The scientific, peer-reviewed online journal "Services in Russia and Abroad" is a reputable and popular academic and practitioner-oriented publication dedicated to economic issues in the tourism, hospitality, and related industries. The primary aim of the journal is to examine theoretical problems, develop methodological approaches, and synthesize advanced practical experience in the service and hospitality sector both in Russia and internationally.
Russian State University of Tourism and Service
CLASSIFICATION OF SERVICE ENTERPRISES IN THE CONTEXT OF DIGITALIZATION
The structural shift in the Russian economy toward a post-industrial model demonstrates that the service sector is consistently strengthening its position as a key driver of development. The classification of service enterprises serves as a practical basis for management, planning, and government regulation. Service enterprises are most often classified by the type of service provided. However, rapid digitalization, including the platform economy, is creating fundamentally new types of services, displacing traditional service enterprises. A rethinking of existing approaches to the classification of economic activity types, including those reflected in OKVED (short transliterated abbreviation of Russian classifier of economic activities), is required. The advantages of a platform economy for service enterprises are demonstrated. An attempt is made to adapt the existing classification system to new economic models. The author proposes a classification of service enterprises by type of economic activity, taking into account the specifics of the modern service market with examples of organizations that own multidisciplinary digital platforms, which increases the significance of the study. The proposed approach to classifying service economy enterprises can be used to analyze the structure of the service economy; research of market processes; forecast economic growth; and model the consequences of regulatory and tax reforms.
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THE HOUSING AND UTILITIES SECTOR DIGITALIZATION: KEY TRENDS AND PROSPECTS
The article analyzes the processes of digital transformation in the sphere of housing and utilities sector (or Housing and Communal Services) of the Russian Federation. The existing digital solutions are considered and systematized according to the level of complexity and impact on the industry, highlighting the tools of the first (information and communication), second (sensory-­analytical) and third (integration and management) orders. The paper identifies key systemic problems of the industry that slow down digitalization, such as infrastructure deterioration, staff shortages, and data fragmentation. Based on the analysis of international experience, promising trends are considered, including digital infrastructure twins, platform solutions and the use of Blockchain technology. It is concluded that it is necessary to move from point automation to the creation of an integrated digital ecosystem of housing and utilities sector integrated into the smart city system.
automated commercial electricity metering system (ACEMS)
THE IMPACT OF DIGITAL PLATFORMS AND INDUSTRY 4.0 TECHNOLOGIES ON IMPROVING THE RESILIENCE AND OPERATIONAL EFFICIENCY OF RUSSIAN TOURISM DESTINATIONS IN THE CONTEXT OF STABILIZING TOURIST FLOWS AFTER THE RESULTS OF 2025
This article is devoted to an econometric assessment of the contribution of digital platforms and Industry 4.0 technologies to the operational efficiency and long-term sustainability of Russian tourist destinations. The objective context of the study is determined by the stabilization of domestic tourist flow in 2025–2026 at a range of 89–97 million trips and the forecast of Deputy Minister of Economic Development of the Russian Federation D. Vakhrukov of 94 million trips in 2026. This signifies a systemic transition of the tourism industry from a phase of extensive quantitative growth to a phase of intensive efficiency and significantly redefines the role of digitalization as a priority tool for competitiveness. Using data from nine representative Russian destinations with contrasting levels of digital maturity – ​Moscow, St. Petersburg, the Republic of Tatarstan, Krasnodar Krai, the Altai Republic, Irkutsk Oblast, the Golden Ring regions, the Republic of Dagestan, and Samara Oblast – ​as well as a panel sample of 85 constituent entities of the Russian Federation for 2019–2025, an integrative model for assessing the digital maturity of a tourist destination has been developed. This model synthesizes methodological approaches from the Spanish SEGITTUR DTI system, the Russian Skolkovo Index, and indicators approved by Russian Government Resolution No. 58 of January 28, 2025. Econometric identification of digitalization effects is carried out using two-way regression models with fixed effects, the staggered difference-in-differences method, and a two-stage data envelopment analysis with the Tobit model (DEA-Tobit). The key scientific result refutes the widely held thesis about the “automation of the smart effect”: statistically significant and sustainable increases in operational efficiency are achieved not by the formal presence of digital infrastructure in the form of regional portals or mobile apps, but by the deep, systemic integration of Big Data technologies, artificial intelligence, digital twins, and dynamic pricing mechanisms into destination management processes. Based on the obtained results, conclusions and elements of a regional project for the transition to an intensive management model for tourist destinations in the Russian Federation were formulated.
national project “Tourism and Hospitality”
TRANSFORMING BUSINESS MODELS OF CREATIVE INDUSTRIES IN THE DIGITALIZATION CONTEXT: THE POSSIBILITIES OF ARTIFICIAL INTELLIGENCE AND DIGITAL PLATFORMS
The article presents a comprehensive study of transformation processes occurring within the business models of creative industries under the influence of digitalization. The relevance of the research is determined by the accelerating pace of digital technology penetration into the creative sector of the economy and the formation of fundamentally new organizational and economic configurations of industry processes. The research purpose is to identify the patterns of business model transformation in creative industries and to substantiate project recommendations on the use of artificial intelligence and digital platforms. Based on the systematization of scientific literature and analysis of empirical data, key technological drivers of transformation have been identified, the role of digital platforms as an infrastructural element of modern business models has been investigated, and the risks and opportunities of introducing generative AI have been assessed. A set of interrelated project directions for improving state policy and corporate strategies has been formulated.
