CC BY
98
UDC 338.48
DOI: 10.24411/1995-0411-2020-10202
Natalia S. MOROZOVA
Russian New University (Moscow, Russia);
PhD (Dr.Sc.) in Economics, Professor; e-mail: sks@rosnou.ru
Anastasia I. YANKOVICH
Russian New University (Moscow, Russia); Graduate Student; e-mail: sukhareva.anast@yandex.ru
FILM-INDUCED TOURISM AS AN INNOVATIVE COMPONENT OF THE ExPERIENCE ECONOMY
Abstract. The article observes the development of international and domestic film-induced tourism. Film-induced tourism appeared several decades ago and now this type of tourism is experiencing its growth. Taking into consideration its opportunities for growth, a deep and systematic research of issues related to its specific aspects, target audience and development areas seems highly relevant. The article analyzes the definitions of film-induced tourism, which is highly important due to the diversity of explanations of this phenomenon and yet uncertain terminological base, the classification of film-induced tourism types is considered and the target audience is described. The article describes a study of international and Russian experience in organizing film-induced tourism, the most significant case studies of tourism are observed, and its economic significance and role in the economy of impressions is presented. The article proves that film-induced tourism can be considered as an effective advertising tool when promoting tourist destinations, which is confirmed by the development process it is experiencing and the specific examples presented in this study. The attractiveness of a tourist destination is a key factor of sustainable tourism development. It helps the tourism industry to stay competitive, and contributes to the process of forming a return tourist flow. The article proves that film-induced tourism can become a growing point of specified destinations, linked with film industry and can contribute to the recovery of domestic tourism under the pandemic consequences, which has suspended tourism all over the world.
Keywords: tourism, film-induced tourism, tourist destination, film set locations, film
Citation: Morozova, N. S., & Yankovich, A. I. (2020). Film-induced tourism as an innovative component of the experience economy. Service and Tourism: Current Challenges, 14(2), 18-27. doi: 10.24411/19950411-2020-10202.
Article History Disclosure statement
Received 24 April 2020 No potential conflict of interest was reported by Accepted 19 May 2020_the author(s)._
© 2020 the Author(s)
This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0). To view a copy of this license, visit https://creativecommons. org/licenses/by-sa/4.0/
УДК 338.48
DOI: 10.24411/1995-0411-2020-10202
МОРОЗОВА Наталья Степановна
Российский новый университет (Москва, РФ);
доктор экономических наук, профессор; e-mail: sks@rosnou.ru
ЯНКОВИЧ Анастасия Игоревна
Российский новый университет (Москва, РФ); аспирант; e-mail: sukhareva.anast@yandex.ru
КИНОТУРИЗМ КАК ИННОВАЦИОННАЯ СОСТАВЛЯЮЩАЯ
экономики впечатлений
В статье рассматриваются вопросы развития мирового и отечественного кинотуризма как инновационного вида туризма. Кинотуризм появился несколько десятилетий назад и в настоящее время находится в стадии развития. С учетом перспектив его развития представляется весьма актуальным глубокое и системное изучение вопросов, связанных с особенностями этого вида туризма, спецификой его целевой аудитории, направлениями развития. В статье проведен анализ понятийного аппарата, что представляется весьма важным в связи со множеством различных толкований этого явления и пока еще неоднозначной терминологической базой, рассмотрена классификация кинотуризма, дано описание целевой аудитории. Проведено исследование международного и российского опыта организации кинематографического туризма, приведены наиболее значимые практики кинотуризма, показана его экономическая значимость и роль в экономике впечатлений. В статье показано, что кинотуризм выступает в качестве эффективного инструмента продвижения туристских дестинаций, что подтверждено опытом его развития и конкретными примерами, содержащимися в исследовании. Для успешного развития туризма и поддержания его конкурентоспособности туристская привлекательность дестинаций является необходимым условием, позволяющим обеспечить привлечение туристов, а также сформировать возвратный туристский поток. Обосновано положение о том, что кинотуризм может стать точкой роста для отдельных дестинаций, связанных с киноиндустрией, и позволит ускорить восстановление внутреннего туризма после последствий пандемии, приостановившей весь мировой туризм.
