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November 08, 2012
Master-class from famous scholar, specialist in tourism Oleksii Kuskov
Karazin Unviersity was visited by Oleksii Serhiiovych Kuskov, famous Russian scholar and practitioner, expert in the theory and practice of tourism and service.
Within the framework of his visit the scholar held a master-class on successful positioning of the country at the national and international tourism markets for students of the School of International Economic Relations and Tourism.
O. S. Kuskov believes that to ensure decent development of tourism in a certain country, the following actions are to be taken: to improve the image of the country at the world tourism market; to evaluate the available resources and the infrastructure possibilities as fully as possible to design scenarios for their tourism-related use; to offer tourists a competitive product; to develop a complex of strategies for development and positioning of the regional tourism product at the international and national tourism markets.
According to the scholar, successful tourism product positioning at the tourism market is possible through realization of 8 positioning models: information model, communicative model, political and law model, mythogenic model, focus model, trust model, locality model and image model.
O. S. Kuskov showed the most successful touring routes in terms of branding and image on the example of several Russian regions. Everyone present could also see the reporter’s photo account illustrating the most picturesque historical and natural monuments of Russia.
The scholar thinks that Ukrainian tourism is presented on a decent level: “The Information model of tourism product positioning in Ukraine is on a much higher level than that of Russia. Great many touring maps, guide-books, quality literature in the area are indicative of that. However, both Russia and Ukraine lack well-considered strategies for attracting tourists.”
University in Social Media: