In recent years, industrial tourism has been rapidly developing throughout the world. Many people have no desire to actively explore objects and enter their territory illegally, so they attend excursions to existing industrial sites. Special tours are organized for them to different cities of the world. In the Russian Federation, this type of tourism is poorly developed, in contrast to the countries of the European Union and North America, where it is very widespread. In Western countries, industrial tourism is not only popular entertainment, but also additional way attracting attention to the brand and stimulating sales of goods and services throughout the city. The rise of industrial tourism in Western European countries began 15 years ago. Excursions to the production facilities of BMW, Audi factories, Volkswagen's Autostadt theme park in Germany, Legoland in Denmark, Swarovski Krystallwelten in Austria and many others are an absolute success. However, not only individual brands, but also entire countries are famous for industrial tourism. tours of the Czech Republic, wine tours in Spain and France, flower tours in the Netherlands, diamond factories in Namibia.

Industrial tourism in Russia is represented by only a few dozen enterprises that invite people to visit them, and for this reason the market is practically not formed today. At the same time, the demand for many objects exceeds supply tens of times. In Russia, since the times of the USSR, excursion tours to Moscow confectionery factories have been very famous. Currently, it is quite difficult to get on such an excursion. As a rule, they are held for special guests, and occasionally for groups of schoolchildren. For example, registration for an excursion to the Rot Front factory is carried out only for 2 days in August for a year in advance.

There are also special tours for businessmen interested in industry and looking for profitable investment funds for production.

Enterprises that are actively developing industrial tourism, in addition to effective advertising and, in some places, an additional source of income, indirectly motivate their employees. Any employee is pleased to know that your work is valued and respected, as evidenced by the genuine interest of tourists. Productivity increases and the “production culture” improves.

Industrial tourism can involve not only the production of goods, but also the provision of services. It all depends on the enterprise. If a company is open to consumers and has something to brag about and show its advantages over competitors, then the doors to the enterprise are open to all curious tourists. Moreover, some also charge money for such excursions, and tourists pay very willingly. That is why manufacturers allow consumers into their production facilities, which is nothing more than very effective and cost-effective advertising: costs are minimal, and guests have only positive impressions. And the consumer, along with emotions, also receives trust in this company, within which he was taken, shown around and introduced to the staff.

In order to begin researching the characteristics of industrial tourism in St. Petersburg, it is necessary to understand how interaction between participants is built in this type of tourism and what industrial tourism is. Accordingly, it is necessary to begin the study of this area with how cultural tourism is defined and what are the features of its development in order to be able to move on to a more detailed study of the direction of cultural tourism - industrial tourism. Determining the main issues of cultural tourism allows us to understand the desire to develop new areas of tourism and diversify existing tourism products.

In the works of Russian and foreign scientists, cultural tourism is now considered as part of the formation of a specific program for the development of the region. Moreover, such a program is necessary not only for small towns that exist through the sale of cultural tourism products. It may be of interest to more major cities, which, in addition to other areas of activity, can develop cultural tourism if they can find methods to manage it Gordin V. E., 2011, 78.. This is due to the development of the urban area and the development of the urban environment, which is the main resource of the destination Smith S. K., 1994, 587..

The term “cultural tourism” itself appeared in the late eighties of the twentieth century, as studies appeared devoted to the study of such a concept as “heritage”, which became the basis for the emergence of tourism products specifically of cultural tourism Lyn Leader-Elliott, 2008.. Cultural tourism more often are generally associated with the artistic heritage of the territory, but it is worth noting that this is a broader area and may also include historical aspects heritage and development of the territory, which were of high importance for determining the vector of development of the territory Gordin V.E., Sushchinskaya M.D., Yatskevich I., 2001, 144..

There are many different definitions of cultural tourism that have been given by researchers of the cultural environment of cities who have studied the problems of identifying destinations for the development of cultural tourism. In their work, M.V. Matetskaya and V.E. Gordin generalize these definitions into the most fully characterizing cultural tourism Matetskaya M.V., Gordin V.E., 2011. Cultural tourism is a purposeful activity that aims to get acquainted with such features of a place that form its culture and specificity, while objects of attraction are not only the cultural landscape, localities, art, cultural and historical heritage, but also the way of life of people Ibid., 2.. The most complete definition of cultural tourism is given by the international tourism organization, which characterizes cultural tourism as a separate specific form of tourism, while The goal of consumers and visitors to a place is to recognize the culture and cultural environment of the place visited, which includes the landscape, traditions and lifestyle local population, artistic heritage of the territory, forms of activity and leisure activities ICOMOS, International Tourism Charter, 2002.

