Introduction

Entire territory Vologda region divided into districts. The more attractive an area is for tourists, the faster tourism develops in the area. But, unfortunately, we do not always pay attention to the resources that are available in the area and do not fully use them to attract tourists.

Forming the tourist attractiveness of an area is very important, because the more attractive the territory is, the faster a potential tourist, tour operator, or investor will become interested in it.

One of the main tasks when creating a tour is to identify the factors that make up the tourist attractiveness of an area.

This thesis is devoted to the topic “Formation of tourist attractiveness of an area, region using the example of the Vologda region, Vashkinsky district.”

The work examines not only the general concepts of tourism, tour, and tourism business, but also determines the main directions of tourism development in the Vologda region, as well as in the Vashkinsky district.

The object of study of this work is:

1. The state of tourism in the Vologda region.

2. Tourist resources of the Vashkinsky district.

The subject of the study is:

1. Factors influencing the development of tourism in the Vologda region.

2. Factors influencing the development of tourism in the Vashkinsky region.

Goal of the work:

1. Identify the most popular tourist routes in the Vologda region.

2. Study the tourism industry of the Vologda region.

3. Expand the concept of tourist attractiveness and identify its foundations, which consist of a number of tourist resources, such as natural and recreational resources, cultural and historical heritage, tourism industry using the example of the Vashkinsky district.

4. Determine the most promising directions development of tourism in the Vashkinsky district.

5. Identify strengths and weak sides tourism in the Vologda region.

Job objectives:

1. Identify factors that influence the tourist attractiveness of the Vologda region and Vashkinsky district.

2. Show how factors are used in practice.

Subject thesis is quite specific, but the relevance of its study may be of particular interest to specialists working in the field of tourism.

Tourism as a sector of the economy

Basic concepts of tourism

Tourism is a phenomenon known to everyone. At all times, our planet has been crossed by numerous travelers and pioneers. But only recently tourism has emerged as a specific form of human activity.

Each of us imagines tourism as a more or less well-known industry, since we have all traveled somewhere and spent vacations away from home. Tourism is a relatively young phenomenon with roots going back to ancient times.

Currently, tourism is one of the most dynamic sectors of the world economy. Tourism is also tourism enterprises, primarily the activities of tourism organizers and intermediaries. Today, the number of travel companies has increased greatly, and fierce competition forces them to occupy their niches in the market. There are companies that deal with individual countries or destinations, there are companies that work only to receive tourists, there are those that work with groups and those that organize trips on an individual order. There are tour operators who completely organize trips and offer ready-made routes to other travel agencies, and there are travel agents who act as intermediaries between the tour operator and the client. Information about various tours flows to them, from which they select the one the client needs and the most affordable one.

Travel and tourism are two inextricably linked concepts that characterize a certain way of human activity. This includes recreation, active entertainment, sports, knowledge of the world around us, treatment and many other activities. However, there is always a characteristic action that defines and separates the journey itself from other areas of activity - the movement of a person to another area or country, continent, different from his usual location or residence.

Traveling involves individuals, groups of people united by the same interest and goal, entire expeditions, including military ones, which may include several hundred or even thousands of specialists, as well as diplomats, migrants and settlers. For some peoples, traveling is a way of life that has been established for centuries and caused by the climatic characteristics of the area of ​​residence. These include, for example: Belungi, Bedouins, Gypsies and other peoples. Nomads, along with their herds of animals, move annually as they develop pastures, and even state borders do not stop them. So the Belungis constantly migrate from Pakistan to Afghanistan.

Thus, travel is the movement of people in space, and a person making a journey, regardless of goals, directions, means of transportation and time intervals, is called a traveler.

Tourism, as a special case of travel, has clear limitations, characteristics and many definitions in a conceptual sense.

Unlike travel, tourism is a category that is strongly influenced by economics and has a duality in the internal nature of the phenomenon, since tourism is both a special, mass type of travel and the activity of organizing and implementing these trips.

Tourism is the temporary movement of people from their place of permanent residence to another country or locality within their country in their free time for the purposes of pleasure and recreation, recreational, guest, educational or professional and business purposes, but without engaging in paid activities in the place visited .

There are the following types of tourism:

International tourism is a systematized and purposeful activity of tourism enterprises related to the provision of tourism services and tourism products to foreign tourists in the territory Russian Federation and the provision of tourism services and tourism products abroad.

Outbound tourism is travel of persons permanently residing in the Russian Federation to another country.

Inbound tourism is travel within a state by persons not permanently residing in the territory of that state.

Domestic tourism is the temporary departure of citizens of a particular country from their permanent place of residence within the national borders of the same country for recreation, satisfaction of educational interests, sports, and other tourist purposes.

Based on the method of organization, a distinction is made between planned and amateur tourism.

Planned tourism is any type of tourism developed and implemented by tourism organizers - tour operators. Planned tourism is regulated by the state through laws and regulations. It forms the basis of the mass tourism industry. Planned tourism was started by Thomas Cook. It was he who, in 1849, came up with the idea of ​​selling planned services in a package: transportation, excursions and meals.

To a large extent, planned tourism is the main component of the activities of various commercial organizations and entrepreneurs.

Amateur tourism is a specific type of social tourism activities carried out on a voluntary, amateur (amateur) basis. Amateur tourism is based on the activities of voluntary tourist associations, unions and tourist clubs, which publish their own regulations regulating tourist activities, conduct hikes, tourist rallies and competitions, publish their own tourist methodological literature and periodicals. Amateur tourism has a program -regulatory framework, defining the directions, nature, content of tourist social practice, requirements for mastering tourist skills.

Social tourism is a type of tourism subsidized from funds allocated for social needs in order to create conditions for travel for schoolchildren, youth, pensioners, disabled people, war and labor veterans and other citizens who are supported by the state, government and non-state funds and other charitable organizations provide social support as the least advantaged part of the population when using their recreation rights.

Social tourism is considered as:

1. Travel and other types of tourist activities, health improvement and recreation, sold by citizens of the Russian Federation at the price of a social tour, one-time social tourism services, or subsidized from funds allocated by the state for social needs;

2. Sphere professional activity on the formation, promotion and implementation of social tours, one-time social tourism services;

3. Social movement of participants in social tourism.

The UN Statistical Commission, in the introduction to the third version of the International Standard Industrial Classification (ISIC), gives the following definition of industry: a branch of the economy is the totality of all production units engaged in predominantly the same or similar type of production activity.

An industry is characterized primarily as a collection of homogeneous production units. The latter act in the economy as objects of sectoral management, and the subjects of management are sectoral ministries. All countries in the world have ministries. But not all of them have tourism ministries. There was a “ministerial” period in the history of Russian tourism, when it was led by the Ministry of Culture and Tourism. For a short time, this ministry was subordinate to not only tourism enterprises, but primarily numerous museums, theaters, cinema and concert halls, etc. This was far from the best period of domestic tourism. It was at this time that the collapse of the previous public structure of tourism occurred, since the leadership of the ministry unwittingly considered tourism only as a financial aid to support another rapidly collapsing system - culture, deprived of budgetary funding. Of course, tourism is connected with culture, since it is the differentiation of cultural values, as well as territorial differences in nature, that can maintain interest in learning about the world and travel. However, current international industry classifiers do not combine tourism and culture into one economic sector.

Since January 1, 1976, the Unified Classifier “Branches of the National Economy” has been in force in our country, which was developed by the USSR State Committee on Statistics, the USSR State Planning Committee and the USSR State Committee on Standards. Taking into account the changes made by the State Standard of the USSR (No. 1-17), as well as the State Standard of the Russian Federation (No. 18/95, 18/96, 20/97, 21/97), this classifier acquired a modern look and received the official name All-Russian Classifier " Sectors of the national economy" 1.75.018. (OKONKH).

OKONH represents a grouping of activities by industries that differ in the nature of their functions. It is known that in the course of the social division of labor homogeneous

ny industry groupings, which, for their part, characterize the level of the process of expanded reproduction. In this regard, OKONH helps analyze the structure of the national economy.

OKONH - component Unified system classification and coding of technical and economic information used in automated systems management in the national economy. OKONH is intended to provide machine information processing and is used to solve problems of automated control systems at various levels of management and ensure their information compatibility. One of the most important tasks of OKONH is to ensure comparability of indicators when analyzing the economic efficiency of social production. With the help of OKONH, reporting indicators are linked and the level of economic and cultural development of individual regions and countries is characterized.

The main goal of OKONH is to group enterprises and organizations by industry to identify inter-industry connections and scientific analysis optimal proportions in the development of the national economy.

OKONH identifies a hierarchy of industries. Within large sectors of the national economy (as a result of the social division of labor), more fractional sectors are distinguished - sets of enterprises that produce homogeneous products or perform homogeneous social functions. An enterprise, institution, organization that is on an independent balance sheet are classification units of the industry, since each of them belongs to a specific sector of the national economy. It is from their merger that industries, sub-sectors, types, groups and subgroups are formed, which form the hierarchical structure of OKONH.

From the point of view of the nature of social labor and participation in the creation of the total social product and national income, sectors of the national economy are divided into sphere material production and non-production sphere.

The sphere of material production includes industries that unite enterprises that create material goods in the form of products, energy, movement of goods, storage of products, their sorting, packaging and other functions that are a continuation of production in the sphere of circulation. This area, in accordance with OKONH, includes:

Industry;

Agriculture;

Forestry;

Fisheries;

Transport and communications;

Construction;

Trade and catering;

Logistics;

Blanks;

Information and computing services;

Operations with real estate and property;

General commercial activities to ensure the functioning of the market;

Geology and subsoil exploration, geodetic and hydrometeorological services;

other types of material production activities.

Tourism is not specifically mentioned in this list of industries.

although it is not difficult to assume that many enterprises serving the needs of tourists will be included in such industries as transport and communications, trade and catering, logistics and sales, information and computing services, etc.

The non-productive sphere includes enterprises, institutions and organizations that do not create material wealth in the process of their economic activity:

Department of Housing and Utilities;

Non-production types of consumer services;

Health, physical education and social security;

Education;

Culture and art;

Science and scientific service;

Finance, credit, insurance, pension provision;

Control;

Public associations.

And tourism is not represented in this list of industries, although it is obvious that enterprises in almost all of the above-mentioned non-production industries are involved in the formation of the tourism product.

The above classification of sectors of the national economy has a certain meaning. It is necessary for correctly determining the volume of social product and

national income and the comparability of these data with results obtained in other countries of the world. The above classification has a unified form and is used by almost all states to measure national income, its redistribution and determine the efficiency of social production.

The upper level of the industry hierarchy does not distinguish tourism as a special sector of the national economy. This means that tourism is not considered as an independent sector of the national economy. However, the OKONH classification makes it possible to accurately identify the place of tourism in the hierarchical industry classification. In total, five categories of OKONH are distinguished: industries consist of sub-sectors, which, in turn, are divided into types; species into groups, and groups into subgroups.

Thus, the complete code is indicated by a five-digit number. The first digit of the code indicates the number of the national economy sector. Sectors of the national economy related to the production sector receive values ​​from 1 to 8. Sectors of the non-production sector are collected under the number 9. The following form is used to designate them (Table 1.1).

The above classifier under code 91620 identifies “Tourism” as a separate industry subgroup. However, many other of the above industry subgroups unite enterprises, institutions and organizations that produce services necessary to serve tourists and sightseers. Summarizing the considered information about the OKONH classifier, we can conclude that the latter, under the term “tourism”, identifies a far from complete list of enterprises whose activities are necessary to meet tourism needs. This gives the right to critics of the “industry” concept to defend the concept of the intersectoral and integrated nature of tourism.

§ 1.2. Tourism as an economic activity

After it was adopted in our country the federal law“On the fundamentals of tourism activity,” opponents of the “industry” concept triumphed almost as vigorously as supporters of the term “tourist” before supporters of the transcription “tourist.” Still would. Their concept and point of view were officially confirmed by federal law.

The possibilities for using the term “tourist activity” are clearly defined by this Law by the following definition: tourism activity is tour operator and travel agency activities, as well as other activities for organizing travel.

