Theoretical foundations of cultural and educational tourism. The main problems and prospects for the development of sightseeing and educational tourism Analysis and prospects for the development of cultural and educational tourism
Formation of organizational and economic conditions for the development of cultural and educational tourism
coursework
Tourism and recreation
Among the main types of tourism, the leading role is occupied by cultural and educational (cultural and educational tourism). Its intensive development is associated with an increased need to expand one's knowledge in various directions, in raising the intellectual level of a person.
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Currently, the tourism industry is one of the most dynamically developing sectors of the international economy.
Over the past twenty years, the average annual growth rate in the number of tourist arrivals in the world was 5.1 percent, and the growth rate of foreign exchange earnings from tourism was 14 percent. The forecast of the World Tourism Organization (WTO) shows that by 2020 the number of international tourist arrivals will be 1.56 billion people. The WTO also shows that 1.18 billion people will travel within their regions, and only 377 million will travel to other regions of the world. At the same time, the following distribution of tourists by region is expected: the leading place will remain with Europe - 717 million tourists, the second place will be taken by East Asia / the Pacific region with 397 million tourists, the third America - 282 million tourists, followed by Africa, the Middle East and South Asia. Russia, according to the WTO, is one of the states in which high rates of tourism development are predicted, subject to state support for this industry. According to these forecasts, by 2020 Russia will enter the top ten countries both in terms of receiving tourists (47.1 million people per year) and in terms of leaving tourists (30.5 million people).
At the same time, domestic tourism in Russia should exceed inbound and outbound turnover. Potential for development of internal and international tourism V Russian Federation is huge, the resources of our country allow us to develop almost all types of tourism, including the most popular among consumers, including cultural and educational tourism.
The tourist complex of our country consists of more than 144 thousand monuments of history and culture, 477 historical cities, 108 museums, reserves and 142 national parks.
The historical and cultural heritage of Russia is the most important competitive advantage of the tourism industry. On the territory of the Russian Federation, both traditional tourist centers have developed with a specialization in a certain, most often sightseeing and educational type of tourism (Moscow, St. Petersburg), as well as interregional tourist products and routes (Golden Ring, cruises along the Volga).
To date, the main problems hindering the development of inbound tourism are:
The high cost of tours, which consists of the high cost of transport and hotel services; In most regions of the country there is a small number of tourist class accommodation facilities - 3 * and 4 * hotels, modern comfortable tourist buses, cruise ships and other vehicles;
Infrastructure (poor quality of road and railways and level of roadside service);
The need for registration of tourist entry into the Russian Federation for citizens of most countries;
Unfavorable image of Russia abroad, which is largely formed under the influence of Western media;
Unfavorable economic conditions for attracting investment in tourism infrastructure, the lack of ready-made investment sites, the presence of administrative barriers.
In terms of price and international offers. The price of a standard weekly tour for foreigners with a visit to Moscow, the Golden Ring or St. Petersburg exceeds the 1.5 thousand euros acceptable for most European tourists.
Rail transport is expensive. This is mainly due to rising fuel prices. However, in Europe this trend is being reduced by low-cost air travel and high-speed rail. In Russia, all this is developing slowly. In addition, the shortage of three-star hotels, rising operating costs for their maintenance, utility bills and taxes lead to an annual increase in prices for hotel services by 15% or more. Hotel construction in last years somewhat intensified, mainly in relation to business class hotels and small hotels. But so far this competitive hospitality industry in Russia is possible only with the participation of the state and the improvement of the investment climate in general and in the tourism sector in particular.
In most developed countries, the bulk of tour operators are engaged in domestic and inbound tourism. In Russia, there are about 5 thousand tour operators included in the federal register, only about 1.5 thousand have registered as tour operators for domestic tourism. And of those registered as international tour operators, less than a percentage are actually engaged in inbound tourism. That is, the main part of the Russian tourist industry is engaged in outbound tourism, since it is easier to work in this area than in the domestic Russian market, or to receive foreign tourists.
One of the main stages of the transition to a modern socially oriented type of economic development of the country is to ensure the quality and availability of services. And as a result, increasing the competitiveness of the Russian tourism industry. This is facilitated by the improvement and diversification of the existing tourism product, the development of new promising types of tourism, the quantitative and qualitative development of tourism clusters.