It is worth noting that cultural tourism involves both physical objects, which can be demonstrated to the visitor, and interpretative moments that are an integral part of the formation of a cultural tourism product, I reveal the essence and meaning of objects Chhabra D., Healy R., Sills E., 2003, 710.. This specificity of cultural tourism is that , that he takes on the specific features of culture, as a combination of two components of the tangible and intangible parts Rubinstein, 2006.

Cultural tourism also has a peculiarity in terms of the priority of visiting its sites on the part of the consumer. The classification of the priority of consumption of cultural goods is given from the work of V.E. Gordin, dedicated to the study of the features of the development of cultural tourism in the metropolis Gordin V.E., Sushchinskaya M.D., Yatskevich I., 2001, 145.:

• - professional cultural tourism based on professional contacts;
• - specialized cultural tourism (the main goal of the tourist is to satisfy cultural needs);
• - non-specialized cultural tourism (consumption of cultural goods is an integral and essential, but not the main goal of tourism);
• - accompanying cultural tourism (tourists whose main purpose of visiting is business, educational, scientific, sports tourism, can supplement the stay program with the consumption of cultural goods);
• - cultural quasi-tourism, which includes the movement of residents of a given area, one of the motives of which is the consumption of cultural goods Gordin V.E., Sushchinskaya M., Yatskevich I., 2001, 146.
• - residents act as consumers of cultural goods that are components of the tourism product (time and transport costs of residents when consuming some cultural goods, for example, cultural attractions of the suburbs of St. Petersburg, are comparable to the costs of “traditional” tourists) Gordin V.E., Sushchinskaya M., Yatskevich I., 2001;
• - residents become the most important target group among consumers of the services of cultural institutions during the low tourist season;
• - residents indirectly act as subjects of cultural tourism, because it is they who create the atmosphere of this destination Gordin V.E., Sushchinskaya M., Yatskevich I., 2001.

Accordingly, there is a huge balance of needs and priorities in consumer behavior when implementing cultural tourism, which needs stimulation and diversification to maintain consumer interest Raikonen J., Honkanen A., 2013, 110.. The main challenge is to understand how exactly is it necessary to diversify the product to increase the attractiveness of the destination as a whole Gordin V.E. 2011. The development of specific thematic areas of tourism can be one of the directions for the development of cultural tourism and obtaining more effects from its development O Conor J., 2004..

Industrial tourism is a direction of cultural tourism, because it is based on the historical heritage, which was formed as a result of the development of the territory, and specifically the industrial sphere, Khalyava O.A., 2015. In the study of the prerequisites for the formation of a strategy for St. Petersburg, the development of industrial tourism is considered only from the point of view of a possible direction for the formation of a strategy for cultural tourism in St. Petersburg Gordin V. E., 2011, which can be accepted for development. However, there is already a large group of industrial enterprises that are already involved in industrial tourism and could become objects of study.

The direction of industrial tourism as a field of activity that can be classified as a separate direction was formed at the end of the twentieth century (almost simultaneously with the increase in the popularity of cultural tourism), the motive for the appearance of such a name was the work of Eugenio Batistes, who explored plants, factories and mines in the 50s years of the twentieth century, finding in them monuments of industrialization and the era of the industrial boom Pine J., 2004. The first organized tours to industrial enterprises in order to get acquainted with the activities and method of production not for the purpose of business contact, but solely for educational purposes, appeared in the 80s years of the twentieth century Ibid..

The first company to develop steel production tours was American companies, in particular Jack Daniel's introduced a production tour to the market in 1866. Early tours from food and automotive enterprises in Europe appeared in the early 30s of the twentieth century, but such excursions began to become popular only at the end of the twentieth century Pozo B., 2012, 460.. Researchers at the European Center for the Experience Economy interpret this desire to create industrial excursions not as a desire for additional profit, but as a desire to make their product more understandable and relatable to the consumer, but the company itself is more transparent and open Pine J., 2004. Large companies use industrial tourism to maintain the company's image and form public opinion about the product it produces, while for smaller companies it is also a way to stimulate sales J. Pine, 1999.

