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 formation tourism cluster.

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, secured high level development of infrastructure and services, 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 business activities) 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 the tourism cluster proposed by S. Nordin is a manifestation of a systematic approach to organization tourism activities- very close to the definition of a resort and tourist complex (RTC) 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, 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 in the 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 damages the 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, territory is also a resource that provides additional competitive advantages tourism enterprise.

Excessive territorial concentration of tourism enterprises is often negative. The naturalness of the natural environment is lost, and therefore the main competitive advantage is lost. 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 conditions market system It is important for management 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.

The term "cluster" has become popular among economists since the late 1980s. Now the use of the cluster approach is considered as one of the most effective ways to develop territories.

Translated from English, the word “cluster” means “bundle”, “bunch”, “group”, “concentration”, “gather in groups”, “grow in bunches”. Initially, the term “cluster” appeared in statistics and computer science, and then began to be used in economics.

In the specialized literature, the phenomenon of territorial concentration within the production system is called an economic cluster. Michael Porter, a professor at Harvard Business School, one of the most authoritative researchers of the competitiveness of countries and regions of the world, the author of the concept of industrial clusters, gives the following definition: “a cluster is a group of geographically adjacent interconnected companies and related organizations operating in a certain area and characterized by community of activities and complement each other. The geographic scale of the cluster, continues M. Porter, can vary from one city or state to a country or even a number of neighboring countries.”

The cluster has a number distinctive features. The territorial concentration of economic units as an indispensable condition for the formation of a cluster was discussed above. Two other features characterize it as a system. In M. Porter’s concept, the emphasis is on the connections within the cluster between its participants - the main manufacturing companies, auxiliary (related) industries, as well as various institutions: universities, research and organizations and government agencies. A cluster is a much more complex phenomenon than a simple association of firms for joint marketing activities or pursuing a coordinated purchasing policy. It assumes their deeper technological cooperation based on participation in value accumulation systems. At the same time, firms not only become involved in the process of cooperation, but, very importantly, continue to compete with each other selectively, in certain areas. This competitive proximity is the driving force behind constant product and technological updates aimed at increasing the productivity of all factors of production and ensures the rapid spread of innovations. A special innovative environment is being formed in the cluster, which contributes to increasing the competitiveness of its member firms and the prosperity of the region. “Thus,” writes M. Porter, “a cluster can be defined as a system of interconnected firms and organizations, the significance of which as a whole exceeds the simple sum of its component parts.”

Federal Law No. 116-FZ of July 22, 2005 “On Special Economic Zones in Russian Federation» in ed. dated November 17, 2011, introduced the concepts of “cluster” and “ Management Company cluster". According to the law, "cluster- a set of special economic zones of one type or several types, which is determined by the Government of the Russian Federation and which is managed by one management company.”

"Cluster management company- an open joint-stock company that was created for the purpose of implementing agreements on the creation of special economic zones and one hundred percent of the shares of which belongs to the Russian Federation, or a business company that was created with the participation of such an open joint stock company for the specified purposes, or another business company that has entered into an agreement with the authorized Government of the Russian Federation federal body executive power agreement on the management of a special economic zone."

The tourism industry has a number of features that make the cluster approach relevant in the development of leisure and travel. One of the main features is that the tourism industry is closely interconnected with other sectors of the economy. Industry and Agriculture, construction and trade are involved in meeting the diverse and complex tourism demand. According to the US Department of Commerce, 24 sectors of the country's economy are involved in the visitor services industry. In this regard, it is extremely difficult to isolate the tourism component and draw clear boundaries of the tourism sector.

In the tourism industry, the general patterns of formation and functioning of clusters are confirmed, as well as the specifics of their manifestation in this area, since the specifics of tourism are such that enterprises involved in this industry must in any case be geographically localized, i.e. be located at the place where services are provided to tourists. If in the production sector suppliers of raw materials and semi-finished products may be located thousands of kilometers from the enterprise producing finished products, then in tourism such a situation is impossible. Organizations providing basic, additional and related services to tourists must be located in places through which the tourist route passes.

In the Federal target program development of internal and inbound tourism in the Russian Federation (2011-2018), approved by a resolution of the Government of the Russian Federation, a cluster is defined as follows: “Tourist and recreational clusters are a complex of interconnected recreational and cultural facilities - collective accommodation facilities, catering establishments and related services, equipped with the necessary supporting infrastructure” .

We will adhere to the definition given in the Federal Target Program. A special feature of the emergence of a tourism cluster is the need to create technological connections (mainly business connections) between enterprises and economic sectors involved in both the production and sale of tourism products and services, i.e. creating conditions for realizing the tourism and recreational potential of the region.

Tourist clusters are formed on the basis of the key tourism and recreational resources of the region. In addition to enterprises and organizations providing the production and sale of tourism products and services, participants in the tourism cluster can include representatives of the administration, research institutes, educational institutions, professional associations, representatives of the public, etc. A tourism cluster can be formed both at the local (municipal) and regional levels. There are also examples of interregional tourism clusters.

There is an active discussion in the scientific literature about the characteristics, structure and classification of tourism clusters.

