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3Экономические аспекты китайско-российского сотрудничества в сфере «умного туризма»: реализация инициативы «один пояс - один путь»
Юе Чэнь,
аспирант, Белорусский государственный университет E-mail: 18221782729@163.com
Лукин Сергей Владимирович,
доктор экономических наук, профессор, заведующий кафедрой «Экономики и менеджмента», БИП - Университет права и социально-информационных технологий E-mail: lukin@bip-ip.by
В рамках инициативы «Пояс и путь» изучение сотрудничества в сфере туризма между Китаем и странами-членами инициативы «Один пояс - Один путь» стало востребованной темой исследования. В данной статье предлагается ряд решений сложившихся проблем, с которыми сталкивается Россия, участвующая в развитии «умного» туризма как одна из стран-участниц инициативы «Один пояс - Один путь». Предложенные решения основаны на инструментах цифровой экономики, таких, как: 5G, большие данные, облачные вычисления, виртуальная реальность, искусственный интеллект и другие современные технологии. Их использование будет способствовать развитию инициативы «Один пояс - Один путь» и станет отправной точкой для содействия глубокой интеграции и совместного туристического сотрудничества стран-участниц инициативы «Один пояс - Один путь» и Китая.
Ключевые слова: инициатива «Один пояс - Один путь», «умный» (smart) туризм, туристическое сотрудничество, цифровая трансформация.
Introduction
With the rapid development of smart tourism in the world, therefore, smart tourism has become a hot topic in many countries. On the one hand, as a comprehensive industry involving multiple industries and sectors, tourism has always been one of the important economic growth points of many countries, and China and many member countries of the belt and road initiative have their own natural resources and cultural advantages. On the other hand, the development and wider application of digital technology is a new driving force for the development of global tourism economy and an important way to cooperate with global tourism in the future. Therefore, in the context of the Belt and Road initiative (BRI), the research on smart tourism cooperation between China and Russia has become a topic of great research value.
Main part
SWOT analysis on the development of smart tourism
cooperation
Strength
1. The Russian government's emphasis on the international tourism industry. The tourism development plan proposed by the Russian Federation government in 2002 stated that from 2002 to 2015, the Russian government decided to invest 300 billion rubles (approximately 10.7 billion US dollars) in inbound tourism projects in Russia, with the aim of better attracting foreign tourists [1 ]. In addition, in recent years, cooperation and exchanges between China and Russia have become increasingly frequent. China- Russia tourism cooperation has become an important component of bilateral practical cooperation, and the cooperation mechanism in tourism is constantly being improved. After the implementation of BRI, the Russian Tourist Association "World without borders" officially formulated and launched the "Friendly China" tourism project in 2014, which emphasizes that the construction of scenic spots, hotels and travel agencies will be rapidly improved to create a better experience tourist destination for Chinese tourists. The plan mainly includes visa exemption for Chinese tourist groups, improving the quality of service provided by hotels and attractions to Chinese tourists, and increasing the number of Chinese shopping guides in shopping malls; In 2016, China, Russia, and Mongolia jointly held the Tripartite Tourism Cooperation Forum; In 2017, coinciding with the 100th anniversary of the October Revolution in Russia, the third China- Russia Red Tourism Exchange was successfully held, with "Red Tourism" becoming a new highlight of China- Russia
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tourism cooperation. In addition, in the same year, Russia implemented a system of group visa exemption and individual travel electronic visas for Chinese tourists [2].
2. The rapid development of Russia's international tourism industry. According to the latest data from the World Bank, the international tourism revenue entering Russia has shown an overall upward trend, from 4.37 billion Dollars in 2001 to 17.24 billion Dollars in 2019 (as shown in fig. 1). According to a report by the Russian Satellite News Agency, Chinese citizens who traveled to Russia in 2019 accounted for 29.5%, and the total number of tourists was 2.257 million. However, due to the COVID-19 in late 2019, the global tourism industry was hit hard, Russia's international tourism revenue and the number of people has declined rapidly. But on the whole, in recent years, Russia's international tourism industry has shown a trend of development, and the scale of the tourism market is also expanding.
