Влияние проведения олимпийских игр Сочи-2014 на развитие туризма в Сочи

S trategy provides the framework for fulfillment of defined, measurable objectives. F or as individual as Tourism is, nations transforming themselves into compelling, competitive and clearly differentiated destinations must establish strategies, systems and processes to ensure that the sector can indeed deliver against specific Tourism objectives. B

ut the development and growth of a successful Tourism sector is not simply about a successful Tourism Strategy, no matter how brilliant the strategic thinking may be. T he Strategy is key. W ithout it the destination risks throwing its doors open to the world and, for lack of better words, selling its soul — losing its culture, character and care for one another for the purpose of making money through tourists. C

ross messaging, cross purposes, cross wires. Ultimately canceling out opportunity.

2.5 Strategies for tourism development in Sochi

Strategy

The influence of the resort image

Influence on the number of tourists

Effect on income

Impact on consumption

Impact on arrival

Integration-bath infrastructure tour

Sochi-World perceived as integer

Increasing the maximum usage of miscellaneous services

An increase of 15% or more

Reduces investment costs by 10%,

Operating up to 5%

Increase of 40%

A single Office

Stronger brand promotion

due to the consolidation of resources

Increase by 25% due to the absence of dumping

Savings

up to 10%

due to the consolidation of resources

Increase

at 230%

(reduces the return three times)

Strategy-additional features

Strategy

The influence of the resort image

Influence on the number of tourists

Effect on income

Impact on consumption

Impact on arrival

Tax free shopping

Positive

" modernity" «specials»

" international"

Increasing local stream

Increase of up to 23%

Increase of up to 70%

A visa-free regime

A positive «friendly»

" international"

Increasing the international flow of

Increase of up to 30%

Increase of up to 50%

Gaming zone

Ambiguous

Increase of up to 80%

Increase of up to 300%

Tourism Strategy for the 2014 Games

It looks opinions on different concerns, including:

— How to make sure that interests of tourism are completely described in

preparations;

— How to make sure that the sector of marketing structures are prepared;

— How to use chances for tourism business;

— How to develop the class of the welcome; and

— The setting of proper strategic aims to change the existing plan of a £100 billion tourist business through 2010. They very much welcome the attempt through DCMS to improve a strategy of tourism for the Games of 2014.

Improving Tourism with Strategies

Regional Spatial Strategies (RSS)

A t the local grade, local designing bodies will require to conclude how to manage with tourism in their RSS. specially they will have to conclude whether: To heal tourism as an topic in itself; to include it inside another topic such as financial improvement; or to deal with it as a concern influencing several matters like the finances, the natural surroundings, renaissance and transportation. T

hey must manage this on the cornerstone of the general set about that they are enchanting in their RSS and in the lightweight of the data they have collected. L ocal Development Frameworks LDF must include several expansion design articles encompassing the centre scheme, location exact shares of land and locality activity plans. A ny require for farther improvement design articles, or supplementary designing articles, should be recognised in the localized improvement design, the reason of which is to announce the public of the designing authority‘s events for the output of localized improvement documents (Morrison, 2002). I n an equal way to local designing bodies, those organising LDF will require to conclude how to deal with tourism matters inside the structure. Like RSS, the set about must request to make a design which is incorporated with other schemes that have been arranged for the locality, encompassing any that concern to the future of tourism.

In those places where the future expansion of tourism is a foremost theme for the localized management, it will be befitting for the centre design to cover tourism affairs simultaneously with any objectives applicable to tourism. In other localized management it can be that the plans very broad set about to financial enhancement and renaissance assemblies the structure for the future enhancement of tourism. In these positions this attachment must be recognized and taken into explanation in the enhancement of the centre approach (Morrison, 2002).

Those coordinating LDF should address if any values for tourism are required after what is set out in the centre plan. In employed out the extent of the effort required and what conceiving items should be organised, it will afresh be absolutely crucial first to resolve if tourism is to be addressed as a lone theme or as part of a broader topic, for demonstration economic growth. Where position portions for tourism are completed, these must chase from aspires set out in the centre plan. In various localities in which tourism and its enhancement is an important portion of the spatial plan, it can be befitting to depict this in spatial time span in the centre design for demonstration in a key diagram (Clare, et al 2002). In accurate places where enhancement for tourism is mostly vital to accumulating the plan‘s aspires, the centre design can suggest a locality undertaking conceive to objective and happenings the constituents of that improvement.

