Oborin M.S. Strategic Directions of the Service Sector Modernization in the Southern Macroregion

Matvey S. Oborin
Perm Institute (Branch) of Plekhanov Russian University of Economics, Perm, Russian Federation; Perm State Agro-Technological University named after Academician D.N. Pryanishnikov, Perm, Russian Federation

Abstract. The purpose of this article is to study the directions of improving the activities of the health resort complex, which can have a significant impact on the socio-economic development of the region, as part of their development strategy. The service sector is recovering faster during the recession, successfully adapting to the crisis due to low costs and rapid response. Tourist and recreational services have a great potential for development due to the growing demand. The medical and health tourism as well as spa complex can be an important element of the strategy of the region, positively affecting other industries and the quality of life of the local population.
The analysis of the stages of modern development of the health resort complex, its state in the country and in the Southern Federal District is carried out. The financial and economic indicators of the activity of the specialized enterprises are analyzed, the constraining factors are evaluated. It is shown that the existing potential is not sufficiently realized against the background of growing demand and low financial capabilities of the population. Spa treatment helps to solve important strategic problems but the accumulated structural problems make it vulnerable to the current market conditions of operation, in this regard, a set of measures is necessary to reduce the impact of negative factors. The recommendations that will have a positive impact on the implementation of regional development strategies especially in the regions with resort and recreational specialization are given.

Key words: services sector, health resort complex, strategy of the region, consumer demand, health services, network interaction, digital environment.

Citation. Oborin M.S. Strategic Directions of the Services Sector Modernization in the Southern Macroregion. Regionalnaya ekonomika. Yug Rossii [Regional Economy. The South of Russia], 2019, vol. 7, no. 1, pp. 124-133. (in Russian). DOI: https://doi.org/10.15688/re.volsu.2019.1.11

ATTACHMENTS: /11_Oborin.pdf