generalization and synthesis. Their application made
it possible to ensure the validity and reliability of the
conclusions and proposals.
The cities of Moscow, St. Petersburg and Kazan
were selected for the study as recognized centers of
international and Russian tourism.
The empirical part of the research was carried out
using the survey method.
In order to identify the unity of views or
disagreements, the survey was conducted among
consumers and stakeholders of the tourism industry.
700 questionnaires were sent by e-mail to tourists
visiting these cities. The survey was conducted during
2020. Within the framework of this study, 297 fully
completed questionnaires were received.
The stakeholder sample consisted of 29
respondents representing two types of tourism
activities:
active entrepreneurs in the tourism sector (N =
19);
local government representatives authorized to
represent the tourism sector (N = 10).
The study used a quantitative approach based on
the IPA method (importance-performance analysis)
(Eskildsen, Kristensen, 2006). The essence of the
methodology is to measure the level of people's
interest in the activities of other groups. Interest was
measured by comparing the level of expectations and
the level of performance.
The average scores on the criteria of "importance"
and "performance" were assessed on a five-point
Likert scale: 0-1.5 - "not at all important", 1.6-2.5 -
"not important", 2.6-3.5 - "indifferent ", 3.6-4.5 -"
important ", 4.6-5.0 -" very important "and 0-1.5 -"
completely dissatisfied ", 1.6-2.5 -" dissatisfied ", 2.6-
Possibly Overkill 3.5 - "partially satisfied", 3.6-4.5 -
"satisfied", 3.6-4.5 - "very satisfied"
At the final stage, the average scores are plotted
on a matrix for analysis. The matrix is represented by
two intersected coordinate axes “importance” and
“performance” that divide the space into four squares:
“Keep up the Good Work”, “Possibly Overkill”,
“Lower Priority” and “Concentrate Here".
The “Keep up the Good Work” square indicates
those attributes of the object that are important to
customers and with which they are satisfied. The
challenge for the tourism business is to maintain this
state of affairs. The “Possibly Overkill” square
indicates a possible overuse of resources on those
attributes of an object that are unimportant to
consumers and do not have a noticeable effect on their
behavior. The "Lower Priority" square identifies
those attributes of an object that have received
insufficient attention and resources. It is not
recommended to spend additional funds on these
attributes, as they also do not matter much to
consumers. The “Concentrate Here” square
highlights the problematic attributes of the object.
They are extremely important to consumers and
largely determine their behavior, but the tourism
industry does not devote enough attention and
resources to them.
To assess the respondents in the questionnaire, the
main groups of objects of tourist infrastructure were
presented:
Transport support: airport, railway and bus
stations, developed and accessible public transport
network, taxi, car rent, parking areas, high-quality
road network, car service modules (gas station, car
wash, sale of spare parts and minor repairs), auto
camping, equipped parking for tourist buses.
Accommodation: 4-5 star hotels, 1-3 star hotels,
hostels, recreation centers, individual residential
houses, rented apartments.
Catering: restaurants and cafes, canteens, fast
food outlets, street stalls.
Consumer, medical and financial services: malls,
supermarkets, small convenience stores, markets, dry
cleaners and laundries, hairdressing salons, repair
shops, medical centers, banks, ATM, currency
exchange offices.
Leisure and entertainment: museums, theaters, art
galleries, sports facilities, theme parks and
amusement parks, cinemas, exhibition complexes.
Information support and communication systems:
tourist information centers, mobile communication,
accessible internet.
Communal systems: power supply systems, water
supply and sewerage systems, outdoor lighting
systems.
3 RESULTS AND DISCUSSION
The analysis shows that 75% of all selected objects of
tourist infrastructure in the survey of tourists were
attributed to the square "Keep up the Good Work"
(Table 1). Stakeholders referred 68% of objects to the
same zone. At the same time, the least used square
turned out to be “Concentrate Here”: 6% among
tourists and stakeholders. Thus, we can talk about a
satisfactory assessment of the tourism infrastructure
in general by both groups of respondents. However,
these indicators are averaged; when considering the
“Importance - performance” matrices for individual
groups of infrastructure, the inconsistency of opinions
of the groups of respondents is revealed.