Municipal educational institution

"Secondary school No. 6"

Geography section

Research

"Tourist attractiveness of Russia"

Rossikhina Anna

Student of grade 11B

Municipal educational institution secondary school No. 6

Supervisor:

Skotynyanskaya V.E.

Geography teacher

Municipal educational institution secondary school No. 6

Reviewer:

Kanova L.A.

Lysva 2008.

Introduction………………………………………………………………………………3

1. Tourism in Russia……………………………………………………………………………….5

2. Tourist attractiveness of Russia from the point of view of Lysven residents…..10

Conclusion……………………………………………………..………13

Literature………………………………………………………………………………...14

Appendix…………………………………………………………..…...15

Introduction

In one of the messages to the Federal Assembly V.V. Putin (Russian President) set the task of finding opportunities to double GDP.

Having studied the peculiarities of the economies of the countries of the world in the lessons of social and economic geography in the 10th grade, I learned that there is a group of countries, mainly islands and archipelagos, whose economy is based on the tourism business. These are the states of Oceania: Fiji ($300 million per year), Western Samoa (40 million), Vanuatu (50 million), Marshall Islands (2.0 million), Tonga (10 million) and others. I wondered whether the tourism business, or rather its development, could make a significant contribution to doubling GDP?

I'm pushing hypothesis, that tourists of different age categories will be interested in different tourist sites in Russia.

Purpose My project is to study the tourist attractiveness of Russian sites among Lysven residents as potential tourists.

Subject of study - valuable natural objects, historical, cultural and historical and architectural attractions.

Object of study - tourist sites.

Research objectives:

Identify the objects of greatest attraction for tourists.

Conduct research on the preferences of people of different ages.

Draw up a map “Tourist attractiveness of Russia”.

Release a brochure.

Working methods:

Search for information on tourist sites

Questionnaire on the problem

Analysis of questionnaires

Making a presentation for a more visual representation of the work

Cartographic

Systematization of material for the release of the brochure “Tourist sites of Russia”

The work consists of an introduction, chapters on Russian tourism and the selection of Lysvens of different age categories, a conclusion, a list of references and an appendix in the form of a brochure, map, diagrams with a selection of Lysvens.

Tourism in Russia

Everyone knows about the hospitality of Russia - it is ready to open up, charm you, teach you and tie you to itself forever. But don’t think that if you live in Russia, you will always have time to look into any corner of your vast homeland. It’s better to take advantage of the time allotted to you now, because the most interesting thing is right under your nose. And while some in search of new sensations strive to distant lands, know that you can have a good rest not only, for example, in the Dominican Republic or Antigua, but also somewhere closer to home, without leaving our country.

And indeed it is. Traveling through Russian cities can compete with many currently popular foreign resorts and tourist centers. And first of all, through familiarization with the rich Russian culture, which, unfortunately, is so little known to us. You can begin to discover the national heritage of Russia from any of its geographical locations. The starting point can be either the pearls of tourism already known in the world - royal St. Petersburg, or the mysterious snowy Altai, as well as modest, but no less remarkable places that have preserved their uniqueness to this day.
When calling Russia a country of contrasts, they mean the endless diversity inherent in it. This can also be applied to tourism within the country. In Russia, you can choose a holiday for every taste, no matter how demanding these same tastes may be: from the hot Black Sea coast with golden sandy beaches and comfortable hotels to extreme safaris along the routes of winter Karelia.

There are many directions of Russian tourism, and this becomes fundamental when choosing a holiday destination for Russians, and recently for foreign tourists. Here everyone can find something they like. Thus, active recreation in Russia is not inferior in its level to foreign offers, and in some ways even surpasses it. Rafting, safaris on snowmobiles and ATVs, jeep tours, kayaking, ski resorts, fishing on picturesque lakes - all this and much more will delight lovers of extreme pastimes.
As for cultural recreation, Russia also provides the widest range of opportunities. The abundance of attractions - architectural ensembles, museums, palaces, memorial complexes - will allow everyone to join the great and beautiful, lift the veil of the past and touch the present, immerse themselves in the atmosphere of Russian culture. Every Russian city keeps a page of our rich history, and therefore even the smallest, provincial town in Russia has invaluable significance.

Another plus to the benefits of holidaying in Russia is the limitless diversity and undeniable splendor of Russian nature. Glorified by the great Russian poets, the nature of Russia amazes with its unpredictability and picturesqueness. The sultry Caspian semi-deserts give way to endless steppe expanses and lush water meadows. Majestic mountains crowned with snow crowns rise on the plains, and quiet rivers turn into stormy mountain streams. Behind the forests, a mysterious taiga interspersed with sky-blue lakes opens up.

Russia is a huge country with enormous tourism potential, which is now being revealed in all its diversity. She is generous and hospitable, original and at the same time modern, majestic and at the same time elegant, simple, but with her own mystery that everyone can solve. You just have to take the first step towards it!

Russia has enormous potential both for the development of domestic tourism and for receiving foreign travelers. It has everything you need - a huge territory, a rich historical and cultural heritage, and in some regions - untouched, wild nature.

The territory of Russia extends from west to east for 10 thousand km and almost 3 thousand km from the northern Arctic latitudes to the southern subtropical ones. The diversity of landscapes allows for the development of many types of tourism. Russia has resorts on the southern Black and northern Baltic seas, which makes it suitable for beach holidays, treatment and wellness at sea. The Far North offers the chance to observe the northern lights and go on ethnic tours to the northern peoples, as well as participate in reindeer safaris across the tundra.

N The presence of mountains opens up opportunities for all types of mountain tourism (mountain climbing, speleotourism, hiking, rafting on “boiling” mountain rivers and ski tourism, mountain biking, hang gliding), as well as spa treatment in places where there are sources of mineral waters.

P The deep, wide and long rivers Volga, Yenisei, Lena are literally created for cruises, fishing, rafting, catamarans and boats. The seas of the north-west of the country are one of the destinations of cruise tourism. The numerous lakes are usually picturesque and clean. Moreover, the water in them is clean not only in appearance: in Karelia and Lake Baikal it is quite drinkable.

The forests of central Russia, the foothills of the Caucasus, the taiga of Siberia and the Far East are full of animals and birds, which attracts lovers of hunting tours. There are enough places in Russia with untouched, wild nature, which creates ideal conditions for conducting ecological tours. Unlike many European countries, when traveling across the expanses of Russia, a tourist may not meet people for a long time. In Siberia, for several hours driving along a highway laid right in the forest, you may not see a single car! But it is possible that you will be able to spot a brown bear among the trees a couple of times. In the Astrakhan region, during a transfer to a fishing spot in the Volga delta, the huntsman will show flamingos, pelicans and other rare birds. Horseback riding through a fairytale land.

TO In addition to natural and historical and cultural prerequisites, the development of inbound tourism is facilitated by some social factors. This is a high purchasing power of foreign currencies, ensuring freedom of movement in most of the country, including such promising tourist areas as the Far East, Sakhalin, the Kuril Islands, the Urals, the North of Russia, as well as Nizhny Novgorod and Samara, cities that were previously closed for foreign tourists.

IN outbound and domestic tourism in Russia is represented by a wide variety of its types. The most actively developing are environmental, sports, extreme, skiing, educational, business, medical and recreational, cruise, fishing and hunting, event and gastronomic types of tourism. Individual and children's and youth recreation is also popular.

Choice of Lysvenites of different ages

To conduct the survey, using materials from the website of the newspaper “Arguments and Facts”, I compiled a shortlist. It included 28 objects that, in my opinion, most clearly reflect the geographical specifics of our country.

Insert list of objects

While working on the project, I tried to involve residents of the city of Lysva, as potential tourists, in determining the tourist attractiveness of Russia, and in order to see an objective picture, I involved 3 age categories of people in the survey:

10-18 years

18-55 years old

55 years and older.

During the survey, students, their parents and older people had to mark the 5 most attractive tourist sites in Russia, in their opinion.

According to 11th grade students of Municipal Educational Institution Secondary School No. 6, the most attractive are:

Lake Baikal 55%

Geysers (Kamchatka) 50%

Mamayev Kurgan, Motherland (Volgograd) 45%

Red Square, Kremlin (Moscow) 40%

Lakes and waterfalls of Karelia 40%

Hermitage (St. Petersburg) 35%

Arbat (Moscow) 25%

Black Sea coast 30%

Kungur Ice Cave 30%

Bolshoi Theater (Moscow) 30%

According to parents of students of Municipal Educational Institution Secondary School No. 6, the most attractive are:

Hermitage (St. Petersburg) 55%

Peterhof (St. Petersburg) 50%

Lakes and waterfalls of Karelia 40%

City of Pushkin, Tsarskoe Selo (St. Petersburg) 35%

Geysers (Kamchatka) 35%

Solovetsky Monastery (Solovki) 25%

Red Square, Kremlin (Moscow) 20%

Ural gems (Ekaterinburg) 20%

Mamayev Kurgan, Motherland (Volgograd) 20%

Black Sea coast 20%

Mineral waters 20%

Lake Baikal 30%

Krasnaya Polyana (Krasnodar region) 25%

According to older Lysven residents, the most attractive may be:

Lake Baikal 70%

Hermitage (St. Petersburg) 60%

Peterhof (St. Petersburg) 55%

City of Pushkin, Tsarskoe Selo (St. Petersburg) 40%

Mamayev Kurgan, Motherland (Volgograd) 40%

Volga River 35%

Geysers (Kamchatka) 25%

Solovetsky Monastery (Solovki) 20%

Red Square, Kremlin (Moscow) 25%

Golden Ring of Russia (Suzdal) 25%

Kungur Ice Cave 35%

Lakes and waterfalls of Karelia 25%

Thus, as a result of the survey, respondents of different age categories made a choice in favor of

Lake Baikal

Hermitage (St. Petersburg)

Valley of Geysers (Kamchatka)

Red Square and the Kremlin (Moscow)

Mamayev Kurgan and Motherland (Volgograd)

lakes and waterfalls of Karelia.

Parents and older people consider the following attractive for tourists:

Peterhof (St. Petersburg)

City of Pushkin, Tsarskoe Selo (St. Petersburg)

Solovetsky Monastery (Solovki)

Golden Ring of Russia (Suzdal)

Students and seniors:

Kungur Ice Cave

Students and parents:

Black Sea coast

Based on this, I concluded that Russian tourist sites will be of interest to tourists from different countries of the world, of different age categories, and if due attention is paid to the development of the tourism business and the improvement of tourism infrastructure, this will help double Russia’s GDP.

Conclusion

While working on the project, I was able to study some interesting objects in Russia that could become a source of income for Russia. All my tasks have been completed:

I have identified 28 of the most attractive objects from the whole variety:

Conducted a study of the tourist attractiveness of Russia

Compiled a map “Tourist sites of Russia”

Released a brochure

Unique natural objects

Historical and cultural objects

Historical and architectural objects

In the course of my work, I systematized material about tourist sites in Russia and published a brochure. In my opinion, its materials may be of interest to teachers of geography, history, social studies, class teachers when preparing classes, teachers preparing children for intellectual games, and employees of travel companies.

I managed to interest students, their parents and older people in choosing the most attractive tourist sites and revealed their opinion on this issue.

I refuted the hypothesis that the opinions of people of different age categories will not coincide.

Tourism can be defined as “the temporary movement of people from their place of permanent residence to another country or locality within their country in their free time for the purpose of pleasure and recreation, health, guest, educational or professional and business purposes, but without engaging in paid work in visited place." Tourism is usually divided into domestic (national) and international.

The history of tourism goes back thousands of years. Today it is one of the largest spheres of human activity and a very profitable business, and travel has long become an urgent necessity for many people in different parts of the world.

In countries such as France, Spain, Switzerland, Italy and many others, tourism provides up to a quarter or more of all treasury revenues, while having a stimulating effect on many other sectors of the economy (transport, trade, agriculture, construction, communication, etc.).

Case studies

One of the first examples of the application of the principles of place marketing and geo-branding in practice is considered to be the campaign to create the tourist attractiveness of Puerto Rico for tourists from the United States in the 1950s. The campaign aimed to change the perception of this former pirate island as a place controlled by gangs and street criminals. The campaign was based on the promotion of the island's wonderful beaches, Spanish colonial architecture, and classic American cars. The results of the campaign were considered successful: Puerto Rico became one of the favorite holiday destinations for American tourists.

Some experts, when studying place marketing and geo-branding in the tourism industry, use a special term - “marketing and branding of destinations.”

In recent years, tourism as a promising sector of the economy has been discussed at all levels of Russian government.

Of great importance for the successful development of the tourism industry in a particular country is its attractive tourist image, so many states are purposefully engaged in its formation (for example, Spain, the Netherlands, France, etc.). Our country is no exception. One of the goals of the State Program of the Russian Federation “Development of Culture and Tourism for 2013-2020” approved by Decree of the Government of the Russian Federation dated April 15, 2014 No. 317. - “strengthening the international image of Russia as a country with a high level of culture and favorable for tourism.”

Russia's modern tourism image is largely influenced by its Soviet past. Unfortunately, there are still certain negative stereotypes in the mass consciousness, such as, for example, the image of Russia as an unsafe country. In addition, most foreigners do not have adequate and reliable information about the rich tourism potential of our country and its individual regions. At the same time, until recently, foreign tourists were offered a fairly limited number of full-fledged routes in our country, the main of which were Moscow, St. Petersburg, and the Golden Ring.

Today, the development and implementation of new branded tourist routes in Russia has begun in full swing, for example, “The Great Volga Route”, “Silver Necklace of Russia”, “Red Route”, “Russian Estates”, “The Great Tea Route” and some others.

It is also important to note that in recent years, in order to improve the image of Russia in the countries that form the main tourist flows, various image projects have begun to be carried out (publishing project Just Russia, TV channel Russia Today etc.), which represent our country as a comfortable, interesting and fashionable tourist destination.

The project of the National Tourism Marketing Center deserves special attention Visit Russia, associated with the opening of tourist offices of the same name abroad, which was discussed in paragraph 3.4.

Not so long ago, the promotion of Russia as a tourist destination began in foreign social networks, in particular in Chinese - Weibo, WeChat.(Over the past few years, China has been one of the undisputed leaders of the inbound tourism market in Russia. For example, in 2015, every fifth foreign tourist in our country was a Chinese citizen.)

