PROSPECTS AND MEANS OF EXPANDING THE TOURIST FLOW FROM CHINA TO THE VOLGOGRAD REGION

The article presents a study of the possibility of applying marketing methods and PR‑technologies to create a favorable tourist image of the Volgograd region for Chinese tourists, methods of theoretical research and generalization, desk marketing research. Marketing technologies for formation of a tourist image were characterized, PR technologies in formation of a tourist image, marketing technologies for creating a tourist image of Russia for Chinese tourists were considered. In the framework of this article, it was revealed that image formation is understood as the formation of a stable positive impression, an integral image formed in the minds of the target audience, as well as the formation of iconic means associated with the image and contributing to the most complete achievement of the goals facing the tourist destination. The study revealed the value of a Chinese tourist for tourism and hospitality in Russia and the Volgograd region. The formation and implementation of the China Friendly program in various regions is considered as a pilot project of a new form of systematic relations in tourism between countries. The China Friendly program acts as a kind of conceptual passport for inbound tourism, which can also be developed for citizens of other countries. By developing such passports in various directions, it will be possible to tactically adjust the hospitality strategy for various target audiences. Within the framework of the program under study, criteria were developed, adaptation of the regional tourist infrastructure for organizing a massive tourist flow from China to the Volgograd region. In conclusion, it was noted that with all the obvious advantages of implementing the program in Volgograd region, there are certain problems associated with adaptation of tourism and hospitality enterprises of Volgograd region to the China Friendly program. The level of development of tourism infrastructure in the Volgograd region allows ensuring a high level of technical compliance of enterprises with the requirements of the China Friendly program, it is especially worth noting the availability of developed specialized tourist routes on the most popular topics ‑ military.

marketing, PR‑technologies, tourist image, adaptation, destination, tourist flow, tourist infrastructure, pilot project, tourist attraction, region, territory development.

Belikova E. V., Perfilieva I. V. Prospects and means of expanding the tourist flow from China to the Volgograd region. Business. Education. Law, 2019, no. 4, pp. 226–230. DOI: 10.25683/VOLBI.2019.49.460.