the works of T.E. Ambrozevich, A.N. Asaula, A.V. Vilensky, M.A. Sazhina.

Despite the fact that quite a lot of scientific research has been devoted to the problems of tourism development in the country and regions, cluster studies of the tourism industry are practically absent. Thus, there is a need to develop theoretical and practical aspects of applying the cluster approach to considering the structure, problems and prospects for the development of tourism clusters, as well as methods for their regulation.

Purpose and objectives of the study. The purpose of the dissertation research is to develop theoretical and methodological recommendations on the application of a cluster approach to the study and regulation of tourism business.

The implementation of this goal required solving the following tasks:

Determine the specific features of tourism services that prove the need for a cluster approach to their regulation;

Identify features that allow you to identify a tourism cluster and determine its differences from a simple set of enterprises in the tourism industry;

Consider the typical structure of a tourist cluster and classify tourist clusters on the most significant grounds;

Highlight the basic principles of the cluster approach in relation to the regulation and support of the tourism cluster;

To propose a methodology for studying a tourist cluster and test it using the example of the Baikal tourist cluster;

Formulate methodological foundations determination of tourism cluster strategies.

The object of the study is a tourism cluster - a group of geographically localized interconnected companies, providers of specialized services, infrastructure, educational centers and other organizations that complement each other and are focused on satisfaction public needs in tourism and recreation.

The subject of the dissertation is methodological approaches to the study and regulation of tourism clusters.

Theoretical and methodological foundations. The theoretical basis of the study was the works of domestic and foreign scientists devoted to the study of clusters, tourism, and state regulation of the tourism services sector.

Methodological basis The research included a systematic approach using the techniques of economic and statistical analysis, the method of generalization and synthesis. The systematic approach made it possible to most fully consider the essence of the tourism cluster as an open system consisting of many elements - travel companies, specialized providers of services and goods that interact with each other and with the external environment.

The regulatory framework for the study was made up of laws and regulations of the Russian Federation, the Irkutsk region and the Republic of Buryatia in terms of their application to the topic under study.

The most significant results of the dissertation research:

1. The basic principles of the cluster approach to the regulation and support of tourism clusters are formulated, which simplifies the analysis of the existing practice of state regulation of tourism in a country or region.

2. A methodology for studying tourist clusters is proposed, consisting of three stages: determining the presence of a tourist cluster on the territory; its identification; studying the state and maturity of the cluster. The methodology allows us to identify the main trends and problems of cluster development, and is the stage preceding the development of strategies and the adoption of informed decisions and measures.

3. Based on the author’s methodology, the Baikal tourist cluster was identified and analyzed: a matrix of the Baikal tourist cluster was compiled and factors influencing the development of this cluster were identified.

4. The types of tourism cluster strategies (strategies of predominantly extensive growth and strategies of predominantly intensive growth) and approaches to their formation (implementation of the “top-down”, “bottom-up” strategy and a mixed approach) have been identified and described. The implementation of the proposed strategies makes it possible to most effectively increase the competitiveness of the tourism cluster.

5. Key directions for the development strategy of the Baikal tourism cluster have been developed. To accelerate the extensive growth of the cluster, practical recommendations are proposed to solve its three main problems: reducing the seasonality of demand, eliminating the bottlenecks of the cluster and developing infrastructure to the level required by the cluster.

Scientific novelty lies in the development and substantiation of theoretical and methodological provisions that allow for a cluster approach to the study and support of tourism development in the region.

Main elements of scientific novelty:

1. The signs of the presence of a tourist cluster on the territory have been clarified and expanded, and its main characteristics have been determined: structure, geographic boundaries and cluster frame. Signs of a cluster can be used to prove the presence of a cluster in the region, and the main characteristics form the basis for analyzing the state of the cluster, establishing its unique features and competitive advantages.

2. A classification of tourist clusters has been developed, which differs from existing classifications on the basis proposed by the author: based on the specifics of the geographical framework of the cluster (“ribbon”, “star” and “dispersed” clusters) and territorial location (intercountry cluster, country-cluster, regional cluster ). The classification allows us to identify the competitive advantages of a tourism cluster, features and problems of its functioning.

3. The characteristics that determine the degree of maturity of a tourism cluster are identified, with the help of which the cluster is classified as “underdeveloped” (growth stage) or “developed” (maturity stage). It has been established that a cluster at the growth stage is characterized by high growth rates of tourist flow; presence of bottlenecks in the cluster structure; deformation of the geographical frame; underdevelopment of communications; pronounced seasonality of demand and inconsistency in the actions of cluster participants.

The practical significance of the results obtained lies in the possibility of application by state and municipal authorities of the methods and recommendations proposed in the dissertation when developing tourism development programs in the territory.

The use of the proposed developments will create conditions for the development of tourism clusters in Russia in general, and the Baikal tourism cluster in particular, which will help strengthen their position in the global tourism services market.

Approbation of results. Based on the results of the study, 6 scientific papers with a total volume of 1.8 pp were published. The main results of the dissertation were presented at the conference " Government regulation and sustainable development of municipalities" (Irkutsk, March 2004); at the international scientific and practical conference “Socio-economic problems of forming a new economy in Russia” (Irkutsk, May 21, 2004); at the conference “Cluster approach to regulating regional development” (Irkutsk, March 2006). The dissertation materials were used in preparing the Concept for the International Winter Games Festival on Lake Baikal - “Zimniada” and developing the organizational scheme of this festival.

Structure and content of the work. The dissertation consists of an introduction, three chapters, a conclusion, a list of references, including 123 titles and 4 Appendices. It contains 163 pages of typewritten text, illustrated with 13 drawings and 17 tables.

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CONCLUSION

The purpose of the dissertation was to develop theoretical and practical recommendations on the application of a cluster approach to the study and regulation of the tourism services sector. Consistent implementation of the study allowed us to obtain certain scientific results and draw the following main conclusions:

1. Tourist services have features characteristic of the entire service sector: intangibility, inconsistent quality, non-storability, occurrence during their provision. They also have some features related to the specifics of tourism as a sector of the economy: seasonality of tourism services; consumer participation in the service creation process; the need for the consumer to overcome the distance separating him from his residence to the place of consumption of the service; strong dependence of the quality of tourism services on external factors; intersectoral nature of tourism activities; territorial localization of suppliers and enterprises related to tourism industries. It is the intersectoral nature of tourism and its territorial localization that necessitates the consideration of tourism activities from the perspective of a cluster approach.

2. The work suggests signs that allow us to judge the presence of a tourist cluster in the territory. According to the author, these should include: territorial localization of recreational companies; availability of unique tourism resources; presence on the territory of tourist organizations selling competitive tourism products; the existence of an infrastructure sufficient to organize tourism activities; presence of sustainable economic ties between organizations focused on meeting public needs for recreation; the ability of travel agencies in the territory to attract tourists who are highly demanding in terms of the quality and composition of tourist services; as well as the presence of state and public institutions to support tourism activities in the region.

