Tourism Destination Attractiveness: the Case of Kazan

This study is devoted to the attractiveness of Kazan as a tourism destination. In the theoretical part of the master's thesis, the concept of tourism destination and its attractiveness were considered, as well as the factors influencing attractiveness of tourism destination. A list of attractiveness attributes was formed based on research literature on the topic. The empirical part of the study consisted of several stages: expert interviews and a survey of tourist. According to the data obtained during the survey of tourists, more than 80% of respondents rated the overall attractiveness of Kazan as a tourism destination as high and rather high, which indicates the prospects for further development of tourism in the city. According to the results of the "Importance – performance", quality of food and local traditions have to be improved, because of high importance and low performance scores. The identified gaps in performance and importance of attractiveness factors could be used by tourism and hotel businesses in the development of strategic and tactical decisions based on the analysis of resources of a particular organization. It was also identified that the factor "Leisure and entertainment" stronger influences the overall attractiveness of Kazan as a tourist destination.