The law clearly interprets tour operator activities as activities for the formation, promotion and sale of a tourist product, carried out on the basis of a license by a legal entity or individual entrepreneur. The same Law defines travel agency activities as activities for the promotion and sale of a tourist product, carried out on the basis of a license by a legal entity or individual entrepreneur. Analysis of the above official definitions allows us to draw quite clear conclusions:

Tourist activity is entrepreneurial activity;

The organization of travel is not (by definition) a product of the activities of travel agents and tour operators, since the activities of the latter involve a tourist product as their object; It follows from this that organizing travel is a different activity, that is, not the activity of travel agents and tour operators.

The last circumstance forces us to turn to the fundamental definition of the term “activity”.

In tourism literature, the term “activity” is revealed in several aspects.

Firstly, as a philosophical category - a specific human form of attitude towards the surrounding world, the content of which is its expedient change in the interests of people; condition for the existence of society. According to this definition, activity includes a goal, means, result and the process itself. Comparing this definition with the definition of tourism activity given in the Law, we have to state that the latter does not reveal its purpose, refers only to tour operators and travel agents as a means, sees only travel as a result, and the process generally remains outside the scope of the definition. This, to put it mildly, ignorance of the general methodological concept of activity gave rise to serious criticism of the “legal definition”, and what is even worse, its uncertainty.

Secondly, as a systemic category - a structure that connects the subject with the environment. That is, activity carries signs of both the subject and the environment and therefore can be interpreted from holistic positions: either as an all-pervasive characteristic of the absolute spirit (Hegel), or as a holistic materialist explanation of all social history (K. Marx), or as a generalizing characteristic of personality (S. Kirkegaard, A. Losev), then as a will opposed to reason (A. Schopenhauer, F. Nietzsche), then as a symbolic, sign structure (E. Cassiro), finally, as a self-sufficient behaviorist component (J. Watson, K. Hull). In this regard, the concept of activity proposed by E. G. Yudin is extremely important, and not only because it reveals its systemic essence, but also due to the fact that it was in tourism that it was first implemented as an explanatory principle with the direct participation of its author.

It is easy to notice that the systemic and structural principles of activity analysis were also not taken into account by the developers of the Law “On the Fundamentals of Tourism Activities”.

Perhaps the concept of “tourist activity” will be somewhat more defined by referring to the term “travel” as a generic concept in comparison with the specific concept of “tourist product”. But this concept is revealed as a specific activity not of vacation organizers, but of tourists. Traveling is movement across any territory or water area to study them, as well as for general educational, cognitive, sports and other purposes.

Let us turn to the last category used in the definition of “tourist activity” - “tourist product”, although it, as follows from the definition itself, is not related to all tourism activities. According to the Law, a tourism product is “the right to a tour intended for sale to a tourist.” It turns out that the activities of travel agents and tour operators are the formation, promotion and implementation of certain rights of tourists.

The definition more widely used in tourism treats the tourist product as a consumer complex, including: a tour, tourist excursion services and special tourist goods, i.e., as a set of tangible and intangible consumer values ​​consumed by the tourist.

It is precisely this economic approach to activity that we find in some of the most important international standards and classifiers. Thus, the UN Statistical Commission gives the following unified definition of economic activity - a combination of actions leading to a certain list of products, which is achieved when resources and the production process are combined to create specific goods and services.

This definition of economic activity, by the way, allows us to specify the concept of an industry as a set of production units carrying out a similar type of production activity.

So, let’s make a general conclusion that the Law “On the Fundamentals of Tourism Activities”, in essence, talks about industrial tourism activities or, more precisely, about economic tourism activities, although the definitions given to them do not at all correspond to unified international standards, and this creates a lot of confusion into the not so difficult problem of considering tourism as an economic activity. To do this, it was enough to use the existing international standards economic activity.

Comprehensive clarity on this problem is brought by the All-Russian Classifier of Types of Economic Activities, Products and Services (OKDP), introduced in the Russian Federation on July 1, 1997, which, in turn, is part of the Unified System of Classification and Coding of Technical, Economic and Social Information of the Russian Federation Federation (ESKK).

OKDP is a systematic set of classification groupings of types of economic activities, which is based on the International Standard Industrial Classification (ISIC) and the International Classification of Principal Products (ICPC). This standard is able to systematize enterprises by the types of their economic activities, as well as the products produced and services provided as the final result of these activities.

The principles of OKDP best correspond to the tasks of sectoral management in market conditions, especially during the period of “industrial redistribution”, when industries as subjects of management are rapidly changing organizational structures management and forms of interaction with enterprises. In this case, it is necessary to transfer greater independence in management to the enterprises themselves. The state retains the legal and economic levers of macroeconomic management.

OKDP uses a seven-digit code that combines three classification objects:

types of economic activities;

types of products;

types of services.

The structure of the OKDP code when classifying types of economic activity provides for the identification of the following hierarchies:

sections of economic activity (coded title

letters of the Latin alphabet from A to Q);

subsections of economic activity (this subsection and the next ones in the hierarchy are coded by numbers);

economic activity groups;

subgroups of economic activity;

groupings of economic activity.

In the OKDP code, 4 higher digits are used to classify the type of economic activity, and 3 lower ones - products and services.

Tourist production activity in the OKDP classifier appears many times in its various sections. In particular, an entire section of “H 55” is entitled “Hotels and Restaurants.” This section includes the following subsections related to tourism economic activities:

N 551 - activities of hotels, motels, camping sites and other places of short-term accommodation;

N 552 - activities of restaurants, bars and canteens.

Section “I” - “Transport, warehousing, communications” - includes several groups of economic activities within which tourist services are provided:

16011 - activities of mainline railway transport;

I 6021 - activities of passenger vehicles subject to a schedule;

I 6022 - activities of passenger vehicles that do not follow a schedule;

I 611 - maritime transport activities;

I 612 - activities of inland water transport;

I 621 - scheduled air transport activities;

I 622 - activities of air transport subject to a schedule;

1635 - activities of travel agencies and travel agencies; tourist assistance activities not elsewhere classified.

Section “K” - “Research and commercial activities” - includes the subsection:

K 729 - activities related to the use of computers and information technologies.

Section “N” - “Health and Social Services” - also includes one subsection:

N 8514 - sanatorium-resort and health-improving activities.

Section “About” - “Service provision activities”, there are four subsections related to tourist services:

O 9219 - activities in the field of cultural dissemination;

O 9232 - activities of museums, protection of historical monuments;

O 9241 sports activities;

O 9249 - activities for organizing recreation and entertainment.

As for the products and services produced, OKDP distinguishes the following classes and subclasses of tourism products and services:

550 0000 - Hotel and restaurant services, including:

551 0000 - services of hotels and restaurants and similar places of residence;

551 0010 - hotel services; 551 0020 - motel services; 551 0090 - services of other places of residence; 551 0091 - services of children's and student camps during the holidays;

551 0092 - services of health centers and holiday homes;

551 0093 - services for renting out furnished accommodation;

551 0094 - services of youth centers and mountain shelters;

551 0095 - camping and mobile home parking services;

551 0096 - services of sleeping cars and provision of sleeping places in other vehicles;

551 0099 - services for providing accommodation. 552 0000- Services of restaurants, bars, canteens, incl.:

552 0010 - catering services;

5520011 - catering services with full restaurant service;

552 0012 - services for providing food in self-service establishments;

552 0013 - services for providing food prepared elsewhere;

552 0019 - other services of public catering establishments;

552 0020 - services for the sale of beverages for on-site consumption;

552 0021 - services for the sale of drinks without entertainment;

552 0022 - services for the sale of drinks in combination with entertainment programs. 6011010 - Passenger transportation, including:

601 1011 - long-distance passenger transportation;

602 1000 - passenger transportation by road according to a schedule;

602 1030 - intercity passenger transportation by road according to a schedule;

602 1040 - international passenger transportation by road according to a schedule;

602 2020 - rental car;

611 0000 - maritime transport services;

611 0010 - passenger transportation by sea;

611 0012 - cruise transportation by sea;

612 0000 - inland water transport services;

612 0012 - passenger transportation on water tourist lines;

612 0013 - passenger transportation on excursion and pleasure lines;

621 0000 - air transport services;

621 0010 regular transportation of passengers by air;

622 0000 - air transport services not subject to a schedule;

622 0010 - air transport services subject to a schedule;

633 0000 - services of transport and forwarding agencies;

695 0000 - services of travel agencies and freight forwarding agencies;

695 0010 - services of travel agencies and travel agencies;

695 0020 - excursion bureau services. 851 4010 - Sanatorium-resort and health services, including:

851 4020 - treatment and services in dispensaries;

851 4030 - treatment and services in specialized children's sanatoriums and camps;

851 4040 - related health resort services. Various types of tourism as areas of economic activity and classes of tourism products and tourism services are represented in the classifier quite widely. All this suggests that the consideration of tourism as an activity is already based on very authoritative international standards and must be taken into account when addressing issues of tourism management. From the point of view of the industry standards discussed above, the most rational is to include tourism in a single industry complex along with physical culture and health resorts. At the same time, tourism must be considered as economic activity. In this case, tourism enterprises need a significant expansion of economic independence, and some types of tourism (domestic, inbound, social, children's tourism) need priority support from the state.

§ 1.3. Tourism as a market

Back in 1990, the USSR tourism industry received and served about 50 million tourists and more than 300 million excursionists. The weak link of tourism services in the country was the infrastructure complex - transport, communications, food, trade, insurance, etc. Instead of gradually improving the development of tourism, a radical restructuring was undertaken. In particular, a “shock” option was carried out to quickly transition to a market model of tourism. As a result, more than 10 thousand social tourism facilities, which previously provided services to the general population in Russia, have actually suspended their activities.

The problem of the low quality of Russian tourism has turned from an economic problem into a social problem. It is necessary to expand the social base of tourism, return thousands of social tourism enterprises to the tourist-skip market, which should help create new jobs and ultimately lead the country out of a period of protracted crisis into a reform zone. This is the goal of the new social project for tourism development.

What means are possible here? To answer this question, let us briefly point out some fundamental socio-economic foundations of tourism, without knowledge of which it will not be fully understood.

The first reason. Ultimately, the tourist consumes the services, which means that it is he, and not the producer of the service, who must move to the place of its production. Indeed, it is impossible to bring the Black or Mediterranean Sea, the Kremlin or Versailles, the Hermitage or the Louvre to a tourist. The diversity of the world and interest in it are the main reasons for tourism. This basis forces tourism theorists to quite definitely qualify international tourism as the invisible export of tourism services from one country to another. For many countries, tourism has become an important export industry: the well-known France, Spain, Italy, Greece, Turkey, but also the USA, Great Britain, and Germany. All of them apply a variety of economic incentives to protect their producers exporting tourism services, cancel or introduce a minimum value added tax on tourism services, reduce the share of transport costs in the total cost of consumption of the tourism product, simplify customs and visa formalities in order to attract as many foreigners as possible tourists. It is clear that these are the countries that control the international tourism market. It is difficult to imagine what the developers of the Law “On the Fundamentals of Tourism Activities” were guided by when they extended the rule on the abolition of value added tax to all tourism activities, but as a result, Russia took an inappropriate place as a donor in the world tourism market and exports to other developed countries through tourism many billions of dollars, creating jobs there, expanding the tax base, solving social problems those countries.

In 1985 in the USSR, for every 1 tourist traveling abroad, there were 15 domestic tourists. This indicated an imbalance in the tourism market. In 1998, the flow structure changed radically, but did not improve. Now in Russia there is 1 domestic tourist for every 10 outgoing tourists. For a balanced tourism market, according to the developments of the World Tourism Organization, the typical proportion is: 1 inbound 1 outbound 4 domestic tourists. This structure is optimal, which means that we must strive for it, including by adopting laws and regulating tourism activities.

To change the situation, it is necessary to differentiate tourism activities: support inbound tourism (including by abolishing value added tax and simplifying visa and customs formalities) and regulate outbound tourism (including by increasing value added tax, introducing an exit duty ). After all, for other countries our outbound tourism is an “invisible export,” but for our country it is a tangible import.

