The international scientific-practical journal “Service & Tourism: Current Challenges” covers current trends, strategies, methodologies, and best practices in the fields of services and tourism in the Russian Federation and abroad. Key areas of publication include geographical tourism resources of regions, tourist-recreational complexes and clusters, spatial organization of tourism and hospitality, development of attractions and historical-cultural heritage sites, tourism in a multicultural environment, state regulation of the tourism sector, service economy, innovation and experience economy, prospects for the hotel and restaurant business, as well as service technologies in tourism and the hospitality industry.
Russian State University of Tourism and Service
MODELS OF SPATIAL TOURISM DEVELOPMENT BASED ON THE TYPOLOGY OF TOURIST AND RECREATIONAL COMPLEXES OF THE RUSSIAN REGIONS
The purpose of the study is to develop and substantiate differentiated models of spatial tourism development in the constituent entities of the Russian Federation based on the typology of tourist and recreational complexes (TRC). The research is based on a comprehensive methodology that includes the formation of three assessment blocks («Potential», «Performance», «Contribution to development») with 32 indicators. Data processing involved min-max normalization, calculation of integral indices using weighted summation, cluster analysis (k-means) with justification of the number of clusters by the elbow method, as well as discriminant analysis to verify the stability of the typology. Spatial modeling was performed using GIS technologies (QGIS). Based on the analysis of data for 85 constituent entities of the Russian Federation, three stable types of regions are identified: «Center» (8 leading regions with a highly developed tourist system), «Semi-periphery» (39 regions with average potential and fragmented development), and «Periphery» (38 regions with a low degree of tourist and recreational potential development and weak infrastructure). For each type, corresponding models of spatial tourism organization are proposed: polycentric decentralization (for leading regions), cluster development (for the «Semi-periphery»), and point concentration (for the «Periphery»). The proposed models make it possible to move from fragmented regulation to an integrated system of territorial tourism management that takes into account resource potential, infrastructure constraints, and the socio-­economic contribution of the industry. Spatial modeling acts as a key tool for transforming strategic goals into specific regional development projects.
Spatial Organization of Tourism and Hospitality
Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
VENICE: PROBLEMS OF OVERTOURISM AND TURISMOPHOBIA AND WAYS TO SOLVE THEM
The article explores the history of Venice in the field of tourism – ​the path from power to entertainment, from romance to a global brand. Today, one of the largest centers of international tourism is on the verge of a new stage: Venice is trying to find the optimal solution that will allow it to profit from tourism without sacrificing its unique cultural and natural heritage. A city that has been selling its beauty for centuries must now learn how to protect it in order to preserve it for future generations. The phenomenal rise and historical transience of medieval Venice are still of scientific interest, and the author attributes its decline to economic and foreign policy factors. The image of Venice – ​a city on the water, the pearl of the Adriatic, where art and history are inseparable from life – ​beckons with its romance. However, behind this facade lies a deep crisis caused by mass tourism, which, while desirable, has also become disastrous. Venice, once thriving on tourism, is now facing a challenge: how to preserve its uniqueness without rejecting visitors? The problem of tourism in this city is a global challenge: How to balance the right to travel and the need to protect fragile cultural heritage? The increase in the number of residents and tourists in Venice is directly correlated with the growth of garbage and the increasing strain on the city’s infrastructure. At the same time, the preservation of its unique cultural heritage, which is of global significance, is being undermined by both acts of vandalism and the natural wear and tear caused by the massive influx of tourists. The environmental situation in the lagoon is a cause for serious concern, as its fragile ecosystem is under threat. In addition to addressing the current challenges facing Venice, the article also presents the results of a study aimed at solving these problems. The future of the city is inextricably linked to finding a balance between attracting tourists and preserving its unique identity. Saving Venice is a task that requires synergy, from thoughtful governance to the conscious choices of every tourist.
Robotization of the restaurant business in 2024–2026 is characterized by a transition from point mechanization to the integration of autonomous and semi-autonomous robotic subsystems into the digital framework of enterprise operations. The purpose of this article is to develop and substantiate a systems-­analytics approach to the implementation and operation of cooking, service, and logistics robots in the operational systems of Moscow restaurant enterprises without conducting an economic assessment or case modeling. The methodological framework incorporates process analysis, systems engineering principles, the concept of end-to-end process observability, and organizational analytics methods (including process mining and digital twins as verification and monitoring tools). The scientific novelty consists of (1) proposing an architecture for a restaurant robotic system as an extension of the automated control system (POS – ​OMS – ​KDS – ​WMS/warehouse – ​CRM – ​BI), (2) formalizing integrated data points for analyzing the quality of robotic operations, and (3) introducing a restaurant operating system robotic readiness index (RORII) aimed at assessing technological readiness, integration compatibility, safety, and personnel and organizational adaptation. The obtained results can be used in developing technical specifications for robotization, selecting robot classes, and creating operating procedures for Moscow restaurants.