Researchers identify the following characteristics of a tourist cluster:

• 1. Availability of unique tourist resources. Unique tourism resources greatly simplify the creation by tour operators of a competitive tourism product and its promotion to the national and world markets. There are such world-famous objects - brands (“calling cards” of countries) that most people dream of seeing, and people learn about them long before purchasing a tour package. For example, anyone, even a poorly educated person, knows about the Eiffel Tower, the Great Wall of China, Egyptian pyramids. And such knowledge is not the result of marketing efforts of tourism clusters in France, China or Egypt, therefore tour operators of these countries have the opportunity to create unique tourism products based on existing unique tourism resources, the promotion of which will require less financial and organizational effort compared to tourism products of other territories. On the other hand, let’s say, in terms of tourism, the Yaroslavl and Vladimir regions are identical in our view. Although these regions have objects of interest to tourists, the average Russian (not to mention a foreigner) will not be able to tell how the tourist sites of the Yaroslavl region differ from those of the Vladimir region, so tour operators in these territories need to create innovative tourism products, create brands and spend significant financial resources for their promotion to the world market.
• 2. Presence on the territory of tourism organizations selling competitive tourism products. The presence of such tourism products, on the one hand, indicates that this territory is of interest to tourists, on the other hand, it creates the basis for the development of tourism-related industries and the involvement of the local population in tourism activities. If a territory does not have competitive tourism products, then it will not be able to develop as a cluster, since investments, financial, organizational and other resources will not be involved in tourism and all related industries.
• 3. The existence of infrastructure on the territory sufficient to organize tourism activities. When conducting business, tour operators rely on the tourism resources and infrastructure of the region. Even with the high attractive properties of tourist resources, without the presence of transport communications, communications, communal infrastructure and other means and structures, the tourism business for a wide range of consumers is impossible.
• 4. The presence of stable economic ties between organizations, satisfaction-oriented public needs in recreation. This feature directly comes from the definition of a cluster given by M. Porter. Economic ties between firms are necessary for organizing tourism business processes, lobbying interests, overcoming common problems, maintaining coordination of actions, implementing joint projects, and conducting joint marketing. Since the quality of tourism services strongly depends on the quality of services provided by suppliers (catering, transport, hotels, etc.), it is clear that without stable economic ties it is impossible to create a high-quality and competitive tourism product.

The closeness of economic ties, which is manifested in various models of interaction, is also important. Interaction can be carried out within the framework of formal and informal meetings, legally formalized relations between firms, the creation of associations, unions, partnerships and self-regulatory organizations. The presence of self-regulatory tourism organizations in the territory and the facts of the implementation of joint projects indicate the high closeness of economic ties between organizations operating in tourism. I [for example, the implementation of joint projects requires a high degree of trust between partners, exchange of experience and information, coordination of activities, etc.

• 5. The ability of travel agencies in the territory to attract tourists, characterized by high demands on the quality and composition of tourist services. Such tourists are foreign citizens and VIPs. The presence of these categories of tourists among consumers of tourism services indicates that this territory has some unique characteristics that are interesting for tourists who have dozens of alternative options for their vacation, and the local tourist complex is able to create such tourist products and conditions for recreation that are acceptable for demanding tourists. tourists. On the other hand, the arrival of VIPs creates an informational occasion for the media, attracts public attention to the territory, which ultimately leads to an increase in the flow of tourists to the region.
• 6. Availability of state and non-profit institutions to support tourism activities in the region. Such institutions appear as a fact of recognition of the importance of this activity for the economy of the territory and as a conscious need to regulate and develop the tourism business of the region.

The signs listed above make it possible to determine the presence or absence of a tourist cluster in the study area (Fig. 2.1, 2.2).

Based on the definition of a cluster given by M. Porter and the proposed signs of the presence of a tourist cluster, it is possible to distinguish between the concepts of “destination” and “tourist cluster”. Comparing these terms, we can conclude that any tourist recreational cluster is a local destination, but not every destination can be recognized as a cluster. The concept of “destination” is much broader. In the definition of a cluster, the emphasis is not on the territory of interest to tourists, but on a territorially localized group of economic entities involved in tourism and related industries. If a territory has certain characteristics (proposed above), then it can be called a cluster, but for an area called a “destination”, the presence of such characteristics is not necessary.

Rice. 2.1.

Rice. 2.2.

Based on the analysis of existing tourism clusters II.II. Pidgurskaya determined the typical structure of a cluster.

The structure of the tourism cluster can be represented in the form of four segments:

• 1) "cluster core" are tour operators and travel agents who are involved in the creation, promotion and sale of tourism products. These organizations are the main initiators of change and the “driving force” of the cluster. The appearance and state of the cluster largely depends on their actions;
• 2) "the basis of the cluster» - enterprises providing tourists with transport services, food, hotel services, recreation, treatment and entertainment. These services constitute the essence of the tourism product and without these enterprises the existence of a cluster is impossible. Formal connections between tour operators and such enterprises are, as a rule, legally formalized;
• 3) adjacent, serving the enterprise cluster- organizations providing additional and related services to tourists. These include consumer service enterprises, rental companies, exhibition complexes, companies producing souvenirs, insurance organizations, financial institutions, enterprises retail. A tourism product can be sold without these enterprises, but this leads to a loss of income for the cluster and a deterioration in the quality of tourism services. Formal and informal connections between tour operators and enterprises of this group are weaker compared to the previous group;
• 4) cluster infrastructure. Ensures normal operation of all parts of the cluster.

