Servis plus
type: channel
description: "Service PLUS" is a peer-reviewed online scientific journal dedicated to exploring current issues in the theory, history, and methodology of service culture. We publish scholarly works from the humanities that examine topics including cultural tourism, service provision, and related fields such as service geography and museum studies. The journal aims to contribute to a comprehensive understanding of service delivery within the evolving landscape of cultural services.
publisher: Russian State University of Tourism and Service
language: en
publication name: Servis plus
issn: 1993-7768
items: Features of the mutual influence of Chinese painting and music in the process of historical development
items: The role of artificial intelligence and multilingual communication in the digital re-actualization of architectural heritage
items: The tourism future of Russian regions: socio-cultural and innovative development preconditions
items: Cultural and civilizational foundations of Russian-Chinese technological partnership
items: Strategies of anti-crisis communications in the conditions of the “cancel culture”: comparative analysis of practices in the Hollywood and Russian film industry
items: Individualization of sound culture in post-tonal music for string viola
items: The embodiment of the Vs. Meyerhold’s system in the work of the Chinese TRAM (Vladivostok)
items: The church space and tourist practices
items: Integration of cultural codes into the youth active tourism infrastructure: tools for hotel positioning and destination development
items: System of visual identification of tourist brands in graduate student research papers (case study of Russian State University of Tourism and Service)
items: Model of organization and development of family tourism in the Russian Federation (on the example of the Republic of Crimea)
items: Opportunities of the Yalta city district (Republic of Crimea) for developing family cultural and learning tourism
items: Increasing the tourist potential of national parks in modern conditions
items: Prospects for ski tourism development in modern economic conditions
items: The impact of geopolitical factors on developing international tourism
items: Digitalizing tour operator activities in the Uzbekistan regions: assessment of the implementation level and regional disparities
items: Regional differentiation of tour operator activity in Uzbekistan: comparative analysis of the tourism clusters of Samarkand, Bukhara and Khiva
items: Outbound tourism: Nice as the most Russian city of France
items: Thematic calendar as a tool for cultural programming of restaurant service
items: Effective mechanisms for managing specially protected areas in the Ural region

Features of the mutual influence of Chinese painting and music in the process of historical development
type: item
description: During the period of deep transformation of Chinese society and culture in modern times (since 1911), painting and music, as important artistic forms, demonstrated intertwining trajectories of development. The movements «Shanghai School of Painting» (海上画派) and «school songs» (学堂乐歌), which arose from the late XIX to 1920s. centered in Shanghai, are a striking case of such interdisciplinary interaction. The purpose of this study is to study the characteristic features of the relationship and mutual influence of Chinese painting and music in the process of their development in the specified period, as well as to analyze general sociocultural reasons and specific manifestations of their interaction. The object of research is the interaction of Chinese painting and music from the end of the 19th century to the 1920s. The subject of research is the features of Chinese painting and music in their relationship. A number of methods were used in the work, including theoretical analysis and comparative studies, which made it possible to identify the features of the general historical background, as well as the urban cultural space, which led to the development of painting and music in the period under consideration. Features of the concepts of «synthesis of Chinese and Western» and «combination of refinement with general availability» are revealed. The study shows that the development of the Shanghai School of Painting and «school songs» jointly passed a key stage of breakthrough from the traditional framework to the active synthesis of Chinese and Western art language.
subject: Culture and civilization
  topic: section
subject: school songs (学堂乐歌), shanghai school of painting (haipai) (海上画派), synthesis of chinese and western (中西融合), chinese art, history of chinese art
  topic: keywords
creator: Ch. Cheng
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 191
ending page: 200
doi: 10.22412/2413-693X-2026-20-2-191-200

