What types of innovations are typical for tourism activities?

Russia, according to a study by the World Tourism Organization and the World Tourism Council, ranks 68th in the world tourism market in terms of competitiveness. In the modern “knowledge economy”, competitiveness is associated with the ability to develop and offer innovations in accordance with new trends in the demand for a tourism product.

Economic science confidently refers to innovative trends in the production of tourism products only trends in e-tourism (the development of an electronic offer of tourist services, advertising, other marketing communications, sales via the Internet). Researchers agree that tourism is an active consumer of technical innovations produced by other industries; but the question of whether tourism industry enterprises produce innovations on their own and what is considered innovation in tourism remains debatable. Scientific approaches to the problem of determining innovations in tourism are only being sought. A patent search showed that there are only 254 patents in the field of tourism in the world; at the same time, only software products or new goods for tourism were patented. Other types of innovations in tourism are not patented.

Innovation in tourism "involves the development of an original approach, the development of new ways of using existing resources while seeking the development of new resources." Typification of innovations in tourism was developed by Abernathy and Clark, who distinguish 4 types of innovations: regular, niche, revolutionary and architectural.

Regular innovation refers to the continuous improvement of the quality of services, staff qualifications and labor productivity.

Niche innovations usually change the structures of cooperation, but not the basic knowledge and skills; they combine existing services in new ways.

Revolutionary innovations are associated with the use of new technologies in firms, the development of new methods; they radically affect the key knowledge and skills of the staff up to the emergence of new professions in the sector.

Architectural innovations are changing structures, business models and regulations in tourism; they create new events and facilities that require reorganization, change the physical or institutional infrastructure, research and teaching base.

What types of innovation exist in tourism?

1. Product innovation - the introduction of a new product (tour, service, product) into the tourism market. Its novelty should be obvious to manufacturers, suppliers, consumers and competitors.

For example, offering the market a new event (event) - a festival, forum, fashion show or costume performance; or a new tour, for example, a gastronomic tour of national cuisine. New services in last years are accommodation in environmentally friendly places of accommodation, virtual tours of museums. Product innovations (patented) are, for example, a mini-submarine for tourism, an electronic guide, special hiking boots with built-in lighting and electronics.

2. Process innovation - the introduction of new or significantly improved techniques and technologies in the process of providing a service (service package). Can be combined with product innovations.

For example, cleaning robots, computer systems tracking, integrated hotel management systems, automated systems for booking and selling air tickets, electronic ticketing.

• 3. Innovation in management - the introduction of more efficient structures and procedures for organizing the activities of the company, cooperation systems, new job profiles and professional requirements. Management innovations are often combined with process innovations.
• 4. Business model innovation - new ways of doing business that increase its value and value to the consumer; development of new approaches in the relationship between the client and the firm, between firms producing services.

For example, the creation of customer databases and data banks in hotels, which makes it possible individual approach to service. Or the entry of a national airline into a global alliance to optimize transportation. A new business model in Russia is a system of mutual settlements for tourist services in terms of the sale of tours, health resort and health services through the Transport Clearing House.

• 5. Marketing innovation - development of new marketing approaches with improvement in pricing, offer, promotion, payment for a tourist product. For example, preferential pricing for regular airline customers or an all-inclusive sales system.
• 6. Innovation in logistics - new solutions in systems and supply chains, distribution, delivery, including tourists.

Recent innovations in this area are "hub systems" of airports - a fundamentally new concept of moving through a single connecting air transport hub; integrated destination information systems; clearing system of mutual settlements in air transport.

7. Institutional innovations - form new rules and regulatory systems in tourism, as well as industries serving tourists; create new systems and forms of cooperation between the administration, the private sector and the public in tourist areas.

For example, amendments to the Law “On Special Economic Zones in Russian Federation» and creation of tourist and recreational zones; Law of the Russian Federation "On state regulation activities for the organization and conduct of gambling” and gambling zones; changes in federal law"On the basics of tourism activities in the Russian Federation", introducing a mechanism for the financial responsibility of tour operators - institutional innovations.

8. Resource innovation - the use of a new type of resource for organizing tourism and developing new tours and services. The tourism sector is beginning to actively incorporate new resources into its economy and use them to create a new supply.

Dinosaur excavations, for example, formed the basis of the Dinosor Tourist Park in the United States, with a paleontological museum and trails to see the archaeological site. The opal mines and mining community in Coober Pedy, Australia is another example of a new resource used in the development of the tour. A giant panda city is being built for tourists in China. In Evenkia, an open-air museum dedicated to the fall of the Tunguska meteorite and the route "Leonid Kulik's Path" was created, along which the first explorer of the meteorite in the 20s of the last century walked through swamps and taiga from the village of Vanavara to the place where the cosmic body fell.

9. Conceptual innovations - the creation of new concepts of tourism, tourist services, and their implementation in new service formats, new architectural, engineering and technological solutions that meet the needs of tourists.

Conceptual innovations include, for example, the construction of hotels and restaurants made of ice in northern countries (the most famous is the Ice Hotel in Sweden), the concept of themed casino hotels in Las Vegas (for example, Excalibur, a medieval castle where knightly tournaments).