Signs are necessary to prove the presence of a cluster in the region and can be used in the study of the state of the cluster.

3. The work defines a typical cluster structure. It consists of the “cluster core” (tour operators); the basics of the cluster (enterprises providing tourists with transport services, food, hotel services, recreation, treatment and entertainment); related enterprises serving the cluster; cluster infrastructure. The activities of cluster firms are carried out in a certain economic, political, sociocultural and natural environment. Analysis of the structure of the cluster and its external environment forms the basis for studying the state and economic development of the tourism cluster.

4. Two classifications of tourism clusters have been developed. One of them is based on dividing clusters according to the specifics of the geographic framework (“ribbon”, “star” and “dispersed” clusters), the second - according to territorial location (intercountry cluster, country-cluster, regional cluster). The analysis of Russian and foreign tourist clusters made it possible to formulate the characteristics of an underdeveloped and developed tourist cluster, on the basis of which it is possible to study the cluster and determine the level of its development. The main features of the cluster approach to regulating and supporting the tourism cluster are identified.

5. Based on the theoretical developments of the first chapter, a methodology for studying a tourism cluster is proposed, which consists of three stages. During the analysis it is necessary to: prove the existence of a tourist cluster; identify the cluster; determine its condition and degree of development. The technique is necessary to obtain information about current state cluster, problems and factors of its development, which can then be used in the development government programs support of tourism clusters.

6. The proposed methodology was tested on the example of the Baikal tourist cluster. At the first stage, the presence of this cluster on the territory of the Baikal region was proven; at the second stage, the Baikal tourist cluster was identified. The characteristics of the cluster are identified that distinguish it from other tourist clusters. According to the author, such features are: the large territorial extent of the cluster; the presence of a unique natural object - Lake Baikal; the location of the Baikal cluster at the intersection of transit corridors connecting the western and eastern regions of Russia, as well as Russia with the countries of the Asia-Pacific region; remoteness of the cluster from markets; tourist multifunctionality of the Baikal cluster; “hard” geographical framework of the cluster; as well as harsh climatic conditions. These features create the unique appearance of the Baikal tourist cluster, which in general has great prospects for development.

At the third stage of the study, an analysis was carried out current state Baikal tourism cluster and the problems of its development are identified. The main problems hindering the development of this cluster are: the pronounced seasonality of tourism activity in the region; lagging infrastructure development compared to the needs of the cluster; presence of a bottleneck - accommodation enterprises located in the centers tourist flows cluster (Irkutsk, Ulan-Ude). A matrix of the state of the Baikal tourist cluster has been compiled, internal and external factors, which have both a restraining effect on the cluster and contribute to the development of the Baikal tourism cluster.

7. An assessment of methods for regulating Russian tourism clusters was carried out. The study determined to what extent the existing public policy corresponds to the main features of the cluster approach.

8. Types of tourism cluster strategies have been developed. Depending on their initiator (business community or government bodies authorities), they are divided into strategies implemented “from above”; strategies implemented “from below”; and mixed strategies. The use of another type of strategy (mainly extensive growth or predominantly intensive growth) depends on the degree of maturity of the tourism cluster, since at different stages of development the cluster has different restrictions on demand and supply, as well as growth potential. For the Baikal tourism cluster, the main directions of its development strategy have been proposed, including recommendations regarding three key problems (reducing seasonality of demand, eliminating bottlenecks of the cluster, infrastructure development). Overcoming these obstacles will increase the competitiveness of the Baikal cluster in the global market of tourism services and give its growth a more dynamic character.

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Many people have probably heard the term “cluster” in economic sphere. But not everyone knows and understands its exact meaning. This concept also applies to.

Definition

A tourism cluster is an association of organizations providing services in the field of tourism. It includes small and large firms that constantly interact with each other. They are located on a single territory within one region. The work is carried out both internally (travel within the country) and externally (travel abroad).

Why are such associations needed?

The tourism business has a significant impact on the country's economy. Therefore, its importance cannot be underestimated. For dynamic developing countries tourism becomes a criterion for the growth of economic indicators.

Tourist clusters in Russia today are created with the aim of creating competitive tourism services, while using modern technologies business.

Compound

The structure of clusters is a hierarchical system. The leading link is the management company. The state transfers to it the authority to manage certain economic territories. Relationships are based on partnership. Depending on the direction of development of the tourism cluster, financial support is provided in the required amounts.

The management company, in turn, regulates the work of the following divisions:

• tour operators;
• travel agencies;
• organizations providing guest accommodation services (hotels, boarding houses, sanatoriums and others).

The next level of the hierarchy is:

• transfer companies;
• catering establishments (restaurants, cafes, bars, etc.);
• places of leisure and recreation (parks, Sport halls and venues, cinemas and others);
• retail outlets with souvenirs;
• transport repair facilities.

Goals

On state level there are tasks presented to such associations. In this case, a tourism cluster is the concentration of tourism components in a country. That is, it is assumed that the state will become the center of world tourism.

It is also assumed that due to large formations, the work of enterprises included in the cluster will become more efficient. There will be the development of new directions, the inclusion of innovative systems and technologies.

The creation of a cluster creates a picture of the region and its prospects, stimulates the promotion and creation of new elements within the structure.

And cultural and tourism associations will help draw attention to the problems of preserving values. For Russia, the creation of tourism clusters will be an impetus for improving the quality of tourism services.

Varieties and types

Depending on the tourism focus, various types are distinguished: entertainment, museum, resort, environmental and other clusters.

According to scale parameters, regional, local, national and transnational associations (clusters) are divided. Larger ones can occupy large areas and influence adjacent structures. Clusters are formed either by intended purpose, or it is a historically established structure.

Russian experience

In July of this year, it was decided to form 17 tourism clusters in our country. The creation is planned in such regions as Dagestan, Udmurtia, Karelia, Komi, Mari El, as well as Transbaikal and Krasnodar territories. Areas for the introduction of such associations will be:

• Novgorodskaya;
• Bryansk;
• Volgogradskaya;
• Tula and others.

Baikal and surrounding areas have good potential. They are interesting from the point of view of ecotourism. In turn, the formation of large associations in this zone will help improve the standard of living of the local population and will be an impetus for the development of industrial structures. It is planned that the Transbaikal zone and new tourist clusters will become the center of world tourism.

The regions of the Vologda and Moscow regions have good prospects. Ancient noble estates, architectural and historical monuments - all this can arouse interest from representatives of other states. It is only important to bring tourism to a decent level.

The creation of clusters in regions such as Karelia and Altai will also increase their tourist attractiveness on the international stage.