Includes the following components:

• general infrastructure - a set of engineering, transport, communications, energy and other facilities and structures that ensure the normal functioning of the region;
• special tourist infrastructure. This includes access roads in the territories of tourism sites, walking trails, autonomous sewerage and recycling systems, separate networks and energy facilities, telecommunications;
• information infrastructure, which includes information centers, websites, tourist offices in target markets and information facilities (stands, information desks, street name signs, etc.) located in populated areas.

The entire cluster infrastructure creates not only a certain platform for its work, but also outlines its spatial and functional limitations. Infrastructure that does not correspond in its level of development to the needs of the tourism cluster becomes its bottleneck, slowing down general development and deforming the geographical frame and structure of the cluster.

The development of a tourism cluster is greatly influenced by its external environment: economic, political, socio-cultural and natural environment.

Since a cluster, by definition, is a group of geographically interacting companies and organizations, it must have a territorial reference. Consequently, the cluster has its own geographical boundaries. The geographic boundaries of a tourist cluster can be determined by analyzing the totality of tourist routes. The geographical framework is formed by transport communications (road network, river and sea communications), which connect the “strong points” of the cluster within its borders. “Strong points” are settlements that are of interest for organizing tourism activities and have the necessary infrastructure, enterprises and facilities for this.

In addition to “strong points”, a tourist cluster may have “centers” tourist flows» - large settlements through which tourists from other regions and countries arrive in the cluster. As a rule, such centers are not only the points of arrival and departure of tourists, the starting point of all routes, but also themselves have powerful tourist resources.

Alexandrova A.Yu. Clusters in the global tourism industry: [regional economy and agglomeration of interdependent firms] // Vesti. Moek, univ. Ser. 6.Economy. - 2007. - Sep./Oct. (No. 5). - P. 43-62.

Pidgurskaya N.N. Cluster approach to regulating tourism in the region: abstract. day.... cand. econ. Sci. - Irkutsk, 2006.

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 powers 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 tourist destination, they distinguish different kinds: 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.

Course work

cluster approach to the development of tourism business in the Baikal region

Introduction

In today's world, tourism plays an increasingly important role both in the way of recreation, entertainment and knowledge of the world, and in the growth of economic well-being of countries and territories. According to the World Tourism Organization, the export of tourism services today accounts for 30% of all exported services and about 6-7% of all exported goods and services. According to forecasts of this organization, the number of foreign tourist trips alone will grow steadily in the near future - by approximately 3.3% per year - and by 2030 their number will reach 1.8 billion per year, which means 5 million people crossing state borders each a day for the purpose of relaxation, business and friendly meetings, etc. (3)

Many countries consider tourism as one of the economic sectors. There was even a term - the tourism industry. This industry generates quite a lot of income: according to the World Tourism Council, the share of tourism in world GDP in 2010 it was 3.2%, and taking into account related industries more than 9.4%. (10) Share of tourism in GDP developed countries ranges from 1% to 10% (for example, Germany - 0.9%, USA - 1.0%, UK - 1.9%, Spain - 4.2%, Austria - 8.5%). In selected countries such as Andorra, Cyprus, Malta, Spain, income tourism industry reach 50-80% of GDP. In Cyprus, with a population of 671 thousand, the number of tourists in 2003 reached 2,686 thousand, per capita accounting for 2,800 US dollars. (2) According to the latest Emirates Industrial Bank report, hotel and other tourism projects have increased tourism's contribution to GDP United Arab Emirates from 3.2% in 1995 to 6.2% in 2010. Further development of the sector, planned in Dubai, Abu Dhabi and other emirates, is predicted to bring tourism's share of the UAE's GDP to 12.5% ​​by 2025. According to a report by the Emirates Industrial Bank, this rapid development in this area is due to a significant increase in last years number of tourists visiting the UAE. In 2010 alone, the number of tourists increased by 10.5%, reaching 11.6 million people. The UAE tourism sector has achieved such success, not least thanks to integrated development, which includes the development of not only tourist facilities themselves, but also shopping centers, transport networks and other necessary infrastructure links that contribute to the growth of international tourists’ interest in the UAE (9). At the same time too high share tourism receipts in GDP indicates the vulnerability of the economy in the event of a change in global conditions. The optimal figure seems to be 2-10%. (11) The territorial and climatic features of Russia differ significantly from both European and other regions, nevertheless Russia is of great interest to foreign tourists (21.339 million foreigners visited Russia in 2009) , and for its own citizens (34.5 million domestic tourists in 2009). The share of tourism in Russian GDP in 2010 was 1.2%, taking into account related industries - 6.9%.

