CC BY
16UDC 379:85
B. K. Zakiryanov1, T. V. Imangulova2, A. S. Yevloyeva3
:PhD, acting associate professor of the Department of tourism and service
(Kazakh academy of sports and tourism, Almaty, Kazakhstan) 2Candidate of pedagogics, associate professor, dean of the Tourism faculty
(Kazakh academy of sports and tourism, Almaty, Kazakhstan) 3MSc in Tourism, PhD student of the Department of tourism and service (Kazakh academy of sports and tourism, Almaty, Kazakhstan)
ANALYSIS OF INTERNATIONAL EXPERIENCE IN THE TOURISM INDUSTRY DEVELOPMENT ON THE EXAMPLE OF ANIMATION ACTIVITIES
Abstract. The article considers the main legal documents, as well as programs and concepts for the development of tourism in foreign countries. Special attention was paid to the place of the entertainment industry elements in reviewed documents. Authors also obtained data on the current content of animation and determined the experience that can be applied both in the Akmola region and in the Republic of Kazakhstan as a whole. Besides, some measures have been proposed for systematic improvement of the current situation and further development of the entertainment industry.
Keywords: tourism, tourism industry, entertainment industry, animation activities, international experience.
Introduction. The modern tourism industry is developing intensively. Representing a huge organism, made from a wide variety of services and products, tourism continues to show strong growth in all indicators. Products and markets are changing, tourist flows are shifting, moving to new destinations, and new types of services are emerging. Nowadays, the tourism policy mostly is aimed at the long-term perspective, at differentiation and improvement of the existing tourist offer. Speaking about new and popular formats of tourist products, we can often hear about the interactive component, about the «revival» of the process of consumption of tourist products [1].
The current stage of the entertainment industry development is characterized by the presence of animation, which implies the introduction of a certain animation in the process of recreation and getting positive emotions from the personal participation of tourists in various events and forming a favourable tourist impression.
According to Garanin N. I. and Bulygina I. I., the concept of «animation» has a Latin origin (anima -wind, air, soul) and means inspiration, spiritualization, stimulation of vital forces, active involvement. The authors claim that tourist animation is a service that involves tourists in activities. It is based on the animator's contacts with clients, on their joint participation in the entertainment offered by a specially developed animation program of a tourist complex, hotel, resort ship, and thematic excursion [2].
When preparing animation programs, such features of people as nationality, age, gender, number (individual, group, mass), as well as the activity of participants in the proposed events are taken into account.
According to Filimonova I. Y. [3], tourism animation is globally divided into three main types depending on the importance, priority, and volume of animation programs in the overall travel program (table 1).
Hotel animation is the most specific of the three, as it involves only the leisure tourism industry: tourist complexes, hotels, campsites etc. In other words, hotel animation is leisure activities offered by hotels, tourist complexes. This is a significant part of the tourist animation. Moreover, animation programs differ in the club, recreation organization, in hotel chains and hotels of different target orientation and different sizes.
The ultimate goal of tourism animation is the tourist's satisfaction with the trip or journey, his good mood, positive impressions, restoration of moral and physical strength. This is the most important recreational function of tourism animation.
Table 1 - Animation programs types [compiled by the authors]
N Program type Program content
1 Animated tourist routes Targeted tourist trips for the one animation program, or a continuous animation process deployed in space in the form of travel, moving from one animation service (program) to another, carried out in different geographical locations. Usually, these programs are intended for individuals or similar tourist groups united by one spiritual interest (professional, hobby). Examples and varieties: cultural, educational, thematic; folk, literary, musical, theatrical, art history, scientific, festival, carnival, sports. Or, for example, tourist trips organized for fans of casino games in casino centres located in different countries.
2 Additional animation services Animation programs designed to «support» the main tourist services specified in the tour package, during technological breaks caused by moving, delays on the way (ship, train, bus, hotel, train station, airport,), in case of bad weather (when organizing sports and Amateur tours, at beach resorts), lack of snow in ski resorts, etc.
3 Hotel animation Comprehensive recreational and hotel service, based on personal contacts of an animator with the tourist, for intimacy, for sharing animator and tourist entertainment offered entertainment program of the tourist complex aimed at the implementation of a new philosophy of hotel services, increasing service quality and satisfaction levels of tourist rest and used the marketing strategy of the hotel as one of the major attractive features.
Thus, the value of tourism animation is to enhance the quality, diversity and attractiveness of the tourism product, increase the number of loyal customers, increase in demand for tourism product, increase the load on the material base of tourism enterprises and, consequently, improving the efficiency of its use, and finally to increase the yield and profitability of tourism activities.
