Современные проблемы сервиса и туризма, 2021, том 15, № 2

Современные проблемы 
сервиса и туризма

Научно-практический журнал

2021
Том 15 №2

УЧРЕДИТЕЛЬ:
Федеральное государственное 
бюджетное образовательное 
учреждение высшего образования 
«Российский государственный 
университет туризма и сервиса» 
(Москва).
Журнал основан в 2007 г.
Выходит 4 раза в год.

ОСНОВНЫЕ СВЕДЕНИЯ
О ЖУРНАЛЕ:
DOI: 10.24412/1995-0411
ISSN: 1995–0411
eISSN: 2414–9063
Зарегистрирован в Федеральной 
службе по надзору за соблюдением 
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наследия (свид-во о регистрации СМИ 
ПИФС77–31758 от 25.04.2008 г.).
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рецензируемых научных журналов 
и изданий ВАК РФ (распоряжение 
Минобрнауки России № Р-161 от 
30.09.2015), в которых могут быть 
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КОНТАКТЫ:
Адрес редакции: 141221, РФ,
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д. п. Черкизово, ул. Главная, 99, к. 1.
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ПЕРЕВОД: 
Афанасьева А.В. –  к.геогр.н., доц.

гЛАВНЫЙ РЕДАКТОР

Афанасьев О.Е. – Российский государственный университет туризма и сервиса, лауреат 
Государственной премии Украины в области образования, д.геогр.н., проф.

РЕДАКЦИОННЫЙ СОВЕТ

Александрова А.Ю. – Московский государственный университет им. М.В. Ломоносова, Лауреат Премии Правительства Российской Федерации в области туризма, 
д.геогр.н., проф.
Андрадес-Калдито Л. – Университет Эстремадуры (Испания), координатор NETOUR, 
PhD, проф.
Ванхилл С.Р.Ч. – Лимерикский университет (Ирландия), PhD, адъюнкт-проф.
Влодарчик Б. – Лодзинский университет (Польша), директор Института географии городов и туризма, PhD, проф.
Гладкий А.В. – Киевский национальный торгово-экономический университет (Украина), д.геогр.н., проф.
Диманш Ф. – Университет Райерсона (Канада), директор Школы гостеприимства и туристического менеджмента Теда Роджерса, PhD, проф.
Дуайер Л. – Университет Нового Южного Уэльса (Австралия), PhD, проф.
Иванов С.Х. – Варненский университет менеджмента (Болгария), PhD, проф.
Корстанье М.Э. – Университет Палермо (Аргентина), PhD, ст. науч. сотр.
Милева-Боянова С.В. – Софийский университет Святого Климента Охридского (Болгария), PhD, проф.
Мюллер Д. – Университет Умео (Швеция), PhD, проф.
Неделиа А.-М. – Сучавский университет им. Штефана чел Маре (Румыния), PhD, доц.
Пулидо-Фернандес Х.И. – Университет Хаэна (Испания), PhD, проф.
Радж Р. – Городской университет Лидса (Великобритания), PhD
Рекоски Р. – Государственный университет Святого Климента Охридского (Македония), 
д.юрид.н., проф.
Сааринен Я.Ю. – Университет Оулу (Финляндия), вице-президент Международного географического союза (IGU), PhD, проф.
Сафаралиев Г.К. – депутат ГД Федерального Собрания РФ, член-корреспондент РАН, 
д.физ.-мат.н., проф.
Сигала М. – Университет Южной Австралии (Австралия), PhD, проф.
Теркенли Ф. – Университет Эгейского моря (Греция), PhD, проф.
Тюрнер Л.У. – Университет Виктории (Австралия), PhD, проф.-исслед.
Ульянченко Л.А. – Российский государственный университет туризма и сервиса, 
д.экон.н., проф.
Фу Я.-И. – Индианский университет – Университет Пердью в Индианаполисе (США), 
PhD, доц.
Холл К.М. – Университет Кентербери (Новая Зеландия), PhD, проф.
Хью-Августис С. – Государственный университет Болл (США), PhD, проф.
Шовал Н. – Еврейский университет в Иерусалиме (Израиль), Президент Израильской 
географической ассоциации, PhD, проф.
Шпилько С.П. – Президент Российского Союза Туриндустрии, член Делового совета Всемирной туристической организации (UNWTO), к.экон.н.

РЕДАКЦИОННАЯ КОЛЛЕгИЯ

Вапнярская О.И. – Российский государственный университет туризма и сервиса, 
к.экон.н., доц.
Евстропьева О.В. – Институт географии им. В.Б. Сочавы СО РАН(РФ, Иркутск), к.геогр.н., 
с.н.с.
Кривошеева Т.М. – Российский государственный университет туризма и сервиса, 
к.экон.н., доц.
Лагусев Ю.М. – Российский государственный университет туризма и сервиса, д.пед.н., 
проф.
Морозов М.А. – Финансовый университет при Правительстве Российской Федерации, 
д.экон.н., проф.
Оборин М.С. – Российский экономический университет им.Г.В. Плеханова, Пермский 
институт (филиал); Пермский государственный национальный исследовательский университет; Пермский государственный аграрно-технологический университет им. акад. 
Д.Н. Прянишникова (Пермь, РФ); д.экон.н., проф.
Саранча М.А. – Российский государственный университет туризма и сервиса, д.геогр.н., 
проф.

ОТВЕТСТВЕННЫЙ СЕКРЕТАРЬ: Афанасьева А.В. – к.геогр.н., доц.

Service & Tourism: 
Current Challenges 

Scientific and practical journal

2021
Том 15 №2

PUBLISHER:
Russian State University
of Tourism and Service (RF, Moscow).
Founded in 2007.
Published 4 issues a year.

BASIC INFORMATION
ABOUT THE JOURNAL:
DOI: 110.24412/1995-0411
ISSN: 1995–0411
eISSN: 2414–9063
Journal registered by the Federal Service 
for Supervision of Legislation in Mass 
Communications and Cultural Heritage 
Protection, RF
(Reg. ПИФС 77–21758 issued 
25.04.2008).
Peer-reviewed journal.
The journal was included in the list of 
the leading peer-reviewed scientific 
journals recommended by the Higher 
Attestation Commission for publication 
of thesis results.
The journal is included in the Russian 
Science Citation Index, EBSCO, Google 
Scholar, UlrichsWeb, etc.
The journal is available in the Scientific 
Electronic Library (http://elibrary.ru).
All rights reserved.
Citation with reference only.
Disclaimer: https://www.spst-journal.
org/index/0-34

CONTACTS:
Editorial office: 141221, Russia, Moscow 
region, Pushkino district, village 
Cherkizovo, 99 Glavnaja str., build. 1.
Tel./fax: +7.495.940 8361, 62, 63, add. 
395; mob. +7.967.246 3569
Web: https://www.spst-journal.org
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editor@spst-journal.org

EXECUTIVE SECRETARY:
Alexandra V. Afanasieva,
PhD in Geography

INTERPRETER:
Alexandra V. Afanasieva,
PhD in Geography

EDITOR-IN-CHIEF

Oleg E. Afanasiev – Russian State University of Tourism and Service (RF, Moscow), PhD  
(Dr.Sc.) in Geography, Professor, Laureate of the State Prize of Ukraine in the sphere of education

EDITORIAL COUNCIL

Anna Yu. Aleksandrova – Lomonosov Moscow State University (RF, Moscow), PhD (Dr.Sc.) 
in Geography, Professor
Lidia Andrades-Caldito – University of Extremadura (Spain, Caceres), NeTour Coordinator, 
PhD in Economics, Professor
Frederic Dimanche – Ryerson University (Canada, Toronto), Directorof the Ted Rogers 
School of Hospitality and Tourism Management, PhD, Professor
Larry Dwyer – University of New South Wales (Australia, Sydney), School of Marketing, Australian Business School, PhD, Professor
Yao-Yi Fu – Indiana University – Purdue University Indianapolis (USA, Indianapolis), PhD, 
Associate Professor
Аlexander V. Gladkey – Kyiv National University of Trade and Economics (Ukraine, Kyiv), PhD 
(Dr.Sc.) in Geography, Professor
C. Michael Hall – University of Canterbury (New Zealand, Christchurch), PhD, Professor
Sotiris Hji-Avgoustis – Ball State University (USA, Muncie, Indiana), PhD, Professor
Stanislav H. Ivanov – Varna University of Management (Bulgaria, Varna), Vice Rector for 
Academic Affairs and Research, PhD, Professor
Maximiliano E. Korstanje – University of Palermo (Argentina, Buenos Aires), PhD, Senior 
Researchers
Sonia V. Mileva-Bojanova – Sofia University “St. Kliment Ohridski” (Bulgaria, Sofia), PhD 
(Dr.Sc.), Professor
Dieter K. Müller – Umea University (Sweden, Umea), PhD, Professor
Alexandru-M. Nedelea – Stefan cel Mare University of Suceava (Romania, Suceava), PhD, 
Associate Professor
Juan I. Pulido-Fernandez – University of Jaen (Spain, Jaen), PhD, Associate Professor
Razaq Raj – Leeds Beckett University (UK, Leeds), PhD
Risto Rechkoski – State University “Sv. Kliment Ohridski” (North Macedonia, Bitola, Ohrid), 
PhD (Dr.Sc.) in Law, Professor
Jarkko J. Saarinen – University of Oulu (Finland, Oulu), Vice-President of the International 
Geographical Union (IGU), PhD, Professor
Gadzhimet K. Safaraliev – Chairman of the State Duma RF (RF, Moscow), PhD (Dr.Sc.), Professor
Noam Shoval – Hebrew University of Jerusalem (Israel, Jerusalem), PhD, Professor
Sergey P. Shpil’ko – Chairman of Moscow Tourism Committee (RF, Moscow), President of 
the Russian Union of Travel Industry, member of the Business Council of the World Tourism 
Organization, PhD in Economics
Marianna Sigala – University of South Australia (Australia, Adelaide), PhD, Professor
Theano S. Terkenli – University of the Aegean (Greece, Mytilene), PhD, Professor
Lindsay W. Turner –Victoria University (Australia, Melbourne), College of Business, PhD, 
Research Professor
Ljudmila A. Ulyanchenko – Russian State University of Tourism and Service (RF, Moscow), 
PhD (Dr.Sc.) in Economics, Professor
Stephen R.C. Wanhill – University of Limerick (Ireland, Limerick), PhD, Adjunct Professor
Bogdan Wlodarczyk – University of Lodz (Poland, Lodz), Director of the Institute of Urban 
and Tourism, PhD, Professor

EDITORIAL BOARD

Ol’ga I. Vapnyarskaya – Russian State University of Tourism and Service (RF, Moscow),  
PhD in Economics, Associate Professor
Oksana V. Evstropeva – V.B. Sochava Institute of Geography SBRAS (RF, Irkutsk), PhD (Dr.Sc.)  
in Geography, Senior Researcher
Tatiana M. Krivosheeva – Russian State University of Tourism and Service (RF, Moscow),  
PhD in Economics, Associate Professor
Yuriy M. Lagusev – Russian State University of Tourism and Service (RF, Moscow), PhD  
(Dr.Sc.) in Pedagogic, Professor
Mikhail A. Morozov – Financial University under the Government of the Russian Federation 
(RF, Moscow), PhD (Dr.Sc.) in Economics, Professor
Matvey S. Oborin – Plekhanov Russian University of Economics, Perm Institute (branch); 
Perm State National Research University; Perm State Agro-Technological University named 
after Academician D. N. Pryanishnikov (Perm, Russia); PhD (Dr.Sc.) in Economics, Professor
Mikhail A. Sarancha – Russian State University of Tourism and Service (RF, Moscow), PhD  
(Dr.Sc.) in Geography, Professor

Содержание

5

КОЛОНКА ГЛАВНОГО РЕДАКТОРА 

Нишевые (редкие) виды туризма: ресурсы и проблемы развития

ЛОКАЛЬНОЕ В ГЛОБАЛЬНОМ: ФОРМУЛА ТУРИЗМА 

7
Гасанова Р.Р., Арпентьева М.Р., Дувалина О.Н.
Нишевый туризм как психолого-педагогическая практика и направление  
дополнительного образования 