That's why Russian government is making active attempts to develop this industry: for example, in 2005, the Concept for the Development of the Tourism Industry was adopted, and now there are regional programs, in 2010, the federal target program "Development of domestic and inbound tourism in the Russian Federation for 2011 - 2018" was adopted and began to operate, the main objectives of which are the development of the tourist and recreational complex of our country, improving the quality of tourism services and promoting the Russian tourism product in global and domestic tourism market (12). In this program, for the first time at the federal level, a cluster approach to the development of the industry was sounded and specific clusters were identified on the territory of which tourism could become priority direction economy, creating comfortable living conditions for the local population, attracting tourists not only with natural beauty, but also with a high level of service. The program provides for the “creation” of four tourist clusters in the Baikal region on the territory of the Republic of Buryatia.

1. Cluster approach to regulating tourism business

The Law of the Russian Federation on the fundamentals of tourism activities in the Russian Federation (8) defines tourism as “temporary trips (travels) of citizens of the Russian Federation, foreign citizens and stateless persons (hereinafter referred to as citizens) from a permanent place of residence for recreational, educational, professional, business, sports, religious and other purposes without engaging in paid activities in the country (place) of temporary stay.” The tourism industry is “a set of hotels and other accommodation facilities, means of transport, public catering facilities, entertainment facilities and means, educational, business, recreational, sports and other facilities, organizations engaged in tour operator and travel agency activities, as well as organizations providing excursion services.” services and services of guides and translators"

According to the WTO, serving one foreign tourist in the country of his stay generates a total of about nine jobs. The main features of the nature of work and the structure of employment in tourism are as follows: part-time employment; seasonal fluctuations in employment and workload; significant share of unskilled workers (about 80%). Additionally, employment statistics show that tourism jobs are growing 1.5 times faster than any other economic sector, and the share of women in the hospitality industry exceeds 50%.

The development of the tourism industry in a country or a particular region provides the following advantages:

increase cash flow, including influx foreign currency, and consequently, growth in income of the population; - growth in gross national product(GNP); - budget replenishment due to an increase in tax revenues of the host region and other revenues; - creation of new jobs, i.e. increasing employment; - attracting capital, including foreign; c- multiplier effect - developing the tourism sector, the country is gradually developing other industries; - infrastructure development; - reforming the structure of recreation, which can be used by both tourists and the local population; - improving the quality of life local residents due to the demonstration effect.

Developmental Disadvantages international tourism, can be attributed to: - rising prices for local goods and services, natural resources and real estate; - the possibility of infringement on the development of other industries; - seasonal nature of tourism; - environmental and social problems.

The use of a cluster approach to the development of inbound tourism can accelerate the onset of advantages and mitigate, and in some cases, avoid these disadvantages. “A cluster is a group of geographically adjacent interconnected companies and related organizations operating in a certain area and characterized by common activities and complementary to each other " (1) Using the cluster approach, the state first of all creates conditions for the development of private business, forms priorities, subordinating all sectors of the territory’s economy to one main one. Moreover, as M. Porter emphasizes, the state cannot create clusters, they develop historically, the role of the state is to see them and implement competent policies that can maintain a high level of competition, which in turn will significantly increase the level of services provided and the level of profitability and competitiveness of the territory generally. Clusters become points of development of regions and interregional connections, activating the development of small and medium-sized businesses around them.

If we are talking about tourist clusters, their presence is determined the following signs:

Availability of unique tourist resources.

Presence on the territory of tourism organizations selling competitive tourism products.

The existence of infrastructure on the territory sufficient to organize tourism activities.

The existence of stable 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.

Availability of state and non-profit institutions to support tourism activities in the region.

All these signs are present on the territory of the Baikal region; we will consider them in more detail in the second chapter.

The cluster approach involves focusing on a limited area of ​​enterprises and organizations involved in the development, production, promotion and sale of tourism products, as well as activities related to tourism and recreational services. As part of the formation of tourist and recreational clusters on the basis of science-based decisions, as well as using public-private partnership mechanisms, necessary and sufficient conditions must be created for the rapid development of tourism infrastructure, as well as the scope of related services. Along with the development of tourism infrastructure, improving the personnel training system and implementing a balanced and effective advertising policy, the cluster approach will make it possible to intensify the activities of regional enterprises various industries economy to meet the growing needs for quality tourism services with an increase in regional tourist flows.

2. Main features of the tourism cluster of the Baikal region

In the first chapter we identified six main features of a tourism cluster. Let's see how these signs are characterized in our region.

Availability of unique tourist resources. They are a necessary condition for tour operators to create competitive tourism products and their successful promotion on national and world markets. Destinations with unique tourism resources receive competitive advantages over other territories, since tour operators can create strong tourism brands, the promotion of which will require less financial and organizational effort. Lake Baikal is truly a unique tourist resource. Every year everything more people not only from all over Russia, but also from all over the world, they strive to spend at least a few days of their vacation, or take advantage of a corporate event, on the shores of Lake Baikal, no matter what distances separate them from this place. Figures 1 and 2 show that the tourist flow is growing steadily. For eight years, we asked all the tourists we met along the way - foreign and Russian - who chose our region as a vacation spot: Why did you decide to spend your vacation here? Two-thirds of those surveyed said that they had long dreamed of seeing the unique Lake Baikal with their own eyes. Indeed, a huge reservoir containing 20% ​​of all the drinking water on the planet in one place, possessing amazing energy and surrounded by magnificent, harsh and beautiful landscapes, every corner of which is associated with local legends and customs - have a great attraction. Despite the long distances, many people are ready to overcome them in order to touch a piece of the world heritage of mankind (in 1986, Lake Baikal was included in the list of world heritage). And it’s simply stupid not to develop the hospitality industry around such a unique natural site.