USING DIGITAL MODELS TO SHAPE AND ANALYZE THE CUSTOMER EXPERIENCE IN THE HOSPITALITY INDUSTRY
The article is devoted to the study of current trends in the use of digital models for the formation and analysis of customer experience in the context of digital transformation of the hospitality industry. The relevance of the topic is due to the specific features of hotels’ interaction with customers in modern conditions, the need to expand the range of digital communication channels, and the integration of big data to improve the efficiency of management decisions. The purpose of the study is to justify the use of digital models for the comprehensive formation and analysis of customer experience using the example of hotels that have successfully implemented this concept. The methods used were analysis of scientific sources, modeling of customer experience, comparative analysis, and digital data processing tools. The paper systematizes the stages of the concept’s evolution and proposes a classification of digital models for analyzing customer experience. The study conducts a comparative analysis of Russian digital platforms used by hotels for digital transformation of customer experience management in the hospitality industry and substantiates the need to integrate quantitative and qualitative indicators within a unified analytical model. The article highlights the obvious advantages, systemic problems, and groups of factors that influence the development of digital modeling and the implementation of these models in the practice of hotel management. The article proposes solutions to current problems based on the development of cloud services. Using real-life cases, the article justifies the economic efficiency of implementing digital models, which provide hotel management with an analytical basis for making investment decisions.
INTEGRATED SAFETY MANAGEMENT SYSTEM IN MOUNTAIN TOURISM: CURRENT APPROACHES
In this article the authors explore issues related to the integrated safety system in mountain tourism. The main threats and risks, the causes of their occurrence are considered and the ways to resolve them are proposed. Various types of natural mountain hazards such as avalanches, rockfalls, mudflows, fogs, and a sharp deterioration in weather conditions are investigated. The problems related to acclimatization in mountainous areas and the influence of altitude on human physiology are considered. The article also notes the importance of the human factor, as the insufficient level of tourists’ physical fitness, non-compliance with the movement rules, disregard for the equipment condition and the fatigue of tourists in the mountains. The reasons related to risk underestimation and non-compliance with safety regulations resulting to tourists’ injuries are considered in detail. Statistics of the increase number of tragedies in the last decade are provided and this highlights the need to implement strict standards and regulations. The development of modern infrastructure and innovative technologies aimed at rescuing victims and preventing emergencies are in special article attention. The authors offer recommendations on preparing for hiking trips, choosing high-quality equipment and raising the tourists’ awareness. The article aims to draw the attention of the public and government agencies to the problems of mountain tourism safety and to stimulate international cooperation in this field.
TECHNOLOGICAL SUPPORT FOR TOURIST SAFETY AS A FACTOR IN DEVELOPING THE REGIONAL SERVICE ECONOMY
This article analyzes technological support for tourism safety as a governance tool that strengthens destination trust and improves regional performance in the service economy. The purpose is to identify which digital solutions – ​intelligent video analytics, biometric identification, mobile emergency-­assistance services, smart-city platform integration, predictive analytics, and Big Data–generate a sustainable socio-­economic impact and through which mechanisms this impact is formed. The methodology combines a systems approach, comparative analysis of domestic and international implementation practices, and an assessment of their economic consequences. The findings show that shifting from reactive response to proactive risk management reduces incident frequency, builds reputational capital, and increases the predictability of the visitor experience, which translates into higher arrivals, longer stays, and greater tourist spending. Conditions for investment payback are substantiated, including interagency data integration, public–private partnership models, process standardization, personnel training, and compliance with personal data protection requirements. Scientific novelty lies in articulating the chain “safety technologies – ​trust – ​demand – ​multiplier effects” and in proposing practical reference points for regional policy and business. Key limitations include false positives, algorithmic bias, dependence on data quality, and platform cyber resilience. The article emphasizes balancing control with privacy and deploying KPI-based monitoring at destination level.
Service Economy, Innovation and Experiences
CHANGE MANAGEMENT IN TOURISM AND SERVICE IN THE ERA OF TRANSFORMATION WITH LIMITED RESOURCES ON THE EXAMPLE OF TOURISM SECTOR COMPANIES
This article discusses the major challenges of managing organizational change in the era of transformation with limited resources. The relevance of the topic is due to the high external environment turbulence, which significantly affects the internal business processes of companies. The speed and number of these changes force companies to adapt without allocating significant budgets. We analyzed the main issues faced by management at all levels: staff resistance, lack of engagement, lack of clear communication, which entails the risks of project disruption. The use of intersectoral experience and the application of practices from related and non-related industries to solve the problems of tourism and service is particularly emphasized. The method of storytelling and in-depth interviews were used as the research methodology. They give a detailed analysis of multiple practical cases for implementing changes in large corporations and small businesses, including the experience of Yuzhuralzoloto Group of Companies, METRO Cash & Carry hypermarket chain and regional retail, the experience of international and Russian business. Tools for creating a manager’s image, which allow solving issues of effective communication and employee involvement through the creation of change teams, are considered. Principles of flexible methodologies (Agile, Scrum) and classical management models (CAPI of Yitzhak Adizes / model based on the balance of different leadership styles) are studied. It is concluded that the success of transformations does not depend on the funding amount, but on a strategic approach, environmental friendliness of implementation and efficient use of internal resources. The critical role of middle managers and the importance of honest two-way communication to reduce resistance and ensure sustainable development of the organization in conditions of uncertainty are emphasized. The authors demonstrate how the adaptation of technologies from the extractive industry and retail allows optimizing processes in the hospitality industry. The results of the study confirm that the replication of successful models from other sectors of the economy helps to minimize costs.
