3603422
doi
10.5281/zenodo.3603422
oai:zenodo.org:3603422
Anna N. Polukhina
Volga State University of Technology
Matvey S. Oborin
The Perm Institute of Plekhanov Russian University
Marketing issues of sustainable tourism development in Russian regions
Marina Y. Sheresheva
Lomonosov Moscow State University
issn:2529-1947
info:eu-repo/semantics/openAccess
Creative Commons Attribution 4.0 International
https://creativecommons.org/licenses/by/4.0/legalcode
Tourism, marketing
sustainable tourism
small settlements
culture
destination development
Russia
<p><em>This paper aims to provide a better understanding of marketing issues relevant to sustainable tourism development. Marketing issues are of crucial importance for Russian regions with unique landscapes and many small towns with their ancient churches, original local museums, and other attractions. The main obstacle for sustainable tourism development in these regions is the lack of prominence and absence of right positioning for target audiences. For the Mari El Republic as one of the most prospective sustainable tourism destinations in Russia, ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can become a solid basis for positioning. The research presented in the paper will contribute to the literature on tourism marketing and sustainable regional development in emerging markets by shedding light on the Russian tourism market diversity, as well as on the uniqueness of small Russian towns and villages as attractive destinations in terms of cultural heritage, history, and ecology. It will also underline the need to understand socio-cultural specifics of tourism destinations to ensure positive impact on the prosperity of local communities that are among the most important stakeholders in destination marketing.</em></p>
SUBMITTED: JULY 2018, REVISION SUBMITTED: MAY 2019, ACCEPTED: SEPTEMBER 2019, REFEREED ANONYMOUSLY, PUBLISHED ONLINE: 30 JANUARY 2020
Zenodo
2020-01-30
info:eu-repo/semantics/article
3603421
1579534441.237755
425357
md5:21c438c972e86c41f6fffb05ae0258ba
https://zenodo.org/records/3603422/files/6-1-5.pdf
public
2529-1947
Is part of
issn
10.5281/zenodo.3603421
isVersionOf
doi
Journal of Tourism, Heritage & Services Marketing
6
1
33-38
2020-01-30