Volkov S.K. Analysis of tourist potential of the Volgograd region

Volkov Sergey Konstantinovich
Candidate of Economic Sciences, Associate Professor, Chair of World Economics and Economic Theory, Volgograd State Technical University
ambiente2@rambler.ru
Prosp. Lenina, 28, 400005 Volgograd, Russian Federation

Abstract.
Tourism renders a considerable effect on the economic and social development of a territory, therefore the development of the industry of tourism becomes an economic problem of a priority. The purpose of this study is to determine the tourism potential of the Volgograd region. Methodology of the study were the analysis of statistical data and content analysis of the scientific literature on the studied subject. Methods of system approach, comparisons and analogies, summarizing information, statistical and analytical methods were also used. In this paper, a SWOT-analysis, which determines the potential of the tourism industry of the Volgograd region was used. The structure of the hotels’ supply and quality of service in local hotels is analyzed. A comparative analysis of the level of prices of hotels Volgograd and other cities of the Southern Federal District is made. The basic problems of the industry and ways to solve them are marked. The features of marketing promotion of the Volgograd region as a tourist destination are studied. Every marketing tool promoting the region is studied in detail. The author comes to the conclusion that the target market is highly uncertain. The region lacks the positioning strategy. A low level of use of creative methods of promotion of the region as a tourist destination is evident. It is concluded that the most effective way of tourism development in the territory of the Volgograd region is the selection of a “growth point” that will influence the development of the whole industry. A key role in promoting the territorial tourism product is given to the regional authorities. Materials of research can be used to develop a long-term strategy of tourism development in the Volgograd region. A particular relevance these recommendations have due to the forthcoming football championship of 2018 that is a strategic opportunity for a qualitative change in the tourist image of the Volgograd region.
Key words: tourism industry, territory marketing, tourism marketing, SWOT-analysis, tourism product, competitiveness, Volgograd, tourist market, tourist, hotel, tourist attractiveness of a territory.

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