Such efforts did not go unnoticed. According to the company GfK, who developed the “Index of National Brands Anholt-GfK", the attractiveness of Russia as a tourist destination is increasing: in 2016, our country took 23rd place in the ranking (for comparison: in 2015 - 26th place). In 2015, according to the World Economic Forum, Russia immediately rose by 18 points and took 45th place. A total of 141 states participated in the rating. That same year, according to the World Tourism Organization, Russia entered the top ten most visited countries in the world. Based on the results of a prestigious global competition from the tourism industry World Travel Awards in 2016, St. Petersburg was recognized as the best tourist destination in Europe, and the Crimean Mriya Resort & Spa-"Best resort complex" in Europe.

It is also important to emphasize that, despite the high indicator of tourism potential, Russia earns many times less from tourism than most developed countries of the world. The share of tourism in our country's GDP is only 1.6%.

Currently, the Federal Target Program “Development of Domestic and Inbound Tourism in the Russian Federation (2011-2018)”, approved by Decree of the Government of the Russian Federation dated 08/02/2011 No. 644, is in force, implying intensive growth and development of various types of tourism in Russia. According to this program, tourism clusters should be created in different regions of our country, where all the necessary infrastructure will be developed and where huge amounts of money will be invested.

A tourism cluster is an association of various and interconnected organizations located in the same territory and engaged in activities in the field of tourism and recreation. The goal of creating a tourism cluster is to increase the competitiveness of the territory in the domestic and foreign tourism markets.

In recent years, our country has found itself under sanctions and a difficult economic and political situation. The cessation of air traffic with Egypt and the ban on the sale of tours to Turkey, the weakening of the ruble, the inability of government officials and intelligence officers to travel abroad, as well as security problems abroad have led to a decline in outbound tourism. All this gave a powerful incentive for the development of domestic tourism.

When discussing the tourism potential of Russian regions, we note that the wealth of natural resources and a large number of cultural and historical sites do not automatically form the tourist attractiveness of a particular territory if it is not considered as a special product with consumer value. Successful promotion of such a tourism product should be based on a certain positioning that determines the region’s place among other tourist destinations.

Case studies

For example, St. Petersburg is positioned as the cultural capital of Russia, Kazan - as the third capital.

If we turn to the experience of the United States, here in almost every state every place has its own tourist positioning (Tennessee is the birthplace of country music, Texas is the land of cowboys, Georgia is the heart of the American South, etc.).

Turning to the experience of the Soviet Union, in which such terms as, for example, “positioning” and “brands” were not yet used, the entire population of the country knew that:

• for a sea holiday you need to go to the Black Sea coast of the Caucasus or to the Crimea. With small children - to Anapa or Evpatoria;
• if there are no vouchers to the Black Sea, then to the Azov Sea, to Yeisk;
• the intelligentsia prefers the Baltics;
• for treatment you need to go to the sanatorium of the Caucasian Mineral Waters;
• for lovers of excursions and cultural and historical values ​​- Moscow, Leningrad, the cities of the Golden Ring, Pskov and Novgorod;
• for military-patriotic education - Volgograd with its Mamayev Kurgan.

It is obvious that each tourist region of modern Russia needs to create its own tourism brand.

Destination brand strategy is formed from answers to the following key questions:

• What is the region’s place in the market of tourist destinations today?
• How will the region be known outside its borders?
• What will be the relationship between the region's brand and its target audiences?
• How will the destination brand be represented verbally and visually?
• How will the brand be promoted?
• How will the destination brand remain relevant to target audiences?

Considering the rich variety of tourism resources in Russia, experts note that in our country today it is possible to develop almost all types of tourism (cultural, educational, business, active, recreational, ecological, rural tourism, sea and river cruises, etc.).

Let us take a closer look at such a promising type of tourism as rural tourism, which has become actively supported in Russia in recent years. This is a type of tourism that involves the temporary stay of tourists in rural areas for the purpose of recreation and their accommodation in rural and farm houses.

According to the World Tourism Organization (UNWTO), rural tourism is one of the five most promising segments of the global tourism market, along with eco-tourism, cultural and educational, thematic and cruise types of tourism.

Its competitive advantages are: a homely atmosphere for tourists on vacation, personal attention to guests from the owners of rural houses, a relatively low price of accommodation, natural food, clean air.

Today, many countries are actively developing rural tourism. In Europe since the 1970s. A whole infrastructure of rural tourism has developed, which employs not only those rural residents who directly receive tourists, but also those who provide them with various services (excursions, entertainment, trips, rental of sports equipment, meals, etc.). Among the leading countries in terms of development of rural tourism among European countries are Italy, France, Germany, and Ireland.

A number of regions of Russia also already have practical experience in organizing rural tourism (Kaliningrad region, Karelia, Novgorod region, Yaroslavl region, Moscow and Leningrad regions, etc.).

Today, agriculture in Russia is going through hard times. Rural areas experience high unemployment and poor infrastructure. The development of rural tourism in Russia could become a source of developing the necessary investments and increasing the income of the population. It can also help improve the appearance of villages and establish constructive interaction between local residents and local authorities.

In 2004, within the framework of the Russian-German project “Promotion of regional economy in the Yaroslavl region”, a practical guide “Guide to territorial development issues” was developed (module “Rural hospitality. Recommendations for organization and work”). The project experts proposed an algorithm for creating a tourism product “Rural Hospitality”, presented in Fig. 4.1.

Drawing up your own marketing concept is carried out in five stages:

• 1) conducting a situational analysis;
• 2) setting goals for the guest house;
• 3) determining one’s own position;
• 4) use of the marketing mix (product, place, price, promotion);
• 5) implementation and control.

Foreign experience in the development of rural tourism shows that holidays in rural areas can be a high quality product, despite the fact that it is created by non-professionals of the tourism business.

Today, various forms of cooperation in the field of rural tourism have already appeared in our country: among them, for example, the Unified All-Russian Network of Agrotourism (rural tourism), the National Association of Rural Tourism Organizations, the Association of the Most Beautiful Villages of Russia, etc.

Another important factor that can form a territory’s competitive advantage and its tourist attractiveness is gastronomy. It seems fair to say that even if gastronomy does not act as the main motivating factor for travel, it, as a rule, still influences the overall assessment of the quality of the trip by tourists.

Rice. 4.1.

Russian researchers V. E. Gordin and Yu. G. Trabskaya correctly note that “gastronomy is not just a collection of products and dishes, but a reflection of economic, social, religious, cultural characteristics.”

"benefits of the territory." Gastronomy is part of the intangible cultural heritage along with myths, anecdotes, fairy tales, and literature. Some cuisines are included in the list of intangible cultural heritage of the United Nations Educational, Scientific and Cultural Organization (UNESCO), for example French, Mexican, Japanese.

In addition, the development of the gastronomy component in geobranding helps to support and attract investment in various sectors of the local economy: agriculture, food production, hotel and restaurant business in the region.

To promote gastronomic brands, the practice of organizing gastronomic events is widely used.

Case studies

Examples of gastronomic events abroad: Beer festival "Oktoberfest" (Munich, Germany), Oyster Festival (Galway, Ireland), Plum and Plum Brandy Festival (Troyan, Bulgaria), Pepper Festival (Esplet , France).

Examples of gastronomic events in Russia: World Dumpling Day (Izhevsk, Udmurtia), Porridge Festival (Kashin, Tver Region), Russian Jellied Festival (Moscow Region).

In table 4.3 shows the classification of gastronomic brands.

Table 4.3

Classification of gastronomic brands 2

Case studies

Since the 2000s In Spain, the project “Promotion of Spanish gastronomic culture and high-quality tourism” is being implemented under the slogan “Spain - gastronomic advantage”. Local restaurants and chefs are supported as forward promoters of the destination; a gastronomic development program has been developed.

skogo tourism. Individual Spanish regions are promoting their geobrands (“Bilbao, the gastronomic capital of the Basque Country”, “Cuisine is geography, history and culture” (Catalonia)).

Note that branding of a tourist destination places the highest demands on visualization. As P. E. Rodkin rightly notes, “the most frequent and repeated visual elements in tourism brands are:

• sun (Spain, Greece, Malta, Cyprus, Bulgaria, Brazil);
• sea, water (Greece, Cyprus, Malta, Brazil);
• plants (Ireland, Scotland, Holland, Turkey, Romania, Colombia, Sri Lanka, Malaysia, Bulgaria, Newfoundland and Labrador, Belarus);
• animals (Maldives, Australia)".

At the time of writing this textbook, Russia as a tourist destination does not have an officially assigned corresponding brand (visual identification system). Moreover, out of 195 modern countries in the world, 146 countries have their own tourism brands.

In recent years, the need to create a unified, memorable image of our country to increase its tourist attractiveness in the global and domestic markets for tourism services has been recognized at a high government level.

In 2015, Rostourism, with the support of the Ministry of Culture of the Russian Federation and the Association of Branding Companies of Russia, initiated the “Russian Tourism Brand” project. Currently, work on this project continues. Russia's tourism brand is created collectively. The general public takes part in the announced competition, but the main role in this process is given to professionals. The announcement of the project results was scheduled for 2017.

The Russian tourism brand created within the framework of the project will be used to promote domestic tourism services, both in Russia and abroad, including outdoor advertising, souvenirs, printing, photo and video products. The use of the Russian tourism brand will have to actively attract tourists on vacation to Russian regions.

• Mozhaeva II. G., Rybachek G.V. Organization of the tourism industry and geography of tourism. M.: Forum; SIC IIFRA-M, 2014. P. 8.
• Namely, according to the rating of the competitiveness of countries in the field of travel and tourism (The Travel and Tourism Competitiveness Report), which is compiled every two years.
• Rodkin P. E. Brand identification of territories. Territorial branding: a new pragmatic identity. P. 89.

The attractiveness of tourism in Switzerland

Section 1. Tourism as a field of activity

1.1 Tourist potential of the territory

1.2 Methods for assessing tourism potential

1.3 Features of marketing activities in tourism

4 Efficiency of tourism activities

Section 2. Natural and climatic potential of Switzerland

1 Physiographic location and natural and climatic resources of Switzerland

2 Regional infrastructure

3 Historical background for the development of tourism in Switzerland

1 Geneva - the small metropolis of the world

2 Zurich is the commercial and economic center of Switzerland. Fraumünster Church

3 Lucerne - the pearl of the German part of Switzerland

4 Basel as a cosmopolitan city

5 Alps as a ski and tourist resort

Conclusion

Introduction

At the beginning of the work, issues related to the peculiarities of marketing activities in tourism were discussed, the approaches of various authors to the concept and characteristics of the tourist potential of territories were considered, and methods for assessing the recreational potential of an area were analyzed. The work reveals the concepts of tourism exports and imports, indicators of the effectiveness of tourism activities.

In the next chapter, we examined the features of the physical-geographical position and natural-climatic potential of Switzerland. Historical information is provided on the peculiarities of the formation and formation of the tourist attractiveness of Switzerland, the division of the territory into regions and the characteristics of each of the cantons.

In the final part of the work, the attractiveness of Switzerland for the development of the tourism industry and attracting tourists was described in detail. The most interesting tourist centers of the country are characterized. The features of the Alpine complex as an area of ​​world-famous ski resorts, unique health resorts, and huge golf courses are given.

Switzerland is known around the world for its watches, cheeses and chocolate, but it turns out that it is also a very hospitable country with its own unique history and attractions. Here, pristine nature, snow-capped mountain peaks and lakes with crystal clear water coexist with the most developed cities of Europe - a trip to Switzerland gives a huge number of bright and colorful impressions.

Introduction

The development of tourism at the present stage requires knowledge about recreational resources. The features of modern Switzerland are described in the literature, but all the material needs to be systematized. Therefore, in this work, material about tourist Switzerland is systematized and analyzed.

The development of the tourism industry was facilitated by the growth of incomes of the population and social guarantees from the state. However, the tourism industry is seasonal, which entails uneven demand, both for the services themselves and for labor.

Tourism in Switzerland has its own distinctive characteristics and historical roots. Due to its geographical location and personality, it is a favorite holiday destination for many travelers.

Tourism in Switzerland flourishes in both winter and summer, which attracts tourists from all over the world. Almost all types of tourism, including business, are developed in Switzerland. It is here that all kinds of congresses, assemblies and conferences take place. Tourism is the most promising sector of the modern economy, constantly developing.

Through travel, cultural and personal development occurs. Taken together, all this creates the preconditions for the importance and versatility of tourism development. There are rather meager and scattered ideas about the recreational complexes of Switzerland, which determines the relevance of this study at the present stage.

The object of the study is the tourism industry of Switzerland, and the subject is the attractiveness of Switzerland for tourism at the present stage.

The purpose of the study is the tourist attractiveness of Switzerland and the analysis of the recreational opportunities of this tourist center.

The works of such famous foreign and domestic scientists as: V.I. are devoted to the problems of analyzing the recreational opportunities of Switzerland. Azar, I.T. Balabanova, B.I. Vykhristenko, I.P. Gavrylishin, B.I. Gerasimenko, L.S. Grinev, P.V. Gudz, A. Karpova, G.V. Kazachkovskaya, V.D. Kalityuk, V.A. Kvartalnov, V.S. Portnykh, A.A. Mazaraki, V.K. Mamutov, G.A. Papiryan, S.I. Popovich, T.I. Tkachenko, J. Walker, V.I. Chubuk, Yu.N. Shoemaker et al.

Section 1. Tourism as a field of activity

1 Tourist potential of the territory

The development of tourism infrastructure and its formation as a sector of the economy requires an assessment of the tourism potential of certain territories and countries. The concept of recreation in scientific circles is an environment of rest and service.

Tourist resources are natural, socio-cultural, historical sites that meet the needs of tourists. Recreational resources are part of the recreational potential. The recreational potential of the territory consists of a complex of natural, socio-economic, cultural and historical principles for organizing recreational activities.

Tourist and recreational resources are a set of natural and man-made objects that revive motivation and interest in travel. Tourist and recreational resources consist of: 1. Natural and climatic resources (bioclimate, landscape and unusual natural resources); 2. Historical and cultural resources (monuments, scientific complexes, cultural, entertainment, and entertainment institutions); 3. Labor resources; 4. General infrastructure.

Tourist potential is all areas of life and parts of nature that influence the development of tourism (production, production science, environmental science, culture and education, healthcare, political, social, economic situation).

There are three types of assessment of natural resources: medical-biological, psychological-aesthetic and technological. Methods for assessing tourism potential based on the results obtained are divided into quantitative (for economic calculations), qualitative (for comparative purposes and attracting investments) and mixed.

