Abstract
The study discusses the experience of «Veliky Ustyug – Ded Moroz Homeland» - one of the most successful Russian projects of regional tourism development in scarcely populated and depressed areas of the Russian North.Founded in 1147, Veliky Ustyug is among the oldest towns of the Russian North with a ‘historic city’ and ‘open-air museum’ status. However, in the 1980-1990s it was a typical small town with depressive socio-economic structure based on forestry, small enterprises, folk crafts and distinctive social challenges such as migration, high unemployment, et al. The project «Veliky Ustyug – Ded Moroz Homeland» comparable to Santa Claus Village in Rovaniemi, Finland has increased greatly the tourist flow to the town and improved considerably its socio-economic situation.The research is based on extensive field studies, theoretical observations and includes statistics analysis as well as the results of in-depth interviews with experts and regional stakeholders taken in 2011-2016, review of official legislation. Study reveals that the main idea of the project is to revitalize the depressed community with a wide range of social, educational, economic, infrastructural, cultural, leisure and tourism activities to promote its future sustainable development. The project life cycle is discussed within the birth, growth and maturity periods; each of them is provided with quantitative characterization. Key problems of the project and their possible solutions are identified. The main constraints to the project connected with poor transport accessibility of the destination and high seasonality of tourism demand are considered.
Highlights
Veliky Ustyug is one of the oldest towns in the north of European Russia
The study was continued in 2012 offpeak season when the Department of Recreational Geography and Tourism, Faculty of Geography, Lomonosov Moscow State University expedition group of 11 students and 2 researches made a comparative analysis on regional tourist products branding and promotion for Vologda, Tot’ma and Veliky Ustyug
There was sociological survey on tourism development prospects held in Veliky Ustyug which covered 3 groups of respondents: tourists, local residents and experts and was aimed at revealing their evaluation of current and future tourism development prospects in the region
Summary
Veliky Ustyug is one of the oldest towns in the north of European Russia. In course of reforms in the 1990s most of the local enterprises were closed or privatised and the economic situation in the area became depressed. It caused distinctive social challenges such as high unemployment and migration flows to Central Russia. The number of residents in the town has declined and the population of Veliky Ustyug is estimated at 31.6 thousand. The population of the municipal district around Veliky Ustyug (comprising 2 urban and 17 rural settlements) is about 23.3 thousand and the population density is 2.3/km (Municipal data sheet 2016)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