Rice. 1. Dynamics of tourist flow to the Irkutsk region (thousand people)

Rice. 2. Dynamics of tourist flow to the Republic of Buryatia (thousand people)

Although in connection with the object itself and its geographical location There are two significant barriers to the development of tourism: the special protected status of the territory, which means a ban on economic activity in unaffected natural areas, and a pronounced seasonality of the tourist flow due to the short summer period and long cold winter.

Presence on the territory of tourism organizations selling competitive tourism products. The presence of such tourism products, on the one hand, indicates that this territory is of interest to tourists, on the other hand, it creates the basis for the development of tourism-related industries and the involvement of the local population in tourism activities.

The impact of the tourism and recreation industry on the region's economy remains small. Their share in the total volume of products produced in the region is only 1%, in the number of employed - slightly more than 2%, in the volume of paid services to the population - over 12%, in tax revenues in regional budget- 0.3%. (13) According to the tourism agency of the Irkutsk region, the volume of tourism services provided to the population in 2010 amounted to 1329 million rubles. (6) The share of tourism in the structure of GRP of the Republic of Buryatia is 0.64%. (14) In the ranking of Russian regions in terms of the volume of paid services in the field of hospitality, the Irkutsk region ranks 18th, Buryatia 49th (15).

Currently, 190 tour operators are registered in the Irkutsk region (compared to 150 in 2008), in the Republic of Buryatia - 38. These organizations, although their share in the total number of registered private enterprises is very small (0.35%), still work quite well effectively in domestic and foreign markets. The level of services provided is quite high, as evidenced by the constantly growing share of VIP tourists and the consistency of partnerships with European and Moscow tour operators and travel agents.

The existence of infrastructure on the territory sufficient to organize tourism activities. To produce competitive tourism products (the second sign of the existence of a cluster), infrastructure is necessary, since even with the high attractive properties of tourist resources, without the presence of transport communications, communications, public infrastructure and other facilities, a tourism business for a wide range of consumers is impossible.

In the tourism cluster, there is a general infrastructure, specialized tourism and information infrastructure. Creation and maintenance of general infrastructure - construction of roads, provision of light, heat, water supply, etc. - the concern of the state, which, with proper planning, can shift this completely or partially to private business. Roads in the region, of course, are being built and reconstructed, but their length and quality leave much to be desired. Insufficient development of basic infrastructure is the main obstacle to attracting private investment in tourism infrastructure, and it should become a priority area of ​​government support, which is stated as the activities of the federal target program for the development of “Baikal” clusters and in the regional concept for the development of the tourism industry.

Specialized tourism infrastructure is the sphere of activity of exclusively private business. And the higher the competition, the higher the quality of services. Although 7% of all Russian natural recreational resources are concentrated in the Irkutsk region, it accounts for less than 1% of places in recreation and recreation institutions in Russia, less than 2% of places in the country's hotel industry. This indicates the weak use of the recreational and tourist potential of the territory and the presence of large reserves in the development of the tourism industry. (13) In 2010, there were 413 collective accommodation facilities in the region with a total number of places of about 20 thousand. Including in the city. Irkutsk has 67 hotels with 3.5 thousand beds, of which 1.8 thousand beds are at least category I.

The main accommodation facilities (small hotels, recreation centers, hotels, sanatoriums, sanatoriums) are located in promising tourist areas: Olkhonsky, Irkutsk and Slyudyansky districts. About 70% of places are year-round holiday destinations. (6)

Rice. 3. Number of collective accommodation facilities in the Irkutsk region

Rice. 4. Scope of services of hotels and similar accommodation facilities

In the Republic of Buryatia in 2010, there were 218 collective accommodation facilities providing hotel services (hotels, motels, boarding houses, hostels for visitors, etc.) and specialized collective accommodation facilities (health resort organizations, recreation organizations, tourist centers, etc.). All these institutions provided services worth just over 1 billion rubles (13.5% more than in 2009). But the occupancy factor of hotels and sanatoriums in Buryatia (the number of actually provided overnight stays to their maximum possible number) in 2010 was 0.29.

Another important aspect infrastructure - providing the cluster with qualified and competent personnel. On the territory of the Irkutsk region, specialists for the tourism sector are trained by 7 universities, 5 specialized secondary schools educational institutions and 33 primary institutions vocational education. (6) In educational institutions of Buryatia, the training of specialists for the tourism sector is carried out in 16 specialties. (14) But in the field of tourist services, about 80% of the personnel do not require high qualifications, and the population does not consider their work and their lifestyle as the main resource for achieving well-being. Private business alone cannot cope with this problem; systematic partnership work is needed here government agencies and private business.