Assessments are divided into component (give an idea of ​​the tourism potential of dependence on a tourism resource, i.e. climate, forest) and comprehensive (assessing the potential of the entire tourist area).

Tourism influences the formation of the gross national regional product, the budget of the state and territory, the reduction of unemployment, etc.

The integral assessment of tourism potential deserves attention; it uses different types of assessments depending on the type of resource. The issues of assessing tourism potential are complex and ambiguous (it is difficult to assess the attractiveness of the landscape, historical and cultural heritage, significance and resources, etc.).

A.I. Zyryanov and A.A. Safaryan, the authors of the article “Recreation and tourism as stages of territory development” identify two stages in the development of tourism: recreational and tourist. The same territory serves as a place for tourists and a place of recreation for local residents. The difference between these terms is characterized by the degree of remoteness of vacationers from a specific place.

Summarizing the available information, we can say that the concept of “recreation” is widely used only in scientific circles and does not have a clear distinction from related concepts, but traditionally the term “recreation” is understood as the sphere of recreation and the service of nearby places in a certain context in relation to to specific territories.

A tourist resource is a place used for tourism, and potential is an assessment of the same resources of a place.

The nature of the territory for tourism development depends on the degree of development of tourist and recreational services in this territory.

As a result of industry planning, decisions are made aimed at developing tourism and solving the resulting problems. The development of economic sectors, transport, communications, construction, trade, etc. is supported. The overall economic efficiency of tourism is assessed on the basis of statistical data and measured as a percentage.

Assessing the effectiveness of the tourism industry makes it possible to assess the contribution of tourism to the overall economic efficiency of the region. It is possible to regulate the development of the tourism industry by changing influencing factors.

Thus, one of the conditions for placing tourist places is the balance of resources and needs in recreational areas. It is necessary to classify as recreational territories the use of which is regular, but should not include territories whose use for recreational purposes is temporary and this does not interfere with their traditional use.

Tourist resources are divided into groups with different components: 1) natural objects 2) artificially created (infrastructural) objects.

V.G. Prudskikh’s classification focuses on satisfying the motives of travelers; tourist resources can be presented as follows:

main resources - those for which the traveler visited the area;

additional (providing) resources - those that perform a supporting function.

We find an interesting point of view from I.V. Zorina and V.A. Kvartalnov, who believe that recreational resources are part of tourism resources, representing natural and anthropogenic geosystems, bodies and natural phenomena, artifacts that have comfortable properties and consumer value for recreational activities and can be used to organize recreation and health improvement for a certain contingent of people in fixed time using existing technology and available material capabilities. Scientists propose the following division of tourism resources:

1.axiological (from the Greek “axia” - “value”) type factor;

2.natural;

.health;

.mountain.

D.S. Ushakov considers the tourist potential of the territory as a combination of the following components:

tourism resources of the territory (their total volume, quality, level of modern use and prospects for their involvement in the process of tourism production in the future);

factors of tourism production of the territory (own and attracted), including capital, labor resources of tourism, as well as means of production of the tourism product (infrastructure of the tourism industry).

M. Clawson divides tourism resources depending on the specifics of the place:

1)consumer-oriented: golf, tennis, visiting zoos (theme parks);

2)resource-oriented: excursions, safaris, mountaineering, expeditions (unique historical sites, national parks;

3)intermediate: yachting, surfing, hiking, field sports (wastelands).

In the case of a consumer-oriented resource, everything that is of interest is close, without the problem of movement, then in the second case, the object is unique and, most likely, it is necessary to overcome the distance to get to it. Intermediate ones are the best tourist resources located within an accessible distance.

Tourist potential should be understood, in addition to tourism resources, as all areas of life and components of nature that can affect the development of tourism, i.e. this is production, environmental science, production science, culture and education, healthcare, social, political, economic situation.

2 Methods for assessing tourism potential

There is no general method for assessing the tourism potential of a region or country in the scientific literature. Due to the diversity of tourist sites, resources and types of tourism. Soviet scientists paid attention to natural components, and Western scientists are studying the attractiveness of objects for tourists.

Based on the results obtained, assessment methods are divided into quantitative, qualitative and mixed. Quantitative assessment is used for economic calculations, while qualitative assessment is more acceptable for comparative purposes and attracting investment.

Assessments are differentiated into component and complex. Component assessments give an idea of ​​the tourism potential of a place depending on one type of tourism resource (climate, forest, water basins, etc.). A comprehensive assessment is carried out for more global purposes (assessing the potential of an entire tourist area or country), and all components affecting the tourism sector, from natural to social and informational, are calculated.

Assessing one or more components does not provide a complete picture of the tourism potential of a particular place; complex landscape studies are appearing in recreational geography. A.G. Isachenko attached importance to the study of landscapes from the point of view of recreational geography, because Many tasks of landscape science from these positions come down to the study of the recreational potential of geosystems and the impact of recreational loads on them. When assessing natural conditions for recreational purposes, environmental diversity is a very important factor. Therefore, it is necessary to evaluate not individual components of the landscape, but in combination with other components of the landscape as a whole.

Methodology for assessing natural conditions in the aspect of recreation and tourism. In particular, the favorability of each factor within a specific area was assessed in points and, depending on the sum of these points, the value of the entire natural area was determined. The higher the score, the more successful the allocation for recreation was considered. As a result, the sections were divided into five categories: the most favorable, favorable, relatively favorable, less favorable, and unfavorable for the organization of large recreational areas. At the same time, the dependence of types of tourism on different seasons was taken into account.

To assess “planned household” tourism (for the purposes of sports tourism it should be different). During the assessment, climate was considered the main factor and optimal average daily temperatures for the summer and winter periods were identified. Adverse factors were strictly assessed. If there was at least one unfavorable factor in a given territory, it could not qualify for a good rating.

A “Program for characterizing natural components and landscapes when designing recreational complexes” has been developed. The influence of weather conditions on vacationers has been studied. Weather conditions were assessed under which a person would feel comfortable, taking into account humidity, solar radiation and wind. The following types of weather conditions are identified: comfortable; cool subcomfortable; hot subcomfortable; uncomfortable. Weather conditions were taken into account only for the flying season. The authors consider all classes of weather to be most favorable for human health when there is a lot of sun during the day, emphasizing the specificity of assessing the climate of mountainous areas. When assessing natural recreational resources, it is essential to give them a psychological and aesthetic assessment, since beauty in any of its manifestations ennobles and educates a person. A territory that has great aesthetic value, with other properties being equal, is in high demand among recreationists.

Tourism studies are devoted to the study of lake coasts, highlighting that the fundamental factor in carrying out recreational assessment work is a landscape map, on the basis of which applied landscape maps of the use of territories are created.

In the last decade, research has been intensively carried out in the field of development of methods for assessing tourism potential, new ones are being created and improved ones are being developed based on existing ones.

One of the new methods is the method of E.A. Dzhandzhugazova. The need for effective resource management is noted, the development and application of the following parameters: quantitative assessment of resources; assessment of the potential structure, the degree of use of private potentials; assessing the possibilities of using resources; systematic accounting of the state of tourist and recreational resources and determination of their importance for the development of tourism in the region. This can be realized in the case of the existence of tourist and recreational cadastres.

The economic integral method for assessing the total tourism potential indicates the need in the assessment process to distinguish between such concepts as the total volume of resources of tourism potential; the magnitude of tourism potential; indicator of the realization of tourism potential.

The total volume reflects the maximum possible volume of tourist resources available to the territory at a given time, expressed in single units. The quantitative indicator of tourism resources refers to the extensive factors of increasing tourism potential. The productivity of tourism resources, as a defining quality characteristic, is one of the intensive factors. And the factors that help increase the quantity and develop the quality parameters of tourist resources refer to the conditions that ensure the reproduction of the tourist potential of the territory. The role of internal factors is that, given the amount of tourist resources and their quality, they allow increasing the tourist potential of the territory.

The magnitude of tourism potential represents the maximum possible volume of production and sale of tourism services given the quantity and quality of available tourism resources in conditions that ensure their fullest use in terms of time and productivity. This indicator characterizes the maximum possible return on tourism potential. The indicator of realization of tourism potential reflects the achieved level of its use and characterizes the actual return of tourism resources.

An integral assessment of the tourism potential of any object or territory is conventional, since it inevitably includes qualitative indicators and allows for a meaningful interpretation only in comparison with the assessment of the potential of another object.

There is an algorithm for assessing the complex recreational potential of the territory, its components, intersection, and mutual influence on each other. At the first stage, the final goal of assessing the territory is formed (the degree of recreational attractiveness of individual areas and settlements). Next, based on informal considerations and a substantive analysis of the problem, a list of characteristics (not necessarily quantitative) is established that determine the value of the required estimates. But since the significance of various factors in the formation of the desired assessment may be different, the factors are ordered in accordance with the ideas of the subject of assessment about the relative importance of the factors for the final result.

Based on the specific conditions of the territory and their content analysis, as well as the required accuracy and capabilities of the subject of assessment, the territory is divided into operational territorial units (OTU). For each of the selected factors, the set of OTUs is ordered (ranked) in accordance with the degree of possession of the properties described by this factor.

The results obtained are transferred to single-scale maps, which makes it possible to study the features of territorial differentiation of each component of the recreational resource separately. The overall integral recreational potential is determined by the method of superimposing component maps on one another.

In particular, we can distinguish the following layers, each of which is practically an independent map in itself: natural-climatic, architectural-historical,

technogenic-ecological, sports-recreational, religious-pilgrimage.

Despite the large number of works related to the study of the tourism potential of a territory, today there is no generally accepted method for assessing the tourism potential of a region or country. This is explained both by the variety of tourist sites and resources, and by the variety of types of tourism.

In this regard, it is necessary to point out the large role of economic assessments, which focus not so much on the attractiveness of a place, but on its ability to receive tourists, as well as other economic factors associated with tourism.

An equally significant factor influencing tourist evaluation is the experience of a tourist region. The subjectivity of the assessment of tourists was noted above, however, with the influx of tourists repeating from year to year, we can talk about objectivity. Even if a region or place is not a traditional tourist destination, it should be seen as an attractive object at least by the local population.

Summarizing the above, we note the great role of assessing tourism potential using geographical methods, for the reliability of which it is necessary to use the experience and practice of tourism activities of a particular place.

1.3 Features of marketing activities in tourism

As previously stated, the product of production in the tourism sector is the planning and development of tourism goods and services, sales, promotion, and stimulation of demand.

The marketing feature of the product is that the services provided in tourism are of a specific nature and combine social, educational, cognitive and economic aspects. Tourist services are accompanied by additional ones, such as creating conditions for stay, catering, leisure, transportation services, incl. transfer, etc..

Tourist services are functional in nature. They can only be assessed after submission. The process of providing services involves the participation of many people and their quality may vary depending on who provides the services. The main factors that influence the decision to purchase a tourism service are the image of a country or region, attractiveness, price factor, availability of attractions and level of service.

Marketing in the resort business is based on the basic principle of marketing - focusing the final results of production on the real requirements and wishes of consumers.

The concept of marketing activities in the resort business is built on identifying needs and recognizing the need to adapt production and sales to these needs better and more efficiently than competitors do. Therefore, the tourism industry coordinates its activities, both current and future, with the expectation of ensuring consumer satisfaction, making a profit precisely through the creation and maintenance of consumer satisfaction.

Tourist services have distinctive features: inability to store; intangibility of services; subject to seasonal fluctuations; significant static character, attachment to a specific place (camp site, airport, since they cannot be moved to another place); discrepancy in time between the fact of sale of a travel service and its consumption; territorial disunity of consumer and producer in the tourism market; the buyer overcomes the distance separating him from the product and the place of consumption, and not vice versa.

Producers and consumers of tourism services have their own characteristics. The demand for travel services is elastic depending on the market situation, income, level of education, advertising, and price. The characteristics of travel service providers are complementarity and interaction with each other.

The concept of tourism business marketing is a focus on the needs of the population in the field of tourism, supported by comprehensive marketing efforts aimed at creating certain conditions to ensure them.

All marketing activities of the tourism system are aimed at:

1)improving the quality and reliability of tourism services provided to consumers in order to successfully promote them in sales markets;

2)increasing competitive ability based on the consistent implementation of the theory of service marketing into practice;

)safe stay for the client.

The purpose of marketing activities is to increase the level of income from core activities and increase sales volumes through commercial activities.

The main functions and subfunctions of modern tourism marketing are:

1)analytical (study of services, consumers and markets for these services in the form of vouchers, etc.);

2)production (development and provision of new types of tourism services, quality management and competitiveness of these services, etc.);

)sales (organizing the movement of vouchers, creating demand and stimulating, etc.);

)management and control (organization of strategic and operational planning, information support for marketing management, organization of marketing control, etc.).

Based on the results of marketing research, certain activities are developed and implemented, including: organization of additional types of services, for example, transfer; improvement of entertainment infrastructure; development and strengthening of the entertainment base; bringing the number of rooms to a high level, determined by international standards; improving the quality and conditions of nutrition by introducing a differentiated approach to the nutrition process depending on the needs and desires of consumers; introduction of modern progressive forms of booking and sales of services; strengthening work with corporate clients and intermediaries who provide the opportunity to sell vouchers and work all year round; formation of new and expansion of existing distribution and sales channels.

The characteristics of tourism service providers include such distinctive properties as complementarity and interaction with each other. Manufacturers in tourism are a significant number of independent and tour enterprises (tour operator, travel agency, hotel, restaurant, travel agency) with various purposes.

The functions of national organizations and regional levels include:

conducting marketing research at the national level;

legal and investment support for the development of tourism infrastructure;

consulting services on the implementation of the marketing concept;

assistance in conducting public relations and advertising events (exhibitions and fairs, prospectuses);

creating a positive image of the country, promoting the country as an attractive tourist destination for foreign tourists.

The priority areas of tourism are environmental, medical, pilgrimage, recreation on rivers and lakes, as well as winter types of tourism

Tourism marketing tactics are aimed at identifying additional goals regarding the implementation of the chosen strategy, determining the funds, costs, and budget necessary to achieve marketing goals, forming specific programs, and determining a control mechanism based on the results of marketing activities.

The strategy for promoting tourism services is based on strengthening advertising and marketing activities, the main goal of which is to increase customer demand for services.