These types of innovations satisfy the need for new knowledge, new experience, which is typical for modern tourists seeking self-development through travel and tourism.

Tourism is quite an important direction in the world economy. Many states allocate it as the main source of income, and quite profitable. More and more people travel in their free time, wanting to see the world. For this, there is a wide range of programs offered by agencies. in tourism, of course, do not stand still.

The introduction of innovations and the ability to manage them are important moments in the development of this area. When choosing a vacation spot, a traveler can stop at or in a noisy metropolis; there are quite a lot of options offered by travel agencies. Tourism innovations are important point, which will help the client decide both which agency to contact and which direction to choose for the trip.

The interaction of several structures at once plays a huge role in the development of the industry. B shows up most clearly. Indeed, in order to organize a quality holiday, the efforts of local authorities, hotel owners, companies, etc. are necessary. The term "innovation in tourism" implies some principles that will lead to a better development of the industry. Also, this phrase refers to areas in which there is a certain novelty.

New ideas in the tourism business are a great way to develop it and increase income. The commodity that tour operators can offer is uncharted places and destinations. However, most companies are afraid to become pioneers and continue to work according to the old scheme, receiving even a small but stable income. At the same time, innovations in tourism can greatly facilitate work by automating some actions, increase the flow of customers and much more. For example, an online service allows travelers to choose a route, book a hotel they like, and book tickets without leaving their homes. Currently, more and more tourists choose this way of communicating with tour operators.

In this area, they contribute to business support and prevent the aging of the proposed product. A striking example of countries engaged in constant innovation in the field of tourism are Turkey and Egypt. Hotels in these states are different original design and high quality service. At the same time, institutions do not stand still, constantly updating the services offered.

The main goals pursued by innovations in tourism are the ability to respond to changes in the industry, as well as the continuous improvement of product quality. Offering travelers new routes, although associated with certain risks, can, in most cases, be profitable. Competition in the business sector is quite high, so it is quite difficult for small agencies to “keep afloat”. In order not only to stay, but also to strengthen its position, innovations in work are needed that attract new customers.

The ability to interest travelers in their activities is a guarantee of stable income and business development. This is possible only by applying innovations that will distinguish the company from others.

Introduction

Innovation and tourism

1 The concept of "innovation", types and functions of innovation

Innovative activity in tourism

State support for innovation in tourism

Conclusion

Bibliography

Introduction

Active steps are being taken in Russia to switch to an innovative path of economic development. Innovation is something else than actions to introduce the achievements of science and technology into technology and management, including in the social sphere, i.e. organizations providing services to the public.

During the second half of the twentieth century. there is an acceleration in the pace of innovation and growth in the scale of innovation in all sectors of the economy, including socio-cultural services and tourism.

Tourism is one of the leading and most dynamic sectors of the economy and for its rapid pace it is recognized as the economic phenomenon of the century. For 38% of countries, tourism is the main source of income, and for 83% of countries, tourism is one of the five main sources of income.

Tourism, being currently a global socio-economic phenomenon that operates in conditions of sometimes very fierce competition, is characterized by a high degree of exposure to innovative processes, following which is often the main factor determining the competitiveness of tourism organizations.

The state should focus its efforts and available free resources on the development of promising for the whole national economy knowledge-intensive industries, i.e. industries that actively influence and contribute to the development of other sectors of the economy. And that industry is tourism.

1. Innovation and tourism

1 The concept of "innovation", types and functions of innovation

Innovation and innovative activity are traditionally presented as a direction of scientific and technological progress (its high-tech component) and as a process associated with the implementation of the results of scientific research and development into practice. However, the meaning and content of the concept of "innovation" is broader. The scope of innovation is comprehensive, it not only covers practical use scientific and technical developments and inventions, but also includes changes in the product, processes, marketing, organization. Innovation acts as a clear agent of change, as a result of activity, embodied in a new or improved product, technological processes, new services and new approaches to satisfying social needs.

The term "innovation" (from the English innovation-innovation) characterizes qualitative changes in the production process. Despite the fact that the concept of "innovation" is widely used, there is still no generally accepted definition of it. Various authors, mostly foreign (P. Drucker, N. Monchev, E. Mansfield, I. Perlaki, M. Porter, J. Schumpeter, etc.), interpret it depending on the object and subject of research - as a result and as a process .

So, in the modern dictionary of foreign words (in accordance with the set of international standards "Frascati Guide"), innovation is the end result of innovation, embodied in the form of a new or improved product, introduced on the market, new or improved technological process used in practice or in a new approach to social services.

at Oxford explanatory dictionary the concept of "innovation" is explained as follows: "Any new approach to the design, production or marketing of a product, as a result of which the innovator or his company gains an advantage over competitors."

The term "innovation", in its modern sense, was first used by J. Schumpeter, who emphasized that innovation is a significant change in the function of what is produced, consisting in a new connection and commercialization of all new combinations based on the use of new materials and components, the introduction of new processes , opening new markets, introducing new organizational forms.

Innovations (innovations) are possible in all spheres of human activity. Based on the multivariate possibilities, innovations differ in scope, scope and nature. According to the sphere of application, innovations are divided into scientific and technical, organizational and economic, socio-cultural and state-legal ones. According to the scale of distribution, global, national, regional, sectoral and local (at the enterprise, company) innovations are distinguished. They can be evolutionary or radical in nature.