The second reason. The central figure in the tourism market is the tour operator. It is he who creates the tour, offering it for sale, and thereby loads tourism industry enterprises - hotels, restaurants, museums, national parks, etc. It is the tour operator who connects the producer of tourism services with the consumer: put a museum on the tour, conclude an agreement with the hotel, choose a restaurant, show - all this is decided by the tour operator. Therefore, there is a struggle for a tour operator in the tourism market.

The tourism industry in Russia lost this fight. The domestic tour operator now loads not them, but foreign enterprises in the tourism industry. Why? It is enough to look at advertisements of tours in the catalogs of leading tour operators to be convinced that a flight from Moscow to Antalya (Turkey) and back will cost less than from Moscow to Sochi. It would be nice to be on a foreign airline - with our own Aeroflot. Judging by the cost of a tour day, in Tunisia, Turkey, Cyprus, Greece, Egypt, Malaysia and Indonesia, as well as in Spain, France and Italy, tourist services are not only not subject to value added tax, but there are non-state corporate mechanisms behind them fight for the client, in legal language called a pool.

When some competitors have such advantages over others - domestic producers of tourism services, our Russian legislation is obliged to at least even the odds. If we return the tour operator to the domestic market, it means we will return both tourists and many billions of dollars to the country.

To solve this problem, it is necessary to make the work of a tour operator more profitable in the domestic market than in the foreign market. For example, only in this case can a tour operator count on a reduction in the value added tax rate or on receiving some corporate benefits, which we will discuss below.

The third reason. Tourism belongs to the class of resource industries. This means that the consumer value of a tourism product is largely determined by the quality of recreational resources. So, the rent for the quality of the resource, in our case, is the tourist rent, which is mastered by the service provider not because he works more and better, but because he is lucky with the location and resources.

Everyone is unanimous in the opinion that Russia is very lucky with its tourist resources - the diversity and uniqueness of natural landscapes, great cultural and spiritual heritage, hospitality... At the same time, the country's recreational resources are not equipped, are in little demand, and are also inaccessible to most population.

To solve these problems, it is advisable to turn to the mechanism of tourist rent, which has several components. The owner of the resource must receive rent for the quality of the recreational resource and invest it in a targeted manner back into the reproduction of the resource. This develops the resource potential of the tourism industry. Such owners are usually subjects of the Federation and municipalities. But there is also a location component. Conducted research (1973-1976) in a recreational expedition of the Institute of Geography of the Russian Academy of Sciences under the leadership of prof. V.S. Preobrazhensky showed that under similar vacation conditions, Muscovite dacha tenants are willing to pay the owner 3-4 times more if the vacation spot is located closer to their place of residence. American economist J. Crumpton proved that tourist rent can be described as a gravitational phenomenon, i.e. the rent received from a recreational resource is directly proportional to its quality and inversely proportional to the square of the distance to the main centers of demand for it. This means that the spatial component of tourist rent is an order of magnitude more important than its qualitative component. Who should receive this part of the rent? It seems that if it is difficult to determine the owner of the location resource, then it is better to socialize the location rent, that is, introduce the concept of social tourist rent, which should be given to the development and stimulation of social tourism.

§ 1.4. Tourism as a social movement

Almost throughout the world, tourism is a zone of entrepreneurship, not budgetary redistribution, and therefore it is separated from the state. The state determines only tourism policy and promotes the development of tourism by adopting relevant laws and regulating macroeconomic mechanisms and standards in favor of national and inbound tourism. Thus, tourism enterprises are obliged to operate in a state-regulated market. What about consumers? According to the rules of antinomy (see § 1.5), they are united into various associations and societies. From large ones, for example, such as trade unions, the International Union of Sports Tourism, the All-Russian People's Tourist Society, to very small clubs of tourists in factories, in educational institutions and at the place of residence, local history sections, associations of excursion lovers, etc. These associations formulate requirements for a social tourism product, enter into dialogue with government bodies on issues of legislative and regulatory support for their movement. Tourism in Russia has always been a social movement created in the interests of the consumer. In 1895, the People's Tourist Society was created, the legal successor of which was then the Russian Society of Proletarian Tourism. Even in the most totalitarian times of nationalization of all functions and nationalization of all enterprises, tourism developed in trade unions as a social movement. And now social tourism should develop as a social movement to expand the accessibility of national and cultural heritage for all segments of the population.

Thus, social tourism, which is understood as tourism aimed at recreation) of a person (restoration of his physical, mental and intellectual strength), accessible to all segments of the population, is capable of realizing the social antinomy of tourism. It is the parameters of accessibility and the real possibilities for maximizing it in specific conditions that determine the minimum required set of social tourism services, which together constitute a social tourism product.

For modern conditions, it seems possible to introduce accommodation services at the social tourism product level economy class(1-2 stars according to the national classification of hotel enterprises, as well as non-category accommodation facilities - recreation centers, children's camps, etc.); food services are limited to breakfast or half board, the diet of which is calculated based on the minimum wage at the time of calculating the cost of the tour (for example, 0.3 times the minimum wage); introduce related services - excursions, hikes, transfers (in the amount of 0.2 times the minimum wage). Additional services are not included in the minimum set and do not affect the pricing standards for the social tourism product. For tour operators that create a social tourism product, and for enterprises that provide related services, a profitability rate is established - no higher than 10%. For social tourism tour operators, it is proposed to introduce an additional restriction - in the volume of their activities, the social tourism product must be at least 70%. Listed here are just some of the parameters of the social tourism standard, which establishes a system of requirements for a social tourism product and its producers.

The status of a social tourism enterprise will provide significant advantages in the tourism market. Firstly, it is proposed to exempt these enterprises from value added tax. Secondly, the value added tax of commercial tourism enterprises should be converted into social tourism rent and transferred to intended purpose producers of social tourism products. Thirdly, introduce a duty on traveling abroad for tourism purposes (for example, 100-150 dollars) and use these funds to stimulate the production of a social tourism product.

§ 1.5. Antinomy of tourism

Consideration of tourism as an economic phenomenon of the modern world allows us to draw a conclusion about the antinomy of tourism - an expression of its internal complexity and heterogeneity. Antinomy as the unity of two contradictory but equally valid judgments is also expressed in the view of tourism as economic category. In particular, one cannot give preference to a sectoral or activity-based view of tourism. Tourism appears to us either as an industry or as an activity. Ignoring one of these “hypostases” leads to major miscalculations in legislation, governance, management and tourism practice. Tourism exists as a process that remains faithful to traditions, established customs, norms, and ideas, but also continuously violates norms and traditions, maintaining its vitality thanks to the innovations endlessly born in it.

The antinomy of tourism is an obstacle to a one-sided, narrowly focused and consistent definition of tourism.

The antinomy of tourism expresses its complexity, multifaceted nature, unity and struggle of opposing trends in its development, in the dynamics of tourism concepts.

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• Introduction
• Policy influence
• Policy direction

Introduction

Today, tourism is one of the most profitable types of business on the world market. Therefore, in connection with the enormous impact of tourism on the economy, we can distinguish its five economic functions: the function of creating income, the production function, the function of providing employment to the population, the smoothing function, and the function of leveling the balance of payments.

The income creation function is the direct effect of income creation in tourism, which contributes to the rapid increase in national income. Its rapid growth occurs when the primary income of the tourism industry flows into regional trade, agriculture and industry.

The production function is when enterprises that operate in the field of tourism produce different, new products and this helps in the accumulation of values. This immaterial appearance Tourism goods are services that require qualified personnel to produce.

The function of ensuring employment in the tourism industry allows for quantitative growth of personnel. Thanks to this, the population becomes the owner of jobs in tourism enterprises of any type.

The smoothing function focuses on regions with underdeveloped industry that are economically developing thanks to tourism. This function also has international significance, since tourism can redistribute the income of countries with agricultural and countries with industrial production.

The function of leveling the balance of payments is the concept of the balance of payments with all its constituent parts. That is, the balance of expenses of our tourists who went abroad is contrasted with the income that was received from the consumption of services and goods by foreign tourists. It should be remembered that most northern countries are regions of outbound tourism, that is, they leave more money abroad than residents southern countries left in the northern ones.

Impact of tourism on world economy

The modern tourism industry is one of the most rapidly progressing sectors of the world economy and is considered both as an independent type of economic activity and as an intersectoral complex. Today, tourism has become a phenomenon that has become part of daily life almost a third of the world's population. Moreover, at the beginning of the 21st century. Tourism rightly ranks third among the leading sectors of the world economy in terms of income. According to the results of 2001, the tourism industry generated 12% of global domestic product and absorbed more than 11% of consumer spending.

In many countries and regions, tourism is the main source of income. In terms of the number of workers, the tourism industry has also become one of the largest in the world - it employs more than 260 million people, i.e. every 10th worker. Receipts from tourist travel worldwide amount to more than 500 billion US dollars annually. The countries of Western Europe and the USA receive the greatest profits.

According to forecasts of experts from the World Tourism Organization (WTO), at the beginning of the 21st century. volumes international tourism will increase annually by an average of 4%. Although in 2001 the number of tourists reached a record figure of about 700 million people, an increase of more than 7%, due to the events of September 11 in the United States, the annual growth rate will decrease. Tourism traffic in the world is expected to grow from 700 million tourists annually to 937 million in 2010, resulting in an expected increase in revenue of 1,100 billion US dollars. If we add the volumes of domestic tourism to the results of international tourism, the figures will at least double.

Tourism is a significant source of job creation and is projected to create 2,500 new jobs per day over the next five years. This is one of the few sectors of the economy where the introduction of new technologies does not lead to a reduction in working personnel. It has important, because by absorbing more work force, tourism reduces social tension in society. In addition, world experience shows that the tourism industry can be developed during economic crises, which is important for countries of Eastern Europe. The cost of creating one job here is 20 times less than in industry, and the turnover investment capital 4 times higher than in other sectors of the economy. An example would be countries such as Argentina, Brazil, Mexico, Egypt, Tunisia, Peru and others.

Considering the results of 2000, the WTO notes that the largest number of tourists visit Europe - 57.7%. This is understandable, because in no other part of the world in a fairly small space can one find such a variety of landscapes, cultures, history and peoples. The unique European tourism product makes Europe a recognized market leader in the tourism and travel industry. Almost every region of the world saw significant growth in tourism, but the Asia-Pacific region showed particularly impressive results, as expected, with a 15% increase in the number of travelers. Another 16.7% travel to North America, 3.2% to Latin America, 3.4% to the Middle East, 1.8% to African countries, and 1.7% to Australia.

If we analyze the activities of the tourism sector of all countries of the world over the past ten years and identify the leaders in attracting tourists to their country, ranking them according to the results of their work in 2000, the table will look like this:

France, Spain and Italy remained the traditional leaders of the Old World. The USA demonstrates significant growth rates (8.7% compared to 1999). China also took the lead, moving from 12th place in 1990 to 5th place in 2000.

Thus, having identified the leaders in receiving foreign tourists, we can confidently state the fact that it is in these countries that the small tourism industry has the greatest impact on the economy. Foreign currency receipts in% are distributed as follows: to European countries - 62.4%, North American countries - 16.4%, Latin America- 11.7%, African countries - 2.5%, Middle East - 2.5%, Asia and Australia - 4.5%. In many countries, tourism is one of the highest priority industries, contributing 20-45% to the gross national income, and earnings from foreign tourism are the main source of foreign exchange. The tourism business stimulates the development of other sectors of the economy, such as construction, communications, food industry, agriculture, trade, production of consumer goods and others. This business attracts entrepreneurs for many reasons: small start-up investments, growing demand for tourist services, high level of profitability and minimum term cost recovery.