1.4 Efficiency of tourism activities

A tourism service is an action of a certain value, expressed in a beneficial effect that satisfies a need. A tour is a set of services combined for the purpose of travel and provided on a specific route for a certain period of time.

The tourism product includes: tours combined by purpose (educational, recreational, etc.); tourist and excursion services of various types (accommodation, meals, transport services, etc.); tourist and souvenir goods (maps, postcards, souvenirs, etc.).

Tourism can be imported into and exported from a country. Tourist export is the export of tourist experiences from a country, accompanied by the import of money by tourists into that country. Tourist import is the import of tourist experiences into a country and the export of money by tourists from this country.

Tourism economics is a system of relations that arise in tourism in the process of production, distribution, exchange and consumption of the results of tourism activities.

Analyzing new organizational forms of integration of the service sector and production, it should be noted that it is advisable to consider tourism as an economic and recreational complex of a cluster type. As a new structure, it forms the regulatory framework for internal relations (prices, quotas, supply systems, etc.), establishes management accounting, creates reserve funds, that is, masters mobile and operational technology for the effective operation of the cluster.

In the aspect of evolutionary transformations, a new approach to attracting clients is theoretically justified, built on managing the range of services and on flexible service options (different durations, forms of payment, differentiation of service conditions).

Potential tourism opportunities based on innovative thinking and entrepreneurship, focused primarily on promoting services to the market

The formation and development of tourism as an industry is characterized by a system of certain economic indicators that reflect the quantitative volume of sales of tourism services and their qualitative side.

The system of tourism development indicators for the region (country) includes:

volume of tourist flow;

average tourist expenditure per day;

condition and development of the material and technical base;

indicators of financial and economic activity of a tourism company;

indicators of international tourism development.

Indicators of the financial and economic activities of a travel agency include: the volume of sales of tourism services or revenue from the sale of tourism services; indicators of labor use (labor productivity, level of labor costs, etc.); indicators of the use of production assets (capital productivity, working capital turnover); cost of tourism services; profit; profitability; financial indicators (solvency, liquidity, financial stability, currency self-sufficiency, etc.).

Separately, indicators characterizing the state and development of international tourism are highlighted:

number of tourist days for foreign tourists;

total monetary expenses incurred by tourists during their trips abroad.

These indicators have an impact on the region in which the tourism industry is developing. Tourism affects the economy and development of the region, stimulating the influx of foreign currency into the country, creating new jobs, improving infrastructure, etc.

Tourism as a trade in services is called an invisible export, making a corresponding contribution to the country's balance of payments. A positive phenomenon is the fact that the amount of currency imported by tourists exceeds the amount of currency exported.

The disadvantages of tourism development are manifested in the fact that tourism affects the rise in prices for local goods and services, land and other natural resources and real estate; promotes the outflow of money abroad during tourist imports; causes environmental and social problems; may harm the development of other industries.

Section 2. Natural and climatic potential of Switzerland

2.1 Physiographical location and natural and climatic resources of Switzerland

Switzerland (English Switzerland, German Schweiz, French Suisse, Italian Svizzera) is a small state in Europe. Area - 41.3 thousand square meters. km., and the population is slightly more than 6.99 million people (60% urban population). The capital is the city of Bern. The Swiss Confederation is located practically in the center of Foreign Europe, at the crossroads of the main transport routes. This fact plays an important role in the political, economic and cultural development of the country throughout its historical path. Three quarters of Switzerland's borders (with France, Austria and Italy) run along the high mountain ranges of the Jura and the Alps, and only the border with Germany and Liechtenstein runs through the lowlands - the Rhine Valley. The north of the country is a hilly plateau, and this is where the large industrial center of Zurich is located. The central part of Switzerland on the eastern and southern sides is filled with mountains, gorges, cliffs, cliffs, glaciers and eternal snow. The shores of Lake Geneva, the Valais valley, and the Rhone River region are an area of ​​gardens, beautiful vineyards and fields. Geneva is located on the border where the Rhone leaves France for Switzerland. The concept of Switzerland and mountains are closely related to each other. Near 2/3area of ​​the country is mountainous. Almost all of the highest mountain ranges in Foreign Europe are located here.

The terrain of Switzerland is mostly mountainous. The mountains in Switzerland are intensively used for recreational purposes.

There are three natural areas in Switzerland that differ in geological structure and topography. In the north-west of the country there is the Jura mountain range, which separates Switzerland and France, and the Swiss plateau, a plateau in the center and south-east of the Alps.

Figure 1 - Map of Switzerland

The Jura Mountains stretch from Geneva to Basel and Schaffhausen; here the alternation of mountain folds with a predominance of limestone is very clearly visible. Cluses are folds cut by small rivers that form valleys with steep slopes. Agriculture flourishes only in the valleys; the gentle slopes of the mountains are used as pastures and are covered with forests.

The Swiss plateau was formed at the site of a trough between the Jura and the Alps, which was filled with loose glacial sediments in the Pleistocene and is currently cut by numerous rivers. The surface of the plateau is hilly, agriculture is developed in the wide valleys, and the interfluves are covered with forests. Most of the country's population is concentrated here, large cities and industrial centers are located. The most fertile agricultural lands and pastures are concentrated in this area.

In the south of the country there are the high mountain ranges of the Alps, which run from southwest to northeast from the Mont Blanc massif to the Ortles massif. This mountain system is divided into a pre-alpine zone, an axial zone where the ridges of the Bernese Alps exceed an altitude of 4000 m (Finsteraarhorn), and a sub-alpine zone. The height of the largest mountain peak in the Alps - Peak Dufour - is more than four and a half thousand meters (4634 m), in the Monte Rosa massif on the border with Italy - Dom (4545 m), Weisshorn (4505 m), Matterhorn (4477 m), Gran -Komben (4314 m), Finsterarhorn (4274 m) and Jungfrau (4158 m).

The highest part of the Alps is composed of crystalline rocks (granites, gneisses) and limestones. High mountain areas are covered with eternal snow and glaciers. The largest of these glaciers and one of the largest in Europe is the Aletsch Glacier. It stretches for 27 km, covering an area of ​​115 square meters. km.

The Alps serve as the main source of income, since the picturesque nature of the highlands attracts many tourists and climbers

The territory of Switzerland is characterized by very strong differences in climatic conditions. This is due to the complex nature of the terrain, as well as exposure to the sun and winds. The climate is humid, on the plateau - moderately warm, in the mountains - cold.

In the Alps, the average winter temperature ranges from -10 to -12 degrees, but the weather is almost always sunny. That is why tuberculosis patients have long flocked to Davos, Montana, Sacct-Moritz, Zermatt and other mountainous places in the hope of a cure. These small towns, while maintaining their importance as climatic resorts, are increasingly becoming centers of tourism and skiing.

The highest peaks of the Alps are covered with eternal snow. The snow line rises to 2700 m on the western slopes and to 3200 m on the eastern ones. On the peaks of the Alps, snow does not melt throughout the year. In winter and spring, snow avalanches are common due to the accumulation of snow on the slopes. In January-February, under conditions of predominant high pressure over the Alps, clear, cold weather sets in. The southern slopes receive a lot of solar heat at this time. In summer there is frequent rain and fog in the mountains.

Throughout the country, winter temperatures drop below 0°C, with the exception of the northern shore of Lake Geneva and the shores of lakes Lugano and Lago Maggiore. It has the mildest and warmest climate. On the coast, protected by mountains from cold northern winds (bizet), there are many sunny days, there are no large temperature fluctuations and strong seasonal weather fluctuations. Palm trees, magnolias and other plants of southern countries grow here in the open ground. In the canton of Tessin, which is called the “solarium of Switzerland”, there are many climatic resorts.

Quite mild winters are observed on the Swiss Plateau, so the average January temperature is about -2°. Snow can only be seen here for a few days. In December and January, strong winds blow from the Atlantic, bringing rain, there is frequent fog, there is almost no sun, and the atmospheric pressure changes sharply every now and then. But the summer is warm (average temperature in July + 18°), the autumn is long and sunny. This climate is favorable for agricultural work. Even grapes have time to ripen on the Swiss plateau.

In Switzerland there are frequent sharp strong winds accompanied by rain and snowfall. In spring, summer and autumn, fohns predominate - warm, dry winds blowing from the east and southeast. As currents of moist air from the Mediterranean Sea rise up the slopes of the Alps and then descend to the Swiss plateau, precipitation falls on the southern slopes almost twice as much as on the northern ones.

6% of Europe's fresh water reserves are concentrated in Switzerland, and it is from here that the rivers Rhine, Rhone, and Inn originate, flowing into three large seas: the North, Mediterranean and Black. There are more than 1500 lakes. The pride of Switzerland - its lakes - deserves special attention. The most picturesque of them are located along the edges of the Swiss plateau - Geneva, Thun in the south, Firwaldstätt, Zurich in the east, Neuchâtel and Bil in the north.

The origin of the lakes is mainly tectonic-glacial; they were formed in an era when large glaciers descended from the mountains onto the Swiss plateau. South of the Alpine axis in the canton of Ticino are lakes Lugano and Lago Maggiore. The shores of the lakes are bordered by wooded hills or rocky mountains, the slopes of which drop straight into the water. The large lakes of Switzerland are not only places of pilgrimage for tourists, they play an important role in shipping and land reclamation. Most of Switzerland is irrigated by the Rhine and its tributary the Are (the most important of its tributaries are the Reuss and the Limmat). The southwestern regions belong to the Rhone drainage basin, the southern ones to the Ticino basin and the southeastern ones to the river basin. Inn (tributary of the Danube).

The rivers of Switzerland have no navigable significance. On the Rhine, navigation is maintained only as far as Basel. Switzerland's water resources are used primarily for energy production. Hydropower covers about 60% of total energy needs. At the same time, Switzerland monitors the cleanliness of water sources. 95% of all residential buildings are connected to water treatment plants

There are very few fertile soils in Switzerland. Only brown forest soils of the Swiss plateau and the lower parts of the mountain slopes are suitable for cultivation. In high mountain areas, the soil cover is not continuous and is replete with crushed stone. On mountain slopes, landslides and landslides are common, removing the soil layer or covering cultivated land with roots.

The Swiss Plateau has brown forest and alluvial soils that are relatively fertile. Only 6.5% of the country's area is suitable for cultivating grain and horticultural crops. In some areas, such as the Valais, an important agricultural region, soil fertility is strongly dependent on irrigation. There is not enough water here, and it is necessary to build wooden or stone chutes - “bysses”, through which water flows from high mountain areas, glacial lakes and rivers to fields and vegetable gardens.

In the plant world, the influence of vertical zoning is clearly expressed. Up to an altitude of up to 800 m, on the plateau and slopes of the Alps and Jura, cultivated vegetation predominates: gardens, vineyards, and also areas of meadows and pastures. At an altitude of 800 to 2000 m, forests stretch, first deciduous - beech and oak, then coniferous - cedar, spruce, pine (they occupy a quarter of the entire territory of the country). On the southern slope of the Alps the chestnut tree is typical. Higher up the mountain slopes, coniferous forests grow, forming a transition zone between broad-leaved forests and alpine meadows (at high altitudes). Above the forest line there are tall grass subalpine meadows, giving way to alpine meadows covered with low bushes and low herbaceous plants. Crocuses and daffodils bloom in spring, rhododendrons, saxifrages, and gentians bloom in summer. On steep slopes you can sometimes see edelweiss - the “unofficial” symbol of Switzerland

The fauna of Switzerland falls within the European-Siberian subregion of the Palearctic region. The species diversity characteristic of these areas has been severely damaged by human economic activity. While snow partridge and mountain hare are still quite common, such characteristic animals of the upper tier of the mountains as roe deer, marmot and chamois are much less common.

Great efforts are being made to protect wildlife. The Swiss National Park, located near the border with Austria, is home to roe deer and chamois, and less commonly, alpine ibex and fox. There are many birds in the Alps. Spruce crossbill is common among them. It makes its nest in winter in a coniferous forest. This bird has a peculiar beak that crosses at the end, which is convenient for extracting seeds from spruce cones.

There are practically no mineral resources in Switzerland. There are only small reserves of coal, iron ore deposits and small deposits of graphite, talc and asphalt. In the upper reaches of the Rhone and along the Rhine, the extraction of rock salt plays a significant role, covering the needs of the country. There are quite significant amounts of raw materials for the construction industry - sand, clay, stone. There is an assumption that there are small deposits of uranium ores in the Alps. The main source of energy for the Swiss is its rich hydropower resources; the vast majority of electricity consumed comes from hydroelectric power stations. At the same time, the construction of nuclear power plants began back in the late 60s

Switzerland is a republic, a confederation of 23 cantons (3 of them are divided into half-cantons). Each canton has its own parliament and government, its own laws, and enjoys broad autonomous rights. Legislative power belongs to the Federal Assembly (Parliament), consisting of two chambers - the National Council and the Council of Cantons. Executive power belongs to the Federal Council.

In Switzerland, almost all natural medicinal resources (mineral and thermal waters, medicinal mud) belong to the state. Resort hospitals use the springs for a fee, and federal, regional, local bodies or public organizations authorized by governments strictly control compliance with the regime for their use and monitor the protection green areas . In Switzerland, widely known for its exemplary resort management, municipalities provide security green areas around resorts where the construction of any objects that pollute the environment is prohibited

2.2 Regional infrastructure

Switzerland is integrated into the European transport infrastructure. Numerous networks of roads, railways, airlines and reliable communications, i.e. All conditions have been created for the fast and uninterrupted delivery of passengers and cargo. In Switzerland, per 1 sq. km of area there are 1.7 km of roads; the highest density of communication routes on the continent is here. There are 1,790 km of national roads in operation, 220 tunnels with a total length of 220 km.

More than three-quarters of Switzerland's national roads are motorways with barriers separating oncoming traffic and at least four lanes. National roads are also the most important routes for international traffic. The route running from Germany to Italy through the Gotthard Tunnel is of great importance for Europe.

To travel on Swiss motorways, any vehicle will have to pay a toll by purchasing a special sticker. There are no special tunnel tolls when driving through the Saint Gotthard and Saint Bernard road tunnels through the Alps. There is a ban on the movement of trucks at night (22:00 - 5:00) and on Sunday.

The country's railway network is three times the length of all highways. The precision and reliability of public transport have made the Swiss committed to rail transport. In the future, freight transport will be reoriented from road transport to rail transport in order to protect citizens and the environment. The country's most important railway line, Basel-Zurich-Bern-Lausanne-Geneva, passes through the main industrial areas and major cities.

