"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
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.
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The study analyzes the current state of the art of artistic enamel in Kazan in the early 20th century, which is a unique phenomenon. The relevance of studying, developing, and supporting artistic techniques and crafts that are historically associated with regions is one of the main tasks of modern history and cultural theory. Due to globalization and the spiritual and moral crisis of the individual, self-identification and a cultural code are necessary to awaken individuality and creativity. Hot enamel, which is used both as a type of decoration and as an independent art form, primarily as a stand-­alone art form, is an expressive and rather difficult technique to master. Considering the subject of this article, there are traditions in the history of Kazan hot enamel as a type of jewelry, where enamel is a component of jewelry. Considering the subject of the article, in the history of Kazan hot enamel, there are traditions of jewelry enamels, where enamel is a component of jewelry, and the tradition of pictorial enamels, where this technique is the basis of an independent artistic technique. Based on the identified archival sources, interviews with artists, exhibition materials and expert opinions, the leading representatives of the Kazan enamel school of the twentieth century were identified, the dynamics of development was analyzed, and an art criticism analysis of the works was given. The historical component of the subject is arranged chronologically. The result of the work is a conclusion about the formation of the original Kazan school of enamel, which continues to develop in difficult conditions, despite objective difficulties. The further development of enamel art requires a targeted measure of support from both the art communities and the state.
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.
The theater 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.
THE CHURCH OF THE HOLY IMAGE OF THE SAVIOR NOT MADE BY HANDS IN KLYAZMA AS THE “PEARL” OF THE NEO-RUSSIAN STYLE OF THE EARLY XX CENTURY CHURCH ARCHITECTURE
The article is devoted to the Savior Cathedral in Klyazma, Moscow region, as a monument of the neo-­Russian architecture style, probably the most underrated one of such temples built in the early XX century. This year, the temple celebrates the 110th anniversary of of construction and 20 years of consecration in the name of “the Holy Image of the Savior Not Made by Hands” after restoration. The article discusses the characteristic artistic solutions and differences from other temples built in the neo-­Russian style. The research topic is the Neo-­Russian style in the church architecture of the Art Nouveau era. The working hypothesis is that the Church of the Holy Image of the Savior Not Made by Hands in Klyazma is one of the best examples of the Neo-­Russian style in church architecture of the early XX century, both in terms of its aesthetic advantages (proportions, shaping, color solutions), inspiring with the Moscow architecture of the XIV–XVI centuries and in terms of an innovative approach to construction technologies as it is the first church in Russia built entirely of reinforced concrete. The main artistic technique of Art Nouveau architecture was stylization, which involved changing the proportions of the original source to enhance figurative expressiveness, including exaggerated forms, scale play, and hyperbolization which was used by the author of the temple sketch, S. I. Vashkov, but at the same time it was possible to achieve more harmonious proportions in comparison with other famous temples in the Neo-­Russian style. The unique temple individuality is given by an unusual vault and majolica panels made at the Butyrsky majolica factory “Abramtsevo” by S. I. Mamontov.
the Church of the Holy Image of the Savior Not Made by Hands in Klyazma
INFORMATION TECHNOLOGIES IN MUSEUM REGISTRATION AND STORAGE ACTIVITIES: REGIONAL EXPERIENCE
The article analyzes the implementation of information technologies in the registration and storage activities of museums in the Republic of Tatarstan. The subject of the study is the use of specialized software products and the formation of electronic catalogues of museum collections during the period 2002–2025. The aim is to comprehensively analyze regional informatization experience and evaluate the effectiveness of information systems. The research hypothesis suggests that systematic implementation of information technologies significantly improves the efficiency of registration and storage activities and ensures accessibility of museum collections for researchers and the public. The methodology includes analysis of archival documents, regulatory acts, publications by museum specialists, as well as examination of electronic catalogues and information systems. The results show that museum informatization in the republic went through three stages: preparatory (late 1990s), active implementation (2000–2010s), and integration into a unified information space (since 2010s). The scientific significance lies in the first systematization of regional experience in applying information technologies to museum registration and storage activities. Practical significance is determined by the possibility of using the results in developing informatization strategies for museums in other Russian regions. Key problems have been identified: insufficient funding, lack of qualified personnel, and the need for constant software updates. Development prospects are associated with completing electronic catalogue formation, expanding digitization of museum objects, and implementing artificial intelligence technologies and big data analysis.
