Journal of Environmental Treatment Techniques  
2019, Special Issue on Environment, Management and Economy, Pages: 944-949  
J. Environ. Treat. Tech.  
ISSN: 2309-1185  
Journal web link: http://www.jett.dormaj.com  
Management of Tourist Attractiveness of  
Regions of Russia (on the Example of the  
Republic of Tatarstan)  
Gulnara F. Valeeva, Oleg A. Bunakov, Sahetmyrat A. Gurbanov, Hjugo Espinoza  
Bautista  
Institute of Management, Economics and Finance, Kazan Federal University, Kazan, Russia  
Received: 13/09/2019  
Accepted: 22/11/2019  
Published: 20/12/2019  
Abstract  
Today, the tourism industry as a highly profitable and dynamically developing business sector is becoming increasingly  
important in the development of individual regions, thereby contributing to the preservation of the sociocultural potential and  
authentic values, natural landscapes and ecosystems of individual territories. The tourism industry provides deep integration of  
public relations, the dynamics of the development of sectors and social mobility. The most important task of the development of  
the tourism sector of the Russian Federation is the growth of inbound and domestic tourist flow, as this allows us to ensure the  
influx of financial resources necessary for the growth of the national economy. Indicators of increasing tourist attractiveness are:  
an increase in the number of tourists coming to a country (region or city) and the length of their stay in the territory; increase in  
the volume of paid tourist services, hotel services and similar accommodation facilities, etc. Modern management practices of  
developing the tourist attractiveness of the Russian regions consist in the development, implementation and implementation of  
the state program "Tourism Development Strategy in the Russian Federation for the period until 2020", which is aimed at  
preserving and making the most of the natural and climatic resources, maintaining the cultural and historical heritage of the  
regions , the development of mentality and education of citizens, the development of tourist infrastructure. The Republic of  
Tatarstan is one of the most effective and successful regions of Russia in the formation and development of the tourism industry.  
Being an economically prosperous region, Tatarstan is constantly increasing its competitive advantages in the tourism industry  
through a number of large-scale events to build tourist loyalty, as well as the construction of new demonstration facilities, places  
and destinations that help attract massive flows of tourists on various types of trips. The action plan developed in the framework  
of this study is aimed at improving the tourist attractiveness of Tatarstan by building routes for various types of tourism (cultural,  
educational, business, rural), improving the quality of tourism services in the form of innovative technology “augmented reality”  
and generally raising awareness potential consumers about tourism products of the republic.  
Keywords: tourist attraction, tourism, Republic of Tatarstan, regional development, business tourism, rural tourism.  
1
in tourist trips within the country allows us to consider this  
1
Introduction  
direction one of the most promising regions for economic  
development. The Republic of Tatarstan as one of the  
directions of its development has identified the  
improvement of tourist and recreational resources. The  
relevance of the research topic is determined by the fact  
that tourism stimulates the development of other adjacent  
sectors of the economy: trade, transport, communications,  
agriculture, the production of consumer goods, etc. Along  
with high economic potential, tourism plays an important  
social role, which has a significant impact on employment  
and the tourist attraction of the region here is a tool  
conducive to the development of the tourism industry in a  
certain territory.  
Russia has huge potential for the development of the  
tourism sector (1). However, these opportunities are not  
being used to a sufficient degree (2). The main reasons for  
this situation are determined by the unfavorable external  
geopolitical background, the decline in real incomes in the  
context of the financial and economic crisis, which at the  
same time contributes to the actualization of the search for  
tourist destinations within the state. The continuing interest  
Corresponding author: Gulnara F. Valeeva, Kazan  
Federal University, Institute of Management, Economics  
and  
Finance,  
Kazan,  
Russia.  
E-mail:  
gfvaleeva@gmail.com. Tel.:+79655894890.  
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Journal of Environmental Treatment Techniques  
2019, Special Issue on Environment, Management and Economy, Pages: 944-949  
regions are based on four fundamental principles, presented  
in Figure 2:  
2
Methods  
The key methodological approach is a system analysis,  
which provides an effective study of the elements of the  
subject of study in their relationship and interdependence.  
