The tourist cluster as a factor in creating the region's competitive advantages in the tourist services market. Development of economic measures to create a tourism cluster Methodology for developing the concept of a tourism cluster
At the present stage, the Republic of Kazakhstan sets itself the goal of implementing a model for creating a competitive economy with priority sectors that have the potential to increase competitiveness. To achieve this goal, a cluster policy is applied. Tourism is one of such priority sectors for the development of the national economy. Today, the basis for the development of the tourism industry is the State Program for Forced Industrial and Innovative Development of the Republic of Kazakhstan for 2010-2014. Within its framework, a sectoral program for the development of promising tourist destinations of the Republic of Kazakhstan for 2010-2014 was developed.
The purpose of creating a tourist cluster in Kazakhstan is to increase the competitiveness of the territory in the tourist market, increase the tourist flow to the region, increase investment in the tourism sector, and form the tourist image of the regions and the country as a whole. Based on the goal, we can conclude that the tourism cluster of our country has an export-oriented focus.
Deputy Chairman of the Committee for Regulation of Trade and Tourism Activities of the Ministry of Industry and Trade of the Republic of Kazakhstan Evgeny Nikitinsky in an interview with Kazinform correspondent emphasized that tourism directly or indirectly affects the development of 32 sectors of the economy that are directly involved in this industry. “Unfortunately, the Kazakhstani tourism industry has not yet taken advantage of these advantages, despite the existing tourism potential,” he said. But, according to the forecasts of the World Tourism Organization, our country has every chance to catch up.
The development of tourism, according to experts, should occur mainly due to the emergence of new visited territories, since the traditional areas of the world tourism market have almost reached the limit of "recreational capacity". The Government of the Republic of Kazakhstan approved a plan for the creation and development of the Tourism cluster. The priorities of the tourist cluster, providing for the effective development of tourism, as noted by E. Nikitinsky, is the development of the domestic and inbound markets. Domestic tourism focuses on the existing tourist flow within the country, while external tourism positions Kazakhstan in the international market. The development of these priorities requires the consolidation of public and private structures and coordinated actions of the concerned ministries and departments.
To this end, the Government of the Republic of Kazakhstan has established and operates the Tourism Council, which, together with the Ministries of Foreign Affairs and Internal Affairs, developed new rules for registering foreign citizens. So, in accordance with the new rules, registration of visiting tourists by the migration police will soon be carried out directly at international airports and other checkpoints across the state border. Now the guests of Kazakhstan will not have to spend three days, as it was before, on paperwork in the migration police. In addition, by the decision of the same council, from July 1, the size of the rates for issuing a single-entry tourist visa has been reduced by 5-10 US dollars. And the validity period of a multiple-entry visa was increased to 90 days.
The founders of the cluster approach are A. Marshall and B.S. Yastremsky, but the idea of industry clusters to increase regional competitiveness gained popularity thanks to Harvard Business School professor Michael Porter. According to Michael Porter's theory, a cluster is a group of geographically adjacent interconnected companies (suppliers, manufacturers, intermediaries) and related organizations (educational institutions, government bodies, infrastructure companies) operating in a specific area and complementing each other.
According to M. Porter, the country's competitiveness should be viewed through the prism of international competitiveness not of its individual firms, but of clusters - associations of firms from various industries, and the ability of these clusters to efficiently use internal resources is of fundamental importance.
After analyzing the competitive opportunities of more than 100 industries in ten countries, M. Porter came to the conclusion that the most competitive multinational companies are usually not scattered haphazardly across different countries, but tend to concentrate in one country, and sometimes even in one region of the country. The explanation for this phenomenon is as follows, one or more firms, achieving competitiveness in the world market, spreads its positive influence on the immediate environment: suppliers, consumers and competitors. And the successes of the environment, in turn, have an impact on the further growth of the competitiveness of this company. As a result of such mutually beneficial cooperation, a "cluster" is formed - a community of firms of closely related industries.
Tourism clusters include groups of enterprises geographically concentrated within a region that share a specialized tourism infrastructure, local labor markets and other functional structures of the economy.
When creating a tourism cluster, the leading role is given to large tour operator firms that export their services outside the country. At the lowest level there are various travel agencies, as well as numerous enterprises for accommodation, catering, transportation of tourists, the provision of related services and the production of goods for tourist demand. And all of them are united by a common business climate, within which the labor resources, technologies necessary for the functioning of the tourist cluster are formed, as well as various incentives, including the tax system, administrative regulation and barriers, operate.
In the process of forming tourist clusters, similar and interconnected enterprises and organizations complement and cooperate with the aim of creating relationships of mutual trust, exchange of ideas and information, joint coordination of actions. All this helps to reduce the cost of transactions between partners. Tourist clusters usually interact with scientific and educational institutions, local authorities in order to increase the competitiveness of tourist services in foreign markets.
Within the framework of tourism clusters, it is possible that such a combination of various enterprises, which in some situations compete with each other, and in others, cooperate to develop certain common solutions, develop joint initiatives, although in many cases this is subject to the structure of the cluster. So, the cluster model provides not only mutually beneficial cooperation, exchange of information, ideas, technologies, employees, but also necessarily presupposes the presence of competition between them.
Tourist clusters can include both a small and a large number of enterprises in the tourist and related and auxiliary sectors of the economy. They can be formed from both large and small firms in a variety of combinations and relationships. For example, clusters in Italy unite mainly small and medium-sized enterprises, in Scotland (the basic model of the EU) - the core of the cluster is formed by powerful enterprises, sometimes of foreign origin.
Tourism clusters are characterized by a high level of interaction between enterprises, organizations, institutions, organizations that are part of them, varying in form from targeted associations of tourism business enterprises to powerful, well-structured commercially competitive entities. Tourist clusters bring together a much larger circle of participants, including a variety of support institutions, industrial and commercial structures, as well as regional and national governments (represented by the tourism administration, tourism department).
It is planned to create 5 clusters of historical and cultural tourism in Kazakhstan. About it business portal Kapital.kz reported in the press service of the tourism industry committee of the Ministry of Industry and New Technologies of the Republic of Kazakhstan.
1. Cluster Astana (Astana city, Akmola region, south-western part of North Kazakhstan region, western part of Pavlodar and north-eastern part of Karaganda regions).
2. Cluster Almaty (Almaty city, part of Almaty region).
3. Cluster East Kazakhstan (northern and eastern parts of the East Kazakhstan region).
4. Cluster South Kazakhstan (central and eastern parts of Kyzylorda region, southern part of South Kazakhstan region and southwestern part of Zhambyl region).
5. Western Kazakhstan (Mangistau region, part of the West Kazakhstan region). The schematic arrangement of the clusters is shown in Figure 1.
Figure 1 - Layout of tourist clusters
“In the Strategy“ Kazakhstan-2050 ”, the Head of State said that we need to get rid of raw materials, oil will end up someday, and now we have a good opportunity to use the same oil money for the development of infrastructure projects in the field of tourism. So, recently a meeting of the Tourism Council under the Government of the Republic of Kazakhstan, headed by Deputy Prime Minister - Minister of Industry and New Technologies Asset Issekeshev, was held, it was instructed to approve the Concept of Tourism Development at the government level this year. I think, by adopting this document, we will have a clear plan for the next few years, how we will develop, ”M. Igaliev emphasized.
According to him, the Committee carried out analytical work in this direction, studied the market of Kazakhstan and identified 5 clusters where the tourism sector can be developed.
“The nature of Kazakhstan is beautiful, we have a lot of wonderful places, experts, the best marketers, recommended us to pay attention to 5 zones on our territory. Today, a systematic plan for the development of each cluster has already been developed, according to the chairman of the Committee, each of the zones has good prospects for development.
Due to the fact that tourism is an environmentally friendly and profitable business, it is necessary to develop tourism infrastructure and carry out active marketing to enhance tourism and recreation activities. To create and develop a cluster, it is necessary to restructure the work of the tourism business, to unite into an association not only travel companies, but also small and medium-sized businesses, services that are required so that a tourist, getting into our region, does not experience any inconvenience. The weak link in the tourism business of the region is hotels and transport. Therefore, for the development of the tourism cluster, it is necessary to invest in infrastructure development.
Thus, the cluster policy pursued by the state contributes to the effective and mutually beneficial cooperation of tourism entities, and an increase in the competitiveness of the tourism product produced within the cluster in the world market.