Field trips were popular among visitors. The most widespread industries are the automotive industry, the food industry, and toy manufacturers J. Pine, 1999. Automotive production combines production tours with the process of purchasing a car, when the consumer, before placing an order, can familiarize himself with the production process and visit each stage of the creation of the car. Toy manufacturers are developing programs that allow visitors to be involved in the consumption process during an excursion, developing special play areas in which excursion visitors can try out the product Vidal F., 2015, 145.

On a special website you can find the coordinates of about 1800 French enterprises that provide services for organizing excursions to their production Vizgalov D.V., 2009. Most companies invite tourists for free, the rest ask for symbolic amounts of 5-10- -15, 30 euros, respectively, such a direction cannot be considered as an additional source of profit Ibid..

The popularity of industrial tourism is confirmed by statistical data on the attendance of individual production sites. In France, by 2007, 1,700 companies hosted tourists at their production sites. Largest quantity tourists were welcomed by the Rance tidal power plant, which receives 300,000 tourists annually. In England, the Cadberry chocolate factory is visited by 400,000 people a year. In Germany, the BMW plant in the Bavarian city of Wolfsburg is visited by more than 260 thousand tourists a year (data for 2007). In Spain commonplace wine tours are becoming, in France - cheese tours, in the Netherlands - flower tours Vizgalov D.V., 2009..

The rapid growth in the popularity of tourism products in industrial tourism clearly demonstrates the rapid development of the industry. However, its boundaries are much wider than is commonly believed, and the potential for use for city branding is far from being exhausted. Bramwell B, 1996. Not only industrial facilities can be attractive to tourists, but also any organization or company, any workplace in general. If there is motivation, banks, courts, schools and universities, regional and city administrations, logistics centers, libraries, train stations and airports, prisons and police stations, publishing houses, theaters and much, much more can become tourist sites. J. Pine, 1999.

Industrial tourism is a separate direction of cultural tourism, since it is based on the heritage of industrial enterprises, which was formed from their industrial activities Otgaar A., ​​2012, 89.. Industrial tourism is a direction in tourism that involves using industrial space as a cultural object, which was previously used or is currently used for the production of products Otgaar A., ​​2012, 89.

Cultural tourism is built on the basis of the cultural heritage possessed by the territory or objects that are included in it Ashworth G. J., 2001. Accordingly, if industrial tourism is a direction of cultural tourism, it also has at its basis cultural heritage, which is a fundamental point. In the literature there is the concept of industrial tourism, which also includes industrial tourism Otgaar A., ​​2012, 89.. Industrial tourism is at the intersection of the concepts of cultural tourism and industrial tourism.

Rice. 1.

Industrial tourism refers to the concept of the so-called industrial heritage, which also refers to the industrial use of space, to the industrial transformation of space Hospers G., 2002. . Industrial tourism or industrial facilities are associated with the transformation of industrial space and its use for purposes that are not related to the original purposes for creating the space Otgaar A., ​​2012, 89. For example, the use of space that previously belonged to the Red October plant for modern creative spaces and companies are redevelopment, if tourists visit this place, this refers to industrial tourism. However, such use of space does not apply to industrial tourism, since heritage and demonstration are not preserved technological process, which forms the basis of industrial tourism.

Industrial tourism is at the intersection of industrial tourism and cultural tourism, as it is associated with the use of industrial space, but “industrial heritage” serves as the basis for creating a specific tourism product. Lee Ch.-F., 2013. There is no exact definition of “industrial heritage”, which is the Russian analogue of a foreign concept. In the works of the authors, which are devoted to the impact and transformation of industrial space, this concept is translated as a feature of the territory, which consists in using it to create production facilities Otgaar, 2012.. Based on the theory of excursions already studied, we can say that it is this component in production tourism is transformative and meaning-forming - this is the deep meaning that the objects of the excursion have and which must be conveyed to the visitor of the excursion Cho M., Shin S., 2014..