Ключевые слова: туризм, кинотуризм, кинематографический туризм, туристская дестинация, место съемок, кинофильм
Для цитирования: Морозова Н.С., Янкович А.И. Кинотуризм как инновационная составляющая экономики впечатлений. 2020. Т.14. №2. С. 18-27. DOI: 10.24411/1995-0411-2020-10202.
Дата поступления в редакцию: 24 апреля 2020 г. Дата утверждения в печать: 19 мая 2020 г.
Introduction. The global tourism industry has been hit dramatically by the pandemic of COVID-19. It is necessary to find new attractive forms and types of tourism for tourism recovery, because these new types of tourism will help to provide tourist flows to Russian destinations and to raise the competitiveness of separate regions and the overall tourism industry [19]. Film-induced tourism can be considered as one of those innovative types of tourism. Film and TV industry can be used as an attractive tool of tourism development and promotion.
It is known that the main motivation for travel is the attractiveness of destination with certain tourist resources [22]. Many countries have noticed quite a long time ago the importance of tourism and film and TV industries' in-terdependency and are active in their steps of film-induced tourism development. The result of film-induced tourism appears in a rapid increase of tourist arrivals to destinations, which is associated with a popular film or TV show. Film-induced tourism is an important part of the economy of impressions, as it is based on the tourist's desire to experience new emotions, to remember the emotions he or she felt watching the film and make them even stronger.
In Russia, this type of tourism is represented rather weakly, but it is one of the most promising fields of domestic tourism. Taking in consideration the fact that Russian's tourism industry recovery after the pandemic will start with the recovery of domestic tourism, film-induced tourism may become a driver of its' development and contribute to local tourism development [23]. Due to the reasons mentioned above the relevance of researching the issues linked with Russian film-induced tourism is considered as highly important.
Analysis of publications on research issues. For now, the number of Russian scientific publications devoted to the features of film-induced tourism development is extremely limited, in particular, at the time of writing this article there were only 48 publications related to film-induced tourism in elibrary. These studies are mainly devoted to the description of various film-induced tours and the development of film-induced tourism [3,4], to the analysis of film art sector influence on the promotion
of tourist destinations [1, 11], to the observation of the relationship between cinema and tourism [2, 9], and to the role of film-induced tourism [10].
The issues of film-induced tourism organization and development are also presented in the studies of foreign scientists. Among researchers involved in the study of film-induced tourism are: Biton S. [12], Masionis N. [20], Roesch M. [27], Riley R.V. [25], Butler R. [14], Gri-hault N. [16], Hudson S. [17] and others.
At the end of XX century, the first scientific studies devoted to film induced tourism appeared. The study of Riley R.V. and Van Doren C.S. "Movies as TourismPromotion: A 'Pull' Factor in a 'Push' Location" is worth noticing. The research presents an analysis of tourist arrivals to the destinations where popular films were set [25]. The studies of Butler A. [14], Tuk N. [29], Grihault N. [16] show that tourists are curious to visit the places which are associated with the plots of famous films, and that tourist interest increased the popularity of the territory, rising the attractiveness of tourist destination.
Scientific studies on the development of film-induced tourism are fragmented and are maily focused on the ability of films and TV shows to attract tourists to a certain territory.
Generally, the level of knowledge of film-induced tourism remains insufficient, there are almost no systematic researches in the files of film-induced tourism, only separate components of it are explored. This determined the necessity to produce a theoretical and methodological study, observing film-induced tourism as a new phenomenon and a unique component of the economy of impressions.
Purpose of the study. The study aims to examine the current state of the international and Russian film-induced tourism, directions and opportunities for developing film-induced tourism as an attractive type of domestic tourism and an important part of the economy of impressions.
