Increasing the Tourist Attractiveness of Russian Regions Based on Clustering

Abstract

The main purpose of the study is to consider increasing the tourist attractiveness of Russian regions based on the use of a cluster approach, considering the formation of personalized service technologies. To achieve this goal, the definition of the structural components of the tourist clusters of the region is given, considering the specifics of the provision of tourist, recreational services, types and factors of integration processes of the system of organization of tourist clusters. The result of the study is the definition of a macroeconomic tourism cluster, which allows, by combining sequentially or in parallel technological processes of specialized enterprises of a tourist territory or cross-border territories, to create, promote and provide a cluster tourism product, taking into account consumer preferences. The macroeconomic tourism cluster reflects the economic paradigm of the tourism and recreational complex, including systematicity, synergy and institutionalism and other signs of organizing the functioning of complex-forming structures in the tourism industry. In the course of the study, the types and factors of integration processes of the system of organizing tourism clusters were clarified, the content of the strategic planning system of macroeconomic tourism clusters was substantiated, the state of the Russian tourism services market was assessed, taking into account the formation of personalized service technologies in the conditions of clustering, scientific and applied aspects of diagnostics and monitoring of the functioning of tourist clusters in conditions of limited use of financial resources have been identified, recommendations have been proposed on the most important problems of using resource provision, focused on maximum preference for the interests and needs of tourists in the modern period of development of clustering in the tourism industry, as well as the development of integration-production, coordination relations between the activities of specialized enterprises of tourism clusters. The article notes the processes that hinder the dynamic development of cluster formation in the tourism industry, which include the lack of organization for the interaction of executive authorities of cross-border regions, the limited possibilities of using an adapted methodological framework that allows the use of cluster technologies, the lack of trained management personnel and specialists in the formation and use of tourist clusters of cross-border regions.

Keywords

• macroeconomic tourist cluster
• clustering
• tourist services
• investments
• regional tourist attraction