The main functions of innovation:

they involve new productive forces in production, contribute to an increase in labor productivity and production efficiency, and reduce various kinds of costs;

increase the standard of living of each person and society as a whole due to the diversity and quality of products and services, meeting the needs of the population;

help to bring the structure of production in line with the structure of changing needs, help maintain a balance between supply and demand, between production and consumption;

are the result of applying the creative abilities and knowledge of a particular individual, human intelligence, which, in turn, stimulates further growth creative activity.

2 The essence and basic principles of innovation in tourism

The study of trends and patterns in the integrated development of innovations, planning positive results and managing them is a complex methodological problem in the field of tourism, primarily related to the classification of innovations. As significant for determining the essence of innovation in tourism, the following classification features are distinguished:

source of idea (needs of tourists, discoveries, inventions);

type of innovation (attractors, tourism infrastructure, tourism product, methods and means of distribution of tourism products/services, management, factors of production);

degree of novelty (improving, breakthrough);

breadth of impact, scale, connectivity (local, global, systemic);

investment content (non-capital-intensive, low-capital-intensive, capital-intensive).

Innovations in tourism should be considered as systemic events that have a qualitative novelty and lead to positive changes that ensure the sustainable functioning and development of the industry in the region. Thus, the idea of ​​creating and implementing tourism projects that do not even bring significant profit at first can give impetus to the development of tourism and thus actively contribute to the creation of additional jobs and the growth of incomes of the population. A vivid proof of this is the success of the city of Veliky Ustyug in the Vologda region, which today positions itself as the birthplace of the Russian Santa Claus and is experiencing a real tourist boom.

The innovation process in tourism is quite specific. As a rule, it receives its recognition, on the one hand, through the tourism market and the degree of customer satisfaction, and on the other hand, mainly due to the adoption of joint decisions by tourism organizations, industry authorities in the region, local governments and public organizations, whose activities are related to tourism, as well as due to the assessment of the industry by the local population. Only such an interaction of all elements (subjects and objects) innovation process can lead to the emergence of a significant synergistic effect, expressed as the growth (development) of the tourism sector. The complexity and transformability of discoveries, when the introduction of a new one in one area has an effect (and possibly a stronger one) in another, constituting their essence in the industry, therefore, they need scientifically based organization and management.

The main principles of innovation in tourism include:

The principle of scientificity, which consists in using scientific knowledge and methods for implementing innovations that meet the needs of tourists.

The principle of system. Developed strategy innovative development the tourism sector in the region should take into account the factors and conditions necessary to meet the needs of people in recreation; resource opportunities of the region (economic, financial, personnel and others); social impact on society; factors external environment.

The principle of matching innovation to the needs of tourists. Only those innovations are offered that the client really needs, and not those that can be produced and implemented by a tourist organization.

The principle of positive results, which consists in preventing unreasonable, thoughtless creation and implementation of innovation, which can be dangerous, firstly, for a tourist; secondly, for a particular enterprise; thirdly, for the biosphere and society as a whole.

The principle of immanence to investment processes. To conduct the necessary research, development and materialization of innovations, investment resources are used, the effectiveness of which is determined by the degree of significance and scale of innovations.

Correspondence of innovative activity and its results (innovations) with the level of development of society.

Connectivity principle. The process of innovation ends with the appearance on the market of a product that must, at a certain stage of its life cycle cause the need (stimulate the idea) to create the next innovation and provide financial support for this process.

The principle of security. Any innovation must guarantee the absence of harm to humans and their environment.

2. Innovative activity in tourism

Innovative activity - a complex of scientific, technological, organizational, financial, commercial activities that lead to innovation. An activity is innovative if it brings new knowledge, technologies, techniques, approaches to obtain a result that is widely in demand in society. The innovative activity of an enterprise can be defined as the joint work of all employees aimed at the creation and implementation of innovation. Innovative activity is systemic in nature, the system is formed by society and the subjects of innovative activity.

The main areas of innovation in the field of tourism and hospitality:

release of new types of tourist product, restaurant product, hotel services, etc.;

use of new equipment and technology in the production of traditional products;

the use of new tourist resources that were not previously used. A unique example is the travel of tourists on spaceships;

changes in the organization of production and consumption of a traditional tourist, restaurant product, hotel services, etc.; new marketing, new management;

identification and use of new markets for products (hotel and restaurant chains).

The basis of innovation activity in all sectors of the economy is the implementation of the achievements of scientific and technological progress. This fully applies to the sphere of social and cultural services and tourism.

The scientific and technological revolution has not only become the material basis for the formation of mass tourism. It has had a huge impact on innovation in the socio-cultural service and tourism through high technologies, which include new materials, microprocessor technology, information and communications, biotechnology.

The emergence of polymer, composite and other new materials has led to the emergence of new types of clothing and footwear, new sports and other equipment, new containers and packaging, etc. New materials have become the material basis of extreme tourism, contributed to the development of water, mountain and a number of other types of tourism.