The main directions that increase the profitability of the tourism industry:
Increasing the length of stay of guests in the country;
Increasing the number of return visits to the country;
Uniform distribution of tourist flows in terms of the geography of visits;
Decreased pronounced seasonality;
Promotion of the country's tourism offer in domestic and international markets.
Today, a necessary factor in the competitiveness of tourism is its wide presence on the Internet. An international network is no longer needed for marketing purposes, but for the actual conduct of business in an online environment. In the field of promotion of the Russian tourism product on international markets, a qualitative leap was made in previous years, however, the intensity of promotion of the national tourism product remains low in comparison with European counterparts.
Promising directions for the development of sightseeing and educational tourism in Russia:
Development of a tourist and recreational complex;
Promotion of the tourism product in the domestic market;
Preservation of the cultural and historical heritage of our country, as well as the appearance of historical settlements;
Support and development of traditional folk art crafts;
Support for innovation and priority areas in the field of tourism;
Development of information and service infrastructure in the historical and cultural zones of cities and settlements;
Creation of tourist and recreational complexes in relatively undeveloped regions (the republics of the South of Russia, regions of Siberia, Far East and Transbaikalia);
Formation of museum and tourist complexes as an effective form of interaction between museums and tourism;
Familiarization of youth with history and culture through the organization of excursion trips for students in institutions of general education, secondary and higher professional education;
Creation of a system of tourist and recreational clusters;
Increasing the role of the cultural component in the development of tourist information clusters;
Unification of the legislation of the constituent entities of the Russian Federation in the field of tourism, taking into account regional features of tourism development;
Development and implementation of regional tourism development programs;
Involvement of small towns of Russia in the tourism sector;
Promotion of the tourist product in the domestic market in order to increase the internal flow of tourists;
Carrying out information campaigns in foreign markets in order to popularize and develop inbound tourism;
Development of strategies for the development of national brands;
Assistance in the promotion of tourist brands of cities and regions of the Russian Federation;
Improving information support for domestic and foreign participants in the tourism market and consumers of tourism services;
Development of a single tourist information product based on museum and tourist information systems;
Promotion in the domestic and foreign markets of historical cities-anniversaries as international centers cultural and educational tourism;
Promoting the popularization of Russia's tourism opportunities among children and youth and the development of children's and youth cultural, educational and educational tourism;
Creation of a unified system of training and certification of guides and guide-interpreters provided in hotels and other accommodation facilities;
Improving professional standards for workers in the tourism industry;
Implementation of continuous monitoring of the global and domestic tourism market, preparation of an annual analytical report on its state, problems and prospects for the development of tourism in the Russian Federation;
Creation of a unified system of tourist navigation: road and street signs, signs of tourist display objects, orientation systems in public transport and etc.;
Creation of an all-Russian unified event calendar;
Support for the introduction of new developments for the tourism sector ("audio guide", applications for mobile devices, electronic "Guest Card");
cultural heritage tourism educational
Many conditions are necessary for the successful development of cultural and educational tourism.
The first essential condition is the availability of appropriate tourism resources. Without these objects of a historical and cultural nature, any attempts to develop the type of tourism that interests us are doomed to failure.
Tourist resources necessary for the design of cultural and educational tours and excursion programs can be divided into two groups.
The first group should include subject forms of cultural heritage, the second - non-objective forms of cultural heritage.
The first group includes numerous monuments of history and culture.
This is, firstly, archeological monuments: burial mounds, sites of ancient man, remains of ancient architectural structures. These objects, due to a number of objective reasons, require complex preliminary preparation before becoming objects of a tourist and excursion show. Ideally, as a result of such preparation, another archaeological museum or museum-reserve is born. However, in the Russian Federation, in the entire history of museum work, only a few archaeological museum-reserves have been created. This circumstance greatly reduces the role of archaeological sites in the field of cultural and educational tourism.
It should be emphasized that acquaintance with archaeological sites requires a certain general cultural and historical preparation, which is not always present among a wide range of tourists.
This, secondly, historical monuments: houses and buildings associated with outstanding historical events or famous personalities.
This type of monuments is widespread in Russia. It can be argued that there are objects of this kind in every region, every region, every republic.
