Socio-economic problems of sustainable development of tourism. Characteristic features of tourism in the XXI century - sustainable and innovative development

Characteristic features of tourism in the 21st century are sustainable and innovative development.

Source: Collection of scientific articles of the Moscow Academy of Tourism and Hotel and Restaurant Business under the Government of Moscow., 2006

Description: The article identifies the main trends in the development of the tourism industry in recent years, which indicate that the further development of tourism will be carried out through the widespread introduction of innovations.

By the end of the 20th century, tourism took a leading place in international foreign economic relations, began to have a serious impact on the development of the economies of individual countries and the world economy as a whole, and its influence on the formation of gross domestic product increased. Therefore, tourism was called the "phenomenon of the twentieth century."

Despite the obstacles that arise (natural disasters, man-made disasters, terrorist attacks, etc.), tourism continues to develop actively at the present time. The forms and methods of organizing travel are changing, new types of tourism are emerging, conditions for the sustainable development of tourism are being developed and created. Tourists, in connection with the expansion of opportunities for obtaining information, are increasingly beginning to intervene in the process of preparing a trip.

The trends that have been developing in the tourism industry in recent years indicate that the further development of tourism will be carried out through the widespread introduction of innovations. Further technical progress, the emergence and implementation of basic innovations (nanotechnologies, biotechnologies, etc.), and the widespread use of knowledge will have a significant impact.

This will be facilitated by the struggle for the sustainable development of world civilization, including tourism.

Sustainable tourism development

Sustainable development of tourism is the ability of tourism to maintain its quantitative and qualitative indicators for a long period of time, that is, to meet the expectations of residents and tourists, both in a short and long period, without damaging the environment of the territory that is interested in this phenomenon.

The document adopted by the General Assembly of the World Tourism Organization (1985) - "Tourism Charter and the Tourism Code" - put forward the position that "the local population, having the right to free access to tourism resources, must ensure, by their attitude and behavior, respect for the natural and cultural environment. It has the right to expect tourists to understand and respect their customs, religions and other aspects of their culture, which are part of the heritage of mankind.”

Tourists, realizing that they are guests of the host country, should show the greatest respect for the natural and cultural heritage of the place of stay and refrain from comparing the economic, social and cultural differences existing between them and the local population. Such behavior of tourists can be facilitated by preliminary (before the start of the trip) information: a) about the customs of the local population, its traditional and religious activities, local prohibitions and shrines; b) about artistic, archaeological and cultural values, about fauna, flora and other natural resources of the visited territory, which must be protected and preserved.

In April 1989, the Inter-Parliamentary Conference on Tourism adopted the Hague Declaration. The declaration emphasizes that “Given the deep relationship that exists between tourism and the environment, one should: Promote integrated tourism development planning based on the concept of “sustainable development”, which was endorsed by General Assembly UN; stimulate the development of alternative forms of tourism that promote closer contact and understanding between tourists and host populations, preserve cultural identity and offer diverse and original tourism products and facilities, and ensure the necessary cooperation of the public and private sectors in achieving these goals, both at the national, as well as internationally."

In 1992, at the UN Conference on Environment and Development, held in Rio de Janeiro, the concept of sustainable development received further confirmation. Delegations from 182 countries of the world adopted the program document "Agenda for the 21st century" ("Agenda 21"). Tourism as a separate topic was not included in this document, however, its impact on the preservation of the environment, cultural and natural heritage and on the integration of the efforts of various organizations for sustainable development, was the reason for the development and adoption in 1995 by the World Tourism Organization (UNWTO), the World Travel and Tourism Council (WTTC) and the Earth Council (Agenda 21 for the Travel and Tourism Industry).

This document defines sustainable tourism development as follows: “Sustainable tourism development meets the current needs of tourists and host regions while safeguarding and enhancing opportunities for the future. All resources must be managed in such a way as to meet economic, social and aesthetic needs while preserving cultural integrity, important ecological processes, biodiversity and life support systems. Products sustainable tourism- these are products that exist in harmony with the local environment, society, culture in such a way that it brings benefits, not harm tourism development". Consequently, those types of tourism activities that have the highest total positive effect in terms of ecology, economy and social development are the most sustainable.

Agenda 21 for the travel and tourism industry states that there is ample evidence of excessive tourist influx, resorts losing their former glory, destruction of local culture, transport problems and growing local resistance to tourism development. The tourism and travel industry has the potential to significantly improve the environmental and socio-economic situation in all the centers and countries in which the industry operates through a culture of sustainable tourism development. It is to replace the culture of intensive consumption with a culture of intelligent growth; balance economic and environmental factors development; find common interests of tourists and the local population; distribute the benefits received among all members of society, and primarily among the poorest categories of the population.

The document outlines a specific program of action for state bodies responsible for the state of tourism and tourism companies to create conditions for the sustainable development of tourism. The important role of cooperation between authorities, economic sectors and tourism organizations is emphasized, and the enormous benefits of shifting the focus from “eco-tourism” to “sustainable tourism” are demonstrated. Sustainability in tourism implies a positive overall balance of the environmental, socio-cultural, and economic impacts of tourism, as well as the positive impact of visitors on each other.

"Agenda 21 for the travel and tourism industry" recommends nine priority areas for the authorities government controlled:
assessment of the existing regulatory, economic and voluntary framework in terms of sustainable tourism development;
assessment of the economic, social, cultural and environmental activities of the organization;
training, education and public awareness;
tourism sustainable development planning;
promoting the exchange of information, skills and technologies related to the sustainable development of tourism between developed and developing countries;
ensure the participation of all public sectors;
development of new tourism products based on the principle of sustainability;
assessment of progress towards sustainable tourism development;
cooperation for sustainable development.