THE ISSUE OF THE FOLK THEATRE DEVELOPMENT SPECIFICS IN THE RSFSR (ON THE EXAMPLE OF THE FAR EAST NATIONAL FOLK THEATRES)
Folk theatres are a phenomenon of the Soviet state cultural policy. Established in the 1950s, they were an important part of the Soviet theatrical life, significantly influencing the development of amateur art. As part of the implementation of the “Strategy for Cultural Policy of the Russian Federation,” a revival of these groups is currently underway, both in Russia and in the Far East. Folk theatres were not only Russian but also national. In the Far East region in the second half of the 20th century, two national folk theatres existed. They were the Jewish Folk Theater in Birobidzhan and the Nanai Folk Theater in the village of Naikhin. Their work reflected not only the specific nature of folk theatres but also the national flavor inherent in each performance. Thanks to talented directors and a well-chosen cast, the Jewish Folk Theatre survived until the early 1990s. The Nanai Folk Theatre, by contrast, lasted only a few years and was disbanded due to a lack of professional staff. Using a systematic approach, the authors analyze the development of national folk groups. A comparative approach allowed them to compare the specific organization and creative process of two national folk theaters in the Far East. The authors conclude that despite the different existence periods of both folk groups, they were able to introduce regional residents to the specifics of their national art and the work of national writers, becoming part of the region cultural space. Perhaps this is why the idea of ​​creating folk theatres is now being revived.
CREATIVITY OF THE LENINGRAD NEW THEATRE IN THE RUSSIAN FAR EAST DURING THE GREAT PATRIOTIC WAR
The article examines the peculiarities of the creative activity of the Leningrad New Theatre, which toured the Russian Far East from November 1940, but due to the outbreak of the Great Patriotic War had to stay in the region and continue its work until 1943. The analysis of the activities of this theater group during its work in the Far Eastern region from 1941 to1943 is being undertaken for the first time and is relevant because it reveals the specifics of the theatre activities in difficult war conditions, when the country’s creative teams faced the task of propagandizing the ideas of fighting fascism as the main enemy of humanity. The research purpose was to study the repertoire features of the Leningrad New Theatre in the period 1941–1943, as well as the activities of the theatre members in the common cause of the fight against the German invaders. To achieve this goal, the article authors analyzed the data for the period under study in the daily newspaper Pacific Star, which was published in Khabarovsk and still exists. This periodical particularly published articles covering the creative life of the Leningrad New Theater; critics and journalists wrote detailed articles about the performances, interviewed the director and the actors of this team. These materials made it possible to reveal the specifics of particular performances, as well as the specifics of the creative and socio-­political life of the Khabarovsk Territory during the period under study. The work uses an integrated approach that combines the source analysis of articles from periodicals. A systematic analysis has revealed positive features in the work of the Leningrad New Theatre, which toured the Far East during the Great Patriotic War. The authors come to the conclusion about the creative breakthrough that the team made due to a qualitative revision of the repertoire plans, as well as increasing in the performance number. Despite the short-term work in the region, the Leningrad New Theater was able to share its creative experience with theater groups in Khabarovsk, stimulated the creation of a Young Spectator Theater in the city, as well as a drama studio for training actors in theatre art.
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.
