Caucasus hospitality as a component of the tourist brand of the North Caucasus federal district: formation factors and promotion trends
https://doi.org/10.37493/2307-907X.2023.2.3
Abstract
The purpose of the study is to clarify the essence of the concept of «Caucasus hospitality», to determine the factors of its formation and role in promoting the tourist brand of the North Caucasus Federal District. The introduction to the article discusses the current state of tourism in the North Caucasus Federal District, presents the dynamics of tourist flows in the studied destination over the past few years, and analyzes individual indicators of the development of the hospitality sector in the region. The main part of the work describes the tools for marketing promotion of the North Caucasus as a tourist destination. With the help of the content analysis of the theoretical provisions presented in scientific sources, the essence of Caucasus hospitality is specified and its key characteristics are highlighted. The main results and novelty of the study was to determine, using a systematic approach, the basic prerequisites and priority areas for implementing the concept of Caucasus hospitality in the North Caucasus as a tool to strengthen the tourism brand of the region and achieve uniform service standards for tourism enterprises in the North Caucasus Federal District. It is concluded that a strong brand of a tourist destination forms a special loyal attitude of tourists towards it, increases the attractiveness and prestige of visiting this territory.
About the Author
O. I. Belozerova
North-Caucasus Federal University
Russian Federation
Russian Federation
Oxana I. Belozerova - Candidate of Economics,Associate Professor, Department of Tourism and Hospitality Industry, North-Caucasus Federal University.
References
1. Rossijskaya Federaciya. Pravitel'stvo. Postanovlenie Pravitel'stva RF ot 15 aprelya 2014 g. No 309 «Ob utverzhdenii gosudarstvennoj programmy Rossijskoj Federacii “Razvitie Severo-Kavkazskogo federal'nogo okruga”» («On approval of the state program of the Russian Federation “Development of the North Caucasus Federal District”»). – URL: http://gov.garant.ru/document?id=70544202&byPara=1&sub=2614660 (accessed: 10.10.2022).
2. Rossijskaya Federaciya. Pravitel'stvo. Rasporyazhenie Pravitel'stva RF ot 30.04.2022 No 1089-r «Ob utverzhdenii Strategii social'no-ekonomicheskogo razvitiya Severo-Kavkazskogo federal'nogo okruga na period do 2030 goda» («On approval of the Strategy for the socio-economic development of the North Caucasus Federal District for the period up to 2030») – URL: http://static.government.ru/media/files/zAyJ1T99GfiNha1pYvXzv5AgPYJgapga.pdf (accessed: 10.10.2022).
3. Balasultanova, A.E. Gostepriimstvo kak odin iz elementov etnicheskoj kul'tury narodov Kavkaza (Hospitality as one of the elements of the ethnic culture of the peoples of the Caucasus) / A. E. Balasultanova // Mir nauki. Sotsiologiya, filologiya, kul'turologiya. – 2016. – No 1. – URL: https://sfk-mn.ru/PDF/09SFK116.pdf, svobodnyi (accessed: 15.10.2022).
4. Bleih, N. O. Institut gostepriimstva – vazhneishij etiketnyj imperativ severokavkazskih narodov (The institution of hospitality is the most important etiquette imperative of the North Caucasian peoples) / N. O. Bleih // Lokus: lyudi, obshchestvo, kul'tury, smysly. – 2016. – No 4. – P. 51–58.
5. Budaev, P. E. Osobennosti pozicionirovaniya turistskih destinacij (Features of positioning tourist destinations) / P. E. Budaev // Gosudarstvennoe i municipal'noe upravlenie. Uchenye zapiski. – 2021. – No 2. – P. 157–161.
6. Garagasheva, S. A. Brending turisticheskogo regiona na primere Severo-Kavkazkogo federal'nogo okruga (Branding of a tourist region on the example of the North Caucasus Federal District) / S. A. Garagasheva, I. S. Shtapova // Strategiya social'no-ekonomicheskogo razvitiya obshchestva: upravlencheskie, pravovye, hozyaistvennye aspekty : sbornik nauchnyh statej 9-i Mezhdunarodnoj nauchno-prakticheskoj konferencii: v 2 t., Kursk, 21–22 noyabrya 2019 goda. – Kursk : Yugo-Zapadnyj gosudarstvennyj universitet, 2019. – P. 154–157.