Many aspects related to the formation of different cluster models do not yet have sufficient theoretical justification and require special scientific research. This fully applies to the tourism sector. Cluster interaction is due to the simultaneous coexistence of mutually contradictory parties - productive and consumer forces - their struggle and merger. The struggle and fusion of conflicting sides is the essence of the dialectical movement. Contradictions are constantly present in the economic process of forming a cluster in a region. The productive power of the region forms a cluster as an opportunity to create material and intellectual, spiritual production, as an opportunity to produce goods, services, and develop all types of industries in the region. Consuming power, on the other hand, forms a cluster of a region by the fact that it causes a constant need and opportunity for productive and personal consumption. These forces condition each other, do not exist without each other: "... conditioning by some other force is in itself the action of the force itself." That is why the contradiction between the productive and consumer forces is the main condition for the formation of a cluster.
In the processes of competition, there can be no separation of production from consumption, the focus of competitiveness only on the intensification of production or the intensification of consumption. This statement is of particular importance due to the fact that many economists focus on the need to develop real production, to direct investments in this production. In fact, the task should be to simultaneously ensure the real development of both production and consumption in the regions. These statements are important from the point of view that the cluster should be considered not only as a group of geographically adjacent interconnected organizations, but also as multiple interactions between all organizations and consumers. It follows from this that when forming and developing a cluster of one region, it is necessary to go beyond this cluster, to take into account the consumption power of other regions. This will ensure the stable operation of the cluster. At the same time, the objective coexistence and interaction of productive and consumer forces does not guarantee the presence of a cluster in a particular region.
So, N.N. Pidgurskaya, along with such a well-known cluster feature as the territorial localization of enterprises involved in the tourism industry, has developed additional features indicating the existence of a tourism cluster in the region:
1) the presence on the territory of tourism organizations that sell competitive tourism products, which creates the basis for the development of industries related to tourism, involving the local population in tourism activities;
2) the existence of stable economic ties between organizations focused on meeting social needs for recreation;
3) the presence of state and non-profit institutions to support tourism activities in the region;
4) the presence of unique tourism resources, which allows you to create strong tourism brands at lower costs;
5) the ability of tourist agencies of the territory to attract tourists who are distinguished by high demands on the quality and composition of tourist services;
6) the existence of the necessary infrastructure on the territory.
The proposed features make it possible to determine the presence or absence of a tourist cluster in the study area. This list should be supplemented with a very important provision - the presence of sustainable consumer demand for a tourist product. The analysis of the tourist cluster allows us to determine its role in the formation of the competitive advantages of the region in the market of tourist services. The success of the clusters improves the economic situation in the region, therefore the clusters have political significance for the authorities, primarily in connection with the fulfillment of social obligations.
All cluster members benefit from sustainable interactions. They get advantages over organizations that are not part of the cluster formation by reducing costs (due to economies of scale). This effect is also used outside the cluster formations, however, close partnerships between cluster members will allow them to get more benefits in similar periods. In addition, clusters stimulate significant productivity gains and innovation. Using the reputation of the cluster, small and medium-sized businesses receive new opportunities for access to resources, and jointly business and regional authorities can look for ways to most effectively promote their initiatives through federal structures.
To implement a cluster as a factor of the region's competitive advantages, it is necessary, first, to conduct a thorough analysis of its current state in order to develop a strategy for its development. Figure 2 shows a variant of the tourism cluster model.
Figure 2 - Tourism cluster model
The main element of such a cluster are tourist and recreational resources, which play a key role in the development of tourism. These include: natural, historical, socio-cultural objects of tourist display, as well as other objects. On the basis of the tourism resources available in the region, tourism products are formed and the development of tourism in the region as a whole is predicted.
Another important element of the tourism cluster model is tourism industry enterprises, including travel companies that produce and sell tourism products, which interact with providers of specialized tourism services (in fact, economic entities of the social sphere that provide tourists with social services provided for by the corresponding tour package).
Market and engineering infrastructure plays an important role in the tourist (tourist and recreational) cluster, as well as general factors of the development of the region - natural and climatic, cultural, historical, socio-economic, political and legal.
Methodological aspects of the formation of a tourist cluster
An inter-sectoral and territorial approach to the development of tourism makes it possible to take into account its maximum impact on all spheres of life of the territory, creating the prerequisites for more balanced decisions in the process of regulating and supporting tourism.
At present, the following SLIDE can be distinguished among the main problems in the development of tourism. We especially note the problems associated with the poor use of the potential of the regions of Russia, primarily the potentials of the Far East and Siberia.
The creation of a tourism cluster contributes to the organization and development of a competitive tourism industry that provides ample opportunities to meet the needs of tourists.
The modern tourist cluster is able to solve a number of important tasks, including:
· Carrying out an inventory of tourist resources
Creation of a modern tourist market
· Priority development of domestic and inbound tourism in the territory;
Let us note the important role in the functioning of the tourist cluster of retail trade in essential goods and household services, as well as the production, sale of souvenirs and goods for tourist purposes. The purchase of personal goods is of particular importance for tourists, without considering the specific features of shopping tours, we will designate some of them:
- the possibility of energetic spending of money, which is one of the most important motives of travel. On a tourist trip, for pleasure, entertainment and the purchase of various goods in the retail trade, an amount of money is spent that significantly exceeds the usual level of planned expenses. the need to purchase souvenirs and personal goods characteristic of a given country or area, and not necessarily necessary, but symbolizing and reminding of this tourist trip. purchase of items and goods, the need for which arose precisely in connection with this tourist trip and its features, for example, maps with descriptions of the area and guidebooks, dictionaries, beach accessories, sporting goods and much more. tourist regions and centers in places of tourist interest introduce a special regime for goods in high demand among tourists. This is how zones of preferential taxation or customs zones appear at airports, in which prices for goods of mass demand are lower than in other countries.
The presence of such enterprises on the territory of the cluster pushes tourists to spend more money that they spent purchasing a tourist product. The income from these activities remains in the territory and contributes to the increase in local budgets.
Favorable conditions. The cluster operates in a certain environment, namely in certain favorable conditions that form the cluster's business climate, which is a combination of external factors that ensure competitiveness.
In our model, it is assumed that these conditions are divided into natural, economic, and socio-cultural, institutional and legal components.
The existence of favorable conditions on the territory is determined by the general economic situation of the territory, the availability of support for tourist activities by the authorities and the local population - this, first of all, speaks of the importance of tourist activities for the economy and society, and the need to regulate it in order to develop tourism.
We refer to natural conditions as climatic factors and geographical boundaries. Geographic boundaries are formed by transport communications (road network, river and sea routes), which connect the main centers that are of interest for conducting tourism activities or as points, as well as points where tourists arrive from other regions or countries, and which serve as the starting point of the journey. The geographical boundaries of the cluster depend on transport routes, the specifics of tourist resources, historical features of the development of the territory, etc., including climatic conditions.
The economic environment is determined by the level of economic development and the standard of living of the population, and these parameters have a huge impact on the cost of resources and the demand for goods and services, including for tourism purposes. The economic conditions also include the investment climate on the territory of the cluster, it is this climate that can ensure the development of the necessary elements of the cluster, for example, accommodation facilities and leisure facilities. This group of conditions must also include labor resources, first of all, due to the fact that tourism is a service sector, and each of its objects needs working hands, and the activities of workers in this area play a role in creating tourist experiences. Here, it is not only the quantitative provision of workers with tourist enterprises that matters, but also their qualitative characteristics.
The institutional component of an enabling environment is of great importance. The policy of the authorities in the field of tourism activities, its all third-party support, scientific research, constant monitoring ensure the development of the tourism cluster. It is worth noting that the unfavorable political situation, the administration's policy in the field of tourism or the peculiarities of the visa regime can become the main obstacles for the entry of tourists into the territory, and as a result, the development of the tourist cluster will be difficult, ineffective, and will not have the expected results.
Socio-cultural conditions are based primarily on the traditions and culture of the local population, which undoubtedly affects the hospitality. The sphere of education should also be attributed to social factors, since it is not only the potential for the development of qualified personnel for tourism enterprises, but also the basis for educational tourism. Along with educational institutions, research institutes of various profiles occupy a special place. This contributes to a more comprehensive analysis of all components of the cluster, its development opportunities, and the development of scientific tourism as well.
