"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.
Russian State University of Tourism and Service
PEOPLE-CENTERED AND VALUE-BASED HEALTH SYSTEMS: MANAGERIAL SUSTAINABILITY AND PERFORMANCE MEASUREMENT
The article presents a conceptualization of people-­centred healthcare as a synthesis of the value-­based model (Value-­Based Healthcare) and the socially integrative approach to the organization of medical care. The theoretical part substantiates the multidimensional nature of the “value” category (allocative, technical, personal, societal) and compares it with the Russian five-component framework developed by the Centre for Health Assessment – ​community, criticality, control, sufficiency, and monitoring. Methodologically, the study demonstrates how the indicators PROMs, PREMs, QALY, and CUR are integrated into an aggregated index of system resilience through normalization and data weighting within the logic of a balanced scorecard approach. Based on regional data for 2019–2021, spatial differences in values were identified: stabilization of control and monitoring parameters, alignment of sufficiency values, and persistent high differentiation in criticality. It was found that regions with higher PROM scores show better CUR dynamics, reflecting the “value-­based” nature of improvements rather than a simple increase in service volumes. The practical significance of the study lies in the development of a comprehensive measurement framework for institutionalizing people-­centered metrics in Russian performance evaluation standards. Management tools such as HTA and MCDA are considered as mechanisms ensuring robust decision-­making under uncertainty. Prospects for further research include the digitalization of PROMs registries, the expansion of ICHOM indicator sets, and refinement of the sustainability index weights based on expert assessments and panel observations. Limitations are associated with the availability of comparable data and variability in PROMs collection methods; future directions include scaling digital platforms and improving weighting procedures through expert validation and longitudinal data analysis.
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A SYSTEMIC APPROACH TO MANAGING POLYCENTRIC CULTURAL AND TOURIST ROUTES
National cultural and tourist routes, such as the Golden Ring of Russia, demonstrate a pronounced spatial and seasonal imbalance in demand, which leads to an overload of infrastructure, degradation of cultural heritage and inefficient use of resources in conditions of decentralized management. The aim of this article is to develop and formalize an integrated conceptual model designed to solve systemic management problems which are common among complex, polycentric cultural and tourist route networks. The model aims to ensure dynamic optimization of resource allocation in temporal and spatial dimensions and increase economic efficiency, operational sustainability and socio-­ecological sustainability of network cultural destinations. The methodological basis of the research is an analytical synthesis of systems theory, tourism economics, and operations research to develop a cyclical management system. The proposed structure integrates modules for data aggregation, hierarchical synthesis of key performance indicators, hybrid SARIMA-machine learning forecasting, and multi-node, multi-­period resource optimization. The research result consists of developed four-module management system that provides continuous monitoring, forecasting and dynamic resource allocation to optimize economic, operational and socio-­environmental indicators within the cultural destination network. The proposed system lays the basis for data-driven strategic planning and sustainable resource management.
THE HISTORY OF DEVELOPING THE KHABAROVSK REGIONAL HOUSE OF FOLK ART AS A SOCIOCULTURAL INSTITUTION
This article examines the phenomenon of the Khabarovsk Regional House of Folk Art as a socio-­cultural institution, and defines this institution as an institutional form. A comparative analysis of the stages of formation, historical and socio-­cultural processes, allows us to identify the factors that led to the formation of a stable social structure aimed at regulating the interaction of participants in amateur art, masters of decorative and applied arts, folk crafts and creativity of the peoples inhabiting the region. In the context of studying the history of the institution, an analysis of interdepartmental relations has been carried out. Schematically presented types of interactions make it possible to determine the place in the structure of regional socio-­cultural institutions, as well as to assess the degree of impact on the processes of inculturation of the region in a specific historical period. It has been established that in the early years of its existence, the Khabarovsk Regional House of Folk Art was an institution duplicating the powers of related departments, and its establishment as a socio-­cultural institute took place in the 1950s. Subsequently, the House of Folk Art proved to be an institutional form capable of transforming and adapting to historical and cultural conditions, while maintaining and expanding its functionality. The result of the research is the creation of a model of the functioning of the House of Folk Art, which can be applied in the study of similar institutions in other regions. In addition, this material can be used in the practical activities of modern cultural institutions, in order to identify, on the basis of historically established forms, new types of interaction with the population of the region.