The results of the study. The cooperation of film and tourism industries began at the end of the 20th century, when documentaries about fascinating travels and tourist resources started to appear. They in a convincing way showed the attractiveness of the specific countries and cit-
ies for tourists, demonstrated unique natural phenomena, spoke about the national customs and traditions of the peoples of the world. The stated above things generated the interest of the audience and contributed to the development of tourist needs. Similar documentaries are shot to this day and are very popular among film and TV viewers. Film and TV shows continue to form the attractiveness of tourist destinations and their re-
When examining the topic of film-induced tourism the attention is generally drown to exploring it as a tool, which forms the attractiveness of a tourist destination and develops the tourist activity in those territories where films were set. The studies of Busby G. and Klag J. [13], Beaton S. [12] show us film-induced tourism as a complicated phenomenon, which consists of different components:
- film-induced tourism as a tourist motivation;
- film-induced tourism as a part of vacation;
- celebrity tourism, which involves journeys linked with famous actors, film directors, etc.;
- film-induced tourism as a part of a nostalgia, which involves visits of film sets which resent another era;
- film-induced tours, thematic parks, film festivals, etc.
Beaton S. [12] defines film-induced tourism as visits to places, where films and TV programs were set, tours to cinema studios, visiting theme parks, linked with films.
sources, which is necessary in order to stay competitive for many countries and cities [5,6].
Scientific studies in the field of film-induced tourism are carried out over the past 30-40 years, that's why the nomenclature has not been built up yet and even for film-induced tourism there are several definitions. The table 1 presents the definitions of film-induced tourism from different sources.
Thus, the definition of film-induced tourism should include two points:
- a trip to the places where films were set, after film's release;
- the personal perception of the place that was shown in a film, TV show or other media.
Butler R. noted in his study, that the influence of media on tourism and international tourism models encourages the academic community to start the research on cinema phenomenon and its impact on tourism [14].
Table 2 presents the research areas in the field of film-induced tourism and authors, who have presented their scientific studies in the field of film-induced tourism, including the studies on the role of film-induced tourism, destination branding including movie-maps and case studies.
Table 3 presents the types of film-induced tourism [12].
One of the important issues when organizing film-induced tourism are studies devoted to its target audience. According to Macionis N., all film-induced tourists can be divided in groups as presented in Table 4 [21].
Table 1 - Definitions of film-induced tourism
Definition Author (sorce)
Visiting a destination after it has been showed on TV, video, DVD or in cinema Hudson S. & Ritchie JRB. [17, c. 387]
The experience a tourist receives on a place, shown in any kind of media Macionis N., Sparks B. [21, c.94]
Visiting the places where films, TV programs were set, excursions to film studios and theme parks Beeton S. [12, c. 173]
A type of tourism, which drives in tourist a desire to see the places where films are being set or after they have been set Roesch S. [27, c. 6]
The attraction of tourists to the place which is linked with the plot of the film or which is shown in a film, video or on TV. Scotish Tourist Board. Film Tourism: business guidelines for the tourism industry [28]
Film-induced tourists are people who visit the places they have seen on the screen Busby G., Klug J. [13, c.316]
A travel to the places where famous films were set Tourism: dictionary [8]
Table 2 - Research areas in the field of film-induced tourism
Research ares Authors
Evaluating film-induced tourism Busby & Klug [13], Beeton [12]
Role and value of film-induced tourism Riley, Baker & Van Doren [25], Beeton [12], Hudson & Ritchie [18], Grihault [16]
Destination branding including movie-maps Tooke & Baker [29], Riley, Baker & Van Doren [25], Grihault [16], Beeton [12], Hudson & Ritchie [18]
Case studies Grihault [16], Beeton [12], Hudson & Ritchie [18]
Current state of film-induced tourism Beeton S. [12], Gjorgievski [15]
Table 3 - Types of film-induced tourism
Type of film-induced tourism Definition Example
On-location tourism
Film-induced tourism as the main motivation of the trip The place, where the film was set attracts the tourist and is the main motivation for travel Isle of Mull, Scotland («Balamory»)
Film-induced tourism as the part of travel Visiting places, where films were set as one of the activities during the journey, when the objects of film-induced tourism are added to the tour episodically Tours to Great Britain often include visiting of "Harry Potter" film set sights.