i9'45 18,74
International tourism, receipts (current Billion US$) - Russian Federation
Fig. 1. Source: The World Bank [3] Disadvantages
1. Insufficient infrastructure in the tourism industry. Over the years, the development of Russia's tourism industry has always been constrained by inadequate tourism infrastructure construction and low service levels. The lack of infrastructure in Russia's tourism industry is mainly reflected in scenic areas, hotels, and transportation, as well as the traffic congestion problems in urban areas; The insufficient number of hotels and the outdated equipment in the hotel result in low efficiency of hotel reception; The lack of equipment in many scenic spots leads to a low level of convenience, resulting in a poor experience for tourists. Moreover, the reception capacity of tourists in the Far East region of Russia lags far behind that of the western region. The most prominent problem in the development of the tourism industry in the Far East region is the weak reception capacity, which is manifested in insufficient tourism accommodation facilities, outdated tourism management methods, and traditional hotel services, resulting in low efficiency and quality.
2. Low service level in the hotel industry. The service level of Russia's tourism industry does not meet international standards, reflected in the fact that the services provided do not meet the tourism service fees paid by tourists. Although Moscow is a political and economic center, as well as a tourist city, according to the NEWSRU news network of Russia on August 5, 2013, a survey of tourists from around the world
showed that in the magazine Cond Nast Traveler, Moscow ranked 16th in the "World's Most Unfriendly Cities". Foreign tourists frequently post comments on the internet about the poor service experience of Russian hotels, which has also caused international travel agencies to lose customers.
Opportunities
1. Promotion of the Belt and Road Initiative on Sino Russian Tourism Cooperation. Due to the special geographical location of Russia and China, tourism cooperation between the two countries has been ongoing for thirty years. On November 3, 1993, the tourism agreement between the two countries was signed in Beijing. Between 2012 and 2013, China and Russia conducted 400 tourism exchanges annually, which effectively promoted tourism exchanges and cooperation between the two countries. After BRI in 2013, China and Russia have provided new ideas and cooperation methods for tourism cooperation. In order to achieve the goal of joint construction of the BRI and the Eurasian Economic Union, China and Russia have strengthened cooperation in energy, infrastructure, cultural tourism and other fields.
According to the data of the Russian Federal Tourism Administration, the number of Chinese tourists to Russia increased from 873800 in 2014 to 1882800 in 2019, and the number of tourists increased by more than 1 million in five years, which fully reflects the role of BRI in promoting the development of tourism in both countries. In 2019, on the eve of the outbreak of the COVID-19, China has become the largest tourist source country for Russia's inbound tourism [4] (fig. 2).
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Statistics on the number of tourists from 2014 to 2020 _233,37
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2014 2015 2016 2017 2018 2019 ^^■Number of Chinese tourists to Russia ^^Number of Russian tourists to China
Fig. 2. Source: World Tourism Organization
2. The current global new round of technological revolution is mainly reflected in the development of digital technology. According to the "Global Digital Economy White Paper (2022)" released by the China Academy of Information and Communications Research, the scale of the digital economy in 47 major economies worldwide reached $38 trillion in 2021, an increase of 15.5% compared to 2020.And China's digital economy has achieved remarkable results. According to the 2019 Global Digital Economy Report, China and the United States account for 50% of global loT expenditures, while the public cloud computing market accounts for over 75% of the global share. Even more surprising is that in the global top 70 digital platform markets, Chi-
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na and the United States jointly account for 90%, while the European region only accounts for 4%. Moreover, the report also shows that the top seven super digital platforms in the world are all from China and the United States, accounting for nearly two-thirds of the global market value. Therefore, China, a leader in the digital economy, can better help BRI member countries improve their high-quality digital construction.
Threats
1. Lack of professional talents for smart tourism. On the one hand, the development of modern international tourism industry is more complex and professional, and it requires professional management talents to manage and operate in order to promote the normal development of the international tourism industry. Therefore, the reserve of professional modern tourism management talents is also very scarce. On the other hand, from the perspective of digital higher talent cultivation, although many universities in Russia have opened new generation information technology majors, most of them are limited to major categories such as computer and electronics, lacking new interdisciplinary majors such as big data, network, microelectronics, and integrated circuits. According to a Statista survey, less than 30% of Russian citizens aged 25-34 possess basic digital skills. Moreover, according to data from the 2022 Global Most Influential Scholar List of Artificial Intelligence (AI2000), and from the perspective of basic research on artificial intelligence, there is a lack of Russian scholars in the ranking of globally influential scholars in 21 fields, including machine learning, computer vision, virtual reality, etc.