MAIN FUND ITEMS AS A RESOURCE IN MUSEUM WORK IN THE REPUBLIC OF TATARSTAN
The main funds are the key element of the entire structure of museum work. Being essentially carriers of information, the main funds stretch the thread from the past to the future through the present, allowing each generation to create its own interpretations of the events that took place. Thus, one of the most important functions of the museum is socialization, which means the transfer of experience from older generations to younger ones, finds its support in material carriers. It follows from this that the main museum funds are an important subject of research not only in museology, but also in such sciences as history, cultural studies, statistics, and sociology. The sections «Introduction» and «Literature Review» examine the historical aspects of museum funds and provide an overview of the literature on this topic. The section «Conclusion» summarizes the work carried out, identifies the reasons for the intensive development of the museum sector of the Republic of Tatarstan at the beginning of the 21st century. This study examines the phenomenon of museum collections using statistical data from the Republic of Tatarstan. The internal reporting forms of 8 NK museums were used for a period of more than 20 years – ​from 1999 to 2022. The dynamics of fund replenishment is shown for all types of museums – ​municipal, state, and museum reserves located on the territory of the republic. Reference points, which are data for 1999, 2015 and 2022, allow us to see the process in development and are the starting material for the subsequent problem analysis of main funds. For the first time, this work introduces statistical data on the museum main funds of the Republic of Tatarstan with preliminary conclusions into scientific circulation. The author considers the presented information as a basis for subsequent research.
FORMATION OF RELIGIOUS IDENTITY IN THE DIGITAL ECOSYSTEM WITHIN THE CHINESE CULTURAL WORLD
Religion in the Chinese cultural sphere has long functioned as an everyday grammar of conduct and a public archive of shared meanings, while digitalization has entered this landscape as both a solvent and a binder, loosening inherited patterns of ritual mediation even as it knits dispersed publics into new communities of practice. This article advances a theoretically grounded and empirically informed analysis of how digital infrastructures recompose religious life in contemporary China by reshaping practice, authority, and identity under conditions of platform governance and state regulation. Building on regional scholarship in digital religion and on studies that document the Chinese case across institutional, organizational, and public communication levels, the article proposes a triadic framework that links platform affordances, governance regimes, and traditions of moral cultivation as co-determinants of online religious forms, and it operates this framework through an applied protocol that can be used by researchers and religious organizations to audit and improve digital presence in ways that are both effective and compliant. By synthesizing insights on virtual temples, online pilgrimage, streamed sermons, and the algorithmic circulation of ritual content with documented patterns of organizational strategy and public engagement, the study shows that digitalization does not merely transfer religiosity to a new venue; it reorganizes visibility, temporality, and communal belonging, and it does so within a Chinese internet ecology that is simultaneously innovative and regulated. The article concludes that future trajectories will depend on negotiated balances among technological innovation, regulatory guidance, and the resilient creativity of believers, and that these balances will be worked out in the hybrid spaces where incense and interface mingle.
FLOWERS AS A GIFT: TOURIST PRACTICES IN MODERN ORTHODOX CHURCHES IN RUSSIA
The article addresses one of the widespread but under-­theorized religious practices of contemporary Russian Orthodoxy – ​the tradition of bringing flowers to churches and leaving them at icons and relics. This practice is considered as a form of gift exchange that is significant for religious life, parish economy, and tourist infrastructure. Based on field data collected between 2021 and 2025 in fifteen regions of Russia, the author demonstrates how the practice of “flower offering” varies depending on context and differs between rural and urban parishes, as well as between little-­visited churches and popular tourist and pilgrimage centers. The article describes the functions performed by flowers, which may serve as ordinary ornamentation, a personal gift to a saint, a votive offering, or an element of festive decoration. Special attention is paid to the role of church actors (priests and church workers), who act as moderators of this practice by setting rules for the placement, purchase, and disposal of flowers. It is concluded that, in the context of the development of religious tourism, flowers are becoming an important element of the symbolic economy of the church. They function not only as material evidence of veneration but also as commodities in church shops, as well as special symbolic resources – ​brandea (contact relics). Through the distribution of flowers consecrated by relics and icons (as in the Moscow Pokrovsky Monastery), sanctity is disseminated, which enhances the sacred status of the place and attracts pilgrims. The article shows that mass attendance and tourist activity are becoming key factors in the transformation of local religious cultures, prompting Orthodox actors to reconcile traditional forms of religiosity with contemporary socio-­economic realities.
