Туристская привлекательность российского региона: кейс Казани

Псковский регионологический журнал. 2023. Т. 19. № 4. С. 116–131.

Reshetnikova K., Predvoditeleva M., Манина А. В.

The COVID-19 pandemic and forthcoming geopolitical situation significantly affected the development of the Russian domestic tourism. Russian tourism destinations obtained a new stimulus for their development, however, attracting new tourists issues the challenge for the regions to strengthen their competitive position. Kazan is one of the traditional tourism destinations that targets increasing the tourism flows in the coming years. The study aims at identifying the target audience, its segmentation and determining of the destination attractiveness for each segment. To reach this goal the empirical research was carries out by questioning the target audience. The questionnaire included questions on the evaluation of the destination attractiveness attributes and on the social and demographic characteristics of the respondents. The factors and cluster analysis was carried out. The data was analyzed with the Statistical Package for the Social Sciences (SPSS). This allowed segmenting the target audience, outlining four main segments among the Kazan tourists (Comfort lovers, Communicators, Gourmets, and Active tourists) that prioritize different destination’s attributes. The obtained results can be useful for the regions’ tourism decision makers in marketing and communication strategies correction in accordance with the target audience needs.

Keywords: региональное развитие, regional development, destination, туристическая дестинация, туризм, Russian tourism sector, destination attractiveness, привлекательность дестинации