The tasks of tourism companies are: the development of systems and procedures for introducing ideas of sustainability into management and determining areas of activity for the implementation of the principles of sustainable tourism development. Agenda 21 for the travel and tourism industry emphasizes that consideration of economic, social, cultural criteria and environmental protection should be an integral part of all management decisions and should be given priority over the inclusion of new elements in existing programs. All company activities from marketing to sales should be influenced by programs to protect, preserve and restore the environment.

In recent years, there has been a gradual but increasingly large-scale transition to the use by tourism companies and enterprises, especially accommodation facilities, special methods that ensure the rational use of environmental resources. Voluntary certification systems, environmental labels, awards for environmental performance, codes of conduct are increasingly being used and are becoming more popular.

In 2000, well-known tour operators, with the participation of the United Nations Environment Program (UNEP), the United Nations Educational, Scientific and Cultural Commission (UNESCO) and the World Tourism Organization (UNWTO), created a voluntary non-profit partnership "Tour Operators Initiative for Sustainable Tourism Development". Among the participants of this partnership are such well-known companies as TUI Group (Germany), Hotelplan (Switzerland), First Choice (Great Britain), ACCOR (France) and others. This organization is open to all interested participants in the tourism sector, regardless of their size and geographical location.

The members of this initiative define sustainability as the foundation of their business activities and working together to promote practices and practices that are compatible with sustainable development. They committed themselves to striving, both within each organization and in business relationships with partners, to apply the best practices regarding the responsible use of natural resources. To do this, companies will reduce and minimize waste, prevent environmental pollution; protect and conserve plants, animals, landscape, protected areas and ecological systems, biological diversity, cultural and natural heritage, respect the integrity of local cultures and avoid negative impact on social structures; collaborate with local communities and peoples; to use local products and skill of workers.

The World Tourism Organization is actively involved in the implementation of the provisions for the sustainable development of tourism, which are set out in Agenda 21 for the Travel and Tourism Industries. The "Silk Road" campaign is being actively carried out, in which many interested countries participate, in August 2002, at the World Summit on Sustainable Tourism in Johannesburg, the UNWTO and UNCTAD joint program - "Sustainable Tourism - Eliminating Poverty" was approved — ST-EP). The program pursues two goals: the sustainable development of tourism and the eradication of poverty in order to increase their potential dependency and strengthen the role of the least developed and developing countries in sustainable development.

For the sustainable development of tourism, it is necessary that all actors involved in this process, and at all levels, responsibly and with mutual respect fulfill their role - only such tourism can be sustainable. Hence the emergence of a new type of tourism - socially responsible tourism. Its philosophy is to exchange cultural traditions, so that the peoples of the world are consolidated on the basis of national identity, in order to acquaint tourists with the life of local residents, their customs and customs.

The main problem in organizing such trips is that it is necessary to teach tourists to behave like guests who have been kindly allowed to live in the house, and not masters who everyone around should serve. On the other hand, local residents should stop treating tourists as annoying intruders and understand that visitors contribute to the improvement of the economic and social situation in their homeland.

An example of the development of responsible tourism is the activity of a non-profit organization - the Italian Association for Responsible Tourism (AITR), organized in May 1998. Currently, members of the association are more than 60 organizations representing various areas of the tourism business.

According to the latest edition of the charter, approved in October 2005, this association is a second-level association, i.e. only organizations can be members of it. The association involves societies that carry out activities aimed at disseminating the principles set out in the documents on the sustainable development of tourism based on the criteria of justice, respect for human rights, concern for the economic and social sustainability of the environment, transparency in financial transactions, institutional and operational structures.

The charter of the association determines that responsible tourism is carried out on the basis of social and economic justice and in full respect for the environment and cultures. Responsible tourism recognizes the dominant role of local communities that host tourists, their right to be participants in the development of sustainable tourism and bear social responsibility for their own territory.

Responsible tourism activities contribute to the successful interaction between the tourism business, local communities and travelers. Initially, the concept of this new style of travel meant that the tourist himself chooses the excursion route, the way to move around the country and the place to stay for the night. Many began to use this type of travel because of the desire to save money, since the payment of intermediary services was excluded from the costs, and housing was rented directly from local residents. However, in recent years, the concept has changed, which has affected the availability of "responsible voyages". Since the association took over responsible tourism, the function of intermediary has shifted from tourism companies to the AITR association.

Activities to ensure the sustainable development of tourism involve not only tourism enterprises and associations, but government and many non-governmental organizations.

In November 2003, the Australian Government, with the aim of sustainable development of the country's tourism industry and to better position tourism against possible future shocks, adopted the White Paper "Supporting a long-term strategy for tourism" (Tourism White Paper). The White Paper provides for the creation of a framework for cooperation between government authorities at various levels and the tourism industry, encourages the improvement of technological development in the tourism sector and the quality of tourism products, the practice of sustainable development of the tourism business in the field of ecology and culture.
The Swedish Environment Agency has developed and adopted the "Ten Principles for Sustainable Tourism":

sustainable use of natural resources that do not allow their depletion;
reducing excess consumption and waste;
ensuring the conservation of natural, social and cultural diversity;
careful planning, integrated approach, integration of ecological tourism into regional development plans;
support local economies;
participation of the local population in the development of tourism and their participation in the financial and other benefits from this activity;
counseling stakeholders and the public;
training;
responsible tourism marketing.