DIGITAL INNOVATIVE DEVELOPMENT OF RURAL TOURISM
Amid growing interest in rural recreation, a key contradiction in contemporary Russian tourism is becoming more acute: the spontaneous development of individual agritourism facilities clashes with the lack of a systematic approach to their integration. The goal of this study is to overcome this fragmented view of the problem and systematically understand the organizational features of the innovative development of rural tourism, which is characterized by a complex structure. The article utilizes content analysis, comparative territorial analysis, and systemic, institutional, and economic-­statistical approaches. The author argues that examining this segment without the inclusion of digital innovations leads to a loss of synergy and limits its potential as a driver of economic growth. The presented materials will be useful to researchers specializing in regional economics, tourism, and geography, government officials responsible for rural development, and entrepreneurs planning or operating in rural tourism. The conclusion is the need to transition from a decentralized model of rural tourism development to an integrated one. To contribute to solving this problem, a set of three practical recommendations is proposed: the formation of regional agritourism complexes, the creation of a unified digital platform for the aggregation/promotion of services, and the implementation of a flexible and transparent voluntary certification scheme adapted to the specifics of rural areas.
IMPROVING EVENT MANAGEMENT EFFICIENCY THROUGH A DATA-DRIVEN APPROACH AND CLUSTER ANALYSIS
The increasing number of events organized by educational institutions necessitates more accurate assessment of their effectiveness and the factors influencing audience participation. In this regard, the aim of the study is to substantiate an approach to improving the efficiency of invitation campaigns based on data analysis and the application of clustering methods. The empirical basis of the study includes data on more than 500 events conducted over a five-year period, with a total audience exceeding 11,000 participants. The analysis is based on statistical methods, cluster analysis, and behavioral parameter analysis, including registration timing and repeat participation. The results demonstrate that parameters related to registration and repeated participation can be effectively used to assess audience activity. These findings have a positive impact on the event preparation process.
INDICATORS FOR ASSESSING INNOVATION POTENTIAL IN THE CREATIVE INDUSTRIES SPHERE
The article presents the results of a study of methodological approaches to assessing the innovation potential of the creative industries as a key segment of the service economy. The need to develop a comprehensive system of indicators is substantiated, taking into account the specific characteristics of the creative sector, including the high degree of product intangibility, the critical role of human capital, and dependence on intellectual property. An integral model for assessing innovation potential is developed, comprising resource, technological, institutional, and market components. A methodology for evaluating the digital maturity of the creative industries is proposed, along with a system of indicators for the legal protection of intellectual property and measures of entrepreneurial activity. A conceptual model for monitoring the development of the creative industries is formulated, providing information support for managerial decision-­making at the federal and regional levels. The research results can be used in designing programs to support the innovative development of the creative sector and in shaping regional strategies for the development of the creative economy. Keywords: creative industries, innovation potential, service economy, assessment indicators, development monitoring, digital maturity, intellectual property, creative economy.
CONTENT ANALYSIS OF JOB VACANCIES AS A TOOL FOR ASSESSING THE IMPLEMENTATION OF “GREEN” HUMAN RESOURCE MANAGEMENT IN THE HOTEL SECTOR: A CASE STUDY OF BISHKEK
The tourism sector, as a dynamically developing segment of the global economy, plays a significant role in international trade and employment. At the same time, its growth is accompanied by increasing environmental, social, and cultural challenges. The hotel industry, in particular, has a substantial impact on the environment due to high consumption of energy and water, the use of chemical products, as well as waste generation and carbon emissions. In this context, the concept of sustainable development becomes an important element of strategic management in the hospitality sector. Despite the relevance of this issue, green human resource management (GHRM) practices in hotels in Kyrgyzstan remain largely unexplored. The aim of this study is to analyze the extent to which elements of environmental responsibility are integrated into job vacancies in hotels in Bishkek. The study is based on a content analysis of 25 job vacancies published in October–November 2025. The results indicate an extremely low level of representation of green practices: only two vacancies include references to waste minimization and responsible resource use, while the remaining postings correspond to traditional HR requirements and do not contain any environmental components. In Bishkek hotels, green elements are fragmented and not integrated into HR policies. The findings highlight the need to develop a comprehensive green human resource management strategy in the hotel sector of Bishkek.
