INFLUENCE OF REGIONAL COMPETITIVENESS ON THE DEVELOPMENT OF TOURIST BUSINESS

The article describes a problem of the mutual influence of the region’s competitiveness on the development of the tourism business. The service of tourism business implies satisfaction of recreational and cultural needs, and the attractiveness of the service (its value to the consumer) is due to the creative nature of its performance, i. e. its uniqueness, rarity and originality. The level of customer satisfaction with a service is determined by its quality and by the level of customer expectations. The quality of the services provided by the tourism sector depends on available infrastructure. The competitiveness factors for Rostov region, Krasnodar region and Stavropol region are compared. In addition, an expert assessment is done for various dimensions of tourist potential for these regions. On the basis of the identified key success factors, an assessment of the tourist competitiveness of the regions of the South of Russia is given. Conclusions are made about the more favorable position of the Krasnodar region. This region is characterized by a high level of investment attractiveness, highly qualified personnel, favorable climate conditions, and a developed hospitality infrastructure. The situation in the less competitive regions could be improved by: developing hospitality infrastructure; providing information about tour operators and services via online platforms; developing exclusive tour services; increasing qualifications of personnel in the hospitality industry. Representatives of the tourism industry in the Stavropol region and the Rostov region should focus their efforts on developing these factors. The lack of attractive natural and climatic resources of these territories can be compensated by focusing on meeting the recreational and cultural needs of the consumers of the tourist product.

tourism business, system analysis, recreational resources of the region, Rostov region, Krasnodar region, Stavropol region, regional competitiveness, tourism service, expert assessments, tourism potential, key success factors, tourist destinations.

Yankina I. A., Novi I. N. Influence of regional competitiveness on the development of tourist business. Business. Education. Law, 2021, no. 3, pp. 62—67. DOI: 10.25683/VOLBI.2021.56.335.