Natural and recreational potential of the region: opportunities and prospects for use in the post-pandemic period

The main content of the study is the analysis of the interpretation of the term “natural and recreational potential” in its modern understanding, given the increased role of the tourism industry in preserving and building up human potential in the post-pandemic period. The study of this problem against the background of the new Tourism and the Hospitality Industry National Project currently being developed is relevant, since it affects the key component of the natural resource base for the development of the national economy, reveals the strategic prospects for ensuring sustainable socio-economic development of the regions of the country with recreational and tourist specialization. The authors conclude that the natural recreational potential is not only the totality of the natural recreational resources of the territory in their quantitative and qualitative representation, but also the prevailing conditions for their use (subjective and objective), latent capacities that can limit or activate the development of tourist activities in the regions. The hierarchical structure of the natural and recreational potential of the region is presented, which includes, in addition to natural recreational resources, a group of factors that affect the efficiency of their use. The paper determines that access to the technological aspects of tourism industry management, using digitalization in the Big Data mode, is a key factor in ensuring the rational and effective use of natural and recreational potential in the creation of regional tourism products, to promote sustainable socio-economic development regions of Russia. In the course of the research, along with general scientific methods, systemic and structural-functional approaches, comparative and retrospective methods of analysis were used.

Tourism in the era of social media: picture or reality?

The development of social networks and universal digitalization have led to widespread changes in society and in all spheres of activity, including tourism. The growing popularity of information platforms containing content created by travelers has determined the vector of scientific research towards the dominant role of social networks at the stage of the travel planning process. The increased impact of social networks as the main source of tourist information determines the tourist location, place and type of residence. As a rule, the choice of potential tourists is determined by interesting stories, colorful landscapes, reviews, formed public opinion and other content broadcast on the network by users. The article defines the role of social networks (travel blogs, forums) in modern society. It is shown that social networks have replaced travel agents, GPS-numerous maps and guidebooks, and the Instagram feed – a photo album. The authors conclude that modern travel has completely moved to the digital environment and now it is almost impossible to imagine a trip without posts on social networks and an endless stream of recommendations in the comments. The article pays special attention to the role of Instagram in the modern development of tourism, including negative aspects that have a disastrous impact on the industry.

The concept of sustainable tourism development in a new reality

Tourism has turned out to be one of the most affected areas of socioeconomic activity due to the spread of the pandemic. Restrictions on the movement of citizens practically brought down international tourism and caused serious damage to the national economies of those countries in which income from tourism activities made a significant contribution to the country's GDP. Efforts to create sustainable tourism systems have been destroyed, and the theory of sustainable tourism development itself needs to be updated. The relevance of this study is due to the fact that the tourism industry, which is experiencing the deepest decline in the history of tourism development, should receive new tools necessary for its restoration and further sustainable development. The study used monographic, statistical, comparative and other methods of scientific research, which made it possible to identify and formulate the author's proposals to expand the concept of sustainable tourism development. It is quite obvious that after the pandemic, world tourism will recover, but this will be a period of tourism development completely different from the previous stages. In the course of the research, the features of tourism development in the context of the socalled new reality were investigated. It is shown that the safety of tourism in terms of compliance with sanitary and epidemiological standards has become one of the important parameters in assessing the competitiveness of tourist destinations. As a result of the study, a proposal was formulated and substantiated that the concept of sustainable tourism development, in addition to economic, environmental and social components, must be supplemented with an information and communication component, as the most important attribute of the global digitalization of society.

Personnel management in the context of the development of the digital economy

The problems of adaptation of the state, citizens, organizations to the realities of the digital economy of Russia and the world reveal a number of tasks that require study and search for solutions. The results of the digital economy, depending on its subject, can be different: for the state, it is the improvement of legislation and control over its implementation; for citizens – the availability, reliability of information, as well as the availability of goods and services of appropriate quality; for businesses – strengthening competitive advantages with the use of IT; for innovators promoting the ideas of the digital economy – the implementation of IT solutions in practice, etc. Process management implemented in organizations also requires rethinking in order to digitalize business processes and “embed” enterprises into the digital economic environment of the state and the world. The digitalization of the personnel management sphere requires a revision of the functions of the personnel management system in order to develop and apply new tools in the HR industry, which will make it possible to implement the digitalization of the personnel management system. In the context of the digitalization of society, digital skills and digital competencies have become in demand, the basis of which is information literacy: the ability to work effectively in search engines, knowledge of search operators, the skill to quickly find the necessary information in authoritative sources; the skill of collecting relevant data and conducting research based on large amounts of digital data. The presentation of the skills of a modern employee in the form of such categories as Hard-skills, Soft-skills, Digital-skills, Power-skills is the basis for the implementation of the competence-based approach at the stages of human resource development in an organization that implements the functions of personnel management in the context of the development of the digital economy.

Management consulting in the system of continuing professional education

The article reveals the features of continuing professional education as an important element of the organizational structure of the existing education system in Russia. Continuing professional education as an object that has its own organizational structure appears as a carrier of the need for effective management, in the rationalization of the process of forming various management decisions. In general, the management of the system of continuing professional education in our country should be considered successful, but some management problems remain unresolved. One of them is the problem of increasing the level of validity of management decisions: strategic, tactical, operational, improving the quality, reliability and degree of their compliance with the real conditions of the system of continuing professional education. As part of the solution to these problems, the necessity of introducing management consulting tools into the management of continuing professional education organizations is substantiated. The features of management consulting, its methodology and methods are considered. The concept of "combined consulting" in the field of continuing professional education is introduced. It is shown that consulting, as professional assistance in solving key problems and achieving sustainable success in the activities of organizations of the system of continuing professional education, is a management reserve, the rational use of which will ensure the formation of an innovative process, which is the most important factor in the strategic adaptation of the system of continuing professional education in a dynamically developing external environment.

On the development of the communicative competencies of service specialists

The transition to a digital economy is an objective reality of our days. The concept of the digital economy is associated with the transformation of the value system (increasing the importance of learning and creative attitude to business) and the change in the human model (from Homo economicus to Homo faber). This predetermines the need to identify the competencies most in demand in the new society, which a person should possess. Researchers indicate different types of competencies, but everyone agrees that a prerequisite for life in a digital society is communicative competence as a person's ability to establish connections with other people and interact with them in the process of transferring intellectual capital. Developed communicative competence is of particular importance for service professionals. The development of communicative competence can be carried out in the process of selfeducation throughout a person's life and in the process of training in vocational education institutions. These areas are closely related to each other, therefore, the work should be carried out in a comprehensive manner – from the promotion of the values of education and the competitiveness of persons with higher professional education to the appropriate funding of educational institutions that are obliged to form communicative competence in graduates, and control of the results obtained. Control of the formation of communicative competence can be carried out through sociological research. The article presents the results of assessing the level of emotional intelligence as one of the components of communicative competence according to the method of N. Hall on the example of students of Bratsk State University of three profiles of training bachelors (humanitarian, technical and "digital" areas). The study showed the need to manage the process of developing students' emotional intelligence in the system of higher professional education. Possible management tools are the active promotion of the value of “lifelong learning” and the impact on the organizational culture in order to inculcate the necessary values in students. The article also contains a model for the development of competencies necessary for the formation of a competitive specialist and the development of the whole society.