The role of artificial intelligence and multilingual communication in the digital re-actualization of architectural heritage
type: item
description: Architectural heritage persists as a dense archive of civic memory, identity, and dispute, even when the political cartography surrounding it alters rapidly and unpredictably. Recent fragmentation in geopolitical regimes has reshaped platform infrastructures, attenuated international collaboration, and amplified the volatility of public narratives. Within this context, artificial intelligence and multilingual communication have become decisive mediations in the renewed presentation and interpretation of built heritage. The present study examines digital re-actualization as a cultural practice that reattaches historical form to contemporary meaning through algorithmic curation, computational perception, and cross-­linguistic narration. The analysis synthesizes scholarship in digital heritage, urban semiotics and memory, platform governance, AI methods in heritage, linguistic landscape and translingualism pedagogy, and ethical critiques of data colonialism. It advances a framework that treats AI outputs as interpretive proposals subject to communal correction. Methodological attention falls on interface reading, comparative platform observation, and classroom-­based interventions in which learners act as co-curators across languages. Case vignettes from global cities elucidate recurring tensions between democratization and extraction, visibility and erasure, completion and honest loss, fluency and local texture. Findings highlight design principles for multilingual curation, transparency in recommendation logics, and participatory governance capable of sustaining cultural memory under pressure. The article concludes with pedagogical and institutional guidelines for ethical, AI-supported heritage work that defends plural narration and cultivates civic literacy in the presence of powerful technical systems.
subject: Culture and civilization
  topic: section
subject: architectural heritage, digital re-actualization, artificial intelligence, multilingual communication, urban semiotics, culture, curation, translingualism
  topic: keywords
creator: A.A. Tufanova
creator: O.V. Kobzeva
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 182
ending page: 190
doi: 10.22412/2413-693X-2026-20-2-182-190

The tourism future of Russian regions: socio-cultural and innovative development preconditions
type: item
description: The article examines the sociocultural and innovative prerequisites for the tourism development of Russian regions, which is related to the strategic task of forming the national unity of the peoples of the Russian Federation in the context of increasing internal risks and external challenges. The article focuses on the multi-­purpose nature of tourism activities, which contribute to the cohesion of the Russian people and the solution of both strategic and regional tasks. The article analyzes the theoretical and methodological approaches to innovative development in regional tourism and proposes recommendations for the prospective development and gradual implementation of a regional model of tourism activities, which is related to the territorial, natural-­climatic, cultural-­linguistic, and ethno-­religious features of the tourist and recreational destination, as well as to the pursuit of technological sovereignty and technological leadership. Based on the results of a comprehensive study of the tourism practices of Russian regions in the context of socio-­cultural and innovative development, the authors substantiate the tourism future of Russian regions. The study of theoretical and methodological approaches to innovative development in regional tourism allows us to conclude that a harmonious synthesis of the “smart specialization” approach for selecting technological priorities, a cluster model for organizing cooperation, and Agile and design thinking methodologies for rapid prototyping and innovation implementation based on the principles of sustainable tourism development is promising. Applied research requires an interdisciplinary approach that combines classical economic theories with modern methods of analyzing digital transformation and ecosystem management, with a mandatory focus on the specifics of tourism in Russian regions in the past, present, and future.
subject: Culture and civilization
  topic: section
subject:
  topic: keywords
  value: tourism, region, Russia, development, future, tourist and recreational destination, sociocultural prerequisites, innovative prerequisites, culture, national unity, regional tourism model, management, technological sovereignty, technological leadership, national cultural heritage, tourist, traveler, risks, challenges, security
creator: О.В. Лысикова
creator: N.P. Lysikova
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 174
ending page: 181
doi: 10.22412/2413-693X-2026-20-2-174-181

Cultural and civilizational foundations of Russian-Chinese technological partnership
type: item
description: The article is devoted to the study of deep cultural and civilizational prerequisites that shape the specifics and trajectory of technological cooperation between the Russian Federation and the People’s Republic of China. The relevance of the article is due to the strategic nature of bilateral relations, which is shifting towards joint scientific and technological development, and the need to understand non-monetary factors that ensure the stability of this partnership in the context of geopolitical turbulence. The purpose of the study is to deconstruct the implicit values and worldviews that define the approaches of the parties to issues of sovereignty, innovation and long-term cooperation. The methodological basis of the work consists of comparative analysis, principles of the civilizational approach, content analysis of strategic documents and expert discourses. As a result of the conducted research, key historical and cultural archetypes have been identified that contribute to the convergence of Moscow and Beijing’s positions in the technological sphere and include a common experience of catching up with modernization, the priority of collective welfare and strategic autonomy, as well as similar models of interaction between the state and the scientific community. At the same time, the existing differences in pragmatism and speed of decision-­making are analyzed, which can act both as complementary factors and as sources of systemic counteraction. The article’s conclusions indicate that the emerging Russian-­Chinese technological partnership is not just a set of joint projects, but an emerging model of an alternative sociotechnical reality based on complementary civilizational codes.
subject: Culture and civilization
  topic: section
subject:
  topic: keywords
  value: Russian-­Chinese cooperation, technological sovereignty, civilizational approach, cultural codes, scientific and technical policy, catch-up modernization, strategic autonomy, public administration, Eurasian integration, geopolitics
creator: K.A. Lebedev
creator: A.R. Danilevich
creator: G.G. Shavshishvili
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 166
ending page: 173
doi: 10.22412/2413-693X-2026-20-2-166-173