The impact of tourism on a country's economy can be examined by assessing direct and spillover impacts. Grade economic influence tourism is based on tourist spending. It is important to consider the various aspects of the economy that are affected by tourist spending. The economic impact of these expenses is calculated using a multiplier. Since local enterprises depend on other supplier enterprises, any changes in tourist spending in a tourist area will lead to changes at the production level of the economy, income, and employment. The tourism multiplier is the ratio of changes in one of the key economic indicators (production, employment, income) to changes in tourist spending. This is a certain coefficient by which tourist expenses must be multiplied.

If we look at tourism expenses schematically, we will see that the main ones, first of all, go to tourism enterprises that directly serve tourists. Part of these funds goes out of economic circulation to pay for the import of goods and services that are consumed at the place of stay and these funds do not subsequently play a role in the economic activity of the territory. The rest of the money is used to purchase local goods and services, cover own energy costs, pay for labor, taxes, etc. In each spending cycle, part of the funds is accumulated, part is paid to the state in the form of taxes, and they cease to circulate in the economy of a particular territory.

20-25% of the funds are spent by tourists in a certain area or country on additional services, souvenirs, transport, etc., part of which continues to circulate in the local economy - the rest goes to the state and ends up with local residents in the form of savings.

When assessing the value of the multiplier, it is important to choose not only a methodology, but also to determine the type of multiplier, each of which performs its own specific functions.

The production multiplier measures the amount of additional production generated by increased tourist spending.

The sales multiplier measures the additional business turnover resulting from increased tourist spending.

The income multiplier measures additional income in the form of wages, rent, interest on loans and profits.

The employment multiplier characterizes the number of jobs created due to additional expenses tourists.

The tourism economy is directly related to many sectors of the economy of various economic sectors and therefore a large database is needed to calculate the multiplier.

What are the main reasons that encourage tourists to spend huge amounts of money? In order to answer this question and work competently in the wide tourism market, you need, first of all, to know the characteristic features of guests from the leading countries of the world. We will try to answer the main questions using marketing research conducted by the WTO at the end of the 20th century.

What makes residents of the world's leading countries leave their homes and travel? In the 10 most developed countries of the world, the main motive for travel remains vacation. The greatest importance of recreation is provided in those countries that do not have a warm sea. Here the share of rest among other trips is 76-83%. Things are different in countries with magnificent beaches and a favorable climate. In these countries, the share of holidays abroad is already 62-73%.

A greater number of trips for business purposes is characteristic of those states in which travel to other countries occupies a more modest place: in the USA - 33%, Spain - 25%, Italy - 18%. We must not forget that in first-class hotels in large cities the main figure remains the businessman. In hotels in resort cities, the main figure is the vacationer (although among them, of course, there are many businessmen, but the purpose of their stay is not business, but leisure).

How are the population's preferences distributed by type of recreation organization? Adherence to certain types of recreation organization differs quite significantly across countries. You can even talk about national preferences for types of recreation. A significant proportion of UK residents will choose a holiday on the shores of the warm sea - 46%. Following the British, but significantly inferior to them, are citizens of Belgium (35%) and Germany (32%). Holidays in cities clearly attract the Japanese - 51%, the Spaniards - 33%, the French - 25%. Residents of Italy - 41% and France - 32% spend their holidays traveling around the world.

1) 5% - taken by cruises;

2) 5% - visiting cultural and sporting events;

3) 10% - mountain tourism;

4) 9% - attending cultural and sporting events;

5) 7% - sports.

How are the population's preferences regarding accommodation facilities distributed? Residents of almost all countries are approximately equally committed to hotel accommodation - within 52-62%. However, there are two exceptions: 88% of Japanese choose a hotel. Among the Dutch, the hotel as a means of accommodation occupies a more modest place - only 38%. But they are leaders in choosing a campsite (20%).

The number of tourists who have second homes in other countries is growing from year to year. This is not necessarily your own home, a luxurious villa, but perhaps only a modest one studio apartment V apartment building, the so-called studio. One way or another, 33% of US citizens, 23% of the Netherlands, and 18% of the UK take vacations in their own home outside their home country. Those who are poorer choose to spend their holidays visiting friends and relatives. Such international tourists number up to 15% among the Dutch, and up to 22% among the French. The distribution of tourists by choice of accommodation facilities is largely related to their personal status.

How is the tourist flow distributed by financial status? In international tourism there are people with different incomes. Tourist flows in almost all countries are dominated by representatives of the middle class: from 40% in the Netherlands to 59% in Italy. People with low incomes occupy a significant place in the tourist flow of France (36%) and Italy (31%). Among tourists from Germany (43%), the Netherlands (41%), Great Britain (37%), the leading place is occupied by representatives of the upper class, who demand the most comfortable accommodation conditions. True, many of the representatives of this class have their own houses.

How is the tourist flow distributed by gender and age? The table data shows that only in France is there slight advantage women in the tourist flow. In other countries, the majority of tourists are men, especially in Italy - 61%. Noteworthy is the activity of older people, after 60 years, in France, where they make up 30% of the flow (for comparison, in Italy 13%).

Current hotel pricing practices incentivize couples' travel and discourage single travelers. The fact is that the price for a room for one or two people staying in most foreign hotels is the same. This leads to the fact that a tourist who travels alone pays significantly more than a married couple.

Knowing the purpose of travel, commitment to various types of location, distribution of tourist flows across social status, gender and age and using them effectively, you can plan in advance financial flows that will significantly affect the economy of a particular country.

So, the main driving force behind the development of tourism remains the economic benefits it provides. Thus, tourism stimulates the development of infrastructure elements - hotels, restaurants, trade enterprises, etc. It causes an increase in budget revenues through taxes, which can be direct (visa fees, customs duties) or indirect (an increase in workers' wages entails an increase in the amount of income tax they pay to the budget). In addition, as noted above, tourism has ample opportunities to attract foreign currency and various types of investment.

It contributes to the diversification of the economy, creating industries that serve the tourism industry, ensures growth in incomes of the population and increases the level of well-being of the nation.

Also, the influence of tourism on economic development is manifested in the increase business activity and expansion of the production of goods and services as a result of an increase in effective demand due to foreign and local tourists.

A special place is given to tourism in creating jobs and solving employment problems. The number of jobs is increasing daily, without requiring large expenditures. Tourism covers many sectors of the economy and thus makes it difficult to determine an accurate estimate of the number of workers employed in the tourism sector. In addition, solving the problem of real assessment is further complicated by the specific nature of work (seasonality, part-time work, temporary work, etc.). And yet the number of people employed in the tourism sector is constantly growing.

The contribution of tourism to the country's balance of payments is important, which is expressed as the difference between the expenses of foreign tourists in the country and the expenses of residents of this country abroad.

Thus, we have defined economic functions tourism and their impact on the economy.

But no less important are the social functions of tourism, especially if we consider tourism as a form of mental and physical education, which is realized through humanitarian and social functions, the main of which are:

· educational - creates a sense of patriotism, collectivism, moral and ethical values;

· educational - replenishes and consolidates knowledge on issues of local history, natural history, topography, recreational science; acquaintance with the culture and traditions of countries and peoples of the world, etc.;

· wellness - an optimal regime of physical activity, using the beneficial influence of natural factors on the state of the body, observing the rules of personal and public hygiene, developing adaptive capabilities, supporting the body at the proper level of physical fitness;

· sports - creating a base of general physical training, achieving maximum results in sports, special preparation for competitions.

Based on this, we can consider tourism as a popular form of organizing recreation, leisure, learning about one’s native land, the environment, and getting to know the history, culture and traditions of a particular country.

1 another very important factor- the impact of tourism activities on the environment. This influence can be direct, indirect, positive and negative. Tourism cannot develop without interaction with the environment, but by managing this development it is possible to reduce negative impact and increase the positive.

Positive impacts include the protection and restoration of natural, historical, cultural monuments, the creation of national parks and reserves, the conservation of forests, and the protection of flora and fauna.

The negative impact, unfortunately, is greater, in particular, the impact on water quality in rivers, lakes, seas and air quality, increased emissions of harmful substances from vehicles, unauthorized placement of temporary recreation centers, environmental waste pollution, unauthorized lighting of fires, damage historical monuments by vandals. Some types of tourist recreation, such as hunting, fishing, collecting plants, have a negative impact on wildlife and lead to a decrease in the number or even complete disappearance of the fauna and flora of certain areas, etc. Population growth in tourist regions, the construction of new tourism facilities requires attracting as many people as possible natural resources, which, in turn, increases the burden on the environment.

Economic efficiency of tourism

Efficiency V general concept means receiving some specific effect, that is, the effectiveness of the result.

Economic efficiency is a management process, the result of which is expressed by a certain benefit achieved at a certain cost of money, material, information resources and labor force.

Economicefficiencytourism means receiving a gain (economic effect), from:

· organizations tourism on a state scale;

· tourist serving the population of the region;

production and service process tourist companies.

Economic efficiency tourism is an integral element of the general efficiency social labor and is expressed by certain criteria And indicators.

Under criterion you should understand the basic requirement for assessing the correctness of the solution to the problem. Necessity criterion arises because it is necessary to clearly define from what positions one should approach the calculation efficiency production and service process tourism.

Social production functions in the interests of the whole society, therefore it efficiency should be assessed based on the degree to which society's goals are achieved.

According to the theory of optimal functioning economy efficiency on a separate “site” should be assessed from the standpoint of the general effect, that is, private criteria efficiency must correspond to the global criterion and “follow” from it.

General criterion efficiency social production is to achieve the greatest results in the interests of society with the least expenditure of funds and labor.

Problems efficiency tourism it is advisable to consider with the help systemic approach.

Systeman approach involves the establishment of different criteria And indicators for different levels of management and a certain hierarchy of goals and, accordingly, criteria efficiency.

Organizationalstructuremanagementtourism consists of a number of units:

· systems as a diversified intersectoral complex of social infrastructure;

· the industry as an independent economic unit on a regional scale;

· tourist economic entity ( tourist firms).

Therefore, the problem of determining the national economic criterion efficiency tourism should be considered in three aspects:

· at the level of society (the national economy as a whole),

· industries,

· separate tourist companies.

To formulate the entire complex of the system criteria efficiency tourism, it is necessary to show how the general goal of the system’s activity at the level of society breaks down into the private goals of the activity of individual subsystems. To do this we use a technique called " treegoalsAndcriteria" , where each goal corresponds to a specific criterion, expressing the measure by which one can judge the success of achieving a goal.

Positive influence tourism on the state economy occurs only when tourism The country is developing comprehensively, that is, it is not turning the country’s economy into a service economy. In other words, economicefficiencytourism assumes that tourism in the country should develop in parallel with other sectors of the national economic complex.

Tourism directly participates in the creation of the country's national income.

Share tourism in national income is: in Germany- 4.6%, in Switzerland- 10%. Total contribution tourism the country's economy includes both straight, so indirect contribution.

Directinfluence tourism on the economy of the country (region) - this is the result of expenses tourist for the purchase of services and goods tourism. Money spent tourists at the place of residence, create income, which leads to a chain reaction: expenses - income - expenses - income, etc.

This process means indirectinfluencetourism on the economy of the country (region). Tourism generates secondary demand for goods and services. Indirect contribution tourism into the country's economy is manifested in the effect of repetition of costs tourists to purchase services and goods at a certain time and in a certain place. This effect is called " Effectanimations" or " cartoonist".

Cartoonist is the ratio of the deviation from the equilibrium net national product (gross national product minus allocations for capital consumption) and the initial change in investment expenditures that caused this change in real net national product.

Action animator income from tourism Let's show it using the following conditional example. Group of foreign tourists spends in one of the regions Russia for services tourist firms and for the purchase of goods and services from other enterprises a certain amount.

Income- this is the revenue of the company and enterprises from the sale tourists services and goods. The income of a region is the taxes received from this revenue and left at the disposal of the region.

Money tourists begin to fully contribute to the economy of the region when tourist the company buys local (regional) goods and services. Sellers of these goods and services, having received money from tourists, pay out of them wages to their employees, who, in turn, spend it on purchasing goods and paying for services, etc.