Personnel-technology As a Key Element of the System Management in Tourism and Hospitality Industry
Green Human Resource Management (Green HRM)
PHOTOTOURISM AS AN ELEMENT OF INCREASING A DESTINATION ATTRACTIVENESS FOR TOURISTS
The relevance of this study stems from the need to expand tourism offerings, generate demand for unique travel experiences, and create high-quality content to inform the public. The article purpose is to identify the phototourism potential as a technologically advanced, fashionable tourism trend and as an element of territorial development and public awareness through photography. The authors examined tour types, phototourism concepts, and some aspects of photography. The article provides a SWOT analysis of phototourism. Scientific novelty includes the clarification of the phototourism concept and characteristics of some phototourism locations in Russia. The study is based on analytical methods, systematization of scientific publications, and information comparison. Professional phototourists try to plan their routes to untouched corners of nature and culture, while amateur phototourists, conversely, travel to well-known locations to take their own personal photos. However, a contradictory behavioral phenomenon emerges here, where photography in both cases presents the location as untouched nature. Phototourism is environmentally friendly, which allows us to speak of it as a sustainable tourism form.
Marketing Hospitality and Tourism Services
OMSK STREET FOOD BETWEEN ROUTINE AND BRAND: THE CITY LATENT GASTRONOMIC IDENTITY
This article analyzes the role of street food in shaping Omsk urban identity and its potential for enhancing the city tourist appeal. The aim of the study is to comprehensively examine local residents’ perceptions of Omsk street food through the lens of its connection to regional traditions, identify contradictions in consumer behavior, and develop recommendations for transforming it into a tourist resource. Based on a large-­scale online survey of Omsk residents (n=398), a comprehensive analysis of street food perceptions is conducted through the lens of its connection to local culture and history. The results demonstrate a significant contradiction between the high popularity and stable patterns of street food consumption among city residents and the weak association of street food with local culinary traditions. It has been established that consumer choice is determined primarily by taste, price, and convenience of location, rather than cultural significance. The authors introduce the concept of “latent gastronomic identity,” which explains the rootedness of street food in everyday practices in the absence of symbolic articulation. A four-stage model for transforming a gastronomic destination into a tourism brand element for Omsk is proposed. The conclusion substantiates the need for systematic efforts to integrate local identity into street food practices, promote regional gastronomic traditions, and develop event marketing. This will help overcome the “gastronomic amnesia” of the post-­Soviet space and transform street food into a significant tourist attraction for Omsk, fostering economic and cultural development.
TRANSFORMING HOSPITALITY SALES AND MARKETING STRATEGIES IN THE DIGITAL ECONOMY: BENEFIT ANALYSIS AND GROWTH PROSPECTS
The article discusses current trends in the development of marketing and sales in the hospitality industry. The relevance of the study is due to the need for hotel enterprises to adapt to digital transformation, changes in consumer behavior, and increased market competition. The aim of the work is to analyze the effectiveness of modern marketing tools and develop recommendations for optimizing the sales policy of hotels. Comparative analysis, statistical data processing, and business process modeling methods were used during the study. The results show that the introduction of personalized strategies based on Big Data and Artificial Intelligence (AI) allows increasing direct bookings by 25–30 % and improving guest loyalty. Special attention is paid to the balance between Online Travel Agencies (OTA) and direct sales channels, as well as reputation management in the digital environment.
TRENDS AND PROSPECTS OF THE HEALING HOTELS SEGMENT IN THE RUSSIAN FEDERATION
In modern society, the concept of «healthy lifestyle» has received a deeper interpretation. A healthy lifestyle is understood by current generations as a conscious lifestyle. Mindfulness is a kind of trend that has come out of psychology. Psychology itself interprets the concept of «awareness» as a continuous tracking of current experiences, that is, a state in which the subject focuses on the experience of the present moment, without being involved in thoughts about events of the past or future. The article discusses in detail the concept of «conscious lifestyle» in relation to the concept of healing hotels. Based on the analysis of the main problems that have formed in modern society and associated with a long period of the pandemic, as well as with various global negative events that contribute to the emergence of certain problems with the state of physical and mental health of the population, the authors conduct research on the main trends and prospects for the development of the segment of healing hotels, as means of accommodation entirely aimed at comprehensive restoration of the main life processes of the body. The analysis of the development of this segment of accommodation facilities was carried out both in the international and national aspects, but significant attention is paid to precisely those trends that are currently being formed in the segment of healing hotels in the Russian Federation.
