MANAGERIAL PERSPECTIVES AND EFFECTS OF SUSTAINABLE TOURISM FROM STRATEGIC MANAGEMENT PERSPECTIVES

INTRODUCTION

The generally acknowledged problem of in­adequate concretization of the sustainable tour­ism paradigm, its low level of operationalization and instrumentalization in the context of manag­ing tourism systems of various levels has become a widely recognized problem over the last years.

The concepts of "sustainable tour­ism", "responsible tourism" and "social­ly responsible tourism" are used as close synonyms in this paper. The concept of sustainable tourism can be considered a relatively well-established and recogniz­able common term, which is applicable to the general paradigm associated with the management of all economic, sociocultural and eco-system effects and the effects of tourism development (Fig. 1).

According to the concept of "enlight­ened mass tourism" by D. Weaver, [Weav­er D., 2012], in the early 2000s the dialectical consensus - the synthesis of the best that exists in the extreme concepts of the preceding periods began to develop. On the one hand, a traditional mass tourism of the 1960s-1970s, when region­al economic development was at a high pace and also negative sociocultural, economic and environmental consequences increased equally rapidly, but the latter remained outside the focus of attention. On the other hand, according to the conglomeration of alterna­tive types of tourism [Weaver D., 2014], which developed in the 1980s and 1990s, the main consumers must be conscious individuals who are attracted by alternative ecotourism and volunteer work. However, it is already clear that consumers of ecotourism will not rescue nor culture, neither ecosystem or lo­cal communities economic paradigm from the "asphalt roll" of mass tourism. The enlightenment of all those who are related to tourism in general gives better results than originally supposed skeptics. This applies both to the general socio-cultural aware­ness and to the consumer's daily behavior (for example, they are willing to pay for the service if the requirements of ecology are respected and the cultural authenticity of a place attractive to tourists is preserved) and business models of companies op­erating in the sphere of tourism, up to the application of" green «management.

The descriptive approach, with the emphasis on the concept of sustainable tourism (in broad sense), is still prevailing. The crisis situation resulted in the fact that in the 1990s and 2000s a lot of publications came out, in which the authors attempted to understand what sustainable tourism was - an inclusive alterna­tive to mass tourism or a marketing trick to attract responsible tourists with a broad outlook [Lansing P., De Vries P., 2007]. This kind of criticism is not quite adequate due to the fact that during the last decade sustainable tourism is perceived as a new mod­el for the development of mass tourism, which does not involve confrontation with the common practice. This model provides some flexibility, attention to limitations in the use of resources and socio-cultural context.

The generalization and classification of applied special prob­lem areas and characteristic phe-nomena of sustainable tourism are useful for demonstration of a powerful arsenal that can be in-volved in the strategic management of the tourism industry. Managers, mediators, analysts and researchers of the tourism and hospitality industry will receive a focused management in- terpreta-tion of the main factors, typical problems of sustainable tourism effects development due to sys-tematization and classi­fication.

On the basis of the literature on these issues, typical problem situations, models and approaches related to ensuring the sus­tainability of development in the tourism and hospitality industry are identified and examined. The issues of management and the effects of sustainable tourism re-ceived conceptual coverage pri­marily in the Journal of Sustainable Tourism, the leading publi- ca-tion not only in the field of responsible and sustainable tour­ism, but also in international tourism researches. There are many practical illustrative examples relating to management practices in different industries and different geographic areas in this jour­nal. Tourism Management Journal focus on management issues in the tourism sector. These two publications contain about half of the proceedings relating to sustainable tourism management.

THE EVOLUTION OF RESEARCH TRENDS IN THE FIELD OF SUSTAINABLE TOURISM DEVELOPMENT

This paper deals with the periodization of the research focus shift in the paradigm of sus-tainable tourism, as well as the sys­tematization of the main and additional effects in the man-age- ment of sustainable tourism with reference to the main literary sources are presented in Table. 1-3. According to the table 1, the research initially focused on ethical issues, educational issues and possible alternatives to mass tourism. Gradually, the sustain­able tourism management issues became primary.

CLASSIFICATION OF SUSTAINABLE TOURISM MANAGEMENT PROBLEMS

More than 50 basic private problems of sustainable tourism have been identified (Table 2) on basis of literature review and practice of regulators in the field of tourism sustainable devel­opment at the national, regional and municipal levels. The attri­bution of some problems to a group may lead to a discussion. In some cases, the intersection is obvious in meaning, so the distri­bution is made according to the predominant attribute. The pre­sented table does not claim completeness.