BAM AS THE BASIS FOR FORMING A TOURIST CLUSTER: THE TYNDA-SKOVORODINO AREA DEVELOPMENT POTENTIAL
The authors of the article consider the Tunda-­Skovorodino railway section of the Baikal-­Amur Mainline as a new and potential tourist cluster for the development of tourist territories in our country. Within the framework of the current document “Strategy for the Development of Tourism in the Russian Federation for the Period up to 2035”, the cluster approach is an important tool for organizing coordinated actions for business entities in the tourism industry. The advantage of the cluster approach as a tool for the development of tourist territories is its multiplier effect. Tynda is the capital of the Baikal-­Amur Mainline, where part of the city’s population is involved in maintaining the railway and servicing trains. Skovorodino is a city in the Amur Region and a railway hub where the Baikal-­Amur Mainline and the Trans-­Siberian Railway intersect. The uniqueness of the proposed Tynda-­Skovorodino tourist cluster lies in its ability to develop the cities’ infrastructure, improve the quality of life for the local population, create new tourist routes for the development of railway tourism, and increase the capacity for cross-­border Chinese tourists. Rail tourism is a popular destination for tourists in the Russian Federation, where they can participate in themed tours. The concept of developing the Tynda-­Skovorodino tourist cluster is focused on a specific historical era, showing a certain period of the formation and development of the Soviet Union through youth volunteer projects for the development of the country’s territories through the construction of the Baikal-­Amur Mainline.
INCLUSIVE TOURISM: THE ACCESSIBILITY ANALYSIS OF TULA MUSEUMS
In the modern world, there is a global process of humanization of society and recognition of the rights of all people to full and active participation in social and cultural life. In this regard, tourism, as one of the world largest industries, is becoming a tool for integration, rehabilitation and self-actualization for people with disabilities. The article is devoted to the urgent problem of ensuring equal access to cultural values for all categories of citizens within the framework of the inclusive tourism development. The paper purpose is a comprehensive readiness assessment of the museum infrastructure of Tula, a city with a rich historical and cultural heritage, to serve people with various nosology. The paper presents a study of inclusive tourism development history at the international, domestic and regional levels. The key stages of this direction development and successful practices of its implementation are considered. The research empirical basis was an analysis of the accessibility of seven Tula museums for three target groups: visitors with limited mobility, people with hearing impairment and those with visual impairment. The analysis, based on a full-scale survey of museums and semi-structured interviews with their staff, included an assessment of the entrance areas and interior areas of cultural institutions. The evaluation criteria were selected according to the requirements of the current regulatory documents. The research results can be used by the local government and Tula museums in order to develop effective measures to create a barrier-free environment. The implementation of these measures will contribute not only to improving the life quality of people with disabilities, but also to the socio-­economic development of the museum environment and the tourist attractiveness of the city as a whole.
VR TECHNOLOGIES AS NEW TOOLS FOR PROMOTING TOURIST ROUTES
This article explores new opportunities for promoting tourist routes using VR technologies. Virtual technologies are actively used in various areas of human activity as education, tourism, museums, and leisure. The tourism industry is increasingly connected to technical innovations at all stages of service creation and provision in trip planning, advertising campaigns, and providing individual services, helping to enhance the immersiveness of cultural and historical exhibitions, and playing a special role in supporting inclusive tourism. The research aim was to explore the potential of virtual technologies as new tools for promoting tourism services, analyze their capabilities, and develop recommendations for promoting tourist routes using VR technology. The study highlights the main areas of using virtual technologies in tourism to increase interest and attract customers, opening up new opportunities for tourists and excursionists to explore various regions. An analysis of consumer preferences for VR tourism services enables organizers to understand how to integrate them into existing and new tourism offerings to develop the tourism business. Examples of VR technology implementation in the tourism industry of the Republic of Karelia are presented, including case studies of developing a virtual quest tour in the «Belaya Gora» mountain park. The Tivdian Marble project and the creation of a VR flashback for integration into «Paanajärvi» National Park services were developed. Summarizing practical experience in this area allowed creating a checklist for preparing a VR route. This work resulted in recommendations for the step-by-step implementation of virtual content as a tool for creating and promoting tourist routes.
PROBLEMS AND PROSPECTS OF DEVELOPING ETHNOGASTRONOMIC TOURISM IN THE RUSSIAN REGIONS
The article examines the research degree of ethnogastronomic tourism in the Russian Federation as an independent services type. One of the factors positively influencing the service sector development, including domestic tourism and gastronomic tourism, is the program-­oriented approach of public administration. Federal and national programs, projects, and strategies are designed to help improve the scientific and technical level of the economy, as well as the socio-­economic development of the Russian Federation as a whole, including life quality, as well as reduce threats of various origins. For the industry development in Russia, they have adopted the national project “Tourism and the hospitality industry”, which does not contain a clear definition and directions for the ethnogastronomical tourism development. Chuvashia, Mordovia and Perm Krai are participants in this national project, which indicates the activity of the regional authorities in increasing the industrycontribution to GRP, creating new jobs and forming a modern service infrastructure. The application of cluster and design-and-target approaches show various aspects of the systematically forming ethnogastronomical tourism. The study of regional features allows the authors not only to determine the status and most promising areas of this serviceы type, but also to identify the main limitations associated with marketing strategies, support for business initiatives and other conditions.
