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Abstract
Subject of the research is the tools for integrating cultural codes of destinations into the infrastructure of accommodation facilities used in youth active tourism. The aim of the work is to identify effective ways of positioning a hotel enterprise through the integration of cultural codes into the infrastructure of youth active tourism, taking into account the age-specific characteristics of the target audience. The research hypothesis assumes the existence of differences in the perception of cultural codes and tools for their integration among younger schoolchildren, adolescents, and older adolescents participating in active tourism programs. Methodology. The study was a cross-sectional descriptive study using a quantitative data collection method (questionnaire survey). The sample consisted of 63 respondents aged 7 to 17 years who had tourism experience in three destinations in Central Russia: Veliky Novgorod (fairy-tale heroic code), Pereslavl-Zalessky (mythological-natural code), Myshkin (playful brand code). Results and their significance. It was found that mythological codes associated with natural objects have universal appeal for all age groups, while fairy-tale heroic and brand codes sharply lose significance when transitioning to the older group. A regular dynamics of preference shift was revealed from directive-organized and reproductive activity formats among younger schoolchildren to autonomous, representative, and digital formats among older adolescents. The scientific contribution of the work lies in the empirical substantiation of the need for a differentiated approach to designing hotel infrastructure for the youth contingent in the active tourism segment. Application area. The results can be used in designing hotel products and active tourism programs for youth audiences, in the activities of tour operators and accommodation facilities focused on organized school groups, and for developing promotion strategies for hotel enterprises and tourist destinations targeting youth audiences. Limitations and prospects. The limitations of the study are related to the small sample size and geographical localization of the destinations. Directions for future research include expanding the geographical base and including additional types of destinations.
References
Список источников
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