INTERCONNECTION OF SUSTAINABLE DEVELOPMENT AND COMPETITIVENESS

Thanks to the sustainability and accountability paradigm, it is possible to find the unique ad-vantages of a specific place faster and more effectively in order to ensure its competitiveness in the tourism market. For the same purpose, it should be recog­nized that responsibility and sus-tainability are more productive assets than obligations. In such case, the sustainable tourism im-plies the existence of long-term competitive advantages, in­novations, multiplicative effects, the uniqueness of the tourist offer, the innovative environment, and additional motivation for solvent consumers. It is only in recent times, the need for greater stability of development, the best varie-ty of tourism types, in­tra-industry and inter-industry synergy, consulting, professional­ization of personnel, value systems of corporate culture, etc. was showed in professional books, while all this provides a concept of sustainable development. As a result, the positive outcomes must strengthen each other and themselves become more stable at the industry level as a whole (Fig. 2). So the more positive out­come is expressed and the less negative outcome aspects from the standpoint of sustainable tourism, the more favorable its im­pact on competitiveness.

OUTCOMES SYSTEMIZATION OF SUSTAINABLE TOURISM DEVELOPMENT

Well-structured and representative classification of multipli­cative and synergistic outcomes of the regional recreational-tour­ist cluster was developed by Z. I. Sozieva [2009]. The fullness of the business environment development (self-organization and adaptation), operational synergy, investment synergism, network effects and diffusion of knowledge are especially important for the long-term sustainability of the tourist complex. This matrix is a very successful conceptual synthesis, but it is necessary to discuss the eoutcome and more concrete effects of sustainable tourism. The nature, mechanisms of action, the effectiveness of these outcomes are detailed in tourism researches of foreign scintists. We tried to systematize them in tabl. 3, 4. The effects are divided into basic, generally recognized, relevant to the sus­tainable development of the tourism industry, and additional, the interpretation of which can be different.

By no means all effects can be uniquely accepted, but they have a very important cognitive value and make the paradigm of sustainable tourism more acceptable to all stakeholders. It's no exaggeration to say that many of these effects are inspired by re­flections, comparisons, arguments, debates and further research: both conceptual and situational.

CURRENT ISSUES SUSTAINABLE TOURISM MANAGEMENT IN RUSSIA

Recently, the efficiency of public-private partnership mech­anisms in the tourism and hospitality indus-try, the role of state authorities of the RF subjects, local governments in the sphere of tourism, the pro-vision of additional guarantees to investors by regional and federal authorities, the use of regional budgets for co-financing and etc are analyzed more often in the domestic literature. [Anzorova S.R, Fedochukova S. G., 2016; Jura S.E., Smirnova I. G., 2018] .Nevertheless, there are still systemic is­sues of sustainable tourism development in Russia, which reflect the extreme lack of a systematic approach to the development of sustainable tourism in the context of managing complex tourism systems.

Issue I. In the Federal Target Program (FPP) "Development of Inside and Incoming Tourism in the Russian Federation (2011 - 2018) " there is no detailed mapping of approaches to the devel­opment of sustainable tourism and mechanisms for the imple­mentation of best practices, there are only abstract slogans in the deliberately blurred formulation [Decree, 2011]. For example, referring to the strategy and goals of sustainable development of the destinations, the following is stated: "Creating conditions for improving the quality of Russian citizens’ life through the devel­opment of recreation and tourism infrastructure; creation of ad­ditional workplaces; the solution of a number of important social problems related to satisfying the needs of various categories of Russian citizens in active and proper rest, strengthening health and attaching to cultural values, as well as patriotic education of the younger gen-eration of the country ". A detailed compari­son of the provisions and indicators of FTP efficiency on the one hand, and the criteria of the Global Council for Sustainable De­velopment and the criteria for the assessment of sustainable tour­ism of the Assembly of European Regions - on the other Tourism Sustainability Examination, 2010], shows how poorly reflected groups of sustainable tourism devel-opment problems, and even basic indicators are absent. [Rassokhina Т. V., Sesyolkin A. I., [2013]].

Issue 2. The goals of sustainable development are mentioned even less frequently in the re-gional programs and strategies of tourism development, projects of tourist and techno-economic clus-ters.he mention of the sustainability paradigm is extremely rare. There are no separate conceptual sec-tions devoted to the sustainability of development in the programs, strategies, and design documenta-tion of clusters. There are also no specialized organizational coordination structures (councils, com-missions, committees). Foreign best practices of regulatory practice at the level of councils on tourism and development of territories, re­gional tourist communities, organizations involved in the mar­keting of territories, companies acting as intermediaries between congress organizers and the city, where in the past five or seven years quite often appeared individual commissions and commit­tees on sustainable tourism development in Russia, is not yet known. In fact, not even the principles and values of sus-tainable tourism are declared. The above mentioned disadvantages are noted with regard to the crea-tion of not only tourist clusters, but also autotourist clusters, where, obviously, there is a specificity of ensuring sustainable development.

