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40 ВЕСТНИК РМАТ № 4 • 2014
УДК 338.483.11(470.316)
ВИРДЖИНИЯ МОРРОНЕ
АНАЛИЗ ТУРИСТСКОЙ ДЕСТИНАЦИИ ГОРОДА ЯРОСЛАВЛЯ
Дается характеристика города Ярославля, исторически богатого российского туристского центра, который является важной туристской дестинацией благодаря активному участию в туристской индустрии. Вместе с тем Ярославлю недостает ряда важных факторов, которые, с туристской точки зрения, позволили бы ему быть наравне с другими европейскими дестинациями. Городу следует развивать инструменты, обеспечиваемые механизмами дестинационного маркетинга, и особенно дестинационного брендинга, с тем чтобы сформировать и/или усовершенствовать его статус как консолидированного туристского центра, по крайней мере с позиции России. Ключевые слова: туризм в России, туристская дестинация, «Золотое кольцо», «русская душа», виды туризма.
The following article gives a description of the town of Yaroslavl, a secular rich in history Russian tourist center, that as a matter of fact represents an important reference point as a tourist destination in Russia, thanks to its active approach and participation in the tourist industry. Despite all that Yaroslavl still lacks important factors that would contribute to make it equal to others European destinations from the tourist point of view. That is why the tools provided by destination marketing and especially destination branding should be applied and developed in order to create and/or improve its status as a consolidated tourist resort, at least to Russian eyes.
Key words: tourism in Russia, tourist destination, «Golden Ring», «Soul of Russia», types of tourism.
The full development of tourism in Russia has been prevented many and many times by several factors, among which: lack of infrastructures, low quality-price ratio, insufficient welcome capability, language barriers, extremely prolonged visa procedures, etc. However, even though it is evident that severe problems exist, it is possible to maintain that Russia boasts of localities that may be defined developed tourist resorts. One of these exceptions in Russia is the city of Yaroslavl, the pearl of the Golden Ring.
In Russia there are few cities as old as Yaroslavl that as a matter of fact boasts of an enviable thousand-year history: it was
© Морроне В., 2014
founded as a fortress in 1010 by the future Grand Prince of Kiev Yaroslav the Wise and, after playing a key role in the Time of Troubles period, in 1612, it was a temporary capital of Russia.
That is why Yaroslavl holds a special place among ancient Russian towns. Moreover, apart from being a symbol of Russian culture and history, it represents an important scientific-educational, economic and industrial centre of the Country. The contribution of industries to the economy of the town was already evident in the XVIII century, with the opening of one of the largest textile enterprises of the Country, and reached the highest point in the XX century with the first five-years-plans of industrialization, be-
TYPMCTUKA 41
coming by 1950 one of the twenty largest industrial and transport centers of the country.
The town benefits from its strategic geographical position as it is located at the confluence of the Volga, the river that symbolizes the «soul of Russia», since plenty of Russian poets referred and still refer to it in their works and masterpieces. Hence, cultural tourism represents the most developed tourism segment, especially because the historic centre itself, with its 375 historical and architectural monuments, has been included in 2005 in the UNESCO World Heritage List. The town planning is recognized as a treasure to be safeguarded, as it was approved by the illuminated Empress Catherine the Great. However, recently the town has been developing different strategies in order to strengthen and develop new tourism segments, such as religious, business, youth, health tourism.
One of these strategies includes the adequate hotel offer for the tourists who come to visit the gem of the Golden Ring, that makes it the tourist locality with the highest hotel provision in Russia. Indeed there are 26 large-sized hotels with 2,000 rooms, 11 small-sized hotels, 4 guesthouses, 6 apartment hotels, 5 halls of residence, 3 hostels and 2 sanatoriums. International hotel chains are also present in the town with Park Inn Radisson and Ibis. The local Ring Premiere Hotel, located in the centre of the city, has been recognized the best four-star hotel of Russia in 2013. Therefore, in Yaroslavl there are more than 180 travel companies; 25 of them are developing domestic tourism and are included in the Integrated Federal Register of Tour Operators. There are 28 transport companies which are equipped with coaches and provides tours around Russia.
The key factor of the cultural offer lies in the presence of 28 museums that offer a number of standards, educational and interactive programs. The main aim of cultural-educational tourism is to involve visitors in first person in the exhibitions, so that they can not only look at the objects exposed, but they can even touch them, create them or understand how they were or are used, so, in a nutshell, the aim is that of letting the visitor participating in an active way.
Tourism events have recently become part of the tourist offer and Yaroslavl becomes more and more the stage of many events of any kind that attract local and foreign tourists.
The town takes many advantages from the mere fact of being the centre of the famous tourist route «The Golden Ring of Russia». The small distances between the destinations make it possible to create dedicated tours that connect the surrounding Golden Ring towns to Yaroslavl. Moreover, the closeness to the capital of Russia makes it possible to plan in a flexible way all the journey from Moscow to Yaroslavl and vice versa. Undoubtedly, the potential of Yaroslavl does not stop here, since, besides the exceptional geographical position, or rather, thanks to it, the town is easily accessible through any kind of transportation. First of all the town is reachable by plane, through the airport of Tunoshma. Flying to Yaroslavl from Moscow takes more or less 55 minutes, while from St. Petersburg it takes one hour and a half. Moreover, projects to expand the airport and to create new flights connections are under discussion. Anyway the easiest way to get to Yaroslavl is by train or by car: plenty of trains calls at Yaroslavl, even special trains coming from Moscow, and it takes no more than 4 hours; the federal M8 «Kholmogo-
42 BECTHUK PMAT № 4 • 2014
ry» motorway, connecting Moscow -Yaroslavl - Vologda - Arkhangelsk, allows to get there in 3 hours.