System analysis includes the following groups of methods:  
-analytical: analysis of regulatory, legal and  
methodological literature, regulatory documents related to  
the subject of the study;  
-
diagnostic: a synthesis of expert assessments and  
experience in the aspect of the issue under study;  
forming: the formation of a system and order of  
Figure 2: Mechanisms for the development of tourist attractiveness  
of regions  
-
organization of tourist attractiveness of the regions of the  
Russian Federation.  
The development of the tourist attractiveness of the  
Russian regions includes the areas to which the  
mechanisms of influence of managerial practices are  
directed, both from the state and regional commercial  
enterprises. Varieties of factors are presented in Figure 3:  
3
Results and Discussion  
Considering modern approaches to determining the  
tourist attractiveness of a region, it can be concluded that it  
is a multidimensional concept that includes a combination  
of its objective and subjective characteristics, material and  
intangible factors that affect the results of tourism activities  
and determine the position of the region for tourists and  
tourism entities, including the resource and infrastructure  
potential of tourism activity and the socio-institutional risks  
of its implementation participate in the territory (3-8).  
In modern conditions, characterized by a constant  
increase in competition under equal conditions for  
managing the territories, the brand and the image of the  
regions are given high priority importance. Place of tourist  
attraction in the region’s management system:  
Figure 3: Factors in the development of managerial practices to  
improve the tourist attractiveness of Russian regions  
During the study, the main problems of the  
development of tourist attractiveness of the Russian regions  
were identified:  
To date, the main problem of the tourist attractiveness  
of the Russian regions is related to infrastructure.  
According to data from world organizations, Russia has the  
following positions in an intercountry comparison:  
Figure 1: Place of tourist attraction in the region’s management  
system  
87th place in terms of air transport development  
level;  
114th place in terms of affordability of rooms in  
hotels;  
84th place in the number of comfortable places in  
hotels and other places of accommodation;  
84th place in government spending on the  
tourism sector;  
The state, being the subject of management, should  
recognize the tourism sector as one of the important sectors  
of the territory's development, contributing to the formation  
and establishment of tourism and creating favorable  
conditions for its development, supporting and ensuring the  
implementation of socially oriented functions.  
The key goal of managing the development of tourist  
attractiveness of the region is the formation, establishment  
and development of territorial branding, which is revealed  
in the formation of its competitive or special advantages  
over other regions, as well as to increase its image, increase  
popularity and fame in the eyes of tourist groups. The  
mechanisms for developing the tourist attractiveness of the  
Consider the dynamics of the average annual growth  
rate of collective accommodation facilities by federal  
districts. When analyzing the past 12 years, the highest  
growth rate is characteristic of the North-Western and Far  
Eastern federal districts: this is explained by socio-  
economic and political reasons that allowed creating  
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Journal of Environmental Treatment Techniques  
2019, Special Issue on Environment, Management and Economy, Pages: 944-949  
favorable investment conditions for the development of the  
tourism industry in the regions.  
successfully developing and are associated with rural,  
environmental, halal tourism, sporting events, gastronomic,  
medical tourism.  
Table 1: Dynamics of the average annual growth rate of  
collective accommodation facilities by federal districts  
Federal  
2017  
District of the  
Russian  
growth  
rate to  
Federation  
2005,%  
Far Eastern  
Volga  
188,69  
138,83  
187,13  
172,43  
167,50  
170,22  
111,68  
Northwestern  
Siberian  
Ural  
Central  
Figure 4: The main problems of the development of tourist  
attractiveness of Russian regions  
South and  
North  
The tourist attractiveness of these federal districts can  
be estimated by assigning a rank to each region, so 5 points  
is a high tourist attractiveness, 4 points are above average,  
Caucasus  
3
points are average attractiveness, 2 points are below  
Total  
154,15  
average, 1 point is low attractiveness. Further, in order to  
identify the degree of dependence between tourist  
attractiveness and the number of collective accommodation  
facilities in the context of federal districts, a correlation  
analysis was carried out. The coefficient value was 0.993.  
