Abstract
Research background: The article analyzes the impact of the COVID-19 pandemic on the tourist competitiveness of St. Petersburg. In order to maintain sustainable tourist attractiveness after the end of the pandemic, the city will have to conduct a more thorough analysis of the factors influencing the choice of St. Petersburg among other competing tourist centres. Purpose of the article: The purpose of this article is to identify competitive priorities of territories that are attractive for tourism activities in the conditions of recovery from the crisis that arose due to restrictive measures applied due to the coronavirus pandemic. Methods: To achieve this goal, the article uses a modified SWOT analysis apparatus with the use of a matrix assessment methodology implemented on the basis of a modified methodology of the Hierarchy Analysis Method and the calculation of marginal replacement coefficients for criteria of tourist attractiveness and competitiveness of the territory after the pandemic. Findings & Value added: For the analysis, a new approach is proposed to obtain the characteristics of the city assessment for different categories of tourists, which significantly increases the accuracy and strategic prospects of the classical procedure of SWOT analysis. As a scientific growth, we can consider the use of matrix estimation mechanisms for a more rational ranking of factors, more accurately determining probability and weight characteristics. Therefore, this will provide higher accuracy of strategic recommendations for the city for each important category of tourists.
Highlights
The global economy is known to be dominated by services and intangible assets
Today, in the context of the global crisis caused by the development of the coronavirus pandemic, there is a serious problem of maintaining the tourist attractiveness of countries and cities
To study the factors that are most important for the implementation of an effective strategy for the development and strengthening of Russia's tourist attractiveness, we will consider the possibility of using SWOT analysis tools for various target groups
Summary
The global economy is known to be dominated by services and intangible assets. Today, in the context of the global crisis caused by the development of the coronavirus pandemic, there is a serious problem of maintaining the tourist attractiveness of countries and cities. After the end of the pandemic, only cities with a strong global brand will be able to ensure a rapid recovery of the tourist flow [4, 5]. People in all countries are exhausted by forced seclusion and will welcome the resumption of travel opportunities. They will want to come back to their favorite places. Since different countries have recorded different strains of the virus, and the virus can mutate further, which will lead to infecting already ill with one type of human infection with the others, so he again can be potentially dangerous
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