Chapter 3. Prospects of development of tourism in Sochi after the Olympics Games 2014

3.

1. Winter Olympic Games in Sochi as a factor of the development of sports and event tourism

Sporting events, and more particularly sporting competitions, also generate important flows of population, and constitute a vector of regional promotion. In this respect, the European Economic and Social Committee recently affirmed that sport and tourism constitute a «means of exchange of positive values» and are likely to contribute to achieving Lisbon’s aims. The Committee thus formulated various proposals for better tourism and sport association and development: the creation of a common European observatory and a data bank gathering the best practices, the promotion of studies and research, and the creation of a European tourism agency.

The literature review is based on various academic studies made around the concept of events management. There is number of different definitions and classifications of events in event planning literature. Events, especially hallmark or megaevents are widely viewed as an important tool to enhance local economies. Many studies have suggested that mega-events are performed for different motives and can produce important but normally unpredictable effects. Hosting mega-event could be a source of national income, new employment and chance to enhance community infrastructure that will attract other industries in the future (Lankford and Howard, 1994).

Mega-events (Hall, 1997) are the one-off, large-scale and long planed occurrences, which can have an important economic, political, social, cultural and environmental effect on host country. In attempting to define events, researchers categorise them by size and nature. Ritchie (1992) was the first researcher on megaevents, which he called ‗hallmark‘ events. Based on Ritchie‘s definition, Getz (1997) characterise hallmark events as extremely linked to their destination that they become identical with the name of the place and achieve awareness and recognition (Bowdin, et all., 1999). He identifies mega-events as providing important in terms of image, tradition, prestige, publicity and financial effect for the host societies (Ali-Knight and Chambers, 2006).

S pecial-events are then divided into major, festivals or minor events. M ajor events are the one which attracting large audiences, have high status and prestige, encourage wide media attention, are expensive to prepare and require legacies (Esomar World Research, 2009). T hey have enormous pulling power in terms of visitors, performances and media and can generate a significant economic impact for their host destination (Mak, 2004).

M ega-events have become important part for strategies of tourism of different countries. C ountries can apply mega-events as the source for attracting people through making the status of being as a ―happening place‖ or enhancement a city‘s variety of attractions through presenting a concentration for coverage of media for the place, leading to the possibility of repeat visitation. T he appearance ‗event tourism‘ first achieved importance throughout the 1980s in identification of the increasing connection between tourism and events (Getz 1997).

In accordance with this model, major events can be one-time or recurring events, which last one or several days and can differ in scale and size (Masterman, 2004).

3.

2. New-product development in tourism in Sochi after the Olympics Games 2014

New product development in tourism companies has been a nearly ignored theme in tourism marketing literature. Research on product development has in major studies handled destinations, development of resorts or sites as a total tourist product.

Innovation (the production and commercialization of new products and services and/or the adoption of new production processes) is the foundation of competitiveness. Firms competing on the basis on innovation must develop firm-specific capabilities, routines, and processes that permit products and services to be developed, introduced, and successfully commercialized. However, relatively little is known about innovation processes and their outcomes in the tourism industry.

This paper presents the results of an ideation exercise based on Q-methodology to identify new product/service concepts for summer visitors to the Bay of Fundy region, and illustrates the ways that new product/service delivery requires bundling of complementary product/services. Results have implications for the practice of tourism entrepreneurship, tourism education, and innovation policy for the tourism sector. Product development in the tourism industry is widely conceived as a process of coordinated planning of places or destinations along with the offerings that permit delivery of place-related visitor experiences. The resulting tourism product is conceived as a physical place embedded in rings of services (Smith, 1994). Knowledge of product or service development in tourism islargely related to knowledge of destination development, and little has been written on firm-level product/service innovation experiences in tourism SMEs (Komppula, 2001).