SOCIO-MORAL ORIENTATIONS IN THE LEISURE ACTIVITIES OF WORKERS IN THE LOWER VOLGA REGION IN THE MID‑1950s TO EARLY 1960s
The article briefly examines the concept of the “new Soviet man” as the foundation for shaping the leisure activities of the USSR population. It is shown that the value system enshrined in the Moral Code of the Builder of Communism did not propose fundamentally new ideas but rather served as a logical continuation and formalisation of an already established concept. Domestic and foreign literature is analysed to substantiate the relevance of studying the proposed topic. The aim of the study is a comprehensive examination of the mechanisms for transmitting the Soviet worldview through the cultural and leisure activities of the urban population of the Lower Volga region during the mid‑1950s‑1960s (using the examples of Stalingrad (Volgograd) and Astrakhan). Based on an analysis of the Moral Code of the Builder of Communism, three areas of leisure activities are identified: ideological-­patriotic, moral-­personal, and collectivist-­social. Drawing on archival data and periodicals, the key practices of organising free time are analysed, including lectures, themed evenings, excursion activities, and mass events organised by trade unions and the Komsomol. It is demonstrated that leisure during the period under study served as a tool for transmitting Soviet values, fostering the “new man”, and consolidating collectives.
The Moral Code of the Builder of Communism
METHODOLOGY OF CONTRACT TRANSLATION TEACHING TO UNIVERSITY STUDENTS: CHALLENGE AND RESPONSIBILITY OF EDUCATOR
This article is devoted to the analysis of the key methodological aspects of teaching Business English to university students emphasizing the translation of international commercial contracts. In the context of globalization and the expansion of international cooperation, proficiency in Business English becomes not only a competitive advantage but also a professional requirement for future specialists. Special attention is paid to the linguistic features of contract documents, among which the following ones are highlighted: the abundance of highly specialized legal and economic terminology, extensive use of abbreviations, clichés, phrasal verbs, as well as lexical units of formal style. The article provides specific examples of such linguistic units and demonstrates their influence on the contract structure and content. The author has developed a specialized practical manual titled “Language of Contracts” which includes tasks for comparing texts, analyzing vocabulary, working with case studies, and business games. These tasks contribute to the development of stable translation skills, a deep understanding of the structure and terminology of contracts, as well as fostering learning autonomy and conscious learning among students. It is emphasized that a teacher needs to combine a high level of linguistic and subject-­matter competence with a coaching approach aimed at developing students’ independence, motivation, and readiness for real professional challenges. The article also considers modern methodological innovations, such as a learner-­centered class and case study, which allow simulating business communication situations and developing in students the skills of teamwork, decision-­making, and intercultural communication.
translation and language of the contracts
THE CONTENT DISTRIBUTION EVOLUTION IN THE DIGITAL MEDIA ERA
This article examines the content distribution evolution in entertainment media in the context of digitalization. It analyzes the key transformation stages: the early internet era with its infrastructural limitations, the Web 2.0 era associated with the development of user-generated content and social media, and the current phase characterized by the dominance of streaming platforms such as Netflix, YouTube, and TikTok. It examines the impact of technological factors including the development of network infrastructure, data processing algorithms, and personalization systems on the speed, quality, and distribution models of media products. Particular attention is paid to the transformation of business models, the transition to subscription and hybrid monetization formats, and the sociocultural implications of digital distribution, including changing consumer practices and the formation of online communities. Contemporary challenges related to content overload, piracy, and the environmental costs of streaming consumption are highlighted. A conclusion is drawn about the complex nature of the digital transformation of the media sphere and its significance for the further industry development. The research novelty lies in its comprehensive analysis of the content distribution transformation in the context of digitalization, taking into account technological, economic, and sociocultural factors. The research focuses on the content distribution system in entertainment media, and the processes and mechanisms of its transformation in the digital environment.
SOCIAL NETWORK ROLE IN CREATING THE INFORMATION AGENDA
In the era of mass digitalization and the development of social media, the political space, previously almost entirely controlled by the media and the state, has undergone significant changes. The fragmentation of the information field and the lack of full control over the digital environment increasingly impact the public in the context of protest movements, leading not only to domestic political destabilization but also to the division of society into opposing, irreconcilable ideological camps. The information agenda has also undergone significant changes, and its formation is now the responsibility not only of media editors, political or economic actors, but also of opinion leaders. Any social media post, comment, or reaction from a popular blogger can spark a heated debate among their followers and draw attention to a specific event. Given the influencers’ lack of expertise on a number of issues, their statements and opinions are often subjective, not always accurate, or downright misleading. Therefore, in today’s digital world, it is important to be able to analyze information, resist the influence of popular figures, and master the process of fact-checking to form a more objective picture of the world. Consequently, this article analyzes the influence of social media and its actors on the formation of the political agenda, taking into account the challenges of the digital age. The authors highlight the key issues that underscore the article novelty. Firstly, the topic of agenda-­setting in social media has not been fully explored and is only limited in domestic academic discourse. Secondly, identifying the advantages of social media over traditional media and analyzing specific examples in the context of agenda-­setting and promotion is a new phenomenon in the academic community. Therefore, this article has theoretical and practical significance for research in the field of information interaction and social development. The main mechanisms that shape the modern information landscape are also highlighted.
