The international scientific-practical journal “Service & Tourism: Current Challenges” covers current trends, strategies, methodologies, and best practices in the fields of services and tourism in the Russian Federation and abroad. Key areas of publication include geographical tourism resources of regions, tourist-recreational complexes and clusters, spatial organization of tourism and hospitality, development of attractions and historical-cultural heritage sites, tourism in a multicultural environment, state regulation of the tourism sector, service economy, innovation and experience economy, prospects for the hotel and restaurant business, as well as service technologies in tourism and the hospitality industry.
Russian State University of Tourism and Service
Ecological trail: development and design
Ecotourism should be considered a «soft» type of tourism, as it has the least impact on the surrounding environment. It includes visiting and exploring natural areas, along with ecological routes, but with careful attention to the ecosystem. Ecotourism trails emphasize the integration of natural ecosystems into sustainable development and help mitigate the adverse impacts of rapid urbanization. The purpose of an ecotourism trail is to regulate and control recreational loads on natural areas and protected natural areas. The purpose of this study is to examine the design aspects of ecotourism trails. This article examines the types and kinds of ecotourism trails and their degree of difficulty. The structure of trail routes is examined. The authors outline the requirements for their development, including landscape planning rules and urban zoning methods, as well as criteria for trail demand. Examples of additional indicators for identifying and planning ecotourism trails are provided. It is essential to adhere to the proper organization of ecotourism in these areas and to design ecotourism trails appropriately in order to preserve the integrity of the natural environment and reduce anthropogenic impact.
Spatial Organization of Tourism and Hospitality
Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
Event tourism as a strategic direction for branding development in Kemerovo region – ​Kuzbass
The article examines event tourism and event marketing tools for establishing regional branding of Russian industrial region –Kemerovo Region-­Kuzbass within its transition from an industrial to a tourism-­focused image. The study aims to conduct a multidimensional analysis of the content and organization of event tourism and its impact on branding of Kemerovo Region-­Kuzbass. The authors hypothesize that the integrated use of regional branding and event marketing tools increases the region’s tourist attraction, strengths its cultural image, and develops a sustainable event infrastructure. The study’s methodological framework consists of a problem-­oriented and systemic analysis of scientific literature, as well as expert interviews with representatives of management, PR, and social and cultural projects. The theoretical framework is based on scientific articles by Russian and international authors devoted to the key concepts of the research theme. The empirical basis consists of materials from official tourism portals, cultural programs, and case studies of event projects in Kemerovo Region- Kuzbass. The authors note that event tourism development in Kemerovo Region-­Kuzbass is highly intensive but requires strategic coordination. Key factors in the effectiveness of regional branding are identified as event authenticity, quality of organization, local community engagement, and institutional support. The results obtained contribute to the development of regional branding and event tourism theory, completing existing ideas of the role of cultural potential and event infrastructure in establishing a sustainable regional image. Besides, the results obtained can also be used in promoting territorial development strategies and regional cultural policies.
Intersections of the tourism industry and transport infrastructure
With the rapid development of domestic tourism in the Russian Federation, studying the factors that influence this rapidly growing sector is becoming relevant and crucial. One of the key drivers determining the success of domestic tourism is the parallel development of transport infrastructure. This article examines public opinion on the state of transport infrastructure, identifying its relationship with the population’s tourism experience. The accessibility and efficient use of transport are directly related to the ability of citizens to travel, while the convenience and quality of transport are directly linked to the frequency of trips and the formation of tourist experience among the population. The article carefully and thoroughly analyzes the relationship between the quality of transport infrastructure and the desire to travel, taking into account the general level of comfort of the population with their tourist experience. Particular attention is being paid to the role of digitalization in the transport sector in increasing the accessibility and attractiveness of domestic tourist routes. The impact of tourism on important areas of activity and the impact of modernization and innovation on tourist flow are considered. To achieve the most accurate results, relevant regulatory documentation was analyzed, investment aspects of the transport and tourism sectors were considered, and existing and popular ongoing projects were examined. Particular attention was paid to drawing comparisons with international indicators, which will allow us to identify current trends in innovative solutions and best practices that will be useful to the Russian transport sector in the context of modern tourism development.
