Abstract
The article is devoted to the situational analysis of the directions of services development in the region and increasing the commercial effect of their use, taking into account the unique physical and chemical characteristics of natural healing resources. In the current economic conditions, optimizing the use of resource potential is significant and allows you to implement several strategic goals. The mass use of mineral waters in the system of tourist and recreational organizations allows you to diversify the offer of the sanatorium and resort complex, contribute to the saturation of the market of medical and recreational services and stimulate demand. The purpose of the study is to determine the directions of development of services in the region based on the use of potential natural healing resources that have value properties for the psychophysiological recovery of a person. Research objectives: 1) characteristics of natural healing resources of the Perm Territory; 2) description of the physical and chemical characteristics of mineral waters and their impact on the development of the medical profile of resort medicine enterprises; 3) development of directions for the development of services in the region, taking into account the value characteristics of the resource potential. The research methods are analytical, systematic and modeling of economic processes. The study has revealed the high importance of some territories of the Perm Region for the development of the sphere of medical and health services. Improving the commercial efficiency of mineral water use should be developed taking into account the directions of the impact on human health, stable domestic demand and the infrastructure of resort areas. Trends in a healthy lifestyle have a positive impact on the development of the market of services related to wellness, cosmetology, and rational nutrition. The proposed directions for the development of the service sector are based on the unique properties of the mineral waters of the therapeutic areas of the Perm Region, and are related to the expectations of consumers
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