QUANTITATIVE RESEARCH TECHNIQUES FOR EVALUATING DESTINATION ATTRACTIVENESS FACTORS: ANALYSIS OF STUDIES FROM REPUTABLE INTERNATIONAL JOURNALS
“Destination attractiveness” is a commonly studied topic in both domestic and international research. The attractiveness of a destination plays a crucial role in enhancing its competitiveness and ability to attract tourists. Many studies have focused on identifying and evaluating the factors that contribute to a destination’s attractiveness. This study aims to analyze and synthesize quantitative research techniques used to evaluate these factors. The research data from 25 studies published in Scopus-­indexed journals were reviewed and evaluated using a three-step process based on document analysis method. The results of the research show that 16 quantitative research techniques were utilized to assess the factors influencing destination attractiveness. These techniques include ranking, factor analysis, exploratory factor analysis, principal component analysis, cluster analysis, analytical hierarchy process, multiple regression analysis using the OLS method, IPA technique, average rating, regression weight analysis, index of destination attractiveness, Fuzzy-­AHP evaluation method, multi-­criteria evaluation grid, estimation methods for analyzing aids model parameters, Mann-­Whitney test, and multidimensional analysis technique. Based on these findings, the paper draws several conclusions regarding the scope of use for quantitative research techniques. Additionally, the paper identifies existing research limitations and suggests directions for future studies.
INTEGRATING CONSUMER DESIGN METHODS INTO THE SENSORY TOURISM CONCEPT: THEORETICAL FOUNDATIONS AND DESIGN PERSPECTIVES
The article is devoted to the theoretical understanding of the integration of consumer design methods and the sensory tourism concept as a promising area for developing tourism and recreational design. The research purpose is to substantiate the theoretical foundations and practical mechanisms for the synthesis of design methodologies and a multisensory approach to forming a holistic tourist experience. The article substantiates that consumer design has a well-developed toolkit for managing sensory impressions through purposeful work with shape, material, color, texture, lighting and aromatization of the environment. Based on the analysis of empirical studies, including emotional mapping, the semantic differential method, and sensory audit of destinations, the possibilities of verifying sensory experience are demonstrated. It is concluded that the synthesis of design methodologies and a sensory approach makes it possible to move from spontaneous impression formation to a guided design of the tourist experience that meets the experience economics principles and takes into account the multidimensionality of human perception.
TOURISM STATE REGULATION MODELS: COMPARATIVE ANALYSIS AND PROSPECTS FOR SUSTAINABLE DEVELOPMENT
In the context of economic globalization and growing competition in the international travel market, the issues of effective tourism state regulation of are becoming particularly relevant. This article is devoted to a comprehensive study of existing models of state intervention in the tourism sector, applied in various socio-­economic environments. The article purpose is to identify optimal regulatory mechanisms that can ensure a balance between the economic business interests, the safety of tourists and the natural and cultural preservation of the regional potential. The research focuses on four fundamental regulatory models. The first one is the direct management and control model, which involves direct government involvement in infrastructure projects. The second model is the liberalization one, aimed at creating favorable conditions for private entrepreneurship. The third is the public-­private partnership (PPP) model, which provides synergy between government and business resources. The fourth one is the model of international cooperation and standardization, contributing to the unification of quality and safety requirements. The research methodology is based on a comparison of legislative frameworks and practical experience in implementing regulatory models in countries with different economic structures (Russia, China, France, Spain, Turkey). The paper systematizes the advantages and disadvantages of each approach, assesses potential threats, including bureaucratic costs and environmental risks in the spontaneous market development. Special attention is paid to the transition to the principles of sustainability, flow management digitalization and consideration of the local community’s opinion. The author argues that there is no universal solution as the maximum effect is provided by a combined model including government strategizing, business flexibility and international partnership. The study concluded that effective government regulation is the foundation for sustainable growth, ensuring a balance between economic benefits, heritage preservation, environmental safety and the residential well-being of host regions.