There are three types of influence and work with this concept, which are implemented in practice:

• · Cultural redevelopment. Refers to the conversion of a defunct industrial space into cultural site Cercleux A.-L., Merciu F.-C., 2012.. This is very often used for contemporary art projects, can also attract tourists, but refers to cultural tourism. In addition, in this case, the enterprise no longer functions and, accordingly, cannot be a participant in the process and interaction.
• · Business redevelopment. This concept includes the transformation of industrial space for business purposes and its functioning as premises for other businesses. Ibid. . At the same time, transformation can be creative when the enterprise’s capacities are used, but not for their intended purpose. Non-creative use involves simply placing companies in the premises of the enterprise, without using this premises for their production process. This option also accepts a defunct enterprise that cannot be a participant in the process.
• · Industrial tourism. This concept refers to the use of industrial space to attract tourists; the tourism product is created from the very capabilities of the enterprise and from what it is currently doing. Ibid. .

Thus, in our area of ​​interest is only the concept of “Industrial tourism”, as a way of using industrial heritage, since only this direction forms a tourism product, which includes a real operating industrial enterprise. At the same time, enterprises can use their capabilities differently to attract tourists and use different incentives to promote and establish a tourism product Esteban Arwel J., 1996..

Firstly, the basis of a tourism product may be the history of the enterprise, which predetermined the interest in its activities on the part of tourists Cercleux A.-L., Merciu F.-C., 2012.. If the enterprise has rich history, which is connected with the history of the city, this will probably be an incentive for tourists to visit this enterprise.

Secondly, such a basis can be the brand of the product, which is associated with the brand of the city Ibid.. Tourists are interested in learning how such a product is produced and, perhaps, participating in the process of creating the product themselves.

Finally, the third reason for creating a tourism product may be an interesting technology for producing the company’s main product; accordingly, tourists will be interested in observing the process of creating products Otgaar A., ​​2012..

Thus, it is possible to characterize the incentives that manufacturers use to attract tourists based on industrial heritage. At the same time, the goals for creating a tourism product and inclusion in this industry may be different Garaca V., 2004.:

• · Increased awareness among consumers
• · Increasing loyalty among consumers
• · Attracting potential employees
• · Sales promotion
• · Strengthening the company brand
• · Joining a larger brand (city brand)

The intentions of consumers and tourists themselves to visit industrial tourism sites may also differ. It is also worth noting that in the literature there are different names for this type of tourism: industrial tourism and industrial tourism. Ibid. However, no differences were identified in the interpretation of this concept; accordingly, within the framework of this work, we can perceive them as identical.

As part of the study, we will need to understand what are the features of the development of industrial tourism specifically in St. Petersburg; for this we will describe this area from the point of view of which players operate in this area of ​​tourism activity. At the same time, the motives of industrial enterprises themselves for engaging in this activity are interesting, since they are already carrying out production economic activity, the organization of another type of activity represents, in addition to the positive effects, the costs of organizing such an activity and its maintenance and provision.

In the literature, there are three types of incentives for industrial enterprises that encourage them to become involved in tourism activities and develop excursion products that can be offered to the market J. Pine, 1999. The founder of the European Center for the Experience Economy, Joseph Pine, expressed the idea that the creation of such suggestions how a production tour is part of the marketing policy of an enterprise J. Pine, 1999.. It is not enough for a consumer to simply receive a product that he can purchase in a store, it is necessary to demonstrate to the consumer that he is open and involve him in the production process. Accordingly, the industrial excursion is an additional impression that the company implements. The company's efforts to create industrial excursions are aimed at increasing consumer loyalty and increasing and stimulating product sales. Ibid.. In this case, it is necessary to consider the creation of excursions as one of the types of company promotions. A tour is a type of marketing campaign that can be implemented as a tasting, an open day or a tour of the production facility.

The second direction for the development of production tours concerns the interaction between companies and potential employees, in this case the creation of tours can be correlated with the personnel policy of the Xie Ph company. F., 2006.. In this case, the incentive to visit the enterprise is an interest in it as a potential place of work. This may be due to a lack of qualified personnel in some narrow specialties or specialties that require high qualifications. The enterprise demonstrates its production capabilities to potential employees and declares the requirements that it places on employees; accordingly, it forms the basis for further replenishment of the personnel reserve. However, in this case, it would be illogical to build the concept of an excursion only on industrial heritage, since for potential employees there are slightly different categories of interests and other purposes for visiting an enterprise than just for tourists and for consumers Hospers G., 2002..