Floritourism as a promising area of regional tourism development
This article is an in-depth and comprehensive study of floritourism as a promising area of regional tourism development in Russia. The purpose of the study was to analyze the existing experience and identify the main factors influencing the formation and development of floritourism in our country. Successful global practices implemented in countries recognized as leaders in this field, such as Japan, the Netherlands and the United Arab Emirates, were studied. The significant potential of Russian regions for the development of this area has been identified, and key promising locations have been identified: Altai (Maralnik), Kalmykia (Gesner tulips), Crimea (lavender), Astrakhan region (lotuses), Dagestan (wild poppies). The main constraints to the development of tourism in Russia have been identified, including the lack of infrastructure, poor integration into tourist routes and the lack of comprehensive promotion. However, the main advantage of the Russian flora is its exceptional beauty and richness, which gives hope for overcoming difficulties and actively using the region’s potential to strengthen the country’s tourist attractiveness. The practical recommendations proposed by the author are aimed at eliminating these problems by improving the tourist infrastructure, expanding advertising and information activities, and introducing specialized educational programs to train qualified personnel. It is important to note that the implementation of the recommendations can significantly increase the influx of tourists to Russia, strengthen the national economy and preserve unique natural resources. The article also raises an important question about the need to develop a unified strategy for the development of tourism at the federal level, since most of the regions under consideration face similar problems. Therefore, it is important to implement a centralized program that can provide support to local communities and create the necessary conditions for the development of tourism. The result of the research is an awareness of the importance of floritourism as a tool for the sustainable development of regions, conservation of nature and cultural heritage of Russia. This research will serve as a basis for future developments and practical measures aimed at further promoting floritourism in the Russian tourism sector.
The interactive cluster as a commercialization tool for of historical and cultural urban park heritage (case study of Gorky Park of culture and recreation)
The article is devoted to the research of insufficiently commercializing historical and cultural potential of large urban parks. It creates a problem of economic survival and sustainable development of such public areas. The central object of the study is the Gorky Central Park of Culture and Recreation, which is considered as an example of successful concept application of an interactive historical and tourist cluster. The authors present the concept of an integrated approach to the management of the cultural heritage of urban parks, based on a combination of two key components: 1. Digital technologies, including a mobile application with augmented reality (AR) elements, which allows visitors to receive in-depth information about the park’s attractions, learn about the history of the place and interact with virtual content. 2. Physical assets as themed tourist routes, unique excursions and special events designed to attract the interest of the general public and stimulate additional consumption of goods and services (for example, buying souvenirs, visiting cafes and restaurants). This approach involves the use of SWOT analysis to assess the strengths and weaknesses of the park, financial calculations and development scenarios, which allows us to substantiate the prospects of the proposed solution. The economic efficiency and social significance of the Gorky Legacy project, which became the winner of the IV All-­Russian Student Initiative Competition, are substantiated. The model has the potential to be replicated to other urban historical territories. The experience of Gorky Central Park can become an example for other cities and regions, allowing them to preserve their unique cultural wealth and turn it into a sustainable source of income and public benefit.
