INTERNATIONAL IMAGE OF RUSSIA AND ITS INFLUENCE ON TOURIST ACTIVITY

УДК 338.48 – 52:797.1 (470.23-25)
DOI: 10.24411/2413-693X-2018-10204

 

International image of Russia and its influence on tourist activity

Sergey A. Butorov, Dr. Sc. (Philosophy), Prof., Sergeybutorov@gmail.com

Russian State University of Tourism and Service, Moscow, Russian Federation


Abstract:

The article deals with issues related to the influence of Russia’s international image on the state’s tourist activities. The growing trend of strengthening the position of the Russian Federation in the international tourism market is characterized. It is noted that attracting foreign tourists, as well as improving the image of Russia as a country which is favorable for tourism, are among the priorities of executive bodies in the sphere of tourist activity both at the federal and regional levels. The article reveals the main reasons preventing further growth in the number of foreign tourists who would like to visit Russia. Among these reasons, the author attributes the quality of service to the incoming tourist contingent that does not meet international standards; insufficiently comfortable information environment that provides tourist business; lack of available hotels and infrastructure; limited range of the proposed tourist product, etc. There are considered the ways of solving existing problems that contribute to improving the international image of Russia with the aim of making it the most attractive destination for foreign tourists. The article justifies the conclusion that it is possible to form a positive image of Russia abroad not through propaganda calls, but by solving existing social and economic problems in the country. In the opinion of the author, provided that a powerful and competitive tourism industry which is capable to meet the needs of sophisticated and demanding foreign consumers is created in Russia and, it will inevitably lead to dramatic changes in the perception of the image of the Russian state in the West and significantly increase the flow of foreign tourists.

Keywords: tourism, the Russian Federation, the international image of Russia

For citation: Butorov S.A., International image of Russia and its influence on tourist activity. Servis plus, vol. 12, no. 2, 2018, pp. 36-41.  (In Russ.) DOI: 10.24411/2413-693X-2018-10204.

Received on 2018/03/19

Approval to print on 2018/04/19


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