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Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges

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  • Marina Sheresheva

    (Department of Economics, Lomonosov Moscow State University, 119991 Moscow, Russia
    Department of Service and Tourism, National Research Lobachevsky State University of Nizhny Novgorod, 603950 Nizhniy Novgorod, Russia)

  • Marina Efremova

    (Department of Service and Tourism, National Research Lobachevsky State University of Nizhny Novgorod, 603950 Nizhniy Novgorod, Russia)

  • Lilia Valitova

    (Department of Economics, Lomonosov Moscow State University, 119991 Moscow, Russia)

  • Anna Polukhina

    (Department of Service and Tourism, Volga State University of Technology, 424000 Yoshkar-Ola, Russia)

  • Georgy Laptev

    (Department of Economics, Lomonosov Moscow State University, 119991 Moscow, Russia)

Abstract

This paper discusses the results of a study aimed at gaining a deeper understanding of how the COVID-19 pandemic has changed the Russian tourism market and how local tourism enterprises respond to challenges caused by the COVID-19 pandemic. Summarizing their experience of doing business in crisis conditions can allow a more efficient response to similar crises in the future and contribute to a more resilient tourism sector in the aftermath of the pandemic. In order to meet the research objective, we combined various sources of operational statistical information about the state of the industry with the results of a survey conducted in the Nizhny Novgorod region and in-depth interviews with representatives of tourism enterprises. We found that Russian tourism enterprises have proved to be quite resilient by looking for additional opportunities, and paying special attention to staff development and team consolidation. However, there are problems faced by local tourism enterprises in obtaining state support. Therefore, tourism enterprises that rely on themselves and innovate to create services and products adjusted to new customer needs and preferences have a better chance to survive. In particular, the wider use of digital marketing instruments helps SMEs to propose a new value for customers aligned to the new requirements and trends in tourism, such as travel security, prevailing interest in individual and short-term trips for short distances, and the sharply increased demand for domestic tourism destinations.

Suggested Citation

  • Marina Sheresheva & Marina Efremova & Lilia Valitova & Anna Polukhina & Georgy Laptev, 2021. "Russian Tourism Enterprises’ Marketing Innovations to Meet the COVID-19 Challenges," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3756-:d:525516
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    Cited by:

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    2. Iswanto, Dedy & Handriana, Tanti & Nazwin, Asfarony Hendra & Sangadji, Suwandi S., 2024. "Influencers in Tourism Digital Marketing: A Comprehensive Literature Review," OSF Preprints m97kd, Center for Open Science.
    3. Cláudia Seabra & Ketan Bhatt, 2022. "Tourism Sustainability and COVID-19 Pandemic: Is There a Positive Side?," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    4. Jin, Chengsheng & Cong, Zhenglong & Dan, Zhen & Zhang, Tidong, 2023. "COVID-19, CSR, and performance of listed tourism companies," Finance Research Letters, Elsevier, vol. 57(C).
    5. Vitaly Kaftan & Wadim Kandalov & Igor Molodtsov & Anna Sherstobitova & Wadim Strielkowski, 2023. "Socio-Economic Stability and Sustainable Development in the Post-COVID Era: Lessons for the Business and Economic Leaders," Sustainability, MDPI, vol. 15(4), pages 1-18, February.

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