Of great importance in the cluster is the presence of stable ties between organizations focused on meeting the needs in tourism. Since the quality of tourist services depends on the quality of services provided by suppliers, it is impossible to create a high-quality competitive tourist product without stable economic ties between them. This feature directly follows from the definition of a cluster - because a cluster is, first of all, a community of firms that build their interaction on the basis of partnerships. This connection is based not only on the economic benefits of the participants, but also focused on the creation and implementation of quality tourism services.
The disunity of the cluster elements is manifested in one of the most important features of tourism in Russia. Tourism operators are trying to cope with this problem alone. During periods of low demand, they offer tourist products at minimal prices, special programs, trying to justify the investment.
All members of the tourism cluster should be interested in the development of the entire cluster as a whole, in the consistency of their actions, in making decisions that not only did not harm other participants, but, on the contrary, made a significant contribution to the development of tourism, neutralizing or smoothing out the risks that are inherent in almost all regions of Russia.
Cluster development of tourism will make it possible to organize effective cooperation between the regions of Russia, create an opportunity for innovative and industrial growth of the infrastructure of the tourism industry.
Mechanism for developing an algorithm for the formation and development of a tourist cluster
The Russian tourism industry faces a challenge how not only to survive, but also successfully compete in the tourist market, in the conditions of the openness of the national economy. One of the innovative directions for solving the most important economic problems in long term the prospect should be considered the formation of tourist clusters.
To avoid general and specific problems of the cluster approach, the characteristics of tourism, the key role is played by the problem of diagnosing socio-economic processes that determine the formation of tourist clusters.
We are offering tourist cluster formation algorithm , which can be used by state and municipal officials in the development of tourism clusters, the scientific community, entrepreneurs who are engaged in research and development of tourism. The main task is to diagnose the level and potential of the territory from the point of view of conducting tourist activities, which can serve as a basis for developing the most optimal directions for the development of the tourist cluster.
The study of socio-economic processes includes a number of successive stages.
At the preparatory stage , it is necessary to determine and justify the geographical boundaries of the cluster, as well as designate the centers of attraction of tourists within its limits. It should be borne in mind that the boundaries of the cluster can vary (from the scale of the city to the level of the region or adjacent territories), and on its territory it is possible to single out several centers of attraction for tourists, different in their main service, and not competing with each other. but complementary each friend.
To highlight the boundaries of the tourist cluster, the author proposes to use the concept of "tourist destination". A distinctive feature of the destination is that the determining factor is not a territorial feature, but the tourist interest that tourists pursue. Let me explain that a destination is a territory that offers a certain set of services that meet the needs of a tourist and satisfy his demand for transportation, overnight stays, food and entertainment, etc. (Morozov and entrepreneurship in social and cultural services and tourism. 2005)
A destination is such an internal qualitative characteristic of a tourist region, since a destination is a set of features inherent in a tourist region as a whole or its segments, affecting the degree of attractiveness, comfort and quality of service for tourists (Lysenko assessing the potential of a tourist complex (using the example of the Sakhalin Region): author. dis. ... candidate of economic sciences., Khabarovsk, 2008)
The boundaries of the cluster are determined by means of analyzing the spatial location of the main transport communications, the chain of settlements of interest to tourists, the time spent on the road, the location relative to neighboring countries and regions, the main suppliers of tourists. To establish the boundaries of a tourist cluster, it is necessary to determine the distance between the main centers of attraction for tourists. At the same time, this distance should be optimal for the movement of tourists by various types of transport, the time spent on the path and the physiological qualities of a person to overcome distances.
After determining the boundaries of the cluster, it is necessary to identify tourist potential cluster. It is recommended to analyze the available tourist resources (climatic, socio-economic, cultural and historical), identify the development potential and compare it with similar territories. Evaluating clusters from the point of view of potential, it becomes possible to move away from the single-industry vector of development, towards the multifunctionality of activities. Based on the assessment of tourist resources in terms of quality characteristics, conclusions can be drawn about their uniqueness, properties, geographical location, combination possibilities.
Further, they establish and justify the most common types of tourism, which are the base of the cluster. The development of the tourism cluster should be based mainly on those types and forms of tourism that allow the maximum and comprehensive use of the existing tourism potential. The most significant types for the development of tourism will be its specialization.
At the next stage, the tourism products of the cluster are determined. We propose to form the tourism products of the cluster as multiattribute services capable of satisfying the diverse needs of consumers of services. The multi-attributive nature of the services included in it contributes to the formation of a variety of tourism products, and, consequently, to the intensive development of the main and tourism-related industries. The most significant tourism goal is taken as the main (nuclear) service, while others are considered as additional - related. Within this stage, you need to formulate supplier structure specialized tourist services, since each type of tourism involves a qualitatively different composition of suppliers.
The functioning of the tourist cluster is impossible in the absence or insufficient level of development specialized tourist infrastructure- travel firms, providers of specialized travel services, serving tourism industries.
In our opinion, the following should be included in the performance indicators of the key firms in the cluster (tourist firms): SLIDE
In our opinion, such an indicator as a tourist's expenses in the study would help to predict the usefulness of using a tourist cluster, but, unfortunately, statistics on this indicator are usually hidden, and the amount of money spent on vacation is often forgotten by a tourist. And if cost data can be obtained, they are approximate at best and should be used with caution.
The official data also does not show data on the average duration of tourist trips. In the proposed study, this indicator is taken from 3 days (weekend tour) to 14 days (average vacation time). Unfortunately, statistics also do not publish data on the volume of the tourist flow of Russian regions; researchers are trying to analyze and predict such an indicator based on data on the number of tours sold.
Indicators of the development of infrastructure industries. They reflect the possibilities of receiving internal and external guests for the cluster, providing a variety of places for food and leisure, which increases the attractiveness of tourism centers. A list of indicators is proposed for each of the cluster components.
As for the objects of placement, the qualitative characteristics are important, which will correspond to the specialization of the cluster.
Special attention is paid to transport, including the provision of travel companies with their own vehicles, transport communications and infrastructure (equipment of points), their quality and throughput. The presence on the territory of the cluster of various types of transport (aviation, rail, road, river, sea) not only increases the flow of passengers, but also contributes to the development of additional types of tourism.
The study of the sphere of leisure and food will draw conclusions on the provision of the territory with these services, their ability to meet the demand for the development of the cluster and the increase in the tourist flow.
Data on the presented indicators can be obtained from regional statistical compilations and as a result of individual studies (information resources of the regions, thematic and marketing studies).
Presence related industries supporting tourism contribute to the extensive development of the cluster. The cluster can exist without these enterprises, but their participation contributes to the development of small and medium-sized businesses. The analysis should be carried out from the point of view of the possibilities of including certain enterprises in the cluster, their contribution to the development of promising types of tourism.
Research findings from specialized infrastructure help identify the most significant elements for the formation of a tourist cluster and the disclosure of its potential, and also give an idea of the accessibility, level, quality of tourist services and ways of their development.
As we have already said, one of the integral elements of the cluster is the favorable conditions in which it functions. Analysis of these factors contributes to the identification of additional opportunities and / or barriers to formation.
To study the conditions for the formation of a tourist cluster, it is important to analyze natural and climatic conditions... For the following factors: geographic location; borders with adjacent territories; characteristics of climatic conditions; the uniqueness of the territory and tourist resources.
The main results should be an understanding of the climatic conditions in the territory, which can vary to varying degrees the attractiveness of the cluster in accordance with a particular season, as well as the identification of potential suppliers of tourists external to the cluster.
To study the component of economic conditions, we propose to use the following general socio-economic indicators: GRP per capita and its growth; demographic characteristics (population size, economically active population, employment and unemployment rates); indicators of income of the population and the subsistence level; indicators of the volume of paid services to the population, and their share in the GRP; investments in fixed assets.
The indicators must be considered in dynamics, which gives an idea of the trends in the socio-economic development of the territory. Analyzing the GRP in the future, on its basis, it is possible to make a development forecast taking into account the formation of a tourist cluster, which, first of all, should replenish the budgets of the territories. This aspect of the influence of tourism on GRP is due to the increase in the provision of paid services to the population and tourists within the territorial boundaries of the cluster. Data on monetary incomes of the population contribute to the assessment of expenditures for the purchase of tourist services, and the size of the economically active population - the employment of the population.
When researching, one should not forget about the socio-cultural conditions prevailing in the territory, which, to varying degrees, may interest tourists, or be a serious barrier both for the development of the cluster, as well as a negative aspect of the life of the territory. (Safety, education, science).
