ФУНКЦИОНИРОВАНИЕ САНАТОРНО-КУРОРТНОГО КОМПЛЕКСА РЕСПУБЛИКИ КРЫМ В ПЕРИОД ПАНДЕМИИ COVID–19

Abstract

The article analyzes the challenges that have arisen in the health resort industry of the Republic of Crimea with relation to the COVID-19 pandemic. It highlights a set of measures aimed at preventing negative consequences of the current situation and reducing risks. Some tools of Digital Marketing are examined, to help increase the competitiveness of collective accommodation facilities in Crimea. The health resort industry is one of the fields that have been badly affected by the spread of COVID-19. Despite the high demand for collective accommodation facilities in Crimea, after the opening of the 2020 holiday season, several significant problems have arisen in the health resort industry, which are different for different categories of collective accommodation facilities. All collective accommodation facilities in Crimea face several common problems caused by the pandemic: the problem of uncertainty; the possibility of decline in demand due to the opening of foreign resorts; the problem of ensuring the safety of employees and guests; the problem of organizing the leisure of guests; the problem of meeting all the requirements of Rospotrebnadzor (the Russian Agency for Health and Consumer Rights) with relation to COVID-19; the problem of creating comfortable conditions for vacationers. The success of the 2020 resort season in Crimea will depend on the COVID-19 situation. A large percentage of Russians is not ready to give up rest and tourist trips, which allows us to hope for a demand for tourist services. Crimea’s collective accommodation facilities have to carry out correct marketing policy aimed at winning new and retaining old customers, as well as improving the quality of services provided. The health resort enterprises in the Republic of Crimea need to maintain a balanced pricing policy so that the price of a service corresponds to its quality. It is advisable to load Crimean sanatoriums in part at the expense of budgetary funds. Many health resort enterprises in the Republic of Crimea need state support, which can be provided as tax benefits. State-owned health resorts are in need of budgetary investments aimed at improving their material and technical base. State support for private investment initiatives in the health resort industry is also advisable. The development of the medical base of Crimea’s health resort institutions is really urgent and will contribute to their year-round operation and an increase in their average sales. In the process of creating competitive health resort products, an important role belongs to the complex of marketing activities carried out in the Internet. Effective use of Digital Marketing tools is possible only in combination, to achieve a significant synergistic effect.