T he tourism industry is fragmented horizontally and vertically (Lafferty and von Fossen, 2001). F rom the perspective of destination-as-product, the main theoretical questions about tourism product innovation have to do with dynamics of destination development, the ways that destinations are perceived by travelers and the ways that these perceptions can be shaped, what are components of destinations, and how the relationships among the components of a destination are to be understood and managed (Smith; 1994; Murphy, Pritchard and Smith, 2000; Middleton and Clark, 2001.). This discussion has several parallels with the literature on industry clusters and agglomerations. I t is clear that in the tourism industry, firms do not compete just individually but also (perhaps primarily) as groups or networks of service providers.

A gglomeration of tourism service providers is one way that the firms in the industry attempt to solve coordination and value-production problems. S ervices are also aggregated and coordinated through tour operators and service delivery platforms such as destination management systems and other electronic intermediaries (Buhalis and Spada, 2000; Dale, 2003). These and other forms of coordination and purposive networking are drivers of destination development (Tinsley and Linch, 2001).

Business network management competencies in SMEs are critically important business skills, and «in the small business sector, it is widely acknowledged that the constraint on development may be networking and knowledge of other businesses in the tourism sector» (Page, Forer and Lawton 1999: 446). The tourism and travel research literature contains numerous references to practices of coordination, inter-firm networking, and strategic alliance formation among firms as they go about building value chains or networks to deliver tourism experiences, and players in the tourism industry have begun to adopt cluster vocabulary and concepts in their thinking about destination development and management (cf. Gollub, Hosier and Woo 2001; Nordin, 2003).

Conclusion

The design for tourism in the seeming enhancement conceives will provide the context for producing any accurate values for tourism. Whilst values need to be developed to agree the exact attenuating constituents of a locality, there will be certain prevalent characteristics of a good tourism policy. Where accurate tourism values are embraced in a conceive, they should target to: maximise the benefits of tourism, in exact double-checking that the enhancement is proficient to arrive to its pledge to aid to tourism in the locality and for localized assemblies to take pleasure in those advantages; recognize best places, for instance to increase synergies with other tourist enticements and to boost possibilities for get access to by public transport; integrate enhancement with its enclosures both in time span of conceive and design and in the method that the facility or service is proficient to function; and Avoid hurtful leverages, for demonstration through trouble to undertakings on adjacent land. Planners will need appreciating and regularly reconciling some important constituents when coordinating such values, in particular:

Demand of Market

Occasionally demand of market will reside in a very unquestionable position. This might be to organise with accessibility or prominence. In other positions the obligation will be of approximately the equal degree all through a very broad area;

Environmental leverage

This can have a large number of facets, for demonstration visual and disturbance leverage, leverages on an historic setting, leverage upon biodiversity and upon country localities quality. Impacts can be affirmative, at odds or a blend of both;

Accessibility of Transport

Travel is an inherent constituent of tourism. while identifying that it is a standard of the conceiving conceive to demand to increase additional maintainable choices of transport, accelerate accessibility and down turn the require to excursion, this may be especially powerful for some kinds of tourism occupations or for localities that are dreadfully aided through transportation;

Functional links

Whilst some types of tourism can, in financial time span, be proficient to be administered to a kind of locations (e.g. a hotel) other ones will be much other unquestionable in their land use obligations (e.g. a tourist centre for a cathedral);

Labour Supply

The share and worth of the work supply will adjust from position to place. Planning will frequently demand to find new enhancement where the need for occupations resides or where the community might advantage from a broader kind and worth of employment.

Branding

A considerable division of funding for devising the Games — 12% - is foreseen to be expanded through affirmations between the International Olympic Committee (IOC) and long-run partners — ―TOP sponsors‖. The IOC therefore desires that actions taken through proprietor nations and through Committees of Organising to fight back the economic achievement through connection with the Paralympics and Olympics which TOP sponsors foresee in exchange. The Olympic rings — the most strong emblem for the Games — are actually statutorily kept protected in the UK; more distant assesses to fight back the Olympic emblem were acquiesced to by Parliament last year and are enshrined in the London Olympic Games and Paralympics Games Act 2006.