Particular attention should be paid to institutional and legal aspects and the participation of state and municipal authorities in the support and regulation of tourism. By implementing the cluster approach, it is the state that should create a favorable environment and remove barriers to the development of clusters. Russian tourist clusters, which are on the way of formation and development, need state regulation. This aspect is proposed to be investigated in the following aspects - SLIDE!
Regulation is investigated for the presence of subdivisions in the structure of government bodies, the subjects of which are tourism and / or related activities and the political stability of the territory. It is also required to characterize the legislation regulating tourism activities in terms of compliance with federal legislation, reflecting the main provisions necessary for the regulation and development of tourism: goals and objectives of regulation, powers of authorities, forms and types of support, priority areas of development, etc. If necessary, compare it with the existing regulations of similar territories.
Institutional and legal conditions reflect the presence or absence of public organizations and associations related to tourism, interaction between the state, public and private sectors in the development of tourism. From the point of view of promoting tourism products of the cluster, it is important to have various information systems about the territory, tourism resources located on it, types of tourism, and the possibilities of tourism service providers.
The conclusions obtained as a result of the analysis of institutions make it possible to determine the main forms and methods of state support for the formation and development of tourist clusters, which can be direct and indirect. For example, law-making, stimulation, assistance to the subjects of the tourism industry, coordination of the interaction of various cluster members in solving common problems.
When studying the socio-economic processes that determine the formation and development of tourist clusters, it is necessary to establish the existence of a relationship between the elements. SLIDE. If they are not traceable or clearly defined, then a cluster regulation mechanism should be used. The allocation of specific types of ties is carried out on the basis of an analysis of the processes of specialization, cooperation and combination, taking into account the territorial characteristics of tourist demand and supply in terms of: creating conditions for the development of clusters, the use of tourist resources; to ensure the functioning of the tourist infrastructure; on the use of labor resources; for training and advanced training of personnel.
Based on the results of the study of the external environment, it is necessary to identify the risks of conducting tourist activities SLIDE. And conduct a SWOT analysis for the cluster as a whole, the main results of which should be the possibilities for the formation and development directions of the tourist cluster. They will become the basis for the development of interregional plans for the development of tourism and its mesoeconomic regulation.
The research results are identification the tourist cluster and its distinctive characteristics, in identifying the elements that should be paid attention to in the first place, making recommendations on the main directions of development, as well as making a forecast.
The presented algorithm and indicators can be used both in the process of formation of a tourist cluster and for the subsequent assessment of the dynamics of its development, thanks to which a powerful tool appears for the formation of a range of practical solutions and their adjustment in the field of tourism development. The proposed indicators need to be adapted to the cluster approach, and, if necessary, develop and implement other indicators for the analysis of the cluster, depending on the objectives of the study. This is important from the point of view of incomplete reflection of tourism activity in statistics of all levels, its cross-sectoral nature, and close relationship with the main sectors of the economy.
An effective tool for the formation of the tourism industry as a highly profitable competitive complex can and should be a cluster approach, which will allow creating and developing modern infrastructure, uncovering the tourism potential, and increasing the contribution of tourism to the sustainable development of its territories.
In general, this methodology makes it possible to identify the tourist cluster of the territory, determine its most important characteristics and their state, and also identify its main problems.
The proposed approach allows for the mesoregulation of tourism development, using the specifics of each region. Regional authorities interacting on tourism issues should take into account the results of the analysis of the main elements when developing joint plans for socio-economic development.
By applying this methodology to the process of forming the Sakhalin tourism cluster, we can conclude the following:
1. The Sakhalin Region has a significant potential of attractive tourist resources for the development of inbound and domestic tourism.
2. During the formation of the Sakhalin cluster, the administration formed and processed a large information base on the main elements of the cluster.
3. Creation of cadastres of tourist resources contributes to the most complete understanding of the potential of the study area, which is able to ensure not only the effective use of natural objects, but also to ensure their protection from the risks associated with tourism activities.
4. The ways of promoting tourism products of the region have been identified.
But there is also a number shortcomings, among them we single out:
1. Formation of a tourist cluster according to our methodological recommendations have passed several important stages.
2. With all the diversity of natural and social tourist resources, their uniqueness in comparison with similar territories has not been proven, that is, the competitive advantages of Sakhalin have not been highlighted.
3. For the successful formation of a cluster, it is necessary to clearly identify the types and forms of tourism, which at the initial stage of formation will determine its development.
4. The main segments of the consumers of the cluster's tourism products, which should constitute the main tourist flow, have not been identified.
5. There is no idea how tourists will arrive at the territory of the cluster, due to its remote and specific geographic location.
First. Expand the boundaries of the cluster, based on the principle of interregional interaction, that is, include in the cluster objects located in the Primorsky and Khabarovsk territories. This is due to a number of reasons: the insular position of the Sakhalin Oblast necessitates visiting these regions on the way. In this case, Khabarovsk and Vladivostok may not act as a transit region, where only a transfer is provided, but will be secondary destinations (or a stopover), where the main task will be to meet the needs of tourists for 1-2 or more days, being also a place to attract tourists to meet their travel needs. In this case, tourists visiting the Far East from distant regions will knowingly plan a long trip. At the same time, Vladivostok and Khabarovsk, having their own tourist resources, together with the potential of Fr. Sakhalin and the Kuril Islands - will create unique multiattribute products capable of satisfying a variety of tourist needs. The analysis of the potential of the regions showed that this will be a successful combination in terms of economic, natural, investment and other indicators.
Second. It is necessary to determine the types of tourism that will form its base at the initial stage of cluster formation. The scientific community concluded that the cluster, as a rule, takes about 10-15 years to form. For this, it is necessary to determine the initial development base, and then connect the most compatible types of tourism. And to provide such a tourist infrastructure, which at this initial stage corresponded to the selected types of tourism. An attempt to develop all directions at the same time carries the risk of a lack of financial resources, qualified personnel, etc. The establishment of the main types of tourism entails the determination of that segment, or those segments of consumers of services of the Sakhalin cluster, which will be aimed at promoting the tourism products of the Sakhalin cluster, in first of all.
Third ... It is necessary to establish, define and substantiate the uniqueness of the cluster's tourism resources. In order to answer the question: How to attract a potential tourist? What product (unique) will be offered to him?
Fourth ... To increase the tourist flow to the Sakhalin tourist cluster, due to its island position, the following is proposed. Establish contacts with airlines and carriers to organize charter delivery of tourists to the cluster. These centers for gathering tourists can be - Moscow, Yekaterinburg, Krasnoyarsk, Novosibirsk, Irkutsk. They will take over the functions of gathering tourists from the adjacent territories. And the cost of flights may be included in the cost of tourism products offered by the Sakhalin tourist cluster - as it has long been used when organizing tours to foreign destinations popular among Russian tourists (Turkey, Egypt, Thailand). This will answer the question How to reduce the cost of delivery and, accordingly, the cost of a tourist product?
Thus, the implementation of the Sakhalin Tourism Cluster project will make unique tourist resources available to a wider range of consumers, and will make a significant contribution to the socio-economic development of the regions.
Thank you for attention! I am ready to answer your questions about the presented material.
Model - 1) a material or mentally imagined object that, in the process of studying, replaces the original object, retaining some of its typical features important for research. 2) any image, an analogue of any object, process, phenomenon.
The term "cluster" has been popular among economists since the late 1980s. Now the use of the cluster approach is considered as one of the most effective ways to develop territories.
Translated from English, the word "cluster" means "bundle", "bunch", "group", "concentration", "gather in groups", "grow in bundles". Initially, the term "cluster" appeared in statistics and computer science, and then began to be used in economics.
In the specialized literature, the phenomenon of territorial concentration within the production system is called an economic cluster. Michael Porter, professor at the Harvard Business School, one of the most authoritative researchers of the competitiveness of countries and regions of the world, the author of the concept of industrial clusters, gives the following definition: community of activities and complementary to each other. The geographical scale of the cluster, - continues M. Porter, - can vary from one city or state to a country or even a number of neighboring countries.