The information infrastructure also suffers from insufficiency: information centers open in places where tourists congregate are not enough. In Buryatia, for example, according to the republican tourism agency, there are only six information centers, three of which are located in Ulan-Ude. The main source of information on the spot is often only the tour operator who organized the trip. Although currently, through the joint efforts of tour operators and government institutions, informational resources, available on the city streets and on the Internet to both Russians and foreign tourists.

The existence of stable economic ties between organizations focused on meeting public needs for recreation. Economic ties between firms are necessary for organizing tourism business processes, lobbying interests, overcoming common problems, maintaining coordination of actions, and implementing joint projects. Without sustainable economic ties, it is impossible to create a high-quality and competitive tourism product. (2)

Tour operators organizing standard and customized tour packages work in close collaboration with a variety of specific service providers - hotels, transport companies, museums, guides, information services, insurance companies, etc. Most companies were registered no later than 2005, and their employees have at least 10 years of experience in this field of activity. Databases about partner companies of tour operators accumulate over the years and are passed on from generation to generation. Most of the tours sold to foreign tourists are trips to Russia, Mongolia, China, so the clear coordination of many partners is the key to successful work and regular customers.

The ability of travel agencies in the territory to attract tourists who are highly demanding in terms of the quality and composition of tourism services. This criterion directly follows from the first and second signs, since the presence of these categories of tourists among consumers of tourism services indicates that this territory has some unique characteristics that are interesting for tourists who have dozens of alternative options for their vacation. And, the local tourist complex is able to create such tourist products and recreational conditions that are acceptable for demanding tourists.(2)

The structure of the foreign tourist flow changes over time, and travel agencies are forced to respond to such changes in a timely manner: in addition to the language, the content of tours, the quality of hotel service, food preferences and methods of transportation change. However, the most demanding client most often turns out to be a Russian tourist: the cost of a tour for Russians from Western regions consists of the cost of travel + the cost of accommodation, food, service, and if 2-5 years ago the cost of travel was two-thirds of the cost of the entire tour, now tourists prefer to pay for comfortable accommodation, expensive entertainment (a boat trip, personal transfers, a personal guide, etc.) are much more common, and the requirements for the quality of the services provided have also increased accordingly. Tour operators approach such requests quite flexibly and in 90% of cases such VIP clients leave Irkutsk with good memories and become regular customers. The quality of tourism products in the active adventure sector is also quite high: 100% of tourists who come for rafting or climbing and have experience of such trips in other regions of the country and the world note a very high level of organization. More than half of these tourists come based on recommendations from friends and colleagues.

Availability of state and non-profit institutions to support tourism activities in the region. Such institutions appear as a fact of recognition of the importance of this activity for the economy of the territory, and secondly, as a perceived need for regulation and development of the tourism business of the region.

The administration of the Republic of Buryatia has identified the tourism industry as one of the priorities in the region, so by now there are already a number of state institutions and non-profit organizations designed to actively promote the development of the industry. The Republican Agency launched an information portal in five languages ​​in 2009. In addition to tourism agencies, non-profit partnerships also operate on the territory of the two regions. Under the government of the Irkutsk region there is a Public Council for Tourism, which, in addition to government agencies, includes representatives of tour operators, the hotel sector, the exhibition complex, educational institutions, training specialists for the tourism industry. In addition, the Siberian Baikal Tourism Association, the Baikal branch of the Russian Hotel Association, and the Baikal Business Tourism Association operate in the region. All organizations coordinate their work both on their own territory and jointly promote the region on international market. In 2000, the Buryat government developed a logo that should promote recognition of the territory at all international and Russian exhibitions.

Figure 1. Buryatia tourism logo.

Thus, in the Baikal region, on the territory of two subjects, a large tourism cluster has historically and economically developed. But there are a number of barriers that hinder its successful development. Let's list them again.

Lack of basic infrastructure (roads, ports/berths, solid waste landfills, waste treatment plants, etc.), which is the main obstacle to attracting private investment in tourism infrastructure.

Location of places attractive for the development of tourism and recreation in the Central Ecological Zone of the Baikal Natural Territory, where a ban on economic activity has been introduced, with the exception of the location of a special economic zone tourist and recreational type.

Pronounced seasonality of the tourist flow.

Low level of service in all sectors of the tourism industry due to an insufficient number of highly qualified junior and line personnel

High transport tariffs for passenger transportation by air and rail from the central part of Russia to Irkutsk and back.

An important condition for overcoming these barriers should be a constructive public-private partnership in combination with a cluster approach to the development of the territory.

The theory of clusters consists of the active work of private business and the local population with soft and indiscriminate support from the state. Private business in general is able to overcome major barriers and make tourism a sustainable and competitive industry. We see the role of the state as follows:

) improving legal mechanisms for protecting consumers of tourism services, including the institution of financial guarantees for tour operators, mechanisms for resolving large-scale problems in the tourism market, facilitating visa and customs regimes, etc.;

) standardization of tourist services, development and implementation of new, more modern professional standards,

) creation of favorable investment climate to attract private capital to the industry and create conditions for fair competition;

) improvement of transport, tourism, engineering, information infrastructure.