A positive value states that an increase in one indicator  
entails an increase in another, i.e. a greater number of  
collective accommodation facilities indicates the high  
tourist attractiveness of a particular federal district. Also,  
the obtained value suggests that the dependence of one  
indicator on another has a high estimate, since if the  
indicator is “unity”, this means high dependence, “zero”  
means the complete absence of dependence. The Republic  
of Tatarstan is one of the most developed economically and  
touristy regions of Russia. The share of tourism in the  
region’s GRP, according to the schedule on the slide, is  
Today, the Republic of Tatarstan is one of the most  
promising tourist centers in Russia. The tourist flow to the  
republic is growing on average by 8% per year, and by  
2019 it is projected to increase to 2 million 450 thousand  
people. The volume of income of collective  
accommodation facilities from the services provided for  
2018 amounted to 8.7 billion rubles, which is 31.5% more  
than in the same period in 2017 (10,12,13)  
In the course of a study of the problems of the tourism  
sector in Russia, the fact of low awareness of the local  
population about the tourism potential of the regions was  
noted: it applies to tourism in Tatarstan. Potential  
consumers need to provide all the information related to the  
tourism services of the republic, including types of tourism,  
tourism facilities, places of interest, features of tours,  
locations, cost of tours, etc.  
6.1%. The tourist attractiveness of the Republic of  
Tatarstan is constantly increasing its volumes, for example,  
over the past few years, large-scale and ambitious projects  
have been implemented that have contributed to attracting  
the flow of tourists to the region (9, 14-17). New tourist  
routes and destinations were opened, which are  
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Journal of Environmental Treatment Techniques  
2019, Special Issue on Environment, Management and Economy, Pages: 944-949  
Table 2: The program of the route "Business Tatarstan"  
Action plan, objects of visit  
Day of excursion, time  
1
0
1
1
1
1
2
2
0
0
0
1
1
3
0
0
1
1
1
1
4
0
0
1
1
1
2
5
0
0
day:  
8.00-11.00  
2.00-16.00  
6.30-17.30  
8.00-19.00  
9.00-21.00  
1.00  
Meeting of tourists at the railway station with a representative of travel agencies  
Sightseeing tour of Kazan, Kazan Kremlin  
Lunch at the city café  
Check into a hotel  
Night tour of Kazan  
Free time  
day:  
7.00-08.00  
8.00-09.30  
9.30-15.00  
5.00-18.30  
8.30-18.30  
day:  
7.00-08.00  
8.00-12.30  
2.30-13.30  
3.30-17.00  
7.00-19.00  
9.00  
Breakfast at the hotel. Tourist gathering  
Drive to Innopolis  
Tour of Innopolis facilities with lunch in the city café  
Drive to Elabuga  
Check into a hotel. Free time  
Breakfast at the hotel. Tourist gathering  
Tour of manufacturing enterprises in the city of Elabuga  
Lunch at the city café  
Excursion to the SEZ PPT "Alabuga", seminars and trainings  
Drive to Naberezhnye Chelny  
Check into a hotel. Free time  
day:  
7.00-08.00  
8.00-12.00  
2.00-13.00  
3.00-17.30  
7.30-20.00  
0.00  
day:  
7.00-08.00  
8.00-10.00  
Breakfast at the hotel. Tourist gathering  
Tour of manufacturing enterprises in Naberezhnye Chelny  
Drive to Nizhnekamsk  
Tour of manufacturing enterprises in Nizhnekamsk  
Conducting seminars and trainings  
Check into a hotel. Free time  
Breakfast at the hotel. Collection of tourists from hotels  
A trip to the village. Kama Glades  
Tour of the manufacturing enterprises of the village. Kamsky Polyany, "Industrial Park Kamsky  
Polyany"  
10.00-15.00  
1
1
1
5.00-17.00  
7.00-19.00  
9.00  
Drive to Kazan  
Campus Walking Tour  
The end of the program. Transfer to the station or to the city center  
Also, in order to increase the tourist attractiveness of  
created in the region, therefore, in order to increase tourist  
attractiveness, it is necessary to develop a business tourism  
route. The program of the route "Business Tatarstan":  
the Republic of Tatarstan, it is necessary to introduce the  
innovative technology “augmented reality”: in the form of  
recommendations, travel agencies of the republic are  
invited to apply modern methods of obtaining and  
providing information in the framework of providing more  
complete, exciting and high-quality services to tourists. The  
innovative technology “augmented reality” is the projection  
of various information: texts, video, graphics, audio  
material over the screen of a real object in real time. Many  
tourist operators of the Republic of Tatarstan implement  
local tourist routes lasting 1-2 days, so it is necessary to  
develop the Golden Ring route, which includes all the main  
cultural and historical attractions of Tatarstan and will be 5  
days in duration (the cities of Kazan, Elabuga, Ulyanovsk,  
Tetyushi, Bulgaria, Bilyarsk, Chistopol). Today, the  
manufacturing industry in the republic is rapidly  
developing, thanks to innovative approaches, new  
enterprises with unique types of production are being  
The issue of rural tourism development is urgent in the  
republic, which also leads to the development of an  
appropriate new route. Today in the Republic of Tatarstan  
all spheres of agroindustrial and livestock farming types are  
rapidly developing, unique projects for the region are  
Yagodnaya Dolina, ostrich farm Tatar Ostrich, Biosphere  
Fish complex, Maral Farm and other farms. The program of  
the developed route for rural tourism is presented in table 3.  
