Socio-Communicative Technologies Increasing Tourist Attractiveness of the Russian Regions (on the Example of Tourist Programs and Advertising on Television)

Abstract

The era of COVID-19 has marked the exceptional importance of the tourism and hospitality industry for the socio-economic life of the country. The study was conducted during the period of the initial spread of coronavirus infection in the world, but the results gained even more significance due to the feasibility of using new technologies to improve the image of domestic tourism in the country because of restrictive measures introduced on travel to foreign countries. The aim of the study was to develop a socio-communicative technology for constructing the tourist attractiveness of Russian regions based on the perception of the Moscow audience of domestic tourism in modern conditions. The article contains a content analysis of domestic travel programs and commercials that were broadcast on television in 2019–2020, as a result of which it is shown that a positive image of our country is positioned on television, but there is a need to create new and memorable advertising. The types of tourism that are covered in the studied programs are also noted. Furthermore, three focus groups with two age categories of the population (18–35 years old and 45–65 years old) were conducted, on the basis of which the attitude of Muscovites to Russian tourism and the analyzed video content was determined; a socio-communicative technology of seven components has been formulated, contributing to an increase in the tourist attractiveness of Russian regions. The results obtained can be used in the practical work of representatives of Russian travel agencies, as well as in government agencies involved in the promotion of
domestic tourism in our country.