Copyright (c) 2026 Л. Л. ДУХОВНАЯ, Л. А. САВИНКИНА, И. П. КУЛЬГАЧЕВ (Автор) https://creativecommons.org/licenses/by-sa/4.0
CONTEMPORARY APPROACHES TO UNDERSTANDING THE NATURE OF CULTURAL AND EDUCATIONAL TOURISM AND ITS EVOLUTION FEATURES
Cultural and educational tourism occupies a central place in the global tourism industry. The timeless human desire to travel, coupled with the rapid economic and technological progress of the 20th century, has given a powerful impulse to this phenomenon transformation. This necessitated understanding this issue essence and studying the factors that motivate people to travel. This paper examines the development reasons for the tourism industry, analyzes the main evolution concepts of cultural and educational tourism, and adapts existing concepts to modern realities. This paper presents the author’s interpretation of the essence of cultural and educational tourism, encompassing both its ontology and the patterns of its historical development. It incorporates the following components: Maslow’s theory of needs; historical, evolutionary, and process approaches; and consideration of influencing factors. It is argued that the interaction of these components generates a specific hierarchy of processes occurring in a spiral form over several stages. Each stage (turn) in its cycle relies on an identical set of elements that, in interaction with one another, create a process. The basis for moving to the next stage is a new, higher-­quality product, which fundamentally changes the essence of all initial processes, often originating from outside sources. Dividing the object of study into basic components-the essence of the concept of cultural and educational tourism; the process of its evolution-­allows us to offer a comprehensive concept for understanding the essence and characteristics of its evolution. In this paper, cultural and educational tourism is presented as a multifactorial and multilevel process, developing primarily under the influence of external factors.
Tourism in a Multicultural Space As a Means of Development
HEALING HOTEL AS A CONSCIOUS HOSPITALITY ECOSYSTEM: A PHILOSOPHICAL AND ANTHROPOLOGICAL MODEL OF A TOURIST MENTAL STABILITY
The article explores the healing hotel as a conscious hospitality ecosystem forming in response to society’s growing demand for mental recovery. Based on the philosophical and anthropological approach, the guest is considered as an active subject of self-restoration, and the service is interpreted through the care ethics and the phenomenology of presence. The author proposes a conceptual model combining the architecture of silence, digital trackers and biophilic design into a single therapeutic field that justifies the transition from operational metrics to guest well-being indices. The model adaptability is confirmed by the analysis of Russian pilot projects. The methodological basis included system analysis, phenomenological hermeneutics and comparative case analysis. The practical significance of the work lies in developing an efficiency assessment system, which integrates biometric data and reflective practices. It creates a scientific basis for modernizing service standards and increasing the competitiveness of hotel enterprises.
CURRENT PROBLEMS OF PROTECTING TOURISTS’ PROPERTY RIGHTS AND IMPLEMENTING INSURANCE MECHANISMS OF TOUR OPERATORS’ LIABILITY
In the context of the instability of tour operators as key participants in the tourism market, issues related to the regulation of mechanisms and instruments for financial liability insurance of tour operator activities to protect the interests of tourists, whose numbers are rapidly growing in connection with the promotion and implementation of the national project “Tourism and Hospitality”, remain relevant. This article examines the key regulatory and legal aspects of the functioning of legal instruments that ensure the observance of the property rights of tourists in the sale of a tourism product and identifies key issues requiring immediate solutions and the attention of the legislator [10]. Particular attention is paid to the problem of the normative understanding of the term “tourism product” due to the discrepancy between the practical component of its implementation in the domestic tourism market and the established legal practice based on the experience of selling tourism services primarily in the field of outbound tourism [2]. An analysis of the functioning of traditional mechanisms for ensuring tour operator financial liability in the Russian system was conducted, and alternative innovative tools were considered, such as the introduction of a unified compensation fund (tourist tax), a mutual tour operator liability insurance society (MLIS), and others. The overall conclusion of the scientific study is the need to expand tour operator liability mechanisms and develop new flexible tools to reduce the risks of infringement of tourists’ property rights in domestic and inbound tourism. Effective consumer protection is a prerequisite for the sustainable growth of the tourism industry. This requires a comprehensive approach that includes not only financial guarantees but also clear procedures for resolving tourist claims as consumers.
financial support for tour operator liability
Ecological trail: development and design
Ecotourism should be considered a «soft» type of tourism, as it has the least impact on the surrounding environment. It includes visiting and exploring natural areas, along with ecological routes, but with careful attention to the ecosystem. Ecotourism trails emphasize the integration of natural ecosystems into sustainable development and help mitigate the adverse impacts of rapid urbanization. The purpose of an ecotourism trail is to regulate and control recreational loads on natural areas and protected natural areas. The purpose of this study is to examine the design aspects of ecotourism trails. This article examines the types and kinds of ecotourism trails and their degree of difficulty. The structure of trail routes is examined. The authors outline the requirements for their development, including landscape planning rules and urban zoning methods, as well as criteria for trail demand. Examples of additional indicators for identifying and planning ecotourism trails are provided. It is essential to adhere to the proper organization of ecotourism in these areas and to design ecotourism trails appropriately in order to preserve the integrity of the natural environment and reduce anthropogenic impact.