The cluster has a number of distinctive features. The territorial concentration of economic units as an indispensable condition for the formation of a cluster was discussed above. Two other features characterize it as a system. In the concept of M. Porter, the emphasis is placed on the connections within the cluster between its participants - the main manufacturing companies, auxiliary (accompanying) industries, as well as different institutions and: beliefs and research and organizations and government structures. The cluster is much more complex than a simple combination of firms for joint marketing activities or consistent procurement policies. It assumes their deeper technological cooperation based on participation in value accumulation systems. At the same time, firms are not only involved in the process of cooperation, but, which is very important, continue to compete with each other selectively, in certain areas. This competitive proximity is the driving force behind constant product and technological innovations aimed at increasing the productivity of all factors of production, and ensures the rapid diffusion of innovations. A special innovative environment is being formed in the cluster, contributing to the increase in the competitiveness of its member firms and the prosperity of the region. “Thus,” writes M. Porter, “a cluster can be defined as a system of interconnected firms and organizations, the significance of which as a whole exceeds the simple sum of its constituent parts.”
Federal Law No. 116-FZ of 22.07.2005 "On Special Economic Zones in the Russian Federation" as amended by from 17.11.2011 introduced the concepts of "cluster" and "cluster management company". According to the law, "Cluster- a set of special economic zones of one type or several types, which is determined by the Government of the Russian Federation and which is managed by one management company ”.
"Cluster management company- an open joint-stock company, which was created in order to implement agreements on the creation of special economic zones and one hundred percent of the shares of which belong to the Russian Federation, or a business company, which was created with the participation of such an open joint-stock company for the indicated purposes, or another business company, which has entered into with an authorized An agreement on the management of a special economic zone by the Government of the Russian Federation by the federal executive body ”.
The tourism industry has a number of features that give relevance to the cluster approach in the development of the field of recreation and travel. One of the main features is that the tourism industry is closely interconnected with other sectors of the economy. Industry and agriculture, construction and trade are involved in meeting the diverse and complex tourist demand. According to the US Department of Commerce, 24 sectors of the country's economy are involved in serving visitors. In this regard, it is extremely difficult to isolate the tourist component and draw clear boundaries of the tourist sector.
The tourism industry confirms the general patterns of the formation and functioning of clusters, as well as the specifics of their manifestation in this area, since the specificity of tourism is such that enterprises involved in this industry should in any case be geographically localized, i.e. be in the place of providing services to tourists. If in the production sphere suppliers of raw materials, semi-finished products can be located thousands of kilometers from the enterprise producing finished products, then in tourism such a situation is impossible. Organizations providing tourists with basic, additional and related services must be located in the places through which the tourist route passes.
In the Federal Target Program for the Development of Domestic and Inbound Tourism in the Russian Federation (2011-2018), approved by the decree of the Government of the Russian Federation, the cluster is defined as follows: and related services provided with the necessary supporting infrastructure ”.
We will adhere to the definition given in the FTP. A specific feature of the emergence of a tourism cluster is the need to create technological ties (mainly business ties) between enterprises and sectors of the economy involved in both the production and sale of tourism products and services, i.e. creating conditions for the implementation of the tourist and recreational potential of the region.
Tourist clusters are formed on the basis of the key tourist and recreational resources of the region. In addition to enterprises and organizations that ensure the production and sale of tourism products and services, representatives of the administration, research institutes, educational institutions, professional associations, representatives of the public, etc. can become members of the tourism cluster. The tourist cluster can be formed both at the local (municipal) and regional levels. There are also examples of inter-regional tourism clusters.
There is an active discussion in the scientific literature about the characteristics, structure and classification of tourist clusters.
Researchers identify the following features of a tourist cluster:
- 1. Availability of unique tourist resources. Unique tourist resources greatly simplify the creation of a competitive tourist product by tour operators and its promotion to the national and world markets. There are such world-famous objects - brands ("business cards" of countries) that most people dream of seeing, and people will know about them long before buying a tour package. For example, anyone, even a poorly educated person, knows about the Eiffel Tower, the Great Wall of China, and the Egyptian pyramids. And such knowledge is not the result of the marketing efforts of tourist clusters in France, China or Egypt, therefore, tour operators of these countries have the opportunity to create unique tourist products on the basis of available unique tourist resources, the promotion of which will take less financial and organizational efforts in comparison with tourist products from other territories. On the other hand, for example, in terms of tourism, the Yaroslavl and Vladimir regions are identical in our view. Although these regions have objects of interest to tourists, the average Russian (not to mention a foreigner) will not be able to say how the tourist objects of the Yaroslavl region differ from the objects of the Vladimir region, therefore tour operators of these territories need to create innovative tourist products, create brands to spend significant financial resources for their promotion to the world market.
- 2. Presence on the territory of tourist organizations selling competitive tourist products. The presence of such tourism products, on the one hand, suggests that this area is interesting for tourists, on the other hand, it creates a basis for the development of industries related to tourism, and the involvement of the local population in tourism activities. If the territory does not have competitive tourism products, then it will not be able to develop as a cluster, since investments, financial, organizational and other resources will not be involved in the tourism industry and in all related industries.
- 3. Existence on the territory of infrastructure sufficient for the organization of tourist activities. When doing business, tour operators rely on the tourism resources and infrastructure of the region. Even with the high attractive properties of tourist resources, without the availability of transport communications, communications, communal infrastructure and other facilities and facilities, the tourist business for a wide range of consumers is impossible.
- 4. The presence of stable economic ties between organizations, focused on meeting social needs for recreation. This feature directly follows from the definition of a cluster given by M. Porter. Economic ties between firms are necessary for organizing tourist business processes, lobbying interests, overcoming common problems, supporting coordination of actions, implementing joint projects, and conducting joint marketing. Since the quality of tourist services is highly dependent on the quality of services provided by suppliers (catering enterprises, transport, hotels, etc.), it is clear that it is impossible to create a high-quality and competitive tourist product without stable economic ties.
The closeness of economic ties, which manifests itself in various models of interaction, is also important. Interaction can be carried out through formal and informal meetings, legal relationships between firms, the creation of associations, unions, partnerships and self-regulatory organizations. The presence of self-regulatory tourism organizations on the territory and the facts of the implementation of joint projects indicate a high closeness of economic ties between organizations operating in tourism. I [for example, the implementation of joint projects requires a high degree of trust between partners, exchange of experience and information, coordination of activities, etc.
- 5. The ability of the territory's travel agencies to attract tourists, characterized by high demands on the quality and composition of tourist services. Such tourists are foreign citizens and VIPs. The presence of these categories of tourists among the consumers of tourist services indicates that this territory has some unique characteristics that are interesting for tourists who have dozens of alternative options for their recreation, and the local tourist complex is able to create such tourist products and conditions for recreation that are acceptable for demanding tourists. On the other hand, the arrival of VIPs creates an informational occasion for the media, draws public attention to the territory, which ultimately leads to an increase in tourist traffic to the region.
- 6. The presence of state and non-profit institutions to support tourist activities in the region. Such institutions appear as a fact of recognition of the importance of this activity for the economy of the territory and as a realized need for regulation and development of the region's tourism business.
The signs listed above make it possible to determine the presence or absence of a tourist cluster in the study area (Fig. 2.1, 2.2).
Based on the definition of a cluster, given by M. Porter, and the proposed signs of the presence of a tourist cluster, it is possible to distinguish between the concepts of "destination" and "tourist cluster". Comparing these terms, we can conclude that any tourist recreational cluster is a local destination, but not every destination can be recognized as a cluster. Destination is a much broader concept. In the definition of the cluster, the emphasis is placed not on the territory of interest to tourists, but on a geographically localized group of economic entities involved in tourism and related industries. If a territory has certain features (suggested above), then it can be called a cluster, but for an area called a "destination", the presence of such features is not necessary.
Rice. 2.1.
Rice. 2.2.
Based on the analysis of existing tourist clusters II.II. The Pidgurskaya identified a typical cluster structure.
The structure of the tourist cluster can be represented in the form of four segments:
- 1) "Cluster core" are tour operators and travel agents who are engaged in the creation, promotion and sale of tourism products. These organizations are the main initiators of change and the "driving force" of the cluster. The appearance and state of the cluster largely depends on their actions;
- 2) "The basis of the cluster»- enterprises that provide tourists with transport services, food, hotel services, recreation, treatment and entertainment. These services are the essence of the tourist product and without these enterprises the existence of a cluster is impossible. Formal relations of tour operators with such enterprises, as a rule, are legally formalized;
- 3) adjacent, serving the enterprise cluster- organizations providing additional and related services to tourists. These include consumer services, rental, exhibition centers, souvenir companies, insurance organizations, financial organizations, retail outlets. A tourist product can be sold without these enterprises, but this leads to a loss of cluster income and a deterioration in the quality of tourist services. Formal and informal ties between tour operators and companies in this group are weaker than in the previous group;
- 4) cluster infrastructure. Ensures the normal operation of all parts of the cluster.
