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Сергиенко Анастасия Арамаизовна
Don State Technical University, Russia
THE DEVELOPMENT OF TOURISM IN ROSTOV REGION. ROSTOV REGIONAL BRANDING.
The medium-term perspective of the region has premises for further business and entertainment tourism development. This is conditioned by high tempos of economic development, presence of large successful companies and administrative structures. The main tourist centers of Rostov region are the towns of Rostov-on-Don, Azov, Novocherkassk, Taganrog; villages Starocherkasskaya, Veshenskaya ,Razdorskaya.
Key words: tourism, economic, development, rostov region, brand, impression, investors, customers, migrants, horseshoe.
Rostov region a federal subject of Russia is located in the Southern Federal District. Rostov Region lies in the south of Russia with an area of 100,800 km² and a population of 4,404,013 ,making it the fifth most populous federal subject in Russia. Its administrative center is Rostov-on-Don, which also became the administrative center of the Southern Federal District.
Rostov region is the land of rich and glorious history, generous nature, peculiar Cossack culture, talented and hospitable people. The Don region has a rich historic and cultural heritage, being one of the most attractive tourism objects in Russian Federation.
Russian and foreign tourists, traveling across the region, learn the rich historic past and the contemporary life of the steppe region, its places of interest, poetic legends and peculiarities of the Don Cossacks, inhabiting small settlements, called the Cossack villages.
Mild and warm climate, fertile soil, rich resources of mineral waters and therapeutic muds, create wonderful conditions for recreation and treatment.
Principal kinds of tourism in Rostov Region:
1.Informative tourism
Rostov region is peculiar not only in wonderful nature, it has historic monuments and unique Cossack culture. The informative tourism type features visiting various places of interest, museums, introduction to the local culture.
The first settlements that appeared within the Don land steppes were founded by the Cimmerians and the Scythians, and later on by the Greeks and Sarmatians. The unique historic and cultural heritage of those times can be seen at the museums of Rostov region.
2.Events tourism
Event tourism is the type of tourism, aimed at visiting cultural events and places.
The Don Cossack culture is diverse and versatile, you can enjoy the Cossack dancing and breathtaking songs at the Don land folklore fest. The staged historical reconstructions and theatrical shows are very popular on the Don land, attracting thousands of spectators and participants every year. The most famous of them are “The Sholokhov’s Spring”, “The Free Quiet Don”, international “Kayal Readings”, All-Russian festival of military historic clubs.
3.Congress tourism
The contemporary city of Rostov-on-Don is not only the administrative center of Rostov region, but also the capital of the Southern Federal district. The advantageous geopolitical location, the increasing social and economical potential, rich historic and cultural traditions of Southern Russia grant establishing of Rostov region as one of the world tourism centers. The region holds over 500 congress events of international and federal levels, over 100 special exhibitions, provides space for 8 professional expo-firms. All these create additional conditions for attracting to Rostov region businessmen, scientists and artists from Russia and abroad, and developing of business (congress) tourism.
Rostov region provides all the necessary conditions for congress tourism. Rostov has definite grounds for business tourism development. The hotels have all the conveniences for organizing seminars, conferences, business meetings and negotiations. The conference halls have technical equipment and other necessary conditions for business events. Many hotels of Rostov-on-Don and region define congress services as one of the priority enterprising areas. The old hotels are being reconstructed according to the congress tourism needs. The majority of the business events are held by the congress hotel “Don-Plaza”, congress-hall “Vertol-Expo” and hotel “Rostov”.
4.Rural and Ethnographical tourism
- The Don land ethnography are the habits and ways of many peoples, inhabiting this part of the country since ancient times, the peculiar coloring of the Don Cossack villages, the Don Cossack folklore, various trades, Don Cossack cuisine, famous wines - the special trademark of the Don land.
- Rural tourism features tourist stay in rural areas, the accommodation in the Cossack farmsteads is provided. The tourists are offered a unique opportunity to try a variety of agricultural trades (free of charge), according to their interests, such as:
harvest gathering at the farmstead (in a garden or vineyard);
making house wine and fruit liquors, dairy products;
cooking dishes of the Don Cossack cuisine;
stocking dried fruits and medical herbs;
pasturing and looking after horses and other household animals at the farmsteads and farms;
fodder stocking and hay stacking;
crayfish catching and fishing.
There are 2 ethnographic preserve museums at the Cossack villages Razdorskaya and Starocherkasskaya of Rostov region, the rural settlements have corresponding tourist infrastructure. Thus, the rural tourism is connected with introduction into the Don Cossack traditions and way of life.