INDUSTRIAL TOURISM IN REPUBLIC MARI EL AS A WAY TO DIVERSIFY THE REGIONAL TOURIST PRODUCT
This scientific study is devoted to the analysis of the state of industrial tourism in the Republic Mari El(hereinafter – ​RME). The author believes that the development of industrial tourism in the surveyed region will allow not only to increase the contribution of the tourism sector to the GWP (gross regional product) of the Republic Mari El and reduce the unemployment rate and outflow of personnel in the industrial sector in this subject of Russia (hereinafter – ​Russian Federation) but also diversify the regional tourist product. The reasons for the growth of industrial tourism in modern tourist conditions are considered. External authors’ approaches to the definition of “industrial tourism” are studied, the importance of industrial tourism in the global tourism economy is assessed and the leading regions within the framework of industrial tourism in Russia are listed. The list of industrial enterprises that conduct industrial excursions in the territory of the Republic Mari El is identified and the reasons for the orientation of industrial enterprises to diverse tourist audiences are explained. The activity of local tourism operators (hereinafter – ​TO) is analyzed, and a SWOT analysis is formed, reflecting the current state of development of industrial tourism in the Republic Mari El. A number of solutions are proposed, which substantiates the need for the industrial tourism development in the Republic Mari El to diversify the regional tourist product. The conclusion is a forecast of prospects for industrial tourism development in the surveyed region.
industrial tourism in the Republic Mari El
regional tourist product diversification
prospects for industrial tourism development
METHODOLOGICAL APPROACHES TO ASSESSING THE NEED FOR PERSONNEL TRAINING IN THE TOURISM AND RECREATION SECTOR
In the context of developing the tourism and recreation sector, which is driven by changes in the socio-­economic environment and the transformation of the tourism industry, there is an increasing need for new methodological approaches to assessing the demand for tourism and recreation professionals. The research purpose is to systematize and justify a modern set of methodological approaches to assessing the demand for tourism and recreation professionals, which will ensure that the training of specialists meets the real industry needs. The article explores current methodological approaches to assessing the demand for tourism and recreation professionals, as a rapidly developing sector of the economy that has a high demand for qualified specialists. The paper analyzes key methodological approaches, including the followings: systemic and competence-­based approaches; balance and statistical methods; expert assessments; economic and mathematical modeling; project-­oriented approach and sociological methods; digital and Big Data technologies; ESG audit of human resources. For each method, the paper reveals the essence, implementation tools, advantages, limitations, and scope of application in the context of tourism and recreation. Special attention is paid to the combination of quantitative and qualitative methods, as well as the consideration of the tourism industry specifics. The research results have theoretical and practical significance for scientists working on training for the tourism industry, government agencies responsible for tourism and education (when planning budget allocations and development programs), educational institutions (when updating curricula and continuing education programs), and tourism and recreation enterprises (when strategically planning HR policies).
SERVICE ECONOMY AS A PROMISING DIRECTION FOR DEVELOPING LABOR MARKET IN THE ARCTIC REGIONS OF NORTHERN SCANDINAVIA
For half a century, the growing role of the service sector in social relations has been observed, leading to the use of the terms «maintenance economy» and «service economy.» Scandinavian countries are distinguished by the predominance of employment in the non-market service sector, which is due to the very high level of expenditure on social protection and welfare. Promising areas of employment for the population of Northern Scandinavia include such areas of the «service economy» as tourism, healthcare, social security, education, and national defense. Since the 2010s, demand for Arctic tourism has been growing globally. This trend offers Arctic regions an opportunity for structural economic transformation, the social sphere development, and increased attractiveness for local residents and internal migrants. Traditional sectors of the northern economy, such as extractive industries and fisheries, are becoming the basis for developing industrial, fishing, and ecological tourism generating additional sources of income for the population through creating additional jobs. This is facilitated by international and national projects for the tourism development in the Arctic. Employment in the service sector is important for indigenous populations in Arctic regions, particularly in tourism and culture. The article cites extensive data from statistical services and international organizations, supporting the authors’ conclusions. Given the common features and development challenges of Arctic regions, the experience of European countries and organizations may be useful to authorities and the public in the Arctic Zone of the Russian Federation.
IMPORT SUBSTITUTION AND DIGITAL TRANSFORMATION OF RUSSIAN TOURIST PRODUCT: STRATEGIC PRIORITIES
The article explores the problem of import substitution in tourism through the lens of digital transformation as a key strategic response to structural market changes. The aim is to identify and justify strategic priorities for the formation of a competitive domestic tourist product based on digital technologies. The methodological basis includes system analysis, scenario method and expert assessments applied to data from Rosstat and industry associations for 2022–2024. As a result, three key strategic vectors of digital import substitution are identified. The first vector is the creation of digital ecosystems of domestic tourism integrating booking, logistics, guide services and personal recommendations. The second vector is the development of immersive digital products (VR/AR tours, digital twins of cultural objects) compensating for temporary limitations of physical accessibility. The third one is the formation of a data-driven promotion system for Russian destinations in domestic and friendly external markets. The scientific novelty lies in proposing the concept of “digital sovereignty” of the tourist market, implying not isolation, but a technologically enabled reorientation of demand and supply to domestic resources. The practical significance lies in developing a digital transformation roadmap, the implementation of which, according to the author’s estimate, can compensate for 40–60 % of the lost outbound tourist flow through qualitative growth of domestic tourism and attraction of tourists from non-sanctioning countries.