Includes the following components:
- general infrastructure - a set of engineering, transport, communication, energy and other means and structures that ensure the normal life of the region;
- special tourist infrastructure. It includes access roads on the territories of tourism objects, walking paths, autonomous sewage and disposal systems, separate networks and energy facilities, telecommunications;
- information infrastructure, which includes information centers, websites, tourist offices in target markets and information facilities (stands, information bureaus, street name plates, etc.) located in settlements.
The entire infrastructure of the cluster creates not only a certain platform for its operation, but also outlines its spatial and functional limitations. Infrastructure that does not meet the needs of the tourist cluster in terms of its level of development becomes its bottleneck, hindering overall development and deforming the geographical framework and structure of the cluster.
The development of the tourist cluster is greatly influenced by its external environment: economic, political, socio-cultural and natural environment.
Since a cluster, by definition, is a group of geographically interacting companies and organizations, it must have a territorial reference. Consequently, the cluster has its own geographic boundaries. The geographical boundaries of a tourist cluster can be determined by analyzing the totality of tourist routes. The geographical framework is formed by transport communications (road network, river and sea communications), which interconnect the "strong points" of the cluster within its borders. "Strong points" are settlements that are of interest for the organization of tourist activities and have the necessary infrastructure, enterprises and facilities.
In addition to "strong points", a tourist cluster may have "centers of tourist flows" - large settlements through which tourists from other regions and countries arrive in the cluster. As a rule, such centers are not only points of arrival and departure of tourists, the starting point of all routes, but they themselves have powerful tourist resources.
In an era of high international competition, tourism demand is undergoing significant dynamic changes. In this regard, it is necessary to develop new principles and approaches to the formation and promotion of the tourism product of the Republic of Kazakhstan on the part of interested structures in order to create the most effective system of tourist "experience" for domestic and international visitors. It should be taken into account that, despite the uniqueness and quality of the tourist product, the lack of a highly developed infrastructure (transport infrastructure,
telecommunication channels, consumer services, etc.) reduces the degree of travel satisfaction, which, as a result, leads to a decrease in the number of tourist arrivals and a decrease in the level of competitiveness of the territory in the domestic and world tourist markets.
In this regard, it is necessary to develop new approaches to organizing tourism at various territorial levels (country, region, district, city). One of these methods is the cluster approach.
Currently, for domestic tourism, the task of forming clusters in order to increase the competitiveness of the corresponding administrative-territorial entity has become the most urgent.
A tourist cluster is a concentration within one limited area of interconnected enterprises and organizations engaged in the development, production, promotion and sale of a tourist product, as well as activities related to the tourism industry and recreational services.
The purpose of creating a tourism cluster is to increase the competitiveness of the territory in the tourism market through a synergistic effect, including:
improving the efficiency of enterprises and organizations included in the cluster,
stimulating innovation and development of new tourism destinations.
The creation of a tourism cluster actually determines the positioning of the territory and influences the formation of a positive image of the region, which in general will create highly integrated tourism offers and competitive tourism products. In Kazakhstan, it is possible to create five tourist clusters: Astana, Almaty, East Kazakhstan, South Kazakhstan and West Kazakhstan.
Cluster Astana - this is a cluster that includes the city of Astana, Akmola region, southwestern part of North Kazakhstan region, western part of Pavlodar and northeastern part of Karaganda regions. The city of Astana will be the center of the cluster, where the following key places of tourist interest are located:
"Kokshetau";
State National Natural Park
"Burabay";
State National Natural Park
"Buyratau";
the city of Karaganda;
Karkaraly State National
nature Park;
Bayanaul State National Natural Park.
In the future, the cluster may be supplemented with new places of tourist interest included in the preliminary list of UNESCO: burial mounds with split boulders of the Tasmola culture, dating back to the megalithic period, the Begazy-Dandybaevskaya culture burial grounds, as well as objects included in the Serial transnational nomination "Silk Road" (Bozok ).
Astana, with its surroundings and Borovsk resort area, will become the center of nomadic culture and diversity of the steppe. The main tourism products that will be developed in this cluster are MICE tourism, cultural tourism and tours, recreation in the mountains and lakes, and short-term vacations.
Cluster Almaty - this is a cluster that includes the city of Almaty and part of the Almaty region. The city of Almaty will be the center of the cluster, which identifies the following key places of tourist interest:
archaeological landscape of Tamgaly with petroglyphs (UNESCO site);
State National Natural Park "Altyn-Emel", included in the preliminary list of UNESCO;
Charyn canyon on the territory of Charyn
state national natural park;
Reservoir Kapchagay;
ski areas near the city of Almaty with the Ile-Alataui
a state national natural park included in the preliminary list of UNESCO;
tourist center "Zhana-Ile".
In the future, the cluster may expand and include other parts of the Almaty region, as well as present new places of tourist interest - Lake Balkhash and the Zhetysu Alatau mountain range with the Eshkolmes petroglyphs included in the preliminary UNESCO list, as well as the Issyk burial mounds and objects included in the serial transnational nomination “ Silk Road ”(settlement Talgar, Boraldai Saka burial mounds).
Almaty will become the center of international mountain, business and ski tourism and will be positioned as a cluster "Entertainment in the city and in the mountains." The main tourism products that this cluster will represent include MICE tourism, cultural tourism and tours, recreation in the mountains and lakes, and short-term vacations.
Cluster East Kazakhstan includes the northern and eastern parts of the East Kazakhstan region. The city of Ust-Kamenogorsk will be the center of the cluster, in which six key places of tourist interest are identified:
objects of the State Historical and Cultural Reserve-Museum "Berel";
reservoir Bukhtarma;
Ertis river - Zhaisan lake;
Katon-Karagai State National Natural Park;
Kalzhirsky canyon;
Ridder - Anatau and Ivanovskie mountains;
Lake Alakol;
the city of Semey.
In the future, the cluster may expand to include the remaining parts of the East Kazakhstan region.
The East Kazakhstan cluster will be positioned as the "World of Natural Wonders" and will be the center for the development of ecological tourism. The main tourism products to be developed in this cluster include active and adventure tourism, recreation in the mountains and lakes.
Southern Kazakhstan is a cluster that includes the central and eastern parts of the Kyzylorda region, the southern part of the South Kazakhstan region and the southwestern part of the Zhambyl region. The city of Shymkent will be the center of the cluster, which presents the key places of tourist interest:
objects of ancient Turkestan and the State Historical and Cultural Reserve-Museum "Azret-Sultan" (UNESCO site);
archaeological sites of the medieval settlement of Otrar and the Otrar oasis, included in the preliminary list of UNESCO;
archaeological complex Sauran;
Karatau State Natural Reserve with Paleolithic areas and geomorphology; Arpa-Uzen petroglyphs included in the preliminary list of UNESCO;
Sairam-Ugam State National Natural Park;
Baikonur cosmodrome;
the cities of Kyzylorda, Saryagash, Taraz.
In the future, the cluster may expand, including the rest of all three regions, as well as present new places of tourist interest, such as the Turkic shrine of Merke, included in the preliminary list of UNESCO, as well as sites included in the serial transnational nomination "Silk Road" (monuments of the Jetasar oasis , Syganak settlement).
The South Kazakhstan cluster will be positioned as the “Heart of the Great Silk Road”. The main tourism products to be developed in this cluster are cultural tourism and tour.
Western Kazakhstan is a cluster that includes the entire Mangistau region and part of the West Kazakhstan region. Aktau city will be the center of this cluster, where the following key places of tourist interest are located:
underground mosques Beket-Ata, Shopan-Ata and Karaman-Ata, the mausoleum of Omar and Tur;
necropolises of the Mangyshlak peninsula;
Sherkala mountain;
Karakiya - Karakol State Nature Reserve;
complex of monuments "Bokeevskaya Horde";
resort "Kenderli".
The Western Kazakhstan cluster will be positioned as the "Caspian Riviera". The main tourism products to be developed in this cluster include beach tourism, cultural tourism and touring.
As part of the implementation of the International Transport Corridor Western Europe - Western China, it is planned to create a modern tourist infrastructure for accommodation, recreation and receiving the necessary services for tourists with reference to the unique tourism objects of the regions and with appropriate conditions at the western and eastern “border gates” of the republic.