ON THE ISSUE OF THE JEWISH THEATER REVIVAL IN THE RUSSIAN FAR EAST AT THE BEGINNING OF THE 21ST CENTURY
The significance of the topic of this study lies in the fact that since the creation of the Jewish Autonomous Region, various Jewish national collectives have successfully worked on its territory. However, due to political and economic reasons, they ceased to exist in the 1990s. As part of the implementation of the “Strategy of Cultural Policy of the Russian Federation” in the 2000s, the idea of reviving Jewish theatrical art in the Jewish Autonomous Region became relevant. However, the implementation of this idea had certain difficulties, which the author of the article dwells on.. The author of the article focuses on the processes of the emergence of Jewish theater groups in the region in the twentieth century, and speaks about their important role in the formation of the socio-­cultural space of the Far Eastern region. As a result, using a systematic method, the author conducted not only an analysis of the materials of the newspaper Birobidzhanskaya Zvezda, but also identified a number of problems regarding the possible revival of the Jewish theater on the territory of the EAO. After all, the importance of Jewish culture in the national autonomous region is the main factor in preserving this subject in the federal structure of Russia. However, the absence of a large contingent of representatives of the Jewish nation in the Jewish autonomy, due to their departure to Birobidzhan, the Kogalet theater cannot be fully considered a national Jewish theater, since the lack of performances in the Hebrew language makes it impossible to speak of this collective as a truly national theater.
THE PHENOMENON OF CROSS-DESIGN AND INTERCULTURAL COMMUNICATIONS AS A TOOL FOR DEVELOPING DOMESTIC DESIGN CULTURE
This article provides a systematic analysis of the phenomenon of cross-­design as a dynamic semiotic platform for intercultural communication, acting as a catalyst for transformational processes in Russia’s multi-­ethnic design culture against the backdrop of accelerated globalization, digitalization, and the post-pandemic challenges of 2025. The object of this study is Russian design culture as a socio-­cultural system with pronounced ethnic heterogeneity. Its inclusions include the axiological mechanisms of cross-­design, the transcultural synthesis of archetypal codes, local aesthetic paradigms, and the implementation of technological innovations and development principles. The aim of this work is to propose a conceptual model of the artistic image as a multi-­level semiotic matrix that articulates the semantic unity of forms, contents, and transcultural connections within a context of cultural polyphony. An examination of the multifactorial semantic code of cross-­design, integrating ethno-­landscape, climate-­resource, ideological-­political, and neurocognitive determinants of the intertextuality of stylistic practices. The practical value is manifested in the modeling of strategies for professional dialogue that calibrate local identity with transnational challenges. To summarize the hypothesis: the cross-­design strategy activates culturally determined innovations, balancing traditionalism and futurism in Russia’s multicultural 20th century.
THE POTENTIAL FOR THE DEVELOPMENT OF POPULAR SCIENCE TOURISM AT THE UDMURT STATE UNIVERSITY
Currently, popular science tourism is actively supported at the state level. The Concept of developing popular science tourism emphasizes the key role of higher education institutions in popularizing Russian scientific achievements through tourism programs. Domestic and foreign researchers note that universities and institutes can become attractive objects of display. Indeed, the scientific and research infrastructure of universities, including material, organizational, financial, informational and legal components, provides a wide variety of opportunities for amateur tourists and professional tourists, students and young scientists. Educational and scientific laboratories, public access centers, botanical gardens and arboretums, and museums allow tourists to see advanced scientific developments, participate in experiments, observations, and experiments. The student tourism development program assumes that higher education institutions will not only provide display facilities, but also accommodation facilities. Udmurt State University has significant potential for the development of popular science tourism – ​numerous laboratories of technical, natural science and humanitarian profile, a bio-geo-ecological station and a botanical garden, a scientific, educational and exhibition center, and a center for additive technologies of general access. The University has established cooperation with educational organizations in the region and conducts educational and career guidance tours and workshops for schoolchildren. A more active interaction of the university with travel companies will increase the flow of tourists and make their age group more diverse. Udmurt State University has all the necessary resources for further and more successful development of scientific and educational tourism.