Therefore, the current education output in Russia is not fully matched with the requirements of the era of rapid digital development for the required talents, which will seriously affect the overall digital transformation speed of Russian society [5].
2. The negative impact of tourism industry misconduct on the internet. There are many disruptions in Russia's tourism industry, such as many travel agencies in Moscow that do not have official qualifications organizing many low-priced tours, and there are many phenomena of arbitrary fees and forced consumption. Moreover, these tour groups often target Chinese tourists, resulting in a negative impression of Moscow tourism and even the entire Russian tourism industry among Chinese tourists. Although Russia's tourism bureaus and associations have imposed severe crackdowns on the tourism industry, it is still difficult to eliminate these disruptions to the Russian tourism market in the short term.
3. Security and safety issues. When it comes to the safety issues of tourism in Russia, objectively speaking, tourism in Russia is generally considered to be of medium safety level. Although the Russian government has also invested a lot of financial and human resources in security, cities such as St. Petersburg still have the behavior of stealing and robbing foreign tourists. Some Chinese tourists have reported experiencing theft and robbery, even some international tourists have been robbed on the most famous Neva Street in
St. Petersburg, which is a worrying factor for international tourists and can affect their interest and confidence in Russian tourism.
The Cooperation Strategy of Smart Tourism between Russia and China
1. Increase the development and construction of cloud Tourism
(1) The concept of cloud tourism. In 2011, scholars in related fields proposed that cloud tourism is the integration of tourism and cloud computing. It develops an intelligent tourism information system by integrating information data, with functions such as navigation and shopping guidance. From the perspective of smart tourism, cloud tourism is regarded as a technological means to improve marketing effectiveness and user experience through live streaming, short videos, panoramic tourism, VR tourism, and other forms. Therefore, it is highly sought after by tourism enthusiasts [6].
(2) Specific measures for cloud tourism development. Firstly, the Russian government needs to attach sufficient importance to cloud tourism and actively cooperate with Chinese cultural media companies or tourism anchors. Due to the rapid development of cloud tourism in China, thus China had a large amount of talent and technological potential related to cloud tourism earlier. Although the current "tourism + short video" model in China is developing faster and more mature than "tourism + live streaming", and the current "tourism + live streaming" marketing method does not account for a large market share of live streaming, it has seized the key point of meeting the diversified market demand of China's young people, and its future development potential must not be underestimated. From the perspective of talent, there is already a considerable stock of industry talents involved in various aspects such as video planning, broadcasting, dissemination, user exploration, drainage, transformation, and marketing in China.
Therefore, Russian tourism companies can collaborate with a large number of experienced Chinese tourism anchors or related planning companies to achieve a win-win situation. Secondly, the creative content of cloud tourism needs to be novel and attractive, creating an overall image of Russian unique culture and beautiful natural scenery. This article is mainly divided into two aspects for analysis. On the one hand, in terms of culture, tourism is an important channel for cultural dissemination, and culture is also the soul of tourism. Therefore, tourism relies more on the connotation of culture to have more charm. The process of tourism cooperation between China and Russia must seize the element of cultural differences and showcase them through new marketing channels such as live streaming and short videos. For Chinese tourists, the Russian culture with distinctive local characteristics is both familiar and mysterious. Therefore, short videos can showcase more distinctive products, such as Russian architecture, oil paintings, ballet, etc. And in terms of video production, more creativity can also be added. Taking promoting cultural tourism products in Henan, China as an example, a travel blogger and museum
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staff jointly filmed a video of "one second cross dressing" traveling back to ancient times. The video not only received high views and praise on China and YouTube, but also more tourists spontaneously went to museums in Henan Province to experience the video shooting of one second cross dressing. In short, disseminating Russian culture through more creative tourism videos can leave a deep impression on the audience. Understanding various ethnic groups and development history of Russia through culture is conducive to deepening cultural exchanges between China and Russia. On the other hand, in terms of natural resources, the differences in natural tourism resources between bilateral countries should be utilized to create more "beautiful scen-ery+outdoor sports" videos. Most Chinese people live in coastal cities, so the magnificent scenery of mountains, forests, rivers, lakes, and other places is of great appeal to most Chinese people who work hard in cities. In addition, due to the busy work schedule, young Chinese people have become more eager for outdoor leisure activities. Therefore, Russian tourism companies should seize these two points and create a large number of "beautiful scenery+ outdoor sports" videos on China's short video platforms. Among them, videos of extreme sports and stunning scenery will definitely attract a lot of young people's attention. Therefore, utilizing the unique and beautiful natural scenery of Russia and China as the background, and creating videos of leisure or extreme sports in this context. These videos can achieve a complementary effect on the lives of young and middle-aged Chinese living in fast-paced cities, and better stimulate their motivation to travel.
