Shirikhina E.Yu.
Problems of modern economics. - 2012. - No. 1 (41).

The article explores the cluster approach in tourism. The industry is based on the creation and sale of a unique product that does not have a material form, but is capable of developing and improving to attract many other sectors of the economy, including small and medium-sized enterprises.

Keywords: tourism, competition, small and medium business, cluster, cluster approach.

People have been traveling since ancient times and this has affected the socio-economic life of society. Now tourism is one of the most powerful factors that allows countries' economies to develop, introduce new technologies, and solve social problems. That is why we increasingly hear such characteristics of tourism as “a phenomenon of the twentieth century”, “tourist explosion”, “tourist revolution”. Unfortunately, for a long time the role of tourism was underestimated, and it began to develop most intensively only in recent decades.

In order to competently, expediently and effectively manage this industry, in addition to a clearly developed and effective strategy, an analysis of its functioning in previous periods is necessary.

In the recent past, the word “tourist” usually meant a foreign citizen who came to our country. Or those lucky ones who have the opportunity to travel abroad. Thus, in Soviet period tourism activity was mainly limited to the development inbound tourism. But, nevertheless, along with this, there were also such forms aimed at domestic tourists, such as boarding houses, holiday homes, departmental sanatoriums, health camps, pioneer camps, etc.

It should be noted that foreign tourists have always shown great interest in Soviet Union, since the history and culture of Russia, a way of life different from our own, have always been attractive to foreigners experienced in travel. Therefore, in Soviet times there was an intensive dynamics of incoming tourism. This had a positive effect on the country’s economy, since there was an influx of foreign exchange Money. I would like to note that the tourist infrastructure was in very good condition. There were a number of comfortable hotels designed to receive exclusively foreign tourists, restaurants, and cafes. In addition, there was good developed system excursion service, which was staffed by highly qualified guides with knowledge of a foreign language.

At the same time, domestic tourism also took place, i.e. "tourism within Russian Federation, persons permanently residing here 1. Domestic tourism in Russia is characterized by seasonal fluctuations, which has several reasons. First of all, these are natural and climatic conditions. The second reason is the rather limited tourism product. The third is the underdeveloped tourism infrastructure. The fourth reason is related to the traditional time of vacations, school and student holidays.

Currently, the Russian Government is paying attention to several territories where it is planned to create special economic zones of a tourist and recreational type. Such territories include Krasnodar, Stavropol and Altai region, Kaliningrad, Irkutsk regions, Republic of Buryatia and Republic of Altai. Unfortunately, the Arkhangelsk region is not on this list, although it has all the resources and potential to become one.

In the Soviet format, tourism, like all other sectors of the national economy, functioned through government agencies. As a rule, these were large enterprises offering services such as accommodation, meals, excursion services, etc. With the transition to a market economy, such a management scheme has become too cumbersome, unmanageable, ineffective and requires significant financial investments. As in other industries and services, preference has begun to be given to small and medium-sized enterprises, since they are now more mobile, maneuverable, manageable and efficient.

It is also important that in conditions market economy competition is the main driving force for the creation of high-quality and at the same time inexpensive goods and services. An enterprise has a competitive advantage over other enterprises producing a similar product if it reduces its production costs, effectively uses all available resources, and applies Newest technologies and technology. Practice has shown that if there is a monopolist in an industry, then it dictates its terms to the consumer. Only healthy competition from a larger number of enterprises allows the consumer to choose the product that best suits him. This approach is typical for all sectors of the economy in market conditions. The tourism industry is no exception.

If we consider that tourism is connected with many other industries, then we can clearly see the broadest opportunities for business, especially for medium and small ones. According to statistics, the share of small enterprises in Russia in the total number of all enterprises is only 30%, and in EU countries - 90% of the total number of enterprises. National authorities generally attach great importance to supporting small and medium-sized businesses. As a result, these countries demonstrate stable economic development, solutions to employment problems, and the production of quality goods at minimal production costs.

In a market economy, the place and role of small and medium-sized businesses are determined by their functions and real contribution in social development. Small business today is the “locomotive” that makes the economic and political life of any country sustainable 2.

The tourism industry combines not only a large number of tourism enterprises, but also enterprises in tourism-related industries and those enterprises that are indirectly involved in the process of providing tourism services.

IN Lately In Russian scientific and government circles, the phrases “cluster”, “cluster business”, “cluster approach” are increasingly heard.

The word “cluster” comes from the English word cluster, which means swarm, accumulation. Initially, a cluster was a compact group of atoms, molecules or ions connected to each other, which has properties different from the properties of its constituent elements 3 . The decisive thing here is that the elements are interconnected, but their community has different properties than each element separately.

We propose the concept of the tourism industry as a kind of cluster.