Pilgrimage film-induced tourism When tourists visit the sights where their favorite films were set, sometimes involves reconstructions. Doune Castle («Monty Python»), "Lord of the Rings" film set
Celebrity tourism Houses of famous people, film sets linked with the status of celebrity Houses of celebrities
Nostalgic film-induced tourism Visiting places linked with another era «The Andy Griffith Show» (1950s)
Commerce
Made-up attractions Visiting sites made for tourist attraction Gotland village, place where the British TV show "Heartbeat" was set
Film-induced tours Those tours include different film sets Film set tours
Guided film-induced trips Trips to sights where the film was set, which are often private. Hobbiton
Mistaken Identities
Visiting places, where how tourists think the film was set Films and TV shows, set in specific places which look like other places. Often the film is set in another country due to financial circumstances. «Deliverance», Claiborne (film was set there, but the plot takes place in Appalachian Mountains)
Visiting places linked with the plot, but where the film wasn't set Films which raise tourist interest to a specific country, region or place, which is linked with the plot, but where film wasn't set «Braveheart», the plot takes place in Scotland, but the film was set in Ireland
Off-location tourism
Visiting film studios Films to existing film studios, where the process of film production can be seen. Paramount Pictures
Visiting theme parks Theme parks of famous film studios Universal
Events
Visiting screening of the film Especially those, taking place not in such traditional place as Hollywood «The Lord of the Rings: The Return of the King» (New Zealand), «Mission Impossible 2» (Sydney)
Visiting film festivals Many cities host festivals, which attract film fans Cannes, Edinburgh
«Coach» travelers
Type of film-induced tourism Definition Example
Travel TV shows Come after guide-books and travel writings American TV show named "Escape", British TV programme "Race Across the World", Russian Broadcast channel called "Poekhali"
Gastronomic TV shows Many gastronomic TV shows take their viewers to different places of the world British TV show " A Cook abroad", Russian TV show "Poedem Poedim"
Table 4 -Types of film-induced tourism
Tourists
Accidental General Specific
Find themselves at a place where Participate in activities, linked with film-induced tourism, but they are not specifically drawn to visit places linked with a film. Tourists, who aim to visit plac-
the film was set by accident, do not es they have seen in a film, or
plan their visit in advance where the film was set.
Travel motives
Social interaction New emotions New emotions Curiosity Nostalgia Self-fulfillment Status/prestige Romance Nostalgia
All groups of film-induced tourists have different motives, but the target audience of film-induced tourism mainly involves specified tourists, those tourists, usually, are the fans of a specific film and travel the world following their favorite characters. It is confirmed in S. Roesch's study, which was made using 3 films: "The Sound of Music" (Austria), "Star Wars" (Tunisia) and "The Lord of the Rings" (New Zealand) [27, p. 114-115]. Mainly, tourists, who visited the places linked with those films were citizens of western countries (USA, Great Britain, Canada), but later the researcher noticed a significant growth of tourist arrivals from Asia. He stated that Saltsburg - the place where "The Sound of Music" was set, mainly attracted female tourists, as the plot of the film rose the topics of marriage and family, while time the places where the film "Star Wars" was set mainly attracted male tourists. It is important that, among those film-induced tourists there was a large number of film fans who have watched the film many times before their journey.
The organization of film-induced tourism requires a certain specific infrastructure. The objects of film-induced tourism resource base can be defined as:
- set places of famous films,
- places, where famous film festivals take place,
- famous film studios,
- theme parks,
- houses of famous film actors,
- buildings, where famous actors studied,
- museums devoted to film industry,
- museums devoted to famous film studios,
- movie towns
- monuments of famous film actors
- necropolis, where famous actors and film directors are buried
- places, where the screening of the film takes place
International experience of film-induced tourism development
The period from 1932 to 1946 can be called "Hollywood domination". During those years, the first blockbusters appeared, and gained popularity all over the world, motivating tourists to visit places where they were shot. "Mutiny on the Bounty" (1935) is one of those films. After the film's release, large number of tourists visited Tahiti. S. Roesch sug-gests, this was one of the first examples when the film motivated tourists to travel [27].