The International Socio-Ecological Union (ISEU), established in the USSR in 1998, which has more than 10 thousand people from 17 countries, included in its program of activities in 2005 the project "Development of sustainable tourism in the ISSEU member countries".

Currently, a number of international programs are being implemented to introduce sustainable tourism. One such program is the Integrated Coastal Zone Management program. The program has the status of a code and is accepted by most European countries, is being intensively developed in America, and is also relevant for Russia. The program is dedicated to the zones of sea coasts, as the most attractive areas of the biosphere for intensive socio-economic human activity and, above all, for the development of tourism. The purpose of this program is, taking into account the specific social and natural conditions of the sea coasts, attractive for various areas of human activity, to learn how to live on the coasts, to be able to manage them. One of the methods for introducing this area of ​​activity is the development of computer training programs. The European Training Program for Integrated Coastal Zone Management (Coastlern) is funded by European Union within the framework of the program of interaction and assistance to the CIS countries and Russia.

Russia also hosts various events aimed at the sustainable development of tourism. In the Kaliningrad region, a "Charter for the Development of Sustainable Tourism" was adopted, which provides for the implementation of 15 projects in 2002-2006 in order to create conditions for the sustainable development of tourism in the region. Among these projects: restoration of the old postal route on curonian spit; revival of folk traditions and crafts; organization of the tour "Rafting on the rivers of the Kaliningrad region"; organization of a center for the development of rural tourism in the Guryevsky district and others.

In the annual Message to the Legislative Assembly of the Tver region in 2005, the governor set the task of introducing a social and economic model of tourism development in the region. This model, designed for the medium term, involves a set of measures, including active advertising and information activities to create an image of the region that is favorable both for tourism and investment in tourism in general. The result of the project implementation should be an increase in the total number of tourists by at least a third, an increase in the profitability of the tourism industry by 3-4 times and a significant increase in the number of people employed in tourism activities.

Similar programs are available in the Oryol, Pskov, Tyumen Omsk regions and other subjects of the Russian Federation.

The World Tourism Organization in 2004 in the conceptual definition of sustainable tourism development stated that “the norms and practices of managing sustainable tourism development can be applied to all types of tourism and to all types of destinations, including mass tourism and various niche tourism segments. The principles of sustainability relate to environmental protection, economic, and socio-cultural aspects of tourism development and an appropriate balance must be struck between these three aspects in order to guarantee the long-term sustainability of tourism. Sustainable tourism must also maintain a high level of satisfaction for the needs of tourists by leveraging the diverse experiences of tourists, raising their awareness of the sustainability of outcomes and promoting sustainable tourism practices among them.”

Thus, the sustainable development of tourism should:

1) ensure the optimal use of environmental resources, which are a key element in the development of tourism, supporting basic ecological processes and helping to preserve natural heritage and biological diversity.

2) respect the unique socio-cultural characteristics of the host communities, preserving their inherent created and established cultural heritage and traditional customs, and contribute to the mutual understanding of different cultures and tolerance for their perception.

3) to ensure the viability of long-term economic processes, taking into account their benefits to all stakeholders who impartially disseminate them, including permanent employment and opportunities for income generation and social services for host communities and a contribution to poverty reduction.

The development and implementation of innovations can greatly contribute to the process of maintaining the sustainable development of tourism. Sustainable development and innovation processes in tourism activities are interrelated. This is evidenced by the holding in November 2005 in Moscow, under the auspices of the UNESCO Office for Armenia, Azerbaijan, Belarus, Georgia, Moldova and the Russian Federation, an international conference "Innovative policy in the field of preserving cultural heritage and developing cultural and educational tourism." The conference discussed the issues of creating an effective system of interaction between the state, business and society for the preservation of heritage and the development of tourism; innovative projects in the field of preservation of world cultural heritage sites and development of cultural and educational tourism.

Innovative development of tourism

Tourism is an industry whose constituent components are determined at the time of consumption of services or goods by visitors. The visitor consumes a whole package of services that are produced by a large number of suppliers. Tourist service providers compete with each other. However, they are forced to cooperate to a certain extent when the consumer needs additional services or in a service package. Therefore, new tourism structures are generated between competition and cooperation of providers.

Instead of traditional tourism, new forms of tourism are emerging, including more innovative, specialized, “immirgan”, bespoke and experiential forms. In addition, the development of tourist demand caused by the awareness of tourists, and at the same time demographic changes (population aging), accelerate the segmentation and creation of new types of tourism products.

Tourism innovation brings new ideas, services and products to markets. Innovation not only involves the adaptation of the tourism industry to the changing nature of tourism through the application of new marketing strategies, but the environment surrounding tourism is conducive to the emergence of new and innovative services, products and processes. Therefore, tourism innovation must be seen as a permanent, global and dynamic process.

The nature and structure of tourism is changing. New technologies make it possible to flexibly and segmentally organize a vacation that is competitive with a mass, standard offer. The “mass, standardized and necessarily complex” tourism is being replaced by the new kind tourism, made to order, based on the demand of tourists.

The practice of new tourism is interrelated with factors such as demographic changes, lifestyle, nature of work and holidays. In many countries, the population is aging. The older generation of tourists (“third age”) is beginning to play an ever-increasing role in shaping tourism activities. It is noted that older tourists, on average, spend more money than other categories of travelers. This also leads to innovation in the tourism market.

In the tourism market space, significant changes are taking place at the initiative of the tourists themselves, who are constantly looking for non-standard travel experiences. Growing consumer awareness is driving tourism businesses to innovate and improve their operations based on tourists' personal perceptions of the environment. In this field of activity, most of the products in which innovation can be based have their own niches in the market space, such as ecological and adventure (extreme) tourism.

