Year of Graduation
Destination image: its components and relation with tourism-economic indexes. The case of Russia.
Faculty of Management
The understanding of the nature of tourism destination image and its importance in successful regional development is directly connected with efficient destination management. There are few studies dedicated to Russia as tourism destination and there is no research including both quantitative and qualitative analyses of case of Russia.The authors’ hypothesis assumes tourism destination image is related to statistical indexes of tourism and economy of region. So developing the TD image we can influence on tourism and economy indexes.In research we used official statistics and data of independent resources. The first chapter contains description and comparative analysis on theoretical models with authors’ classification. The second chapter includes statistical analysis and analytical review of empirical research about Russia as TD. The third chapter contains qualitative method – content-analysis, and also comparison of results of quantitative and qualitative analyses.The peculiarity of present study is system approach: comparison of practical and theoretical knowledge and elaboration of TD image model that can be used in theory and practice. The investigated model is not only defined but also shown how to use it for choosing the right strategic way for destination.Results· Statistical analysis has shown high variation of tourism supply in Russia even if there are all needed resources. The quantitative analyses approved importance of analyzing not only the number of arrivals, the number of nights, but also the volume of accommodations receipts, its share in RDP and also index of tourism importance.· Content-analysis results say the Russian image is a country rich of natural, historical and cultural resources. The presence of these resources says about high potential for development of tourism system. However undeveloped infrastructure and insufficient country promotion are limiting factors.· The approved correlation between TD image and tourism-economy indexes reflected the relation between image and economic effect of tourism development in the region. The more TD image is developed, the higher is the number of tourists, the higher is the number of receipts, and as the result the higher is RDP and index of tourism importance.· Elaborated model of TD image allowed to illustrate current position of TD (by example of some Russian regions), to compare destinations and choose the best way for its strategic development.