, educational and scientific laboratories
DEVELOPMENT OF FAMILY TOURISM IN THE REPUBLIC OF CRIMEA. PROBLEMS AND PROSPECTS
This work is devoted to the current problems and prospects of family tourism development in the Russian Federation, in particular, in the «young» Republic of Crimea. The development of domestic tourism is one of the strategic objectives of the Russian state. Tourism is a universal tool for the social and economic development of society. According to most theorists and practitioners in the field of tourism, family travel, both domestic and international, is the most popular type of travel in the Russian market. Recently, there has been a positive trend in domestic travel among Russian families. This trend is due to the implementation of the National Project «Tourism and Hospitality Industry». The Crimean Peninsula is a leading destination for domestic tourists during the summer season. During the autumn and winter seasons, the number of tourists decreases significantly, which is a major challenge for this destination, which has enormous potential for family tourism throughout the year. The article highlights the significance of Crimea for the Russian people and the importance of preserving its history for future generations. It presents the main existing problems in the Republic of Crimea that hinder the development of family tourism and tourism in general, and offers practical recommendations for addressing these issues. The article describes the main attractions of the peninsula, which are cultural, educational, and tourist destinations that offer opportunities for year-round travel and are particularly appealing to families with children.
DEVELOPMENT OF ECOTOURISM IN THE CONTEXT OF BIODIVERSITY PRESERVATION
The article is devoted to a comprehensive study of the economic aspects of ecotourism development in the context of the tasks of preserving biological diversity. The relevance of the work is due to the increasing global anthropogenic pressure on ecosystems and the need to find sustainable management models that can generate economic benefits without undermining the ecological integrity of territories. The purpose of the study was to develop and substantiate a system of economic mechanisms and management decisions that allow for the harmonization of recreational activity with the requirements of nature preservation. The methodological base consists of an analysis of scientific literature, a comparative geographical method, a method of cognitive modeling of socio-­economic processes, as well as a scenario approach. The study analyzed various types of territories, from mountainous regions and border agglomerations to specially protected natural areas. The results showed that the effective development of ecotourism requires a transition from an extensive model to an intensive one based on the quality of services and a controlled flow of visitors. The key economic instruments were differentiated pricing, the creation of environmentally-­oriented clusters, the introduction of public-­private partnership mechanisms to finance infrastructure, as well as a system of compensation payments and investments in ecosystem restoration. Special attention is paid to the role of ecotourism in shaping environmental awareness, which transforms consumer demand and creates the basis for the long-term sustainability of the industry. Based on the analysis, practical recommendations have been formulated for improving regulatory regulation, stimulating responsible business, and building effective regional strategies that balance economic and environmental priorities.
GENDER FACTOR IN THE STRUCTURE OF THE GLOBAL TOURISM MARKET
The article is devoted to a comprehensive analysis of the gender component in the field of international tourism as a significant economic phenomenon. The relevance of the article is due to the growing influence of socio-­demographic factors on the formation of global tourist demand and the need to take them into account when developing strategies for the development of the industry. The purpose of the article is to identify and systematize economically significant gender differences in consumer behavior, decision-­making and risk perception in the international tourism market, as well as to assess their impact on the effectiveness of management models in this industry. The methodological basis of the research is based on methods of comparative and structural analysis, as well as a synthesis of theoretical principles of labor economics, behavioral economics and tourism management. In the course of the study, key vectors of differentiation of tourist preferences in the gender context were identified, the features of the formation of a tourist product were analyzed, taking into account gender specifics, and the consequences of gender asymmetry in the personnel of the management of the tourism industry were assessed. The results obtained indicate that the gender factor is a significant determinant of the economic indicators of the tourism business. Taking into account the revealed patterns makes it possible to increase the accuracy of marketing positioning, optimize risk management and ultimately strengthen the competitiveness of tourism enterprises and destinations in the international arena.