As you know, the tourism product is different from other manufactured products. Its specific characteristics often create problems and act as a deterrent to product growth through innovation.

Therefore, it is a challenge for the tourism industry to offer new products and services that increase profitability everywhere and contribute to the attractiveness and competitiveness of the destination and / or enterprise. For destinations or large enterprises, the solution to this problem may be to diversify tourism products, but it needs a wide range of product quality in order to cater to the diverse demand of customers and their propensity to change. Experience-based tourism, sustainable tourism and cultural tourism are today strategies that are the source of many innovative products. Experience-based tourism is generated from numerous small, casual encounters and interactions between tourists and various people working in the tourism industry. The creation and production of new tourism experiences can be seen as an important innovation.

Cultural tourism is also an important and growing sector, attracting relatively wealthy and educated visitors. Some countries are taking active measures to reposition their cultural and natural heritage and develop tourism diversification in the country.

Spain's tourism industry, which is currently heavily dependent on the attractiveness of seaside resorts, is trying to improve the use of the national cultural resources by making efforts to change the tourist offer. A good example of the use of culture and historical heritage is the country's established system of hotels Paradores ("inns"), which has no analogues anywhere else in the world. Of the 86 such accommodation facilities, almost half are located in former monasteries, ancient castles, and palaces of Spanish grandees. In terms of service and maintenance, most of them can be compared with the best hotels in Europe. On the basis of accommodation in such hotels, interesting routes have been developed that allow you to get acquainted with the history, customs and cuisine of various regions of the country.

Tourism enterprises have always been active supporters of the introduction of new technologies, including global distribution systems. Modern advances in telecommunications, networking, database creation and processing and electronic marketing provide new opportunities for the tourism business and significantly affect traditional business models. Therefore, the main area of ​​change and innovation in tourism is related to the use of information and communication technologies - ICT (information and communication technologies - ICT). Information and communication technologies give a different value to tourism products and support the development of chains and clusters. Information technologies cover all the space significant for tourism (information about destinations, accommodation, transport, package tours and services) and actively monitor the availability of such services.

The widespread development of ICT is changing the role played in tourism by travel agents, tour operators, conference organizers, sales agents, etc. On the one hand, information and communication technology systems, by providing the latest detailed information on the availability of products and the prices of these products, affect sales and income. On the other hand, the widespread use of the latest information technologies facilitates the establishment of direct links between producers (hotels, air carriers) and consumers. Consumers are increasingly using ICT to prepare their travels. They are looking for specialized and easily accessible products and want to communicate directly with service providers. For the tourism industry, this can lead to a reduction in transaction costs, to the process of transferring financial resources to the unorganized market. As a result, tourism companies must inevitably apply innovative methods to ensure the growth of their competitiveness. The application of ICT in the tourism industry inevitably leads to the process of reducing traditional intermediation and promotes industry reorganization and innovation.

Implementation the latest technologies in the field of tourism has led to the emergence of new concepts, such as tourist information systems, e-tourism (e-tourism) and e-travel (e-travel).

E-tourism is an online service that is a platform that enables direct sales, easy payment for services by the end consumer, business development between the manufacturer, travel agents and intermediaries (b2b).

E-travel is an online service that contains travel news, information and advice on issues that may arise when planning a trip. By the way, in many countries they do not distinguish between e-tourism and e-travel - these two services, sometimes copying each other in many respects.

Tourism Information Systems (TIS) is a new business model that serves and provides information support e-tourism and e-travel organizations. The information obtained from these sources can serve as a starting point for many tasks, including travel planning, price comparisons, and the creation of dynamic package tours.

Dynamic packaging tour or dynamic package tour (Dynamic Packaging) makes it possible in real time to compose, at the request of the consumer or agent selling services, various combinations of trip components, with a single price for the entire package of services included in the tour. New information obtained in the process of solving dynamic problems can significantly change the customer's decision to include certain services in the travel program. Using the principles of dynamic tour layout, travelers can design their trip by combining their preferences for flights, car rentals, hotels, and leisure activities, paying for the entire package of ordered services at a time. The buyer can specify a set of his preferences. For example, if a tourist requests to organize a five-day stay in Rome, the real-time functional system will grant access and request information sources in order to find components such as air fares, car rental conditions and leisure opportunities that satisfy the customer.

The ability to create package tours on order has led to the emergence of a trend of constant growth in sales of services combined into one package. In 2004, the share of online buyers who used the dynamic package tour technology reached 33%. At the same time, the number of online travel consumers who bought prepackaged package tours fell to 13 percent.

Currently, the Travel Industry`s Leading Specifications Publication Organization (OTA) alliance operates in the world, which includes 150 organizations from all sectors of the tourism industry. The Alliance is a non-profit organization that is working to create a single electronic dictionary for use in the exchange of tourist information. Recently, the OTA alliance entered into an agreement with the World Tourism Organization to join forces to strengthen the universal language for interaction in e-travels around the world.

The use of dynamic tour layout is an innovative solution for the future development of the tourism industry.

During the restructuring, a systematic approach to the development of tourism was also manifested - the main destinations become.

Destinations are usually systems that are characterized by the presence of a significant number of subsystems and a number of fragmented inclusions. The definition of this concept can be formulated as follows.

Destination - a place (territory) of visiting, attracting tourists with its specific natural and recreational resources, sights, historical and cultural heritage.

Geographically, destinations can be of various sizes, ranging from the entire country to a small town or village (Veliky Ustyug is the birthplace of Father Frost).