The interest that Yaroslavl reserves to the tourist component is highlighted by the active participation of the town in the national development of tourism. This is proved by the annual international tourist forum «Visit Russia», that takes place in Yaroslavl.
An important evidence is shown by the available data on tourist arrivals in the last few years up to 2011: In 2011 1.8 million tourists visited Yaroslavl Oblast, 740 000 vacation trips tourists and 250 000 international tourists. For the last 10 years the inflow of tourists into Yaroslavl Oblast has seen a sixfold increase. The flow of international tourist has grown 25%.
Types of Tourism
Business
49%
Yaroslavl represents without any doubt an important tourist centre with a huge potential as much as plenty of other Russian cities, but it is up to the whole country to set in motion a system able to fully develop the tourism sector and its related attractions and localities. Despite the great active participation of the city in the tourism industry, its notoriety and success seems to be limited to the Russians borders, and it looks like it always will be. That is why among the possible country targets, Yaroslavl should probably still choose Russia instead of Europe or USA for instance. Compared to other
Russian cities, Yaroslavl is doing well, but it could do better. How? Marketing communications in general can be an excellent tool for selling vacations and other products and services. Indeed destination branding would definitely help the locality at improving its image, especially because in the field of tourism competition constitutes one of the hardest hurdles to overcome.
But what is destination brand? A destination brand represents the core essence and enduring characteristics of a destination. A destination can change its moods and the way in which it presents itself to different market segments. But its core brand characteristics, like someone's personality, are essentially always the same. A destination brand is the DNA that defines the destination; it is the dynamic interaction between the destination's core assets and the way in which potential visitors perceive them. It really only exists in the eyes of others.
A destination brand generally cannot be manufactured like a consumer product brand. It inherits its core assets: its landscape, people, culture and history. It exists in the way in which these assets are perceived by potential visitors and the emotional value they attach to experiencing them. All destinations in the world are fighting to get consumers' attention, that is why without a brand position it is almost impossible to achieve a meaningful and sustainable point of differentiation. A unique and successful brand position gives a destination gravitas. A destination has to make people lust after it and that requires an inspirational promise that holds true to the experience it can reliably deliver, and this is what Yaroslavl should aim at.
In order to build a successful brand Yaroslavl should be aware of these con-
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cepts and most of all bear in mind that building a destination brand requires answers to the following questions on behalf of potential visitors:
• What are the main things I like about the destination?
• What sort of place is it?
• How does it make me feel?
• How would I describe it in one sentence?
• What makes it different from all other destinations?
ЛИТЕРАТУРА
1. Мошняга Е.В. Концепт «культурный туризм» в системе концептов международного туризма // Знание, понимание, умение. 2009. № 3. С. 173-178.
2. Hall C.M. Tourism Planning: Policies, Processes and Relationships. Harlow: Pearson Education, 2008.302 p.
3. Serageldin I., Shluger E., Martin-Brown J. (Ed.) Historic Cities and Sacred Sites: Cultural Roots for Urban Futures. Washington: World Bank Publications, 2001. 420 p.
4. Tourism at World Heritage Cultural Sites. Madrid: UNWTO: ICOMOS, 2004. 175p.
УДК 338.48(470-25)
ЛОРЕНЦО МИЧЧИ
ПОДХОД СИТИ-МЕНЕДЖЕРА К РАЗВИТИЮ ТУРИЗМА В МОСКВЕ
Целью исследования является туризм в Москве. Рассматриваются сферы, которые работают успешно, а также те, в которых есть возможности для совершенствования. Эти аспекты определяются с помощью SWOT-анализа (выявляются сильные стороны, слабые стороны, возможности и угрозы), результаты которого оцениваются глазами сити-менеджера. Двигаясь от окраин к центру российской столицы, автор бросает взгляд на текущую ситуацию в городе и анализирует, насколько конкурентоспособными эти территории могут быть на глобальном туристском рынке. Взгляд сити-менеджера сопоставляется с видением на будущее развитие города главы Комитета по туризму и гостиничному хозяйству города Москвы С.П. Шпилько. Ключевые слова: туризм, Москва, сити-менеджер, «Золотое кольцо», SWOT-анализ.
Tourism in Moscow is the target of research done in the article, finding out, what is working well, and if there are areas with room for improvements. All this will be evaluated in a SWOT-analysis (strengths, weaknesses, opportunities and threats), looking at it in the eyes of a city manager. Starting from the outskirts, moving to the center of the Russian capital, the article will take a snapshot of the current situation and analyze how competitive they can be in the global tourist market. This will also be confronted with the words of the Appointed Head of the Committee for Tourism and the Hotel Industry of Moscow (Sergei Shpilko) stating his plans for the city future.
Key words: tourism, Moscow, city manager, Golden Ring, SWOT-analysis.
© Миччи Л., 2014