Other parts of Kazakhstan. For regions that are not included in the cluster, as well as at the district levels, it is necessary to identify promising tourism products for the development of, mainly, domestic tourism. In this case, it is advisable to develop and implement small projects to develop the relevant infrastructure.
For all regions of Kazakhstan, one of the most attractive tourist products can be attributed to ecological tourism, which is one of the priority types of tourism, including travel to places with relatively untouched nature in order to get an idea of the natural, cultural and ethnographic features of the area.
At the same time, such visits should not violate the integrity of ecosystems and create conditions under which the protection of nature and natural resources becomes beneficial for the local population.
Taking into account the country's planned course towards the transition to the principles of a "green economy", an example of agritourism is indicative not only as a generator of alternative employment for the rural population, providing financial support for the regional economy and the development of environmentally friendly agricultural production. Agritourism is a powerful tool for environmental protection, contributing to the involvement of the local population in this process, for which respect for nature will become economically beneficial.
Since the prospects for the development of rural tourism are great in all regions of Kazakhstan, local executive bodies for tourism need to ensure the modernization of the existing, and, if necessary, the creation of a new tourist infrastructure, to determine mechanisms of state support for the formation and development of SMEs in the region engaged in tourism, to ensure the development of methodological manuals, to provide advisory assistance to entrepreneurs opening guest houses, to identify an effective tool for information support and promotion of guest houses at the local and regional levels.
To guarantee the high quality of the services provided, it is necessary to resolve the issue of developing a unified classification of rural rest houses, to determine the criteria for this classification and to single out uniform standards for rural guest houses.
There are also great prospects for the development of tourism for the border regions of Kazakhstan. It is advisable to deepen international cooperation, create and develop joint tourist routes, including one / two-day excursions for citizens of neighboring countries, holding cultural festivals.
In general, local executive bodies need to strengthen interaction with the central authorized body in the field of tourism, revise / develop regional master plans for the development of tourism in the short / long term, constantly update databases containing a list of functioning tourism organizations, tourist infrastructure facilities, including places of accommodation by type, entertainment and other objects.
It is necessary to strengthen work with entrepreneurs in the field of tourism, as well as related fields of activity, to determine the levers that contribute to the effective operation of state support instruments at the local level. Determine the training of tourist personnel in the region as one of the priorities, maintain close contact with educational institutions that train tourism personnel.
Also, one of the priority areas of activity for all areas is the development of social tourism, which provides opportunities to meet the needs for tourism services within the country of certain categories of the population, including elderly citizens and people with disabilities. In partnership with the private sector and industry associations, it is necessary to intensify efforts to promote incentive tourism and introduce a mechanism to reward workers with holiday vouchers in the country. Measures for the development of social tourism will include economic incentives for organizers of social tourism and benefits for its participants in the provision and receipt of tourism services, the creation, reconstruction and operation of social tourism facilities.
- Skopa Vitaly Alexandrovich, Doctor of Science, Associate Professor, Professor
- Altai State Pedagogical University
- CLUSTER APPROACH
- SPECIAL ECONOMIC ZONE
- TOURISM
- CLUSTER
The article discusses the theoretical foundations of the tourism cluster. The use of the cluster approach in the travel industry in the conditions of a transitional economy is very relevant and is associated with a number of features of this industry. The use of the cluster approach for the strategic planning of regional tourism leads to a large-scale multiplier effect. The central concept of the cluster is tourist resources, they play a decisive role in the development of tourism, because they are more the main motive and reason for people to participate in tourist trips.
- Pilgrimage tourism and its place in the system of tourist activities
- The history of the development of sports tourism in Russia and abroad
- The current state and prospects for the development of sports tourism in the Altai Territory
- Innovative solutions as a method for the development of an electric power enterprise
In the context of the global financial and economic crisis and in tourism, it became necessary to strengthen partnerships between the state, business, education and science. The restructuring of the ways of organizing production and the territorial structure of tourism was facilitated by the development of a market economy in Russia. The cluster approach was recognized as the main method for the development of the tourism industry.
The use of the cluster approach in the travel industry in the conditions of a transitional economy is very relevant and is associated with a number of features of this industry. First of all, with the intangible nature of the tourist product created in a specific territory, based on local resources in the interaction of economic entities and the regional administration and the presence of close inter-industry ties.
The use of the cluster approach for strategic planning of regional tourism leads to a large-scale multiplier effect.
A cluster is a geographically concentrated group of interconnected companies, specialized suppliers, service providers, firms in relevant industries, as well as related organizations in specific areas that compete but also work together.
The central concept of the cluster is tourist resources, they play a decisive role in the development of tourism, because they are mostly the main motive and reason for people to participate in tourist trips.
The Law of the Russian Federation "On the Basics of Tourist Activity in the Russian Federation" provides the following interpretation of tourist resources - these are natural, historical, socio-cultural objects of historical display, as well as other objects that can satisfy the spiritual needs of tourists, contribute to the restoration and development of their physical strength.
A tourist cluster is a set of tourist and recreational special economic zones created by the decision of the government of the Russian Federation and located on one or several parts of the territory of the constituent entities of the Russian Federation and municipalities determined by the government of the Russian Federation.
The management company of a tourism cluster is a legal entity in the form of an OJSC, established on the basis of the principles of public-private partnership, to which, by decision of the government of the Russian Federation, certain powers can be delegated to manage tourist and recreational special economic zones (SEZ) that are part of the tourism cluster.
The bill also states that at the time of the establishment of the tourist and recreational SEZ, which is part of the tourist cluster, the land plots forming this zone may be owned, used or at the disposal of citizens or legal entities. The life of the tourist and recreational SEZ, which is part of the tourist cluster, can be extended by the decision of the Russian government for no more than 29 years.
At the time of the creation of a tourist and recreational SEZ, which is part of a tourist cluster, the land plots forming this zone may be owned, used or at the disposal of citizens or legal entities.
The draft law proposes to expand the existing simplified migration regime for highly qualified foreign specialists involved in working in the cluster.
The purpose of creating a tourism cluster is to increase the competitiveness of the territory in the tourism market through a synergistic effect, including:
- improving the efficiency of enterprises and organizations included in the cluster,
- stimulating innovation,
- stimulating the development of new directions.
The creation of a tourist (or tourist-recreational) cluster determines the positioning of the territory and influences the formation of the image of the region.
The founders of the cluster approach were A. Marshall and B.S. Yastremsky, and initially it was applied to industrial production, but Michael Porter, a professor at the Harvard Business School, became the popularizer of the idea of industrial clusters to increase regional competitiveness.
The prerequisites for the emergence of the cluster were presented by M. Porter in the famous "rhombus of competition". In addition to traditional factors - conditions of demand, a competitive environment and the availability of supporting industries - such specialized factors as qualified personnel, infrastructure and capital should be created (and not inherited!) In a specific territory. The creation of these specialized factors requires a long and sustained investment that is difficult to replicate. This creates a competitive advantage for the cluster, which is difficult to replicate.
We consider the following as the main characteristics of tourist clusters:
- the presence of cooperation between the subjects of the tourism cluster (business structures, authorities and government agencies, public organizations) operating in the tourism industry and related industries (in the form of public-private partnerships, associations, unions, etc.);
- joint use by the subjects of the tourist cluster of tourist resources of the territory on which the tourist attractors are located, with the existing tourist infrastructure (object of the tourist cluster):
- the presence of vertical (within the product chain of the tourism industry) and horizontal relationships (between the structures involved in the production of the tour product) between the participants of the tourism cluster;
- the presence of a single goal for the functioning of the tourist cluster, which consists in increasing the competitiveness of the objects and subjects of the cluster, as well as meeting the recreational needs through the formation, promotion and sale of the tourist product of the region.
Cluster types:
- according to the stage of the life cycle, they are distinguished: preclusters, nascent clusters, developing clusters, mature clusters, dying out;
- by types of tourist attractors are distinguished: museum clusters, entertainment clusters, sports clusters, ecological clusters, ethnographic clusters, spa and other types of clusters. As a rule, several tourist attractions are combined in one tourist cluster;
- by types of tourist resources are distinguished: water (sea, river, lake) clusters, forest clusters, mountain clusters, mixed clusters;
- by scale they are distinguished: local, regional clusters, national clusters, transnational clusters;
- by the form of management, we propose to distinguish between the following types of clusters: managed by business structures, managed by a public authority, managed on the basis of public-private partnership;
- according to the method of formation, target and historical ones are distinguished.