Strategies of anti-crisis communications in the conditions of the “cancel culture”: comparative analysis of practices in the Hollywood and Russian film industry
type: item
description: In the modern digital age, when any information spreads very quickly, reputation and image become fragile and valuable assets, especially for the mass industry such as cinema. Cinema is a high-budget, emotionally involved industry and depends on image, especially in the face of “cancel”. The article provides a comparative analysis of anti-crisis communication strategies in the context of the phenomenon of “cancel culture” in the Hollywood and Russian film industries. The author reveals the concept and features of the phenomenon as a modern socio-­media phenomenon, emphasizing its global and repeated nature. Based on specific cases, the study reveals fundamental differences between the Western and Russian models of crises and their management mechanisms. The study found that crisis PR in Hollywood is focused on public dialogue and requires quick, comprehensive, and honest responses. In contrast, Russia’s “corporate cancel” model emphasizes the role of government and corporate structures rather than mass movements, which affects crisis communication strategies that prioritize loyalty and adaptation to solutions. The authors conclude that the effectiveness of an anti-crisis strategy depends on understanding the specifics of the sociocultural and media context. The Internet and social networks serve as a platform for new media, which are less subject to censorship by editors and authors, but which instantly scale the phenomenon of canceling.
subject: Culture and civilization
  topic: section
subject: communications, media communications, cancel culture, anti-crisis communications, anti-crisis PR, film industry, Russian cinema, corporate cancel, public opinion, digital environment
  topic: keywords
creator: E.E. Konovalova
creator: O.N. Makusheva
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 156
ending page: 165
doi: 10.22412/2413-693X-2026-20-2-156-165

Individualization of sound culture in post-tonal music for string viola
type: item
description: In this study, the author examines viola music of the second half of the 20th century and its development through the prism of sound culture, in the context of post-tonal music. This work is relevant due to the need to understand the performance of contemporary music, in which traditional harmonic and melodic structures are being abandoned, and musicians are reinterpreting famous compositions. Post-tonal music reveals new opportunities for composers to experiment. The string viola plays a significant role in this process, as it possesses a rich, unique timbre and a palette of expressive means with which the musician can express the composer’s vision. The aim of this study is to identify the sonic characteristics of contemporary viola music, to define its role in creating a unique sound space, and to convey, through timbral colors, the emotional content of post-tonal music. The methods of scientific research include analysis, comparison, and synthesis. The article analyzes musical works of the 20th century, in which the role of the string viola is important in creating figurative concepts of the modern world. The materials in this article will be useful for performing musicians, students of music colleges and conservatories, composers, and anyone interested in post-tonal music and the role of the string viola within it. This work contributes to a deep understanding of contemporary trends in musical culture and can serve as a basis for further research in this area.
subject: Culture and civilization
  topic: section
subject: string viola, musical culture, post-tonal music, modern composers, technological innovations, artificial intelligence, timbre, sound, individualization
  topic: keywords
creator: Yu.V. Ilyina
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 147
ending page: 155
doi: 10.22412/2413-693X-2026-20-2-147-155

The embodiment of the Vs. Meyerhold’s system in the work of the Chinese TRAM (Vladivostok)
type: item
description: As part of the development of modern theatrical art, there are processes of directors searching for their own methods and techniques. A similar phenomenon was typical in the 1920s, when the classical methods of staging were replaced by innovative propaganda art that required radically new approaches. Many theaters of the country actively interacted with each other during that period of time, thanks to the creative competitions and Olympiads held. The experience gained through this collaboration could become important for modern directing, which explains the relevance of the presented material. The article reveals the specifics of the interaction of the Vs theater. Meyerhold with the Chinese Theater of Working Youth, established in the 1930s in the Russian Far East. By highlighting the features of the directing of the Chinese theater group, in which the methodology of the theater is different. Meyerhold received its development, as it relied on the traditional techniques of Chinese classical theater. Thus, the aircraft system itself became the object of research. Meyerhold, and the subject of her interpretation on the stage of the Chinese Theater of Vladivostok. Using a systematic method, the author analyzes the features of creative interaction between two unique theater groups of the Soviet state. It should be noted that this analysis was undertaken for the first time, since in view of the liquidation of the Chinese Tramway and the Theater of the Armed Forces. In the late 1930s, the contacts between these collectives were forgotten. But in the author’s opinion, their analysis allows us to show possible “points of contact” between Russian and Chinese theatrical art, to reveal how the traditional features of one national theater can be embodied on the stage of another. This is the great, unifying power of art.
subject: Culture and civilization
  topic: section
subject: Chinese Theater of Working Youth, Vs. Meyerhold, propaganda theater, synthetic theater, artistic eclecticism
  topic: keywords
creator: S.Yu. Gamaley
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 138
ending page: 146
doi: 10.22412/2413-693X-2026-20-2-138-146