THE GREEN ARCHITECTURE PHILOSOPHY IN ENSURING THE ECONOMIC SECURITY OF INNOVATIVE REGIONAL RURAL TOURISM PROJECTS
The purpose of the article research was to substantiate the application of the green architecture philosophy to innovative regional rural tourism projects in order to ensure the economic security of their implementation in rural areas. To achieve the goal, the following tasks were set and solved: 1) to conduct a statistical analysis and a literary review of the rural tourism development level; 2) to clarify the rural tourism role in the regional economic development; 3) to identify the rural tourism features for Russia and abroad (that compiles the research object and research subject); 4) to substantiate the application of the concept of the green architecture philosophy in developing and implementing innovative regional rural tourism projects; 5) to determine the stages of ensuring the economic security of innovative regional rural tourism projects. The research object is the regional rural tourism in the context of ensuring the economic security of innovative projects. The research subject includes economic relations, mechanisms, indicators, indicators that are formed in the process of applying the concept of the green architecture philosophy in developing and implementing innovative projects of regional rural tourism in order to ensure economic security. Scientific results of the study are the following: 1) a statistical analysis and a literature review have been conducted, revealing the level and new directions of rural tourism development; 2) the role of rural tourism in the economic development of the region has been identified and the theoretical framework of the study has been clarified; 3) the features of rural tourism in Russia and abroad are synthesized through a classification analysis of objects and subjects of economic relations in rural tourism and service; 4) based on the sustainable development requirements, the new concept application of the green architecture philosophy for developing and implementing innovative projects of regional rural tourism which are consistent with the principles of real nature and the full preservation of regional biodiversity is justified; 5) the stages have been clarified and a map of measures, tools and analytical procedures for ensuring the economic security of innovative projects in the field of regional rural tourism has been proposed.
ADAPTATION OF THE RUSSIAN TOURISM INDUSTRY TO SANCTIONS
Since 2014, the Russian economy, including the tourism industry, has been under unprecedented sanctions from Western countries, which are constantly expanding and intensifying. The imposition of over 30,000 different sanctions has inevitably impacted the development of the tourism industry. However, a study of the country’s tourism industry development from 2014 to 2024 showed that the impact of the sanctions was minimal, and the industry adapted to the sanctions regime relatively quickly, and in some cases, did not even notice their introduction. This article examines the impact of sanctions on both physical indicators of tourism business development (the number of tourism industry organizations, the number of travel agencies, the number of tour packages sold, and the size of tourist flow) and economic indicators (gross added value of the tourism industry and the share of gross added value of the tourism industry in the gross domestic product). The object of this study is the Russian tourism industry, and the subject is its adaptation to the sanctions imposed by Western countries against the country. The purpose of this article is to examine the impact of the sanctions regime on the development of Russia’s tourism industry and the speed of its adaptation. Based on the study, the authors concluded that the sanctions had a minor impact on the development of the tourism industry. They only had a limited impact on the geography of outbound and inbound tourism flows.
REGIONAL MEDICAL TOURISM CONCEPT IN THE ECONOMIC DEVELOPMENT OF THE HEALTHCARE INDUSTRY OF RUSSIAN REGIONS
The purpose of this article study was to clarify and formalize the provisions of the modern regional medical tourism concept in the context of ensuring the economic development of the healthcare industry in the Russian constituent entities (regions). To achieve the goal, the following tasks were set and solved: to investigate the state and characteristics of regional medical tourism at the present stage; to clarify the ontology and classification of regional medical tourism based on a historical approach and a literary review; to reveal the provisions of the regional medical tourism concept from the perspective of an institutional approach; to identify the functional features and tools of regional medical tourism in the economic development of the healthcare industry of the Russian regions; to determine the stages of development of regional medical tourism; to analyze the indicators of regional medical tourism using the example of the Volgograd region; to identify the main directions of procedures for unlocking the potential of the Volgograd region. The research object is the modern regional medical tourism concept in the context of ensuring the economic development of the healthcare industry in the Russian regions. The research subject includes economic relations, classifications, functions, tools, indicators that form the regional medical tourism concept aimed at ensuring the economic development of the healthcare sector of the Russian regions. Scientific results of the study include the following: the results of the analysis on the state and characteristics of regional medical tourism at the present stage have been obtained; the ontology and classification of regional medical tourism are clarified; the regional medical tourism concept is revealed in a new way from the perspective of an institutional approach; the functional features and tools of regional medical tourism in the economic development of the healthcare industry in the Russian regions are identified and generalized; the main stages of the regional medical tourism development are identified; the analysis of regional medical tourism indicators is carried out using the example of the Volgograd region; the main directions of procedures for unlocking the potential of the Volgograd region are highlighted.