Finally, there is an interaction format that deals with work and business relations Bramwell B., 1994. This type of field trips is organized at the local and global level. The local level involves the organization of excursions by the enterprise for its partners. The reasons for such excursions may be the openness program that the company wants to implement, the complexity of the technology that the company wants to explain to its partners. There is also an incentive to improve the quality of interaction: if a partner understands the specifics of the company’s production process, it is easier to build interaction. The global level can be illustrated by large conferences, part of the business program of which is visiting manufacturing plants to become familiar with the production process. Visitors to such excursions are professionals from related or the same industry; accordingly, this cannot be considered as tourism in its pure form. Ibid.. An example of such interaction is the Russian-Finnish Chamber of Commerce, which organizes conferences and sessions to attract companies as part of the business program includes excursions to manufacturing enterprises Finland.

Thus, we have examined approaches to defining industrial or industrial tourism from the point of view of what interests are pursued by the companies organizing such tours and the visitors of industrial excursions themselves. To determine the features of the development of industrial tourism in St. Petersburg, it is necessary to conduct a study of the players in the existing supply of industrial tourism and, based on the analysis, highlight the characteristic features of the development of this type of tourism specifically in the city.

To understand how to manage industrial tourism in a particular destination, it is necessary to consider how a tourism product is built in principle and what components exist for the development of an industrial tourism product. To determine how we will identify the tourism product of industrial tourism in St. Petersburg, it is important to understand how the tourism product is constructed and what variables must be analyzed to study it.

Today humanity lives in an amazing time, when achievements technical revolution turned the large iron units of the last century into something unnecessary and impractical. Cars made in the Soviet era are becoming a real rarity, and “communist” plants and factories, workers’ settlements, empty marinas, and so on have also sunk into oblivion. In such places, as a rule, silence and tranquility prevail, which is why they are so attractive to aesthetes. The fact is that nowadays people are trying to diversify their leisure time to the maximum and experience thrills, planning their vacation not only in the lap of nature, but also in exotic places: abandoned enterprises, mines, settlements, residential buildings And so on. That is why in our country the development of industrial tourism needs detailed study. But for our country this is a relatively new area of ​​activity and not everyone fully understands its meaning.

Industrial tourism is a stay on the territory of abandoned enterprises, buildings for special or industrial purposes and other structures left without human supervision in order to satisfy research interest or gain aesthetic pleasure. In other words, people going to the above sites want to get positive emotions from simply contemplating rare buildings.

Of course, industrial tourism is one of the promising directions for representatives of domestic business, but how to competently organize the business and what difficulties will be encountered in this case is a big question. Let's take a closer look at it.

Historical reference

Of course, the development of industrial tourism is one of the important tasks for the state. This sphere entrepreneurial activity could replenish the state treasury. And in fairness, it should be noted that in some regions of our country the development of industrial tourism is in full swing. The fashion for exploring abandoned places and finding interesting objects in them came to us from the West.

In Europe and the USA, the development of industrial tourism is no longer an “empty phrase”. Foreigners began spending their leisure time in such an unusual way in large numbers in the early 80s of the last century. In the Soviet Union, thanks to the Iron Curtain, only a few people knew that it was possible to climb on rooftops and visit abandoned churches for recreational purposes. However, an increased interest in leisure in abandoned industrial zones among Soviet citizens appeared even after the release of the famous novel by the Strugatsky brothers “Roadside Picnic” (1972). Well, the film “Stalker”, based on the work of the Strugatskys, warmed him up even more. It was directed by the well-known Andrei Tarkovsky in 1979. However, the strict isolation of the USSR from outside world“was bearing fruit”, so a consolidated group of lovers of a non-standard type of recreation was not formed at that time.

But time passed, power and morals changed, and industrial tourism in Russia began to gain popularity after a computer game called “S.T.A.L.K.E.R.” appeared in 2007. Those who walk through abandoned factories and explore subway tunnels have come to be called stalkers.

The World Wide Web also played its part in increasing interest in such an unconventional pastime. Entire communities of people have emerged who like extreme sports. Unlike the USA and European countries, industrial tourism in Russia has specifics. Its adherents do not tell anyone about their hobbies, much less the location of the objects they like to visit.

Classification

There are several variations of industrial tourism. Let's list the main ones. We are talking, in particular, about digging, urbanism, roofing, post-pilgrimage.

Digging

This option for spending leisure time involves exploring abandoned objects located underground, namely: sewer tracks, subways (“ghost stations”), tunnels.