Cluster business is the joint development of companies united by territory, infrastructure, human resources and other characteristics, which makes it possible to best optimize the production process and with greater benefit distribute funds for development.

There is an opinion that a cluster is a special organizational system that involves not just a union of enterprises, but an entire production chain. Michael Porter, a professor at Harvard School, is considered to be the founder of cluster theory. He is also the author of the concept of competitiveness strategy. In his book Competition, Porter emphasizes that one of the important factors For the successful development of a cluster, it is necessary to have a sustainable development strategy. According to M. Porter, “clusters are an organizational form of consolidating the efforts of interested parties aimed at achieving competitive advantages in the conditions of emerging post-industrial economy" 4 .

the main objective clusters are an opportunity for business and for the region to develop dynamically and according to plan - taking into account the strategy. The cluster is a real opportunity to ensure competitiveness in the future, i.e. designed to create a long-term strategy for the development of enterprises for 5-10 years or more. Cluster enterprises specialize in a specific sector of the economy and are localized geographically. The task of cluster association is to ensure that stronger enterprises pull up weaker ones. In the period of post-industrial economy, clusters are groups of enterprises, including medium and small ones, located in the same territory; this is the basis for effective economic development regions and the state as a whole. They are initiated by business, but joint efforts of business, the executive and legislative branches are required. All this is the basis for regional economic development.

To form a cluster, a high degree of trust of participants in relation to each other and long-term horizontal planning are required economic process. The use of the cluster approach in the tourism business significantly reduces the costs of cluster enterprises. If in European countries Since the origin and emergence of clusters began in the 70s, the cluster approach came to Russia with a delay of 20-30 years. But for the regions, this approach currently means the creation of a complex of social infrastructure facilities, such as schools, hospitals, high-tech small and medium-sized enterprises.

Cluster approach for small and medium-sized businesses has a number of significant positive aspects. This includes a significant reduction in barriers to entry into the market due to unification within the cluster, and a rational distribution of resources (human, financial, technological, technical), and the spread of the positive reputation of the cluster to all its participants. For the region, this means ensuring employment for the population, attracting qualified specialists, and developing social infrastructure.

Famous economist of the 19th century. A. Marshall said that associations of entrepreneurs play a significant role in clustering. Undoubtedly, an association of entrepreneurs can solve their problems much more effectively than an individual entrepreneur. Small and medium-sized businesses have their own difficulties.

Research in the field of cluster approach mainly relates to the manufacturing sector. Similar studies in the field of tourism are practically absent. A notable work on this issue is the article by A.Yu. Alexandrova “Tourist clusters: content, boundaries, functioning mechanism.” In this work, a cluster is considered as a system capable of creating a special environment favorable for increasing the competitiveness and development of the region. Such a system has a number of distinctive features, the main one of which is the geographical proximity of economic units. The peculiarities of the tourism business currently make the cluster approach relevant, since tourism is characterized by a wide range of inter-industry connections, the predominance of small and medium-sized businesses, the intangible nature of the tourism product, and the different nature of perception of this product by producers and consumers. All the general patterns of formation and functioning of the cluster resonate in the tourism industry. This is expressed in the interrelations of the firms included in the cluster, and in the combination of cooperation and competition, their functioning on the basis of public-private partnership.

According to the concept of A.Yu. Alexandrova, “the tourism industry has a number of features that make the cluster approach relevant in the development of the leisure and travel sector. The tourism industry is distinguished by the breadth of intersectoral connections, fragmented structure,... the predominance of small and medium-sized businesses, the intangible nature of the tourism product, its unequal perception by producers and consumers, etc.” 5 .

When talking about a tourism cluster, it is advisable to talk about the so-called diamond of competitive advantages of M. Porter. This diamond is formed through the following elements: conditions for factors of production, demand conditions, sustainable strategy, structure and competition, and related and supporting industries.

The process of clustering in tourism especially accelerated when amendments to the Federal Law “On Special Economic Zones in the Russian Federation” (2006) were adopted.

Unfortunately, the Arkhangelsk region, with its significant tourism potential, is not indicated in the Concept, but, nevertheless, the creation of such a cluster in the region is justified and can lead to very significant positive results, provided that entrepreneurs from the local population are included in this process. as well as executive and legislative authorities.

Currently, work is underway to develop a Strategy for the development of tourism in the Arkhangelsk region until 2030. A multifaceted analysis of the competitive environment, external and internal factors, combined with a cluster approach, a realistic assessment of available resources, as well as full support for small and medium-sized businesses will allow us to develop a full-fledged Strategy that will bring the Arkhangelsk region to new stage development, solve numerous social and economic problems of the region.