The church space and tourist practices
type: item
description: The article is devoted to the analysis of how the sacred space is formed in modern Orthodox churches. The authors show that this process is often focused not only on church parishioners, but also on much broader social circles: pilgrims, organized tour groups, and occasional visitors. The research focuses on the process of creating a unique church hierotopia through the accumulation of unusual relics and infrastructure facilities. They can act as powerful cultural attractions that involve not only believers, but also secular tourists. The object of research, therefore, is the current practices of creating hierotopia (sacred space) in Russian Orthodox churches, specifically the church objects that play the role of tourist attractions. The aim is to demonstrate how the space and infrastructure of Orthodox churches are changing in the 21st century under the influence of tourism practices. Using a specific example – ​the miraculous Icon of the All–Merciful Savior from the town of Tutaev and the practice of ritual passage through a special “healing manhole” organized around it – ​the authors show how a religious relic transforms into a multifunctional object. For believers, it remains a shrine to which they turn with prayer and which participates in the practices of the appropriation of grace. For tourists, the same actions can turn into an element of the excursion program, akin to tossing a coin or making a wish at the sights. The attractiveness of such a multifunctional shrine influenced the replication of the image and the practices associated with it, and their reproduction in a new context: in 2008, a copy of the image with a similar “healing hole” was created in the Cathedral of St. Alexander Nevsky in Nizhny Novgorod. This “transfer” demonstrates that the strategy of constructing a unique church environment is now being consciously used by Orthodox actors for many purposes, including to attract a wide range of people and build a church economy.
subject: Culture and civilization
  topic: section
subject: material religion, hierotopia, pilgrimage, tourist practices, attractor, shrine, infrastructure facility, gift exchange
  topic: keywords
creator: D.I. Antonov
creator: A.I. Zavyalova
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 127
ending page: 137
doi: 10.22412/2413-693X-2026-20-2-127-137

Integration of cultural codes into the youth active tourism infrastructure: tools for hotel positioning and destination development
type: item
description: 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 touris…
subject: Culture and civilization
  topic: section
subject: ultural code, active tourism, youth tourism, hotel enterprise, positioning, destination, age differentiation, promotion tools
  topic: keywords
creator: E.V. Agamirova
creator: P.A. Boytsova
creator: M.D. Grishkina
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 113
ending page: 126
doi: 10.22412/2413-693X-2026-20-2-113-126

System of visual identification of tourist brands in graduate student research papers (case study of Russian State University of Tourism and Service)
type: item
description: The article presents research on the system of visual identification of tourist brands in the final qualifying works of students of the Higher School of Design at RGUTIS (Russian state university of tourism and service), based on the design concepts they have created. The article emphasizes the role of communication processes in graphic design and the effective transmission of visual information. The article explores the specific features of designing elements of a corporate identity to create a design product meeting modern requirements in graduation papers.The object of the study is the visual identification of tourism company brands.The study examines the corporate identity elements in the presented thesis papers in order to assess a tourist site identification. The research topic is the assessment of constructing a visual identification system in the thesis papers of students from the Higher School of Design in Russian State University for Tourism and Service, as well as the development of a visual brand image concept for a tourism and hospitality company using elements of corporate identity. The study analyzes the requirements for constructing a tourism company brand. It also assesses the creation of a tourism product by graduates from a communicative point of view.The article focuses on various customer categories in the tourism sector and their impact on brand creation. It emphasizes the importance of conducting research on the characteristics of tourist sites, studying the history of the region, and understanding local traditions and customs when completing graduation projects by students at the Higher School of Design. The article findings have practical value in developing a tourism brand visual image, particularly in applying compositional techniques in creating logos and posters in graphic design.
subject: Education, upbringing and enlightenment
  topic: section
subject: graphic design, corporate identity, visual identification, brand, tourism, communication, tourism product, logo
  topic: keywords
creator: E.E. Nemchinova
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 101
ending page: 112
doi: 10.22412/2413-693X-2026-20-2-101-112