The cycle repeats. Part of the money received from tourists, is spent on paying taxes, creating a savings fund, purchasing imported goods and goods produced in other regions, that is, it represents a leakage of money from this cycle.

cartoon influence tourism manifests itself in the fact that as a result of the chain reaction “expenses - income”, the income received from one tourist, exceeds the amount of money spent by him in his place of stay on the purchase of services and goods,

According to Swiss scientists, cartoonist income from the production of tourism services varies significantly depending on the country or region and ranges from 1.2 to 4.0.

Example. Cartoonist for the region it is 2.5. The initial increase in investment in tourist industry - 40 million rubles, then the increase in net national product from tourism services in the region will be 100 million rubles.

Export tourism from the country means active tourism for the economy of a given country, and imports tourism - passive tourism. Relationship between cost tourist product sold by foreign tourists in the host country, and the cost tourist product sold abroad by citizens of a given country is touristbalance of this country.

Feature tourism is that tourist a product produced for export is not exported from the country, but is sold in this country. Consumer tourist product itself overcomes the distance separating it from the item of interest tourist product.

Tourism How trade in services on the world market can be called invisible exports. It makes a corresponding contribution to the country's balance of payments.

Share of import amount tourists cash currency in the total amount of imported currency in 1996 was 5.8%, while the share of the amount of exported currency tourists in the total amount of exported currency - 28%, or 4.8 times more, which negatively characterizes tourist activities of our country. A positive development should be considered the fact that in 1996, compared to 1995, the amount of imports tourists currency increased by $0.8 billion (from $1.4 to $2.2 billion), or 57.1%, and the amount of foreign currency export decreased by $0.7 billion (from $9.0 up to 8.3 billion dollars), or by 7.8%.

Economic Effect from development tourism in the region is manifested primarily in the creation of additional jobs in tourist industry, increasing employment, as well as stimulating the development of weak economically regions.

Qualityworkersplaces V tourist The industry has its own characteristics, which include:

· seasonal nature of employment in tourist serving the population;

· significant share of part-time workers;

· large share of low-skilled physical labor;

· limited possibilities of automation and computerization of workplaces in tourist industry (especially in the hotel and restaurant industries).

Development tourist industry in the region and improving quality tourist services are an additional source of revenue generation for the territorial budget.

Creation of enterprises tourist industries in remote, sparsely populated and industrially underdeveloped regions, but of interest to tourists (due to the beautiful landscape, rich hunting grounds, places convenient for sports, etc.) contributes to the development of such regions.

Economic indicators of tourism development

Formation and development tourism how industries are characterized by a system of certain economic indicators that reflect the quantitative volume of sales tourist services and their quality, as well as economic indicators of production and service activities tourist economic entities.

System indicatorsdevelopmenttourism includes:

· volume tourist flow;

· condition and development of the material and technical base;

· indicators of financial and economic activity tourist firms;

· indicators of international development tourism.

Touristflow- this is a constant arrival tourists to the country (region). To the indicators characterizing volume tourist flow, include: total number tourists, including organized and amateur ones; quantity tour days(number of overnight stays, bed days); average length (average time) of stay tourists in the country, region.

Quantity tour days determined by multiplying the total quantity tourists for the average duration (in days) of stay alone tourist in the country (region).

Touristflow- the phenomenon is uneven. To characterize unevenness tourist flow apply coefficient unevenness . Depending on the purpose and purpose of the dynamics analysis tourist flows use three calculation methods coefficient unevenness.

Indicators characterizing the state and development of the material and technical base tourism, determine its power in a given country (region).

These include: bed capacity in holiday homes, boarding houses, camp sites, hotels, sanatoriums, etc., as well as the number of beds provided by local residents; number of places in trading floors catering establishments for tourists; number of seats in theaters reserved for tourists; number of baths in spas reserved for tourists, etc.

Indicators of financial and economic activity tourist firms include: volume of sales of tourism services or revenue from sales of services tourism, indicators of the use of labor (labor productivity, level of labor costs, etc.), indicators of the use of production assets (capital productivity, turnover working capital etc.), cost of services tourism, profit, profitability, indicators financial condition tourist firms (solvency, liquidity, financial stability, currency self-sufficiency, etc.).

Separately, indicators characterizing the state and development of international tourism. These include:

· quantity tourists who visited foreign countries (determined by the number of crossings of the state border);

· quantity tour days for foreign tourists;

total cash costs incurred tourists during foreign trips.

Development tourism and increase in the volume of services tourism require a balanced approach, since the social consequences of the decisions made are very high.

Development tourism for each country (region) has both advantages and disadvantages.

Advantages are manifested in the following:

· increases cash flow into the region, including the influx of foreign currency;

· Gross national product is growing;

· create new jobs;

· the recreation structure is being reformed, which can be used as tourists, and the local population;

· attracting capital, including foreign capital.

The disadvantages of tourism development are manifested in the fact that tourism:

· affects the rise in prices for local goods and services, land and other natural resources, real estate, etc.;

promotes the outflow of money abroad when tourist import;

· causes environmental and social problems.

Uncontrolled development tourism may negatively affect environmental situation in the country, change the lifestyle of the indigenous population.

Production function. An enterprise performs a production function if production factors such as labor, land and capital are used. When factors of production are combined to produce a new product, surplus value is created. This process is called the accumulation of values. Enterprises operating in tourism industry, produce new products and contribute to the accumulation of value. Thus, they perform a production function.

Tourism products most often take the form of intangible goods, since they represent services. Personnel are required to produce these services. There is an opinion that the tourism industry is highly personalized, therefore the second important function of tourism is the function of providing employment to the population. The quantitative growth of personnel in the tourism industry can only be stopped as a result of the introduction of technical developments. Technical means facilitate activities, but cannot replace personal communication with the guest. Tourism directly or indirectly contributes to employment. When talking about the direct effect of providing employment in tourism, we mean that the population receives jobs directly in tourism enterprises - mainly in hotels, transport enterprises and travel agencies. Tourism creates an employment effect in other sectors of the economy, so they talk about an indirect effect in employment.

Policy influence

The relationship between politics and tourism is that the state manages tourism, and tourism activity requires government intervention. This factor in various forms government controlled manifests itself in different ways.

A totalitarian state is an extreme: with such a system of social relations, tourism performs a state and state-political function, i.e. subordinated to political goals, planned and managed by government agencies. Most often, such countries are closed to the outside world.

EXAMPLE IN former USSR travel to Western countries was a great privilege and was allowed in exceptional cases. Refusal or ban on travel to capitalist countries was imposed as a means of obtaining loyalty to the regime from the population. It was possible to go abroad only as part of groups accompanied by employees government agencies. At the same time, it was impossible to violate the planned route, and it was possible to stop overnight only in certain hotels.

While a totalitarian state is characterized by strict state regulation, the situation in the country with market system The economy is completely different. The state withdraws itself from tourism management and gives every citizen freedom of action. This means that tourism can develop unhindered, with all its disadvantages and advantages.

Between these two extremes there is a state with a social market economy. In a social market economy, the freedom of action of each individual is limited in favor of the welfare of all members of society. The state intervenes to ensure and expand the material well-being of broad sections of the population. This is the so-called social politics.

Here tourism is subordinated government regulation and management, and the state forms tourism policy. Tourism policy is a targeted promotion of tourism development and its formation by influencing the features that are important for this industry. The state is not alone in setting this goal: tourism policy is also created by non-state institutions such as tourism unions and associations.

Policy direction

State tourism policy is created at all levels: country, region, district, commune. It can be aimed at:

highlighting the economic and socio-political conditions necessary for the targeted development of tourism;

increasing the competitiveness and strength of the tourism economy;

tourism world economy politics

creating the prerequisites necessary for a larger population to participate in tourism;

expansion of cooperation in the field of international tourism.

But not only official policy, i.e. measures and decisions developed in the state, but also policies directly or indirectly influence the development of tourism. It is believed that the more the state intervenes in tourism activities, the stronger the tendency towards its centralization.

There are several components in the world of politics that influence tourism in one way or another. These are economic policy, passenger transportation policy, social policy. Economic policy. Political-economic decisions are often of a general nature and concern the development of the economy as a whole. They also influence the tourism sector of the national economy. Very often, laws and regulations that did not initially affect the tourism industry end up having a broader impact on the industry than laws designed specifically for tourism.

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abstract, added 11/08/2008


In conditions of increasing openness Russian economy, expanding contacts with foreign manufacturers, the need to know the development trends of the world economy and individual countries increases. Essence, formation and stages of development of the world economy.

Tourism, being an area requiring modest capital investment, is becoming one of the most profitable industries. In the world economy, tourism has taken a leading position, competing only with oil production, and has become the largest export sector of the economy. Currently, for 38% of the world's countries, tourism is the main source of income, and for 83% it is one of the 5 main sources. The USA, Spain, Turkey and France have long become leaders in the number of travelers to these countries.

Modern economic science considers tourism as a systemic object of study, which allows, on the one hand, to identify its structure with a variety of internal connections, and on the other, to determine the nature of interaction with external environment. Tourism is a set of relationships and the unity of connections and phenomena that accompany a person on travel.

Tourism theory is a system of knowledge that explains the phenomenon of tourism as a socio-economic phenomenon of the modern world. It has its own: object of study - the tourism industry - tourist centers and areas, including a complex of natural, cultural and historical conditions, as well as tourist organizations and service enterprises; the subject of study is a tourist product - a program of recreational activities and tourist services specially organized by a tour operator, sold on the tourism market as an independent product; the subject of study is a human tourist who satisfies his recreational needs and is characterized by a special system of properties and states (physiological, psychological, economic, social, etc.). Thus, tourism activity is the formation, promotion and sale of tourism services.

The leading component of the tourism industry are “tourist enterprises”. According to the definition of S.R. Erdavletov, a tourism enterprise should be understood as an organizational unit that, by combining the necessary production means (resources, land, labor, money, etc.), carries out the preparation, production and provision of services to tourists, using for this the entire arsenal of existing management methods. Tourist enterprises, creating, providing and offering their services, serve the purpose of satisfying the tourist (recreational) needs of the population.

Dynamic development tourism is determined by the action of a complex of socio-economic, demographic, natural-geographical and scientific-technical factors.

As noted by S.R. Erdavletov, “in the conditions of commodity-money relations, tourism also performs other economic functions. These are, for example:

Accelerated development of the economic structure of a certain part of the country’s territory;

Expanding the scope of labor, i.e. increasing employment through recreational services and in industries related to recreation indirectly;

Significant impact on the balance sheet structure cash income and expenditures of the population throughout the country in favor of recreational areas.”

Tourism is proposed to be defined as an industry national economy and as the special economic activities of enterprises and organizations carried out in it to provide a range of tourism services in order to meet the tourism needs of people.

Figure 2.1 shows the structure of tourism as a sector of the national economy

Figure 2.1 Structure of tourism as a sector of the national economy

Main mission tourism cluster- this is the formation of a competitive tourism industry (which includes all elements of the cluster - places of attraction, people, knowledge, capital).

The purpose of the cluster is to form a tourist image of a city or region in the international market and create a competitive tourism industry. Fundamental Principles cluster activities - in accordance with the above, the word “Cluster” itself defines those groups of companies that belong to the same industry or its segment.

Cluster objectives: improving the regulatory framework; infrastructure development; improving the qualifications of labor resources; creating favorable conditions for attracting financial resources; improvement of technologies used in the industry.

Cluster links - gradually developed over time, as a result of the benefits of cooperation, flexible, can evolve in nature and take any form. Links can evolve and change over time, thereby creating more formal structures, but always based on voluntary commitments.

A cluster map is a diagram that clearly shows all direct and indirect participants in the production process, their development and the intensity of interaction between them. It consists of three components: the cluster core, related areas, and cluster resources.

The core of the cluster is companies and organizations directly involved in the process of providing services, in other words, these are travel agencies that provide services to attract foreign tourists to Kazakhstan. Hotels, holiday homes, transport companies are also an important link in the tourism business and are often included in the package of services provided by travel agencies. Places of attraction represent a very important side of the tourist cluster map, since they reflect not only an understanding of the needs of tourists, but also distinctive feature each state separately. Visitors are a very important part of the tourism cluster, since the map of the tourism cluster itself will change depending on the customer’s preferences.