The 2006 Act anxieties the benchmark of an Olympic association right to the London 2012 Games. The association right converses exclusive privileges in relation to the use of any representation in a kind probable to propose to the people that there is an association between the London Olympics and pieces or services. That right is infringed if such a group has not been approved through LOCOG. The elongation of the right of Olympic association was one of the additional controversial constituents of the 2006 Act and was glimpsed as a pledge risk to the scope for enterprises, voluntary bodies, schools and coordinators of happenings to use certain indications in their common course of work. The main council for physical recreation, where as identifying the requirement to fight back Olympic emblems and emblems, was worried that non-commercial use of time span and emblems in the course of evolving grassroots eagerness for sport as a conclusion of the Games must not be stopped.

Others who submitted signs to us took an equal expectation, including Mr Castle, comprising the East of England on the Nations and Regions Group. Whereas recognizing that support income was ―totally significant‖ for consignment of the Games and that it had to be duly kept confined, he pointed out that there was an authentic unfastening, ―perhaps in an equitably exclusive way‖ for civic humanity to lift the advantages into the territory generally. In alignment to organise that, he acknowledged that there had to be some association with the Games themselves. We note that, in concept, the advancement of a school or village occurrence termed ―Summer Games‖ or ―2012 Competition‖ might be apprehended under the Act (Morgan & Pritchard, 1998).

Sochi was elected on 4 July 2007 by the members of the International Olympic Committee (IOC) at the 119th Session in Guatemala City.

Seven cities, namely Sochi (Russian Federation), Salzburg (Austria), Jaca (Spain), Almaty (Kazakhstan), PyeongChang (Republic of Korea), Sofia (Bulgaria) and Borjomi (Georgia) — in the order of drawing of lots — initially submitted applications to host the 2014 Olympic Winter Games.

Based on the report by a working group, three of the seven cities were unanimously selected by the IOC’s Executive Board as Candidate Cities at its meeting on 22 June 2006:

— Sochi (Russian Federation)

— Salzburg (Austria)

— PyeongChang (Republic of Korea)

The final decision on the host city for the XXII Olympic Winter Games was made by the full IOC membership during the 119th IOC Session in Guatemala City on 4 July 2007. Sochi was elected in the second round with 51 votes, compared to PyeongChang’s 47.

• A total of 235 new facilities will be constructed in Sochi by 2014. 11 of these are new world class Olympic competition venues and the other 224 facilities consist of sites and venue infrastructure intended for Sochi’s development as an Alpine resort;

• As of the 30th September 2010, construction and assembly work is in progress at 107 sites. Work at all the construction sites is currently running firmly on schedule and by the end of 2012 all the competition venues for the Sochi 2014 Games will be commissioned;

• Currently more than 20,000 persons and 2,800 items of construction machinery have been involved in the construction process. The projected labour workforce for the construction efforts will be 52,000 persons by 2011.

IV. Investments

• Within the framework of the project, the following facilities and sites will be constructed or reconstructed:

— 11 Competition Venues with a total capacity of 145,800 people;

— 4 Alpine resorts with a capacity for 42,000 visitors, including 150 km of alpine skiing tracks;

— over 367.

3 km of roads and bridges, over 201 km of railway lines, 22 tunnels;

— 210 km of intermediate and low pressure gas pipelines and a high pressure gas pipeline from Dzhubga to Sochi that is 174 km long, including 151 km of underwater piping;

— 5 Thermal power plants, 18 electric power substations with a total power capacity of over 1208 MW and over 550 km of overhead transmission lines;

— over 690 km of engineering networks, sewage treatment facilities with a performance output of 255,000 sq m per day;

— over 100 hotels and accommodation facilities with a capacity of 27,100 rooms;

— 74 education, healthcare, culture, physical training and sports venues;

— 566 houses and 967,400 sq m of new roads and pavements, 33 parking lots and multi-storey car parks.

• All the venues and facilities necessary for staging the Sochi 2014 Games are constructed on principles of public private partnership, ensured by respective items of the federal budget, providing guaranteed financing. The estimated cost of construction of the Olympic venues and infrastructure in Sochi for the Games of 2014 is 195.