COMMUNICATION STRATEGIES FOR BUILDING TRUST AND LOYALTY OF SERVICE CONSUMERS IN THE DIGITAL ENVIRONMENT
In the context of digital transformation, communication has become a key factor in the sustainable development of service organizations. The intangible nature of services, the high level of consumer involvement, and the growing role of digital interaction channels necessitate a rethinking of communication strategies as instruments for building trust and long-term customer loyalty. The article discusses the theoretical foundations of service communication, analyzes the changes in communication processes under the influence of digitalization, summarizes the structural characteristics of trust-­oriented communication in the service sector, the communication mechanisms for forming consumer loyalty, the strategic directions for developing communications in the service sector, outlines the structural components of communication coherence, highlights the communication determinants of sustainability in situations of service failures, systematizes the elements of value-­oriented communication in service organizations, which allowed identifying the key mechanisms for building trust and loyalty in the conditions of omnichannel interaction. Special attention is paid to the issues of communication coherence, reputation risk management, interaction personalization, and value-­oriented aspects of service organizations’ communication policy. The authors suggest that a potential customer may consider formal advertising as a signal of low credibility, while aggregated reviews, discussion threads, and user-generated content are perceived as more reliable evidence. It is concluded that systematic, transparent, and ethically sound communication transforms from a production factor into a strategic resource that ensures competitive advantages and sustainability for service enterprises.
MONETIZATION MODELS AND REVENUE STRUCTURE OF ONLINE TRAVEL PLATFORMS: EMPIRICAL ANALYSIS
This study comprehensively examines the monetization models and revenue structures of online travel platforms (OTPs) operating in the global digital tourism market. The relevance of this research is driven by the rapid digitalization of the tourism industry and the need to understand revenue generation mechanisms in an increasingly competitive environment. Using a mixed methodological approach combining financial analysis of 45 major online travel agencies and platform operators with survey data from 380 tourism enterprises across various regions worldwide, the study identifies and systematizes five dominant monetization models: commission-­based, subscription-­based, freemium, marketplace, and hybrid. Each model possesses unique characteristics, advantages, and limitations. Quantitative analysis reveals that commission-­based models generate the highest average revenue per transaction (ARPT = $ 18.47), while subscription-­based models demonstrate superior customer lifetime value (CLV = $ 847), ensuring more stable and predictable cash flows. An econometric model using fixed-­effects panel regression shows that platform diversification (β = 0.412, p < 0.01) and technological integration (β = 0.298, p < 0.01) have a statistically significant positive impact on revenue sustainability. Industry development forecasts through 2028 suggest continued intensive growth of hybrid monetization models with an expected compound annual growth rate (CAGR) of 14.7 % for platforms successfully combining commission and subscription elements. Practical and managerial recommendations emphasize the critical importance of adaptive revenue generation strategies, customer-­centric value propositions, and continuous technological modernization in the dynamically evolving digital tourism ecosystem.
INCREASING TOURIST ATTRACTIVENESS THROUGH THE RE-CONCEPTUALIZATION OF RECREATION CENTERS INTO TOURIST ATTRACTIONS
This article is devoted to analyzing the potential for territorial development realized through the strategic repurposing of outdated recreational facilities (recreation centers) into modern and competitive tourist attractions. The author considers this process a key driver for increasing tourist flow and stimulating regional economic activity. The study systematizes the most promising types of tourism capable of ensuring sustainable demand: cultural and educational, gastronomic, event-­based, active (including sports and adventure), wellness, ecological (with a focus on deep immersion in nature), and family-­oriented recreation.The main content of the research is focused on the methodology for the comprehensive modernization of recreational complexes. The proposed model includes creating unique thematic concepts (such as eco-resorts, authentic ethnographic clusters, premium wellness and spa centers), radically updating the material and technical base and service standards, and achieving deep integration with local natural and historical-­cultural heritage. Special emphasis is also placed on the inextricable link between the commercial efficiency of projects and the principles of sustainable development and corporate social responsibility. It is argued that the ultimate goal of the transformations should be the formation of a high-quality recreational environment that not only meets the demands of tourists but also contributes to strengthening the health and improving the life quality of the local population, thereby ensuring the long-term sustainability of the territory’s development.