Indirect suppliers of tourism services are restaurants and organizations involved in the safety of tourists. One of the bases for the development of the tourism cluster is government sector, which includes educational institutions involved in providing specialists in the tourism cluster, industry associations and supervising government bodies. Associations of tourism operators, as well as hotels and restaurants, are responsible for reflecting the industry's views on certain issues. Members of the association must have experience in this industry, which is a positive factor that characterizes the sustainability of these companies and knowledge of the tourism market. Cluster meetings provide open discussion of problems for their solution and initiatives for their development, joint solutions; developing and maintaining constructive dialogue, providing assistance and strategic guidance to cluster members. Meetings of working groups are aimed at defining action plans, steps to solve specific problems, presenting the results of the working group, attracting international consultants, to provide analysis and a strategic plan for entering the market, as well as to attract investment.

Within a tourism cluster, prospective cluster participants can be classified into the following groups:

Tourist operators - suppliers of tourism services;

Hotels;

Transport companies (providing buses, air travel, rail transportation);

Educational institutions;

Committee for Regulation of Trade and Tourism Activities.

Based on the statement that tourism is a relationship of reproduction regarding the use of people’s free time, it is clear that tourism becomes a means and opportunity to consume, for the purpose of its development, all cultural and historical values ​​and recreational resources accumulated by man. This, apparently, is one of the main reasons for the infusion of gigantic financial resources into tourism in recent decades under the control of the world's leading transnational companies in the field of hotel and restaurant business, transport, entertainment, etc.

This leads to a conclusion indicating that under the influence structural changes In the global economy, the growth of global tourist flows, tourism is being transformed into one of the leading sectors of the economy in the world. May with with good reason assert that classifying the tourism sector as a separate sector of the national economy is not only of scientific or theoretical interest, it is an important issue economic policy and economic practices, since the development of the industry means taxes, employment, jobs, infrastructure investments, etc.

Tourism, being an excursion-oriented sector, is attractive for investment precisely because it exhibits greater stability compared to other industries in an unstable situation on world markets. Given the global trend towards strengthening environmental protection measures, it is especially valuable that, unlike many other sectors of the economy, tourism does not lead to the depletion of natural resources, but on the contrary only contributes to the emergence of new tourist destinations, which develops the infrastructure of the regions as a whole. These factors fit into the global concept of sustainable tourism development, which includes a qualitatively new development of tourism, directly related to environmental protection on an integrated, interdependent basis. In addition, increased attention to the preservation and enhancement of natural resources creates conditions for the emergence of new tourism products both at the level of individual tourism associated with environmental interests and mass tourism.

At the Uruguay Round, significant in the history of tourism, the countries that signed the General Agreement on Trade and Tariffs developed a definition of tourism as a set, system, structure, industry, which includes following signs or types of activities and services:

• ? activities of tourist organizations - tour operators and travel agents;
• ? most passenger transport services, including car rental and use of transport for excursions;
• ? accommodation and catering facilities;
• ? recreational, cultural, sports and other entertainment services;
• ? additional and auxiliary services, such as guide services, organization of congresses, insurance related to tourism Financial services - credit cards, tourist checks and support services, medical service, trade in goods for tourist purposes and for use by tourists (duty-free trade, shops in tourist centers).

The identification of the tourism sector of activity as a separate sector of the economy is justified by the presence of:

• ? a sufficiently representative set of economically independent organizations that have a specialized material and technical base and specialize in the production and sale of tourism services and goods;
• ? stable and specific economic ties of this set with other sectors of the national economy;
• ? a certain economic management body or other body that in one way or another unites enterprises or organizations according to their sectoral affiliation or coordinates them economic activity, such as an association, union, tariff agreement, etc.

The economic importance of tourism is expressed in the fact that it is one of the highly profitable and dynamic sectors of the national economy, a source of foreign exchange earnings for the state treasury, and creates new jobs, i.e. contributes to the growth of incomes of the population, initiates the improvement of the region’s tourism infrastructure, and contributes to environmental protection. In addition, tourism activates big business, since with skillful management it is characterized by a quick return on investment, and provides ample opportunities for the development of small and medium-sized businesses.

For modern development The economy is characterized not so much by the development of separate industries as by the functioning of various inter-industry complexes. Apparently, tourism should also be approached as a large independent intersectoral economic complex of the national economy, since the tourism sector, uniting various industries, does not lie in the usual vertical plane, but covers a certain horizontal space, including enterprises and organizations of different industry affiliations.

International tourism is regarded as one of the important directions international cooperation and serves to strengthen interstate ties based on the development of tourism relations between the peoples of different countries, but in addition it plays the role of a stimulator of domestic and world trade and is a significant source of financial revenues to the country’s budget.

There are several functions of international tourism- economic, recreational and humanitarian, in the process of which the impact of tourism on the country’s economy occurs, and this impact is manifested in two forms - direct and indirect. The direct impact of tourism on the country's economy is a quantitative indicator characterizing the volume of tourist expenditures on the purchase of services and goods during the trip, minus the volume of imported goods and services necessary to fully meet the needs of tourists. Simplified, this process looks like this: tourists act as buyers who present demand for tourism products. The tourist realizes the demand for travel by paying for tourist work, services and goods and thus generates income for the tourism industry. Indirect influence of tourism manifests itself as the contribution of the tourism industry to other sectors of the economy as tourism expenditure circulates in the country. IN in this case the so-called multiplier effect of tourism is obvious, i.e. the ability, due to the initiation of demand, to necessitate the development of many industries that satisfy this demand in areas visited by tourists.

Historically, from the middle of the 20th century. the concept of “tourism” turned out to be inextricably linked not only with the concept of “market”, but also with the concept of “industry”. If initially industry (lat. industry- activity, diligence) was interpreted exclusively as a sphere of activity, a sector of the economy, including industrial production and sales of goods of some kind, then as services were included in the category of goods, and therefore production sectors associated with services, the concept of industry expanded into the present time corresponds to the most various areas activities, including tourism, since tourism has an industrial form and is a collecting industry or interspecific activity, the level of development of which determines the state of a number of industries.

The tourism sector is today part of the national economic complex, one of the components of the economic system, attracting increasing volumes of material, financial and labor resources. The intersectoral connections of tourism are so closely intertwined that it is very difficult to assess the contribution of a particular sub-sector to tourism.

The whole complex of factors influencing the development of the tourism industry can be divided into two groups:

• 1) factors that operate regardless of the activities of tourism industry organizations (political, economic, socio-demographic, cultural);
• 2) factors contributing to the development of tourism, actively used by tourism organizations in their activities. For example, further segmentation of the tourism market leads to the emergence of a new tourism product that takes into account the interests of a group of consumers that was not previously involved in tourism, and, consequently, to the expansion of the tourist space. Construction of new tourism facilities with a high technical level, advanced training of personnel, development of a professional qualification structure, as well as technical improvement of the material base based on the implementation of achievements and results scientific and technological progress, including implementation targeted programs improving culture and quality of service, rational use of existing material resources, facilities and routes (reducing the off-season period, introducing discounts and benefits, increasing comfort, etc.) contribute to the creation of modern, promising, interesting tourism products, with the help of which tourism organizations will be able to win new consumers and retain existing ones.

To assess the level of development of the tourism industry and its place in the national economy, the following main indicators of tourism development are usually considered:

• ? volume of international tourist flows;
• ? volume of tourist traffic (by type of passenger transport);
• ? activities of travel companies and wages in the tourism sector;
• ? number and status of hotel enterprises and specialized accommodation facilities;
• ? the number of catering establishments directly related to the tourism business;
• ? production of goods for tourism;
• ? paid services in the field of tourism;
• ? prices for tourist services;
• ? finance and investment in tourism.

The specificity of the tourism industry is that it is a complex system with a variety of economic ties, brings together a large number of industries whose functions are to meet the growing demand for various types of tourism and recreation.

Thus, we can say that today the tourism industry includes the totality of the results of the activities of organizations involved in the tourism business (tour operators and travel agencies), hotels and other accommodation facilities, means of transport (aircraft, railway, road, cruise ships), cultural and educational objects , recreational, sports, business and other purposes, as well as organizations providing targeted services (food for tourists, excursion services, services of non-interpreting guides and others).

The development of the infrastructure component of the tourism industry, namely the construction of roads, hotel and resort complexes, and the development of new recreational areas requires large investments, which can be financed from various sources. Participate in the development of the tourism industry government agencies, private physical and legal entities(domestic and foreign), international organizations, etc.

The growth in production of services in the tourism industry contributes to the development of other sectors of the national economy. It unfolds in them investment activities, new jobs are created, trade turnover expands and, consequently, the flow of foreign currency and taxes increases. The funds collected in this way can be used to further finance the infrastructure of the tourism industry, as well as to develop a personnel training system for the tourism services sector.

Globalization, informatization, and the development of transportation in the world over the past decades have given tourism rapid development dynamics: despite all the natural and social conflicts that inevitably affect global tourist flows, their volumes continue to grow steadily. Significant growth in tourism in modern world due to the following reasons:

• ? the existence of a direct relationship between tourism growth and income growth and the standard of living of the population. As a rule, the more prosperous a country is, the more stable its socio-economic position in the world, the higher the share of the population that joins global tourist flows, generating their growth;
• ? tourism is one of the most dynamically developing sectors of the world economy, it makes up a significant part of the world's gross national product, attracts on average about 7% of global investment, creates a large number of new jobs, is an important source of tax revenue in many countries;
• ? the development of the tourism sector has a direct economic effect on all key sectors of the economy and all aspects of society. Tourism is one of the effective means structural restructuring of the economy and changing priorities of social development;
• ? tourism is aimed mainly at solving certain social problems:
  • - provision, first of all, of intangible benefits to the consumer in the form of services;
  • - formation of the general educational, cultural, social level of the population; expansion of interethnic, interstate, interethnic, interpersonal relations;
  • - ensuring rest, restoration of vitality, health of consumers;
  • - coordination of the interests of individual population groups with the long-term interests of society, including the preservation of a favorable environmental, social, and cultural environment;
• ? the presence of exceptional tourism resistance to the effects of unfavorable economic factors throughout its historical development.

Of course, financial and economic crises on a global scale reduce tourist activity, as happened during the global financial and economic crisis of 2008-2009, but tourism for the urban population of the planet (the so-called “middle class”), which makes up the bulk of tourists, has long been from a conscious need for rest has turned into vital necessity. A modern person leading an intense business life requires relaxation, which tourism is fully capable of providing. It is this fact that is one of the main reasons for the “unsinkability” of tourism, and, consequently, for the preservation of the industry as one of the components of the national economy.

Innovations in the tourism industry are mainly aimed at the formation of a new tourism product and marketing activities, as well as the application of new management methods and the active use of modern information technologies, which significantly affects the reduction in the price of the tourism product. To further promote their country in the international tourism market, state and regional government bodies pay great attention to advertising activities. A broad advertising campaign for the country's tourism opportunities contributes to an increase in the number of foreign and domestic tourists, and, consequently, to an increase in revenues to the country's economy. UNWTO data show that in order to additionally attract one foreign tourist, providing an average of 1000 euros into the country's economy, states spend from 3 to 10 euros on non-commercial advertising of a tourism product. The average budget for non-commercial advertising of tourism services allocated in European countries, amounts to about 32 million euros per year. Most countries of the world, realizing the importance of tourism for “feeding” the national economy, invest significant funds in promoting the national tourism product, taking into account the specifics of the main sending and receiving markets, for example, Spain, for example, in order to increase the incoming flow annually from state budget spends about 113.3 million euros, 80% of which are marketing expenses. France's budget for tourism development is 91.28 million euros, and Brazil's is 59.8 million euros, almost 90% of which goes to promoting tourism products.

According to UNWTO, the tourism sector accounts for more than 6% of world GDP, 9% of total exports in 2011, but according to the UNVTO World Tourism Barometer (WTTC), international tourism receipts crossed the $1 trillion mark for the first time.