At the destination level, the tourism industry is very fragmented with many different providers. In many cases, the services offered by destinations are public goods or public resources, such as protected landscapes, or reserves of land for agricultural use. Local features give them a distinct attraction, and specific attractions and products are the offer that distinguishes destinations, makes them unique. New destinations are emerging in the global tourism market that benefit from untapped or, in any case, underused resources and from favorable economic conditions, including low incomes and non-convertible currencies.

Travelers choose the destination that, in their opinion, is the most suitable to meet their needs. They are willing to pay for the benefits provided by the destinations, and the willingness to pay increases with the uniqueness of the destination.

The fate of destinations depends on a huge number of independent variables that neither the private nor the public sector can influence. They include the location and potential of market resources, as well as accessibility, which is determined by the availability of transport links and the level of price fluctuation depending on the season. In addition, these independent variables largely determine the nature of product innovation. The possibilities for product innovation are limited because some of them cannot be produced without being included in the common good of destinations. Because of this, it is a major challenge for local entrepreneurs to create new added value products for consumers. This requires significant investments in research and development of know-how, in the training of personnel, as well as the optimal use of the opportunities offered by internal development.

The destination and its components have life cycle similar to the life cycles of other products and it is not always possible to extend this life cycle by simply rejuvenating products and services. A typical example of the innovation life cycle is the decline of tourism in the Alps. At one time, in order to occupy the free time of tourists, many sports began to develop that adapted to the special needs of visitors. An example is downhill skiing, which, due to its origin, has become a complex sport. tourism industry. The Alps had a very significant advantage during the economic boom after the Second World War and became one of the two major tourist areas in Europe. This sector had a high growth rate until the 1980s. However, due to the replacement of competition, the life cycle of downhill skiing is almost completed. The development of new market niches, such as the introduction of snowboarding, has turned the ski slopes into a new version for a new generation of snow lovers. The loss of a significant market share was also influenced by the emergence of new, modernly equipped winter recreation centers, as well as the fact that nowadays a tourist can choose between winter sports in the Alps and swimming and diving in the Southern Hemisphere.

In all traditional tourist regions, there is a tendency for tourist destinations to be concentrated near the most developed industrial and cultural centers. This negatively affects the development of other territories. The latter are content to exploit market niches that, due to persistent economies of scale, are out of the interest of major destinations.

Therefore, the future of traditional, and not only, destinations will largely depend on the innovation-oriented tourism policy. Such a policy should help extend the life cycle of tourism products and services and achieve consistent growth rates.

Innovation research attributes increases in growth and productivity to long business cycle waves. These Kondratiev waves are related to the so-called basic innovations that lead to significant changes and bring many so-called applied innovations that are widely used in tourism activities.

It should be noted that the impact of innovation cycles on tourism development has been ignored for a long time. Traditional tourism countries have spent the last 50 years developing industrial methods to cope with growing tourist demand. The measures taken by states to promote tourism contributed to the preservation of structures whose chances of survival in the long term were unpromising. Therefore, they were caught off guard by the internationalization of tourist demand and the emergence of new competitive regions.

As a conclusion. Travel and tourism affect people's lifestyle on a daily basis. This is also noticeable in our modern society. Tourism innovation is no longer a matter of giant leaps forward. Innovation very often consists of a series of small steps that lead to gradual development and are a feedback process. One innovation inevitably leads to another.

In leading tourism companies, innovation is routine. It is no longer a question of a fluke or a sudden display of genius—innovation is programmed by the enterprise and is a standard part of corporate decision-making about the allocation of resources. Companies reserve a significant portion of their total budget for research and development. To be on the safe side, lest they be caught off guard by unexpected innovations in the marketplace, modern companies have made innovation part of their daily planning. Innovation becomes a predictable and controlled bureaucratic process, which is now an objective additional factor of production.

For the development of tourism big influence provides motivation and interests of consumers of services. They are increasingly characterized by a more careful selection of places that tourists want to visit during their trips, greater attention to the most diverse aspects of tourist services and its quality, as well as environmental issues, traditional cultures and the lives of the local population in the places they visit. This leads to greater market segmentation, the development of new forms of tourism, especially those related to nature, rural areas and cultural heritage, and the incorporation of new elements into traditional tourist travel programmes.

For the rational use of resources available in each region, with the aim of sustainable development of tourism, great importance acquires the development of medium-term and long-term programs as an integral part of the integrated socio-economic development of the region, and the implementation of planning for the development of the tourism sector based on a systematic approach, taking into account cultural and natural features region, the need to preserve the cultural and historical heritage and the possibility of introducing innovations.

At the same time, it is not necessary to adjust local conditions to the desires and ambitions to achieve a lot in a short time, but a reasonable and balanced plan of action to create a popular tourist product, to develop a system for its implementation aimed at promoting the tourist product, primarily in the domestic market. Practice shows that an interesting and attractive tourist product developed for domestic tourism is becoming popular with foreign tourists.

Sustainable and innovative tourism development requires the competent participation of all relevant stakeholders and strong political leadership in order to ensure broad participation and consensus building. Achieving sustainable tourism development is a continuous process that requires constant monitoring of environmental impacts, introducing, if necessary, appropriate preventive or corrective measures.

Looking back at history, it becomes clear that the tourism industry has always been open to the introduction of various innovations and is committed to innovation. Now is the time for active innovative development. You should listen to the opinion of the chairman of the board of directors of IBM S. J. Palmisano: “Prosperity in modern world can only be achieved through innovation – in technology, strategy, business models.” There is no other way for tourism.