«GREEN» AND DIGITAL COMPETENCIES OF HOTEL PERSONNEL AS A SUSTAINABLE DEVELOPMENT DRIVER FOR THE HOSPITALITY INDUSTRY
The article is devoted to the theoretical substantiation and conceptual elaboration of the category of green-­digital competencies (GDC) of hotel enterprise personnel as an integrated and synergistic sustainable development driver for the hospitality industry, with specific reference to the economic context of Saint Petersburg and the Northwestern Federal District of the Russian Federation. At the methodological intersection of the Green Human Resource Management conceptual framework, the Industry 4.0 paradigm of tourism, and the smart hospitality concept, an original three-tier green-­digital competency model has been developed and differentiated across three functional levels of a hotel enterprise – ​line production staff, middle management, and senior executive management – ​and harmonized with the European institutional frameworks DigComp 2.2 and GreenComp, as well as with the international sustainable tourism standards GSTC, Green Key and ISO 21401. The empirical component of the study relies on a mixed-­methods research design, encompassing systematic content analysis of the Russian regulatory framework and the corpus of international standards, statistical-­analytical comparison of the general population of 7,632 classified hotels of the Russian Federation and a representative subsample of 118 quality accommodation facilities in Saint Petersburg, as well as an extensive international comparative analysis benchmarked against leading sustainable tourism destinations – ​Helsinki, Stockholm, Copenhagen and Gothenburg. The study reveals a systemic gap between the declared national target indicators for industry sustainable development and the actually established qualification architecture of the hotel sector labour market: against a 73 % digital adoption rate among Russian hotels, the share of accommodation facilities certified under recognized international environmental standards does not exceed one percent, while the current professional standards of the Russian Ministry of Labour contain no formalized requirements for either green or digital competencies. Based on the identified patterns and substantive analysis of international best practices, project recommendations are formulated, structured across three priority streams: improvement of HR strategies and corporate training systems in hotel enterprises; updating federal professional standards, TVET state standards and higher education curricula; and developing a comprehensive regional policy for supporting the sustainable development of the hospitality industry in Saint Petersburg and the Northwestern Federal District.
SUSTAINABLE DEVELOPMENT OF HOTELS BASED ON CREATING AN ACCESSIBLE ENVIRONMENT FOR PEOPLE WITH DISABILITIES
The article examines the sustainable development of hotels through the lens of creating accessible and inclusive environments for people with disabilities (PwDs). Against the background of growing global concern over social inequality and the increasing salience of corporate social responsibility (CSR) and ESG concepts, the integration of barrier-free design principles into hotel sustainability strategies acquires fundamental theoretical and applied significance. Drawing on an analysis of Russian and international practice, current regulatory frameworks, and a systematic literature review, the study develops the conceptual Sustainable Inclusive Hotel model (SIH model), structured on the IPOO architecture and integrating environmental innovations, inclusive service practices, and universal design principles. A comparative analysis of six key Russian tourist regions identifies three distinct models of accessible hospitality infrastructure development. Verification of four research hypotheses confirms that investments in barrier-free environments generate long-term competitive advantages, strengthen the S-component of ESG strategy, and contribute to the achievement of the UN Sustainable Development Goals. The practical value of the study lies in project-­oriented recommendations for hotel management and tourism regulatory authorities.
EVOLUTION OF APPROACHES TO ASSESSING TERRITORIAL BRANDING IN RUSSIAN REGIONS
The article traces the evolution of approaches to how Russian regions form and evaluate their own brand. The time span covers more than a decade (2014–2026). Drawing on the results of her previous study, which analyzed S. Anholt’s competitive identity model, the author demonstrates that its classical six-factor framework no longer meets the new realities. Sanctions pressure, the rerouting of logistics flows, and the shift in emphasis toward internal sustainability have forced a revision of priorities. In particular, the focus has moved from attracting tourists to retaining qualified personnel and ensuring technological sovereignty. In response to this challenge, the author proposes an original development – ​the “Octagon of Regional Brand Sustainability”. It expands the previous model with two additional elements: scientific, industrial, and technological potential, as well as internal loyalty and social well-being of residents. Each of the eight components is provided with its own system of criteria and measurable indicators, based on data from Rosstat, Rospatent, the Agency for Strategic Initiatives, and sociological surveys. The model’s viability has been tested on three clusters of different types: technology-­driven (Tatarstan), human-­centric (Moscow), and visually-­oriented (Khabarovsk). The analysis revealed shifts in branding priorities and simultaneously uncovered new risks. Among them are the unification of the urban environment due to the replication of standard improvement projects, as well as the absence of transparent branding KPIs in the work of public authorities. In conclusion, forecast trends up to 2030 are outlined: the introduction of efficiency metrics into the system of evaluating governors, the merging of branding with regional personnel policy, and the growing competition for the authenticity of local identity.
INFORMATION SPACE OF ETHNOGRAPHIC MUSEUMS AS A TOURISM POPULARIZATION TOOL (THE EXAMPLE OF THE VOLGOGRAD REGION)
Modern digitalization permeates all layers of public life, transforming production, information technology, service and culture. The research focus of this article is the impact of digital transformation on the information space of museums in the Volgograd region and the prospects for cultural, educational and local history tourism in the region. The analysis is based on strategic documents, regional projects and data from federal programs related to the digitalization of culture and tourism. The results demonstrate a high level of penetration of digital technologies into the museum sphere: the introduction of an augmented reality multimedia guide, online excursions, QR codes, mobile guides and online ticket purchases. Particular attention is paid to the role of VR/AR, artificial intelligence and unified digital platforms (Artifact, “GosTicket,” “Culture of the Small Homeland”) in expanding the availability and quality of museum experience. Currently, a number of federal and regional projects are operating in the region aimed at digitalizing services and creating an information space of culture, which contributes to the growth of tourist inflows and the involvement of young people. The article analyzed data on museums of ethnographic and local history in Volgograd region, their site activity and the availability of digital positioning and promotion tools. The results of the study showed the need for 100 %coverage of the use of online resources in museums, diversification of their presence in social networks, regular content updates, active interaction with the audience and demonstration of achievements on online resources. Practical recommendations have been proposed to increase information accessibility, diversify online channels and expand the digital capabilities of museums to preserve cultural heritage and stimulate regional tourism.
