Abstract
Travel and tourism (travel & tourism) – forms of leisure activities that combine different types of recreation. Tourism in Russia is developing dynamically, but ambiguously. Kuzbass is a territory with unique natural, cultural and historical resources that make up the tourism potential of the region. But when determining the strategy of the tourism industry, the assessment of the tourism potential was not carried out. The article analyzes the problems of assessing the tourist potential of the Kemerovo region. The results of the author’s study of the tourism potential showed that the resources of the region (natural, historical, cultural) are practically not taken into account by tourism development programs. One of the reasons is the limited understanding of the Kuzbass tourism development strategy. Analysis of the problem of using the tourist potential of the Kemerovo region showed that the main driver of tourism development today is ski tourism. Another reason lies in the exclusion of the main link from management schemes – a person with his needs and preferences in recreation and travel. Expanding the strategic horizons of managing the tourism industry in the region, studying the needs of people in the field of tourist leisure determine the vectors of tourism development in Kuzbass. The authors of the article believe that the assessment of tourism potential should be carried out not only by describing the presence / absence of a particular resource, but also based on the uniqueness of resource objects, their diversity, density of distribution within the region, accessibility, and their physical condition. The authors analyze the strategy for the development of the tourism industry in Kuzbass, adopted by the regional administration, using an expert survey and mapping. As a result of the analysis of documents describing the scheme of the Kuzbass tourist cluster, additional opportunities were identified for the development of the tourist potential of the region.
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