Relationship between ecotourism and other types of tourism

When Hector Ceballos-Laskurein introduced the term "ecotourism" in 1983, there were (and still are) more than 30 more or less related and interrelated concepts and terms. Here are some of the most famous of them.

nature tourism (nature tourism, nature-based or nature-oriented tourism) - any type of tourism that directly depends on the use of natural resources in their relatively unchanged state, including landscapes, landforms, waters, vegetation and wildlife (Healy, 1998). Unlike ecological tourism, the concept of "nature tourism" is based only on the motivation of tourists (rest in the wild, acquaintance with it) and the nature of their activities (rafting, trekking, etc.) and does not take into account the environmental, cultural and economic impact of such travel. Therefore, the use of natural resources in this type of tourism is far from always reasonable and sustainable (suffice it to mention such types of tourism as hunting, traveling by motor boats, etc.).
Ecotourism is a more comprehensive concept, involving sustainable use and conservation of biodiversity for future generations, planning and management of tourism activities; in addition to the interests of tourists, it implies the achievement of public goals (Ziffer, 1989). An integral component of ecotourism is the interaction with the local population, the creation of more favorable economic conditions in the areas visited.
Thus, the difference between tour operators offering "traditional" nature tours and organizers of ecological tours becomes clear. The former do not commit themselves to conservation or natural area management, they simply offer clients the opportunity to visit exotic places and experience indigenous cultures "before they disappear." The latter establish partnerships with protected areas and local residents. They strive to ensure that their business makes a real contribution to the conservation of wildlife and the development of local settlements in the long term. They try to improve mutual understanding between tourists and locals (Wallace, 1992).
As a type of nature tourism is sometimes distinguished biotourism (wildlife tourism) and travel to wildlife (wilderness travel), the purpose of which can be any objects of wildlife, from certain types to communities and biocenoses.

Nature tourism is not a concept, but specific types of tourism, the impact of which can be very different.

* Ecotourism is often associated with adventure tourism (adventure tourism). However, eco-tourism does not always involve an adventure component. On the other hand, not all adventure tours meet environmental criteria, especially in terms of sustainable use of resources. So, for example, sports and safari tours associated with the extraction of live trophies or the achievement of a sports result at any cost, for example, using cut down living trees for the construction of crossings, can be anti-environmental.

Green rural tourism , or agritourism (agrotourism), especially popular in the United States and Western Europe, is a vacation in the countryside (in villages, on farms, in comfortable peasant houses). Tourists for some time lead a rural lifestyle among nature, get acquainted with the values ​​of folk culture, applied arts, national songs and dances, local customs, take part in traditional rural labor, folk holidays and festivals.
* "Green" tourism (green tourism) implies the use of environmentally friendly methods and technologies in the tourism industry. In German-speaking countries, the adjective "environmental" is used very rarely, and is practically not used in definitions of "green" tourism industries. There, the most widely used term "soft tourism" ("Sanfter Tourismus"), or "environmentally and socially responsible tourism". This term, as an alternative to industrialized mass tourism, was proposed in 1980 by R. Jungk. Typically, soft tourism is opposed to hard tourism, the main goal of which is to maximize profits, according to key principles that indicate that soft tourism prioritizes not only a successful business, but also concern for the cultural well-being of tourist regions, the sparing use and reproduction of their resources, and minimizing environmental damage. environment.

Sustainable tourism is tourism that meets the needs of today's tourists and local communities while preserving and enhancing opportunities for the future.

Sustainable tourism implies the possibility of creating long-term conditions for the development of both tourism itself and the conservation of natural resources, social and cultural values ​​of society. At the same time, its goal is to achieve a higher standard of living for the population through economic growth and the preservation of environmental benefits, natural capital for future generations. This approach fits into the global tourism trends that determine the formation of a new tourist brand, when the high preservation of natural and cultural complexes is an indispensable condition for sustainable development.

Sustainable tourism is the youngest concept of environmentally friendly tourism. It is inherently a private application of the concept of sustainable development, which implies the integration of social, economic and environmental aspects in decision-making and practical activities. Developed in 1987, the concept of sustainable development became the central idea of ​​the UN Conference on Environment and Development (Rio de Janeiro, 1992) and was recognized as an effective development model by the vast majority of countries whose representatives signed a number of international documents directly related to practical implementation of the concept of sustainable development.

The need for sustainable development of tourism is becoming more and more noticeable every year, as the negative aspects of the influence of the tourism sector become more and more obvious, and the positive effects are not as significant as they used to be. The development of tourism around the world has a significant impact on the state of the natural environment. From the visual impact of hotel architecture and resort complexes to noise and air pollution from increased traffic, pollution of water sources and loss of natural habitats.

Currently and for the foreseeable future, a new sustainable thinking is being formed in society, which has already led to the emergence of new motivations in tourism, driven by the need to acquire such a tourism experience that would be environmentally and socially responsible. Only in this case, tourism establishments have a chance for long-term success. Thus, the transformation of thinking in society determines the evolutionary development of tourism, which is reflected in the formation of not only nature-oriented types of tourism, but also contributed to the emergence of a new direction in tourism that ensures sustainability in this sector of the economy.

The authoritative actor in the field of sustainable tourism is the WTO. She formulated the principles of sustainable tourism already in 1988. According to the WTO, sustainable tourism is “a direction in the development of tourism that allows you to meet the needs of tourists now, taking into account the interests of the host region and allowing you to save this opportunity in the future. This provides for the management of all resources in such a way that economic, social and aesthetic needs are met while maintaining cultural and ecological integrity, without harming biological diversity and life support systems.

