TOURISM IN SMALL TOWNS: ZARAYSK

Abstract

We report the results of studying the experience of developing tourism in the town of Zaraysk. On its example, factors typical for small towns of Russia which restrain the development of this field of activity are identified and ways for eliminating barriers are proposed. Using the analysis of the state of tourism in the town of Zaraysk, both the parameters affecting tourism and the main problems are identified, such as uncertainty of the tourist destination for the target audience, low level of development of the tourist infrastructure, limited range of tourist offers, lack of local tour operators and clear positioning of the destination. The paper provides recommendations on the key areas of work of the tourist administration of the territory, including the development of a range of attractive offers for the domestic tourist market based on the original positioning of the territory and a program to promote the region in the Russian market.