The railway construction projects currently under construction (Ban-2000, AlpTransit/NEAT) will increase transport capacity, relieve congestion on roads with intense passenger and cargo flows and will contribute to the preservation of the Alpine ecosystem.

The merger with the European high-speed network (TGV and ICE trains) will make Switzerland an important transport hub for Europe's high-speed rail network.

Zurich Airport is one of the most important transport hubs in Europe. Passengers appreciate the high level of service at this airport.

The international airports of Geneva and EuroAirport Basel also have a large number of routes to major European economic centers and holiday destinations, and in many cases direct routes to destinations in other parts of the world. Airfreight is an important mode of cargo transportation for export-oriented companies in these regions: the most important part of exports consists of fine chemicals, pharmaceuticals, technically complex products, automobile parts and perishable goods.

In order to promote environmentally friendly fuels, fuels from renewable sources (such as biogas, bioethanol, biodiesel, vegetable and animal oils) are partially or fully exempt from mineral fuel tax. Taxation on natural or liquid gas used as fuel has been reduced. In addition, there are voluntary individual measures, such as fuel charges, which finance efforts to reduce fuel use in the country and abroad.

The water flowing from a Swiss tap matches the purity of mineral water, only 1000 times cheaper. Water consumption is 80% provided by groundwater (from wells and springs), the rest from lakes.

The Alps contain 6 percent of Europe's fresh water.

Domestic wastewater from 97% of Swiss households goes to approximately 900 wastewater treatment plants.

In Switzerland, postal services (basic set) of 3,400 post offices are provided everywhere, the reliability of postal services is recognized as one of the highest in Europe.

A basic health insurance contract, which is mandatory for all persons permanently residing in Switzerland, provides access to quality health care. It guarantees medical care in case of illness or accident, unless this is provided for by the accident insurance policy (in some cases, also abroad). Insurance contracts are concluded not with the state, but with one of 94 private insurance companies; additional insurance contracts are concluded at will.

2.3 Historical background for the development of tourism in Switzerland

The Swiss Confederation has existed since 1848. Until that moment there were only separate regions, which later united into a single Swiss state. The historical development of Switzerland was influenced by major powers controlling trade routes. Due to the mountainous terrain, local residents were free because... warlike states could not maintain their dominance in a given territory for a long time, which served as a prerequisite for the development of their own forms of government, traditions, and customs.

In the 1st century BC e. The Swiss lands were conquered by the Romans, which led to the Romanization of the Celtic and Rhaetian populations. In the III - V centuries. n. e. After the collapse of the Roman Empire, the areas of modern Switzerland were inhabited by Germanic tribes - the Alemanni (settled in the north and east), the Lombards (in the south) and the Burgundians (in the west). In the east, in the Alpine valleys, settlements of Romanized Rhets were preserved, and Romansh dialects developed here.

In the VI century. all of Switzerland was conquered by the Germanic Frankish tribes, which contributed to the Germanization of the population. In 843, Swiss lands were divided between three states. The German-speaking north and east, as well as the areas inhabited by the Romansh people, were included in the East Frankish Kingdom (the core of the future Germany); Western regions with a Romanized Celtic population were annexed to the West Frankish kingdom (future France), and the south and southwest became part of the kingdom of Lothair, where the Italian ethnic community later formed. In the 11th century almost all the lands of what is now Switzerland became part of Holy Roman Empire .Since the 14th century. The modern name of the state - Switzerland (after the name of the canton of Schwyz) also came into use, and in 1499. Switzerland has actually freed itself from subjugation Holy Roman Empire . Until the end of the 18th century. Switzerland remained a union of 13 cantons. At the end of the 18th century. Switzerland was conquered by Napoleon's troops, and a unified Helvetic Republic was created there. After the collapse of the Napoleonic Empire

In 1814 - 1815 The Congress of Vienna recognized the existence of the Swiss state as a Union of 22 cantons and declared it forever neutral. Until the end of the 18th century. Switzerland consisted of numerous autonomous states.

In 1291, the core of the Confederation was formed from the three “pracantons” of Uri, Schwyz and Unterwalden. By 1513, this union included 10 more lands, thereby forming a Confederation of 13 cantons. In 1978, the 23rd canton of Jura was created.

Swiss neutrality, proclaimed in 1515, ensured not only the sovereignty of the state, it acted as a guarantee of non-aggression for neighboring countries. Switzerland's neutral position continued into World War II.

The indigenous population of Switzerland consists of 4 ethnic communities: German-Swiss, Franco-Swiss, Italo-Swiss and Romansh.

The German-Swiss (about 4.3 million people) inhabit the central and eastern cantons of the country, speak High German dialects, the literary language is German, and by religion the majority are Protestants, some are Catholics.

Franco-Swiss (1.3 million people) live in the western cantons (in the canton of Bern they are mixed with the German-Swiss), speak southern French (Provençal) dialects, the literary language is French, and by religion they are Protestants (Calvinists) and Catholics . The Italian-Swiss (about 200 thousand people) live in the southern cantons (Ticino and Grisons), in some areas together with the German-Swiss, the language is Italian, and their religion is Catholic.

The Romansh people (about 50 thousand people) - Ladins and Romanches - live in the highlands of the canton of Grisons, use their own languages, as well as German and Italian, and are Protestants and Catholics by religion. There are about 1 million foreigners in the country - Italians, Spaniards, Germans, French and others.

In Switzerland, 4 national languages ​​have the status of official state: German, French, Italian and Romansh. For the German-speaking population, the cultural centers are the cities of Basel, Zurich and Bern, for the French-speaking population - Geneva and Lausanne, and for the Italian-speaking population - Lugano.

Switzerland is one of the countries with low natural growth; since 1993, the number of Swiss citizens has increased only due to foreigners who have received Swiss citizenship (every fifth child born in Switzerland has one of the parents with foreign citizenship).

Switzerland is a highly developed industrial country with intensive agriculture. Livestock farming plays the main role in agricultural production: it accounts for ¾ the cost of all agricultural products. The main agricultural crops are wheat, sugar beets, barley, and potatoes.

The industry is characterized by non-mass production of high-quality products for export. The geographical location of Switzerland creates convenience for the import of raw materials and the export of finished products.

The largest monopolies that dominate within the country and have fairly strong positions in the world market are the electrical engineering concern Brown Boveri, the engineering concern Sulzer, the chemical concern SIBA-Geigy, Sandots, Hofmann-La Roche, and the metallurgical Von Roll. ", "Aluswiss", food "Nestlé". Switzerland is a leading financial center in the world, one of the main exporters of capital.

The total amount of Swiss capital abroad (in the form of loans, credits, investments and other investments) exceeds 150 billion Swiss francs. The safe deposit boxes of Swiss banks contain half of all securities of the developed countries of the world. In the accounts of Swiss banks there are very large sums coming not only from Germany, the USA, France and other large European countries, but also sums coming from the countries of the former USSR and the current CIS. In addition to Switzerland's specialization in banking, the country specializes in manufacturing, and scientific and technical development is being introduced.

Two industries dominate - mechanical engineering (production of turbines, electric motors, ship engines, ultra-precision machine tools, electronic and measuring equipment, watches) and the chemical industry (production of dyes, fertilizers for agriculture, medicines and other things). Less significant industries are the textile, clothing and food industries.

Currently, tourism is becoming an active phenomenon in the life of society. All of the above attracts tourists from all over the world. Switzerland considers itself one of the founders of the tourism business.

It began to receive its first profits from visiting tourists back in the last century. Thanks to the intensification of tourism activities, communication ties are strengthened, the cultural space is expanded, the economy and civil culture are developed, and spiritual potential is enriched.

tourism marketing recreational

Section 3. Tourist and recreational potential of Switzerland

Geneva is located in southwestern Switzerland, the capital of the French-speaking canton of the same name.

Population - 192.1 thousand people, foreign citizens make up 44% of the population. It is located on the shores of Lake Geneva at the exit of the Rhone River, near the border with France. In 2014 it was named the best city to live in.

The city is home to the headquarters of the UN, Red Cross, WTO, WHO, CERN, and, until 1946, the League of Nations. Geneva is also a global financial center. The Large Hadron Collider is located near the city.

The Rhone River divides the city into two parts. On the left bank of the Rhone is the historical center with St. Peter's Cathedral and the Gothic town hall, on the right bank - the Palais des Nations and the railway station. The main attraction is a fountain 140 meters high.

Geneva is located at 46°12"N and 6°09"E. at the southwestern tip of Lake Geneva, where the Rhone River flows. The city is surrounded by the Alps and Jura mountain ranges.

Figure 2 - View of Geneva from Mount Salève in France. The Jura Mountains are visible on the horizon.

The city covers an area of ​​15.93 square meters. km. Among the built-up areas, 3.4% are industrial, while residential and other buildings are occupied by 46.2%, transport infrastructure - 25.8%, parks, green spaces and sports grounds - 15.7%.

Figure 3- Confluence of the Rhone and Arve rivers

The height above sea level is 373.6 m and corresponds to the height of the largest rock among the Pierre du Niton - two rocks in the middle of the lake that arose during the last ice age. The Arve River, which flows into the Rhone west of the city center. Mont Blanc is visible from anywhere in the city and is an hour's drive from the center

Geneva's climate is maritime and temperate. Winters are warm, usually with slight frosts at night and thaw during the day. Summer is mild. Precipitation is moderate and relatively evenly distributed throughout the year, although autumn is rainier than other seasons. In winter, freezing rain is typical for areas near Lake Geneva. In the summer, many people swim in the lake and spend time at public beaches such as Geneva and Bon-de-Paquis.

The sights of Geneva are quite controversial: the famous fountain, the English Garden with the Flower Clock, the ruins of fortresses and walls, as well as the small Old Town. It’s much more pleasant to get away from the tourist routes and wander around the streets and squares on your own or relax by the lake shore. Perhaps the most interesting thing in the city is the Cathedral of St. Peter's, from whose northern tower there is a view of Geneva.

Christian churches and a baptistery on the site of the cathedral have existed since the 4th century. Construction of the building began in 1160 and lasted about 150 years. Started in the Romanesque style, it later acquired Gothic features. Subsequently, the cathedral was supplemented with new elements. In 1406, the Maccobean Chapel was completed; in 1441, the northern wall of the nave was seriously damaged and was only rebuilt in 1449. The modern cathedral combines most European architectural styles.

The Cathedral of Saint-Pierre is one of the first churches of Calvinism; since 1535 it has been Reformed, which is reflected in the more strict architecture of the new elements of the building.

One of the main exhibits of the cathedral is Calvin's chair.

Figure 4- St. Peter's Basilica

St. Peter's Cathedral dominates the old town. Its construction began in 1150, and in the 18th century it was rebuilt. Calvin preached here, and here you can see the tomb of Agrippa. Aubigny. A poet and warrior, an associate of the founder of the Bourbon dynasty, Henry, d'Aubigny fled from France and lived in Geneva, his house is located on the next street. The Old Town's main street is lined with antique shops and art galleries. The street rises to the ancient market square of Bourg-de-Fours. Turning right, you can reach the park of bastions, built on the remains of the city fortifications. The beautiful transparent park is bordered on one side by the University, on the other by the wall of reformers. The wall was built in 1917 and is decorated with statues of great Protestants. In the center of New Square is a monument to General Dufour, the unifier of Switzerland. The square is home to the Rath Museum, the site of major art exhibitions, the Conservatory and the Grand Theater of Geneva.

Passing the university buildings, past the Geneva synagogue, you can reach the diamond of Place Plainpalais, the site of city festivals and the famous flea market. In one of the corners of the square there is a stone saying that “must not happen again”, at this place on November 9, 1932, soldiers stopped the socialist demonstration with bullets. Near the square is the ancient Geneva cemetery of Plainpalais, with very modest tombstones. Here, under a stone cube with the inscription J.C. lies John Calvin, and here is the grave of Jorge Luis Borges.

The Wall of the Reformation is a monument of statues and bas-reliefs erected in Geneva in honor of the main characters and events of the Protestant Reformation.

The Wall of the Reformation is located on the grounds of the University of Geneva, founded by John Calvin, and was opened in 1909 to commemorate the 400th anniversary of Calvin's birth and the 350th anniversary of the founding of the university.

In the center of the monument are five-meter statues of the four main figures of Calvinism.

· Theodore Beza (1519-1605)

· John Calvin (1509-1564)

· Guillaume Farel (1489-1565)

Figure 5 - Reformation Wall

· John Knox (c.1513 - 1572)

To the left of the center are three-meter statues:

· William I of Orange (1533-1584)

· Gaspard II de Coligny (1519-1572)

· Frederick William I of Brandenburg (1620-1688)

To the right of the center are three-meter statues:

· Roger Williams (1603-1684)

· Oliver Cromwell (1599-1658)

· Istvan Bocskai (1557-1606)

Along the wall, on either side of the central statue, is the motto of the Reformation and Geneva. The Christogram is engraved on the pedestal of the central statue: ΙΗΣ

The Palais des Nations is a complex of buildings built between 1929 and 1938, in Ariana Park, in Geneva, Switzerland. The Palais des Nations was used as the headquarters of the League of Nations until 1946. Since 1966, the Palace has housed the UN Office for Europe in Geneva - the second most important UN headquarters in the world after New York.

In addition, the Palace also houses the offices of the regional offices of the IAEA, UNESCO, UNCTAD, and the UN.

Every year, about 8,000 meetings are held at the UN headquarters in Geneva, of which about 600 are major conferences. 100 thousand people annually visit the open halls of the Palace as tourists.

Figure 6- Palais des Nations

After the formation of the League of Nations, an architectural competition was held to select the best design for the future complex. The competition jury was unable to choose a clear winner from among the 377 submitted projects and invited the authors of the 5 best works to develop a joint design.

The interior decoration of the building was made mainly from materials provided by member countries of the League of Nations. At the base of the first stone was laid a time capsule containing, among other things, a list of all member countries of the League of Nations, copies of its founding documents, as well as coins of participating countries.

After the Palais des Nations was taken over by the UN, several buildings were added to the complex. The length of the complex is 600 meters, there are 34 conference rooms and 2,800 offices.