Appearance modern means information and communication had a profound impact on social production and life of people. Modern tourism activities and the work of travel companies cannot be imagined without the Internet. Modern audio-video technology has significantly changed management technology. Management is transferred to real-time mode, etc.

Thus, innovative activity in the field of tourism is aimed at creating a new or changing an existing product, improving transport, hotel and other services, developing new markets, introducing advanced information and telecommunication technologies and modern forms of organizational and managerial activity.

3. State support for innovation in tourism

Tourism activity is not only the provision of travel services, but also a source of income for the state and many sectors of its economy.

Tourism has a huge impact on such key sectors of the economy as transport, hotel and restaurant services, trade, construction, production of consumer goods and many others, acting as a catalyst for social economic development.

Tourism is a complex intersectoral complex that requires a systematic approach to regulating the socio-economic interaction of many sectors of the economy at the state federal and regional levels.

The main tasks of the state are:

determination and development of policy principles in the field of tourism, programs for their implementation, a mechanism for monitoring and researching the results of activities (organization of statistics, departmental studies);

creating favorable conditions for tourism, coordinating the actions of various companies, organizations and societies to form an appropriate infrastructure, a friendly environment;

support of tourism and marketing through stimulation of innovations and cooperation, formation of an attractive image of the country.

Due to the fact that the creation and implementation of innovations require the combined efforts of various economic and social spheres, an innovative development path is impossible without state support. For this, three schemes are used, which are also currently used in the development of the tourism sector.

Direct participation of the state in the implementation of special targeted programs and allocations of regional and local authorities; the creation of large national centers (laboratories), which are funded by the budget and provide the acquired knowledge free of charge to a wide range of potential users.

Implementation of regional targeted programs in the field of tourism.

In many regions of Russia, regional targeted programs in the field of tourism are being developed and implemented, including, as a rule, financing of the following main activities: the development of the tourism and transport infrastructure of the region, information promotion of the region's tourism, scientific and statistical research in the field of tourism, training and retraining of personnel for the sphere tourism. Thus, since 2004, the Vologda Oblast has been implementing the regional target program "Veliky Ustyug - the birthplace of Father Frost", and in September 2008 the long-term target program "Development of domestic and inbound tourism in the Vologda Oblast" for 2009-2012 was approved.

Creation of tourist information centers

Many states create special national organizations to promote various kinds of innovations in tourism. An example is Finland. The Finnish Tourist Board is the government agency responsible for marketing Finland as a tourist destination and has offices in 11 countries. The Finnish Tourist Board was one of the first to use information technology in the work of the national tourism organization. It carries out strategic cooperation with representatives of the tourism industry and other interested groups, the common goal of which is to maximize the presence and influence of the country in the international market. The most important tools to achieve this goal are electronic information and communication technologies. Special meaning this advice lends to "the creation of a unique image of national tourism, a clear segmentation of consumers and markets, effective marketing."

In Russia, there is no single national organization for the promotion of the Russian tourist product, but in many regions, tourist information centers (TICs) have been created and are functioning. As a rule, these are either state institutions or organizations in the form of a non-profit partnership, which are financed from the funds of regional or district budgets, may be regional, city or district.

State Institution "Tourist Information Center" of the Republic of Karelia. It has been functioning since 2001, the founder is the Ministry of Economic Development of the Republic of Karelia. The tasks of the ITC are: creation of a unified information data bank on the tourism potential, programs and projects on tourism in the Republic of Karelia; organization of information and consulting support on the issues of tourism activities, recreation in Karelia; promotion of Karelian tourism products, attraction of extra-budgetary funds for the development of tourism in the republic. The ITC is a modern Internet technology that enables a potential tourist to receive comprehensive information on the issues of interest to him about the possibilities of the tourism infrastructure of the Republic of Karelia.

State Institution "Tourist Information Center of the Vologda Region". It has been functioning since 2007, the founder is the Tourism Committee of the Vologda Oblast. The goals of the TIC are: to develop the tourist attractiveness of the Vologda Oblast, to popularize the project "Veliky Ustyug - Father Frost's birthplace" in the media and promote the region in the Russian and international tourist markets; consolidation of advertising and information work of various participants in the tourist market in order to provide information and reference, tourist and business services to visiting tourists, as well as conducting advertising and marketing activities; organization of work with hospitality industry enterprises, assistance in the development of small and medium-sized businesses in the field of tourism.

Providing subsidies and grants for the implementation of research work in the field of tourism and related industries.

A grant is government support or incentives for research and development with funds, property, or services.

To acquire the results of research and development, which can bring direct benefits to the state, a state contract is concluded. It gives the right to the representative of the state to control and correct the progress of the development.

Thus, the long-term target program "Development of domestic and inbound tourism in the Vologda Oblast" for 2009-2012 provides for funds for scientific research in the field of tourism in the amount of 1.5 million rubles.

Providing private enterprises and individuals with favorable conditions for scientific and technical developments, as well as the development of investment opportunities. Private businesses that invest in scientific research and the purchase of equipment necessary for this, as well as in the development of the tourist infrastructure of the regions, are provided with a variety of tax incentives, state loans and guarantees, as well as financing through state participation in equity capital.