THE 80TH ANNIVERSARY OF THE VICTORY OVER NAZI GERMANY IN THE ASSESSMENTS OF WESTERN HISTORIOGRAPHY AND SOCIO-POLITICAL THOUGHT
This article attempts to examine the current approaches that dominate Western historiography and socio-­political thought in assessing the victory of the anti-­Hitler coalition over German Nazism. Using the historical and cultural method, the author argues that significant changes have occurred in the West over the past two decades, leading to a shift away from previous assessments. Foreign researchers and the ruling political elite have been promoting a dogma that emphasizes the crucial role played by the United States and its close allies in defeating Nazism. In the countries of the European Union (EU), a large-­scale campaign has been launched to revise the history of World War II in favor of the geopolitical interests of the so-called “free world,” with a focus on downplaying the role of the Soviet Union in achieving victory over Nazi Germany. The author views the history of the war and Western researchers’ assessments of the USSR’s role in the victory as a phenomenon of politics and culture. Based on an analysis of foreign sources, as well as previously unpublished documents from the Central Archives of the Ministry of Defense of the Russian Federation (TsAMO), the article reveals the inconsistency and bias of Western historiography and socio-­political thought in their assessments of the USSR’s contribution to the defeat of Nazism. The paper provides a description of the double standards policy of the United States, England, France, and Poland in their relations with Germany and the Soviet Union in the 1930s and during World War II, a topic that remains taboo in Western historiography. The author concludes with specific conclusions and suggestions that could counteract the attempts of Western opponents to falsify the history of World War II.
ARTIFICIAL INTELLIGENCE AS A TOOL FOR IMPROVING MANAGEMENT EFFICIENCY IN THE TOURISM BUSINESS
In the context of unprecedented acceleration of technological processes and global digitalization of the economy, artificial intelligence is being transformed from an auxiliary tool into a strategic asset that determines the competitiveness of the tourism business. This article is devoted to a comprehensive study of the impact of AI technologies on the architecture of management processes in the tourism industry. The author argues that the introduction of intelligent systems goes beyond the simple automation of routine operations, initiating a fundamental restructuring of business models and organizational structures of the enterprise. The paper analyzes in detail four key vectors of transformation: increasing operational efficiency through deep robotization of processes, implementing strategies for hyper-­personalizing customer experience based on big data analysis, supporting strategic decisions through predictive analytics, and evolving the functionality and competencies of management personnel. The methodological basis is based on system analysis, comparative modeling and the study of best practices. Based on a systematic analysis of industry data and implementation cases for 2023–2025, it has been revealed that the maximum economic and organizational effect is achieved when forming a hybrid management model that provides synergy between the technological capabilities of algorithms and human capital. Special attention is paid to issues of ethics and risk minimization. The results of the study contain practical recommendations on the integration of AI solutions and can be used by the management of tourism enterprises to develop roadmaps for digitalization, modernize training systems and increase business sustainability in conditions of high market volatility. The materials of the article are useful for educational institutions and authorities. This approach has been proven to significantly increase key metrics, including return on investment and lifetime customer value. Implementation barriers and ways to overcome them are considered. The article also substantiates the need for continuous training of employees to work with new tools.