4
Summary  
Thus, it can be stated that the developed action plan  
aimed at improving the tourist attractiveness of the  
Republic of Tatarstan is quite feasible in practice and can  
lead to an improvement in the performance of the tourism  
sector.  
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2019, Special Issue on Environment, Management and Economy, Pages: 944-949  
Table 3: Route program for rural tourism  
Day of excursion, time  
Action plan, objects of visit  
1
day:  
0
1
1
1
1
8.00-11.00  
2.00-16.00  
6.30-17.30  
8.00-19.00  
9.00-21.00  
Meeting of tourists at the railway station with a representative of travel agencies  
Sightseeing tour of Kazan, Kazan Kremlin  
Lunch at the city café  
Check into a hotel  
Night tour of Kazan  
21.00  
Free time  
2
day:  
0
0
0
1
1
1
7.00-08.00  
8.00-09.30  
9.30-12.00  
2.00-14.00  
4.00-16.00  
6.00-19.00  
Breakfast at the hotel. Tourist gathering  
Trip to s. Big Yaks Zelenodolsky municipal district  
Guided Valley Tour  
Picnic  
Trip to s. Yamashurma Vysokogorsky district,  
Farm Tour "Tatar Ostrich"  
19.00  
Accommodation in guest houses. Free time  
3
day:  
0
0
1
1
1
1
7.00-08.00  
8.00-10.00  
0.00-12.00  
2.00-13.00  
3.00-16.00  
6.00-19.00  
Breakfast. Tourist gathering  
A trip to the village of Zimnaya Gorka Laishevsky district  
Tour of the Biosphere Fish Complex  
Picnic  
Trip to s. Nurlaty Zelenodolsky district  
Excursion "Maral Farm"  
19.00  
Accommodation in guest houses. Free time  
4
day:  
0
0
1
1
1
7.00-08.00  
8.00-10.00  
0.00-12.00  
2.00-14.00  
4.00-16.00  
Breakfast. Tourist gathering  
Trip to s. Shelang Verkhneuslonsky district  
Excursion "Farm"  
Picnic  
Drive to Kazan  
16.00  
The end of the program. Transfer to the station or to the city center  
5
Conclusions  
Acknowledgements  
The action plan developed in the framework of this  
The work is performed according to the Russian  
Government Program of Competitive Growth of Kazan  
Federal University.  
study to increase the tourist attractiveness of the Republic  
of Tatarstan:  
Firstly, it contributes to the ongoing development  
of historical and educational tourism through the  
introduction of the Golden Ring route development  
by local travel agencies;  
Secondly, it promotes the development of business  
tourism through the introduction of the  
development of the “Business Tatarstan” route by  
local travel agencies;  
Thirdly, it stimulates the development of rural  
tourism through the introduction by local travel  
agencies of the development of the “Farms of  
Tatarstan” route;  
Fourthly, by developing the section "Tours" on the  
site "Tourism Service of the Republic of Tatarstan"  
increases the loyalty, awareness of potential  
consumers about the tourism opportunities of the  
republic;  
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