Opportunities to Influence the Perceived Value of Tourism Development for the Local Community of the Tourism Destination

This research paper examines the perceived value of tourism development to the local community of a tourist destination and ways to increase the perceived value of tourism development among residents. The object of the study is the Chuvash Republic as a tourist destination. The practical problem of the study demonstrates that the Chuvash authorities face a lack of support from local residents for the development of the region as a tourist destination at the planning stage, despite the existence of potential benefits of tourism for residents and the region as a whole. Residents do not see the potential benefits of tourism development, so the author of the study proposes to solve the practical problem with the help of marketing communications. The author of the study proposed a mechanism to change the current communication value of tourism development, which contributes to solving the practical problem. The study also found that value communication should be accompanied by the involvement of residents in tourism projects, and it is also important to create new tourism products due to the scarcity of current tourism products. Changing the current communication process about the benefits of tourism development and fulfilling the conditions that accompany the communication process of tourism development value should help to increase the perceived value of tourism development for the residents of Chuvashia.