As you can see, the formation of such associations ensures effective interaction and development of the tourism industry. The region in which the tourism cluster is located and the cities that are part of it will definitely receive an impetus to develop their infrastructure and improve the standard of living of the population. There is a need for a coordinated approach to activities, the formation financial base(by attracting sponsorship funds or government support), as well as the orientation of all components of the cluster towards self-development.

Annotation. The article discusses a cluster approach to the sustainable development of tourist destinations. The concept of “regional tourist cluster” and its characteristics, as well as signs of the formation of a tourist cluster, are considered.

Keywords: tourist destination, cluster, regional tourism cluster, cluster approach, sustainable development of a regional tourism cluster.

Currently in economic research In regional tourism, the so-called cluster approach is developing quite rapidly. The need to maintain and develop tourism clusters is noted in almost all documents strategic development tourism sector, actively developed at both national and regional levels of management. In this regard, the problems of identifying (identifying) tourist clusters, assessing their impact on the regional economy, as well as managing the development of cluster formations in the field of tourism are becoming increasingly relevant.

Many outstanding scientists have been involved in scientific research in the field of clusters. Authors, depending on the context of the study, interpret the definition of the concept of a cluster differently. The founder of the cluster approach in economics is M. Porter, who defines a cluster as “a group of geographically adjacent interconnected companies and related organizations operating in a certain area, characterized by common activities and complementary to each other.”

One of the first scientists who tried to apply the concept of an industrial cluster to the tourism sector was M. Monford. The concept of a tourism cluster, according to M. Montford, includes the following aspects:

Services provided by tourism enterprises or businesses (accommodation establishments, restaurants, cafes, travel agencies, water and theme parks, etc.);
- wealth (pleasure) obtained as a result of vacation and recreation;
- multifaceted cooperation of interconnected companies and industries;
- developed transport and communications infrastructure;
- complementary activities (commercial allocations, recreation traditions);
- supporting services (information);
- natural resources and institutional policies.

While M. Monford paid attention to the characteristics and components of a cluster, M. Beni emphasized the connection between agencies, cooperation, externally observed in the form of networks in defining a cluster.

“Tourist cluster is a group of tourist attractions on a limited geographical area, ensured by a high level of infrastructure and service development, with well-established social and political connections, as well as well-functioning management in companies that form networks for the production of tourism services, providing strategic competitive and comparative advantages".

A. Rodriguez considers the relationship between enterprises and institutions in the tourism cluster in two directions:

1. Horizontal connections. Creation of strategic alliances, where agreements can be of two types: on the one hand, agreements between enterprises producing homogeneous products (same economic activity) among enterprises operating in the field of accommodation, entertainment, transport services and catering establishments. On the other hand, agreements can be concluded between firms offering a heterogeneous tourism product, forming various components of a complex tourism product (tourism service).
2. Vertical connections. Creation of strategic networks based on one-sided supplier-consumer relationships based on monetary and product exchange, where some partners are suppliers of the necessary service or products required by the other party according to an agreement on the principle of monetary remuneration.

A tourism cluster according to A. Rodriguez is a group of companies and institutions that produce a tourism product or group of products. These companies and institutions are concentrated geographically and have vertical connections (chains of companies producing tourism products) and horizontal connections (including industry, regulatory support, information exchange).

The theoretical justification of the tourism cluster and the possibility of applying this theory in practice was dealt with by S. Nordin (2003).

The benefits of cooperation between firms providing tourism services make it possible to effectively use the collective opportunities to create tourism services and contribute to the development of enterprises not directly related to this area. The creation of a tourism cluster leads to diversification and deepening of product specialization, reconstruction of shared infrastructure, and also provides the opportunity to benefit from the emergence of the possibility of discussion complex issues in close contact with suppliers (about the availability of necessary components).

In addition to the above advantages, cooperative networks contribute to the development of new models of the production process and organization, the exchange of technical and other market information, agreements for the purchase and sale of goods and services, and the development of a common marketing company. The interaction and synergy that emerges as a result of joint actions has a clear advantage over companies operating in isolation.

The configuration of a tourist cluster, according to S. Nordin, is (Fig. 1):

A complex of tourist resources that attract non-indigenous residents of the territory;
- concentration of companies aimed at satisfying tourist demand: restaurants, accommodation sector, transport services, crafts and travel agencies, etc.;
- sectors and industries aimed at supporting tourism services;
- environmentally friendly and cheap infrastructure (roads, fuel, sewerage, medical care);
- companies and institutions that provide the necessary qualifications to personnel, information support and financial capital;
- internal agencies organizing and implementing the cluster concept;
- government bodies regulating and coordinating structures influencing cluster formations.

Fig.1. Structure of the tourist cluster according to S. Nordin

The understanding of a tourism cluster proposed by S. Nordin - a manifestation of a systematic approach to the organization of tourism activities - is very close to the definition of a resort and tourism complex (RTC) by M.A. Abramov and many other domestic approaches.

The main difference between the tourism cluster and the CPC, on the one hand, is the innovative nature of the cluster’s activities and increasing the competitiveness of the enterprise, on the other hand, domestic approaches to organizing tourism are focused on the development of the territory and the industry itself as a whole, and this interpretation of the tourism cluster aims at the micro level - the development of an individual enterprises in the network chain, and only as a consequence territorial development. Only economic connections and network connections are considered; the interaction of the tourist cluster with the external environment (natural, social, cultural) is not taken into account.

The concept of “regional tourism cluster” and its characteristics. Under "regional tourism cluster" is understood as a form of tourism organization represented by a set of enterprises in the sphere of tourism services and related industries, united by horizontal connections, the synergy of which leads to an increase in the efficiency of functioning of the set as a whole and its individual enterprises, the emergence of an innovativeness effect, and helps to strengthen the intra- and interregional division of labor.

Cooperation between numerous economic entities related to the tourism industry or closely related to it, in conditions market economy leads to the formation of specialized formal or informal tourist clusters and districts. Lack of proper cooperation is holding back this process. The regional tourism cluster includes interacting economic entities in the field of tourism, related activities, management and coordination bodies, public organizations, and scientific institutes. The functional structure of a regional tourism cluster includes an institutional environment, an innovative environment and an environment for the production of tourism products. The functioning of the regional tourism cluster occurs in active interaction with the environmental, socio-cultural, economic and institutional environment. The structure of the regional tourism cluster in different regions differs in components depending on the territorial combination of recreational resources, prerequisites for concentration tourism enterprises various specializations.

Tourist clusters of various specializations in the territory have several development paths. Some disintegrate, others enlarge and grow. In conditions of high competition, tourism clusters are inclined to cooperate, carry out joint complementary activities, as well as partnerships with other industry clusters. This process characterizes the formation of a regional tourism cluster, which is determined by the presence of geographical, economic, social and infrastructural characteristics.