Historical monuments also require appropriate preparation before becoming objects of tourist display. Such preparation is not as complicated as in relation to archaeological sites, but in some cases it requires repair and restoration work, landscaping, etc. In the most favorable case, a historical monument serves as the core of a new historical museum or museum-reserve.
A historical monument, as a rule, is not as expressive in appearance as, for example, an architectural monument. Therefore, its inclusion in the composition of the tourist product requires special skills from the tour operator and special training from the guide.
This, thirdly, architectural monuments: various kinds of structures that have certain architectural merits, reflecting the features of certain architectural styles (classicism, modernity, constructivism, etc.).
Architectural monuments are quite often included in cultural and educational routes. In many cases, they are the tourist brands of a particular region or locality (cities, villages, villages).
Architectural monuments also require preliminary work before becoming objects of tourist display (conservation, restoration, preparation for a full or partial museum display, etc.).
It is no secret that many architectural monuments in Russia, especially church buildings and rural noble estates, are in a difficult technical condition and require significant funds for their resuscitation.
The latter circumstance prevents the use of a significant number of architectural objects in the field of cultural and educational tourism.
This, fourthly, urban planning monuments- urban landscapes of high aesthetic value.
Preservation of urban planning monuments requires significant efforts, since it is associated with an attempt to save large-sized "living" urban spaces. The need for the reconstruction of the old housing stock, the erection of various kinds of new construction projects make the preservation of urban planning monuments a very difficult organizational and economic problem.
It is especially difficult to solve the problems of preserving monuments of urban art in large historical cities, where it is impossible to prohibit new construction.
It is somewhat easier to preserve and use urban planning ensembles of small historical towns that are not subject to aggressive restructuring. However, in these cities there is often an acute shortage of funds to maintain tourism facilities in the proper form, there are not enough funds for the restoration of monuments and basic landscaping.
This, fifthly, monuments of monumental art- sculptural works on the streets, squares and squares, elements of the interior decoration of some buildings (for example, iconostases in Orthodox churches).
There are quite a lot of monuments of this kind, especially those that were built in the Soviet era. Therefore, it is required to conduct a thorough study of them and picky selection for inclusion in the tours and excursion programs.
This, sixth, centers of folk arts and crafts. Interest in visiting these centers is quite large. Arriving at such a center, tourists can study traditional technologies, see museums created at the enterprises of folk crafts, and purchase souvenirs literally from the hands of masters.
In a number of folk art centers, master classes are currently being practiced.
Ancient historical cities are important resources of cultural and educational tourism. They are literally full of attractive objects for tourists. However, many and many of these objects have not yet been identified, not studied, and thus remain outside the scope of intensive tourist activity for decades.
Small towns of Russia have a huge potential for the development of cultural and educational tourism. These are genuine "reserves of antiquity", since over the past two or three centuries, many of them have not undergone the slightest change in their appearance.
However, small towns have their own problems: lack of tourism infrastructure, broken roads, not always hospitable locals.
Cultural heritage sites in small Russian towns, as a rule, have long been in need of repair and restoration work.
Thus, the situation in the resource base of cultural and educational tourism is by no means as prosperous as we would like today.
For years, the problem of transport accessibility of objects of tourist interest has been acutely building in Russian tourism. According to some estimates, up to 25% of the national cultural heritage is not included in tourist routes for this very reason.
The next important factor in the development of cultural tourism is the presence of tour operators that specialize in designing tours to get acquainted with the cultural heritage. There are many such firms, but, nevertheless, a huge number of cultural heritage sites have not been included in tourist routes and programs for years and decades. The reasons for this lie in the inability and unwillingness of tour operators to work with "new" objects for themselves. There is an inertia that is very difficult to overcome.
The problem of the quality of excursion services is also relevant for our time. It has a twofold character. On the one hand, there is not always enough qualification to prepare a sufficiently deep in content and attractive in form the text of the excursion. On the other hand, the estate is not always enough to competently and excitingly conduct a tour for any segment of the tourist market.
A whole range of problems in the development of cultural and educational tourism is associated with its information support.
Information support for cultural and educational tourism includes the activities of tourist information centers, the publication of popular reference literature, the publication of articles of a corresponding nature in mass periodicals, the preparation of radio and television broadcasts, and the widespread use of computer technologies.
Another range of problems is related to the improvement of advertising of tourist products of a cultural and educational nature. These are all kinds of creative types of advertising, public relations, organization and holding of specialized tourist exhibitions.