Currently, a vivid example is the creation in Russia in 2007 of seven tourist and recreational zones: Krasnodar and Stavropol Territories, Kaliningrad Region, Altai Territory, Altai Republic, Irkutsk Region and the Republic of Buryatia. This event symbolized the beginning of a period of active state support for the tourism industry, elevated to the rank of "locomotives" for the development of regions, and subsequently Russian economy generally.

Tourist and recreational zone (an analogue of service zones or service zones in world practice) is a type of special economic zone created for the development and provision of services in the field of tourism. Tourist and recreational zones are not widely spread, and for Russia this is completely unique. Therefore, the creation of TRZ in Russia is innovative.

The creation of special economic zones of a tourist-recreational type in Russia is one of the main priorities in ensuring the dynamic development of the country's economy, transferring it to an innovative development model, and uniting the efforts of the state and the business community. The SEZ mechanism has a number of advantages: tax benefits, reduction of administrative barriers, budget investments in infrastructure, image component. It creates opportunities for effective testing of new approaches in public administration.

The goals of creating tourist and recreational zones are: increasing the competitiveness of tourism activities, developing medical and health resorts, developing activities to organize treatment and prevent diseases. Field development can be carried out in tourist and recreational zones mineral waters, therapeutic mud and other natural healing resources.

The state, implementing the mechanism of public-private partnership, assumes the responsibility of creating the necessary engineering, transport and social infrastructure, and also provides a certain set of benefits and preferences for investors.

To stimulate the investment activity of residents of tourist and recreational zones, the following tax benefits are established:

* Residents have the right to: apply a multiplying factor of 2 when calculating depreciation; to transfer the loss of the previous tax period to the current year in full; recognize R&D expenses (including those that did not give a positive result) in the reporting (tax) period in which they were made, in the amount of actual costs; not to pay within 5 years property tax from the moment it is put into operation and land tax from the moment the right of ownership arises;

* Subjects of the Russian Federation have the right to establish for residents a reduced rate of income tax payable to regional budgets, but not less than 13.5%, and other tax benefits.

In addition, a simplified administrative regime will operate in the zones (the principle of a “one-stop shop” for registering residents and the possibility of conducting inspection activities - SES, fire service, trade inspection, labor inspection, etc. - only as part of a planned comprehensive inspection, the decision which will be adopted by the territorial body of RosSEZ) and the preferential procedure for land use.

These innovations in the Law of the Russian Federation "On Special Economic Zones" should be recognized as positive, given how widely unique resort and recreational facilities are represented in Russia, the development of which is significantly hampered by insufficient budget funding and state support.

It is especially important to create zones of this type for small and medium-sized businesses, since the development of a tourist and recreational zone is associated with the expansion of the service sector, the functioning of a large number of hotels, enterprises Catering etc.

Thus, “points of growth” have been created on the territory of seven constituent entities of the Russian Federation, which in the future should have a stimulating effect on the development of business in the regions and the territory as a whole. At the same time, the creation of tourist and recreational zones not only brings a positive economic effect for the region in the form of a growing volume of investments and the cost of services provided, the introduction of advanced technologies and modern methods management, stimulating the development of territories with low industrial potential, but also of great social importance due to an increase in the number of jobs and an increase in the professional education of the population. In addition, as world experience shows, the territories adjacent to the zone are also beginning to develop more dynamically.

Conclusion

The tourism sector is one of the most promising and profitable today. In the world, it accounts for about 10% of world gross income, 8% of total world exports and 30-35% of world trade in services.

Tourism is constantly developing, despite various obstacles political, economic and social character. The tourism business in many cases is the initiator and experimenter in the development and implementation of modern advanced technologies, continuously changes the forms and methods of offering and providing services, discovers and develops new opportunities.

Tourism workers deal with a variety of forms and methods of organizing recreation, travel, and cultural leisure. The development of the tourism business is possible only on the basis of the introduction of new ideas, the improvement of the processes for the production of goods and services, and the expansion of their range.

In tourism, innovations of the most diverse nature are introduced daily under the influence of both scientific and technological progress and the intellectual development of mankind.

Innovations in the field of tourism sometimes arise completely unexpectedly and even unpredictably under the influence of events in society. Therefore, the study of innovative processes, the causes of innovations, the development of methods for their implementation is of significant and practical scientific interest.

The role of the state in the development of innovations in the field of tourism is also important, and the development and implementation of mechanisms for state support of these areas is relevant.

tourism innovative leisure travel

Bibliography

1. Malakhova N.N., Ushakov D.S. Innovations in tourism and service. - M .: ICC "MarT", Rostov n / D: Publishing Center "Mart", 2008.-224p. (“Tourism and Service”);

Novikov V.S. Innovations in tourism: textbook. Allowance for students. higher textbook institutions / V.S. Novikov. - M.: Publishing Center "Academy", 2007. - 208 p.;

Sevastyanova S.A. Regional planning for the development of tourism and hotel industry: tutorial/ S.A. Sevastyanov. - M.: KNORUS, 2007.- 256 p.

Modern dictionary of foreign words. Approximately 20,000 words. St. Petersburg: Russian language: Duet: Comet, 1994.- 395 p.