Copyright (c) 2026 В.Е. Волков, О.А. Волкова, Т.В. Ухина (Автор) https://creativecommons.org/licenses/by-sa/4.0
Innovations in collective tourism establishments based on successful cross-­industry practices: relevant experience
The implementation of innovations in collective accommodation facilities regularly faces a number of difficulties and prejudices. Such measurements as solvency, target audience, purpose of the trip, gender and age of guests are determined and laid down at the stage of designing the premises and are actually considered unchangeable. The trends of the last decade have significantly changed the way of consuming services provided in the tourism and hospitality industry. Thus, there is an increase in the number of trips, but with a reduction in the length of stay, there are more and more guests coming on vacation without a vacation, combining entertainment with remote work, and the trend for daily dopamine has significantly reduced the average age of the guest. The new travel format necessitates the formation of an updated tourism product without changing the core infrastructure. The article analyzes the possibilities of adapting successful practices from various industries to improve the competitiveness of tourism and hospitality enterprises. The study is motivated by the need to find innovative approaches to increasing guest satisfaction in the context of growing market competition. The paper provides a comprehensive analysis of modern industry challenges and considers promising customer experience management methods that have proven themselves in other industries. Particular attention is paid to assessing the potential and risks of implementing such innovations as working with big data, zonal targeting, using micro-­influencers and tracking systems. The results of the study demonstrate significant potential for cross-­industry technology transfer, provided that the specifics of the hospitality industry are considered. The materials of the article are valuable for executives and managers of hospitality enterprises interested in improving the quality of service and achieving a sustainable competitive advantage.
Service Economy, Innovation and Experiences
Gastronomic tourism digitalization as a tool for developing inclusive tourism services for people with disabilities: regional and industry aspect
The study analyzes gastronomic tourism digitalization in the context of developing inclusive tourist services for people with disabilities. The relevance of the work is determined by the accelerated digital transformation of the tourism industry, the growing social demand for accessible tourist services, and insufficient scientific elaboration of inclusivity issues in the gastronomic segment of tourism. The purpose of the study is to identify and substantiate effective models for the use of digital technologies in gastronomic tourism for the development of inclusive services at the regional level. The methodological basis is a mixed design, including systematic analysis of scientific literature, content analysis of digital platforms, and generalization of empirical data on the accessibility of gastronomic tourist services. As a result, a typology of digital solutions promoting the inclusivity of gastronomic tourism has been identified, barriers and drivers of their implementation have been determined, and a conceptual model for integrating digital services into an inclusive gastronomic tourism product at the destination level has been proposed.
Regional assessment of the efficiency of using educational tourism infrastructure (a case study of higher education institutions)
The article is devoted to the development and testing of a methodological approach to the regional assessment of the efficiency of using educational tourism infrastructure based on higher education institutions. The study reveals the role of universities as institutional actors of educational tourism that shape its infrastructural base, event-­related offerings, and flows of educational tourists. The necessity of moving from fragmented descriptive characteristics to a comparable quantitative assessment of the efficiency of using university infrastructure at the regional level is substantiated. Tourist flow, the number of implemented educational programs, and the involvement of higher education institutions are used as the basic evaluation indicators. Based on indicator normalization and the application of the CRITIC method, an integral index of the efficiency of using educational tourism infrastructure is developed, which makes it possible to account for regional differences in demand scale, intensity of supply, and institutional coverage. A ranking of the constituent entities of the Russian Federation is conducted, different efficiency models are identified, and a pronounced structural heterogeneity in the development of educational tourism is revealed. It is shown that a high tourist flow is not always accompanied by high infrastructural efficiency in the absence of broad university involvement and a regularly implemented program portfolio. The obtained results make it possible to identify imbalances between coverage, activity, and demand, and also provide a basis for substantiating managerial decisions in the field of educational tourism development. The proposed index can be used in regional strategic planning, monitoring the efficiency of university infrastructure utilization, and self-assessment by educational organizations of their performance in the field of educational tourism.
regional efficiency of educational tourism
higher education institutions and educational tourism
Importance of a unified corporate culture in the modern Russian service and tourism industry
This article is about the main issues of the importance of a unified corporate culture in the modern Russian service and tourism industry using the example of a separate sub-brand of the Russian corporate hotel chain AZIMUT Hotels. The contradictions and problems that arise in connection with the borrowing of HR policy system from foreign experience are revealed. It analyzes the specifics of modern realities, as well as approaches to ensuring high-quality guest service and employee retention. The author conducts a detailed analysis of the corporate culture at a specific local facility, highlighting the key areas influencing the sustainability and reliability of its functioning. Among the key challenges is identifying ways to achieve a balance between maintaining the integrity of the corporate culture and adapting each individual branch of the chain to local conditions. Statistics from global and local studies are provided, illustrating the impact of a unified corporate culture and determining its contribution to effective management and sustainable business development. Specific examples from the hotel industry are provided, demonstrating the effectiveness of the implemented solutions for guests and staff. Emphasis is placed on the importance of unity, coordination and control of the corporate culture. It is concluded that the state of corporate culture is a key success factor affecting the hotel’s reputation, guest satisfaction and employee performance.
