Assessment and comparison of tourist potential and public ratings of regions for the regional tourist market development (by the example of Orel region)

Objective: to develop and test the method of estimating a tourism potential of regions, the method of comparing them with public ratings of regions; to diagnose problem areas of management when forming the regional market of tourist services and justify recommendations for its development. Methods: general scientific and general logical methods, analysis, synthesis, comparison, generalization; statistical and correlation analysis. Results: the paper presents the author’s method of constructing summary estimates of the regions’ tourism potential, integrating official statistical indicators. Due to the introduction of dimensionless relative values, the difficulties of accounting for different-sized indicators were resolved. The obtained estimates were used to form an objective idea of the strength of the regions’ tourism potential, to compare them, to assess the opportunities and determine the prospects for tourism development in the region. Since one of the obstacles in solving this task is low public ratings, it is important to be able to compare them with objective assessments. For this purpose, we have developed and tested a method of comparing the summary estimates of the regions’ tourism potential with their ratings, in particular, with the values of the National Tourism Rating – 2022. As a result, by the example of Orel region, the disproportions were revealed that indicate the inefficient use of the region’s tourism potential. Based on the analysis of the regional strategies implementation, programs and practices of tourism organization and problem areas of management, recommendations are formulated, the implementation of which guarantees the economic development of the region and tourism sphere. Scientific novelty: the method of constructing summary estimates of the regions’ tourism potential is developed; the method of comparing the summary estimates of tourism potential with public ratings of regions is proposed and tested. The disproportions in assessments and ratings are substantiated quantitatively. The problem areas of management in the formation of the regional tourist services market are diagnosed; recommendations for its development are given. Practical significance: the study results can be used by business entities and authorities to formulate strategies and programs of regional development; the presented method of comparing the tourism potential and ratings of regions can be used in scientific, pedagogical and research activities.