Another important condition for the development of cultural and educational tourism is the formation of a sustainable interest in the knowledge of various forms of cultural heritage in different strata of modern society. First of all, this is true for children, schoolchildren, students, youth.
In this regard, I would like to note a certain underestimation of the upbringing and educational role of tourism in secondary and higher educational institutions in Russia.
Finally, one cannot but say that the forward movement of Russian tourism in general, and cultural and educational tourism in particular, is constrained by the extremely low level of material support for Russian citizens. This is especially noticeable during economic crises. It has been noticed that a person who finds himself in a difficult financial situation, first of all, refuses a good rest, from the opportunity to go on some kind of trip.
1Cultural and educational tourism is the most popular and promising of all types of tourism in the 21st century, since, using the achievements of past years, it helps to establish mutual understanding between people, cultivates respect for the diversity of cultures and raises the intellectual and spiritual level of the population. The article analyzes the problems of tourism in modern Russia and outlines ways to improve domestic tourism through the creation of new cultural centers with exhibition halls and a developed field of recreation and entertainment, comprehensive open-air museums, the training of well-trained specialists in the field of tourism, the introduction of new forms of management. The characteristic features of cultural and educational tourism and the main factors of its development are considered. In conclusion, recommendations are given for the successful development of cultural and educational tourism in Russia. To do this, it is necessary to improve the infrastructure of tourist facilities, competently use the hidden tourist resources in the province, apply the accumulated experience and find more effective methods of work.
cultural tourism
attractions
cultural centers
museumification
archaeological sites
tourism resources
1. Gorbunova M.Yu. Organizational foundations of cultural tourism // Problems and prospects for the development of cultural tourism in the Saratov region. - Saratov, 2006.
2. Izotova M.A., Matyukhina Yu.A. Innovations in socio-cultural service and tourism // htpp: // tjurlib / net.
3. Kovalev G.D. Fundamentals of innovation management. - M., 2009.
4. Likhachev D.S. Thinking about Russia. - St. Petersburg, 1999.
5. Likhachev D.S. Russian culture. – M.: Art, 2000.
6. Otnyukova M.S. Cultural tourism and social construction of attractions // Problems and prospects for the development of cultural tourism in the Saratov region. - Saratov, 2004.
Cultural tourism became widespread in the second half of the 20th century, when many developed countries moved from an industrial to a post-industrial society, one of the features of which is a significant expansion of access to cultural goods. Cultural and educational tourism is currently the most popular. In the 1980s, Academician D.S. Likhachev emphasized that for the preservation of human life, the environment created by the culture of his ancestors and himself is no less important than the natural biological environment. Culture is the soul of a nation. At the moment, the main problem in tourism in Russia is the development of domestic and inbound tourism. Also, at present, the problem of finding a national idea is extremely acute. The study of one's own past and the use of the experience and achievements of many hundreds of generations that lived before us will contribute to its solution in the best possible way.
In the 21st century, specialists in the tourism business recognize cultural and educational tourism as the only one capable of revealing the new, interesting and unknown to the traveler as the most promising direction in tourism. It should be emphasized that it is cultural tourism that develops various forms of human communication, establishing and consolidating mutual understanding between people, respect for the diversity of cultures and customs. Culture is the fundamental basis of the process of development, preservation and strengthening of the independence and identity of peoples. Cultural and educational tourism is currently a completely new area of cultural recreation and spiritual education. The expansion of cultural tourism in our time is facilitated by the development of all types of transport, interregional and international cultural contacts, the formation and improvement of the tourism industry in our country and in the world.
Only a few foreign tourists and a few of our compatriots imagine that on the territory of most regions and districts of Russia there are unique archaeological, ethnographic, historical, architectural and natural monuments. In recent decades, the most interesting monuments of the Paleolithic, Neolithic, Bronze Age, Early Iron Age and the Middle Ages have been discovered in our country, containing cultural and artistic values that are comparable in terms of aesthetic performance and historical significance to the well-known treasures of world civilizations. These monuments, according to experts, represent a huge cultural potential for the development of tourism in the province. It should be noted that the introduction of local attractions into the tourist circulation will give impetus to the development of cultural and educational tourism, which is becoming popular and in demand all over the world.
