Sociocultural Resources of the Region as a Factor in the Development of Rural Tourism

The article analyzes the programs of social and economic development of Russia’s regions. It actually focuses on the main  directions for the development of domestic tourism in the Mari El  Republic. Ethno-tourism is a priority direction of tourism  development in the region. Special attention is paid to the forms of  the organization of rural tourism. The region under study has low  current socio-cultural indicators. The Mari El Republic is located on  an average level of modernization: low rates of economic  development, negative dynamics of demographic processes, low  level of incomes of the population, high level of poverty. At the same time, the social survey shows a low level of migratory moods,  a positive attitude of rural residents to the region, high rates of  social stability, protection from various social and political risks and  dangers. The values of well-being, work, and traditions are of great importance for the rural population. The traditionalism is based on a  high level of religiosity. The entrepreneurial potential of the rural  population is low enough and is limited both by the shortage of funds for initial investment and by low motivation. The employment of  people by state-owned organizations contributes to the fact that  people retain exploded attitudes and inclinations to the stability of  incomes. Currently, 7% of respondents are engaged in  entrepreneurial activity. 14% of the respondents expressed a desire  to “have a business of their own”. The study revealed no negative attitude towards entrepreneurs. The article presents the results of  the investigation of three case studies of rural tourism in the region.  The authors of the article conducted three informal interviews with  entrepreneurs that own small tourist businesses. The interviews  revealed some specifi c features of motivation of the entrepreneurs  and their interaction with the population. The informants had had  considerable experience in other business areas before they turned to rural tourism. And those were social motives that the entrepreneurs were guided by. This resulted in their positive  attitudes towards local communities. They are enthusiasts of local  tourism development. However, their efforts are not enough to form  a market for rural tourism services. It is necessary that the state  should support and establish target programs in order to create a supportive institutional environment.

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