Diversification of the Middle Urals multi-touristic potential

Abstract

Purpose

This paper aims to review tourist directions that reflect the uniqueness of the Sverdlovsk region of Russia and form the basis of its multi-touristic potential.

Design/methodology/approach

This paper reviews diversification of the Middle Urals tourist potential based on its natural, geographic, business, ethno-cultural and industrial features.

Findings

The findings reveal the strengths, weaknesses, opportunities and threats relating to the implementation of the multi-touristic brand “Great Ural”.

Research limitations/implications

Sverdlovsk region is known as a great industrial region of the Russia. The paper reveals that this region is an area with wide tourism potential. The authors deem that tourist diversification will help to improve the competitiveness of the Middle Urals.

Originality/value

The main output of the paper is a review of the key directions for tourism in the Sverdlovsk region with implications for practitioners, tourists and entrepreneurs. The identification of problems and imperfections in the Middle Urals tourism market is also useful for researchers working in the area of territorial marketing.

Citation

Kondyukova, E. and Shershneva, E. (2018), "Diversification of the Middle Urals multi-touristic potential", Worldwide Hospitality and Tourism Themes, Vol. 10 No. 4, pp. 478-486. https://doi.org/10.1108/WHATT-03-2018-0022