музеи этнографической историко-­краеведческий направленности
Волгоградский областной краеведческий музей
REGIONAL TOURISM MODERNIZATION: INSTITUTIONAL DYNAMICS OF MARINE STATION DEVELOPMENT
This article examines tourism modernization at the regional level through the development of marine infrastructure. Existing research tends to analyze network parameters, institutional constraints, and governance instruments separately, limiting the explanation of the persistent gap between planned targets and actual implementation. The study aims to develop an analytical model that conceptualizes marine station development as a sequence of governance regimes within regional policy. An embedded regional case study design was applied (Krasnodar Krai, 2006–2021). The empirical base includes regional and federal strategic, programmatic, and regulatory documents. A qualitative content analysis with temporal stratification was conducted. Units of analysis comprised marina network parameters, implementation constraints, and institutionalization mechanisms. The findings were systematized in comparable tables, including a plan-actual gap assessment. The study identifies an evolution of governance regimes: from spatial projection (23 marine stations; 11,500 berths) to phased parametrization (22 marine stations; 10,000 berths) and subsequent institutional codification through a two-stage framework and KPI system. Core constraints were institutional rather than technical, including coastal legal regimes, inconsistencies in spatial planning documentation, capital intensity of maritime infrastructure, and operational regulation. Tourism modernization at the regional level depends primarily on the institutional coherence of planning, regulation, and financing mechanisms. The proposed model offers transferable analytical value for capital-­intensive regional infrastructure development.
WEEKEND TOURISM: BEHAVIORAL STRATEGIES AND SOCIOECONOMIC CHALLENGES IN RUSSIA
Sustainable development paradigm of the service sector in the context of digitalization and ensuring technological sovereignty
The service sector accounts for a significant share of both the global and national economies, and this share is constantly growing. In 2024, the service sector in Russia accounted for 57.53 % of the country’s GDP, underscoring the importance of ensuring its sustainable development. The paradigm of sustainable development in the service sector is fully consistent with the general theory of sustainable development and aligns with the Sustainable Development Goals. Global digitalization is impacting the entire service economy, including fundamental changes in service delivery technologies, transformations of many service companies’ business processes, and even service consumers, who have specific requirements for information and digital support for the service delivery process. The prospect of entering the millennial market means that the class of digital consumers will grow rapidly, and their needs for digital content and support for the entire process, from service search to consumption, will require a fundamentally new approach to the formation of information and communication support for the service economy. Based on this, this article proposes adding information and communication support to the overall concept of sustainable development in the service sector. Furthermore, amid ongoing global geopolitical changes, the service economy, like the Russian economy as a whole, is subject to significant sanctions pressure, which also requires a thorough analysis and the need to achieve technological sovereignty. The aim of this study is to complement the concept of sustainable development in the service sector, taking these factors into account.
Sustainable Development Goals, ESG, service economy, digital technologies, technological sovereignty, information and communication support
The service sector development in the context of transforming service interactions: the theoretical approach
In the context of structural, technological and socio-­cultural transformations, the service sector is becoming systemically important in the modern economy, which actualizes the need to clarify the theoretical foundations of the analysis of its development. Despite the recognition of the importance and growing interest in the service economy, methodological uncertainty remains in scientific discourse in interpreting the logic of the evolution of the service sector and the mechanisms of transformation of service interaction, which makes it difficult to form holistic research models. The purpose of this study is to develop a theoretical model for the development of the service sector as a form of economic interaction, rooted in a socio-­cultural context. Methodologically, the work is based on an analysis of classical approaches to structuring the economy (structural-­sectoral, socio-­teleological) and theories that are essentially related to the post-industrial concept, as well as the provisions of socio-­cultural economics and the theory of social capital. Based on an interdisciplinary approach, the author’s periodization of the service sector is proposed, based on the transformation of the mechanisms of service interaction and reflecting the nonlinearity, multifactorial and contextual conditionality of development and including six stages: from the initial (from the middle of the XIX century to the 1920s) to the stage of synergetization (service economy) (2020s – ​present). Four key principles are substantiated: technologization, integrativity, sociocultural conditioning and human-­centricity, and the role of social capital in ensuring the sustainability and reproducibility of service interactions is shown. The results obtained expand the theoretical and methodological foundations of service sector research and can be used in the theoretical and applied analysis of the transformation of the service economy, as well as in the development of service strategies.