Lake Geneva, Lake Leman, the largest lake in the Alpine region and one of the largest and most picturesque bodies of water in Europe. Its length exceeds seventy kilometers and its width reaches thirteen kilometers. The purest mountain lake in the world, characterized by an amazing combination of snow-capped mountain peaks and subtropical flora. The best way to get to the lake is by train, which runs constantly from the Cornavin train station in Geneva to the Lausanne train station, or you can rent a car and take Highway 1 towards Lausanne. This route, like the railway, runs along the northern coast of the lake. The water in the lake is quite cool and you can swim here only in July and August, for which there are several platforms and grassy beaches. But tourists and residents of Geneva come here not for a beach holiday, but for a peaceful atmosphere, clean air and mild climate.

2 Zurich is the commercial and economic center of Switzerland

Zurich, the largest city in Switzerland, is located on the northern shore of Lake Zurich. The city is a global financial center, the center of trade and industrial institutions and the center of cultural life of the country. Despite this, the “old town” has retained its neighborhoods with cramped winding streets, narrow Gothic-style houses housing small cafes, pastry shops and antique shops.

Zurich has about 50 museums and more than a hundred small galleries that host various exhibitions and shows. Many excursion routes around the country start from here, among them the trip on panoramic trains is especially noteworthy.

Zurich is located at the source of the Limmat River at the northern tip of Lake Zurich, approximately 30 kilometers north of the Alps. The Limmat crosses the historical center of Zurich (Old Town) and then turns west. Zurich is surrounded by forested mountains, including Zurichberg (to the east of the city) and Utilberg, which has an observation tower overlooking the city. In the historical center of Zurich, the river Sihl flows into the Limmat. The area of ​​the city is 91.88 km ² , of which 4.1 km ² falls on the waters of Lake Zurich.

Zurich is the largest city in Switzerland in terms of population. For several years now, Zurich has been one of the top places in the list of the most convenient cities to live. Beautiful, clean, comfortable, interesting - Zurich is the center of the country's banking life, but it is also home to an incredible number of art galleries, as well as one of the best universities in Europe. Here, residents somehow surprisingly manage to combine innovation and tradition: the silent snakes of low-floor trams against the backdrop of ancient two-story houses with shutters, 13th-century houses and an ultra-modern university building.

Zurich is compact from the point of view of a tourist walk: everything can be explored on foot, and the old town begins 500 m from the station, it is beautiful: everyone always likes it, without exception, with the slender towers of the Grossmünstr with the wrought-iron lattice of the bridge against the backdrop of the Alps. Bridge, river and old town - the perfect combination for tourist photos! And Christmas Zurich is especially beautiful, not least due to the sparkling Christmas tree in Swarovski crystals.

The Grossmünster is one of the three most important churches in Zurich, along with the Fraumünster and St. Peter's Church. Built in classical Romanesque style, it was founded on the site of an ancient Carolingian church. Tradition has it that the horse of the Frankish Emperor Charlemagne (742-814) fell to his knees before the tomb of Felix and Regula, the patron saints of Zurich. The holy martyrs Felix and Regula, brother and sister, were to suffer in the city of Octodorum (now Martigny in the canton of Valais) together with the Christian soldiers of the Theban Legion, led by Saint Mauritius. However, during the execution of the Mauritian warriors, they managed to escape past Glarus to the Zurich area, where they were again captured by the Romans, tried and beheaded. The saints miraculously rose up, took their heads and, having climbed 40 steps up the mountain, with prayer they gave up their spirit to the Lord. The Grossmunster Temple was subsequently erected on this site. Recent archaeological excavations have uncovered Roman burials in the foundations of the structure.

Figure 7- Grossmunster

The Grossmunster Church played an important role in the development of Protestantism in Switzerland. Here the stern pastor Ulrich Zwingli (1484-1531) preached the reformed Christian faith. Now the image of Zwingli can be seen on bronze doors by Otto Munch. Beginning in 1520, Zwingli led discussions on the foundations of Christianity from his pastoral see in Grossmünster, and finally, in 1523, the authorities of Zurich announced the withdrawal of their church from the rule of Rome. Apparently, the opposition of the proud Helvetian population to the ancient Romans, which began in the time of Felix and Regula, continued in the Middle Ages.

Fraumünster Church.

As we know from history, the Fraumünster Church in Zurich was built by order of the monarch for his daughter named Hildelgarde. This girl was distinguished by the fact that from an early age she preached the Catholic faith and decided to move away from worldly affairs in order to devote herself to serving God. Such a craving for the spiritual world could not but arouse the admiration of her father: in those days, the children of the powerful, especially the children of kings, for the most part indulged in entertainment, and gave too little importance to faith. King Ludwig II of Germany decides to support his daughter and builds a church for her, although it would be more correct to say a monastery. After the construction of the church, the monarch did not skimp and gave the new monastery two cities and the surrounding area.

The influence of the monastery grew every year: after Hildelgarde’s death, a large number of nuns appeared in the holy place, many of whom, in a past life, like the daughter of Louis II of Germany, knew firsthand the benefits of court life. Simply put, the vast majority of the nuns from the Fraumünster church were daughters or widows of the most powerful people in the country. Almost all monarchs supported the nunnery: for example, already in 1045, King Henry III showed generosity and officially allowed coinage to be minted in Fraumünster. It is worth noting that only the most influential temples received this honor.

Figure 8 - Fraumünster Church

Entrusting the minting of coins and allowing the abbess to organize markets in cities at her own discretion meant entrusting her with power over Zurich and Tours. In 1218, Fraumünster and its lands separated from the state and gained almost complete independence. The abbess was still obliged to carry out the orders of the monarch Frederick II. To be extremely precise, such orders do not occur in history. The nuns used the power granted to them: even the mayor of the city was elected not at a public meeting, but by decree of the abbess of the Fraumünster monastery. Studying the history of the church, one can draw a certain conclusion: all decisions in the city were made exclusively with the knowledge of the abbess. True, this state of affairs lasted only until the 14th century.

Numerous reforms and distrust of monarchs led to the fact that the Benedictine monastery began to gradually lose power. The townspeople no longer wanted to be ruled by a mayor nominated by the abbess. According to chronicles found in ancient archives, the first mayor, elected by the people and not by the abbess of the monastery, began to rule the city already in 1336. In 1524, the monastery was dissolved by order of the famous politician and reformer Ulrich Zwingli. Surprisingly, thanks to the scrupulousness and, one might even say, pedantry of the Swiss, invaluable documents that can shed light on the history of not only Switzerland, but also other European countries have been preserved to this day.

After the dissolution of the monastery, the majestic building, built in a strict Gothic style, began to gradually decline. The authorities did not try to preserve one of the main attractions of the city: they simply did not see the point in returning to the past, to the past in which women had undeniable power. The Fraumünster Church in Zurich was destroyed exactly until the middle of the 20th century, when the Swiss authorities came to a consensus that in a country with a developed tourism infrastructure there are not enough historical and architectural monuments that are not in private hands.

In 1960, a competition was announced among architects who could propose a unique project for the reconstruction of the Fraumünster church, which had fallen into almost complete disrepair. Surprisingly, none of the proposed projects interested representatives of the Zurich authorities. For this reason, it was decided to directly contact Marc Chagall, who had already become famous in those days for his magnificent stained glass windows in the Jerusalem synagogue and painting.

When work began on the Fraumünster stained glass windows, Marc Chagall was 83 years old. Despite his advanced age and illness, the greatest artist personally worked on each stained glass window and even prepared the glass for them himself. Two years later, 5 luxurious windows appeared in the Zurich church, which tens of thousands of tourists from all over the world now come to see every year. It is surprising that Marc Chagall did not take money from the city for the work he did: in 1970, at a ceremony, he donated 5 stained glass windows to the city. Chagall did not stop there: when the painter turned 90, he decorated the Fraunmüster church with a new “rose” window.

The stained glass windows made by Marc Chagall undoubtedly cause special admiration for each of its guests in the church. On five stained glass windows you can easily “read” the entire history of Christianity: they are forever captured by the artist with scenes from the Old and New Testaments. Each stained glass window reaches a height of just over ten meters and a width of one meter. They are dominated by bright and saturated colors, which were characteristic of the work of Marc Chagall.

The “rose” window also deserves special attention. This stained glass window has seven petals: anyone who has read the Bible will immediately understand that each of the “rose” petals symbolizes the day on which God created our World. The capital of Switzerland is Bern, but Zurich, where the Fraumünster Church is located, is considered the “second, unofficial” main city of the country. Zurich is the capital of business, something like New York in the USA. Naturally, the huge number of banking institutions and offices in this city makes it hectic and noisy. On Munsterhofplatz, local residents and visitors seek peace and spiritual purification. All this can be found in the magnificent Fraumünster church. Every Sunday, a huge number of Catholics gather in this church to listen to sermons and offer their prayers to God in the once influential convent.

St. Peter's Church

St. Peter's Church is considered the oldest in Zurich. The first mention of it dates back to 857, when Louis the German gave the church to his daughter. One of these daughters later became abbess of Fraumünster. The early structure was between 7 and 10 meters high and dates back to the 8th-9th century. Around the year 1000, the old building was replaced by a new one in the Romanesque style, which also changed in 1230 to a late Romanesque church, part of which has survived to this day. Rudolf Brun, the city's first independent mayor, was buried here in 1360. The nave was rebuilt in 1460 in the Gothic style. Before the Reformation, St. Peter's Church was a simple city parish.

The current building was dedicated in 1706 as the first Protestant church. Until 1911, the bell tower served as a fire tower. The windows of this tower offer views of the entire city. If there was a fire in the city, a special signal was given and a flag was hung in the direction of the fire. With the invention of the telephone, the signal about a fire was transmitted via it.

In 1538, the largest clock in Europe was installed on the tower. The diameter of the watch reaches 8.7 meters, the minute hand has a length of 3.95 meters. Bells were only added in 1880. Currently, the bell tower belongs to the city, while the nave belongs to the parish of St. Peter of the Swiss Reformed Church.

Figure 9- St. Peter's Church

The tower is made in the late Romanesque-Gothic style, the nave is in the Baroque style. This was the first Reform church in Zurich. The plastering work was carried out by Salomon Bürkli from Zurich and Franz Schmutzer from Wasserbrunn. The font dates from 1598, the five bells date from 1880.

The City Hall building in Zurich is one of the main cultural and architectural attractions of Zurich. It is a symbol of the strength and well-being of its inhabitants. This is the symbol of the city.

The town hall was built at the end of the 17th century on the banks of the Limmat River, next to the Grossmünster Cathedral, in the part of the city called the “Old Town”. Since those times, the interior and façade have been perfectly preserved. The building is three-story, made in the Baroque style, with the luxury characteristic of this architectural style. The façade of the building is made of cut stone, in which you can guess the style of Italian palazzos and the late Renaissance era. The exterior of the Town Hall is decorated with arcades and reliefs; the massive entrance doors look especially impressive, they resemble gates. The interior of the building's halls has a lot of stucco, large forged and crystal chandeliers, and even a ceramic stove. The ceilings of the Town Hall are richly decorated with floral motifs on a golden-red background. The building looks more like a luxurious palace than an administrative building.

The town hall was of great importance for any medieval European city; it was in this building that those who ruled the destinies of the city met. Until 1978, city government officials worked here. The cantonal council has been meeting in the building since 1803; it houses only the ruling circles of the canton, but not the state as a whole. Nowadays, only citywide receptions and councils are held within the walls of the Town Hall.

3.3 Lucerne - the pearl of the German part of Switzerland

Lucerne is one of the most famous and beloved cities in Switzerland, a major cultural center of the German-speaking part of the country. This is an ideal place for those who cannot fully relax away from civilization.

The first city to join the Swiss Confederation, Lucerne is a beautiful small resort with a developed tourist infrastructure, which has the status of a gateway to Central Switzerland. There are many legends and stories associated with Lucerne; it is also mentioned in stories about William Tell (the apple on the boy’s head, remember?).

Tourism in Lucerne arose in the mid-19th century, and Mark Twain was among the visitors. In his documentary stories from his travels - the book A Tramp Abroad - he calls for the return of the souvenir business and tourist trade to Lucerne. It is worth saying that today his wish has come true: the town is thriving.

The medieval Chapel Bridge with a gable roof and picturesque paintings under the arch is the main attraction and most photographed object in Lucerne, in addition, it is recognized as one of the oldest wooden covered bridges in Europe. Another city landmark is the Museggmauer: a wall that, with the exception of only one tower, has been preserved in its original form, when it still had fortification significance.

Historic buildings decorated with frescoes surround picturesque town squares, making up the Weinmarkt quarter in the car-free city centre. Lucerne is a city of churches and squares. The Jesuit church dates from the 17th century and is recognized as Switzerland's first Baroque religious building, and the twin towers of the Hofkirche are an integral part of the cityscape. The Dying Lion, carved into the rock to commemorate the heroic death of the Swiss Guards defending the Tuileries Palace in 1792, is one of Switzerland's most famous monuments. It is worth mentioning the 122-meter panorama of Bourbaki - Lucerne has one of the few remaining picturesque panoramas in the world.

Tradition and modernity go hand in hand in Lucerne, a city also renowned for its modern architecture. The futuristic Culture and Congress Center, designed by leading French architect Jean Nouvel, is one of the city's architectural landmarks. The Congress Center building represents the truth of the slogan “Lucerne - City of Festivals”: ​​it hosts many different cultural events throughout the year.

Lucerne is an ideal starting point for trips to the Central Switzerland region. An obligatory point of the program is an ascent to Lucerne’s “home” mountains: Pilatus and Rigi, the queens of the mountains. But excursions to Stanserhorn and Bürgenstock are also not to be missed, as is a boat cruise on Lake Lucerne with its many bends and coves. The Wilhelm Tell Express departs from Lucerne and takes passengers to the foot of the Gotthard Pass across Lake Lucerne, before continuing on to the canton of Ticino, in the southern Alps. The “Cherry Road” leads from Lucerne through hills lined with cherry trees, from the fruits of which the well-known kirsch is produced.

3.4 Basel as a cosmopolitan city

Basel is the oldest university city in Switzerland. The city's historical attractions include a large market square with a richly decorated red sandstone town hall, and a late Gothic cathedral. As you walk through the old town, you will pass boutiques, second-hand bookstores and contemporary designer shops. Go to L ä ckerli Huus to try traditional Basel honey cake. Basel honors its traditions, but at the same time has a very modern way of thinking: this is how several modern buildings have appeared here, designed by such famous bureaus and architects as Herzog & de Meuron, Mario Botta, Diener & Diener and Richard Meier.