5.Water tourism
There are many wonderful places on the Don land, that were described in works by such famous writers as M. Sholokhov, A. Kalinin, V. Zakrutkin, and depicted by a number of prominent artists. However, only traveling by water you can enjoy all the peculiarities of the Quiet Donland, its natural beauty and coloring.
Water means of traveling in the Rostov region are represented by cruising to the regional historic places of interest, yacht and motor-boat trips across the Taganrog bay of the Azov sea, breathtaking rafting and kayaking adventures at the Don river and Severskiy Donets river, cruising at the endless Tsymlyanskoe sea, Proletarskij and Veselovskij reservoirs, recreation at the sandy beaches of the Southern coast by the Azow sea’s Taganrog bay.
Cruise Routes
The cruise route programs are represented by excursions to the regional historic places of interest (town of Azov, Cossack villages Starocherkasskaya, Romanovskaya and Konstantinovskaya). The cruise ships make stops for visiting museums, memorial complexes, historical places of interest. The cruise program offers open-air events, for tourists to have a swim in the Don river and participate in the variety of entertainment activities.
Every last Sunday of summer months the cruise ships take tourists to village Starocherkasskaya for participation in the folklore fest “Free Quiet Don”.
Besides, you can get unforgettable experience, going on a yacht or motor boat cruise in the Taganrog bay of the Azov sea or visiting preserve areas of the Upper Don land. The best option for exclusive holiday with you best friends. The tourists are welcomed to choose the route and places for going on shore for a picnic.
Rafting and Kayaking
All of us dreamt to conquer the seas. Active water traveling across the Rostov region rivers and reservoirs will help you keep fit spiritually and physically. Rafting and kayaking across the river are the unique experience, offered by the majority tour companies of Rostov-on-Don (“Cruise Company Voyage”, Agency “Mercury - 2000”, Company “Reina Tour NTV”). The raft with high skilled team can accommodate eight people. The standard tour lasts for five – seven days. Active water traveling with a tourist boat allows you to take as many thing as you want, eat what you want, enjoy your holiday and stay fit. This tourism type offers you to experience the beauty of the picturesque Don landscapes, to go fishing or swimming in the river.
Fishing
One of the best kinds of leisure on the Don land is fishing. The Don fishery has a long history. The Cossacks used to fish on light canoes, hollowed out of big trees. They used nets, hoops and other special devices. Fishery was very important for the Cossacks. The Don fish is very popular among the Russian and foreign gourmets since old times till present days. The vast Upper Don territories are perfect for generous fishing. There are over 50 fish species in multiple reservoirs – small rivers, channels, pure lakes and the Don river itself! The Don fishery trophies are rich in variety: regular gudgeon and noble vimba, night gloomy eelpout and swift bass with colorful stripy sides, brisk roach and heavy golden carp, inhabitant of the dark depths, the moustached giant sheatfish, torpedo-like “river shark” pike and sedate bream. There are also such famous fish species as the Don herring and royal fish. The clear Don river waters are inhabited by: zander, chub, asp, roach, ide, redeye, silver bream, silvereye, zope, and many other fishes.
The most famous recreation centers of Rostov region:
Recreation center “VeselyManych” on the bank of the Veselovsky reservoir offers you fishing on river, pike, bass, zander, carp, roach, redeye, bream.
The picturesque fishing lands of the M.A. Sholokhov’s preserve museum (Sholokhovsky district), visited by the famous Don land writer, welcome new guests, offering the best conditions for true fishing lovers.
Country club “MELEKHOV” (Kamensk-Shakhtinsky) offers you sport fishing. There is a special fishing lake just 7 km away from the club. You can bring you own fishery tackle or rent it in the club.
Hotel “Golden coast” (town of Taganrog).It is situated next to the Taganrog bay, guaranty you unforgettable fishing experience.
Recreation center “Chertanovka” (Azov district) offer fishing on carp, carp, grass carp, pike, bass, tench, roach, hybrid.
Recreation center “Blue Lakes” (town of Bataysk). Fishing on carp, carp, grass carp, pike, bass, tench, roach, hybrid.
Though you can go fishing not only to any fishing centers, the local fishermen have many cozy fishery places by the Don river and at its multiple tributaries, channels and lakes.
WindsurfingandKitesurfing
Windsurfing and Kitesurfing can give unforgettable active sport experience. There is a wonderful place at the Taganrog bay of the Azov sea called “Pavlo-Ochakov Spit”. The place is rather windy, so it is perfect for Windsurfing and Kitesurfing, attracting many sportsmen. There are many recreation centers of all levels at the spit. This is the spot for “KiteLife Camp” events. “KiteLife Camp” is not only a sport competition, it is a fest for everyone, where you can go surfing, participate in a competition or simply enjoy the show, meet old and new friends, learn something new and have fun at night at a real open-air surf party.
