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DEVELOPMENT OPPORTUNITIES OF SOCIAL TOURISM FOR ELDERLY PEOPLE IN RUSSIA (ON THE UDMURT REPUBLIC EXAMPLE)
Abstract
The article analyzes current social & cultural situation in Russia, which is created under the influence of changes in demographic structure of population, as well as describes trends with new approaches and principles, which currently are being developed to ensure an improvement in the life quality of elderly people. The authors state that elderly people in modern Russia belong to the least protected population segment. The article highlights one specific problem: it is difficult for elderly people to travel, rest or take a trip in recreational, educational, religious or other purposes. The article also highlights specific features of tourism development in Russia, as well as prevalence of social tourism during Soviet period and the qualitative change in post-Soviet period, when popularity of social tourism has significantly decreased, as the tourism industry, without state support, has come to the survival of commercial forms of tourism. The author proves the idea that the current situation contradicts humanism principles and the understanding of social tourism as a goal to which society should go in the interests of less financially secured citizens when using their right to rest. It is also noted, that currently in Russia there is a qualitative rethinking of social tourism goal on a state level. The article presents the results of an empirical study conducted to identify problems and development opportunities of social tourism for elderly people in the Udmurt Republic. The emphasis is on determining the motives that have the greatest impact on senior tourist when choosing a tourist product and visiting region; motivation factors; factors that limit senior tourist activity. The analysis confirms the key point of the study - the possibility of usage the right of the majority of elderly people to rest and movement freedom requires improvement of the mechanism of state regulation of social tourism in the Russian Federation under market conditions. According to the authors, the integration of the research at the regional level could help to ensure the accessibility of tourism for the elderly people and other low-income segments of the population, the development of domestic tourism, and development of positive image of social tourism. The situation analysis of social tourism in Russia, conducted in the article, shows the necessity to combine the foreign experience with the features of Russian development.
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