The exception is quarries and adits. As a rule, physically strong people become diggers, since this type of recreation requires a certain dexterity and dexterity. In addition, you cannot do without special equipment.

Ruffing

This type of industrial tourist is enjoyed by those who like to admire picturesque views from city rooftops. Many people are ready to sacrifice everything in order to look at the city from a bird's eye view. Extreme sports are especially popular in the city on the Neva, where the local architecture is optimal for roofing.

Passive tourism

There is also a variant of industrial tourism, which belongs to the “light” category.

His supporters also unite in groups and go to study ancient abandoned households or closed military bases.

Urbanism

It does not contain “hard” extreme sports and is a recreational destination. It involves taking city walks, but only in those settlements that are characterized by a high degree of urbanization, technological development or, on the contrary, devastation and decadence.

Post-pilgrimage

This type of pastime involves exploring other objects of religious heritage. Its adherents often manage to find the value of which is very, very high.

Passive version of industrial tourism with a commercial focus

Of course, the development of industrial tourism in Russia leaves much to be desired. And this is largely due to the lack of objective prerequisites for this. Most people are simply not mentally prepared for extreme leisure options and for not always legal entry into the territory where empty objects are located.

In addition, not everyone is an aesthete when it comes to assessing this or that industrial landscape: many have an absolutely indifferent attitude towards them. Therefore, the question of how industrial tourism is developing will remain on the agenda for many years to come. But companies specially organize tours for those who show interest in “non-working” industrial facilities that need modernization. And there really are investors for them. This is another variation of industrial tourism.

Is it possible to make money in this segment?

Naturally, monitoring how industrial tourism is developing in Russia, today it is impossible to say with one hundred percent certainty that it is highly profitable. Of course, it is fraught with business risks. But as you know: “He who does not take risks, he…” And yet, before entering into this field of activity, you should carefully weigh all the pros and cons.

First, you should write a rough business plan. Secondly, it is necessary to decide on a specific type of industrial tourism. Thirdly, answer the question: “Will you have a specialized area or do you intend to expand your business in the future?”

Fourthly, analyze which industrial tourism sites are located in your locality or its surroundings. Fifthly, you must advertise your services: for this, it would not be amiss to create an Internet resource, on the pages of which you will describe in detail a ghost town or an empty old manor located not far from the place where you live. You should also join the online community of those people who prefer an unconventional vacation. And these are just the initial steps on the path to a successful business.

Implementation of the idea in Russian regions

It should be noted that currently in some major cities On the periphery there is a gradual development of industrial tourism. In Russia, as already emphasized, this is a new direction of entrepreneurial activity. Objects located in Novosibirsk, Kazan, St. Petersburg, Chelyabinsk, Yekaterinburg, Samara have been attracting adherents of non-standard pastime for several years now.

Let's look at how industrial tourism develops using an example. We will talk about the Sverdlovsk region. One of the large industrial facilities is located here - the Old Nevyansk Plant. It was opened to tourists five years ago. Totally agree Last year The enterprise was visited by over one hundred thousand people. The building needs renovation, and in the future the “Secrets of Metal” museum and the Astrological Center will function here. Not far from it, a congress and exhibition site of the Nevyansk Historical and Architectural Museum called “The Lord's Mansions” will be equipped. Infrastructure for tourists will also be developed: there will be places for accommodation, food and leisure activities. And this is just one of the many projects of the regional Ministry of Culture.

Business prospects

Of course, in our country, urbanism, roofing, digging, and post-pilgrimage are a “free” niche from the point of view of building a business. But what are the prospects for the development of industrial tourism in Russia? To make them clearly visible, it is necessary to do some analytical work. For example, remote, abandoned villages (they exist in almost every region) can be transformed into natural museums. This does not require much investment, and profits can be made all year round. Industrial tourism is also quite profitable today, within the framework of which a person can personally observe the production process. In particular, excursions to the Baltika brewery are already popular in the Northern capital. Moreover, Russians will be interested in enterprises of various types, be it confectionery factories, wineries, apiaries, etc. The prospects are truly terrible, especially since Russia is a storehouse of natural and recreational resources.

Problems

Of course, we should not forget that there are certain problems of industrial tourism. Firstly, the system itself for organizing excursions to abandoned factories is not properly built, and travel companies do not play a key role here. It is often very difficult to determine who is the owner of a particular abandoned object and with whom exactly to enter into an agreement. And here the help of local governments, which, unfortunately, are passive in this matter, would be very useful.