MENTOR AS A CULTURAL MEDIATOR: FROM THE TRANSMISSION OF TRADITIONAL VALUES TO THE FORMATION OF A NEW UNIVERSITY VALUE ENVIRONMENT
The article examines the phenomenon of mentoring in higher education as a cultural mechanism for the translation of traditional Russian spiritual and moral values and the formation of a new value environment of the university in a multicultural educational space. The relevance of the research is due to the implementation of the Decree of the President of the Russian Federation dated 09.11.2022 No. 809 on the approval of the Foundations of state Policy for the preservation and strengthening of traditional Russian spiritual and moral values and the constitutional agenda of the “multinational people” of the Russian Federation as the basis of statehood. The study presents a model of a mentor as a cultural mediator who implements the principle of “unity of diversity” through a dialogue of cultures, inclusive pedagogical practices and personal example. The methodological basis of the research is a cultural approach, in which the integration of theoretical (analysis of scientific papers on cultural studies, pedagogy, sociology) and empirical methods (survey of 500 students of universities of the Far East, in-depth interviews, observation, case study) allowed not only to substantiate the mentor model as a cultural mediator, but also experimentally confirm its effectiveness. The results of the sociological survey demonstrate the significant impact of mentoring on the formation of value orientations: understanding of traditional values increased from 42 % to 78 %, willingness to follow traditional values – ​from 38 % to 71 %, respect for cultural diversity – ​from 56 % to 89 %. The scientific novelty of the research lies in the development of a comprehensive mentor model as a cultural mediator, the integration of the regional component of the Far East as a cultural, value and educational resource, the introduction of the concept of “semantic coordination” in mentoring activities and empirical confirmation of the effectiveness of the developed model. The practical significance is determined by the possibility of introducing the mentor model as a translator of cultural values into the system of training and advanced training of mentors in higher educational institutions of the country.
THE TOURIST BRAND DESIGN POTENTIAL OF THE RUSSIAN EXPANDED GOLDEN RING
Creating a modern and relevant identity and tourist brand for a region is a key element of an advertising campaign to promote a new tourism service to consumers. This article describes the results of a brief analysis of landmarks in cities and towns in Russian Central Federal District, part of the extended Golden Ring, that are possessing high tourism potential. The territory own tourism brand increases its recognition and popularity. Design innovations, which have developed in recent decades, are gradually filling the gaps left by the absence of regional brands on the country map. The design potential and market capacity for design services are significant. Visual content created by designers for tourism markets and regions must be in demand by both businesses and government agencies. The lack of interaction between these two groups means that high-quality and attractive projects developed in recent years remain unimplemented. This work resulted in an empirical analysis of the regional potential for tourism development. The data presented in tables help to identify and structure landmarks as tourism resources for the brands of the researched regions. The research results can be applied in the courses that develop professional competencies in graphic design. The research materials and methods are based on the analysis of open internet data. The visual materials used in the article include patented trademarks of local industries and crafts, projects by professional design studios and students.
THE EVOLUTION OF TOURIST MAP DESIGN: FROM ANCIENT CARTOGRAPHIC IMAGES TO MODERN DESIGN SOLUTIONS
This article examines the development of maps and cartographic products through the lens of the most significant surviving artifacts. It outlines key trends in map design, from the earliest examples to contemporary solutions. The design of cartographic products is analyzed in terms of artistic and stylistic techniques, as well as the materials employed. The study provides a structured understanding of the relevance of map design approaches for contemporary users, taking into account historically conditioned artistic trends and their relationship to scientific and technological progress. The identification of the visual and practical value of graphic and content-­related techniques in the evolution of maps, from the standpoint of modern design, constitutes the main contribution and novelty of this research. The subject of the study is the stages in the development of tourist and other maps from antiquity to the present day. The research hypothesis is that changes in knowledge about the world lead to transformations in cartographic representations. The modern interpretation of tourist maps is grounded in extensive historical experience, and the incorporation of references to historical design solutions ensures a continuous and evolutionarily consistent line of development. The aim of the study is to examine the existing body of maps, analyze their material and structural characteristics, and identify key trends in their further development and practical application. The research methodology includes the analysis of academic and journalistic sources, as well as visual materials from open internet resources. The study is relevant to the design of contemporary cartographic, topographic, tourist, and game-related products, both custom-made and mass-produced, and is also intended for a general audience.
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.
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.