Abstract
The regional tourism industry along with its various components and stakeholders involved in the development of regional tourism products (TP) and the value chain can be interpreted as ecosystems. A concept of creating a regional cross-sectoral ecosystem is presented and described. It brings together all interested parties (actors), including government authorities and various business representatives. The approaches to determining the level of attractiveness of a region for the formation of a tourism ecosystem based on the assessment of its tourism potential (TP) are the research subject. The research methodology presents an algorithm for assessing the tourism ecosystem formation attractiveness through assessment of key performance indicators assessing territorial TP. The purpose of the study is to develop strategic guidelines for increasing the efficiency of using tourism potential to form a regional ecosystem (a case study of the Penza Region). The conducted analysis has highlighted strategies (institutional; business image; cultural and educational; innovation and technology) that determine the key vectors for the development of tourism potential of the Penza Region.
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