To analyze the process of formation of a regional tourist cluster in the study area, a scoring method based on a set of characteristics is proposed, which allows the use of not only qualitative analysis, but also quantitative analysis. Each group includes primary and secondary characteristics. Based on a set of primary characteristics, a regional tourism cluster is defined as an objectively existing entity. Secondary signs indicate the maturity of the cluster. Each primary characteristic is assessed by one point, secondary characteristics - 0.5 points. total amount points characterizes the stage of development of the regional tourism cluster, which corresponds to its typology based on genetic characteristics (Table 1).

Table 1.

Signs of the formation of a tourist cluster

Feature category	Primary signs (1 point)	Secondary signs (0.5 points)
Geographical	1. Localization and concentration of tourism industry enterprises in a relatively small area with natural, cultural, historical and other resources. 2. Intraregional tourist division of labor.	1. Rendering a significant influence on the regional tourism economy on the socio-economic structure of the region, stimulating regional development. 2. Development of related industries that ensure the functioning of tourism activities.
Economic	1. Increasing the share of tourism in the structure of paid services. 2. Activation of internal and external relations.	1. Consolidation of leaders in the tourism sector. 2. Formation of a favorable business and innovation environment that is attractive for partnerships. 3. Development of new tourist products and routes. 4. Understanding the individual competitiveness of cluster participants in the competitiveness of the entire cluster. 5. Significant increase in the share of tourism in GDP.
Social	1. Increase in the number of people employed in the service and tourism sectors. 2. Formation of the tourist labor market. 3. The creation of universities, scientific institutes, the opening of specialized faculties studying the sphere of service and tourism, training specialists in this area.	1. Getting the opportunity to choose a variety of recreational activities from the local population.
Institutional	1. Active cooperation of coordinating bodies, organizers of tourism activities with R&D. 2. Formation of public-private partnerships in the region in the field of tourism (financing, coordination, training).	1. Strengthening the role of the region as a tourist center at the national and international level. 2. Creation of an innovative regional tourism brand. 3. Active participation in exhibition activities.
Infrastructure	1. Development of tourist infrastructure (bicycle paths, piers, airports, etc.).	1. Development of engineering, social and environmental infrastructure.

The formation of a coordinating body within the cluster is an optional phenomenon, however, in the conditions of national continuity of management economic policy It should be noted that this stage is important not only for territorial development authorities, but also for businessmen themselves, because one of the most important functions of this body is to ensure dialogue between participants tourism process, educational and scientific centers, investors and entrepreneurs in related sectors of the economy.

The typology of a regional tourism cluster, in addition to genetic characteristics, is proposed to be carried out according to functional characteristics (reflecting the characteristics of functioning, specialization) and hierarchical characteristics (reflecting the rank of the tourist cluster and its role in the structure of the recreational economy).

Functional signs. The specialization of a regional tourism cluster is directly related to the sources, resources of its formation and the composition of its participants.

A regional tourist cluster is formed as a result of the merger of local tourist clusters on its territory. The emergence of such clusters occurs under the influence of the following factors and conditions:

Resource factors (natural, cultural-historical, labor, financial and land resources, availability of infrastructure) - potential for the development of specific types of tourism - determine the specialization of the cluster, provide for the specifics of complementary enterprises (agritourism cluster, health and wellness cluster, water sports cluster, etc.).

Activity factors (created as a result of human activity) - ensure the competitiveness of tourism activities due to the conditions created and implemented specifically in a given territory.

These include technological know-how in tourism, specific knowledge, skills and trades that determine the specialization of the territory. Moreover, the territory may not have resource factors; a cluster can be created on the basis of activity factors.

The process of formation and development of a regional tourism cluster is slowed down by limiting factors: economic, institutional, geographical, social and infrastructural. Identification of limiting factors helps to predict the process of formation and development of a regional tourism cluster, helps to choose the relevant (in accordance with the specifics of the region) position of the authorities in the formation of the cluster (conducting, non-interference, creating the necessary conditions).

Consideration of tourism organization based on the cluster concept allows us to propose new methods of destination zoning. The cluster approach to tourism development has two aspects: territorial and sectoral. Tourism can be considered as a natural catalyst for the development of the territory. Uncontrolled, unorganized development of tourism has negative consequences: it causes damage environment, leads to the destruction of cultural and historical heritage, and becomes a threat to the potential for tourism development in the territory.

At the same time, tourism is a source of income that contributes to the creation of new jobs, the development of the territory, and stimulates the development of social and environmental infrastructure. There is a relationship between the sustainable development of economic, socio-cultural, natural, institutional subsystems and the sustainable development of the tourism sector, which includes elements of all of the listed subsystems. With the sustainable development of tourism, there is a predominance of positive impacts on the natural, socio-economic environment over negative ones. For example, the territory is also a resource that provides additional competitive advantages to a tourism enterprise.

Excessive territorial concentration of tourism enterprises is often negative. The naturalness of the natural environment is lost, and therefore the main thing is lost competitive advantage. Thus, a connection has been identified between the sustainable development of a regional tourism cluster and its competitiveness, which moves from the lowest hierarchical level of the tourism cluster - microregional to the highest - macroregional.

This approach is developed on the basis of adaptation of the theory of the integration system of competitiveness, Porter's diamond of competitive advantages, the concept of sustainable development of economic, socio-cultural and environmental subsystems, a model of the influence of tourism on territorial development. Different approaches to organizing tourism activities have their advantages. In the conditions of a market economic system, it is important to apply a cluster approach that takes into account market mechanisms in the localization and cooperation of enterprises tourism industry and related industries.

Notes

1. Kostryukova O.N., Karpova E.G. Methods for identifying tourist clusters in the system of regional tourism // Problems modern economy. - 2011. - №4 (40).
2. Shepelev I.G., Markova Yu.A. Tourist and recreational clusters - a mechanism for innovative improvement of the system of strategic management of regional development // Modern studies of social problems (electronic journal). - 2012. - No. 3 (11).
3. Rodrigues A.B. Turismo rural: praticas e perspectivas. - Sao Paulo: Context. 2003.
4. Internet portal European tourism research institute. MID - Sweden University. URL: http://ekstranett.innovasjonnorge.no/Arena_fs/tourism-chistering-and-inno_etour0104.pdf (accessed September 18, 2009).
5. Mitrofanova A.V. Regional tourist cluster as a form of spatial organization of tourism (on the example of the Kaliningrad region): Author's abstract. dis... cand. geogr. Sci. - Kaliningrad, 2010.
6. Vasilyeva L.V. Organizational and economic mechanism for ensuring sustainable development of tourism in the region: Abstract of thesis... Cand. economy Sci. - St. Petersburg, 2006.
7. Porter M. Competition: revised edition / Transl. from English O.L. Pelyavsky, A.P. Urikhanyan, E.L. Usenko, I.A. Shishkina. - M.: Williams, 2005. - 602 p.