Thirdly, Currently, tourism bureaus, scenic area operators, and travel agencies in many countries are trying to develop VR (Virtual Reality) applications. Online experiential travel websites, such as Klook and Kkday, and more and more travel websites with VR features for panoramic photos and videos, such as the online travel of local attractions published by the Paris Tourism Bureau in France. Although "VR+ Tourism" cannot achieve the same experience as real travel, as an immersive preview of a tourist destination, it can help tourists experience the scenery of the destination in advance and then decide whether to go. "VR+ tourism" is an important development direction for future travel, sightseeing, and cultural tour, and is bound to accelerate the transformation and upgrading of the tourism industry. Therefore, the Russian government should take action to create an immersive tourism model using advanced VR technology, or use technologies such as 5G, cloud computing, and big data to jointly build a panoramic VR platform with China. VR technology, AR technology, and other technologies should also be integrated into the development of cloud tourism, creating a virtual tourism space for many tourist destinations in Russia. This will increase the desire of more young E Chinese people for travel.
£ 2. Strengthen the construction of digital infrastructure — (1) Drawing on China's experience in the devel-g opment of smart transportation and strengthening re-^ gional cooperation in smart transportation networks. I The problems faced by Russia's transportation devel-
opment are becoming increasingly prominent, especially the traffic congestion problem in Moscow, which seriously affects the economic development of tourist cities. Smart Transportation is the use of digital technologies such as big data, cloud computing, communication technology, and sensor technology to achieve information sharing in various transportation subsystems, forming a visualized transportation network and service capabilities. It can improve the level of comprehensive traffic management and control, and make people more intelligent and humane. For example, the increasingly common online taxi service also belongs to smart transportation. In terms of smart transportation, Russia's government can learn more from the successful development experiences of Shanghai and Hangzhou in China,
a. Shanghai Smart Transportation.
Shanghai is one of the earliest cities in China to develop smart transportation. In 2015, Shanghai released a series of development plans for smart transportation construction, proposing to focus on refined management and people-oriented information services in the development of smart transportation. At present, Shanghai's intelligent transportation construction has achieved the following results: firstly, a three-dimensional transportation network, with closely connected transportation networks, forming a comprehensive transportation development network; The second is to achieve common sharing of information resources through the intelligent transportation information platform; Thirdly, the development of intelligent industry operations requires the establishment of remote monitoring and control systems for public transportation and subways, effectively addressing traffic congestion and accidents; The fourth is convenient travel information services, where passengers can pay for various modes of transportation by presenting their mobile travel codes.
b. Hangzhou Smart Transportation.
Hangzhou proposed to establish a smart transportation data center in 2017 to comprehensively enhance the development level of smart transportation in Hang-zhou. Hangzhou City and Alibaba have jointly developed the overall hub of urban smart transportation - the urban brain. At present, the operation of the urban brain has greatly reduced the cost of police management and significantly improved its efficiency. The "urban brain" can replace the manual labor of 150000 traffic police officers. The average speed of the road has increased by 5 percentage points through traffic light regulation, the speed of relevant sections has increased by 11 percentage points, and the efficiency of elevated road ramps has increased by 15.3% [7]. Therefore, for the improvement of smart transportation construction, the Russian government can start from two aspects:
a. The governments financial support.
Looking at the world, it is not difficult to find that both Shanghai, Hangzhou, Singapore, and Tokyo in China attach great importance to capital investment, as smart transportation requires a large amount of investment in public infrastructure construction such as signal lights, parking equipment, and transportation network
systems. Therefore, the development of smart transportation construction cannot be separated from the investment of government funds.
b. The technology policy towards smart transportation is tilted.