Tourism animation forms the basis of the entertainment industry, which is a part of the tourism industry as a whole.
Among the significant trends that characterize the modern entertainment industry, Stalnaya V. A. highlights the following points:
1. Globalization and enlargement of the world's entertainment industry;
2. Integrating entertainment into other activities;
3. Theming of entertainment industry objects;
4. Virtualization of the entertainment industry [4].
The vast territory, variety of landscapes and climatic zones, rich cultural heritage and true hospitality characterize Kazakhstan as a country with great tourist potential. However, today the impact of tourism on the economy of Kazakhstan is insignificant due to such circumstances as undeveloped infrastructure, low incomes of the population, low level of funding of the tourism industry, unreasonably high prices for services [5].
All legal and regulatory documents in Kazakhstan are designed to help create and strengthen a competitive tourism market, which could contribute to the development of the national economy [6]. However, the regulatory documents about the entertainment industry, its importance in the tourism system, the state and development in general, say either very little or nothing at all. This, being a disadvantage and a weak point of tourism in Kazakhstan on the one hand, on the other hand, opens up an endless range of opportunities for the progressive and sustainable development of the entertainment industry as part of tourism in individual regions and the country as a whole. It becomes reasonable to study the experience of foreign countries in the formation of this sector of the tourism industry, analyze the results of planned actions, features of the formation of entertainment programs, etc. for more effective planning of the development of this industry on the territory of the Republic of Kazakhstan.
Methodology. The article reviewed the main legal documents, as well as programs and concepts of tourism development in foreign countries, paid special attention to the place of entertainment industry elements and animation activities in them, and the data obtained were summarized for possible use to improve the tourism industry in Kazakhstan.
Discussion. The tourism strategies of most developed countries are based on a thorough analysis of the current situation on the domestic market, determining the available potential and identifying promising areas of development. Each country has a central authority that deals with all issues related to tourism.
The experience of a number of countries was studied; particularly the legal documents of France, Spain, United Kingdom, Turkey, Sri Lanka, Egypt, Oman and Russian Federation were considered as examples and analyzed from the point of view of animation activities. Countries differ in their level of development, geographical location, cultural and natural resources, territory area, etc. But they all put a lot of effort into developing tourism. Figure contains the main tourist indicators of these countries.
Main tourist indicators of given countries in 2018 [7]
Of course, in the context of the pandemic, countries have lost their positions, but such difficulties are experienced by the whole world today and they are temporary. The information is presented to show the overall level of tourism development in a given country, which they will undoubtedly return to in the coming years.
Specific examples of policy documents for tourism development in mentioned above countries are discussed below.
The most visited country in the world France has a powerful industry and high-tech production. France tourism authority has everything to create and implement the most daring and capital-intensive tourism projects.
For the implementation of the main directions of development of tourism in France created the national tourism administration - the Department of tourism, involved in the development and implementation of state policy in the field of tourism, regulation of tourist activities based on regulatory documents, implementation of social programs to provide recreation, employment, tourism and training for the tourism industry.
Marketing research and promotion of France in the world tourism market, planning and building a strategic platform for the tourism sector is carried out By the Agency for tourism development in France «Atout France». The Agency brings together professionals in the field of tourism, representatives of economic, state and territorial organizations [8].
As the leader of seaside resorts, Spain is characterized by a variety of cultural and natural resources, developed infrastructure, transport accessibility, as well as a favourable climate, a high level of law and order and first aid.
The Spanish government in 2019 published a strategy for sustainable tourism development until 2030, the content of which will have to respond to modern challenges that require a new vision and formulas for the viability of tourism, as well as measures to further improve results. The document outlines the following strategic directions:
1. Collaborative governance;
2. Sustainable growth;
3. Competitive transformation;
4. Tourist space, companies and individuals;
5. Product, marketing and tourist intelligence [9].
The UK has developed «Our five-year strategy 2020-2025». The strategy identifies 5 key objectives:
1. Growing the value of tourism;
2. Driving the dispersal of tourism value across Britain;
3. Supporting productivity optimization;
4. Being the expert body on growing tourism;
5. Delivering a clear strategy for England [10].
Also, the national tourism agency VisitBritain is continuously developing separate strategies for the development of inbound tourism. For example, a strategy for increasing inbound tourism from Germany, which will detail specific goals and objectives (the planned number of arrivals, increased spending by tourists in the UK, increased employment in the hospitality industry, etc.).