The main directions of state support for the development of tourism clusters in Russia are currently chosen as the cluster approach and program-target planning, they are set out in

) Federal law of the Russian Federation dated July 22, 2005 No. 116-FZ "On Special Economic Zones in the Russian Federation" on the basis of which a project was created to create a special economic zone of the tourist and recreational type "Gateway of Baikal" on the territory of the Slyudyansky district municipality (mountain Sobolinaya ski resort and "Mangutai" area)

) federal target program "Development of domestic and inbound tourism in the Russian Federation (2011 - 2018)";

) regional target program “Development of inbound and domestic tourism in the Irkutsk region for 2011 - 2016”, approved by Decree of the Government of the Irkutsk Region dated December 2, 2010 No. 317-pp.

) municipal target program “Promotion of tourism development in Irkutsk for 2009-2012”, approved by decision of the Duma of Irkutsk No. 004-20-540903/8 dated 10.22.2008.

) municipal target subprogram “Development of tourism in the Baikal municipality for 2008-2010”, approved by decision of the Duma of the Baikal urban settlement No. 54-2 dated June 27, 2008.

By Decree of the Government of the Russian Federation No. 644 of August 2, 2011, the Federal Target Program “DEVELOPMENT OF DOMESTIC AND ENTRANCE TOURISM IN THE RUSSIAN FEDERATION for 2011 - 2018” was adopted. The Program states the strategy of a cluster approach to tourism development. It is not entirely correct that the goals proclaim “creation of clusters” and outline their boundaries. Thus, in the Baikal region it is proposed to “create” four clusters on the territory of the Republic of Buryatia: “Podlemorye”, “Kyakhta”, “Baikalsky” and “Tunkinskaya Valley”. In our opinion, the cluster has long been formed, and geographically it covers all these areas plus the Baikal territories Irkutsk region and Ekhirit-Bulagatsky district: Irkutsk, Listvyanka, Slyudyansky district, Severo-Baikalsk and its environs, Ust-Orda, Olkhonsky district, Bolshoye and Maloye Goloustnoye, etc. Travel agencies offer flexible routes, including various combinations of these destinations, so highlight which ones -or of them into separate clusters from a functional point of view seems impractical. Moreover, the decades-old route of foreign tourists “Moscow - Ekaterinburg - Irkutsk - (Ulan-Ude) - Ulaanbaatar - Beijing" involves the intersection of interests of organizations providing tourism services, and, as a consequence, their close interaction.

The measures prescribed in the federal target program are aimed at solving the most pressing problems of the cluster - the creation of a complex of supporting infrastructure, including a system of power supply, communications, heat supply, gas supply, water supply, sanitation, transport infrastructure. It is the solution to these problems that can significantly improve the quality of services provided and satisfy the demand of the most demanding client, which, according to M. Porter’s theory, is the driving force for the development of a company, industry, and territory. Other activities, such as the construction of hotels, public catering facilities, etc., can be solved by private businesses on their own, but infrastructure problems make them more expensive and are one of the most insurmountable barriers to the development of the industry.

Having examined two regional programs for the development of tourism in the Baikal region - Irkutsk for the period 2011-2016 and the Buryat Republican for the period 2007-2010, we can note fundamental changes in the approach to this issue. Main difference new program Irkutsk region is, firstly, that the new program for 535 million rubles from budgets of different levels plans to attract almost 7 billion rubles of investment, while in the 2006 program for 85 million rubles from the budget it was planned to attract only 3.5 million private investment. Thus, the new program is more focused on the work of private capital, which corresponds to the cluster approach.

In addition, 70% of the indicated budget funds in the new program will be allocated to the construction of basic infrastructure, and almost all private capital provided for the construction of tourist infrastructure facilities. In the 2006 program capital investments not provided for, and part of the budget funds was spent on the activities of the republican administration, which should be carried out by it by definition. The main share of the program activities of the 2006 plan is the promotion of tourism products in the region, the development, implementation and promotion of a quality management system international standard, monitoring the state of the industry and global conditions, etc., more than 1 million budget funds are allocated for each of these events. Among the activities of the 2010 program are the development of a monitoring system and annual research on the state of the tourism industry in the Irkutsk region, holding thematic conferences, seminars, as well as carrying out work aimed at reducing transport tariffs for passenger transportation by air and rail in order to ensure the availability of air transportation for passengers in the Baikal region to the European part of the country and in the opposite direction. Funding for these activities is not required, since all of them are included in the direct functions of regional authorities.

Another direction of the new program is the organization and holding of major tourist events, the formation and promotion of cross-border tourist routes, the organization and participation in Russian and international exhibitions, the organization of an advertising campaign in the media mass media, ensuring the activities of tourist information centers and points, etc. by promoting the Irkutsk region domestically and internationally tourist markets. Such support from regional authorities is also very significant, although it does not require budget expenditures: regional leadership, using administrative resources, acts as the organizer and coordinator of all events, and interested businesses will find ways of effective implementation and financing.