Issue 3. There is no understanding of the possibilities of using the cultural context in the devel-opment of tourist areas. It would be useful for many regions and municipalities to develop models for integrating the cultural context while routing through territo­ries, where tourist interest objects are re-moved from each other and there is no linking infrastructure. Such studies are relevant due to the fact that there is a need to create stable tourist flows to single objects of cultural and historical value, in those places where infrastructure is only beginning to develop and there are no secondary objects of display. The value of a productive cul­turological approach is in the development of the poor tourism territories infrastructure as a system-forming basis for the devel­opment of a concentrically developing model of tourist territory initial development. Studies at the intersection of the humanities, geography [Mitin TI., 2012] and the development of tourism in Russia are only now emerging. The number and quality of such research and workings in Russia, unfortunately, are still at a low level, and this seems to be the most important factor crippling the development of cultural and educational tourism.

Issue 4. The purposeful modeling of the attraction sites for activating flows to the regions of Russia is sometimes called "ar­tificial motivation" [Agamirova E.V., Agamirova E.V., 2015]. The ex-perience of recent years has shown that that this is not only a key aspect of the tourism industry inno-vation, but also an important parameter of responsible and sustainable development of the territory, since tourist flows are projected according to the principles of distribution and diversification, do not cause social tension.

Redevelopment of urban industrial areas is a very actual spe­cial case of creation and/or addi-tion of artificial attraction, more precisely the search for optimal combinations of cultural-histori­cal monuments and innovative interpretations and the formation of a city environment.

Creative clusters are a new type of public space, one of the most interesting and even in some ways the nodal themes of the development of sustainable tourism in Russia, which is so far underesti-mated [Fjerar V.A., 2016].The first art-clusters ap­peared in 2005-2010. The most vivid and significant example is the "Krasny Oktyabr " in Moscow. But only in recent years, art spaces have become perceived as promising places, which can be visited by both Russian and foreign tourists. This is especially true under conditions of general economic stagnation and satura­tion of the commercial real estate market.

Issue 5. Consulting in the field of tourism is at the inception stage and now it develops in the hotel business. At the same time, consulting is a very important factor in ensuring the long-term sus-tainability of the tourism and hospitality industry, as it usu­ally appears at the stage of cluster develop-ment (when there is a need for professional expertise and business processes and a solvent demand for such services). Consulting is developed by professionals who are capable of strategic and conceptual coun­seling at the stage of business design, optimization of individu­al business processes within the framework of qualified service management services (PSOM) [Brandon-Jones A., Lewis M., Verma Ret al., 2016], taking into account the specifics of tourism and hospitality.

PROSPECTS FOR STUDYING SUSTAINABLE TOURISM MANAGEMENT ISSUES

Systematization (see Table 4) demonstrates the need for a comprehensive and focused under-standing of sustainable tour­ism management as an extensive area of knowledge, skills re­lated to the management of all varied economic, socio-cultural and ecosystem interrelationships, impacts and ef-fects of tourism development. As to the effects of sustainable tourism manage­ment (see Table 3, 4), this is also a very important aspect of the substantive consideration of management problems.The more specific effects will be noticed, formulated and studied in details by the analysts, researchers, media-tors and managers, the more interesting and informative would be this branch of managerial analysis in tourist researches from the perspective of practical refractions and operationalization for others. Ex-isting concepts and experience provide the basis for finding specific tools and solutions to the applied tasks of sustainable tourism in the con­text of strategic management of tourism systems different levels. The concept of sustainable tourism, which is being introduced to business models, to tourism industry planning and regulating practice, is not only a kind of ethical code, but a large matrix of managerial applications.The development of sustainable tourism will contribute to the stable work of the industry in the condi­tions of increasing incoming and inland tourism, improving or­ganizational and methodo-logical approaches to the development of tourism systems in the future. In conclusion, we will mention promising areas for further development of sustainable tourism opportunities::

• Formation of stable competitive advantages and reduction of risks of unbalanced devel-opment of companies, coop­eration of firms, creation of clusters and destinations.
• Creation of policy documents on the tourism industry development strategy, inclusion of sections devoted to responsible and sustainable tourism, in national, regional and municipal tourism development programs.
• Organizational and methodological support, for example, checklists for tourist systems of different levels accord­ing to goals and indicators of sustainable development. Incorporation of sustainable development indicators into industry statistics. Eco-Certification (certification for sus­tainable development), which in many ways solves the problem of unwillingness of con-sumers to pay for more expensive products that meet modem requirements.
• The dissemination of best international practices and the development of consulting, the dissemination of knowl­edge accumulated in the domestic tourism industry. !Тачалоэтомупро-цессуположилосозданиеThe begin­ning of this process was the creation of the Intemation-al Responsible Tourism Center (Russian Federation and CIS) [ICRT of the RF and CIS, 2018], which participates in the development of more than forty tourism projects in Russia.