STRATEGIC POTENTIAL OF TOURISM BUSINESS IN THE CONTEXT OF SOCIO-ECONOMIC DEVELOPMENT OF REGION

The problems of developing the strategic potential of the tourism business of the region are studied using Rostov region as an example. Based on a SWOT analysis of the tourism sector of the Rostov Region, it was revealed that the region has a low strategic potential: the field of threats and weaknesses is larger and more significant in influence than the number of opportunities and strengths. The most dangerous threats are associated with the unfavorable economic situation in the country and the likelihood of new competitors entering the market: the appearance of similar tours or services offered by competing regions. Weaknesses that are most severely affected by the external environment are associated with low level of industry profit and low level of investment attractiveness. Strengths of the tourism industry in the Rostov region, which allow overcoming the influence of the external environment, are associated with the presence of unique cultural and historical resources and the region’s ability to innovate in tourism. It is shown that the problems of business development are: insufficient stratification of tourism services according to various socio-economic criteria; strategically not thought out the state and regional support of the tourism sector of the Rostov region, a shortage of qualified specialists in the field of marketing, PR and tourism management; neglect of climatic and cultural-historical objects of interest to tourists. Among the directions of development of the tourism industry of the Rostov Region, the following stand out: information accumulation in the framework of event tourism on the Internet platform; creating a calendar of events and the possibility of building for consumers a unique trajectory of tourism services; the creation of a tourism cluster, involving cooperation between the activities of tourism business organizations, which will increase the quantity and quality of tourism services, and attract long-term investments.

tourism business, strategic potential, strategic analysis, system analysis, recreational resources of the region, tourism, SWOT analysis, strengths and weaknesses, opportunities and threats, tourism industry of the Rostov region.

Yankina I. A., Novi I. N. Strategic potential of tourism business in the context of socio-economic development of region. Business. Education. Law, 2020, no. 3, pp. 118–123. DOI: 10.25683/VOLBI.2020.52.360.