Personnel-technology As a Key Element of the System Management in Tourism and Hospitality Industry
Sustainability of business tourism in the context of the development of online communications
According to statistics, in the era of digitalization of business communications, the flow of business tourists is growing every year. This contradiction requires a detailed analysis in order to identify the factors of sustainability of business tourism in the modern environment. The article proves that the growth of business travel reflects not a quantitative expansion, but a qualitative transformation of the industry. Based on the analysis of domestic and foreign research on the topic, a scheme for the optimal distribution of tasks between communication formats has been developed, where operational tasks and regular communications are assigned to the online format, and strategic tasks are assigned to business tourism. It is assumed that the transfer of standard operations to an online format frees up budgets to improve the organization of strategic tasks in face-to-face meetings. The scientific novelty consists in identifying six main reasons limiting the substitution of online conferences for business tourism and providing a schematic justification for the choice of communication formats. It has been proven that business tourism remains the main tool for implementing strategic initiatives and holding corporate events, while online conferences remain an additional, but not a substitute format for business communication.
Marketing Hospitality and Tourism Services
Analysis of stability and adaptability of Crimean tourist and recreational systems in the context of increasing recreational (or anthropogenic) pressure
The article presents a methodological framework for a hierarchical system of indicators designed to assess the stability and adaptive potential of Crimea’s tourist and recreational systems under conditions of increasing recreational and anthropogenic pressure. It substantiates the necessity of shifting from traditional economic and statistical indicators to diagnosing the adaptive capacity of tourist and recreational systems, which takes into account key threats: high seasonality, infrastructural constraints, water resource scarcity, and the level of institutional preparedness. Based on systemic and comparative geographical analysis, a three-tier model (regional, sub-regional, and local levels) was developed, incorporating four integral indicators: Seasonal Concentration Coefficient, Recreational Infrastructure Load Index, Water Stress Indicator, and Institutional Readiness Index. Using the comparative analysis of the Southern Coast of Crimea and the Western Coast tourist and recreational systems as an example, the practical value of the system for differential diagnosis of vulnerabilities and for formulating specific management decisions is demonstrated. The research results provide a foundation for transitioning to adaptive territorial planning in accordance with the objectives of the national project “Tourism and Hospitality”.
Improving the advertising and PR activities of a hotel business company
In today market, which is saturated with a variety of goods and services, the hotel industry needs to not only provide high-quality basic and additional services, but also effectively communicate their value to its target audience. The hotel sector is a prime example of this, as it has been growing and evolving rapidly in recent years, and as a result, advertising and PR have become crucial for building a reputation and attracting customers. Modern methods of promoting the hotel business are rapidly expanding beyond traditional approaches, taking on new forms as innovations in technology and changing guest preferences require the industry to constantly adapt. With consumers faced with numerous similar options, effective PR communication can be a crucial factor in choosing a accommodation provider. In this article, the authors identify the specifics of promoting hotel services in the modern digital environment and study the current state of advertising and PR activities at the Bogorodskoye Boutique Hotel using strategic management tools (the complex’s service portfolio, M. Porter’s Five Forces of Competition model, and PESTLE analysis). The results obtained allowed to reveal systemic contradictions: the existing promotion strategy is passive. The authors, proposing directions for improving the advertising and PR activities of the Bogorodskoye Boutique Hotel, focus on the use of digital promotion tools, which, despite the special status of the complex, will be able to ensure the popularization of its hotel fund.