Secondly, the problems with the development of industrial tourism lie in the fact that this area of ​​activity is not regulated at the legislative level in any way. In particular, the range of subjects and the procedure for providing services in urbanism, post-pilgrimage, and so on have not been defined. Thirdly, passion for certain types of industrial tourism can lead to serious health problems and even death. Before going to a particular site, it is necessary to analyze it from a safety point of view: this may require special equipment, and often ordinary tourists do not have it. Taking into account the above, for the development of industrial tourism, we need to study and adopt experience from Western European countries.

Sklyarenko S.A., Panchenko T.M., Selivanov I.A., Golovenko M.V.
Russian entrepreneurship. - 2011. - No. 10, issue 1 (193). - P.146-150.

Prospects for the development of industrial tourism in Russia

Annotation. The article examines the prospects for the development of industrial tourism in Russia during the period of formation post-industrial economy using the example of enterprises with mothballed equipment in the sugar industry.

Keywords: economics of tourism, industrial tourism, sugar factories, post-industrialism.

American companies are considered to be the founders of industrial tourism. For the first time, the Jack Daniel's factory opened its doors to its visitors in 1866. Since then, there are few companies left in the United States that do not allow tourists to visit them, as this is considered bad form and can harm the company’s reputation. Until the mid-20th century, the tourism market was too narrow, therefore the industrial tourism market, even in the USA, was more of a market for leisure services for the local population than an intercity market, and even more so international tourism. Real market industrial tourism is only beginning to take shape in the middle of the 20th century, along with a revolutionary breakthrough in market development tourism services, but the real growth of this segment in developed countries of the world begin to emerge only in the early 90s. XX century. Up to 90% of European travel agents currently working in the industrial tourism market, according to findings from A. Otgaar’s study, have entered this segment tourism business at the turn of the 80-90s. XX century. Today, excursions to the production plants of BMW, Audi, Volkswagen's Autostadt theme park in Germany, Legoland in Denmark, Swarovski Krystallwelten in Austria and many others are an absolute success.

However, not only individual brands, but also entire countries are famous for industrial tourism. Beer tours in the Czech Republic, wine tours in Spain and France, flower tours in the Netherlands, and diamond factories in Namibia enjoy worldwide recognition.” “In France alone, by 2007, 1,700 companies received tourists at their production sites. Among the leaders is the Rance tidal power station (300 thousand tourists annually) at the mouth of the river of the same name (Gulf of Saint-Malo, France). The British chocolate factory Cadberry is visited by 400 thousand people a year." With more detailed description history and current state The market for this type of service in developed countries of the world can be found, first of all, in the works of prominent foreign experts on this issue, such as Doctor of Economics from the University of Rotterdam Alexander Otgaar and Doctor of Economics from the University of Melbourne Elspeth Frew.

Industrial tourism in Russia

In Russia, since the times of the USSR, excursion tours to Moscow confectionery factories have been very famous. Currently, it is quite difficult to get on such an excursion. As a rule, they are held for special guests, and occasionally for groups of schoolchildren. For example, registration for an excursion to the Rot Front factory is carried out only for 2 days in August for a year in advance. For modern tourists, this type of vacation is very interesting; it gives them the opportunity to experience even their hometown from a different perspective. Modern travel agencies, such as, for example, Promtour, already today offer tours to the Elochka children's toy factory in Klin, the Moscow bakery and confectionery plant "Kolomenskoye", open their doors themselves today MPBK "Ochakovo", PC "Baltika", but the volumes " open doors of industrial companies for tourists” still remain incomparable with Western ones. In Russia, industrial tourism is represented by only a few dozen enterprises, despite the fact that the demand for such tours is very high.

Among closed facilities, the situation is even more critical. According to D.I. n. Yurkina I.N. in Russia, the only object used for the study of monuments of industrial culture with large-scale museumification can only be called the Demidov Nizhny Tagil plant. This industrial facility was gradually closed in the 60-80s. XX century, but at the same time the buildings and equipment of the enterprise were completely preserved with the aim of subsequently creating a “factory-museum” on their basis. . Other domestic closed industrial facilities, such as industrial heritage projects with a museum formation, are of a lower rank in terms of the formats for preserving working facilities and are more likely of a research and development nature than of a potentially applied nature for the economics of industrial tourism in Russia.