Thus, we are witnessing a turn by the state to support the tourism industry towards cluster policy and focus on the development of private initiative. Subject to the main principle - non-selectivity of support - and the consistent implementation of all declared actions, significant growth of both the industry and the sustainable development of the territory is possible.

conclusion

Today, tourism is an important industry that makes a significant contribution to Russia’s GDP and to improving the living conditions of the population. With effective state support and promotion, the share of tourism in the Russian economy can increase significantly. The degree of impact of tourism on a country, region or tourist center comes down to three main factors of sustainable tourism development: 1) environmental - ensures the compatibility of tourism development with conservation environment and diversity of biological resources; 2) socio-cultural - ensures the compatibility of development with the culture and values ​​of the local population of tourist recreation; 3) economic - provides economic efficiency development and management of resources in such a way that there is “enough” for future generations. Sustainable tourism is identified as an exemplary form economic development, the goals of which are: - improving the quality of life of the host population; - providing a high level of experience for visitors; - maintaining the quality of the environment on which both the host population and visitors depend. (17)

The main problems hindering the development of the tourism industry in the Baikal region are the insufficient development of basic infrastructure, the ban on conducting economic activities in ecological zones, the low level of service in all sectors of the tourism industry, the short tourist season in the region, and high transport tariffs for passenger transportation.

Considering that the above problems are complex in nature, their solution is impossible through individual targeted steps taken, which are not accompanied by adequate efforts in other areas.

Implementation effective interaction between all interested parties (government authorities, tourism industry organizations, scientific and public organizations) based on the principles of public-private partnership, possibly using a cluster approach.

Tourist clusters involve the concentration of key tourism assets in one territory and consist of organizations from various sectors related to serving tourists: tour operators, travel agents, hotels, catering organizations, souvenir producers, transport enterprises, etc.

Using a cluster approach to the development of the tourism complex of the Baikal region in the context of a projected increase in tourist flow will create best conditions to develop tourism infrastructure and related services, improve the personnel training system, implement a balanced and effective advertising policy and satisfy the need for quality tourism services.

Application of the program-target method of planning activities for the formation and further development tourist clusters on the territory of the Irkutsk region is an effective mechanism for solving the problem of creating a modern tourist and recreational complex on the territory of the Irkutsk region.

Tourism is a huge prospect for our country, and issues of its development cannot be postponed until later, but we should take advantage of the favorable situation and give it the necessary impetus.

Baikal tourism cluster

List of used literature

Porter M. Competition. Uch. village - M.: Williams Publishing House, 2000. - 495 p.

Pidgurskaya N.N. Cluster approach to regulating tourism in the region. Diss. for the job application senior candidate Ec.Sc. - Irkutsk, 2006

.#"justify">.#"justify">.#"justify">.#"justify">.Porter M.

Law on the fundamentals of tourism activities in the Russian Federation of November 24, 1996 N 132-F

.#"justify">.#"justify">.#"justify">.#"justify">.Vinokurov M.A., Sukhodolov A.P. Economy of the Irkutsk region, vol. 4 - Irkutsk: BGUEP Publishing House, 2004.

Fedorov K. Tourism of Buryatia: prospects and expectations. - Parliamentary newspaper in the Far East, No. 250. 2008

The most hospitable cities in Russia. - International business portal “Investments. Innovation. Business" (#"justify">.#"justify">. Gulyaev, V.G. Tourism: economics and social development. / V.G. Gulyaev. - M.: Finance and Statistics, 2003.-304 p.

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 regulating the development of a 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.

Recommended list of dissertations

• Formation and functioning of the national model of economic clusters in the Syrian Arab Republic: the example of tourism 2012, candidate of economic sciences Khwaja Ayham Nasser

• Formation of a strategy for the cluster development of the tourist and recreational complex of the region: using the example of the Republic of North Ossetia-Alania 2009, Candidate of Economic Sciences Sozieva, Zalina Igorevna

• Formation of clusters as a tool for increasing the competitiveness of tourism services 2011, Candidate of Economic Sciences Boyko, Anna Evgenievna

• Development of the tourism services sector of a large tourist center based on a cluster approach 2012, Candidate of Economic Sciences Karpova, Elena Gennadievna

• Fishing and hunting tourism as a promising direction for the development of the tourism services market: the example of the Astrakhan region 2013, Candidate of Economic Sciences Harutyunyan, Svetlana Aikovna

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 of the tourism business in Russia, capable of turning it into the most competitive sector of the country's economy.

In recent years, the 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 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 of

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 use of the cluster approach is hampered by the lack of methodological developments on the study of tourism clusters and the formation of state policies 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, the issues of tourism, tourist services and regulation of the tourism industry were dealt with by 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 meeting 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 municipalities"(Irkutsk, March 2004); at the international scientific and practical conference “Socio-economic problems of formation 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; the presence of stable 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 tourism 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 its level of 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 tourism 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; the presence of a bottleneck - accommodation enterprises located in the centers of tourist flows of the 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 the extent to which existing government policy corresponds to the main features of the cluster approach.

8. Types of tourism cluster strategies have been developed. Depending on their initiator (the business community or government 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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