Tatyana P. Levchenko, Karine K. Kulyan, Margarita K. Kulyan. Cluster Approach to Steady Development of Travel Destinations

Abstract. The article is focused on cluster approach to steady development of travel destinations, considers the concept of “regional travel cluster” and its characteristics and the factors of travel cluster formation.

Keywords: travel destination, cluster, regional travel cluster, cluster approach, steady development of regional travel cluster.

Cluster approach to positioning in tourism

Annotation: This article discusses a cluster approach for the management and sustainable development of tourism in the region. The main advantages of using the cluster approach for private investors are shown.

Keywords: Tourism, positioning, cluster, cluster approach.

Abstract: In this article it is considered cluster approach for management and a tourism sustainable development in the region. The basic advantages of using the cluster approach for private investors are shown.

Keywords: Tourism, positioning, cluster, cluster approach.

Bunakov Oleg Alexandrovich
graduate student
Russian International Academy of Tourism

The development of territorial clusters in Russia is one of the conditions for increasing the competitiveness of the domestic economy and intensifying the mechanisms of public-private partnership.

Territorial clusters are an association of enterprises, suppliers of equipment, components, specialized production and services, research and development educational organizations, connected by relations of territorial proximity and functional dependence in the production and sale of goods and services. In this case, clusters can be located on the territory of either one or several constituent entities of the Russian Federation.

The concept of long-term socio-economic development of the Russian Federation, approved by Order of the Government of the Russian Federation of November 17, 2008 No. 1662-r, provides for the creation of a network of territorial production clusters that realize the competitive potential of the territories, the formation of a number of innovative high-tech clusters in the European and Asian parts of Russia.

Taking into account industry specifics, the following types of clusters are distinguished:
1. Discrete clusters include enterprises producing products (and related services), consisting of discrete components, including enterprises of the automotive industry, aviation industry, shipbuilding, engine building, and other industries machine-building complex, as well as organizations in the construction industry and production building materials. As a rule, these clusters consist of small and medium-sized supplier companies developing around assembly plants and construction organizations.
2. Process clusters are formed by enterprises belonging to the so-called process industries, such as the chemical, pulp and paper, metallurgical industries, as well as Agriculture, food industry and others.
3. Innovative and “creative” clusters are developing in the so-called “new sectors”, such as information technology, biotechnology, new materials, as well as in service sectors related to creative activities (for example, cinematography). Innovation clusters include a large number of new companies emerging in the process of commercialization of technologies and results of scientific activities carried out in higher education educational institutions and research organizations.
4. Tourist clusters are formed on the basis of tourism assets in the region and consist of enterprises from various sectors related to serving tourists, for example, tourism operators, hotels, the catering sector, souvenir producers, transport enterprises and others.
5. Transport and logistics clusters include a complex of infrastructure and companies specializing in the storage, maintenance and delivery of goods and passengers. The cluster may also include organizations servicing port infrastructure facilities, companies specializing in sea, river, land and air transportation, logistics complexes and others. Transport and logistics clusters are developing in regions with significant transit potential.

The goal of cluster policy is to improve the quality of socio-economic growth in the region by creating conditions for enhancing the competitiveness of economic entities forming regional clusters.
The criteria for the quality of socio-economic growth will be:

• high rates of economic growth in the region (higher than the national average);
• increasing the share of high-tech products in the total volume of industrial output in the region;
• increasing added value created in the region;
• strengthening the role of knowledge in production processes;
• increasing the level and quality of life of the population in the region (at a higher rate than the national average).

The implementation of a systematic approach to regional cluster policy will, in our opinion, ensure high rates of economic growth and diversification of the regional economy by increasing the competitiveness of enterprises, suppliers of equipment, components, specialized production and services, research and educational organizations that form territorial production clusters.

Purpose of creation tourism cluster– increase the competitiveness of the territory in tourist market due to the synergistic effect, incl. increasing the efficiency of enterprises and organizations included in the cluster, stimulating innovation, stimulating the development of new directions.

The central concept of the cluster is tourism resources; they play a decisive role in the development of tourism, because they are to a greater extent the main motive and reason for people’s participation in tourist trips.
The Law of the Russian Federation “On the Fundamentals of Tourism Activities in the Russian Federation” gives the following interpretation of tourist resources: “these are natural, historical, socio-cultural objects of tourist display, as well as other objects that can satisfy the spiritual needs of tourists, contribute to the restoration and development of their physical strength” .

The essence of tourism resources is that they are the basis for the formation of a tourism product, and, accordingly, the planning and development of tourism. Determining the types and specifics of resources determines the demand for tourism products and, indirectly, the formation and maintenance of the entire tourism infrastructure. Identification of tourism resources makes it possible to determine the necessary elements of the cluster. The uniqueness of tourist resources, local traditions and recreation culture influence the choice of the specifics of the tourist cluster, the process of its formation and the determination of the main tourist products.

Creation tourist (or tourist-recreational) cluster actually determines the positioning of the territory and influences the formation of the region’s image.

Participants in the tourism cluster, in addition to enterprises and organizations providing the production and sale of tourism products and services, can include representatives of the administration, research institutes, educational institutions, professional associations, public representatives, etc. A tourist cluster can be formed at the local (municipal) and regional levels. There are examples of interregional tourism clusters.

The development of tourist clusters in the territory goes through several stages: from the manifestation of initiative by representatives of the regional administration, business, local residents before formation management company, determining the strategic development of the territory (development of a comprehensive program for the tourism development of the region), implementing ongoing management, monitoring and further development on the principles of self-organization. The management company is an independent legal entity, in organizational principles which uses public-private partnership, i.e. The management company represents the regional administration and business structures, public organizations, etc.
Such a model allows taking into account the interests of all active participants in the tourism cluster, as well as ensuring sustainable socio-economic development of the territory.

The cluster organization of the tourism sector of the economy has clear advantages. For the administration, they are as follows: the number of taxpayers and the tax base increases (management centers for small and medium-sized businesses, as a rule, are located in the same territory as the business itself), a convenient tool for interaction with business appears, and dependence on individual businesses decreases. groups, there are grounds for diversifying the economic development of the territory.

With the help of clusters, authorities can more effectively use new market trends for the socio-economic development of the region, combining assessments within the cluster (as a cluster member) and understanding of external macroeconomic factors, socio-political trends and realities. The cluster approach provides authorities with the tools for effective interaction with business, a deeper understanding of its characteristic indicators and tactical tasks, and makes it possible to achieve targeted, real and motivated strategic planning resources of the region, development of territories.