Http://www.ticrk.ru - website of the Tourist Information Center of the Republic of Karelia;

Http://vologdatourinfo.ru - website of the Tourist Information Center of the Vologda Oblast.

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It should be noted that a large role in the development of modern cultural and educational tourism belongs to competent, professionally trained managers and, last but not least, tourism specialists must be good psychologists. It is these well-trained professionals who can deal with various innovations and innovations in the tourism business. The new quality of growth, which is called development, is a consequence of the innovative nature of entrepreneurship in various fields.

In a market economy, tourism organizations are all aware of the need to develop new products and services and the benefits associated with this. Determining the future profit from a new tourism product is the task of innovation management.

What does he represent? This is a separate type of cultural, economic and entrepreneurial activity to achieve the goals of tourism companies based on the effective organization of innovative processes. In addition, innovation management involves real and competent use all available resources and the mandatory introduction of new forms of work. The innovative manager will have to induce and unite a large number of organizations and people to update to create the necessary and sufficient economic conditions and incentives to achieve the innovation goal. Innovation management is no less an art than a science, and always carries a touch of the manager's personality. Kovalev G.D. Fundamentals of innovation management. - M., 1999. - S. 6.

Innovation management is a combination various functions(such as marketing, planning, organization, development control). The main tasks of innovation management are to study the state of the sphere of economic activity and economic systems that implement innovations; study of the very specifics of the innovation process. Zaitseva N.A. Management in socio-cultural service and tourism. - .. 2003. - S. 281. Forms of introduction of innovations can be different, experts divide them into evolutionary and radical. These include maintaining and updating existing functions, rearranging the constituent parts of the system, changing elements of the existing system. To change the concept and results of the system, for all these new transformations, of course, special, innovative strategies are needed. They are divided into the following main types:

1) offensive strategy (focused on new market prospects, its essence is to be the first in the market, which requires high qualification and organization, as well as well-conducted marketing; this strategy is not based on one single innovation, but on a whole series of innovations );

2) defensive strategy (entering the market after preliminary marketing);

3) absorbing strategy (buying innovations from other companies of a similar profile);

4) creation of a new market (application of own innovations);

5) intermediate strategy (filling your niche between different competitors);

6) robbery strategy (application of other people's innovations);

7) attracting strategy (creating a staff of new highly qualified specialists).

Thus, innovation is an object introduced into production as a result of marketing and a discovery, which is qualitatively different from the previous analogue. Innovation in any industry, including tourism, is qualitatively different from innovation. Innovative changes in tourism create the internal energy of effective growth. These changes upset the balance, but create the foundations further development, the transition of the system to a new quality. Therefore, it is the professional introduction of innovations into life that is the development of a particular industry. Modern social development experts argue that none of the problems that businesses face today is more important and complex than the problem of innovation.

Innovations in tourism naturally affect the state of the entire industry as a whole. They change the following main characteristics of the industry:

1) the volume of production and sales (in this case, new tourist brands);

2) the current costs of the firm engaged in innovation;

3) the size of the created and operating property;

4) the number of specialists employed in the design and implementation of a new tourist product on the market;

5) the duration of development and introduction of innovations to consumers.

The effectiveness of a modern tourist product, the pace of its development is determined by innovative activity and the production of "market novelty" goods that either satisfy a completely new need or significantly expand the range of consumers. The innovation process, i.e. the process of introducing new products to the tourism market, is characterized by:

1) the multiplicity and initial uncertainty of ways to achieve the goal and high risk;

2) the impossibility of detailed planning and focus on predictive estimates;

3) the need to overcome resistance both in the sphere of existing relations and the interests of the participants in the innovation process. Innovations are the main means of increasing the value of the subject and the real sector as a whole, in our case, the tourism sector. The higher the potential for innovation, the higher the expected real profit.

There is even a science of innovation that deals with the study and implementation of innovations. In her scientific direction, she relies on dialectical teachings about universal development. Any innovations initially lead to the creation of crisis states, a way out of which can only be found with a professional attitude to all stages of the process of introducing a new tourist product.

Therefore, any tourism manager needs to know that it is in the selection of innovations that innovations, completely new forms of work, can appear. When conducting innovation research, the following principles must be observed, in accordance with Figure 1.1:

1) the principle of importance;

2) the principle of filling the existing vacuum;

3) the principle of replacing old developments;

4) the principle of minimum capital investments;

5) the principle of mandatory demand;

6) the principle of perspective and development opportunities. Zaitseva N.A. Management in socio-cultural service and tourism. - .. 2003. - S. 184.

Tourism marketing in question has its own specifics. It is a set of specific functions carried out by a travel company in order to expand the market for its tourism product and services. Tourism marketing is the field of activity of tourism organizations to develop new, more effective types tourism and excursion services, as well as their production and marketing in order to make a profit based on improving the quality of the tourism product and taking into account processes in the global tourism market. Tourism marketing has three main goals:

1) preservation of the traditional market;

2) development and expansion of a new market;

3) decrease in the influence of seasonality.

In the tourism business, there is a conditional division into four seasons: the "peak" season (mainly summer period and calendar holidays), "high" season (this includes "velvet season" spring tours), "low" season (vacation time in winter and autumn) and "dead" season (other winter time). So, the main task of tourism marketing is to bring closer to the consumer exactly the new product that is able to at least partially revive the "dead" season.