Almost 40 museums make Basel the city with the highest concentration of museums in the country. Internationally renowned museums - the Museum of Fine Arts Basel, the museum dedicated to the metal sculptor Jean Tinguely, the Beyeler Foundation and the Museum of Cultures - attract many visitors, as do several galleries and theaters. Basel also has a symphony and chamber orchestras, and a musical theater where foreign productions are presented. A wide selection of classical and contemporary productions can be found at the Basel Theater and other venues.

Basel is a green city: the Botanical Garden, several parks and the banks of the Rhine are great for walking and relaxing. And the Etoscha enclosure in the largest Swiss zoo allows you to look at the life of the Namibian savannah.

Nearby Augusta Rorica, near the town of Augst, has impressive ruins, and in the museum various finds illustrate the vibrant life of this Roman settlement in the past. The charming surroundings of Basel, with their cherry orchards, present a magnificent scene every spring. Germany and France, the Black Forest and the Vosges Mountains are just a stone's throw from the border city of Basel.

The annual carnival is one of the most important events in the lives of city residents. On the Monday after Ash Wednesday (when Lent begins), the city is transformed with Morgenstraich - at four o'clock in the morning all the city lights come on and a festive procession moves through the streets of Basel.

3.5 The Alps as a ski and tourist resort

The Alps, the highest mountains in Europe, extend along the arc of the Gulf of Genoa on the Lesser Hungarian Lowland. Located in Germany, Italy, France, Switzerland, Liechtenstein, Austria and Slovenia, the width of the strip is 1200 km, the width is 150 - 260 km, the highest peak is Mont Blanc 4807 m it divides the mountains into the Western Alps, higher and more massive and the Eastern Alps below, more cut river valleys. The dividing line passes through the transverse contraction of the Hedgehog. Constantia, Upper Rhine Valley, Spl ü gen pass and valley to Lake San Giacomo. Como.

In the Alps there is the western Krystal zone (Alpes-Maritimes, Côtes Alps, Dauphine Alps, Graian Alps, Sabaudia Alps, Pennine Alps, Lepontine Alps, Bernese Alps, Glarus Alps) and Limestone and Flysch (French: Limestone Alps, Szwajca. Prealps). In the Eastern Alps, the Krystal zone stands out. Central Alps (Rhaetian Alps, Hohe Tauern, Niedere Tauern, Noric Alps, Kitzbühel) and 2 limestone zones: Northern Limestone Alps (Allg ä u Alps, Bavarian Tyrolean Alps, Salzburg Alps, Dolnoaustriackie Alps) and Pd. Limestone Alps (Orobie Alps, Dolomites, Carnic Alps, Karavanke, Julian Alps, Kamnik Alps). Geological structure. Formed from the Alpine orogeny, eventually rose into the Tertiary.

Figure 11- Alps

The Alps are the climate division of Europe. To the north and west of them there are territories with a temperate climate, to the south - subtropical Mediterranean landscapes. Precipitation on the windward western and northwestern slopes is 1,500 - 2,000 mm, in some places up to 4,000 mm per year. In the Alps are located the sources of large rivers (Rhine, Rhone, Adige, Po, the right tributary of the Danube), and numerous lakes of glacial and tectonic-glacial origin such as Geneva, Como, Constance, etc.

The altitudinal zonation of the landscape is well defined. Up to an altitude of 800 meters, the climate is moderately warm, on the southern slopes it is Mediterranean. At an altitude of 800 - 1,800 meters, the climate is temperate and humid; broad-leaved forests and conifers at altitude. Up to an altitude of 2,200 - 2,300 meters, the climate is cold, with long-lasting snow.

The Alps are a source of mineral rocks that have been mined by humans for several thousand years. During the era of the Hallstatt culture (8th-6th centuries BC), Celtic tribes mined copper, and later the Romans mined gold.

Figure 12 - Map of the highlands of the Swiss Alps

The deposit in Styria is a source of high-quality iron ore for the steel industry. In most of the Alpine region, cinnabar, quartz, and amethyst are found.

The Alpine belt is characterized by a significant distribution of mountain-glacial landforms. In the mountains, at an altitude of more than 3,000 meters above sea level, more snow falls in winter than can melt. In places where there is snow all year round, due to snow pressure, melting and freezing of the upper layer, the base of the glacier is formed. Ice areas are moving deeper into the valley. The surface of the glacier is covered with cracks.

The permanent snow line lies in the north at an altitude of 2.5 km, and in the south - from 3 to 3.2 km. The total area of ​​modern glaciation is 4,140 km ² . There are about 1,200 glaciers in the Alps, the largest is Aletsch in the Bernese Alps with an area of ​​169 km ² .

To the north and west of the Alps there are areas with a temperate climate, to the south there are subtropical Mediterranean landscapes. The climate depends on the height, position and direction of the wind. In summer the Alps have hot days followed by cold evenings. Sunny in the mountains in the morning, cloudy in the afternoon. Winter brings frequent snowfalls and long periods of low temperatures. The climate on the northern side of the Alps is colder and wetter, while on the southern side it is warmer and drier. The average temperature in July is below +14 °C, in January - up to −15 °C. There is 1,000 mm of precipitation per year.

Snow remains on the plains from one to six months a year. Throughout most of the winter the valleys are foggy. Winds are typical. The most important of them is a warm and dry hairdryer.

The foehn creates conditions for agriculture at much higher absolute altitudes than in places where it does not exist.

The climate and soil and vegetation cover are characterized by clear vertical zonation. The Alps are divided into five climate zones, each with a different type of environment. The climate, flora and fauna differ in different climatic zones of the Alps. The mountain range above 3,000 meters is called the nival zone, where the climate is cold and covered with perennial snow. There is practically no vegetation here.

Alpine meadows lie at an altitude of 2,000 to 3,000 meters. Characterized by specific, low-growing vegetation, as well as vegetation that forms “grass cushions”. This brings this type of ecosystem closer to tundra ones, due to which alpine meadows are also called “mountain tundra.”

The subalpine zone is located below the alpine zone and is located at an altitude of 1,500 to 2,000 meters. Spruce forests grow here. Temperatures in the subalpine zone rise in summer to a maximum of +24 °C on hot sunny days, and usually do not reach 16 °C. Frosts are possible at any time of the year.

At an altitude of 1,000 to 1,500 meters there is a temperate zone. There is agriculture and an oak area here.

Below 1,000 meters the lowland begins, which is characterized by a wide variety of vegetation.

The Alps are home to about 30,000 animal species. Some bird species remain in the mountains throughout the year. Certain species of the animal world living in the Alps have adapted to difficult weather conditions. The conservation of fauna is ensured through national parks located in the Alps.

Every year, large areas of forest are cut down in mountainous areas for the construction of ski slopes and recreation centers, which disrupts the natural balance in the mountains. Trees are important for preventing soil erosion, and their trunks reduce the risk of avalanches. Deforestation leads to avalanches and mudflows, which killed more than 60 people within 20 days in 1987. The reason for the decrease in forest area, in addition to deforestation, is toxic emissions from factories and the use of heavy equipment in the mountains. Trees weaken and are more susceptible to disease and hurricanes. Scientists estimate that approximately 60-80% of alpine forests have been destroyed. The deterioration of the environment negatively affects the life of animals and plants. In all countries where there are Alps, protection regions were organized.

The Alps are relatively easily accessible: they are crossed by numerous roads with tunnels, bridges, and aqueducts. Tourism and winter sports have been developed (the Alps have the largest number of cable cars and ski lifts in the world).

The Alps are an area of ​​international mountaineering, skiing and tourism. The Alps attract both summer and winter as a place for tourism and sports. Alpine skiing, snowboarding, sledding, snowshoeing, and cross-country skiing are available in most areas from December to April. In summer the Alps are popular with hikers, cyclists, paragliders and climbers, while the many alpine lakes attract swimmers, yachtsmen and surfers. The low-lying regions and major cities of the Alps are well connected by motorways and expressways, but higher up, mountain passes and highways can be dangerous even in summer. Many mountain passes are closed in winter. The development of tourism is facilitated by a large number of airports throughout the Alps, as well as good railway connections with all neighboring countries. The Alps are typically visited by more than 50 million tourists annually.

It is impossible to imagine Switzerland without mountains. They occupy 2/3 of the country's area and are of great historical and geopolitical significance. They also play a significant role in economic development, because the bulk of international tourism is concentrated in the alpine regions.

The Swiss are very proud of their majestic mountains. No other country in Europe can boast such a large number four thousand meters . 48 peaks over 4000 m high in a relatively small area! The Swiss mountains beckon with their beauty and attract with an abundance of attractions. The highest railway in Europe. Jungfraujoch station (canton of Bern) at an altitude of 3454 m above sea level; the highest settlement in Europe, Juf (canton of Graubünden) at an altitude of 2126 m above sea level; the highest brewery in Europe in Monstein near Davos (canton of Grisons) at an altitude of 1600 m above sea level; the highest tram line in Europe in Zermatt (canton of Wallis) at an altitude of 2222 m above sea level the world's steepest rack railway to the top of Pilatus (canton of Lucerne) with a gradient of 48%; the coolest ski lift in the world Gelmerban (Gelmerbahn) to the Grimsel Pass (in some places the slope is 106%); Europe's steepest bus route from Tschingelalp to Griesalp in the Bernese Oberland, canton of Bern (slope 26%); The longest glacier in Europe is the Aletsch glacier (canton of Wallis), 23 km long.

Conclusion

Switzerland is deservedly called a “ski fairy tale”; here mountains occupy most of the country’s territory, ski resorts are distinguished by a high level of service and comfort, and the quality of piste preparation is considered the best in the world.

A large selection of resorts, wonderful therapeutic resorts with thermal springs in Switzerland. Thermal water is an excellent medicine for the treatment of diseases of the respiratory system, neurology, and musculoskeletal system.

At the beginning of the work, issues related to the features of marketing activities in tourism, assessment of the recreational potential of the area and the effectiveness of tourism activities were discussed.

In the next chapter, we examined the natural and climatic potential and historical prerequisites for the formation of the tourist attractiveness of Switzerland.

In the final part of the work, the attractiveness of Switzerland was described in detail, the leading tourist centers and features of the Alpine complex were considered.

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Similar works to - Switzerland and its attractiveness for tourism

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The work is devoted to studying the essence of the content of the region’s tourist attractiveness. The sociological and managerial approach to defining the concept of tourist attractiveness is considered. The features of modern activities of government authorities to create the tourist attractiveness of regions are highlighted, and the most pressing problems in this area are identified.

Currently in Russia, questions are often raised about the need to form and develop tourist attractiveness, and relevant regulations and programs are adopted. In practice, there is an identification of tourism, tourist activity and tourist attractiveness. At the same time, such an identification is at least unlawful and requires further clarification. Thus, it is necessary to define the fundamental concepts affecting the activities of creating tourist attractiveness in the region, and to develop the basic principles of its formation.

Currently, tourism as a direction of state domestic and foreign policy, tourism activity as the actualization of globalizing communications, as a transforming social institution attracts the attention of not only researchers within the social sciences, but also socio-political figures, as well as subjects of social management. Tourism is an integral part of the life of society, being a global phenomenon in the modern era. Tourism activity in modern society seems to be a “comfortable” and “profitable” object of management in all aspects.

“Tourism” is a rather complex and multifaceted phenomenon - it is a social practice, a sphere of leisure, and a special form of consumption, it is also the most important cultural phenomenon.

Researcher K.A. Evdokimov classifies the social institution of tourism as one of the determining immanent means of transforming social ties and relationships through the implementation of functions of adaptation of the population to the conditions of transformation of modern Russia and socialization, facilitating the assimilation of innovative values ​​and attitudes. T.P. Ivanova considers tourism as a multi-paradigmatic institutional phenomenon, which has its own structure and functions, satisfying the most important needs of society for recreation, restoration of a person’s mental and physical strength, and intellectual personal development.

I.V. Zorin analyzes the concept of tourism from the standpoint of phenomenology. From this point of view, tourism, and especially recreational tourism, is a phenomenon of the 21st century, since it occupies a priority position in the world economic complex.

Tourism can also be presented as a unique form of relationship between producers and consumers of tourism services - in connection with which tourism can be considered as a new form and a new indicator of social stratification (O.V. Leshkova).

As a result, tourism as a root concept helps to more accurately define the category of “tourist attractiveness”. To a greater extent, this concept relates to the economic sphere and is studied within the framework of marketing and economic disciplines. However, the sociological approach allows us to reveal the content and characteristics of the phenomenon of tourism and the definition of “tourist attractiveness” that affects it more deeply. In particular, from the standpoint of the sociology of management, the tourist attractiveness of a region is the goal and result of the social and managerial activities of individual and collective social subjects.

The definition of “tourist attractiveness” is multidimensional and complex, including such concepts as tourist potential, tourist features, tourist base, tourist offer and many others. At the same time, “tourist attractiveness” is an element included in the definition of such concepts as “regional competitiveness,” “regional brand,” “investment potential of the region,” etc.

In its most general form, tourism attractiveness implies an approach based on the relationship between possible and existing elements and tourism demand. In other words, tourist attractiveness is a function of the interaction of supply and demand. Attractiveness actually allows one to evaluate the influence of territorial internal forces (supply supply) on external forces (demand), and vice versa, since there is a sequential feedback. It seems that tourist attraction as a measuring instrument of the tourism system can better express the relationship between the “possible” and the “existing”, as well as between the “existing” and the “consumed”.

We can give the following interpretation of the tourist attractiveness of the region - this is the totality of its objective and subjective characteristics, material and intangible factors that influence the results of tourism activities and determine the position of the region for tourists and subjects of tourism activities, including the resource and infrastructure potential of tourism activities and social and institutional risks of its implementation in this territory.

Speaking about tourist attractiveness, it is important to take into account the presence of many subjects that fall into the so-called “field of view” of subjects of management and formation of tourist attractiveness. It can be:

1. A specific individual (tourist, visitor, recreationist). First of all, the representation of a particular territory is important for a single person, an individual. In these relationships, a specific person, based on his own personal needs, motives and values, forms a wide variety of aesthetic, cultural and cognitive needs. Such requests shape the individual’s focus on searching for the goals and themes of travel, creating a special range of information requests that precede a hike or trip, perhaps even choosing a place of residence. At the same time, despite the fact that state, public or commercial structures most often focus on the target audience (group) in the formation of certain proposals, it is a specific person who evaluates their efforts.