Event tourism as a strategic direction for branding development in Kemerovo region – ​Kuzbass
The article examines event tourism and event marketing tools for establishing regional branding of Russian industrial region –Kemerovo Region-­Kuzbass within its transition from an industrial to a tourism-­focused image. The study aims to conduct a multidimensional analysis of the content and organization of event tourism and its impact on branding of Kemerovo Region-­Kuzbass. The authors hypothesize that the integrated use of regional branding and event marketing tools increases the region’s tourist attraction, strengths its cultural image, and develops a sustainable event infrastructure. The study’s methodological framework consists of a problem-­oriented and systemic analysis of scientific literature, as well as expert interviews with representatives of management, PR, and social and cultural projects. The theoretical framework is based on scientific articles by Russian and international authors devoted to the key concepts of the research theme. The empirical basis consists of materials from official tourism portals, cultural programs, and case studies of event projects in Kemerovo Region- Kuzbass. The authors note that event tourism development in Kemerovo Region-­Kuzbass is highly intensive but requires strategic coordination. Key factors in the effectiveness of regional branding are identified as event authenticity, quality of organization, local community engagement, and institutional support. The results obtained contribute to the development of regional branding and event tourism theory, completing existing ideas of the role of cultural potential and event infrastructure in establishing a sustainable regional image. Besides, the results obtained can also be used in promoting territorial development strategies and regional cultural policies.
Intersections of the tourism industry and transport infrastructure
With the rapid development of domestic tourism in the Russian Federation, studying the factors that influence this rapidly growing sector is becoming relevant and crucial. One of the key drivers determining the success of domestic tourism is the parallel development of transport infrastructure. This article examines public opinion on the state of transport infrastructure, identifying its relationship with the population’s tourism experience. The accessibility and efficient use of transport are directly related to the ability of citizens to travel, while the convenience and quality of transport are directly linked to the frequency of trips and the formation of tourist experience among the population. The article carefully and thoroughly analyzes the relationship between the quality of transport infrastructure and the desire to travel, taking into account the general level of comfort of the population with their tourist experience. Particular attention is being paid to the role of digitalization in the transport sector in increasing the accessibility and attractiveness of domestic tourist routes. The impact of tourism on important areas of activity and the impact of modernization and innovation on tourist flow are considered. To achieve the most accurate results, relevant regulatory documentation was analyzed, investment aspects of the transport and tourism sectors were considered, and existing and popular ongoing projects were examined. Particular attention was paid to drawing comparisons with international indicators, which will allow us to identify current trends in innovative solutions and best practices that will be useful to the Russian transport sector in the context of modern tourism development.
Floritourism as a promising area of regional tourism development
This article is an in-depth and comprehensive study of floritourism as a promising area of regional tourism development in Russia. The purpose of the study was to analyze the existing experience and identify the main factors influencing the formation and development of floritourism in our country. Successful global practices implemented in countries recognized as leaders in this field, such as Japan, the Netherlands and the United Arab Emirates, were studied. The significant potential of Russian regions for the development of this area has been identified, and key promising locations have been identified: Altai (Maralnik), Kalmykia (Gesner tulips), Crimea (lavender), Astrakhan region (lotuses), Dagestan (wild poppies). The main constraints to the development of tourism in Russia have been identified, including the lack of infrastructure, poor integration into tourist routes and the lack of comprehensive promotion. However, the main advantage of the Russian flora is its exceptional beauty and richness, which gives hope for overcoming difficulties and actively using the region’s potential to strengthen the country’s tourist attractiveness. The practical recommendations proposed by the author are aimed at eliminating these problems by improving the tourist infrastructure, expanding advertising and information activities, and introducing specialized educational programs to train qualified personnel. It is important to note that the implementation of the recommendations can significantly increase the influx of tourists to Russia, strengthen the national economy and preserve unique natural resources. The article also raises an important question about the need to develop a unified strategy for the development of tourism at the federal level, since most of the regions under consideration face similar problems. Therefore, it is important to implement a centralized program that can provide support to local communities and create the necessary conditions for the development of tourism. The result of the research is an awareness of the importance of floritourism as a tool for the sustainable development of regions, conservation of nature and cultural heritage of Russia. This research will serve as a basis for future developments and practical measures aimed at further promoting floritourism in the Russian tourism sector.