Model of organization and development of family tourism in the Russian Federation (on the example of the Republic of Crimea)
type: item
description: The article discusses the theoretical aspects of family tourism organization and the prospects for its development in the Russian Federation (using the Republic of Crimea as an example), and proposes a model for developing family tourism to assess its economic impact on the region. The purpose of the study is to argue and form a model for the organization and development of family tourism as a promising area for Russian regions. The relevance of this topic is due to the fact that the government is currently allocating funds to create infrastructure for family tourism, and the national standard of the Russian Federation, GOST R “Tourism and Related Services. Accommodation Facilities. General Requirements for the Organization of Family Vacations,” is currently being discussed and approved. The object of the study is family tourism and the systematization of theoretical aspects to enhance the competitiveness of this type of tourism in the Russian Federation. The subject of this research is a model for organizing and developing family tourism in our country’s tourist areas. The scientific novelty of the work lies in the fact that this document allows us to show the importance of this type of tourism for tourism activities, systematize certain theoretical aspects of the organization of family tourism, and the authors will also make assumptions about the modeling of family tourism on the example of the Republic of Crimea. In order to achieve the goal, we studied the regulatory legal acts governing tourism activities in the Russian Federation, analyzed scientific literature and publications by authors on this topic, and used online sources with relevant information and official statistical data. The work also used the method of social media analytics.
subject: Education, upbringing and enlightenment
  topic: section
subject: tourism, territory modeling, domestic tourism, family tourism, family leisure, travel, sustainable development, social efficiency, Republic of Crimea
  topic: keywords
creator: O.M. Lukerina
creator: D.D. Makarovа
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 87
ending page: 100
doi: 10.22412/2413-693X-2026-20-2-87-100

Opportunities of the Yalta city district (Republic of Crimea) for developing family cultural and learning tourism
type: item
description: The development of all types of domestic tourism is the main objective of the National Project «Tourism and Hospitality Industry» [1, 11]. Family tourism occupies a special place in the domestic tourism market. More and more often, families choose to travel together for leisure activities. These are usually short trips to neighboring regions, which are carried out on weekends or holidays. During school vacations, trips become longer, and families travel to regions far from home and abroad. Family tours to the Republic of Crimea during the summer season are particularly popular among Russian citizens. The peninsula is rich in seaside resorts, which contribute to the development of beach tourism during the swimming season. Crimea is not only about the sea and the sun, but also offers endless opportunities for family cultural and educational tourism, which can be enjoyed throughout the year. This study presents the objects of cultural and educational tourism in the Big Yalta tourist destination, which is popular during the summer season, and can serve as an addition or alternative to family leisure activities in the Republic of Crimea. The development of family cultural and educational tourism in Big Yalta will contribute to an increase in travel during the autumn and winter seasons, which will have a positive impact on the socio-­economic situation of this summer resort.
subject: Education, upbringing and enlightenment
  topic: section
subject: tourism, domestic tourism, family tourism, cultural and educational tourism, excursion, Yalta, Republic of Crimea
  topic: keywords
creator: O.M. Lukerina
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 78
ending page: 86
doi: 10.22412/2413-693X-2026-20-2-78-86