Let us turn to statistics on the state of the global tourism industry in recent years. According to the UNWTO International Tourism Barometer, international tourism revenues are currently recovering from the losses of the 2009 crisis. Since 2011, despite an uneven economic recovery, there has been healthy demand for international tourism in many markets. This is a positive trend, especially for countries facing financial pressure and weak local consumption, where international tourism is the main export product, increases its strategic role in terms of balancing external deficits and stimulating job creation. The level of income received from tourism continues to recover after losses during the crisis of 2009 and new record amounts of income from international tourism are being achieved.

According to the UNWTO International Tourism Barometer, revenues from international tourism in 2012 increased by 4% compared to 2011 and reached USD 1.075 trillion (USD 1.042 billion and EUR 749 billion in 2011), including additional revenues from international passenger transport of US$219 billion, totaling export earnings of US$1.3 trillion. This confirms the strong relationship between both indicators, despite the growth rate of receipts growing slightly slower than the growth rate of arrivals during times of economic constraint, and further demonstrates the tourism industry's ability to recover quickly from economic shocks.

Statistics show that by region in 2012, the highest revenue growth rate (+7%) was recorded in the Americas (+5.7%), followed by Asia-Pacific (+6%), Africa (+5%) and Europe (+2%). Negative performance continues in the Middle East (-2%), although Saudi Arabia, Oman and the United States United Arab Emirates retained their positions, but judging by the political events in this region, the situation will only get worse. Among the regions, the largest share of receipts from international tourism in absolute numbers was noted in Europe (+43% or 457 billion US dollars/356 billion euros), with the Asia-Pacific region in second place in terms of income (+30%, or 323 billion dollars). USA/251 billion euros), then the Americas region (+20%, or 215 billion US dollars/167 billion euros). The Middle East (+4%) had total tourism receipts of US$47 billion (€36 billion) and Africa (+3%) US$34 billion (€26 billion).

Of course, hotels make a significant contribution to tourism income, for the efficiency of which the most important indicator is RevPAR (see paragraph 2.1). According to the PWC forecast, RevPAR growth is expected to slow in all key European cities in 2013, but the increase will be demonstrated by hotels in St. Petersburg (RevPAR growth forecast in euros 7.3%) and Moscow (+5.2%) , followed by hotels in Paris (an increase of 5.0%), Frankfurt

(3.5%), Berlin (3.2%) and Dublin (3.1%). The highest hotel occupancy rates are expected in Paris, Edinburgh and London. The rating is headed by Paris with 79.1%, and the best growth is expected to be demonstrated by Barcelona (+2.7% to occupancy), St. Petersburg (+2.0%), Brussels (+1.6%), Frankfurt (+1.2% ), Dublin and Berlin (but +1%).

The combination of occupancy and high prices in hotels will again lead to the leaders in profitability but Rev PAR Paris (211.17 euros in revenue, an increase of 5% compared to 2012), Geneva (161.80 euros), London (134.21 euros), Zurich ( 131.53 euros) and Moscow (103.54 euros). The most expensive hotels in 2013 will be Paris and Geneva. Judging by the ADR indicator, the leaders will be Paris (267.11 euros per room) and Geneva (253.85 euros). On the next lines of the PWC “highness rating” are Zurich and London, Moscow in fifth place. Prague will remain the cheapest of the 19 largest tourist cities in Europe, where a typical hotel room will cost almost 200 euros cheaper than in the French capital.

The income that tourism brings to national budgets also includes export revenue from the transportation of foreign passengers, the latter, according to calculations in 2012, amounted to 196 billion US dollars, bringing total amount revenue to $1.2 trillion, or an average of $3.4 billion per day. As a result, international tourism (travel and passenger transport) now accounts for 30% of global exports of services and 6% of all exports of goods and services. In this context, there has also been an increase in the number of transport enterprises and firms focused on income from renting vehicles to tourists (cars, buses, boats and even light aircraft).

According to UNWTO, in the first half of 2012, among the source markets of industrialized countries, Germany, Australia, Norway, Belgium and Canada reported the highest volumes of tourism spending. The leader of the world ranking (Top 10) in terms of spending was Germany ($84 billion, growth +6%), followed by the United States ($79 billion, +9% growth, second place in the ranking), and Canada showed growth by 7%. A noticeable increase in tourist spending was also noted in Russia: +15% and seventh place in the ranking.

Countries such as Australia, Italy and France saw very little growth in overseas tourist spending. In the UK, in 2011 there was a 2% reduction in spending due to the instability of the pound sterling, but in 2012 there was an increase of 5%. In Japan, as a result of natural disasters and the tragedy in Fukushima, there was also a decline of 11.2%; in 2011, the country dropped to eighth place in the top 10, but in the first 6 months of 2012, total spending by Japanese tourists abroad increased by 8 %, which indicates the recovery of this important market.

Active growth was also clearly evident in the BRIC countries (Brazil, Russia, India, China): in China (3rd place in the ranking), spending on international tourism increased by $18 billion (+30%) and reached $73 billion. USA, in Brazil the increase in costs amounted to US$5 billion (+30%) and reached US$21 billion, in India costs increased by US$3 billion, amounting to US$14 billion. Unexpected growth rates in travel spending were demonstrated by countries such as Venezuela (+31%), Poland (+19%), Filischny (+17%), Malaysia (+15%), Saudi Arabia (+14%), Belgium (+ 13%), Norway and Argentina (+12% each), Switzerland and Indonesia (+10% each). On the other hand, France (-7%) and Italy (-2%) recorded a decrease in tourism spending.

Thus, in 2012, the share of international tourism (travel and passenger transportation) amounted to 30% of world exports of services and 6% of total exports of goods and services. Tourism as an export category ranks fifth in the world after fuels, chemicals, food and the automobile industry, and at the same time ranks first in many developing countries.

A large army of specialists working in various areas, which is the essence of the infrastructure of the tourism industry. This is one of the most positive factors that provide positive benefits to society from tourism. In many countries of the world, it is through tourism that new jobs are created, a high standard of living is maintained, and conditions are created for further improving the country's balance of payments. In 2011, more than 225 million people worked in the tourism sector, including those employed in related industries (8.7% of total employment). In 2012, the number of people employed in the tourism services sector is expected to grow by another 2%, which will amount to 260 million jobs. According to UNWTO forecasts, by 2020, employment in the tourism services sector will amount to about 328 million jobs, or one out of every ten jobs on the planet (Table 2.9, Fig. 2.3).

Table 2.9

Employment in the tourism system (2011)

Rice. 2.3.

Being a complex socio-economic system, tourism is influenced by numerous factors, the role of which at each moment can be different, both in strength and duration of impact on the development of tourism. The main factors determining the future of the tourism industry include external (exogenous) and internal (endogenous), i.e. industry factors, among which the most obvious is the growth of competition in the tourism demand market, the emergence of an increasing number of countries with ambitious expansive plans to attract tourists against the background of reaching the peak of saturation of some forms and types of tourism offered by tourist centers and countries (for example, in the beach holiday market ). Hence the rapid growth of competition in the tourism services market, the struggle for markets for the national tourism product, however, the competitive advantages of an organization depend on the ability to use a number of factors: access to cheap resources; national investment incentives; overcoming trade and other barriers, a skillful marketing strategy for promoting the tourism product, including the image component of the country. Since in modern conditions the tourism industry is becoming more and more international (the same competing companies operate in almost every country), the achievement competitive advantages possible in the presence of global associations, the idea of ​​​​the formation of which began to be actively promoted in the United States in the mid-80s. XX century Research conducted by universities and management consulting firms in the United States has characterized global consolidation as a surefire means of winning major foreign markets and increasing the competitiveness of transnational companies in America, which, putting theory into practice, have demonstrated significant achievements in this direction and cash injections into the national economy.

The term "global" means that firms view the world as a single whole, in which national boundaries and national differences between consumers are erased. Globalization allows firms to achieve economies of scale through standardization of goods and to take advantage of global marketing. Global market- this is an international market, the demand in which can be satisfied by the supply of one basic product, supporting this demand with sales and marketing tools. The main idea of ​​globalization is to define general characteristics markets and target consumer groups that do not depend on the characteristics of individual countries. The process of business globalization is characterized by:

• ? the disappearance of national and regional preferences, the gradual equalization of consumer needs and demands;
• ? economies of scale through standardization of products or services produced;
• ? taking advantage of global marketing.

J. Stanford - professor international business at the London Business School, described the advantages of global associations as follows: “these are strong positions in all the most important markets for the corporation, the presence of a global information system, adaptability and balance with the needs of the supply chain.”

Global associations are formed through mergers, acquisitions and acquisitions of organizations. In many European countries (Great Britain, Germany, France, Spain) there is a global division of the market through the acquisition of companies. The tourism industry, like other industries, is characterized by the process of concentration of enterprises moving beyond national borders through the creation of transnational corporations.

The expansion of global companies into national tourism markets and the expansion of the process of concentration of tourism institutions beyond national borders through the creation of transnational tourism corporations has become an obvious fact, to which local tourism institutions can respond in different ways. You can stop tourism activities and not compete in those areas where there is no possibility of progressive development; another way is associated with the search for the most effective organizational forms of cooperation with tourism institutions known in the world tourism market through mergers, mergers, acquisitions and takeovers of tourism organizations. (This situation is typical for the hotel complex; about the development trends of the global hotel complex - hotel chains, franchising and other innovations were discussed in Chapter 1).

Thus, globalization processes lead to the fact that tourism institutions, as part of the effective development of world tourism in order to increase the efficiency of tourism activities, along with the use of existing factors of production of tourism products or services, pay special attention to:

• ? forming a well-known trademark of a tourist institution, maintaining its image, gaining recognition among consumers of tourism services by increasing the list and quality of services;
• ? ensuring a strong position of the tourist establishment in price competition on a global scale;
• ? intensifying activities in promoting tourism products to the market and continuously improving tourism products;
• ? the use of modern achievements in strategic, financial, innovation management, marketing, PR technologies, etc.

The main areas that will contribute to the growth of profitability in the tourism industry include:

• ? an increase in the number of repeat visits (80% of tourists return to Paris repeatedly, 77% of tourists who visit the UK come there again);
• ? a more uniform distribution of tourist flows, leveling out seasonality caused by the tendency for vacations to be “fractionalized”;
• ? the emergence of innovative tourism products (farm tourism, various areas of eco-tourism);
• ? intensification of online tourism against the backdrop of a growing volume of specialized tourist information on the Internet and the ability of tourists to use modern information technologies.

According to authoritative UNWTO experts, the global tourism industry is entering a period of ever-increasing volumes of travel and excursions and increasing competition among regions and host countries. According to UNWTO forecasts, in 2020 the number of international tourist arrivals will be 1.56 billion people, of which 1.18 billion will travel within their regions (meaning Europe, America, Africa, etc.), and only 377 million people will travel long distances to other regions of the world. However, overall, over the period under review, long-distance travel to other regions of the world will grow faster than travel within their own regions. The ratio between intraregional and interregional travel will change from 82:18 in 1995 to 76:24 in 2020. At the same time, the following distribution of tourists by region is expected: Europe will remain in the leading place - 717 million tourists, East Asia will take second place, those. The Pacific region - 397 million tourists, America comes in third with 282 million tourists, followed (in descending order) by Africa, the Middle East and South Asia.

As for such an important component of the tourism market as the hotel industry, in the European region in 2012 four cities achieved a doubling of Rev PAR in euros: St. Petersburg (14%), Dublin (13%), Prague (13.1%) and Moscow (12.9%). Close to the leaders were Berlin (9.6%) and Paris (9%). In general, nine European cities have demonstrated a steady increase in the indicator for 10 years: Amsterdam, Berlin, Brussels, Edinburgh, Frankfurt, London, Moscow, Paris and Vienna, while a decrease in RevPAR was recorded in Lisbon (-6.5%), Madrid and Zurich (by -5.5%) 1 .