The success of clusters strengthens and develops economic situation in the region, contributes to the economic growth of the region, therefore clusters have political significance for authorities, primarily in connection with the fulfillment of social obligations to the population.

Within the cluster, authorities can increase the effectiveness of initiatives to stimulate the activation of the private sector of the economy. For example, subsidizing training and retraining programs opens up new opportunities for entrepreneurs, workers and specialists; for business - the opportunity to really ensure the competitiveness of business in the future (personnel infrastructure is improved, infrastructure for research and development appears, costs are reduced, opportunities arise for more successful entry into international markets), the ability to share positive experiences and reduce costs by sharing similar services and suppliers.

Cost reduction occurs due to economies of scale, which manifest themselves in the cooperation of producers and consumers. This effect is also used outside cluster formations, however, the depth of coordination and close partnerships of cluster participants will make it possible to extract significantly more benefits in similar time periods. Clusters stimulate significant increases in labor productivity and innovation.

Constant interaction promotes formal and informal knowledge exchange, collaboration between organizations with complementary assets and professional skills.

For small and medium-sized enterprises, a cluster can significantly reduce the barrier to entry into markets for products and supplies of raw materials and labor. . Using the reputation of the cluster, small and medium-sized businesses receive new opportunities to access financial resources. The image of the cluster is transferred by partners external to the cluster and to individual enterprises.

The cluster provides entrepreneurs with new opportunities to systematize emerging problems and choose ways to overcome them. Using the influence and authority of the cluster, business and regional authorities can jointly look for ways to most effectively promote their initiatives through federal structures, including the preparation of bills and lobbying at the federal level for the passage of regional and industry initiatives.

According to N.V., the main problems of the formation and development of tourist clusters are: Shabalina, Deputy Dean, Associate Professor of the Department of Recreational Geography and Tourism, Moscow State University named after M.V. Lomonosov, today we can highlight the following:

• lack of professional tourism personnel capable of understanding all the advantages and benefits of this form of cooperation;
• low sensitivity of managers to innovation;
• lack of practice of strategic planning of tourism activities based on public-private partnerships;
• problems with regional infrastructure and transport accessibility of Russian regions;
• a fairly long period of “launch” of a tourism cluster (on average, about 3 years).

The presence of a regulatory and legislative framework for the formation of clusters significantly simplifies the procedure for organizing such formations at the local, regional and start-up levels. The success of clusters strengthens and develops the economic situation in the region, promotes the economic growth of the region, therefore clusters have political significance for authorities, primarily in connection with the fulfillment of social obligations to the population and the creation of favorable opportunities for the economic development of the region.

Thus, the development of the modern economy in the context of globalization stimulates the emergence of ever new forms of cooperation and integration both within national borders and beyond them. The search for ways to organize production and economic interaction that are adequate to rapidly changing conditions is aimed at optimizing the use of material and intangible resources, increasing production efficiency and increasing competitiveness in the domestic and foreign markets.

The deployment of new forms of production and its organization in the conditions of the formation of the knowledge economy and globalization is due to a combination of changes in the world system of economics, politics, culture and the strengthening of relevant interactions at the global, subregional, national and local levels.

Actively developing forms of economic organization and social interaction include tourism clusters. In the tourism industry, such an economic phenomenon as clustering is clearly visible. Tourist clusters are formed on the basis of tourism assets in the region and consist of enterprises from various sectors related to serving tourists, for example, tourism operators, hotels, the catering sector, souvenir producers, and transport enterprises.

Table 1 - System of interests of tourism cluster participants

Member of the tourism cluster	Participant's interest
Regional Administration	Growth in tax revenues to the budget system (increase in the number of taxpayers and tax base); - the emergence of new forms of interaction with business based on the principles of public-private partnership; - the emergence of real conditions for the diversification of economic growth in the region; - socio-political significance: tourism cluster as a form of social obligations to the population; - the ability to really effectively manage socio-economic processes in the tourism sector of the region;
Business sector	The emergence of new economic entities in the business sector; - growth of competitive forces and business activity business sector; - increasing the social responsibility of the business sector in the tourism sector in the region
"Third" sector	The growth of satisfied demand for social marketing needs in the tourism sector of the region
Household sector	Increase in satisfied demand for tourism services of the population in the region and beyond
All participants of the tourism cluster	Ensuring synergies, economies of scale, stimulating innovation, investment, growth of socio-economic efficiency of the tourism industry, development foreign economic activity tourism business entities

The process of forming a tourism cluster begins with the emergence of initiatives from various subjects - representatives of government management structures, business structures, and the local community. It involves the creation of a management company, the development of a strategic plan for the development of tourism in the territory, the implementation of ongoing management, monitoring, and further self-development on the principles of self-government. The management company is an independent legal entity whose activities are based on the principles of public-private partnership. The management company should employ representatives of different participants in the tourism cluster - administration, business and the “third” sector.

The socio-economic system of the tourist and recreational complex is very complex, flexible, dynamic with very complex interactions between its structural elements. Therefore, in the practice of managing the tourist and recreational complex, it is very important for management subjects to take into account these properties of the system. From the perspective of a systems approach, this means that over time within the system the priority of its elements changes and it is necessary to manage these changes, constantly monitoring the features of the system’s functioning and their transformation.

When using the cluster method in the practice of managing tourism and recreational activities in the region, the following is required:

• Information and methodological support, organization and technology for maintaining regional statistics, including tourism statistics.
• Analysis of statistical data on the territories of the region under study, as a result of which the territory is selected as a basis with the corresponding basic values ​​of the elements of its innovation system.
• Approval at the level of state regional and sectoral management structures within regional comprehensive programs socio-economic development of territories that include a tourism component.

Bibliography:

Federal Law of November 24, 1996 No. 132-FZ “On the Fundamentals of Tourism Activities in the Russian Federation” (as amended. Federal Law dated December 27, 2009 No. 365-FZ).

Kotler F., Bowen J., Makens J. Marketing. Hospitality. Tourism: Textbook for universities. - 2nd ed., revised. And additional – M.: UNITY – DANA, 2005.

Haksever K., Render B., Russell R. Management and organization in the service sector: Theory and practice, - 2nd ed. St. Petersburg: Peter, 2007.

Note: State No. reg. articles 0421100034/0116

• Skopa Vitaly Alexandrovich, Doctor of Science, Associate Professor, Professor
• Altai State Pedagogical University

• CLUSTER APPROACH
• SPECIAL ECONOMIC ZONE
• TOURISM
• CLUSTER

The article discusses theoretical basis tourism cluster. Application of the cluster approach in the tourism industry in the conditions transition economy is very relevant and is associated with a number of features of this industry. The use of a cluster approach for strategic planning of regional tourism leads to a large-scale multiplier effect. The central concept of a cluster is tourism resources; they play a decisive role in the development of tourism, because they are largely the main motive and reason for people’s participation in tourist trips.

