Ethnic Tourism in the Tula Region: Attractions and Target Audience
Domestic tourism, including ethnic tourism, is gaining popularity in the Russian tourism market, particularly in the Tula region. A review of Russian researchers' work over the past ten years has revealed the multifaceted nature of the concept of “ethnic tourism.” An analysis of publications confirmed the growth trend of this segment in the Russian tourism market. The Tula region has significant potential for the development of ethnic tourism, but this potential has not been fully realized: the sites in this area have not been sufficiently studied and promoted, and there is no clear understanding of the preferences of potential consumers of this type of tourism product. The paper presents a study aimed at identifying and analyzing existing ethnic tourism facilities in the Tula region and determining the marketing profile of the target audience. The results of the study showed that the region possesses a variety of resources of interest to tourists, including unique architectural monuments, handicrafts, folklore traditions and gastronomic specialities. Most of the sites have high ethnocultural value and offer visitors a unique immersive experience in the world of folk culture. A survey conducted on social networks using the Google Forms tool revealed the preferences of the target audience of potential tourists. Tour operators can use the results of the study to develop a competitive ethnic tourism product in the Tula region.
Ponomareva, I. Yu., Cherkasov, N. R. (2025), “Ethnic Tourism in the Tula Region: Attractions and Target Audience”, Research Result. Business and Service Technologies, 11 (4), pp.
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The study was carried out within the framework of the state budget research project No. 02-23 “Development of special types of tourism in the Tula region”