According to the forecast of the largest international consulting agency PWC (Pricewater house Coopers), the European hotel industry will experience difficult times: the recent leader - London, after three record-breaking post-Olympiad hotel booms, will lose approximately 7.9% of Rev RA compared to 2012, followed by Madrid -5.8%, Amsterdam -3.2%, Zurich -1.3%, Brussels -1.2%, Rome -1.1% and Geneva -0.3%.

It should be noted that the hotel business all over the world periodically experiences such downturns, but hotels endure periods of crisis more easily, since they have anti-crisis survival models that involve the introduction of new flexible discount systems, the organization of various cultural events, and the development of new original projects that will allow them to save enough money. high hotel occupancy rate.

Based on an analysis of the current state of the global tourism market, UNWTO predicts the following picture of the distribution of tourist flows in the current decade of the 21st century. (Table 2.10).

Table 2.10

The most popular tourist destinations by 2020, million people

1 RevPAR (Revenue per available room per day) is an analytical calculation indicator reflecting the level of profitability of one hotel room.

In order to increase international tourist arrivals, the world tourism community, represented by UN WTO, has formulated the following main tasks facing countries in the next decade:

• ? increasing the overall responsibility and coordination role on the part of governments of countries that rely on tourism development;
• ? ensuring safety measures and timely provision of tourists necessary information;
• ? increasing the role of state policy in the field of tourism;
• ? strengthening the role of public-private partnerships;
• ? the need for government investment in the development of tourism, primarily in the promotion of the tourism product and the development of tourism infrastructure.

Based common tasks facing participants in the global tourism market, the main factors that will determine the growth of tourism activity in the next decade will be:

• ? expansion of the global tourist area;
• ? processes of world globalization and integration, which create objective prerequisites for the growth of business and educational tourism, are drawing more and more new layers of the population into its orbit;
• ? global informatization of society, which facilitates and accelerates the satisfaction of various tourism needs in the shortest possible time;
• ? growth in incomes of the population of industrialized countries combined with the expansion of industry, including tourism;
• ? simplification of the visa regime and related formalities;
• ? improving all types of transport and reducing the cost of travel;
• ? enrichment of types and forms of tourism, including environmental, automobile, extreme tourism, etc.;
• ? emphasis on awakening tourists’ interest in learning about the culture of an unfamiliar country and increasingly diverse types of social communication to satisfy the “sensory hunger” of modern man.

Currently, there are general trends in demand changes: polarization of tourist preferences - strengthening the position of mass tourism in developed tourism countries and increasing demand for an individual or specialized tourism product; transition from passive rest to active rest; greening consumer thinking; fragmentation of vacations and, accordingly, reducing the imbalance in seasonal tourist flows.

The global tourism market at the beginning of the 21st century. characterized by an ever-increasing level of competition between countries both within their region and beyond. Increasing competition both in the tourism demand market and in the market tourist offer, encourages tourism organizations to search and promote innovative tourism products and develop new types of tourism. This requires constant active actions on the part of countries developing tourism aimed at highlighting priority types of tourism products and creating conditions for achieving an acceptable price-quality ratio.

Further segmentation of the tourism market and differentiation of the tourism product offer are predicted. Segmentation of tourist demand involves taking into account individual preferences various categories consumers and the emergence of a new tourism product that takes into account the interests of a consumer group that was not previously involved in tourism. As a rule, segmentation of the tourist market is carried out not according to one, but according to several criteria, which makes it possible to more accurately take into account various requests and consumer motives when creating a new tourism service. Segmentation is the right way to expand the tourist space. Thus, in order to attract tourists to the country, Finland is developing new tours and routes aimed specifically at residents of Russia. IN Lately Tours to Finland to attend hockey matches are becoming increasingly popular. During the 2013 Ice Hockey World Championship, many excursion tours were designed specifically for fans from Russia.

Differentiation of the tourism product will contribute to an increasingly wider coverage of tourist flows with different material capabilities and needs. The most promising types of tourism by 2020 are expected to be adventure, environmental, cultural, educational, thematic, and cruises. To these directions we can add the tendency of the host country to reorient itself towards the needs of potential wealthy tourists; as an example, we can cite the island of Mallorca (Spain), whose authorities, in order to attract tourists from Muslim countries and China, are ready to sacrifice some European tourists, since the authorities have chosen the model as a guideline Las Vegas, St. Tropez and Miami, where alcohol is prohibited.

Further development of the tourism market is impossible without the construction of new and reconstruction of existing tourism facilities, taking into account the latest achievements of science and technology; improving the culture and quality of service based on industrialization, technologization and computerization of the tourism industry; rational use of available material resources; applications modern technologies tourist services. The tourism industry is one of the striking examples of the introduction, development and active use of ICT (infocommunication technologies) in the world. Book tickets, choose and pay for a hotel room in any city around the world at any time, anywhere using mobile device, using electronic methods payment is becoming commonplace for travelers of all ages with a wide range of income levels.

The development of tourism largely depends on the awareness of tourists about possible places of recreation and travel. Development of funds mass media and their capabilities allowed tourism organizations to promote both tourism in general and individual tourism products or services. Every year, information in the world of tourism is becoming an increasingly valuable commodity, and tourism organizations actively use the Internet to manage tourist flows, which, with a high degree of computerization, modern society has become one of the main sources of information for potential tourists when choosing a travel destination. In addition to tourism organizations promoting their tourism product, there are independent portals, whose role in creating the country’s image can hardly be overestimated. They specialize in providing tourists with comprehensive and reliable information to help them choose a travel destination. An example is the one that has become one of the largest travel portals in Europe, created in the Netherlands (2005) and managed by ZooverlnternationalB. V. tourist portal ZOOVER. This is one of the most comprehensive European tourist portals in terms of coverage of systematized information: the portal contains catalogs of countries by territorial characteristics, classified into certain groups, and detailed information about hotel companies in different countries world, the portal has a section for travel reviews from tourists, and based on them it forms its hotel ratings. Currently, the portal is available in 25 countries around the world - in 2012 the number of users was more than 185 million people.

Currently another trend modern market is a very aggressive advertising impact on the consumer when promoting their tourism product in foreign markets, a skillfully structured policy of marketing campaigns, which, having proven their effectiveness in developed countries, can become in developing countries of the 21st century. one of the most effective tools for attracting new tourists. Moreover, even if the tourism industry in these countries is developing mainly through the efforts of private businesses (small family enterprises), the states themselves, understanding the profitability of tourism for the country as a whole, will be actively involved in promoting the country’s tourism brand at the international level.

The development of tourism is also influenced by socio-demographic factors,

significantly expanding the number of potential consumers of tourism services. For example, population growth, especially urban population growth, which differs high level education, the desire for professional growth, mobility, high demands for comfort and quality of life, has led to the emergence of one of the promising growing target groups of the tourism market, for which tourism is one of the priority means of restoring and maintaining working capacity. All over the world, there is a tendency to fragment vacations, which leads to an increase in short trips; therefore, with a shortage of time, tourists will look for a product that gives maximum pleasure in a minimum period of time; a sharp change of environment, the desire to get maximum impressions in a minimum period of time, comes to the forefront of motivation . Currently, a number of large European tourism companies consider these groups of tourists as market development potential, creating for them a specialized tourism product that takes into account their consumer preferences.

It is important for the implementation of a strategic policy for tourism development to take into account the demographic trends occurring in the world. Currently, statistics indicate a constant increase in the proportion of the elderly population in countries with developed economy, while the working-age population is stagnating. The result of this is a growing demand for a tourism product intended for the so-called mature segment of the tourism market and in the last decade the “third age”, i.e., has become an attractive category for tourism. pensioners. Improving the quality of life and the development of the healthcare system have led to an increase average duration life and the proportion of older people who remain active and have virtually unlimited free time and relatively high purchasing power. Considering the importance of this group of consumers, UNWTO devoted one of its conferences to the development of tourism for “people of the third age”, during which a number of recommendations were developed for tourism industry workers, namely: to provide additional safety measures in programs for this group of tourists; medical service; dietary food; cultural events; walks; age-appropriate physical activity; providing clear and precise information about the organization of recreation.

Have a significant impact on the tourism market foreign economic activity states, processes of integration and globalization in all sectors of the world economy. This contributes to the growth of business activity of the planet's population and the emergence of various new species business tourism, Moreover, this group of consumers should also include financially independent women who are making a career, traveling with business purposes Tourism organizations are trying to take into account the special requirements of this group of consumers (some hotels allocate special floors to serve female clientele, for example, the New Otani Hotel in Tokyo).

And finally, the role of the country’s image, which is one of the motivating factors that encourages tourists to travel, should not be diminished. Among the motives influencing the formation of tourist needs (natural factors, development of tourism infrastructure in the country of destination, etc.), motives that lie on the psychological plane should be taken into account. People who travel abroad most often are non-conservative people, namely those who are attracted by the novelty of impressions and are not afraid of the unknown that is present in any trip. However, even that category of tourists who prefer to explore new countries with each trip, when choosing a tourist destination, choose a country with a positive tourist image for their tour.

World practice shows that the task of creating an image of a country favorable for visiting is exclusively state task, because the private business by definition, it cannot conduct a non-commercial image advertising campaign for its country, since it promotes and sells only its own product.

According to the UNWTO definition, the image of a country consists of a set of emotional and rational ideas of people, resulting from a comparison of all the characteristics of the country, own experience and rumors that influence the creation of a certain image.

Experts who study trends in consumer demand note that the tourist image in the minds of consumers is undergoing changes to a greater extent due to such parameters as the level of service and the ecological state of the country (resort - if we are talking about a beach holiday). The concept of service in the minds of tourists is not limited to hotel services; for example, Russian tourists also pay attention to attitude towards Russians in general, friendliness, friendliness of the residents and their inherent traditions of hospitality.

Even in the Global Code of Ethics for Tourism, adopted by UNWTO members (1999), it was noted that the development of tourism activities requires increased safety. Recently, due to the aggravated political situation in the Middle East, natural and man-made disasters in the Pacific region, the safety of the proposed tourism product, largely determined by the peacefulness of the country as a whole, has come to occupy an important place in consumer preferences. Since 2007, an international group of experts under the auspices of The Institute for Economics and Peace at the University of Sydney (Australia) has been compiling a peace ranking of countries based on the calculation global index peacefulness, determined taking into account statistical data of international organizations (UN, The World Bank, Transparency International, etc.) according to 22 separate indicators, grouped into several categories: internal and external conflicts, security and stability of society, level of militarization, etc. (Table 2.11). It is logical to assume that in subsequent years there will be an increase in the incoming flow of tourists to countries that have received high place in the peacefulness ranking.

Table 2.11

Such a significant event as the official recognition by world leaders of the Group of Twenty (G20) countries of the importance of travel and tourism as a driving force of growth and economic recovery is considered an encouraging factor in the further development of the tourism market. For the first time, the G20 Leaders' Declaration adopted in the summer of 2012 (Los Cabos, Mexico) noted that their countries had committed to “develop initiatives to facilitate travel that will contribute to job creation, decent work, poverty reduction and global economic growth" A study presented at the G20 Ministerial Meeting by UNWTO and WTTC found that G20 countries could increase their international tourist arrivals by an additional 122 million by 2015, generate an additional US$206 billion in tourism export revenues and create more than 5 million additional jobs by simplifying visa procedures and entry formalities. The study's findings suggest that of the 656 million international tourists who visited G20 countries in 2011, about 110 million required visas, while many more millions of tourists decided not to travel due to cost, waiting times and visa difficulties. procedures. Making visas easier for these tourists, many of whom come from the world's fastest-growing destination markets such as the BRICS countries, could stimulate demand, spending and ultimately help create millions of new jobs in G20 economies.

UNWTO studies indicate that the growth trends in the tourism industry will continue in the future, since current state The global tourism industry in countries with a favorable environment and sustainable economic potential is characterized by the introduction high technology, the efficient functioning of large transport corporations, hotel chains and catering establishments. It can be said with good reason that the tourism industry will remain one of the most dynamically developing areas in the world market.

• ADR - (English Average Daily Rate) is a statistical indicator of the average cost of a hotel room sold per day.