2. Separate microsociety (target group, family). Group needs are a manifestation of the feelings, knowledge and ideas of large or small groups about the level and quality of life that satisfies them in a particular region, on a particular territory. The difficulty in determining the properties of such needs is associated with the conventions of identifying such groups. The choice of group classification criterion can determine the fundamental difference between one cultural and recreational offer from another. For example, identifying the youth segment allows us to define the cultural and recreational offer as a system of active recreation, including broad communicative contacts. And vice versa, defining such a segment as “city population” will create the need to create a “weekend” recreation offer, where one of the conditions will be dispersion and a decrease in the intensity of contacts. A special consumer group is the family, which shows a sustainable focus on using tourism resources for cultural, educational, educational and health purposes, taking into account the interests of their children.

Let us note that often the needs of a group or individual take the form of “deferred demand,” when unrealized interest in a certain type of recreation does not fade, but, on the contrary, is supported in interpersonal communication or fuels an active information search. Another phenomenon is also real when the need for travel or a certain type of recreation exists in a latent form, as it is based on unconscious cultural traditions. Therefore, artistic and scientific works about travel are in demand in social groups; consumer products (computer games, fashion attributes) are associated with the theme of adventures in a remote world. Hence, duality arises: the value of travel is different in assessing the cost of the tour and the price of the experience.

3. Society as a whole. Public recreational needs are largely determined by the socio-economic characteristics and value systems of a given society related to the assessment of its own development. Therefore, at present, the relevance of the question of who benefits most from the contribution of economic and organizational resources to physical recreation and the development of a culture of recreation and travel is determined without much debate. Society in general and the state in particular are deeply interested in effective recreation. Free time in this regard is considered as part of social time, optimistically aimed at recreating and improving the physical and cultural condition of society. At the same time, freedom of movement and the variety of types of travel available constitute the cultural competitiveness of a society.

The tourist attractiveness of the region is based on the social institution of tourism and the functions it performs. Therefore, from the perspective of subjects of management, it should have special significance, integrating relationships, interdependencies, interactions of all social layers and groups, predetermining, in an indirect form, significant social processes and changes, being a relatively independent social industry participating in social relations, stratification dynamics and social mobility.

You can schematically represent the place of tourist attraction of the region as follows (Fig. 1).

Rice. 1. The place of tourist attraction in the regional management system

At the macro level, environmental factors (globalization processes) are decisive for tourist attractiveness; at the meso level - structural (social organization of tourism activities, its structure, goals, functions and others) and regulatory factors (social norms, legal framework and others); at the micro level - motivational-activity (processes of changing needs, motives and behavior strategies) and procedural factors (system of standardization and certification of service quality).

The state as a subject of management and the regional authorities as representatives of the state, recognizing tourism activity as one of the significant sectors of the Russian Federation, must promote the development of tourism, create favorable conditions for its development, and support the implementation of socially oriented functions. The main achievement of government authorities is the creation of the foundations of legal regulation, the development of social standards that create the conditions for the institutionalization of this phenomenon, not only at the federal, but also at the regional levels.

Based on this, we can define the formation of tourist attractiveness as the activity of management subjects to determine, develop and achieve specific characteristics, material and intangible factors that influence the results of tourism activities and determine the position of the region for tourists and subjects of tourism activities.

Today there is an urgent need to determine the basic views on the management and formation of tourist attractiveness, and to substantiate the fundamental principles of this activity.

In general, the picture of the impact on the tourism sector can be presented in two versions:

1. Spontaneous development of tourism, on the principles of self-regulation.
2. Ensuring sustainable development of tourism through the activation and implementation of effective government regulation mechanisms.

Obviously, the second option is more correct and effective, when long-term planning at the national level is considered the most optimal, given that the tourism industry as a whole in Russia is not fully formed and may suffer greatly from “momentary” political considerations. For such development of the tourism sector, it is necessary to have a scientifically based organization of program-targeted management, appropriate staffing for the industry, etc.

The main factor in the development of any society is the availability of special means and methods for ensuring dynamic development, which, of course, is management. “A country may have all the resources for development, but the lack of an effective management system based on an intellectual strategy, a modern information and analytical base and means of communication automatically throws it into the category of backward countries in the world.”

In modern management practice, in order to determine guidelines for the activities of subjects of the management system, technologies of the program-target approach, which is due to the presence in management of problem situations characterized by significant uncertainty, both the goals of activity and possible options for achieving them, have become increasingly widely used in our country. The solution to such problems is carried out on the basis of an integrated approach through the development of appropriate programs. In this regard, the program-target approach is defined as a set of techniques and methods for coordinating goals, plan positions, and optimizing solutions with resources using a target program.

How is this approach implemented in the tourism sector? The experience and practice of various countries, numerous studies by scientists clearly indicate that the success of tourism development directly depends on how this industry is perceived at the state level and the extent to which it enjoys state support.

A large group of researchers recognize that tourism must be planned by government authorities, as well as local administrations and tourism organizations, in an integrated and coherent manner. It is the state that is given a priority role in the development of the tourism sector. The state is the only major investor in all possible tourism projects; the private sector can only partially participate in this process.

Today, unique management models in the tourism sector have been formed. Conventionally, they can be divided into three groups:

• Liberal - the complete absence of a central state tourism administration, and therefore tourism industry facilities operate on the principles of self-organization, in complete freedom and based on the principles of a market economy; applicable in conditions where there is no particular need for the development of tourism, tourism objects operate at a fairly high and efficient level without any special impact (for example, the USA);
• Authoritarian - provides for the presence of a strong and authoritative management structure that completely manages the tourism industry; used in those countries where tourism is the main source of revenue for the state budget (for example, Cyprus, Egypt);
• Democratic - provides for a separate management structure with an “economic” bias, within the framework of which issues of the tourism industry are resolved; are used in those regions and countries that are interested in the development of tourism and it is developing at a fairly high pace (for example, many countries in Western Europe).

And no matter what model of organizing the management system in tourism is used, state tourism development programs are always applied.

The income received by the state from tourism activities is also very impressive. The United States is the leader in attracting money from foreign tourists - the United States managed to earn $116.3 million from tourism last year, twice as much as the income from the tourism business received by Spain - $59.9 million. In third place in the ranking is France, whose tourism industry earned $53.8 million over the past year. Next came China - $48.5 million and Italy - $43 million. According to the World Tourism Organization, in 2011 the global tourism industry attracted $1 trillion 200 billion (including international passenger travel). Last year, the tourism market made a significant leap forward, surpassing the one trillion dollar revenue mark for the first time.

As for domestic tourism, data regarding income in this industry often varies. Here we can add the lack of clear statistical data on this issue. The publications talk about only 3% of GDP coming from tourism income in Russia.

In particular, Russia and its individual regions require closer attention to the problem of effective and comprehensive organization of the activities of government authorities to create tourist attractiveness. The tourism industry is a diversified complex, the functioning of which is regulated by various sections of law: civil, transport, land, tax, licensing, environmental, consumer protection, etc. Therefore, solving problems that impede the development of the industry requires the interaction of all levels of government, interdepartmental coordination, optimization and consolidation, the necessary resources for the development of tourism. The process of formation and development of the tourism industry as a significant sector of territorial specialization is currently impossible only through the use of existing market mechanisms without real support from the state.

The main directions of state activity in this regard are the following: organizing (creating incentives for tourism development), coordinating (coordinating the interests of market participants), informing (marketing the territory), controlling (ensuring rational use of resources and quality provision of services).

The program-target method makes it possible to solve the entire complex of existing problems in creating a competitive market for tourism services on the basis of interdepartmental coordination of the activities of executive authorities at all levels, tourism business, scientific and public organizations and other interested parties.

The main advantages of the program-target method are:

• implementation of a mechanism for state support of priority areas of tourism;
• management and coordination of the actions of program participants with the ability to analyze the effectiveness of the entire set of activities;
• ensuring the participation of public institutions in the formation of decisions on the design and creation of modern tourist complexes;
• consolidation of significant amounts of financial resources in certain priority areas of tourism development and, as a result, more rational use of budget funds.

Thus, we can conclude that today the process of forming the tourist attractiveness of countries and individual regions requires special development and justification. To increase the tourist attractiveness of the country and individual regions, it is important to take into account the basic principles of such activities, which include program-targeted management and social efficiency.

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Tourist attractiveness of the region: notion, content, major principles of development

The article is devoted to the study of the content essence of the regional tourist attractiveness. The author considers socio-managerial approach to the definition of the notion of tourist attractiveness. He highlights the peculiarities of modern activity of power bodies on regional tourist attractiveness development, emphasizes the most urgent problems in that sphere.

17:03 12.05.2018

Russian regions are preparing for the new tourist season

At the same time, not only traditional domestic health resorts and resorts are planning to welcome guests, but also those cities that until recently did not lay claim to the fame of a tourist mecca. The fact is that many saw high potential in the development of this area.

Construction of the Tula embankment. Photo from the site 1tulatv.ru

So, a memorandum on the formation of a tourism cluster was signed on Sakhalin. The document was signed by representatives of the regional Ministry of Sports, Tourism and Youth Policy, the Sakhalin Tourist Information Center, the Mountain Air Sports and Tourism Complex (STC), Aurora Airlines and Sakhalin State University.

In particular, the memorandum stipulates the need to create package tours for tourists who will arrive to Sakhalin not only from the Far East, but also from all over Russia. “A tourism cluster is an association of organizations providing services in the field of tourism. It includes small and large firms, constantly interact with each other and are located on a single territory within one region. Joint work is carried out both internally (travel within the country) and externally (travel abroad),” explained the press service of the regional government.

Previously, in the region, by decree of the Russian government of March 17, 2016, a tourist territory of priority development of the Mountain Air ASEZ was created.

Photo from the site eastern-vector.rf

To date, nine projects are being implemented here with an investment volume of over 12.6 billion rubles. The goal of the Mountain Air ASEZ is to create a modern all-season sports and tourism center on Sakhalin that meets the requirements of world standards.

The largest ski area in the Far East is located here - the total length of the ski slopes is 25 km. By 2021, it is planned to increase the number of ski slopes to 80 km, build six more cable cars and tourist infrastructure facilities - hotels, restaurants, shops, SPA complexes and so on.

We approached tourism development creatively in the Nizhny Novgorod region. Vyksa Metallurgical Plant (VMZ) plans to invest 1.1 billion rubles in the creation of an industrial tourist park in the city of Vyksa, Nizhny Novgorod region.

Photo from niann.ru

At the end of April 2018, the regional Ministry of Culture presented the concept of creating an industrial tourist park based on the Batashev industrial complex, which will become part of the tourism cluster being formed in Vyksa.

In addition to the historical and museum part, it is planned to place on the territory of the complex an office area with a tourism visitor center, a 3* class hotel, an area for cultural and leisure events, as well as mini-offices for small businesses and commercial areas where master classes will be held in pottery, artistic casting, drawing, embroidery, gingerbread baking and other folk arts and crafts.

A new item will appear on the “Gastronomic Map of Russia” in the near future - Mari El Republic. The senators discussed the development of the region's tourism industry with the head of the Federal Tourism Agency Oleg Safonov. The conversation was attended by senators from Mari El and the Kursk region Konstantin Kosachev and Valery Ryazansky and the head of the Ministry of Sports and Tourism of the republic Lydia Batyukava.

Photo from marimedia.ru

In particular, Kosachev supported the request of the republican leadership to include Mari El in the project "Gastronomic map of Russia". The senator recalled that the village of Shorunzha won the title “Cultural Capital of the Finno-Ugric World 2019” following the results of an international competition. According to Kosachev, this provides grounds for supporting the region as one of the centers of ethnotourism.

In the Tula region decided to attract tourists by opening new venues. The region is transforming literally before our eyes: construction continues on the embodiment of the dreams of Tula residents - the Tula embankment. Regional Governor Alexey Dyumin presented this large-scale project last summer and is actively monitoring the progress of work. For example, he recently personally participated in planting trees for an alley that will run along the embankment.

According to the authors' idea, the embankment, adjacent streets and the Tula Kremlin will become a single walking museum and tourist area. Metallistov Street will become the only pedestrian street in Tula. It will house a museum quarter. The total reconstruction area covers more than 20 hectares.

The embankment is gradually taking on new shape, but in the meantime, residents and guests of the region can visit the Octava Creative Industrial Cluster, which began operating at the end of April. This is an area with space for lectures and temporary exhibitions, a library and a Machine Tool Museum. The cluster was opened on the unused territory of an existing plant for the production of studio microphones and other electro-acoustic products. All three floors of the space have been reconstructed in a loft style. It should be noted that the plant itself did not stop its work - studio microphones produced by Octava are used by world stars of show business, for example, Sting, Marilyn Manson.

Another recreation area in Tula - Patriot Park - will open in the near future and will become a full-fledged branch of the park in Kubinka. The main idea of ​​the space is patriotic education, in particular, there will be two large complexes for family active recreation, children's playgrounds and cafes. According to Governor Alexey Dyumin, Patriot Park should become a center of family leisure.

The head of the region said that an exhibition of equipment will appear in the patriotic part. In winter there will be a 10-12 km track for skiers, in summer there will be a skate park. There will be a “Race of Heroes”, which is very popular now. The first stage of Patriot will be commissioned this coming summer. Industry experts are confident that the new project will attract the attention of residents throughout the country.

Previously, the analytical agency "TurStat" compiled domestic tourism rating the most popular regions of Russia among travelers at the end of 2017 and found that that year 3% more Russians traveled around the country than in 2016.

“56.5 million tourists traveled around Russia in 2017, which is 3% more than in 2016, and foreigners made 19 million inbound tourist trips to Russia in 9 months of 2017 according to inbound tourism statistics,” reported the “ TourState".

Chairman of the Board of the All-Russian Association of Tourists Roman Bobylev said that many Russians today prefer to vacation either in their native region or in a neighboring one. “The notorious weekend tours, when you can relax in the “close to home” format, are very common,” the expert explained. He also noted that individual regions are actively working towards the development of tourism: building hotels, improving transport infrastructure, and creating interesting routes.

Today, it seems important that many regions, even those that were not considered tourist destinations, are today actively developing this area. This approach solves several problems at once: the infrastructure in the territories is improved, many new facilities appear, and there is an influx of tourists.

As a result, regional budgets receive additional funds, which can later be used to improve the quality of life of people.