From the above, it can be seen that Shanghai has increased investment in technology to form a three-dimensional transportation network; The rapid development of the urban brain in Hangzhou is also based on high-tech, which can greatly reduce the cost of police management and significantly improve efficiency. Therefore, government management policies should be tilted to help enterprises leverage their technological advantages in innovative research and development fields such as 5G, big data, the Internet of Things, and basic chips related to smart transportation, injecting technological content into smart transportation and improving efficiency [8].
(2) Enhance the intelligence level of the hotel, thereby improving the reception capacity and convenience level of the hotel. Intelligent hotels are an important part of hotel development, utilizing science and technology to bring new changes to the hotel industry. By combining digital and intelligent technologies with hotel services, hotels will become more diversified, while improving their personalized service level. Especially for international tourists who do not speak the same language, smart hotels can provide services that tourists are familiar with, which will greatly improve service efficiency and user experience. In China, smart hotels have developed rapidly. On the one hand, many high-end hotel intelligent robots in China have acquired multiple technological capabilities such as human language and facial expression recognition, speech synthesis, emotion analysis, and autonomous decision-making. On the other hand, due to the continuous development of Huawei 5G in China, it has begun to be applied in the hotel industry. For example, in the hotel lobby, with the help of 5G+AI, people can achieve a fast check-in and check-out experience with just a few seconds of facial recognition; In business activity scenarios, 5G can perfectly solve the problem of network congestion, ensure smooth conference activities, and provide guarantees for VR live streaming, holographic interaction, and other needs. From this, it can be seen that 5G technology has made a huge contribution to promoting the smart upgrade of the hotel industry. It is not only a better communication connection, but also an intelligent connection that enables technologies such as AI, cloud, big data, IoT, etc. Therefore, the Russian government should increase its encouragement for relevant technology research and development enterprises to have in-depth exchanges and cooperation with China in the field of intelligent research and development, and explore digital and intelligent technologies. In the context of BRI, China can encourage Chinese scientific and technological research and development enterprises to cooperate with Russian hotels, and help Russia build smart hotels to promote the vigorous development of Russian hotel industry. In addition, it is worth emphasizing that the Russian government should actively encourage more high-end hotels in Russia to cooperate
with Huawei, a leading 5G company, and jointly explore the new applications, experiences, and commercial value that 5G may bring to the hotel industry.
(3) Cleverly building a smart tourism platform. China's outbound tourism has a consumption volume of over 100 billion US dollars annually, and various overseas merchants have integrated into the WeChat mini program platform to provide various information for Chinese users. Hence, the Chinese and Russian governments should jointly build smart tourism platforms such as tourism mini programs on WeChat, which have more diverse functions and can better meet the personalized service needs of tourists, allowing them to gain higher participation. The presentation of front-end mini programs can effectively avoid the drawbacks of traditional apps being too cumbersome when first used. Its simple use is very in line with the characteristics of low frequency consumption in the cultural and tourism industry. In addition, the natural ease of dissemination of mini programs is also a good way for digital marketing [9]. Consequently, China and Russia should jointly establish an official smart tourism platform, which is more conducive to regional tourism cooperation and requires smooth and shared tourism information. The construction of China-Russia tourism mini programs should integrate advanced technologies such as cloud computing, big data, artificial intelligence, AR/VR, and fully consider the actual operational needs, introducing various marketing tools and capabilities, so as to achieve good results in the wave of tourism intelligence and digitization. Emphasis on several aspects regarding the construction of this mini program (as show in fig. 3).
Fig. 3. Mini program construction focuses on projects.
