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Marketing issues of sustainable tourism development in Russian regions

Author

Listed:
  • Marina Sheresheva

    (MSU - Lomonosov Moscow State University)

  • Anna N Polukhina

    (Volga State University of Technology [Yoshkar-Ola])

  • Matvey Oborin

    (PRUE - Plekhanov Russian University of Economics [Moscow])

Abstract

This paper aims to provide a better understanding of marketing issues relevant to sustainable tourism development. Marketing issues are of crucial importance for Russian regions with unique landscapes and many small towns with their ancient churches, original local museums, and other attractions. The main obstacle for sustainable tourism development in these regions is the lack of prominence and absence of right positioning for target audiences. For the Mari El Republic as one of the most prospective sustainable tourism destinations in Russia, ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can become a solid basis for positioning. The research presented in the paper will contribute to the literature on tourism marketing and sustainable regional development in emerging markets by shedding light on the Russian tourism market diversity, as well as on the uniqueness of small Russian towns and villages as attractive destinations in terms of cultural heritage, history, and ecology. It will also underline the need to understand socio-cultural specifics of tourism destinations to ensure positive impact on the prosperity of local communities that are among the most important stakeholders in destination marketing.

Suggested Citation

  • Marina Sheresheva & Anna N Polukhina & Matvey Oborin, 2020. "Marketing issues of sustainable tourism development in Russian regions," Post-Print hal-02448498, HAL.
    • Handle: RePEc:hal:journl:hal-02448498
    DOI: 10.5281/zenodo.3603422
    Note: View the original document on HAL open archive server: https://hal.science/hal-02448498
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    References listed on IDEAS

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    8. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor loyalty: Evidence from mature tourism destinations in Greece," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 11(5), pages 102-120.
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    Cited by:

    1. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    2. Yanan Li & Honggen Xiao & Naipeng Bu & Jianji Luo & Hui Xia & Liyuan Kong & Haoyue Yu, 2021. "Configuration-Based Promotion: A New Approach to Destination Image Sustainability," Sustainability, MDPI, vol. 13(21), pages 1-14, November.
    3. Diunugala, Hemantha Premakumara & Mombeuil, Claudel, 2020. "Modeling and predicting foreign tourist arrivals to Sri Lanka: A comparison of three different methods," MPRA Paper 103779, University Library of Munich, Germany.

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    More about this item

    Keywords

    Tourism; marketing; sustainable tourism; small settlements; culture; destination development; Russia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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