6.Ecology tourism
Ecotourism is traveling to places with relatively untouched nature, to learn the cultural and ethnographic peculiarities of particular territory, without disturbing the local ecosystem integrity.
There are untouched preserved natural territories in Rostov region. They are very important for the Don land wild nature resources preservation and restoration, and are very effective mechanisms for territorial ecological balance support, conservation of the natural biological diversity. Among the natural monuments of Rostov region should be mentioned the Sholokhov and Elansky lakes, centuries-old Giant Oak, Yasenevskaya, Kamennaya, Chulekskaya, Mukhina gullies, Manych-Gudilo lake, Persianovskaya steppe, Alexander forest, and many-many others. The only steppe zone in Europe, having the natural preserve territory status, is the unique steppe preserve “Rostovsky”, inhabited by the wild horses, the famous Don mustangs.
7.Tourism social
Social tourism is one of the high-priority tendencies of development for the tourist industry in the Rostov region
For 2 years under the regional special-purpose program «The development of tourism in the Rostov region for 2008-2009» and with the assistance of the regional administration we have been organizing excursions based on the main tourist routes of the Don kray and aimed at the socially unprotected groups of society. 160 disabled children, orphans and children of the socially unprotected parents from the northern parts of the Rostov region have been given 4 two-day weekend tours. They saw the sights of Rostov-on-Don, Azov, Aksay, Novocherkassk and Starocherkassk, went to the Rostov zoo, visited different museums and cultural monuments and many other historic places of the southern part of the Rostov region. 294 people including visually and aurally impaired, retired people and veterans participated in 7 one-day excursions organized specially for them.
8.Horse tourism
Equestrian tourism becomes more and more popular around the world. It is much more interesting than traveling in a locked up car or carrying a heavy back pack on your shoulders. Equestrian sport positively effects your health and is useful for people of all ages. It is a wonderful to take a rest from the hectic city life and enjoy the beauty of nature. Surely, it is necessary to have certain riding skills (at least to sit in a saddle), but they can be easily acquired by people of all ages.
BRANDING.
These days the necessity to form and develop regional brands is often discussed by not just experts at subject conference, but even administrators(when they, for example, generate more or less long-time region’s development strategy).
A territory’s brand is primarily a strong idea. The image, communications are nothing but instruments. Branding produces nothing, it’s aim is to produce a good impression and substantiate this by interaction practices between the brand and its target audience. Generally speaking a territorial brand helps do four things: explain the investors that local project financing is attractive, is provided with assets, and it is safe; explain the customers beyond the region why Made in… is a synonym to definite positive consumer qualities, as well as attract tourists and provide conditions to withhold young people, as well as attract qualified migrants.
The Rostov Region hardly needs rebranding, it has to form its own brand. The choice of such brand should be based on the things emphasizing the region’s onliness. Otherwise it will not be recognizable. A successful brand is characterized by the following four key parameters: its onliness ; its ideology converting onliness into history; justification of the factors- expectation formation and justifiability; optimal architecture. The latter is of special importance as it defines the way the brand, this territory’s companies, maintains balance in information interaction. A brand is a port combining all positive territorial manifestations to achieve a shared objective.
The Don silver horseshoe
Tourist route “The Silver Horseshoe of the Don” is the tourist brand of the Don land, combining informative, water, ecological, rural, ethnographical and other types of tourism.
The tourist route “The Silver Horseshoe of the Don” features the most significant tourist attractions of Rostov region. It comprises of a route, conditionally going along three “horseshoes” – the big, medium and small ones.
“The Big Horseshoe” goes through the following towns and villages: Taganrog – Rostov-on-Don – Novocherkassk – Shakhty – Belaya Kalitva – Kamensk-Shakhtinsky – Millerovo – Veshenskaya – Morozovsk – Tsymlyansk – Romanovskaya – Konstantinovsk – Azov.
“The Medium Horseshoe” features: Taganrog - Rostov-on-Don, Razdorskaya – Kochetovskaya – Semikarakorsk – Veseliy – Proletarsk – Salsk – Tselina – Zernograd - Azov.
“The Small Horseshoe” includes: Taganrog – Tanais – Rostov-on-Don – Aksay – Novocherkassk – Starocherkassk – Azov.
But these days we can speak of quite a number of associations and attributes that nay, or may not, become a basis for the regional brand. In my opinion such associations are the Don, Sholokhov, Rotselmash, Don Tabacco, Papa Rostov. All this and many other things is what you can work with, but the Rostov Region has not formed its brand yet.
Literature
1.AnnaPalagina “Rostov region. Tourism potential of the Sea of Azov Taganrogsky Gulf”.
