Logo_Service & Tourism: Current Challenges_eng

Service Economy, Innovation and Experiences

Vol. 20 No. 3 (2026)

IMMERSIVE TOURS AS A FACTOR IN ENHANCING THE APPEAL OF REGIONAL TOURISM FOR YOUNG PEOPLE (THE CASE OF THE RYAZAN AND YAROSLAVL REGIONS)

DOI:
https://doi.org/10.22412/2414-9063-2026-20-3-79-87
Submitted
August 31, 2026
Published
August 31, 2026

Abstract

As the tourism industry undergoes transformation under the influence of the experience economy and digitalization, the search for new formats of guided tours capable of sustaining young people’s interest in regional tourism has become particularly relevant; this is especially significant for regions with rich but underutilized cultural and historical potential. This article examines the problem of the insufficient appeal of traditional excursions for young people and argues for the possibility of addressing this issue through the implementation of immersive excursion practices. The aim of the study is to identify the tourism potential of immersive excursions as a factor in enhancing the appeal of regional tourism, using the Ryazan and Yaroslavl regions as examples. The methodological basis of the study consists of methods for the analysis and synthesis of scientific literature, a comparative analysis of regional tourist routes in the Ryazan and Yaroslavl regions, as well as an interpretation of the characteristics of the functioning of museum and excursion spaces. The study identified key areas for the implementation of immersive tours, including the reenactment of historical events, the revitalization of literary heritage, and the integration of local cultural practices. The scientific novelty of this work lies in a comprehensive understanding of immersive tours as an interdisciplinary tool for the development of regional tourism, as well as in a comparative analysis of the possibilities for their implementation in two regions with different levels of tourism infrastructure and cultural positioning. The main findings of the study show that immersive tours can significantly increase the engagement of a youth audience by creating an emotionally rich and personalized tourist experience, and also contribute to the formation of competitive advantages for regions, strengthening their image as modern and innovative destinations for educational and comfortable leisure.

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