There is another very important aspect in this issue - the problem of education and upbringing. The development of cultural tourism, which contributes to the harmonization of man and society, man and nature, in all developed countries is in the field of view of the state. The main objects of such tourism are monuments of history, nature and culture, archeology. The same monuments are permanent significant sources of income, solve the problem of creating jobs, and contribute to the knowledge of the small homeland.
There are three main differences between modern cultural and educational tourism:
1) the active role and position of the tourist are of paramount importance, the possibility of choosing routes and forms of their passage is very high;
2) the attractive role of not individual monuments, as before, but of an integral cultural environment;
3) the cultural resources of a particular region of Russia act as cultural capital capable of reproduction, including through income from modern forms of tourism.
The main factors of cultural tourism, according to researcher M.Yu. Gorbunova, are, firstly, clients as consumers of these services; secondly, providing access to these services of the enterprise. Like other areas, cultural and educational tourism is organized around attractions that can be conditionally divided into several types: historical, archaeological, natural, architectural, geological, sports, political, religious and complex. Educational tourism, diverse in subject matter, is divided into two main types: stationary tours (include city excursions) and route tours (most of the proposed complex tourist projects and trips). In any case, educational tourism is a concentration of cultural heritage objects, such as:
1) monuments of archeology;
2) religious and civil architecture;
3) small and large historical cities;
4) rural settlements;
5) museums, theaters, exhibitions;
6) social infrastructure;
7) objects of ethnography, centers of applied art;
8) technical complexes and structures.
Recently, entertainment tourism has become a popular form of cultural and educational tourism. It should be remembered that the basis of cultural tourism is the need for intellectual, spiritual and communicative development of a person. Therefore, at present there is a huge number of completely new tourist destinations: ethnographic, archaeological, floristic; offers of photo tours, military tours, wine, religious and wedding tours are brought to the tourist market. Event, educational, ecological and other types of cultural and educational tourism are developing, new museums are appearing, among them there are private ones, for example, in Serednikovo near Moscow, with the possibility of introducing individual programs. And first of all, it is necessary to note the emotional impact of such forms of cultural tourism as interactivity, role-playing games and theatricalization. In practice, these are products of recreational tourism, but having deep moral and cultural roots. Such projects can be periodic, one-time, and can become permanent.
In traditional Russian culture, travel symbolizes the expectation of an unusual and emotionally rich cultural experience, primarily associated with the experience of historical and natural-aesthetic reality. Russia has the most powerful tourism resources, but currently it accounts for only 1% of the world tourism product. This means that the point is the development of tourism, the insufficient appearance on the market of a new tourist product and a new, qualitatively different from the previous, modern tourist infrastructure. Thus, increasing the level of local tourism will not only significantly increase the budget, but will also play a role in instilling patriotism among young people and drawing attention to the cultural heritage of the regions of our country. For the development of domestic tourism, it is necessary to develop and implement new, modern forms of work.
The state of tourism in Russia cannot be considered satisfactory. The difficult socio-economic situation, the low level of income of the population, the low level of the management structure of Russian tourism - the list of reasons can be continued for a long time. But the main ones are inertia, as well as the unwillingness or inability of state structures and organizations involved in tourism to use the experience gained in our country during the years of Soviet power, as well as the experience of the most advanced countries in this direction.
The implementation of new tourism goals makes it necessary not only to restructure the socio-political and economic nature, but also to introduce the latest information technologies into the tourism business.
One of the most promising areas in the development of tourism is the creation of centers of cultural, scientific, educational activities on the basis of archaeological, ethnographic, historical, architectural, natural and landscape monuments, and, in the best case, complex open-air museums. A wealth of experience in the creation of such facilities has been accumulated in foreign countries, such as Flevo in Holland, Leir in Denmark, Batser Hill in England, and Düppel in Germany. In recent years, museum complexes have begun to be created in Russia, such as Ethnomir in Kaluga, Kostenki in Voronezh, Arkaim in the Chelyabinsk regions, etc. Such centers, in fact, represent a new model for the activities of cultural institutions with practically unlimited resources and opportunities. On their basis, a fundamentally new sphere of recreation and entertainment for many regions can be created.