Turkey, which is one of the top ten countries in terms of inbound tourism, also has clear plans for the development of the tourism industry. The long-term strategy, which runs until 2023, involves transforming developing tourist areas into destinations. This task will be solved by creating 9 thematic zones (Troy, Cappadocia, Urartu, etc.). The theme will depend on the type of tourism developed in a particular area, for example, cultural tourism in Cappadocia. All zones will be linked by thematic «corridors». The strategy is based on step-by-step actions: determining tourism potential, researching marketing channels, determining product types, evaluating infrastructure, and developing competitive projects [11].
The Ministry of tourism development of Sri Lanka has adopted a strategic plan for tourism development. The plan is designed for 2017-2020 and is based on 3 main issues: first, to completely avoid negative impact on the environment in any activity for the development of tourism. Second, the economic benefits of the tourism industry should be shared with the majority of society. Third, to ensure a pleasant stay in the country for every tourist, so that he not only came to Sri Lanka again with pleasure but also advised this direction to friends and relatives. Modern tourists are very demanding. They prefer to travel relatively short distances and want to see more within a limited budget. Sri Lanka is the perfect combination of authenticity, compactness and diversity [12].
It is planned to achieve these goals by creating conditions conducive to the development of tourism; attracting the «right» types of tourists to the country; making sure that departing tourists are satisfied; improving the performance of domestic tourism; creating a favourable image of Sri Lanka in the world market.
According to the Egypt Tourism Reform Program adopted in 2018 all tourism related activities will be focused on the achieving a sustainable tourism sector through implementing structural reforms that strengthen the sector's competitiveness and are in line with international standards. There are 3 priority destinations: culture green tourism, economic empowerment of women, innovation and digitalization, which will be key pillars for the whole country tourism development [13].
The Ministry of Tourism of the Sultanate of Oman in cooperation with the International Consulting Company «THR Innovative Tourism Advisors» developed in 2016 Oman Tourism Strategy before 2040. The strategy bases on the creation of 14 natural, cultural and urban clusters [14].
Tourism development strategy in the Russian Federation for the period up to 2035 is based on 3 scenarios: inertial, optimal, and ambitious. The goals of the strategy are:
- integrated development of domestic and inbound tourism in the Russian Federation by creating conditions for the formation and promotion of high-quality tourist product;
- competitiveness in the domestic and global markets;
- strengthening the social role of tourism, increasing the availability of services;
- tourism, recreation and health improvement for all residents of the Russian Federation [15].
It is expected to achieve these goals through 15 promising tourist integrated investment projects.
A summary of tourism policy documentation is provided below in the table 2.
Thus, there is an increasing shift in tourist interest towards 3L (Leisure-Landscape-Lore), tourists are looking for adventure and they are interested in entertainment and active pastime. Various forms of tourist animation will become an integral part of any tourist product, whether it is cultural tours or tourist festivals, gastronomic trips or sea cruises. The current environment in tourist markets requires countries to be more active in marketing activities, which entails the development of tourism infrastructure, including
Table 2 - Summary of policy documents for the countries under review [compiled by the authors]
Country Document type Terms of implementation Basic types of tourism Implementation tools
City breaks Mountains
France Strategy 2015-2020 Gastronomy Culture & Heritage Golf Shopping 15 global brands
Spain Strategy 2019-2030 Culture & Heritage Gastronomy MICE Rural Sea&Sun 5 strategic directions
Great Britain Strategy 2020-2025 Culture & Heritage MICE Education The VisitBritain Strategy The VisitEngland Strategy
Sea&Nature Culture
Turkey Strategy 2007-2023 Gastronomy History Heath&Wellness Religious Tourism Kids&Family 15 strategies for strengthening the tourism industry
Sri Lanka Strategic plan 2017-2020 Sun and beach Historical and cultural Wildlife 10 niche segments 6 key transformational ideas
Egypt Program 2018-2028 Culture Nature Nile Cruise Sun&Sea SPA Spiritual Sports, etc 3 destinations (Green Tourism, Economic Empowerment of Women, Innovation&Digitalization)
Oman Strategy 2016-2040 Vacation to Relax Tourism&Culture Nature&Adventure Special Interest Festivals Meetings&Events Day visitors / VFR 14 natural, cultural and urban clusters
Russian Federation Strategy 2019-2035 Culture&Heritage Sports&Health Cruise Ecotourism 15 promising tourist integrated projects
The Republic of Kazakhstan Concept 2017-2023 Cultural, educational and ethnographic Sacred or spiritual Social and youth MICE, etc. 6 cultural and tourist clusters
entertainment, support for tourist brands, destinations and positioning of tourist events on information platforms, focus on achieving long-term sustainable goals and creating conditions for the development of sustainable, responsible and accessible tourism.