Film-induced tourism popularity boosted after the release of famous blockbusters "The Bridge on the River Kwai" (1958 - set in Sri Lanka), "Lawrence of Arabia" (1962 - set in UK, the USA, Spain, Morocco and Jordan) and "The Sound of Music" (1965 - set in Austria)
[17]. Up to now Salzburg annually attracts more than 300 000 fans1.
In 1992 "Heartbeat" TV series released. Fans of this TV series began to visit Gotland village, which is the part of North York Moors National Park. In a year the number of its visits boosted from 200,000 to more than 1 million [12].
Since the early 2000s film-induced tourism is experiencing the popularity the world has never seen before. The films "The Lord of the Rings: The Fellowship of the Ring" (2002), "Harry Potter and the Sorcerer's Stone" (2002), "Star Wars. Episode I: The Phantom Menace "(1999), " Mission Impossible 2 "(2000), " Beach "(2000)," Troy "(2004) and many others released. During the period from 2000 to 2006, due to "The Lord of the Rings" trilogy, the number of tourist arrivals to New Zealand increased from 1.7 million to 2.4 million i.e. by 40%. During the period from 2002 to 2006, films about Harry Potter influenced the increase of tourist arrivals to all places where they were set by more than 50%2.
The film set locations of the famous "Star Wars" attract large numbers of tourists, especially the subberbians of Tozer, 20 km inside Sakhara, where Luke Skywalker's native village was set, as well as the Matmata village, the Stone Age houses of which can be seen in the film3.
In 2000, Sydney National Park experienced an increase in the number of visits by 200% compared to the previous year. Experts associate it with the release of the film "Mission Impossible 2". In 2000, after "The Beach" release Thailand, the main film set location, experienced an increase in inbound tourist flow by 22%. In Turkish city of Canakkale, where the film "Troy" was set, an increase in tourist arrivals reached 73% between 2004 and 20062.
In 2005, a study by Oxford Economics stated that about 10% of all trips to Great Britain were made due to the influence of British films. The same study specifies the estimate
1 The Sound of Music. Saltzburg. Stage of the World. URL: salzburg.info/en/salzburg/the-sound-of-music
2 Great Potential of Film-induced Tourism // Tourism Review News. URL: tourism-review.com/trav-el-tourism-magazine-film-induced-tourism-has-great-potential-article1915
3 Film-induced tourism: following favorite characters // wday.ru. URL: wday.ru/stil-zhizny/novosty/ kinoturizm-po-sledam-lyubimyh-geroev3570/
revenue of film industry from the tourism industry in Great Britain which reached 1.6 billion. In 2007 in Rosslyn Chapel (not far from Edinburgh) the number of tourist arrivals grew from 30 000 to 120 000 during one year due to the appearance of the castle in "The Da Vinci Code"
All those cases forced organizations involved in tourism promotion to pay attention to the fact that films help to make destinations popular and the development of film-induced tourism may be profitable. In 1996 VisitBritain made its first attempt to capitalize film-induced tourism by publishing a movie-map, which showed the locations where different films in Great Britain were set [27].
It is important that the interesting plot of the film can increase the motivation of tourists to visit the places shown in the film. However, the scene with a negative plot which was shot in a specific place will not be a reason to spoil its attraction. The attractiveness of the main plot is more important than negative, sad of even tragic scenes taking place in the film [12, 25]. "The Lord of the Rings" trilogy, filmed in New Zealand can be considered as an example of positive plot, which attracts tourists. At the same time despite the historical and screen tragedy, "Titanic" stimulated the growth of cruise travel.
From 2010 to nowadays, film-induced tourism is experiencing a high rise. Due to modern technologies not only movie-maps have become possible. They can now be interactive, web sites and apps devoted to film-induced tourism can be created. Using those apps and web sites tourists can follow the tracks of their favorite characters. For example, VisitBritain has a number of micro-sites and applications that can be easily installed on a mobile phone, they provide tourists with coordinates of places where films were set.