matrix of advertising channels used by the hotel
key performance indicators panel of the accommodation facility
Integration of sustainable development principles and inclusive design in the hotel business: assessment of services accessibility for persons with disabilities
In the context of the implementation of the 2030 Agenda and the UN Sustainable Development Goals, the transformation of the hotel business towards social inclusion is of particular relevance. This article focuses on analyzing the integration of sustainable development principles (SDG 8, 10, and 11) into the practice of hotel enterprises through ensuring accessibility and inclusive design of services for individuals with disabilities (ID). It explores the evolution of accessible and inclusive tourism concepts, the legal framework, and sustainable hotel management models. Based on content analysis and a systematic review of scientific literature, an integrated model has been substantiated that links the sustainable development indicators of a hotel to the level of physical, digital, and service accessibility for people with disabilities. Recommendations have been formulated for incorporating inclusive solutions into the sustainable development strategies and ESG policies of hotel enterprises.
The typology of gastronomic tourism and its unique features
The article is devoted to a comprehensive study of the types of gastronomic tourism and the disclosure of its unique features. The author identifies several main types of gastronomic tourism: 1) traditional, 2) ethno-­gastronomic, 3) ecological-­gastronomic, 4) high-class and 5) thematic. Each type of gastronomic tourism is illustrated by vivid examples of popular destinations that allow you to show the gastronomic traditions and cultural heritage of different countries and regions. The author pays special attention to Russian gastronomic tourism, defines its uniqueness and development potential. The author also notes that the role of this type of tourism is to form a positive image of the state and contribute to the sustainable development of its individual territories. The author emphasizes that gastronomic tourism is aimed at the socio-­economic development of territories, thereby stimulating the development of small enterprises, farms, as well as handicraft industries. This type of tourism promotes the preservation of traditional recipes and cooking methods, supports local communities and allows for the creation of new jobs. Gastronomic tourism helps to increase interest in regional products, increase the incomes of rural areas and small producers. The ongoing gastronomic events at the regional level are aimed at attracting tourists, promoting food culture and creating a positive image of the country internationally. In general, gastronomic tourism contributes to the diversification of regional economies, reduces dependence on the seasonality of traditional holidays and increases the sustainability of local economies.
Tourism in a Multicultural Space As a Means of Development
Problems and prospects for the development of international tourism in the DPRK
The article is devoted to a comprehensive analysis of the state and prospects for the development of international tourism in the Democratic People’s Republic of Korea (DPRK). The relevance of the study is due to the resumption of tourist exchanges in 2024, the strengthening of Russian-­North Korean cooperation in the humanitarian sphere, and the DPRK’s desire to strengthen its economy through the tourism sector. The purpose of the study is to identify systemic problems and promising areas for the development of international tourism in the DPRK based on an analysis of historical experience, the current state of tourism infrastructure, and the geopolitical context. The article examines the historical stages of the tourism industry’s formation, starting from the emergence of Soviet-­North Korean tourism cooperation in the 1940s and 1950s and up to the present day. It analyzes the tourism potential of the DPRK, including its cultural and historical heritage (UNESCO sites), natural resources, and recreational infrastructure. Based on statistical data, the dynamics and structure of international tourist flows are presented, and the dominant role of China as a source of tourists is shown. The key problems of the industry’s development are identified, including sanctions restrictions, infrastructure shortages, strict control over tourist movements, and geopolitical isolation. The study focuses on the prospects for Russian-­North Korean cooperation in the tourism sector, the development of cross-­border tourism, and the domestic tourism market as alternatives in the face of sanctions.
DPRK, international tourism, tourism infrastructure, sanctions, tourism trends, inbound tourism, cultural tourism, domestic tourism
Copyright (c) 2026 Е.А. Костромина, Ю. В. Косолапов (Автор) https://creativecommons.org/licenses/by-sa/4.0
Corporate culture as a driver of sustainable development in the domestic service and tourism industry: examples of successful practices