In order to competently conduct marketing research in the field of tourism, one should follow this simple scheme: The desire of consumers - market research - making a profit by introducing new forms and satisfying the desires of buyers.

After studying the tourism market with the help of marketing research, you should correctly plan the emergence and development of a new product.

For this you need:

1) generation of ideas - systematic search for new solutions;

2) professional evaluation of the tourist product with the help of marketing results;

3) economic analysis - forecast of sales, costs and profits, drawing up a business plan;

4) development of a tourist product - the creation of a conditional layout of a new product;

5) conducting trial marketing - evaluation of a new product in a genuine real market environment;

6) commercial implementation - determination of where, to whom, how to correctly and effectively offer an innovative tourism product.

As for the preparation of a business plan, in this case it is called an innovative project and is defined by three main elements:

1) the purpose of the development and implementation of the project;

2) a plan-calendar of all planned activities;

3) sources of financial resources.

Based on these three elements, as well as taking into account the economic justification of innovations, a decision is made on the feasibility and implementation of them. After properly conducted marketing, development of the project and its implementation, i.e. bringing it to the consumer, one should evaluate the social effectiveness of innovations (how much they meet the needs of society). social efficiency Tourism innovation can be viewed in two dimensions. On the scale of social significance, the expected socio-economic results are estimated as an increase in national wealth due to an increase in the level of manufactured goods. Innovations contribute to the intensive growth of stocks and reserves, which determine the stability of the industry, the continuity of work, even in the "low" and "dead" tourist seasons, and the employment of the population. The accumulation of such reserves definitely expands the possibilities for the development of social and cultural facilities, helps to preserve the unique historical and natural monuments of our country. In addition, the employment of the population in the process of production and implementation of the product improves the standard of living. Innovation helps the population to meet the ever-growing demand for new products and usefully spend their free time.

On the scale of a particular tourist company or cultural and service organization, the unity of its technical, intellectual and commercial capabilities is realized. With innovations, the nature and working conditions change. The changes resulting from the implementation of a new tourist product determine the social price of innovations. Kovalev G.D. Fundamentals of innovation management. - M., 1999. - P.87.

Innovative sphere (in this case, tourism) in ideal should have a special innovation infrastructure ( National parks, cultural, entertainment and leisure centers, modern hotels, inns, country clubs, roads, transport, etc.).

All of the above is a kind of innovative process, that is, a set of scientific, industrial, financial, commercial and organizational activities carried out in a certain sequence, leading to innovation. Great place on modern market tourism products has a program service - a comprehensive presentation of a certain set of services to the client, subject to one goal (acquaintance with new places or certain monuments of antiquity or nature, education, self-expression, just satisfying curiosity) through a well-organized travel. In connection with the ever-increasing competition in the market, most travel companies offer customers precisely a comprehensive service, that is, a certain set of planned services. These services include:

1) decent living;

2) well-organized leisure and entertainment;

3) a varied diet;

4) sports in the form of a specific program;

5) excursions that are excellent in form and content;

6) affordable and convenient transportation.

Similar services are offered in a large number of thematic areas. Tourism, like any other sector of the economy, has its own specific development factors that affect the development and implementation of a new tourist product. In total, two main groups of factors can be distinguished:

1) static (natural-climatic, geographical, cultural-historical);

2) dynamic (political, socio-demographic, financial and economic, logistical).

In tourism, as in any other modern industry, there is a special market for innovations integral part to the general tourism market. The innovation market is formed in conditions of uncertainty, which follows from the very nature of the innovation process, and its formation should be considered in connection with the development of entrepreneurship in the tourism sector. The innovation market is related to the demand and supply of innovations, the scale of prices, the coverage of demand by a set of innovations, etc. The effect of the introduction of innovation is manifested not only in the economic, but also in the social sphere, where, by increasing incomes, social needs are more fully met and the standard of living is improved. IN general view the economic efficiency of innovation is determined by comparing economic profits with the costs that caused the result. In other words, the effectiveness of a new tourism product depends on how much profit it will bring to its designers, minus the money spent on its implementation.

In order for new tourist products to reach potential consumers better and faster, periodic tourist fairs are currently being held - organized in a certain exposition of a tourist product. These expositions are indispensable for presenting various innovations. They do not impose a new tourist product, but only create an atmosphere of favorable attitude towards it through a professional presentation. A large place at tourist fairs is occupied by exhibitions - presentations of regions, sometimes occupying several stands for new information about routes and tours. In Russia, the largest tourist fair is the Moscow International Travel and Tourism Exhibition. It is the largest and most important tourism exhibition in Russia, and has been held annually since 1993 in Moscow, at the Expocentre. This fair is attended by Russian and foreign travel companies and organizations, educational establishments tourist destinations, embassies, all kinds of media editorial television programs. The Moscow exhibition has its own catalog, in fact, the main source of information about tourist organizations and enterprises in the regions of Russia and in other countries. And about one more novelty in modern Russian tourism.