The benefits from the formation of a recreational cluster are in the following main aspects:
- entrepreneurial structures coming from other industries accelerate their development, stimulating the introduction of innovations and attracting investment resources for the implementation of new strategies in the recreational cluster;
- there is a free exchange of information, which leads to the rapid diffusion of innovations through the channels of resource providers or consumers of recreational services interacting with competitors;
- interrelationships within the recreational cluster lead to the emergence of new ways in competition and create new opportunities for its development;
- new combinations of labor resources and entrepreneurial ideas emerge;
- the recreational cluster reacts dynamically to changes in the external environment (depending on the market conditions and other influences of the external environment, it can expand, and under unfavorable conditions, it can contract).
The configuration of the tourist cluster, according to S. Nordin, is:
- a complex of tourist resources that attract non-indigenous residents of the territory;
- concentration of companies aimed at meeting tourist demand: restaurants, accommodation sector, transport services, crafts and travel agencies, etc .;
- sectors and industries aimed at supporting tourism services;
- environmentally friendly and cheap infrastructure (roads, fuel, sewerage, medical care);
- companies and institutions that provide the necessary qualifications for personnel, information support and financial capital;
- internal agencies organizing and implementing the cluster concept;
- state bodies, regulating and coordinating structures influencing cluster formations.
For the cluster to take place as a viable, self-sufficient, successful and effective organization, according to Professor M.P. Voinarenko, five conditions are necessary - "5I":
- initiative;
- innovation;
- information - availability, openness, knowledge exchange, creation of databases and web pages;
- integration;
- interest.
Under the tourism cluster, we propose to understand the totality of business structures, authorities and government agencies, public organizations operating in the tourism industry and related industries, jointly using the tourism resources of a particular region to form, promote and sell its tourism product in order to meet recreational needs and improve its competitiveness and competitiveness of the regional economy.
A distinctive feature of the cluster is targeted entrepreneurial activity.
12 characteristic features of clusters:
- research and development opportunities;
- workforce qualifications;
- development of labor potential;
- proximity of suppliers;
- availability of capital;
- access to specialized services;
- relationships with equipment suppliers;
- associated structures;
- the intensity of the formation of networks;
- entrepreneurial energy;
- innovation and learning;
- collective vision and leadership.
7 main characteristics of clusters:
- geographic: building spatial clusters of economic activity from purely local (for example, gardening in the Netherlands) to truly global (aerospace clusters);
- horizontal: several industries / sectors can be included in a larger cluster (for example, the system of mega-clusters in the Dutch economy);
- vertical: clusters may contain adjacent stages of the production process. At the same time, it is important who exactly from the network participants is the initiator and final performer of innovations within the cluster;
- lateral: the cluster brings together different sectors that can provide economies of scale, which leads to new combinations (for example, a multimedia cluster);
- technological: a set of industries using the same technology (for example, a biotechnology cluster);
- focal: a cluster of firms concentrated around one center - an enterprise, research institute or educational institution;
- quality: it is not only important whether firms do cooperate, but how they do so. The network does not always automatically stimulate the development of innovations.
Cluster strategic development projects:
- optimization of activities and popularization of the cluster: conducting trainings, business seminars, briefings, participation in tourism exhibitions, creating a cluster website, issuing advertising materials and press releases, holding periodic economic and tourism forums;
- organization of ecological-historical, scientific-educational and in-these tours based on the study of interesting territorial centers;
- organization of types of tourism that are promising for a given territory;
- expansion of the network of catering establishments of various types;
- organization of cultural forms of leisure (film, song festivals) within clusters, etc .;
- debugging the relationship between intermediary organizations (trade, transport, distribution, marketing firms, banking and financial institutions, etc.).
Resource potential of the tourism cluster:
- material and technical base;
- contingent of specialists to ensure the recreational process;
- natural and recreational potential;
- excursion objects: houses-estates of prominent people, castles, architectural ensembles, local history museums, memorial complexes, places of worship, etc .;
- objects of ecological tourism: territories of national natural parks, botanical, landscape, entomological and hydrological reserves, parks, arboretums, etc.
The efficient use of the resource potential of the cluster contributes to the clear identification of the market factor within its boundaries - tourist demand - tourist supply.
A. Marshall is considered the founder of the theory of clusters.
The phenomenon of clusters was first studied in detail by the renowned scientist Michael Porter in his study of the conditions for the development and activities of the 100 most competitive groups of large, medium and many small enterprises located in different countries of the world. Such groupings of enterprises of the same industry are formed because one or several large firms, achieving competitiveness in the world market, extends their influence and business ties to the immediate environment, gradually creating a stable network of the best suppliers and consumers. In turn, the successes of such an environment have a positive impact on the further growth of the competitiveness of all members of this grouping of the company. Such formations are clusters.
For cluster members, access to information on various aspects of activities is expanding, the possibility of creating a computer center and using the Internet to obtain information about available free material resources, sales markets, opportunities for entering foreign markets, establishing relations with production partners, as well as obtaining information about competitors, both in the domestic and foreign markets.
The essence of the creation of clusters is to create conditions for the innovative development of tourism on the basis of scientifically grounded integrated solutions, as well as commercial mechanisms.
The structure of the core of the tourism cluster includes many companies (travel operators) that produce or form a tourism product in its various forms.
The main reason for the need to form a cluster at any territorial level is to increase competitiveness at all hierarchical levels - country, region, city, industry, business structure. Therefore, it seems that when defining the essence of the concept of "tourist cluster" it is necessary to take into account this circumstance.
In addition, it should be borne in mind that the level of competitiveness in tourism depends on the degree of satisfaction of the consumer - the tourist. At the same time, the tourist product of the post-industrial era is not just a set of tourist services (accommodation, transportation, excursions, meals), but the realization on the part of the consumer of spiritual, emotional needs, the experience of staying in unusual conditions by contemplating an environment unusual for a tourist.
In addition, unlike the production of goods in the industrial sphere, the process of forming a tourist product is a process of interaction between business structures of various sectors of the economy. Therefore, many scientists define tourism as a complex intersectoral complex, which includes travel companies, transport organizations, museums, collective and individual accommodation facilities, restaurant businesses, etc. The tourism industry is an inter-sectoral economic complex specializing in the creation of a tourist product that can meet the specific needs of the population in spending leisure time while traveling by producing and selling goods and services for tourism purposes.
As part of the study, the analysis of conditions that promote or hinder the development of the tourism industry, and the assessment of the prospects for tourism development, the cluster is considered as “a set of geographically concentrated organizations representing closely related industries related to the hospitality industry.
When forming a tourist cluster, special attention should be paid to the relationships between its elements. This connection is based not only on the economic benefits of the participants, but also focused on the creation and implementation of high-quality tourist services that meet the needs of both tourists and the territory. This is expressed in the relationship ("transport - accommodation - food") as the main services of the cluster, and in the relationship ("government - commercial organizations - scientific and educational institutions").
Identification of a tourist cluster (resources, structure, boundaries, type) is necessary in the process of its formation, development and further improvement. The effective work of all elements of the tourist cluster will help not only significantly replenish the budgets of the territories, but also create a new sphere of employment for the population, stimulate the involvement of additional capital into circulation.
In addition, the functioning of the cluster will allow preserving cultural and historical monuments, natural parks and reserves, improving the ecological situation, developing the service sector, and improving the infrastructure of the territories.
The key features that make it possible to judge the presence of a tourist cluster in the study area are:
- territorial localization of recreational firms;
- availability of unique tourist resources;
- presence on the territory of tourist organizations selling competitive tourist products;
- the existence of an infrastructure sufficient for organizing tourism activities;
- the presence of stable economic ties between organizations focused on meeting social needs for recreation;
- the ability of regional travel agencies of the territory to attract tourists who are distinguished by high demands on the quality and composition of tourist services;
- the presence of state and public institutions to support tourist activities in the region.
The signs are necessary to prove the presence of a cluster on the territory of the region (municipality) and can be used in the study of the state of the cluster.
Russian tourist clusters are characterized by uneven development of the structure and framework of the cluster. This, in turn, leads to the emergence of "bottlenecks", which significantly complicate the work of tour operators and hinder the development of the entire cluster. The most common bottlenecks in Russian clusters are: the hotel sector (lack of rooms during periods of high demand), transport companies (shortage of tickets) and transport infrastructure (the capacity of stations and terminals; transport accessibility of the settlements included in the cluster).
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