Increasing the tourist potential of national parks in modern conditions
type: item
description: The article is devoted to a comprehensive analysis of the possibilities and tools for increasing the tourist attractiveness of national parks as key elements of the natural and recreational framework of the state. The relevance of the study is due to the growing demand for domestic and ecological tourism, the need to diversify regional economies, as well as the need for effective management models of specially protected natural areas that balance the tasks of biodiversity conservation and recreational use. The aim of the work is to develop a multi-­level system of measures aimed at improving the tourism potential of national parks through infrastructure modernization, the introduction of modern management practices and the activation of marketing communications. The methodological basis was formed by methods of comparative, structural and system analysis, which made it possible to compare Russian and foreign experience, identify institutional constraints and identify growth points. The study analyzes current trends, including the digital transformation of services, the development of educational tourism and the use of public-­private partnership mechanisms. Special attention is paid to the specifics of the positioning of national parks, where ecological value and authenticity are becoming key competitive advantages. Based on the synthesis of theoretical provisions and practical cases, recommendations have been formulated to improve the regulatory framework, introduce a cluster approach in management and create integrated tourism products capable of ensuring a steady flow of visitors, increasing the contribution of specially protected natural areas to the socio-­economic development of adjacent territories and the formation of an ecological culture of society.
subject: Education, upbringing and enlightenment
  topic: section
subject: national parks, tourism potential, sustainable tourism, digitalization, public-­private partnership, environmental marketing, domestic tourism, recreational infrastructure, regional development
  topic: keywords
creator: O.E. Lebedeva
creator: D.K. Leshcheva
creator: В.С. Егорова
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 70
ending page: 77
doi: 10.22412/2413-693X-2026-20-2-70-77

Prospects for ski tourism development in modern economic conditions
type: item
description: The article is devoted to a comprehensive analysis of the prospects for the development of ski tourism as a significant segment of the global and national tourism industry. The relevance of the study is determined by the growing demand for active recreation, the need for import substitution in the field of travel services and the potential of mountainous regions for sustainable socio-­economic growth. The purpose of the article was to identify key trends, barriers and strategic vectors for the development of ski destinations based on the integration of theoretical approaches and the analysis of practical cases. The methodological basis consists of methods of comparative, structural and situational analysis, expert assessments, as well as the study of statistical data and regulatory legal acts. The study systematized the main economic growth drivers of the ski sector, which include the diversification of the tourist product, the development of an all-season infrastructure and the active use of public-­private partnership mechanisms. The institutional and infrastructural constraints, such as pronounced seasonality, high capital intensity of projects, shortage of qualified personnel and the need to take care of mountain ecosystems, are considered in detail. Particular attention is paid to issues of competitiveness and management aspects, including the importance of the cluster approach and optimization of intra-­industry interactions. Based on the synthesis of the obtained results, practical recommendations are formulated aimed at reducing seasonal dependence, increasing investment attractiveness and forming integrated tourist and recreational products that contribute to the long-term and balanced development of mountainous territories.
subject: Education, upbringing and enlightenment
  topic: section
subject: ski tourism, tourist destination, tourism economics, seasonality, investments, infrastructure, public-­private partnership, sustainable development, regional economy, competitiveness management
  topic: keywords
creator: O.E. Lebedeva
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 62
ending page: 69
doi: 10.22412/2413-693X-2026-20-2-62-69

The impact of geopolitical factors on developing international tourism
type: item
description: In the modern world, international tourism acts not only as an important sector of the global economy, but also as an area subject to the influence of various external forces, among which geopolitical factors occupy a special place. These factors, including political conflicts, sanctions regimes, diplomatic tensions, and changes in international relations, can radically change tourist flows, investment flows, and industry development strategies. The study showed that geopolitical instability often leads to a decrease in the attractiveness of regions for travelers, causing a redistribution of routes in favor of more peaceful territories. For example, in the context of escalating tensions between countries, tourists prefer to avoid risk zones, which affects income from tourism and employment in the service sector. On the other hand, improved diplomatic ties can stimulate the growth of inbound tourism by simplifying visa procedures and joint promotional campaigns. The paper analyzes the mechanisms of this impact, including econometric models and case studies from different regions of the world. Special attention is paid to the role of the state in minimizing negative effects through market diversification and increasing the sustainability of the industry. The results emphasize that in the era of globalization, geopolitics not only limits, but also opens up new opportunities for tourism, contributing to the regionalization of flows and the development of alternative destinations. In general, understanding these relationships allowed us to offer recommendations to the tourism business aimed at ensuring long-term growth of the sector even in conditions of uncertainty.
subject: Education, upbringing and enlightenment
  topic: section
subject: geopolitical factors, international tourism, political instability, diplomatic relations, sanctions, tourist flows, economic consequences, regionalization, investments
  topic: keywords
creator: K.A. Lebedev
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 54
ending page: 61
doi: 10.22412/2413-693X-2026-20-2-54-61