The interactive cluster as a commercialization tool for of historical and cultural urban park heritage (case study of Gorky Park of culture and recreation)
The article is devoted to the research of insufficiently commercializing historical and cultural potential of large urban parks. It creates a problem of economic survival and sustainable development of such public areas. The central object of the study is the Gorky Central Park of Culture and Recreation, which is considered as an example of successful concept application of an interactive historical and tourist cluster. The authors present the concept of an integrated approach to the management of the cultural heritage of urban parks, based on a combination of two key components: 1. Digital technologies, including a mobile application with augmented reality (AR) elements, which allows visitors to receive in-depth information about the park’s attractions, learn about the history of the place and interact with virtual content. 2. Physical assets as themed tourist routes, unique excursions and special events designed to attract the interest of the general public and stimulate additional consumption of goods and services (for example, buying souvenirs, visiting cafes and restaurants). This approach involves the use of SWOT analysis to assess the strengths and weaknesses of the park, financial calculations and development scenarios, which allows us to substantiate the prospects of the proposed solution. The economic efficiency and social significance of the Gorky Legacy project, which became the winner of the IV All-­Russian Student Initiative Competition, are substantiated. The model has the potential to be replicated to other urban historical territories. The experience of Gorky Central Park can become an example for other cities and regions, allowing them to preserve their unique cultural wealth and turn it into a sustainable source of income and public benefit.
Copyright (c) 2026 В.Е. Волков, О.А. Волкова, Т.В. Ухина (Автор) https://creativecommons.org/licenses/by-sa/4.0
Innovations in collective tourism establishments based on successful cross-­industry practices: relevant experience
The implementation of innovations in collective accommodation facilities regularly faces a number of difficulties and prejudices. Such measurements as solvency, target audience, purpose of the trip, gender and age of guests are determined and laid down at the stage of designing the premises and are actually considered unchangeable. The trends of the last decade have significantly changed the way of consuming services provided in the tourism and hospitality industry. Thus, there is an increase in the number of trips, but with a reduction in the length of stay, there are more and more guests coming on vacation without a vacation, combining entertainment with remote work, and the trend for daily dopamine has significantly reduced the average age of the guest. The new travel format necessitates the formation of an updated tourism product without changing the core infrastructure. The article analyzes the possibilities of adapting successful practices from various industries to improve the competitiveness of tourism and hospitality enterprises. The study is motivated by the need to find innovative approaches to increasing guest satisfaction in the context of growing market competition. The paper provides a comprehensive analysis of modern industry challenges and considers promising customer experience management methods that have proven themselves in other industries. Particular attention is paid to assessing the potential and risks of implementing such innovations as working with big data, zonal targeting, using micro-­influencers and tracking systems. The results of the study demonstrate significant potential for cross-­industry technology transfer, provided that the specifics of the hospitality industry are considered. The materials of the article are valuable for executives and managers of hospitality enterprises interested in improving the quality of service and achieving a sustainable competitive advantage.
Gastronomic tourism digitalization as a tool for developing inclusive tourism services for people with disabilities: regional and industry aspect
The study analyzes gastronomic tourism digitalization in the context of developing inclusive tourist services for people with disabilities. The relevance of the work is determined by the accelerated digital transformation of the tourism industry, the growing social demand for accessible tourist services, and insufficient scientific elaboration of inclusivity issues in the gastronomic segment of tourism. The purpose of the study is to identify and substantiate effective models for the use of digital technologies in gastronomic tourism for the development of inclusive services at the regional level. The methodological basis is a mixed design, including systematic analysis of scientific literature, content analysis of digital platforms, and generalization of empirical data on the accessibility of gastronomic tourist services. As a result, a typology of digital solutions promoting the inclusivity of gastronomic tourism has been identified, barriers and drivers of their implementation have been determined, and a conceptual model for integrating digital services into an inclusive gastronomic tourism product at the destination level has been proposed.
Regional assessment of the efficiency of using educational tourism infrastructure (a case study of higher education institutions)
The article is devoted to the development and testing of a methodological approach to the regional assessment of the efficiency of using educational tourism infrastructure based on higher education institutions. The study reveals the role of universities as institutional actors of educational tourism that shape its infrastructural base, event-­related offerings, and flows of educational tourists. The necessity of moving from fragmented descriptive characteristics to a comparable quantitative assessment of the efficiency of using university infrastructure at the regional level is substantiated. Tourist flow, the number of implemented educational programs, and the involvement of higher education institutions are used as the basic evaluation indicators. Based on indicator normalization and the application of the CRITIC method, an integral index of the efficiency of using educational tourism infrastructure is developed, which makes it possible to account for regional differences in demand scale, intensity of supply, and institutional coverage. A ranking of the constituent entities of the Russian Federation is conducted, different efficiency models are identified, and a pronounced structural heterogeneity in the development of educational tourism is revealed. It is shown that a high tourist flow is not always accompanied by high infrastructural efficiency in the absence of broad university involvement and a regularly implemented program portfolio. The obtained results make it possible to identify imbalances between coverage, activity, and demand, and also provide a basis for substantiating managerial decisions in the field of educational tourism development. The proposed index can be used in regional strategic planning, monitoring the efficiency of university infrastructure utilization, and self-assessment by educational organizations of their performance in the field of educational tourism.
