Optimizing the tourism destination potential with the integration of sustainability and innovation principles

Oxana Belozerova,Siuzanna Mirzoian,Urs Wagenseil,A.D Nazarov

doi:10.1051/e3sconf/202129501055

Abstract

In the article the science approaches to the essence and set of elements for a successful tourism destination development are considered. These helped to develop a new destination potential model by integrating two management principles: a) sustainability and b) innovations. These additional principles should reach higher destination potentials and guarantee a better destination performance. The interrelation of the elements of a tourism destination potential with the mechanism of its management is reflected. A central aspect and a prerequisite are the creation and integration of a special management body for the destination – the Destination Management Organisation (DMO). During the study qualitative inputs from experts about the model were obtained. These contributed to confirm the model and to adapt it for the usage by a DMO. The overall goal is to reach a higher destination potential, to enhance its competitiveness and to counteract the negative factors of the external and internal environment, especially in the Post-Covid19 phase. During this the tourism industry has suffered on an unprecedented scale and hardly any destination in the world has been able to match the success figures of the recent past (until 2019).

Highlights

The challenges faced by almost all sectors of the world economy during the Covid 19 pandemic demonstrated the unreadiness to promptly transfer various economic processes to a remote format of their implementation without losing the efficiency and quality of the product offered to the consumer
It brings out the need to find new ways and methods of economic management activities of tourism enterprises and destinations that would provide a high level of resistance to negative factors of the external and internal environment (Figure 2)
In 2020, due to the coronavirus pandemic, the contribution of the tourism industry to global GDP has almost halved compared to 2019 data: from 10.4% in 2019 to 5.5% in 2020 [2]

Summary

Introduction

The challenges faced by almost all sectors of the world economy during the Covid 19 pandemic demonstrated the unreadiness to promptly transfer various economic processes to a remote format of their implementation without losing the efficiency and quality of the product offered to the consumer. In the tourism sphere, according to data from WTTC’s annual research, "in 2020, 62 million jobs were lost, representing a drop of 18.5%, leaving just 272 million employed across the sector globally, compared to 334 million in 2019" [2]. It brings out the need to find new ways and methods of economic management activities of tourism enterprises and destinations that would provide a high level of resistance to negative factors of the external and internal environment (Figure 2). In 2020, due to the coronavirus pandemic, the contribution of the tourism industry to global GDP has almost halved compared to 2019 data: from 10.4% in 2019 to 5.5% in 2020 [2]. In the Russian Federation, the turnover of domestic tourism decreased by 40%, and resort towns and natural areas lost about 10-15% of the income level of 2019 [4]

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Methods

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Conclusion