• Pilgrimage tourism and its place in the system of tourism activities
• History of the development of sports tourism in Russia and abroad
• Current state and prospects for the development of sports tourism in the Altai Territory
• Innovative solutions as a method for developing an electric power industry enterprise

In the context of the global financial and economic crisis in tourism, there is a need to strengthen the partnership between the state, business, education and science. Restructuring the methods of organizing production and territorial structure tourism contributed to the development of a market economy in Russia. The cluster approach has been recognized as the main method for developing the tourism industry.

The application of the cluster approach in the tourism industry in a transition economy is very relevant and is associated with a number of features of this industry. First of all, with the intangible nature of the tourism product created in a specific territory, based on local resources, with the interaction of economic entities and the regional administration and the presence of close inter-industry ties.

The use of a cluster approach for strategic planning of regional tourism leads to a large-scale multiplier effect.

A cluster is a geographically concentrated group of interconnected companies, specialized suppliers, service providers, firms in relevant industries, as well as organizations related to their activities in certain areas, competing, but at the same time working together.

The central concept of the cluster is tourism resources; they play a decisive role in the development of tourism, because they are largely the main motive and reason for people’s participation in tourist trips.

The Law of the Russian Federation “On the Fundamentals of Tourism Activities in the Russian Federation” gives the following interpretation of tourist resources - these are natural, historical, socio-cultural objects of historical display, as well as other objects that can satisfy the spiritual needs of tourists, contribute to the restoration and development of their physical strength.

A tourism cluster is a set of tourist and recreational special economic zones created by decision of the government of the Russian Federation and located in one or several areas of the territory of constituent entities of the Russian Federation and municipalities determined by the government of the Russian Federation.

The management company of a tourism cluster is recognized as a legal entity in the form of an OJSC, established on the basis of the principles of public-private partnership, to which, by decision of the Government of the Russian Federation, certain powers to manage tourist and recreational special economic zones(SEZ) included in the tourism cluster.

The bill also states that at the time of the creation of the tourist and recreational SEZ, which is part of the tourism cluster, land, forming this zone, may be in the possession, use or disposal of citizens or legal entities. The life of a tourist and recreational SEZ that is part of a tourism cluster can be extended by decision of the Russian government for no more than 29 years.

At the time of creation of a tourist and recreational SEZ included in a tourism cluster, the land plots forming this zone may be owned, used or at the disposal of citizens or legal entities.

The draft law proposes to extend the current simplified migration regime for highly qualified foreign specialists recruited to work in the cluster.

The goal of creating a tourism cluster is to increase the competitiveness of the territory in the tourism market through a synergistic effect, including:

• increasing the efficiency of enterprises and organizations included in the cluster,
• stimulating innovation,
• stimulating the development of new directions.

The creation of a tourist (or tourist-recreational) cluster determines the positioning of the territory and influences the formation of the image of the region.

The founders of the cluster approach were A. Marshall and B.S. Yastremsky, and was initially applied to industrial production, but the idea of ​​industry clusters to increase regional competitiveness was popularized by Michael Porter, a professor at Harvard Business School.

The prerequisites for the emergence of a cluster were presented by M. Porter in the famous “diamond of competition”. In addition to traditional factors - demand conditions, a competitive environment and the presence of supporting industries - specialized factors such as qualified personnel, infrastructure and capital must be created (and not inherited) in a specific territory. Creating these specialized factors requires long-term and sustained investments that are difficult to replicate. This creates a competitive advantage for the cluster, which is difficult to copy.

We consider the following to be the main characteristics of tourist clusters:

• the presence of cooperation between entities of the tourism cluster (business structures, authorities and government agencies, public organizations) operating in the tourism industry and related industries (in the form of public-private partnerships, associations, unions, etc.);
• joint use by subjects of a tourism cluster of tourism resources of the territory on which tourist attractors are located, which has an established tourism infrastructure (object of a tourism cluster):
• the presence of vertical (within the product chain of the tourism industry) and horizontal relationships (between the structures involved in the production process of the tourism product) between the participants of the tourism cluster;
• the presence of a single goal for the functioning of the tourism cluster, which is to increase the competitiveness of objects and subjects of the cluster, as well as satisfy recreational needs through the formation, promotion and sale of the region’s tourism product.

Cluster types:

• According to the stage of the life cycle, they are distinguished: preclusters, nascent clusters, developing clusters, mature clusters, fading clusters;
• According to the types of tourist attractors, they are distinguished: museum clusters, entertainment clusters, sports clusters, environmental clusters, ethnographic clusters, sanatorium-resort and other types of clusters. As a rule, several tourist attractors are combined in one tourist cluster;
• by type of tourism resources they distinguish: water (sea, river, lake) clusters, forest clusters, mountain clusters, mixed clusters;
• by scale they distinguish: local, regional clusters, national clusters, transnational clusters;
• Based on the form of management, we propose to distinguish the following types of clusters: those managed by business structures, managed by a government agency, managed on the basis of public-private partnerships;
• According to the method of formation, target and historically established ones are distinguished.

The benefit from the formation of a recreational cluster lies in the following main aspects:

• business structures coming from other industries accelerate their development, stimulating the introduction of innovations and attracting investment resources to implement new strategies in the recreational cluster;
• there is a free exchange of information, which leads to the rapid spread of innovations through the channels of resource providers or consumers of recreational services interacting with competitors;
• relationships within the recreational cluster lead to the emergence of new paths in competition and create new opportunities for its development;
• new combinations of labor resources and entrepreneurial ideas emerge;
• the recreational cluster dynamically responds to changes in the external environment (depending on market conditions and other environmental influences, it can expand, and under unfavorable conditions, contract).

The configuration of the tourist cluster, according to S. Nordin, represents:

• a complex of tourist resources that attract non-indigenous residents of the territory;
• concentration of companies aimed at satisfying tourism demand: restaurants, accommodation sector, transport services, crafts and travel agencies, etc.;
• sectors and production aimed at supporting tourism services;
• environmentally friendly and cheap infrastructure (roads, fuel, sewerage, medical care);
• companies and institutions that provide the necessary qualifications to personnel, information support and financial capital;
• internal agencies organizing and implementing the cluster concept;
• government bodies regulating and coordinating structures influencing cluster formations.

For the cluster to be established as a viable, self-sufficient, successful and efficient organization, according to Professor M.P. Voinarenko, five conditions are necessary - “5I”:

1. initiative;
2. innovation;
3. information - accessibility, openness, knowledge exchange, creation of databases and web pages;
4. integration;
5. interest.