Literature

1 Federal Law-132 “On the fundamentals of tourism activities in the Russian Federation” dated 10/04/1996 (as amended by Federal Laws dated 01/10/2003 No. 15-FZ, dated 08/22/2004 No. 122-FZ, dated 02/05/2007 No. 12-FZ, dated 12/30/2008 No. 309-FZ, dated 06/28/2009 No. 123-FZ, dated 12/27/2009 No. 365-FZ, dated 07/30/2010 No. 242-FZ
2 Finance and credit. - 2004. - No. 014. - P.63, 71
3 http://dic.academic.ru/dic.nsf/nanotechnology/cluster
4 Porter M. Competition. Translation from English - M.: Publishing house. House "Wilms", 2001.
5 Alexandrova A.Yu. Tourist clusters: content, boundaries, functioning mechanism // Economic problems development of service and tourism. 2007. - No. 2. - P.52.

Law of the Russian Federation on fundamentals tourism activities in the Russian Federation (8) defines tourism as “temporary departures (travels) of citizens of the Russian Federation, foreign citizens and stateless persons (hereinafter referred to as citizens) from their permanent place of residence for recreational, educational, professional, business, sports, religious and other purposes without occupation paid activity 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 of gross national product (GNP); - budget replenishment due to an increase in tax collections 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; - the 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:

1. Availability of unique tourist resources.

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

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

4. Existence of sustainable economic ties between satisfaction-oriented organizations public needs in recreation.

5. 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.

6. 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 in various sectors of the economy to meet the growing needs for quality tourism services with an increase in regional tourist flows.

Course work

cluster approach to development 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 global GDP in 2010 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 some countries, such as Andorra, Cyprus, Malta, Spain, tourism industry revenues 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 comprehensive 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 a share of tourism receipts in GDP indicates the vulnerability of the economy in the event of a change in the global environment. 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 tourism product of Russia 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 their 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:

an increase in cash flow, including an influx of foreign currency, and therefore an increase in household income; - 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, t .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 of local residents due to the demonstration effect.

The disadvantages associated with the development of international tourism include: - rising prices for local goods and services, natural resources and real estate; - the possibility of infringing on the development of other industries; - the 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 by the following characteristics:

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 in various sectors of the economy to meet the growing needs for quality tourism services with an increase in regional tourist flows.

2. Main features tourism cluster 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, more and more people, not only from all over Russia, but also from all over the world, 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 secondary specialized 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, information resources are being created that are available on the streets of the city and on the Internet for 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, and educational institutions that train specialists for the tourism business. 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 the 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.

The 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 locations of a special economic zone of a tourist-recreational type.

Pronounced seasonality of the tourist flow.

Low level of service in all sectors tourism industry due to 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:

) improvement of legal mechanisms for protecting consumers of tourism services, including the institution of financial guarantees for tour operators, mechanisms for resolving large-scale problems in tourist market, simplification of visa, 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 "Gates of Baikal" on the territory of the Slyudyansky district municipality (ski resort "Mountain Sobolinaya" and the area "Mangutai")

) 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 Maloe 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 route of foreign tourists that has been established for decades “Moscow - Ekaterinburg - Irkutsk - (Ulan-Ude) - Ulaanbaatar - Beijing" assumes the intersection of interests of organizations providing tourist 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, and 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. The 2006 program does not provide for capital investments, 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 tourism 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, ensuring the activities of tourist information centers and points, etc. by promoting the Irkutsk region in the domestic and international tourism 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 defined as an exemplary form of economic development, the goals of which are: - improving the quality of life of the host population; - ensuring high level visitor experience; - maintaining the quality of the environment on which both host populations 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.

Effective interaction between all stakeholders (government authorities, tourism industry organizations, scientific and public organizations) based on the principles of public-private partnership is possible 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.

The use of a program-targeted method of planning activities for the formation and further development of 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.

Cluster approach to positioning in tourism

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

Keywords: Tourism, positioning, cluster, cluster approach.

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

Keywords: Tourism, positioning, cluster, cluster approach.

Bunakov Oleg Alexandrovich
graduate student
Russian International Academy of Tourism

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Table 1 - System of interests of tourism cluster participants

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

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

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

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

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

Bibliography:

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

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

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

Note: State No. reg. articles 0421100034/0116

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

• CLUSTER APPROACH
• SPECIAL ECONOMIC ZONE
• TOURISM
• CLUSTER

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cluster types:

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

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

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

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

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

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

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

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

A distinctive feature of the cluster is targeted entrepreneurial activity.

12 characteristic features of clusters:

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

7 main characteristics of clusters:

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

Strategic cluster development projects:

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

Resource potential of the tourism cluster:

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

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

A. Marshall is considered the founder of cluster theory.

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

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

The essence of creating clusters is to create conditions for innovative development tourism.

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

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

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

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

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

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

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

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

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

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

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

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

Bibliography

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