This is automation, or the creation of search databases. The TURY.ru system was created specifically for close contact between potential customers and tour operators. A single information field has been created in which everyone can quickly solve their problems. On hundreds of Internet sites, tourists communicate with managers in live broadcast mode. The main task of complex automation of all links in tourism is being solved. Thus, it is decided the main problem in modern tourism - operational interaction between all participants in the transaction. The "Correspondence" section is built into each application. In short, the client visits the site, chooses a tour, enters into direct contact with the tour operator, agrees on the details of the trip and its main conditions, and the deal is made. Each of the participants in the transaction gets the opportunity for effective communication. Consider how such a system works in Figure 1.2.

At present, networks of travel agencies operating in full cooperation are being created in our country. The most famous agencies are Wind Rose and Academservice. The agencies that are part of a particular network are jointly engaged in a new network tourism business in tourism. In turn, network agencies are connected to the newly created unified system of tourism in Russia. The most modern Russian tourist network - Kuda.ru. Firms included in this network create joint data banks on tourist routes for all possible directions as well as a complete customer base. In addition, they exchange mutually beneficial information on any issues related to the development of domestic and inbound tourism.

So, the development of Russian national tourism in modern society has three foundations, "three pillars":

1) purpose - the necessary tourist resources (natural, architectural, archaeological);

2) comfort level - providing tourist resources (hotels, entertainment and cultural centers, museums, roads, transport);

3) activating factors - sufficient tourism resources - specialists who plan, design, research, execute, market and implement.

From the foregoing, it follows that the main goals modern tourism are the introduction of new models for the development of a tourism product, the effective use of their human resources, increasing the role of people and local communities, regional and territorial bodies and tourism organizations, overcoming financial, economic and social difficulties, organizing new forms of leisure activities, developing innovations and introducing new tourism forms of work, etc.

Innovations (innovations) are possible in all spheres of human activity. Based on the multivariate possibilities, innovations differ in scope, scope and nature.

According to the sphere of application, innovations are divided into scientific and technical, organizational and economic, socio-cultural and state-legal ones.

According to the scale of distribution, global, national, regional, sectoral and local (at the enterprise, in the company) innovations are distinguished.

They can be evolutionary or radical in nature.

Evolutionary innovations occur continuously and for the most part are the result of ideas and proposals coming from the sphere of production, marketing, consumption. The process of evolutionary innovations is entirely subordinate to social needs, is formed by solvent demand and is limited by the capabilities of the technological potential of the system within which it takes place. The frequency of entering the market with innovations depends on the accumulated empirical experience and knowledge. As a result, the company's ability to obtain and analyze information about consumer preferences, the perception of market signals increases, and the accumulated knowledge allows improving products and technologies through innovation.

Evolutionary innovations can be classified according to the subject of application, the impact on the production process and the activities of companies, as well as the nature of the needs satisfied. The traditional approach to the typology of innovations on the subject of application is their division into product innovations and process innovations.

Product innovation - innovation in the form of a fundamentally new or improved product, which is promoted in the form of a product to the market. Often the introduction of a new product is associated with the development or creation of new markets.

A process innovation is a technical, manufacturing, and managerial improvement that reduces the cost of producing a product. A process innovation can turn into a product innovation if it is in demand in the market. There is also an innovation-service associated with servicing the processes of using the product outside the enterprise ( software computers).

Innovations that affect the production process and the activities of companies in the market include technological, industrial, economic, trade, social, legal, managerial and informational.

In the service sector, innovations are fundamentally new or significantly improved methods of their production and provision (service), which cannot be provided by the previous production methods. These are tourism, banking, consulting services and other sectors with a focus on the latest information and communication technologies.

Quite often, companies resort to the help of adaptive innovations, which are a reaction to innovations implemented by competitors, in order to adapt to a changed situation and ensure the company's survival. A special place is occupied by pseudo-innovations that do not lead to a change in the consumer characteristics of products, but imitate them.

By the nature of the needs satisfied, innovations can be attributed to innovations that create new needs and develop existing ones.

Innovations can not only preserve and improve the technological and market capabilities of firms, but, oddly enough, destroy them. So-called architectural innovations sometimes require the replacement of existing technologies and products, as well as market-consumer relationships. Innovations that create new niches in the market for existing technologies and products lead to the emergence of a different category of consumers and destroy existing market ties.

Radical innovations are not a response to market needs. They are associated primarily with science, scientific discoveries, breakthrough inventions, which have a certain independence from social needs. The application of radical innovations means a break with previous trends, opens up a new general concept for further improvements. Demand for them is unpredictable due to the lack of sufficiently clear areas of their application at the time of their appearance. Among the radical innovations, basic innovations are distinguished based on new knowledge about the nature of the material world. They are the basis for the formation of a new technological order, determine its structure. Their implementation is associated with large investments in the formation of new industries and areas of development. Therefore, in the first phases of mastering basic innovations, direct and indirect government support is needed. The process of their implementation is lengthy and involves significant risk. Radical innovations fall into several categories. First of all, these are systemic innovations that ensure the emergence of other innovations - improving (incremental innovations). Through them, the distribution of fundamentally new equipment and technology in various areas of production is ensured, which contributes to the introduction of basic innovations. Such innovations provide important technical improvements in products and processes.