First, online introduction of tourism content and marketing services. Introducing the weather conditions, characteristic tourism projects, transportation, ticket prices, and other items for the next two weeks. Official and transparent information is conducive to eliminating information barriers and providing products, routes, quotations, and other service needs for tourists from all over the world. The platform showcases the main features of major scenic spots to tourists through VR and AI technology, so that tourists can know the service items and content of the scenic spot in advance and experience more virtual experiences. At the same time, smart platforms should provide live streaming and short video interfaces, which can provide tourists with sufficient scenic area information and travel pre-
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cautions, and learn more personalized routes. Second, guide services for entering the scenic area. The QR code provided in the scenic area allows tourists to enjoy basic intelligent services such as tour guides and shopping guides by scanning the code. The introduction of historical and cultural stories related to characteristic tourist attractions can further deepen tourists' understanding of characteristic tourist attractions and improve the depth of tourism. In addition, with the help of technologies such as the Internet and big data, the platform broadcasts real-time traffic conditions and personnel circulation on tourist routes in the scenic area, and locates the location of tourists in real-time. This not only ensures the safety of tourists but also facilitates management by management personnel. Third, services for tourists' rights protection and feedback. After the tour is over, tourists can log in to the smart tourism platform and engage in interactive reviews on the tourism experience interface, commenting and sharing on attractions, catering, accommodation, entertainment activities, etc. The platform should support Chinese tourists to share exciting photos and thoughts of their travels with netizens through WeChat, Weibo, online communities, etc., and achieve online sharing marketing. If tourists are dissatisfied during the travel process, they can directly complain and provide feedback through this program. This can not only protect the rights and interests of tourists, promote effective supervision of the Russian tourism market by government departments, but also play a necessary supervisory role in improving the level of Russian tourism services. It is conducive to promoting the development strategy of openness, fairness, and legality among governments, and creating and improving tourism network supervision and information maintenance systems.
Conclution
The development process of smart tourism in Russia is bound to face many challenges, and it needs to be coordinated and operated by multiple parties such as information technology updates and changes, policy guidance and guidance, active operation of enterprise units, and consumer demand driving, in order to truly achieve "wisdom" in smart tourism. In the context of BRI, if Russia and China have more in-depth exchanges and cooperation in cloud tourism, smart infrastructure construction and talent training. These measures will undoubtedly benefit the market development of Chinese tourists traveling to Russia, creating more possibilities for the construction and development of Russia's smart tourism. At the same time, they will also be conducive to further enhancing the relationship between Russia and China, and the prospects for cooperation between the two countries will be even broader.
Литература
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ECONOMIC ASPECTS OF CHINESE-RUSSIAN COOPERATION IN THE FIELD OF "SMART TOURISM": IMPLEMENTATION OF THE "ONE BELT - ONE ROAD" INITIATIVE"
Yue Chen, Lukin S.V.
Belarus State University, BIP - University of Law and Social Information Technologies
In the context of the Belt and Road initiative, the study of tourism cooperation between China and the "Belt and Road" member countries has become a topic of great research value. This article proposes a series of corresponding solutions to the difficulties faced by Russia, one of the "Belt and Road" member states, in the development of smart tourism. These solutions are based on the background of the rapid development of the digital economy and the context of the Belt and Road initiative. It is also discussed in combination with 5G, big data, cloud computing, VR, AI and other technologies. This will promote the construction of the Belt and Road initiative and provide a reference for promoting the deep integration and common development of the "Belt and Road" member countries and China. At the same time, it will also make further contributions to building a community with a shared future for mankind.
Keywords: the Belt and Road initiative, smart tourism, tourism cooperation, digital transformation.
Reference
1. Li, Yaheng. Research on Tourist Experience and Behavior Intention of the Digitization of Cultural Heritage [Electronic resource]/ Yaheng Li//HUAQIAO University. - 05.2020. - № 57 (5). -P. 236-239. - Mode of access: https://www.cnki.net/KCMS/de-tail/detail.aspx?dbcode=CMFD&dbname=CMFD202101&file-name=1020323855.nh&uniplatform=OVERSEA&v=UGIZhrw-0mIxWldVW_tZyYCP0SGfbovqJN0W8SJUDcT1zpGs0ke86zlt-F9vKwTUW5. (Date of access: 08.05.2023.)
2. Ye, Haite. Analysis of the development of cultural tourism in Moscow based "The Belt and Road": Based on a survey of Chinese tourists [Electronic resource] / Haite Ye // Xi'An University of science and technology. - 2020. - P. 11-14 - Mode of access: https://cdmd.cnki.com.cn/Article/CDMD-10704-1020342291. htm. (Date of access: 08.05.2023)
3. International tourism, receipts (current US$) - Russian Federation [Electronic resource] // The World Bank. - Mode of access: https://data.worldbank.org.cn/indicator/ST.INT.RCPT.CD?loca-tions=RU&ref=pubs.ghost.io (Date of access: 10.06.2023)
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