We find almost no research by domestic economists on the development of this type of segment of the tourism business in domestic periodicals. Of the works we found in Russian-language publications, it is worth highlighting only one work by E.P. Scholz-Kulikov. on the development of the industrial tourism market at the wineries of the Crimean Peninsula.

Alas, in the era of the global fight against terrorism, managers at all levels of management of Russian industry will be happy to close the view of the production that brings the main surplus product to society from the eyes of the curious, and today it seems almost impossible to overcome this trend. Churches, museums, parks and alleys will remain open doors for curious tourists, although there is probably no point in wondering where the new attack from fanatics of prohibitions and lobbyists for the productive structures of security systems will be directed.

Problems of opening industrial tourism facilities

According to our proposal, such objects should be precisely closed industrial facilities, preferably with incompletely dismantled equipment and incompletely dismissed industrial personnel, incl. and in the provinces, in villages, towns and cities, where these enterprises were city-forming. To open such a facility, of course, significant capital investments will be required, including the organization of high-quality places for accommodation, food, leisure, the organization of the work of guides with both the psychology of a travel agent and the psychology of an industrial worker who understands all the intricacies of the production processes that took place on this enterprise, and able to answer any question from tourists.

Significant additional capital investments will also be required in the reconstruction of the enterprise’s internal infrastructure for a tourist facility, and in some cases even external to the enterprise. In addition, the implementation of such a project in our conditions will also require a huge number of approvals, including the assistance of municipalities and federal authorities in facilitating the legal part. In a number of cases, joint gratuitous financing for the overhaul of regional infrastructure facilities for effective organization project will be simply necessary.

We carried out applied calculations to assess the effectiveness of the implementation of this project for enterprises in the Russian sugar industry. It is worth noting that the modern effective development of enterprises in this industry presupposes their functioning only with a regular increase in production capacity. If this kind of process is impossible, enterprises in this industry fall into the group of outsiders, with subsequent conservation or liquidation of production.

A similar trend has been clearly expressed in the European sugar industry over the past 150 years. Russian trends over the past 7-20 years have also been moving in a similar direction, but, unlike Poland or Ukraine, where the number of operating factories has decreased by 3-4 times from 76 to 18 and from 190 to 75, respectively, in Russia the trend is less significant, here the reduction of plants occurred from 91 to 75, and half of the closed plants dismantled equipment, and half only mothballed them. As the main experts of the sugar industry unanimously state, in the next 3-4 years the number of operating factories in Russia should be reduced to 60, and those factories that, for the most part, begin their history will be closed. production activities back in the 19th century.

Social and psychological aspects

According to our calculations, at these plants, which are mostly located in the Chernozem region (Voronezh, Kursk, Belgorod, Tula region) when carrying out capital investments for each of them, in the range of 60-90 million rubles, with favorable market conditions, the payback of projects can be achieved within 8.5 years after the start of their operation. At the same time, in this amount of costs, the volume of investment by municipal authorities should be up to 30%, first of all, in order to make it easier for this project to go through all the bureaucratic delays at the local level, both at the stage of commissioning and at the stage of the actual functioning of the project .

In addition to the economic and socio-historical components in these projects, it is worth noting the socio-psychological aspects. These projects, if successfully implemented, will not only allow us to receive another influx of investment in Russian Federation thanks to advertising from tourists who visited the country, but will also ensure the mitigation of all the psychological burdens of the personnel of closed industrial facilities, which stem from the process of transformation of social relations in the modern period.

Some of the selected workers from these enterprises, capable of professional retraining, seeing that they are the ones who are saving the enterprises that their fathers and grandfathers built from complete liquidation, it seems, will raise this issue with redoubled force. new project, how once their great-grandfathers, grandfathers and fathers raised the previous project, leaving the rural fields in order to stand at the machines of these very enterprises, which today are close to their closure.

Literature

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Semyon A. Sklyarenko, Tatiana M. Panchenko, Igor A. Selivanov, Maxim V. Golovenko. Prospects for Development of Industrial Tourism in Russia

Abstract. The article considers the prospects for the development of industrial tourism in Russia during the formation of the post-industrial economy by the example of companies with the equipment removed from operation in the Russian sugar industry.

Keywords: economics of tourism, industrial tourism, sugar factories post-industrialism.