Современные проблемы сервиса и туризма 2016_v.10_#4 | Page 57
Современные проблемы сервиса и туризма
Evgeniy M. NIKOLAEV
№ 4/2016 Том 10
Vice-President of the International Tourist Academy;
Moscow Humanities University (Moscow, Russia);
PhD in Pedagogic, Associate Professor;
e-mail: [email protected]
“INTOURIST” – O N THE STABILITY OF BRAND
AND VICISSITUDES OF THE HISTORY
Keywords:
brand «Intourist»,
entrance tourism,
influence of ideology
on tourism, economics
of tourism, scheme
of funding, public
administration of
tourism
The article deals with history of specific problems of interference of the ideology, policy and
economy, which turn tourism from an independent field of activity into the tool of the solution
of the current ideological and political tasks. «Intourist» during a long historical period acted
as such tool due to its special role and dominant position in the tourism industry of the Soviet
Union. The author draws the conclusion that long existence and stability of a brand «Intourist»
are caused by specific conditions of its existence and strong support from party and government institutions of the USSR. Based on statistical data, correlation between development
indicators of entrance tourism in the USSR and a development level of the communistic movement in a number of the European countries is shown. The authors concludes that the true
objective of increasing inbound tourism flows in the Soviet Union were the ideological and political, namely, the promoting achievements of the USSR in building socialism and communism,
and the desire to expand its international influence by secret funding of communist orientation
parties in foreign countries. The article describes the history of existence and transformation of
«Intourist» from the moment of its creation and up to now. The author also considers causeand-effect relations between political and ideological problems solved by Communist party of
the Soviet Union in certain historical period and the status of «Intourist» in system of public
administration. The article demonstrates nonconventional approaches to research the historical, economic and organizational processes, which have been happened and happen now in
the Soviet and Russian tourism. It allows to look at its development under a new point of view.
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Николаев Е.М. «Интурист»: об устойчивости бренда и перипе- Nikolaev, E.M. (2016). «Intourist» – on the stability of brand
тиях истории // Современные проблемы сервиса и туризма. and vicissitudes of the history. Sovremennye problemy servisa
Т. 10. № 4. С. 86–95. DOI: 10.22412/1995‑0411‑2016‑10‑4‑86‑95. i turizma [Service and Tourism: Current Challenges], 10(4), 86–95.
doi: 10.22412/1995‑0411‑2016‑10‑4‑86‑95 (In Russ.).
Дата поступления статьи: 02 августа 2016 г.
Received August 2, 2016.
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