The principles of sustainability in tourism boil down to environmental, cultural, economic and community sustainability. In practice, this means that all tourism companies must implement the proposed activities in order to achieve long-term sustainable development.

The conceptual foundations of sustainable development were founded by our compatriot V.I. Vernadsky, who considered the theory of sustainable development as a doctrine of the noosphere - "a stage in the evolution of the Earth's biosphere, at which, as a result of the victory of the collective human mind, the harmonious development of man will begin both as an individual, and a united society, and, accordingly, the environment changed by man." An important role in the development and implementation of the concept of sustainable development was played by the UN Conference in Rio de Janeiro (1992), which adopted the Agenda for the 21st Century, and the Johannesburg Summit was held in 2002 in the PAR. Documents ratified at the international level have defined sustainable development (Sustainable Development) as the socio-economic development of the current generation, which does not threaten the activities of future generations. Unfortunately, the answer to the question "how can you make processes permanent and keep them going?" is not obvious and unambiguous, which is one of the main limitations of sustainable (or sustainable or balanced) development. AT general view the process of transition to sustainable development can be seen as a movement from a certain state of instability to some ideal, which is called "sustainable development" (Fig. 3.1). The impossibility of harmonizing the development of mankind and the idea of ​​what it should be is due to the fact that: 1) ideal values ​​are an abstraction that is used in all sciences as one of the methodological approaches for research, but is not observed in Everyday life; 2) does not yet have clear parameters for measuring "ideal sustainable development", therefore, the existing "gap" of instability cannot be determined or calculated; 8) the development of mankind will certainly lead to changes in technology, level, living conditions and other components of development, which will change the idea of ​​sustainable development; 4) the development of mankind will continue to influence the natural environment; 5) many of these changes are irreversible and cannot be predicted, which also predetermines the emergence of a gap between real development and its desired state.

Rice. 3.1. in

Considering the possibilities of implementing the postulates of sustainable development, they talk about the parameters for achieving sustainability, but sometimes it is easier to single out and define indicators of the “instability” of a situation1. Assuming that processes are considered fickle when they reduce the environmental, social and productive resources on which the processes at the chosen level directly depend, then this will be primary impermanence; if processes at other levels depend on them - secondary inconstancy (Fig. 3.2).

Rice. 3.2. in

The concept of "sustainable tourism development" and its basic principles were defined by the World Tourism Organization in the late 1980s.

In the process of considering a holistic approach to the development of tourism (from the English whole - whole), it is worth considering the needs of other industries, ensuring their interconnection and interdependence. Despite the rather long period of development of this concept, researchers have not come to a consensus on the definition of sustainable tourism. Today, the most common of them are the following:

1) sustainable development of tourism - these are all forms of development and management of tourism that do not contradict the natural, social, economic unity and well-being of formed societies in an indefinite period (World Federation of Natural and National Parks, 1992);

2) the sustainable development of tourism is ensured within the limits of environmental sustainability, makes it possible to effectively restore the productivity of natural resources; takes into account the contribution of local communities to the recreation of tourists; provides for the equality of the rights of the local population to the economic benefits from tourism; prioritizes the wishes and needs of the receptive side (Tourist Concern & Wild World Fund, 1992);

3) the sustainable development of tourism allows the modern inhabitants of the planet to satisfy their own needs for recreation and recreation without the threat of loss of this opportunity by future generations (UNDP, Production and consumption branch, 1998).

According to Agenda 21, the principles of sustainable tourism development are as follows:

1) promoting the approval of a complete and healthy life man in harmony with nature;

2) contribution to the conservation, protection and restoration of the Earth's ecosystems;

3) development and application of sustainable production and consumption patterns as a basis for travel and tourism;

4) cooperation of peoples in the field of an open economic system;

5) the abolition of protectionist tendencies in the provision of tourism services;

6) mandatory environmental protection as an integral part of the tourism development process, respect for relevant laws;

7) participation of citizens of the country in solving problems related to the development of tourism, including those that concern them directly;

8) ensuring the local nature of decision-making on the planning of tourism activities;

9) exchange of experience and introduction of the most effective tourism technologies;

10) taking into account the interests of the local population.

At the present stage, the essence of the sustainable development of tourism is considered as the most important factor in the sustainable development of society as a whole. This provision is clearly stated in the Global Code of Ethics for Tourism, adopted by the CTO in 1999. It proclaims the obligation of all participants in the tourism process to preserve the natural environment for the purpose of sustainable and balanced development. An important place belongs to the role of central, regional and local authorities, which should support the most environmentally friendly forms of tourism. In order to change the negative impact of large tourist flows, measures should be taken to evenly distribute tourists and visitors, thus reducing the effect of the seasonality factor. The planning of new tourist infrastructure facilities should be carried out taking into account the characteristics of the area, to ensure the preservation of the habitual way of life of the population. The sustainable development of the territories involved in tourism activities is ensured by creating tourism infrastructure facilities, organizing new jobs, and involving the local population in group activities in the field of tourism services. As a result, the standard of living of the inhabitants of peripheral regions rises, and they are consolidated in the historical territory of residence. The environmental nature of tourism, instead, lies in the obligation to preserve the biodiversity of recreational areas and centers. For this, environmental technologies, practical developments, recommendations of fundamental and applied sciences are used. Importance in the protection and restoration of recreational territories, they also have schemes for financing and lending to environmental activities within their boundaries.