PRICING OPTIMIZATION OF SERVICES AND FACILITIES FOR TOURIST IN UGRA NATIONAL PARK
National parks play a key role in implementing sustainable territorial development goals, preserving natural and historical-­cultural heritage, and developing ecological tourism. The development of regulated tourism in national parks contributes not only to increasing the financial sustainability of these institutions, but also to the realization of their educational and recreational functions. However, many Russian national parks face a contradiction between the need to generate income for self-development and the requirement to fulfill the social mandate to provide affordable recreational services. Using Ugra National Park as a case study, a comprehensive analysis of the mechanisms and practice of pricing for tourist services was conducted, identifying key problems and bottlenecks in the current tariff policy. The research is based on the analysis of theoretical and methodological foundations for the functioning of national parks, the study of foreign experience in pricing within specially protected natural areas (US National Park Service, European parks, South Africa), as well as detailed analysis of the tourist potential and current pricing policy of Ugra Park. Directions for optimizing pricing are developed, including tariff differentiation by audience segments, development of new types of tourist services, and the introduction of a flexible, market-­oriented pricing strategy. The conclusions and recommendations of the work can be used by the administration of Ugra National Park and other protected natural areas to improve financial sustainability, competitiveness, and effective realization of their tourist and recreational potential and form an effective, modern, and balanced tariff policy in practice.
ARCHAEOLOGICAL SITES IN THE MOSCOW REGION AS A FACTOR IN THE DEVELOPMENT OF CULTURAL TOURISM
This article discusses the prospects and challenges of developing cultural and educational tourism in the Moscow region. Currently, there are over 6,400 historical and cultural heritage sites in the Moscow region. The region also has a significant number of archaeological sites that date back to the earliest periods of civilization. These sites provide insights into the earliest stages of human history, which are not documented in written records. They shed light on various aspects of culture, daily life, economy, technology, and the relationships of our distant ancestors with their neighbors. The article describes in detail the following interesting historical heritage sites of the region: the Lyalovskaya and Biserovskaya Neolithic sites, the Fatyanovskoye burial grounds of ancient people, the Dyakovskoye hillforts, the burials of representatives of the Vyatichi and Krivichi Slavic tribes, the feudal city of Perevitsk, mentioned in the ancient chronicles of 1389 as part of the Ryazan Principality, and other monuments. The article identifies the reasons why the acquaintance of tourists with the archaeological monuments of the Moscow region is not fully developed. Among the main reasons, the authors of the article mention: poor transport accessibility of the places where the archaeological monuments described in the article are located, insufficient development of tourist infrastructure (information and hotel) in such places, insufficient promotion of the tourist opportunities of the Moscow region in the Russian and international tourist markets, according to the authors of the article, many archaeological monuments, as well as historical and cultural heritage sites: churches, estates, are in poor condition and require serious restoration work. This material can be useful for employees in the tourism and excursion industries, as well as for anyone interested in the history of the Moscow region.