Summing up the results of the analysis of the program documents on tourism in various countries, we can conclude that 2020 is a turning point, where either ending plans, concepts and strategies are presented, the endpoint of which is the current year, or new strategies developed in the last 2 years and designed for future decades. Thus, we gained a double benefit - by studying the strategies described first, we were able
to learn about the real impact of these policy documents, and the new strategies allowed us to create a picture of the vision of tourism in the future.
Findings. As a result, data on the current content of animation is obtained, and experience that can be applied in particular cases both in the Akmola region and in Kazakhstan is determined. Also, to improve the current situation systematically and further develop the entertainment industry, the following measures are proposed:
- conducting a continuous set of marketing and sociological research on various segments of the tourist and recreational services market to determine the concepts of advertising and information activities of enterprises;
- creation of entertainment industry objects (theme parks, attractions, etc.) and enterprises that serve entertainment events;
- development and implementation of unified branding of Kazakhstan as a destination, differentiation of its tourist products;
- development of an event calendar for the region and positioning it and individual events on tourist sites and in publications of free ads to attract the target consumers, especially in the off-season;
- regular image events and promotional tours for representatives of foreign tourist companies in the region;
- evaluating the effectiveness of advertising and information impact on consumers of a tourist product to make adjustments and radical changes to the marketing strategy;
- implementation of a unified coordinated policy of the state and public institutions in the formation of a positive image of the Republic of Kazakhstan.
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Б. К. Закирьянов1, Т. В. Имангулова2, А. С. Евлоева3
1 PhD, и.о. доцента кафедры туризма и сервиса (Казахская академия спорта и туризма, Алматы, Казахстан) 2 К.п.н., ассоциированный профессор, декан факультета туризма (Казахская академия спорта и туризма, Алматы, Казахстан)
3 Магистр, докторант кафедры туризма и сервиса (Казахская академия спорта и туризма, Алматы, Казахстан)
АНАЛИЗ МЕЖДУНАРОДНОГО ОПЫТА РАЗВИТИЯ ИНДУСТРИИ ТУРИЗМА НА ПРИМЕРЕ АНИМАЦИОННОЙ ДЕЯТЕЛЬНОСТИ
Аннотация. Рассмотрены основные нормативно-правовые документы, а также программы и концепции развития туризма в зарубежных странах. Особое внимание уделялось месту в них элементов индустрии раз -влечений. Полученные данные были обобщены в целях возможного применения для улучшения отечественной индустрии туризма. Получены данные о современном содержании анимации, определен опыт, кото -рый может быть применен как в Акмолинской области, так и в Республике Казахстан. Также в целях систем -ного улучшения существующей ситуации и дальнейшего развития индустрии развлечений предложен ряд мер.
Ключевые слова: туризм, туристская индустрия, индустрия развлечений, анимационная деятельность, международный опыт.
Б. К. Закирьянов1, Т. В. Имангулова2, А. С. Евлоева3
1 PhD, туризм жэне сервис кафедрасыньщ доцент мщдетш аткарушы
(Казак спорт жэне туризм академиясы, Алматы, Казахстан)
2 П.г.к., кауымдастырылган профессор, туризм факультетшщ деканы
(Казак спорт жэне туризм академиясы, Алматы, Казахстан) 3 Магистр, туризм жэне сервис кафедрасыныц докторанты (Казак спорт жэне туризм академиясы, Алматы, Казакстан)
АНИМАЦИЯЛЬЩ ЦЫЗМЕТ МЫСАЛЫНДА ТУРИЗМ ИНДУСТРИЯСЫН ДАМЫТУДЫЦ ХАЛЫЦАРАЛЫК; ТЭЖ1РИБЕСШ ТАЛДАУ
Аннотация. Негiзгi нормативтiк к¥жаттар, шет елдерде туризмдi дамытудын багдарламалары мен т^-жырымдамалары карастырылган. Олардагы ойын-сауык индустриясынын элементтерiне ерекше назар ауда-рылган. Алынган мэлiметтер отандык туризм индустриясын жаксарту Yшiн ыктимал колдану максатында жинакталган. Анимациянын заманауи мазм^ны туралы деректер алынды, Акмола облысында да, жалпы Казакстан Республикасында да колданылуы мYмкiн тэжрибе аныкталды. Сондай-ак, казiргi жагдайды жYЙелi жаксарту жэне ойын-сауык индустриясын одан эрi дамыту максатында бiркатар шаралар ^сынылды.
ТYЙiн сездер: туризм, туриспк индустриясы, ойын-сауык индустриясы, анимациялык кызмет, халык-аралык тэжiрибе.