3 billion rubles, including 80 billion rubles of state funds. The remaining funds are private investments. Support of the Russian Federation Government guarantees that all commitments will be fulfilled in full and on time.

• To implement large-scale programs of public private partnership dealing with the construction of Olympic venues and infrastructure as well as the innovative development of Sochi as a year-round Alpine resort a number of state corporations and autonomous non-commercial organizations were established. These include:

— SC Olympstroy — implements the program which attracts private and state investments in the construction of Olympic venues and infrastructure and the innovative development of Sochi as a year-round alpine resort. More specifically, SC Olympstroy carries out the design, construction or reconstruction of venues, organizes the functioning of Olympic venues, holds tenders, and monitors the progress of Olympic venue construction and the performance of related activities.

— Transport Directorate of the Olympic Games — established to organize the supervision and control of the design and construction of transport infrastructure facilities, the progress of materials and equipment delivery and the conveyance of passengers during the preparation and staging of the Games, with further functioning thereof for the benefit of the Alpine resort.

• The largest investments in Olympic projects were made by Basel, Gazprom, Interros, Russian Railways, Rosneft, Rostelecom and Sberbank. Each sponsor is financing its own portion of construction. The key creditor of the private investors in the Olympic venues is Vnesheconombank (VEB).

• Suppliers of goods and services for the implementation of investment projects are selected by means of open tenders. Following the concept of maximum transparency and openness of the tender procedures, all the tenders' results are posted on the Internet with an open access.

When a Government takes the strategic decision to embrace Tourism as a key driver of social and economic growth something very interesting starts to happen. With this decision a nation makes a pledge to open its doors to the world, hosting curious minds and hearts of people of all walks of life on its home soil. Citizens become Ambassadors, culture becomes national character, places become pride-filled attractions, experiences become stories, and strangers become friends.

Importantly, people from across the destination, people of all ages, skill levels, backgrounds and beliefs have, through Tourism, an opportunity to actively and meaningfully participate in the sector in a way which empowers and inspires the people, economy and future of the destination. The energy generated by Tourism is as a result of a vision, an inspiring view of what the destination can become as a result of Tourism.

A t the local grade, local designing bodies will require to conclude how to manage with tourism in their RSS. specially they will have to conclude whether: To heal tourism as an topic in itself; to include it inside another topic such as financial improvement; or to deal with it as a concern influencing several matters like the finances, the natural surroundings, renaissance and transportation. T hey must manage this on the cornerstone of the general set about that they are enchanting in their RSS and in the lightweight of the data they have collected.

L ocal Development Frameworks LDF must include several expansion design articles encompassing the centre scheme, location exact shares of land and locality activity plans. A ny require for farther improvement design articles, or supplementary designing articles, should be recognised in the localized improvement design, the reason of which is to announce the public of the designing authority‘s events for the output of localized improvement documents (Morrison, 2002).

I n an equal way to local designing bodies, those organising LDF will require to conclude how to deal with tourism matters inside the structure. Like RSS, the set about must request to make a design which is incorporated with other schemes that have been arranged for the locality, encompassing any that concern to the future of tourism.

In those places where the future expansion of tourism is a foremost theme for the localized management, it will be befitting for the centre design to cover tourism affairs simultaneously with any objectives applicable to tourism. In other localized management it can be that the plans very broad set about to financial enhancement and renaissance assemblies the structure for the future enhancement of tourism. In these positions this attachment must be recognized and taken into explanation in the enhancement of the centre approach (Morrison, 2002).

Those coordinating LDF should address if any values for tourism are required after what is set out in the centre plan. In employed out the extent of the effort required and what conceiving items should be organised, it will afresh be absolutely crucial first to resolve if tourism is to be addressed as a lone theme or as part of a broader topic, for demonstration economic growth. Where position portions for tourism are completed, these must chase from aspires set out in the centre plan. In various localities in which tourism and its enhancement is an important portion of the spatial plan, it can be befitting to depict this in spatial time span in the centre design for demonstration in a key diagram (Clare, et al 2002). In accurate places where enhancement for tourism is mostly vital to accumulating the plan‘s aspires, the centre design can suggest a locality undertaking conceive to objective and happenings the constituents of that improvement.

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