Organization of the Black Sea Economic Cooperation Fourth International Conference “Development of Tourism Infrastructure in the Black Sea Region” 2-4 October 2008. Gelendzhik, Krasnodar region, Russian Federation. p.66
2.illustrated magazine “Rostov Region”. Founded and published by Media Agency “Don” LLC. №4/2010 p.56
3. rism.ru
4. r />
5. ссылка скрыта
Соколова Мария
Don State Technical University
5 COMPONENTS OF BARACK OBAMA’S SUCCESS
Author analyzed Barack Obama’s pre-election campaign and highlights 5 components of his success: budgeting, focus on youth, image, publicity’s building and usage of Internet resources.
Key words: pre-election campaign, budget, public face, “youth media”, supporting, website, social networking.
Next year we are going to facilitate the election campaigns of Russian and American presidents and we will get an opportunity to compare their promotion. That's why I would like to present you some information about Barack Obama's pre-election campaign in 2008.
Barack Hussein Obama began his pre-election campaign with minimal resources: there was practically no money, the candidate - young, black, unexperienced and not a very handsome guy. But he gathered around himself a brilliant team, headed by three men - David Akserold, Dave Plouffe and Mark Andersen.
This pre-election campaign came into history as the first U.S.A. campaign based on the principles and laws of Digital Generation. And I’m going to explain you how it happened.
- Budgeting.
All the wishers: workers, students, housewives could invest money into this campaign. Some of them donated only 10 or 20 dollars. Obama’ resources seemed to be unlimited. During the first half of 2007, the Obama’s campaign had accumulated $ 58 million. It was a tremendous success within the first six month of his pre-election campaign.
- Focus on the youth.
The target audience was the young generation. First of all, youth was not dedicated to competitors. Secondly, the youth exchanges information fast and mobile, uses Internet, social networks, blogs, etc. Thirdly, young people can be touched by emotional factors. However, it was a very risky choice. But the risk was justified by the skillful use of "youth media".
- Image creation.
One of the hardest things in the preparation of the pre-election campaign was creation of Obama’s image. Barack Obama’s Image, of course, is qualitative work of image-makers. The public face of Barack Obama is his appearance (skin color, smile, expressive facial expressions and gestures), the youth, race, law degree, a commitment to religion, kind family relationships. In general, Barack Obama’s public face had become strong, charismatic, confident, but, at the same time, looking as an ordinary Afro-American with his own advantages and disadvantages. He had nothing to hide, open hearted &out-going. He is a good husband and father, believing Christian, a charming, prone to compromise a modern man. As a result, the image created for Barack Obama, met all the requirements of modern American society.
- Speeches.
The essence of the pre-election campaign can be described in three words and one sentence: change, hope, believe and Yes We Can. For example, you find phrase Yes We Can at the end of each paragraph в конце его речей
In pre-election speeches, Barack Obama played in the hands of U.S.A. history, the "high purpose" of the country and the people’s feelings. During the campaign, candidate had put on end the Iraq war, fight for energy independence and universal healthcare. His campaign slogans are "Change, in which we believe" and "Yes we can!".
Obama was supported by the musicians, releasing the album «Change Is Now: Renewing America's Promise», consisting of 18 songs. The album was sold with a special DVD, containing a record of Barack Obama’s speeches. Among the singers whose songs can be found on the disc were Stevie Wonder, Sheryl Crow, Lenny Kravitz, Usher, Maroon 5 and others.
We can see, that his speeches….
The celebrities supported the candidate voluntary. The slogan "Change Can Happen" was close to them. In particular, the rapper Snoop Dogg said: Obama has proved the voters that America is ready for a new black president.
As a result, inhabitants of different countries associated the coming Afro-American candidate Barack Obama with the changes for the better. "Obamamania” spreaded around the world. Barack Obama, practically unknown to anyone, has become a modern pop idol.
And now, I open the main competitive edge of his campaign for you.
5. Usage of website and social networking.
Obama pre-election website ссылка скрыта was created by Chris Hughes. His site logged more than 70,000 users. You can find all his pre-election speeches here.
The usage of social networking is recognized as one of the fastest and most effective online marketing. Obama was everywhere: YouTube, Facebook, MySpace, Twitter, Digg, Flickr and other links. Barack Obama became the owner of the most visited pages. As a result, Barack Obama had supporters and fans all over the world.
All bloggers activated and joined another site - fightthesmears.com, created by the Obama's staff. Users can report on any new negative rumors themselves and reject it there.
As a result, the Presidential campaign of Barack Obama changed the idea of pre-election strategy, agitation, attraction funds. Obama again attracted young people to the polls.