Abstract
Today, sanatorium and resort institutions are undergoing a difficult period, in particular due to the spread of “Covid19” infection. It is assumed that against the backdrop of the crisis, domestic tourism will develop more, respectively, tourists will prefer to book tickets themselves, studying information on Internet resources. In this case, it is impossible to increase the efficiency of the enterprise and increase the demand for services without the use of innovative IT technologies to sanatoriums. The study showed that the activity of most sanatoriums on international online sites is very weak, as well as many of them do not conduct news feeds on official sites, ignore social networks as an effective mechanism for their promotion, as a result of which circumstances arise when the services provided by sanatoriums do not meet the expectations of vacationers. It should be recognized that the level of service in the sanatorium requires an increase, accordingly, it is necessary to carry out activities to position and qualitatively improve work on online services. The acquisition of competitive advantages and the preservation of loyalty of guests is the key functions of positioning and promoting sanatorium and resort institutions, which in turn will contribute to the management of the sustainable development of the territory of the Republic of Bashkortostan.
Highlights
IntroductionThe Republic of Bashkortostan is one of the most picturesque republics of Russia with a fairly developed sanatorium and resort sphere
The Republic of Bashkortostan is one of the most picturesque republics of Russia with a fairly developed sanatorium and resort sphere.The sanatorium and resort complex of Bashkiria includes more than 150 institutions, of which 26 are the largest sanatorium and resort enterprises
The image of any sanatorium is primarily an audiovisual perception of the object, the constantly maintained trust of vacationers, the involvement of guests in the development of sanatoriums and relationships commensurate with "eternal friendship" [6]. It follows that the main problem of positioning regional sanatorium-resort institutions is the lack of mutual understanding between sanatoriums and their possible guests, which soon arises into a disagreement between them when choosing services or in accordance with the quality of services and price
Summary
The Republic of Bashkortostan is one of the most picturesque republics of Russia with a fairly developed sanatorium and resort sphere. All these consequences of restrictions on health resorts significantly affected the financial and economic component of enterprises, despite the fact that some sanatoriums in the republic continue to act as an observatory for incoming citizens. Among all existing sanatorium institutions, differing in the level of the development and rendering services, it is quite often heavy to vacationer to decide on the choice of sanatorium and to estimate the level of his service. All this creates need of development of a regional system of positioning on the basis of marketing strategy [2]. Especially relevant is a positioning and advance of sanatorium services in online services for the purpose of expansion of the Russian and foreign markets of medical and improving tourism
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