PLANNING OF ADVERTISING AND PR ACTIVITIES IN THE SYSTEM OF CHILDREN'S RECREATION AND TOURISM IN RUSSIA

Sergey Lochan; Tatiana Rozanova; Rita Stytsiuk; Olga Artemyeva; Irina Kovalyova

doi:10.26668/revistajur.2316-753X.v4i76.6559

PLANNING OF ADVERTISING AND PR ACTIVITIES IN THE SYSTEM OF CHILDREN'S RECREATION AND TOURISM IN RUSSIA

Sergey Lochan, Tatiana Rozanova, Rita Stytsiuk, Olga Artemyeva, Irina Kovalyova

Resumo

Objective: This research delves into the planning of advertising and public relations (PR) activities within the realm of children's recreation and tourism in Russia.

Methods: The research methodology integrates data from multiple sources, including government reports, academic studies, and industry-specific data. It encompasses the analysis of market trends, qualitative and quantitative assessments of advertising and PR methods, and insights from sociological surveys and media analysis.

Results: The study reveals the structure of the children's recreation and tourism industry in Russia, encompassing a variety of camp types. Despite the large market, the degree of saturation remains insufficient, and there is substantial untapped potential. Market analysis indicates that many parents opt for alternatives to children's camps, making them a potential target audience. However, only 64.6% of potential demand was satisfied in 2018. In terms of financing, parents bear the majority of the costs, while other funding sources include public funds and enterprise funds.

Conclusion: The research underscores the underutilization of marketing, advertising, and PR tools in the children's recreation and tourism sector in Russia and its impact on policy and management decisions. It emphasizes the need for strategic planning of advertising and PR activities, starting with the development of corporate identity and an online presence. By optimizing communication strategies and aligning them with market trends, the industry can tap into its vast potential and better cater to the needs of children and parents in Russia, thus influencing policy and management directions.

Palavras-chave

children's recreation and tourism; policy; planning; advertising and PR activities; promotion methods; efficiency assessment

Texto completo:

PDF

Referências

Degtev, G., Gladilina, I., Zhukov, V., & Vorontsov, A. (2022). Opportunities For Public Administration Regulation Tools To Increase The Sustainability Of Territorial Development. Revista Juridica, 4(71), 381–399. https://doi.org/10.26668/revistajur.2316-753X.v1i68.5783

Federal Law of the Russian Federation No. 124-FZ. (July 24, 1998). On the Basic Guarantees of the Rights of the Child in the Russian Federation. Retrieved from: http://pravo.gov.ru/proxy/ips/?docbody=&nd=102054607

Federal Law of the Russian Federation No. 132-FZ (November 24, 1996). On the Basics of Tourist Activities in the Russian Federation. Retrieved from: http://pravo.gov.ru/proxy/ips/?docbody=&nd=102044374

Fedyunin, D.V., Bezpalov, V.V., Lochan, S.A., Golovina, V.V., Ivanov, A.V. (2018b). Spetsifika razrabotki i realizatsii PR-kampanii v sisteme detskogo otdykha i turizma [The specifics of the development and implementation of PR-campaigns in the system of children's recreation and tourism]. Upravlenie ekonomicheskimi sistemami: elektronnyi nauchnyi zhurnal, 11(117), 40.

Fedyunin, D.V., Bezpalov, V.V., Lochan, S.A., Ivanov, A.V., Karpova, N.D. (2018a). Rekomendatsii po realizatsii PR-kampanii detskogo otdykha i turizma [Recommendations for the implementation of PR-campaigns for children's recreation and tourism]. Ekonomika i predprinimatelstvo, 11(100), 741-745.

Fomicheva, T. V., Sulyagina, J. O., Kiseleva, E. M., Fomicheva, L. M., & Kryukova, E. M. (2021). Changing national health values of Russians: Perception of physical culture and sports. International Journal of Health Sciences, 5(3), 661–669. https://doi.org/10.53730/ijhs.v5n3.2863.

Kochetkov, E., Zhilkina, T., Zudilova, E., Philippov, D., & Popova, L. (2023). Modeling the Macroeconomic Transmission Environment: Public Sector Impact Using The Money And Financial Market Model. Relacoes Internacionais No Mundo Atual, 1(39). https://doi.org/10.21902/Revrima.v6i39.6270.

Konstantinov, Yu.S. (2019). Sbornik normativno-pravovykh aktov po detskomu turizmu, organizatsii otdykha detei: dokumenty po sostoyaniyu na 1 noyabrya 2019 goda [Collection of normative legal acts on children's tourism, organization of children's recreation: documents as of November 1, 2019]. Moscow: Sam Poligrafist.

Konstantinov, Yu.S., and G.I. Zorina. 2011. Organizatsionno-pedagogicheskie usloviya turistsko-kraevedcheskoi deyatelnosti v obrazovatelnykh uchrezhdeniyakh [Organizational and pedagogical conditions of tourism and local history activities in educational institutions].Moscow: Logos, 191 p.

Papusha, E.N. (2018). Formirovanie adaptivnykh vospitatelnykh sistem detskikh ozdorovitelnykh lagerei [Formation of adaptive educational systems of children's health camps]. Dissertation of the candidate of pedagogical sciences. Kazan.

Prokhorova, O.V. (2019). Formirovanie organizatsionno-ekonomicheskogo mekhanizma effektivnogo upravleniya predpriyatiyami sanatorno-kurortnogo kompleksa na primere Respubliki Krym [Formation of an organizational and economic mechanism for effective management of enterprises of a sanatorium and resort complex on the example of the Republic of Crimea]. Dissertation of the candidate of economic sciences. Sochi: Sochi State University.

Smirnova, U.G. (2015). Sovershenstvovanie menedzhmenta kachestva rekreatsionnykh uslug v sfere detskogo otdykha [Improving quality management of recreational services in the field of children's recreation]. Dissertation of the candidate of economic sciences. St. Petersburg: Baltic Academy of Tourism and Entrepreneurship.

Zorina, N. M., Ksenofontova, T. Y., Vanyan, M. N., & Ogneva, N. I. (2022). Impact Of Organizational And Legal Decisions On Improving The Level Of Health Protection Of University Students. Relacoes Internacionais No Mundo Atual, 2(35), 137–149. https://doi.org/10.21902/Revrima.v2i35.5717.

DOI: http://dx.doi.org/10.26668/revistajur.2316-753X.v4i76.6559