Digitalizing tour operator activities in the Uzbekistan regions: assessment of the implementation level and regional disparities
type: item
description: This study provides a comprehensive analysis of the digitalization level of tour operator activities across the regions of Uzbekistan, identifying significant disparities between the capital and peripheral markets. The relevance of this research is driven by the strategic objectives of developing the country’s tourism industry and the need to bridge the digital divide between regions amid the accelerated digital transformation of the economy. Using a mixed methodological approach that includes statistical analysis of data from 247 licensed tour operators and a sociological survey of 520 tourism business representatives from all regions of the republic, the study reveals substantial differences in the level of adoption and utilization of digital technologies between the capital and peripheral territories. Quantitative analysis demonstrates that Tashkent exhibits the highest digital maturity index (DMI = 0.74), while peripheral regions lag significantly behind: Khorezm region – ​0.41, Surkhandarya region – ​0.38. This disparity is explained by the uneven distribution of infrastructural resources, differences in access to high-speed internet, and varying levels of workforce qualification. An econometric model using fixed-­effects panel regression shows that internet penetration rate (β = 0.412, p < 0.01), investment in IT infrastructure (β = 0.287, p < 0.01), and digital literacy of personnel (β = 0.234, p < 0.01) have a statistically significant positive impact on the effectiveness of tour operators’ digital transformation. Based on the findings, practical recommendations have been developed to accelerate the digital transformation of the tourism industry, taking into account the planned launch of the Unified National Tourism Platform in 2026, aimed at reducing interregional digital inequality and enhancing the competitiveness of Uzbekistan’s tourism product in the international market.
subject: Education, upbringing and enlightenment
  topic: section
subject: tourism digitalization, tour operator activities, digital divide, online platforms, booking systems, regional disparities, “Digital Uzbekistan – ​2030”
  topic: keywords
creator: Sh.Kh. Kadirova
creator: T.N. Lustina
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 47
ending page: 53
doi: 10.22412/2413-693X-2026-20-2-47-53

Regional differentiation of tour operator activity in Uzbekistan: comparative analysis of the tourism clusters of Samarkand, Bukhara and Khiva
type: item
description: This study conducts a comprehensive comparative analysis of tour operator activities in three major tourism clusters of Uzbekistan: Samarkand, Bukhara, and Khiva. The relevance of this work is driven by the need to identify the competitive advantages of each cluster and develop differentiated strategies for tourism industry development within the context of implementing the state tourism development program. A mixed methodological approach, incorporating statistical analysis of data from 185 licensed tour operators and a sociological survey of 420 tourism business representatives, revealed significant differences in the structure, specialization, operational models, and efficiency of tour operator activities across the studied regions. Quantitative analysis demonstrates that Samarkand holds a dominant position with 42.7 % of the total number of tour operators, serving the largest tourist flow due to its well-developed transport infrastructure and status as the cultural capital. Bukhara exhibits the greatest diversification of tourism services, offering a wide range of products from cultural to gastronomic tourism. Khiva has successfully specialized in the niche of cultural-­historical tourism, positioning itself as a unique open-air museum. An econometric model using fixed-­effects panel regression shows that infrastructure availability (β = 0.387, p < 0.01) and transport accessibility (β = 0.312, p < 0.01) have a statistically significant substantial impact on the efficiency of tour operator activities and the volume of tourist flow served. Development forecasts through 2028 indicate that Samarkand will maintain its leading position in the country’s tourism industry, while an accelerated growth of the tour operator sector in Khiva is expected (CAGR 18.4 %), driven by the active development of hotel infrastructure and the launch of high-speed rail service. Practical recommendations are aimed at strengthening inter-­cluster cooperation and establishing a unified tour…
subject: Education, upbringing and enlightenment
  topic: section
subject: tour operator activities, regional differentiation, tourist clusters, Samarkand, Bukhara, Khiva, Great Silk Road, cultural tourism, UNESCO
  topic: keywords
creator: Sh.Kh. Kadirova
creator: T.N. Lustina
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 40
ending page: 46
doi: 10.22412/2413-693X-2026-20-2-40-46