service sector, development of the service sector, genesis of the service sector, principles of service sector development, service interaction, service economy
Determining the level of recreational facility provision in Novosibirsk city districts
The article evaluates the level of provision of facilities to meet the recreational needs of the districts of Novosibirsk. Novosibirsk is a megacity with a population of more than 1.6 million people. Novosibirsk has 10 districts, which are largely differentiated by the number of facilities per 10,000 people. A brief description of the city districts is given. The list of objects of satisfaction of recreational needs is substantiated. The objects are: baths and saunas, libraries, museums, theaters, art exhibitions, parks, cultural centers. cinemas, karaoke, beaches, fitness clubs and gyms, hotels, massage and SPA salons, as well as shopping and entertainment centers. Data on the number of specific objects in individual districts is provided. The 2GIS electronic cartographic system served as a source for data collection. Based on the data obtained, a rating of districts is compiled based on the availability of various facilities. Among the variety of recreational infrastructure facilities in Novosibirsk, there are a greater number of massage parlors and SPA salons combined. There are almost 10 massage and SPA salons per 10,000 residents of Novosibirsk, while there are almost 37 such salons per 10,000 Novosibirsk residents living in the Central District. Fitness clubs and gyms are in second place in terms of number. The third place according to this criterion belongs to baths and saunas. To a lesser extent, the city is provided with art museums, parks, cinemas and beaches – ​on average, there are one such facilities per one hundred thousand Novosibirsk residents.
recreation, recreation, rehabilitation, infrastructure, Novosibirsk, security, satisfaction
Socially responsible agritourism development in the regions
This article identifies the negative consequences of mass consumer tourism for the hospitality sector and the tourist themselves. In contrast, a trend toward socially responsible tourism, beneficial for both oneself and others, is emerging. This trend needs to be supported and developed. A value-­based approach to fostering socially responsible tourism has been developed through the development of agritourism as the most potentially sustainable form of tourism. A positive trend in the development of domestic rural tourism is observed. However, government and business investments are primarily directed toward passive consumer tourism in rural areas, focusing on quick commercial returns. The potential for sustainability is under-­exploited. It is proposed to separate the concept of socially responsible agritourism from rural tourism. Responsible tourism principles should underpin the development of agritourism. Key principles include minimizing the negative impacts of recreation, tourists’ modest contributions to the restoration of the natural and cultural values of host regions, and improving their well-being. The developed system of comprehensive target indicators for socially responsible agritourism should become a basic guideline for state grant support for tourism projects. In turn, such support will encourage businesses and society to foster a culture of responsible tourism and ensure sustainable regional development.
rural tourism, sustainable tourism, socially responsible agritourism, state financial support, target complex indicators, tourist region
Tourism strategy based on the value-­target pardigm: municipal level
In today climate, municipal authorities are searching for new management models for sustainable tourism development. Existing strategic management concepts and technologies do not fully reflect the changes occurring in the external environment. There is a gap between proposed management decisions and the results achieved. This article proposes a new approach to tourism management – ​​strategizing. A definition of this concept is provided. Using the example of the Bogorodsky Municipal District of the Nizhny Novgorod Region, the strategizing technology is demonstrated, the main stages and their content are revealed. The problem is examined: how to take into account the factors of the heterogeneity of the social structure of society, the diversity of tourist and recreational resources, the uniformity of their distribution and productivity not separately, but taken together, when choosing a strategy. It is concluded that, under conditions of resource constraints, it is possible to transition a municipality from one strategic position to another within the framework of a value-­target paradigm. This paradigm envisages the active participation of the main social groups of society in matters of designing and managing the tourism sector. This participation should be continuous, not episodic, and active, not advisory. An example of creating a structural unit within the tourism management system is examined. This unit provides methodological support for the development and testing of tourism products and facilitates organizational communications between tourism market participants. The study demonstrated that tourism, as a “transmission belt,” can trigger changes affecting key areas of economic and social life in the Bogorodsky Municipal District and facilitate the acceleration of integration processes within the Nizhny Novgorod agglomeration.
strategizing, tourism, paradigm, tourism and recreational complex
Digitalization assessment of domestic tourism subjects in the northern region
The increase in the scale of tourist activity in the northern regions of Russia required significant efforts from market participants to introduce modern digital technologies and workplace automation in order to promote the tourist product beyond their territories and reduce the costs of tourism entities. Currently, there are many methodological approaches for assessing the digitalization of tourism enterprises. One of the main approaches contributing to the assessment of digitalization of tourism sector enterprises at the regional level is the index approach, which allows aggregating heterogeneous indicators reflecting the level of digital transformation of organizations. The author has developed a digitalization index for tour operators in the northern region. It includes indicators characterizing the levels of use of digital infrastructure, electronic travel products, software, interaction with government services, financing of computerization by tour operators and shows the quality of the digital environment of the region. The evaluation results in the identification of three levels of digitalization of tour operators in the Komi Republic, which depend on the need to interact with government electronic services and the economic model chosen by the enterprise. The significant increase in the number of tour operators in the Komi Republic and the increasing volume of digitalization of these entities is due to increased interaction with the state, due to the need to introduce the “Electronic Travel Package” service and changes in the right field. Thus, the digitalization of regional tour operators in the North, in particular, the Komi Republic, is essentially catching up, due to technological backwardness aimed at creating a comfortable workflow using specialized travel software products, due to the small number of competitive travel products and a relatively small flow of tourists.
digitalization, tourism, platforms, subjects of tourism, the northern region, the digitalization index of tour operators