regional efficiency of educational tourism
higher education institutions and educational tourism
Importance of a unified corporate culture in the modern Russian service and tourism industry
This article is about the main issues of the importance of a unified corporate culture in the modern Russian service and tourism industry using the example of a separate sub-brand of the Russian corporate hotel chain AZIMUT Hotels. The contradictions and problems that arise in connection with the borrowing of HR policy system from foreign experience are revealed. It analyzes the specifics of modern realities, as well as approaches to ensuring high-quality guest service and employee retention. The author conducts a detailed analysis of the corporate culture at a specific local facility, highlighting the key areas influencing the sustainability and reliability of its functioning. Among the key challenges is identifying ways to achieve a balance between maintaining the integrity of the corporate culture and adapting each individual branch of the chain to local conditions. Statistics from global and local studies are provided, illustrating the impact of a unified corporate culture and determining its contribution to effective management and sustainable business development. Specific examples from the hotel industry are provided, demonstrating the effectiveness of the implemented solutions for guests and staff. Emphasis is placed on the importance of unity, coordination and control of the corporate culture. It is concluded that the state of corporate culture is a key success factor affecting the hotel’s reputation, guest satisfaction and employee performance.
Sustainability of business tourism in the context of the development of online communications
According to statistics, in the era of digitalization of business communications, the flow of business tourists is growing every year. This contradiction requires a detailed analysis in order to identify the factors of sustainability of business tourism in the modern environment. The article proves that the growth of business travel reflects not a quantitative expansion, but a qualitative transformation of the industry. Based on the analysis of domestic and foreign research on the topic, a scheme for the optimal distribution of tasks between communication formats has been developed, where operational tasks and regular communications are assigned to the online format, and strategic tasks are assigned to business tourism. It is assumed that the transfer of standard operations to an online format frees up budgets to improve the organization of strategic tasks in face-to-face meetings. The scientific novelty consists in identifying six main reasons limiting the substitution of online conferences for business tourism and providing a schematic justification for the choice of communication formats. It has been proven that business tourism remains the main tool for implementing strategic initiatives and holding corporate events, while online conferences remain an additional, but not a substitute format for business communication.
Analysis of stability and adaptability of Crimean tourist and recreational systems in the context of increasing recreational (or anthropogenic) pressure
The article presents a methodological framework for a hierarchical system of indicators designed to assess the stability and adaptive potential of Crimea’s tourist and recreational systems under conditions of increasing recreational and anthropogenic pressure. It substantiates the necessity of shifting from traditional economic and statistical indicators to diagnosing the adaptive capacity of tourist and recreational systems, which takes into account key threats: high seasonality, infrastructural constraints, water resource scarcity, and the level of institutional preparedness. Based on systemic and comparative geographical analysis, a three-tier model (regional, sub-regional, and local levels) was developed, incorporating four integral indicators: Seasonal Concentration Coefficient, Recreational Infrastructure Load Index, Water Stress Indicator, and Institutional Readiness Index. Using the comparative analysis of the Southern Coast of Crimea and the Western Coast tourist and recreational systems as an example, the practical value of the system for differential diagnosis of vulnerabilities and for formulating specific management decisions is demonstrated. The research results provide a foundation for transitioning to adaptive territorial planning in accordance with the objectives of the national project “Tourism and Hospitality”.
Improving the advertising and PR activities of a hotel business company
In today market, which is saturated with a variety of goods and services, the hotel industry needs to not only provide high-quality basic and additional services, but also effectively communicate their value to its target audience. The hotel sector is a prime example of this, as it has been growing and evolving rapidly in recent years, and as a result, advertising and PR have become crucial for building a reputation and attracting customers. Modern methods of promoting the hotel business are rapidly expanding beyond traditional approaches, taking on new forms as innovations in technology and changing guest preferences require the industry to constantly adapt. With consumers faced with numerous similar options, effective PR communication can be a crucial factor in choosing a accommodation provider. In this article, the authors identify the specifics of promoting hotel services in the modern digital environment and study the current state of advertising and PR activities at the Bogorodskoye Boutique Hotel using strategic management tools (the complex’s service portfolio, M. Porter’s Five Forces of Competition model, and PESTLE analysis). The results obtained allowed to reveal systemic contradictions: the existing promotion strategy is passive. The authors, proposing directions for improving the advertising and PR activities of the Bogorodskoye Boutique Hotel, focus on the use of digital promotion tools, which, despite the special status of the complex, will be able to ensure the popularization of its hotel fund.
matrix of advertising channels used by the hotel
key performance indicators panel of the accommodation facility