Outbound tourism: Nice as the most Russian city of France
type: item
description: The article contains the analysis of the history of Nice, a resort city on the French Riviera that has attracted the Russian elite since the middle of the 19th century and eventually gained a reputation as “the most Russian city of France”. The Russians made a huge contribution to the development of Nice: they built magnificent buildings, created beautiful parks, and transformed the city through their generous philanthropy. For the Russian imperial family and many of their compatriots, this corner of the Côte d’Azur became not just a second home, but a true paradise on earth, where the Russian soul found peace and inspiration. The attractiveness of the hotels for tourists is still supported by the mention of the Grand Dukes staying there, which is a kind of quality mark. There is a Russian Colony Museum in Nice. The city still demonstrates its close connection with Russian history by naming boulevards and streets after the heirs of the Russian throne. The study focuses on the process of becoming Nice as a popular tourist destination, highlighting the key role of the Russian aristocracy in turning a modest seaside settlement into a prestigious resort attracting European nobility. The geopolitical situation and a number of factors, including economic challenges, visa difficulties, inconvenient flights, and manifestations of Russophobia, have led to a decrease in the number of tourists visiting Nice, a city with deep historical ties to Russian emigration. The authors analyze these reasons and notes that despite these barriers and objective difficulties, Russian tourists still have an interest in this French city. “Russian” Nice continues to attract Russian travelers.
subject: Education, upbringing and enlightenment
  topic: section
subject: Russian Nice, outbound tourism, Russian aristocracy in France, cultural and educational tourism
  topic: keywords
creator: M.G. Gazilov
creator: M.R. Gozalova
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 32
ending page: 39
doi: 10.22412/2413-693X-2026-20-2-777

Thematic calendar as a tool for cultural programming of restaurant service
type: item
description: The article examines the restaurant thematic calendar as an instrument of cultural programming of the service environment in the context of the experience economy and the transformation of consumer behavior. The relevance of the study is determined by the shift in restaurant service from functional characteristics toward the creation of an integrated, emotionally and culturally enriched consumer and brand experience, as well as by the insufficient development of systemic approaches to organizing restaurant event activities over time. The purpose of the study is to provide a theoretical justification and conceptual development of an authorial model of a restaurant thematic calendar aimed at creating a memorable and reproducible service experience. The methodological framework is based on service studies and experience economy concepts, as well as a cultural approach to interpreting restaurant service as a form of cultural practice. The research employs methods of analysis, synthesis, systemic and comparative analysis, and modeling. The study demonstrates that thematization of restaurant service based on cultural dominants (visual arts, music, literature, and wine culture) makes it possible to structure event activities, enhance the emotional and cognitive engagement of visitors, and increase the communicative potential of the service space. The proposed thematic calendar model ensures the integration of gastronomic, event-­based, and multisensory practices into a unified, manageable system for shaping consumer experience. The scientific novelty of the study lies in the conceptualization of the restaurant thematic calendar as a tool for cultural programming of the service environment and in the development of an authorial model that integrates thematization, multisensory design, and eventfulness into a logically structured temporal framework. The practical significance of the research is associated with the possibility of applying the results in restaurant management,…
subject: Education, upbringing and enlightenment
  topic: section
subject: thematic calendar; restaurant service; experience economy; cultural programming; service experience; brand experience; event marketing
  topic: keywords
creator: N.A. Bugaets
creator: D.D. Makarovа
creator: D.V. Mikhlyaeva
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 14
ending page: 31
doi: 10.22412/2413-693X-2026-20-2-14-31

Effective mechanisms for managing specially protected areas in the Ural region
type: item
description: This article analyzes effective mechanisms for managing protected areas, focusing on creating a unified ecological network for biodiversity conservation and sustainable development. The article highlights the key benefits of implementing a public-­private partnership model: attracting private investment, improving management quality, developing tourism infrastructure, and promoting protected areas. It also examines the risks associated with environmental violations, legal uncertainty, and lack of business interest in long-term projects. Based on an analysis of successful public-­private partnership examples in the Urals, including projects in the Taganay and Zyuratkul national parks and the Denezhkin Kamen state nature reserve, recommendations are offered for improving partnership mechanisms. These include developing a legal framework, implementing environmental standards for private partners, strengthening government oversight, and promoting protected areas as ecotourism destinations. The article’s conclusions emphasize the need for an integrated approach to managing specially protected areas in the Urals to ensure their environmental sustainability, the region’s socioeconomic development, and the preservation of its natural heritage for future generations.
subject: Education, upbringing and enlightenment
  topic: section
subject: protected areas, public-­private partnerships, the Urals, sustainable development, ecotourism, natural heritage
  topic: keywords
creator: M.E. Belomestnova
creator: A.V. Mentusov
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-sa/4.0
date: 2026-03-31
publication date: 2026-03-31
starting page: 3
ending page: 13
doi: 10.22412/2413-693X-2026-20-2-3-13