Particularly interesting in this regard are the museumified monuments located in natural national parks, nature reserves and sanctuaries. However, the activities of such centers are not limited to human history and culture. Communicating with nature, studying it, as well as solving the problems of the relationship between nature and man, fostering respect for the environment can and should also be included in the scope of such a center. In general, we can say that one of the goals of such institutions should be the greening of human life in the broadest sense of the word.
In addition, at the present stage of development of domestic tourism, it is absolutely necessary to return to the old, long and unfairly forgotten, but the most interesting routes developed in Soviet times. Until the 1990s in Russia, apart from local history and literary museums, there were almost exclusively traditional architectural ones, such as Kizhi, or literary ones, such as Tarkhany or Yasnaya Polyana, memorial museums.
In recent years, the museumification of specific monuments known to a narrow circle of specialists - archaeological objects - has been developed. The museumification of archaeological sites allows not only to solve the problem of preserving this unique heritage dating back many centuries and millennia, but also contributes to the emergence of fundamentally new forms of storage and display of these unique exhibits and complexes. In many regions of Russia, specialized archaeological museums are being created, as well as open-air museum-reserves. Such institutions contribute to the improvement of the promotion and popularization of the archaeological heritage. Archaeological funds, which make up the lion's share of the exhibits, are among the most interesting from the point of view of visitors. But in most cases, they have very modest storage facilities and exhibition space. The lack of specialists, including archaeologists and professional museum workers, leads to the fact that the exhibition areas are very boring and uninformative.
Very interesting expositions are archaeological museums or archaeological departments in local history museums in Moscow, Samara, Volgograd, as well as museumified archaeological sites such as Tanais, Chersonese, Arkaim and others. However, in such open-air museums, as a rule, there is no developed service sector for visitors and vacationers (there are no hotels, cafes, rental points for sports and other equipment and vehicles, boat and yacht stations, beaches, parking lots, shops, etc.). As a rule, visiting such museums is limited to getting acquainted with the exposition, since such museums were created, as a rule, for research purposes, and one of the last places was given to the service of sightseers and tourists. Therefore, it is necessary to develop the infrastructure of these tourist sites.
The creation of a new type of centers implies not only the presence of exhibition halls and complexes, but also a developed area of recreation and entertainment. The work of the center should be aimed at ensuring that the visitor not only gets acquainted with the existing sights and expositions, but also receives the most positive emotional charge. As you know, the best indicator of the effectiveness of any institution engaged in the field of socio-cultural business and tourism is the degree of "returnability" of the visitor. Accordingly, the better and more diverse the pastime of tourists and sightseers will be organized during a visit to the center, the more likely it is to increase this indicator.
It should be noted that a large role in the development of modern cultural and educational tourism belongs to competent, professionally trained managers, moreover, tourism specialists must be good psychologists. Well-trained professionals can deal with various innovations and innovations in the tourism business.
In a market economy, tourism organizations are increasingly aware of the need to develop new products and services and the benefits associated with this. Forecasting the profit of a new tourism product is the task of innovation management, as a type of cultural, economic and entrepreneurial activity of tourism companies for the effective organization of innovation processes. In addition, innovation management involves the real and competent use of all available resources and the mandatory introduction of new forms of work.
The theme of tourism, obviously, acquires a new sound and can become one of the most important dominants in the development of mankind in the third millennium. More and more people are overcoming spatial barriers in the hope of joining a different culture, gaining new knowledge and impressions. Thus, tourism becomes a sustainable element of a person's leisure activity and contributes to the preservation of cultural heritage, the exchange of cultural information, but its development raises many questions and problems, some of which are indicated in this article.
Reviewers:
Chepik V.D., Doctor of Pediatric Sciences, Professor of the Department of Service and Tourism, Gzhel State Institute of Art and Industry, Moscow Region, pos. electrical insulator;
Loginova L.F., Doctor of Historical Sciences, Professor of the Department of Theory and Pragmatics of Culture, OCHU VO "Humanitarian and Social Institute", Moscow Region, pos. Kraskovo.
Bibliographic link
Korzhanova A.A. PERSPECTIVE DIRECTIONS OF DEVELOPMENT OF CULTURAL AND EDUCATIONAL TOURISM IN RUSSIA // Fundamental Research. - 2015. - No. 2-18. - S. 4044-4047;URL: http://fundamental-research.ru/ru/article/view?id=37904 (accessed 10/11/2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"