Sochi Journal of Economy

8-19

Authors: Vazgen A. Avetisyan

Using the example of the goal-setting stage, the article considers the topic of using marketing approaches to the development of the territory, which is relevant and popular among specialists of both state institutions and private companies planning and implementing strategic and tactical documents and activities related to the development of tourist territories. Starting with the conclusion and formulation of definitions, the goal-setting is revealed, starting with the definition of the specifics and objectives of marketing territories and consideration of key stages-bundles of development strategy development, to the classification of the goal by type and turning it into a target indicator. At the same time, the author reveals the methodology and tools of this process. This approach provides for the consideration of tourism not as an object of development, but as a tool for the development of the territory. Another important thesis is the principle of “a tourist for a resident, not a resident for a tourist”, prioritizing the Residents pool among other pools of the target audience of the territory. The range of tasks of the territory that marketing of this territory is able to solve is also formulated. Of course, marketing of tourist territories does not consist only of goal–setting, but understanding the types and hierarchy of goals, the ability to formulate them, balance them, provide metrics, tools and methodology for evaluating the result is the basis for the success of the future development strategy. An incorrectly set goal reduces the value and practicality of further work on the development and implementation of marketing efforts, and therefore leads to an unreasonable waste of resources.

32-40

Authors: Elena N. Klochko, Maria V. Zelinskaya, Lidia V. Kovalenko

In the presented article, the factors of influence on the implementation of sustainable development of rural areas as the fulfillment of a key task in the activities of public authorities are considered. It is determined that the state of development of rural areas determines a number of factors, among which we can note: the dynamics of the population in the context of its systemic increase or decrease; the functioning of economic sectors and the prospects for increasing the capacity of agricultural organizations; promotion of agricultural cooperation, etc. For the Krasnodar Krai, as an agrarian-oriented region, ensuring the sustainable development of rural areas is a prerequisite for socio-economic well-being. Despite the measures taken by the state, a natural decline in the population persists in the countryside, and it is currently not possible to ensure systemic ruralization. In addition, as in many regions of the Russian Federation, the Krasnodar Krai is characterized by the persistence of an increased likelihood of the “risk of poverty” of the rural population, which does not allow to fully ensure the sustainability of rural development. Residents of rural areas define the support of state and municipal organizations in the countryside as priority areas for sustainable development, as well as the promotion of the functioning of small and medium-sized businesses. The potential for sustainable development of rural areas can be maximized under the condition of a stable increase in the quality of life and the well-being of the population. In this direction, the state, as a subject of management, should ensure the implementation of a set of measures to combat poverty.

51-60

Authors: Matvei S. Oborin

Sanatorium and resort activities in our country are an integral and significant part of state policy and an area of the domestic health care system. The main functions of the modern resort and recreational system, which closely interact with each other, the main purpose of which is to improve human health, quality and duration of his life, are: wellness (spa treatment); rehabilitation; preventive (prevention of chronic non-communicable diseases and training in healthy lifestyle techniques); recreational and animation. The Chelyabinsk region, on the one hand, is often perceived as an industrial region, but on the other hand, it has a powerful recreational potential that contributes to the development of the sanatorium business. Chelyabinsk Region is practically a single recreational resort complex. There are very few people like him in the Russian Federation. The recreational potential in the Chelyabinsk region is represented by: favorable climatic conditions for the development of medical and health tourism (the second zone of ultraviolet radiation is favorable); the presence of natural healing factors in the field that contribute to the development of the resort business (mineral waters, therapeutic sapropels, radon); the presence of a medical base and personnel that meet all modern requirements. Main methods: economic and system analysis, expert assessment. The scientific novelty of the study lies in the application of modern approaches and methods to assess the prospects for the development of the resort and recreational potential of the region under consideration. The demand trends that can be used in the formation of new services for family recreation and treatment, children's and youth tourism are identified.

69-78

Authors: Elena K. Vorobey

The application of the concept of sustainable development has extensive experience in the United States and Europe and, despite the terms of the global pandemic, the difficult geopolitics situation and other challenges to the reality of the 21st century, continues to be actively implemented. Adherence to ESG criteria provides a number of benefits to the company. Advantages in general do not allow you to expect very high profits in the short term: the ESG approach is aimed at a long-term strategy, but already about 97% of foreign investors are conducting an informal assessment of ESG indicators. An increasing number of enterprises participate in the ESG rating and increase the average value of the ESG rating, and the introduction of the concept of sustainable development at different levels of coverage of the studied systems is becoming characteristic for Russia: both at the level of an individual enterprise and at the level of territory and cities. Some of the country's largest banks have introduced ESG-assessment of borrower companies into the credit process, in 2022 the ESG-rating methodology for administrative centers of Russian regions was applied, and an ESG-index of 200 Russian cities is expected to appear in 2023. The article considers the concept of sustainable development in the new reality of the XXI century, using world and Russian experience.