A significant role in this context is played by the formation of the ecological outlook of the population of recreational regions and tourists. First of all, to realize the recreational attractiveness of the natural landscape, its ecological and aesthetic value, which can bring economic benefits, and therefore the need to protect and respect recreational resources. Understanding by the local population that the predatory use of resources will lead to the fact that their territory will remain outside the sphere of recreational use can be a significant incentive for the careful and rational use of resources. As for tourists, they should also understand the need to accept the rules dictated by nature, that is, to comply with resource restrictions. This means ensuring an appropriate level of awareness of the conditions of stay. Tourists are required to agree to give up some of their comfort; providing the benefits of products produced in the region; interest in and respect for local habits, traditions and accepted way of life; consent to use only public transport; enthusiasm for the active protection of the environment, minimizing the negative consequences of recreational activities; increasing the time spent on vacation by reducing the frequency of travel. So, according to the sustainable development of tourism, all recreational resources are used and directed in such a way as to satisfy economic, social and aesthetic needs while maintaining cultural identity, ecological balance, biological diversity and life support systems of the recreation region.

Ukraine, although it has ratified international documents for questions environmental safety, however, does not have significant achievements in the field of practical application of the principles of sustainable development. In our opinion, first of all, it is necessary to apply the following measures to intensify work in this direction:

1) approval at the state level of the provisions of sustainable development, including tourism;

2) cooperation and exchange of experience with the international community on the theory and practice of sustainable development, adaptation of their methods and tools for Ukraine;

3) raising the level of environmental consciousness of the population, dissemination of information about the quality of the environment and methods of its protection;

4) economic and legal support for environmental activities;

5) stimulation of environmental initiatives of the population through the support of non-governmental organizations.

Scientific, technical and socio-economic progress has led to the accelerated development of tourism. Because of this, in places that are massively visited by tourists, there are serious problems in the field of ecology, culture and social development. The uncontrolled growth of tourism, driven by the desire to quickly make a profit, often leads to negative consequences - damage to the environment and local communities. This forces humanity to take care of the preservation of natural, historical and cultural values. The principles of protecting the biosphere on a global scale were enshrined in 1992 by the UN Conference on Environment and Development in Rio de Janeiro, which was attended by government delegations from 179 countries of the world, numerous international and non-governmental organizations. The conference approved the program document "Agenda 21" ("Agenda 21") and adopted the Declaration on Environment and Development.

The adoption of this document was the beginning of the introduction of a radical innovation in the field of tourism - the principle of sustainable tourism development, which was proposed by the UNWTO. This radical innovation forces tourism workers and tourists to change their views on tourism, on the relationship of its participants.

In 1995, the joint efforts of the World Tourism Organization, the World Travel and Tourism Council and the Earth Council developed the document "Agenda 21 for the Travel and Tourism Industry" (Agenda 21 for the Travel and Tourism Industry).

This paper analyzes the strategic and economic importance of tourism, citing numerous reports of over-tourist influx, some resorts losing their former glory, destruction of local culture, traffic problems and growing resistance from the local population to the influx of tourists.

The document outlined a specific program of action for government departments, national tourism administrations (NTA), industry organizations and tourism companies for the sustainable development of tourism. The following priority areas have been identified for government departments:

Assessment of the existing regulatory, economic and voluntary framework in terms of sustainable tourism;
- assessment of the economic, social, cultural and environmental activities of the national organization;
- training, education and public awareness; sustainable tourism planning;
- promoting the exchange of information, experience and technology; ensuring the participation of all public sectors in the development of sustainable tourism;
- development of new tourism products; cooperation for the development of sustainable tourism.

The tasks of tourism companies are to develop and determine areas of activity for the development of sustainable tourism. Priority areas of activity should be the preservation and restoration of the environment: minimizing waste; involvement of staff, customers and the public in solving environmental issues. Consideration of economic, social, cultural criteria and environmental protection should be an integral part of all management decisions, including the inclusion of new elements in existing programs.

In 2004, the World Tourism Organization formulated the concept of sustainable tourism development (we quote):

"The norms and practices of managing sustainable tourism development can be applied to all types of tourism and to all types of destinations, including mass tourism and various niche tourism segments. The principles of sustainability refer to environmental protection, economic and socio-cultural aspects of tourism development and between these three aspects an appropriate balance must be struck to ensure the long-term sustainability of tourism.Sustainable tourism must therefore:

1) ensure the optimal use of environmental resources, which are a key element in the development of tourism, supporting basic ecological processes and helping to preserve natural heritage and biological diversity;
2) respect the unique socio-cultural characteristics of the host communities, preserving their inherent created and established cultural heritage and traditional customs, and contribute to the mutual understanding of different cultures and tolerance for their perception;
3) to ensure the viability of long-term economic processes, taking into account their benefits to all stakeholders who impartially disseminate them, including permanent employment and opportunities for income generation and social services for host communities and a contribution to poverty reduction.

Sustainable tourism development requires the competent participation of all relevant stakeholders and equally strong political leadership in order to ensure broad participation and consensus building. Achieving sustainable tourism is a continuous process that requires constant monitoring of environmental impacts, introducing, if necessary, appropriate preventive and/or corrective measures.

Sustainable tourism must also maintain a high level of tourist satisfaction by tapping into the multifaceted demands of tourists, raising their awareness of sustainable outcomes, and promoting sustainable tourism practices among them."

The main difference between the models of mass (traditional) and sustainable tourism (Table 9.1) is that part of the benefits received in the case of sustainable development of tourism is directed to the restoration of the resource base and the improvement of technologies for the production of services.

Table 9.1.

The main differences between sustainable tourism and mass (traditional) tourism