cultural and educational tourism, archaeological site, scientific expedition, Fatyanovskaya culture, Dyakov settlements, primitive human settlements, tools, jewelry, historical and cultural heritage sites
DEVELOPMENT OF TOURIST ATTRACTION IN PERESLAVL-ZALESSKY
. In the context of developing domestic and inbound tourism in the Russian Federation, increasing its share in GDP, which is in line with the national goal set by the President of the Russian Federation [7], and increasing the number of domestic tourist trips by 2 times per capita by 2035, which is in line with the Tourism Development Strategy [6], it is important to develop tourism in small historical cities and improve existing routes to meet modern challenges and opportunities for expanding the range of tourist services. At the same time, the development of tourism in small historical cities will, to some extent, prevent the outflow of young people to large cities, providing them with interest and jobs in tourism in their small homeland. There is also an interest for the local population that is not involved in tourism: the development of tourism contributes to the development of tourism infrastructure and improves the quality of life for the local population. The article will consider the city of Pereslavl-­Zalessky as a tourist attraction center from the perspective of its potential based on the existing tourism and recreational potential. Currently, the city is famous for its churches and cathedrals, Lake Pleshcheyevo, and is part of the “Great Golden Ring.” However, in order to distribute tourist flows, smooth out off-season periods, and attract a wider range of tourists to the city, the study will explore the city’s tourism potential and propose new areas for tourism development, such as film tourism, eco-tourism, industrial tourism, mystical tourism, and festival tourism, which complement each other in creating combined routes and attract a new target audience of tourists.
THE THEATRE IMPACT ON THE CULTURAL TOURISM DEVELOPMENT IN RUSSIA
The article researches the role of theatres in the development of cultural and educational tourism in Russia. The study analyses the relevance of theatre business and the characteristics of its audience. Innovative approaches to attracting consumers interested in theatres to cultural and educational tourism are considered. The main consumers of the theatre product are people, usually middle-aged and older, with higher education. Despite the development of innovations and the availability of an online product, theatre enthusiasts continue to actively attend performances and premieres, often traveling to other cities in order to attend a production by a certain director or enjoy the performance of a popular artist. Such trips form the basis of theatre tourism, covering such cultural centers as Moscow, St. Petersburg, Nizhny Novgorod, Yekaterinburg and Samara. The practice of organizing and holding theatre festivals, which are a point of attraction for tourists, has become widespread today. It should be noted such festivals as “Cherry Forest”, “Gavroche”. A large number of theatre performances are also held in open areas of cities during holidays and folk festivals. All these events are a kind of anchor for tourists. A new type of activity for theatres has become conducting excursions to the backstage area that allows tourists to look at the underside of their favourite theatres, immerse themselves in everyday rehearsal activities and get acquainted with the work of both actors and stage staff. At the moment, revenues from the creative industry make a significant contribution to the economy of individual regions, which allows us to conclude that the further development of theatre tourism has further prospects for the development and expansion of the audience.
BEHAVIORAL FACTORS IN THE CHOICE OF HOTEL BOOKING CHANNEL: THE INFLUENCE OF ONLINE TRAVEL AGENCIES PLATFORMS ON THE MODERN CONSUMER’S DECISION
The article analyzes current trends in the hotel services market that emerged after 2022, when hotel companies faced the need to choose the optimal ratio in sales channels through their own website or sales through Online Travel Agencies (hereinafter referred to as OTA). The changed sales environment, the reorientation in tourism to the markets of Southeast Asia and Africa, the increase in costs, etc. They led to the need to review established business models. The article considers the features of the promotion of hotel services, taking into account the peculiarities of consumer behavior of potential guests in modern conditions. The purpose of this article is to identify and analyze the key behavioral factors (trust, interface usability, habits, perceived risk, and loyalty programs) that influence the choice of hotel booking channel by modern consumers, with a focus on the impact of online travel agencies (OTA). The study examines the impact of customer preferences when choosing between booking through an OTA and direct booking on the hotel’s website. It analyzes the changes in consumer behavior following the withdrawal of international platforms such as Booking.com from the Russian market and the shift in preferences towards domestic OTAs (Ostrovok, Yandex Travel, etc.) and direct sales. To quantify the influence of consumer factors on the choice of hotel booking channels, TravelLine’s 2025 statistical data was analyzed using booking channel filters. To test the hypotheses about the influence of factors on the choice of the booking channel, binary logistic regression was used (OTA=1, hotel website=0), which included factors such as “trust”, “convenience”, and “loyalty”. The practical significance of the study lies in the development of recommendations for hotel management to optimize distribution channels and increase the competitiveness of their own website, taking into account the identified factors.