Vauxhall (vehicle manufacturer) turned out to be very creative in marketing, and proposed a new film-induced tour together with VisitBritain. The bus tour includes 23 location shown in 39 films, many of those films are international blockbusters [18].
Beautiful Britain (beautifulbritain.co.uk) has a page dedicated to local film sets, tourism agencies of Dumfries and Galloway print and distribute leaflets, showing tourists how
to reach places, where famous films were set. Those leaflets include set locations of the famous horror "The Wicker Man" and well-known blockbuster "Mission Impossible".
An advertising campaign of "Da Vinci Code" contributed to a dramatic raise of tourist flow to Scotland and a profit increase of up to 6 million pounds.
In 2007, Olsberg SPI Limited conducted benchmarking studies to prove the tourist effect caused by films and TV programs. Some of the most successful film products from the point of tourist effect were chosen and the key factors of films that can influence the development of film-induced tourism were identified. Those include:
- genre
- invited stars,
- budget,
- brand association,
- studio,
- commercial success and the number of viewers,
- types of set locations
- whether those locations were real or fictitious,
- the presence of other tourist locations which are easily associated with the production of the film or the plot it is based on.
Those key film success factors should be considered when choosing films or TV shows which can be used to build successful marketing activities and to organize tours. Such studies that film industry products can inspire their viewers to travel and visit various locations, including and natural, as well as associated topics, storylines, events and actors form impressions of the audience to the shown places.
Location and feelings linked with the film grow stronger when they are associated with actors, events and the actual location where the plot takes place. Locations, events and heroes turn into symbolic places of interest, as a result of strong ideas on which the plot of the film is based. People are willing to visit locations, because of specific images, memories, and emotions they associate with this place.
Russian experience of film-induced tourism development
Film-induced tourism in Russia is only doing it first steps, so for our country it can be worthily called an innovative tourism type.
Nevertheless, there are successful examples of film-induced tours. The first example takes us to Soviet times. In winter of 1987 "Assa" was set in Yalta, which gave to winter holidays in that region more popularity than in previous years.
In 2013 the film "Leviathan" was set in Kirovsk and Teriberka village on the shores of Barents sea. After filming, the village of Teriberka became famous and popular, which allowed it to become a regional tourist attraction. Now it is a center of tourist attraction and hosts Arctic festivals4.
The film, which made the Orenburg region more famous and popular, was "Russian Revolt", filmed in 1999. The place Krasnaya gora which can be translated from Russian as "Red mountain" became a tourist sight, based on the film scenery an ethnographic museum of the Orenburg Cossacks has been build5.
In December 2019, the sequel of famous Russia TV series "The Kitchen" released under the name of "The Kitchen. The war for the hotel. "To promote the resort of Krasnaya Polyana, film production studio, the administration of the resort, and Casino Sochi have merged. The TV series shows panoramic views of the resort and the ropeway. The show promotes off-season vacations, there are almost no sea views, the main storylines take place in the mountains. The story, highly likely, takes place in late summer or early fall. Off-season vacations are less popular in Sochi than in winter or summer, so such films and TV shows can contribute to its popularization.
Many storylines take place in a casino, which once again reminds potential tourists of the opportunity to be involved in this unusual activity during their stay in in Krasnaya Polyana and, of course, advertises the casino itself. Before the release multiple articles in different newspapers and magazines told the potential tourists about film set locations6.
Such examples of using films and TV shows as a promoting tool for tourist destina-
4 Teriberka: how "Leviofan" gave a better life chance to a northern village. URL: tass.ru/obsches-tvo/3535404
5 "Russian Revolt". URL: berdskasloboda.ru/russ-kij-bunt/
6 «Krasnaya Polyana Resort» told about TV show productions «The Kitchen. The war for the hotel» with Dmitriy Nagiev. URL: yuga.ru/news/446630/
tions can be extremely useful for our country. It should be noted that social networks, which can also be used as a promotion tool for film-induced tourism, became an extremely important element of marketing communications, especially during the period of self-isolation [7].