7. Uzdenova, S. B. K voprosu Kavkazskogo gostepriimstva: tradicii, novacii (On Caucasus hospitality: traditions, innovations) / S. B. Uzdenova // Nacional'nye i istoricheskie tradicii – istochnik obshcherossijskogo edinstva: materialy Vserossijskoj nauchno-prakticheskoj konferencii, Karachaevsk, 04–05 dekabrya 2020 goda. – Karachaevsk : Karachaevo-Cherkesskij gosudarstvennyj universitet im. U. D. Alieva, 2020. – P. 180–185.
8. Al'ternativa plyazham: letnij turpotok na Severnyj Kavkaz vyros pochti na 50 % // Oficial'nyj sait informacionnogo agentstva Eurasia Daily. – URL: https://eadaily.com/ru/news/2022/09/05/alternativa-plyazham-letniy-turpotok-na-severnyy-kavkaz-vyros-pochti-na-50 (accessed: 12.10.2022).
9. Gostepriimstvo kak vizitnaya kartochka: chto predlagaet turistam Severnyj Kavkaz // Oficial'nyj sait informacionnogo resursa «Nacional'nye proekty». – URL: https://xn--80aapampemcchfmo7a3c9ehj.xn--p1ai/news/gostepriimstvo-kak-vizitnaya-kartochka-chto-predlagaet-turistam-severnyy-kavkaz (accessed: 12.10.2022).
10. Znamenitoe kavkazskoe gostepriimstvo budut standartizirovat' // Oficial'nyj sait professional'nogo portala TourDom.ru. – URL: https://www.tourdom.ru/news/znamenitoe-kavkazskoe-gostepriimstvo-budut-standartizirovat.html (accessed: 12.10.2022).
11. Zontichnyj brend «Kurorty Severnogo Kavkaza» // Oficial'nyj sait AO «KAVKAZ.RF». – URL: https://www.ncrc.ru/activities/prodvizhenie-brenda/zontichnyy-brend-kurorty-severnogo-kavkaza.html (accessed: 14.10.2022).
12. ITAR-TASS: Specialistov dlya kurortov Severnogo Kavkaza ocenit Edinyj centr sertifikacii // Oficial'nyj saitAO «KAVKAZ.RF». – URL: https://www.ncrc.ru/press-center/publikatsii/publikatsii-smi/itar-tass-spetsialistov-dlya-kurortov-severnogo-kavkaza-otsenit-edinyy-tsentr-sertifikatsii.html (accessed: 12.10.2022).
13. Kavkazskoe gostepriimstvo pod brendom «Kavkaz Gran Turismo» – URL: https://travelvesti.ru/istorii/kavkazskoe-gostepriimstvo-pod-brendom-kavkaz-gran-turismo.html (accessed: 14.10.2022).
14. Prodvizhenie Brenda // Oficial'nyj sait AO «KAVKAZ.RF». – URL: https://www.ncrc.ru/activities/prodvizhenie-brenda/ (data obrashcheniya: 14.10.2022).
15. Regiony SKFO i Adygeya prinyali edinye standarty kavkazskogo gostepriimstva // Oficial'nyj sait informacionnogo agentstva TASS. – URL:https://tass.ru/obschestvo/15094179 (accessed: 14.10.2022).
16. Osnovnye pokazateli deyatel'nosti kollektivnyh sredstv razmeshcheniya po Rossijskoj Federacii, gody (s 2010 g.) // Federal'naya sluzhba gosudarstvennoj statistiki. – URL: https://rosstat.gov.ru/statistics/turizm (data obrashcheniya: 05.10.2022).
17. Ocenka turistskogo potoka (s 2022 g.) // Federal'naya sluzhba gosudarstvennoj statistiki. – URL: https://rosstat.gov.ru/statistics/turizm) (accessed: 05.10.2022).
18. Severo-Kavkazskij federal'nyj okrug – URL: https://ru.wikipedia.org (accessed: 12.10.2022).
19. Turisticheskij brend SKFO // Oficial'nyj sait AO «KAVKAZ.RF». – URL: https://www.ncrc.ru/press-center/kommentarii/dmitriy-stryukov.html (accessed: 12.10.2022).
Review
For citations:
Belozerova O.I. Caucasus hospitality as a component of the tourist brand of the North Caucasus federal district: formation factors and promotion trends. Newsletter of North-Caucasus Federal University. 2023;(2):25-33. (In Russ.) https://doi.org/10.37493/2307-907X.2023.2.3
Views:
266
Email this article 