THE IMPACT OF MAJOR SPORTS PROJECTS ON TOURISM INFRASTRUCTURE DEVELOPMENT IN RUSSIAN REGIONS
This article analyzes the impact of sports mega-projects on domestic and inbound tourism development in the Russian Federation from 2013 to the present. It presents a comprehensive analysis of the transition from one-time image-­building sports events to the continuous use of their infrastructure and intangible heritage as one of the main tourism drivers. In the theoretical part of the article, the concepts that have been used to study the field of event tourism, occupying a stable niche in the tourism industry in recent decades, are analyzed. In the practical part, the key development stages of Russian event tourism with the XXVII World Summer Universiade in Kazan in 2013 as the starting point are examined in detail. This event laid the foundation for one of the key models of regional center development. The article also analyzes the experience of creating a year-round resort based on the legacy of the XXII Winter Olympic Games in Sochi in 2014, as well as the process of decentralizing tourist flows that began after the 2018 FIFA World Cup. The article pays special attention to the current stage, which began in 2022 against the background of the deterioration of Russia’s relations with Western countries and unprecedented sanctions pressure. At that time, the infrastructure created for sports megaprojects shifted to the domestic market and the countries of “the Global South”. The innovative “Games of the Future” tournament, the BRICS Summit and the World Youth Festival demonstrate its high adaptability. It is concluded that in modern realities, megaprojects have finally lost their exclusively image-­based character, turning into a pragmatic and sustainable state planning tool that ensures long-term economic growth and the sovereignty of the country tourist map. The article also examines the effects and main trends of influencing media consumption and promoting sports media content on tourism development in regions hosting major sports events.
CURRENT PROBLEMS AND OPPORTUNITIES FOR DEVELOPING UNIVERSITY MUSEUMS
This article examines the current challenges, which modern university museums are facing with, hindering the development of these cultural institutions. It provides an overview of key theoretical approaches to global and Russian university museum development. A classification of university museum practices and their specific geographic locations is proposed: Europe, America, Asia, and Australia. Best practices at Russian university museums are described by federal district. The legal aspects of university museum status as a cultural entity are outlined. The key objectives of museums at modern universities, including their involvement in marketing, are described. The role of museums in internal and external university communications, where museums become integral and key players in corporate culture, is explored. The article examines the museum organizational position within the university structure, funding issues, and related challenges. The authors also pay attention to the problem of specialized personnel. Using the Museum of the Financial University under the Government of the Russian Federation as an example, the educational, upbringing, and outreach role of university-type museums in student development and research is examined. Recognizing the new realities, the authors describe the need for museums to actively engage in patriotic education of young people, not only through educational events but also through the initiation of new tour programs and exhibition-type projects. They also emphasize the importance of using museum collections and spaces to enhance scientific, research, and project work.
Features of the mutual influence of Chinese painting and music in the process of historical development
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.
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
The role of artificial intelligence and multilingual communication in the digital re-actualization of architectural heritage
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.
architectural heritage, digital re-actualization, artificial intelligence, multilingual communication, urban semiotics, culture, curation, translingualism
The tourism future of Russian regions: socio-cultural and innovative development preconditions
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.
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
Cultural and civilizational foundations of Russian-Chinese technological partnership
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.
Russian-­Chinese cooperation, technological sovereignty, civilizational approach, cultural codes, scientific and technical policy, catch-up modernization, strategic autonomy, public administration, Eurasian integration, geopolitics
Strategies of anti-crisis communications in the conditions of the “cancel culture”: comparative analysis of practices in the Hollywood and Russian film industry
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.
communications, media communications, cancel culture, anti-crisis communications, anti-crisis PR, film industry, Russian cinema, corporate cancel, public opinion, digital environment
Individualization of sound culture in post-tonal music for string viola
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.
string viola, musical culture, post-tonal music, modern composers, technological innovations, artificial intelligence, timbre, sound, individualization
The embodiment of the Vs. Meyerhold’s system in the work of the Chinese TRAM (Vladivostok)
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.
Chinese Theater of Working Youth, Vs. Meyerhold, propaganda theater, synthetic theater, artistic eclecticism
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.
material religion, hierotopia, pilgrimage, tourist practices, attractor, shrine, infrastructure facility, gift exchange