We propose to understand a tourism cluster as a set of business structures, government bodies and government agencies, public organizations operating in the tourism industry and related industries, jointly using the tourism resources of a certain region to form, promote and sell its tourism product in order to satisfy recreational needs and increase their competitiveness and the competitiveness of the regional economy.

A distinctive feature of the cluster is targeted entrepreneurial activity.

12 characteristic features of clusters:

1. research and development opportunities;
2. workforce qualifications;
3. development of labor potential;
4. proximity of suppliers;
5. availability of capital;
6. access to specialized services;
7. relations with equipment suppliers;
8. associated structures;
9. intensity of network formation;
10. entrepreneurial energy;
11. innovation and learning;
12. collective vision and leadership.

7 main characteristics of clusters:

• geographical: building spatial clusters of economic activity from purely local (for example, gardening in the Netherlands) to truly global (aerospace clusters);
• horizontal: several industries/sectors may be part of a larger cluster (for example, the megacluster system in the Dutch economy);
• vertical: clusters may contain adjacent stages of the production process. At the same time, it is important which of the network participants is the initiator and final executor of innovations within the cluster;
• lateral: a cluster brings together different sectors that can provide economies of scale, leading to new combinations (for example, a multimedia cluster);
• technological: a set of industries using the same technology (for example, a biotechnology cluster);
• focal: a cluster of firms concentrated around one center - an enterprise, research institute or educational institution;
• quality: What matters is not only whether firms actually collaborate, but also how they do so. The network does not always automatically stimulate the development of innovation.

Strategic cluster development projects:

• optimization of activities and popularization of the cluster: conducting trainings, business seminars, briefings, participation in tourism exhibitions, creating a website for the cluster, issuing advertising materials and press releases, holding periodic economic and tourism forums;
• organization of ecological-historical, scientific-educational and other tours based on the study of interesting territorial centers;
• organization of promising types of tourism for a given territory;
• expansion of the network of catering establishments of various types;
• organization of cultural forms of leisure (film, song festivals) within clusters, etc.;
• debugging relationships between intermediary organizations (trade, transport, distribution, marketing firms, banking and financial institutions, etc.).

Resource potential of the tourism cluster:

• material and technical base;
• contingent of specialists to ensure the recreational process;
• natural and recreational potential;
• excursion sites: manor houses of prominent people, castles, architectural ensembles, local history museums, memorial complexes, places of worship, etc.;
• objects of ecological tourism: territories of national natural parks, botanical, landscape, entomological and hydrological reserves, parks, arboretums, etc.

Effective use of the resource potential of the cluster contributes to the clear identification of the market factor within its boundaries - tourist demand- tourist offer.

A. Marshall is considered the founder of cluster theory.

The phenomenon of clusters was first studied in detail by the famous scientist Michael Porter when studying the conditions for the development and activities of the 100 most competitive groups of large, medium and many small enterprises located in different countries of the world. Such groupings of enterprises in the same industry are formed because one or several large firms, having achieved competitiveness in the world market, spread their influence and business connections to their immediate environment, gradually creating a stable network of the best suppliers and consumers. In turn, the successes of such an environment have a positive impact on the further growth of the competitiveness of all participants in this group of companies. Such formations are clusters.

For cluster participants, access to information regarding various aspects of activity is expanded, the opportunity opens up to create a computer center and use the Internet to obtain information about available free material resources, sales markets, opportunities to enter foreign markets, establishing connections with production partners, as well as obtaining information about competitors, both in domestic and foreign markets.

The essence of creating clusters is that, based on scientifically based integrated solutions, as well as commercial mechanisms to create conditions for innovative development tourism.

The structure of the core of the tourism cluster includes many companies (tour operators) that produce or form the tourism product in its various types.

The main reason for the need to form a cluster at any territorial level is to increase competitiveness at all hierarchical levels - country, region, city, industry, business structure. Consequently, it seems that when determining the essence of the concept of “tourist cluster” it is necessary to take this circumstance into account.

In addition, it should be borne in mind that the level of competitiveness in tourism depends on the degree of satisfaction of the consumer - the tourist. At the same time, the tourism product of the post-industrial era is not just a set of tourist services (accommodation, transportation, excursions, food), but the realization on the part of the consumer of spiritual, emotional needs, the experience of being in unusual conditions by contemplating an environment unusual for the tourist.

In addition, in contrast to the production of goods in the industrial sector, the process of forming a tourism product is a process of interaction between business structures various industries economy. Therefore, many scientists define tourism as a complex inter-industry complex, which includes - travel companies, transport organizations, museums, collective and individual accommodation facilities, restaurant businesses, etc. The tourism industry is an intersectoral economic complex specializing in the creation of tourism products that can satisfy the specific needs of the population in spending leisure time while traveling through the production and sale of tourism goods and services.

As part of the study, analyzing the conditions that promote or hinder the development of the tourism industry, and assessing the prospects for tourism development, a cluster is considered as “a set of geographically concentrated organizations representing closely related industries related to the hospitality industry.

When forming a tourism cluster, special attention must be paid to the relationships between its elements. This relationship is based not only on the economic benefit of the participants, but is also focused on the creation and implementation of high-quality tourism services that satisfy the needs of both tourists and the territory. This is expressed in the interconnection (“transport - accommodation - food”) of both the main services of the cluster and in the interconnections (“ public administration - commercial organizations- scientific and educational institutions").

Identification of a tourist cluster (resources, structure, boundaries, type) is necessary in the process of its formation, development and further improvement. Effective work of all elements of the tourism cluster will help not only significantly replenish the budgets of the territories, but also create a new area of ​​employment for the population and stimulate the involvement of additional capital in circulation.

In addition, the functioning of the cluster will make it possible to preserve cultural and historical monuments, natural parks and reserves, and improve the health of environmental situation, develop the service sector, improve the infrastructure of the territories.

The key features that allow us to judge the presence of a tourist cluster in the study area are:

• territorial localization of recreational companies;
• availability of unique tourism resources;
• presence on the territory of tourism organizations selling competitive tourism products;
• the existence of an infrastructure sufficient to organize tourism activities;
• the presence of stable economic ties between organizations focused on meeting public needs for recreation;
• the ability of regional travel agencies in the territory to attract tourists who are highly demanding in terms of the quality and composition of tourist services;
• the presence of state and public institutions to support tourism activities in the region.

Signs are necessary to prove the presence of a cluster on the territory of a region (municipal entity) and can be used in the study of the state of the cluster.

Russian tourist clusters are characterized by uneven development of the structure and framework of the cluster. This, in turn, leads to the emergence of bottlenecks that significantly complicate the work of tour operators and hinder the development of the entire cluster. The most common bottlenecks of Russian clusters are: the hotel sector (shortage of rooms during periods of high demand), transport enterprises (shortage of tickets) and transport infrastructure(throughput capacity of stations and terminals; transport accessibility settlements included in the cluster).

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