The seasonality of fllm-induced tourism cannot be easily identified, which will contribute to a more rapid recovery of domestic tourism and can help to support domestic travel companies even in months with a strongly pronounced low seasonality.
Conclusion. As a result of the conducted study, it can be concluded that from the point of film-induced tourism development Europe can be stated as a leader manly due to Great Britain's contribution, which has been using film-induced tourism to attract new visitors for quite a long time and invents new ways to promote this type of tourism, for example movie-maps. Europe is followed by the USA, the motherland of Hollywood and, thought, the whole world uses the film-induced tourism effect, the trips are mostly made after watch-
ing the products of American film industry. The third place goes to Asia, where New Zealand is an absolute leader. This country impresses the potential tourists with its natural views, where the famous films are often set. And also Australia and Thailand well-known as the set locations of blockbusters and thrillers.
Thus, the development of film-induced tourism is one of the trends for modern tourism industry, which helps to promote tourist destinations and increases the revenue from tourism sector. The successful international experience is undoubtedly useful for Russia, which so far is taking only the first steps in the development of film-induced tourism. Filming is a kind of advertising and can provide a destination with a huge tourist flow for several years. Watching the film, potential tourists find themselves involved into the first and main step of film-induced tourism promotion. After they enjoyed an interesting film, they will strive to pass through this emotion again or even feel the stronger ones when starting their journey to follow their favorite characters.
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ТУРДА ЙДЖЕСТ
TOURDIGEST
ТУРИЗМ: КАК ПОСТРОИТЬ БИЗНЕС И ВЫПЛЫТЬ ВО ВРЕМЯ ШТОРМА
!' Бизнес класс ® июле 2020 г. Сбербанк и Google в сотрудничестве с Федеральным агентством по туризму в рамках федеральной программы «Бизнес класс» представили новый обучающий курс «Туризм: как начать свой бизнес и выплыть во время шторма». Программа учитывает ситуацию в туристической отрасли, вызванную пандемией COVID-19, и возросший интерес к бизнес-обучению.
Зарина Догузова: «Развитие туризма и открытие в России новых, ориентированных на туризм, бизнесов помогает миллионам людей, которые заняты в индустрии гостеприимства. В нашей стране более 2,5 млн человек работает в этой сфере и туризм напрямую влияет на рост реальных доходов граждан в большинстве регионов страны. Сейчас особенно важно помогать предпринимателям малого и среднего бизнеса — они составляют существенную часть туристической отрасли. В сложившейся ситуации важен открытый диалог профессионалов, обмен опытом, который поможет эффективно выстроить внутренние и внешние бизнес-процессы. Вместе с коллегами из Google и Сбербанка, с экспертами индустрии мы создали обучающий курс и наполнили его максимально полезной и актуальной информацией».
Слушатели курса узнают, как выстроить бизнес в сфере туризма, выработать позиционирование, собрать команду и как развивать свое дело после пандемии. Курс состоит из 5 модулей, 18 уроков, в каждом из которых разбирается один актуальный для бизнеса блок: запуск бизнеса и позиционирование, привлечение ЦА, налоги и учет, управление командой и антикризисное управление. Своим опытом делятся эксперты и предприниматели, которым уже удалось сделать свой бизнес успешным - Иван Митин («Болотов.Дача»), Вадим Мамонтов («Russia Discovery»), Олеся Дегтярева («Деревня Тыгыдым»), Илья Балахнин (CEO Paper Planes, один из самых востребованных специалистов в области разработки стратегий), Алексей Урванцев (эксперт по продажам и переговорам), Дмитрий Зайцев (эксперт в сфере финансовых и правовых вопросов), Владислава Друтько (нейропсихолог, эксперт по управлению персоналом), Зарина Догузова (руководитель Федерального агентства по туризму). Курс доступен по ссылкам:
https://bc2.business-class.pro/trajectory/51c93f888568 https://media.business-class.pro/article/kurs-po-turizmu
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