19
Морозова Н.С. 
Методологические подходы к изучению нишевых видов туризма  
и их роль в развитии туристских дестинаций

РЕГИОНАЛЬНЫЕ ПРОБЛЕМЫ РАЗВИТИЯ ТУРИСТСКОГО СЕРВИСА 
 

27
Кушнир К.В. 
Туризм специальных интересов в региональном контексте (на примере Российского Приазовья)

36
Оборин М.С. 
Караванинг как инновационный вид туризма

47
Фирсова А.В., Григорьева М.И., Лившиц Е.В. 
Арт-медиация: технология создания инклюзивных экскурсионных программ

58
Шабалина Н.В., Азина Е.А., Каширина Е.С. 
Потенциал российских регионов для развития промышленного туризма

РЕГИОНАЛЬНЫЕ СТУДИИ ТУРИЗМА 

68
Розанова Л.Н., Садыкова Э.Р., Кулягина Н.Г., Абдракипова Г.Р., Сотова А.А., Стефаненко Е.Р. 
Нишевые виды туризма в Республике Татарстан: ресурсный потенциал и перспективы развития

НОВЫЕ ТУРИСТСКИЕ ЦЕНТРЫ 

81
Фазлуллин С.М. 
Подводный туризм в России как часть международного дайвинга

93
Афанасьев О.Е., Гончарова О.В., Ибрагимов Э.Э., Солнцева О.Г.
Бердвотчинг и авитуризм как направление природоориентированного туризма:  
проблемы терминологии, формы и практики организации

109
Селиванов В.В.
Исследование возможностей развития усадебного туризма в Крыму

Content

5

EDITOR’S NOTE 

Niche (rare) types of tourism: The potential and development challenges

LOCAL IN GLOBAL: FORMULA FOR TOURISM 

7
Gasanova R. R., Arpentyeva M. R., Duvalina O. N. 
Niche tourism as a psychological and pedagogical practice and a direction of additional education

19
Morozova N. S. 
Methodological approaches to studying niche types of tourism and their role  
in the tourist destinations development

REGIONAL ISSUES OF TOURISM SERVICE 

27
Kushnir K. V. 
Tourism of special interests in regional conceptions (The case of Russian Azov sea coast)

36
Oborin M. S. 
Caravanning as an innovative type of tourism

47
Firsova A. V., Grigoreva M. I., Livshicz E. V. 
Art mediation: technology of creating inclusive excursion programs

58
Shabalina N. V., Azina E. A., Kashirina E. S. 
The potential of Russian regions for industrial tourism development

REGIONAL TOURISM STUDIES 

68
Rozanova L. N., Sadykova E. R., Kuliagina N. G., Abdrakipova G. R., Sotova A. A., Stefanenko E. R. 
Niche tourism in the Republic of Tatarstan: Potential assessment and development prospects

NEW TOURIST CENTERS 

81
Fazlullin S. M. 
Underwater tourism in Russia as a part of international diving

93
Afanasiev O. E., Goncharova O. V., Ibragimov E. E., Solntseva O. G.
Birdwatching and avitourism as a direction of nature-oriented tourism:  
The terminology problems, forms and practices 

109
Selivanov V. V. 
Research of development possibilities of estates tourism in Crimea

колонка главного редактора

EDITOR'S NOTE

НИШЕВЫЕ (РЕДКИЕ) ВИДЫ ТУРИЗМА: РЕСУРСЫ И ПРОБЛЕМЫ 
РАЗВИТИЯ

В настоящем выпуске научно-практического журнала «Современные проблемы сервиса 
и туризма» мы продолжаем с экспертной точки зрения рассматривать такое относительно 
новое для отечественной теории и практики 
туризма понятие, как нишевые (редкие) виды 
туризма. 
Что следует понимать под редким или 
«нишевым» видом туризма? Каковы критерии 
и параметры, согласно которым тот или иной 
вид туризма следует относить к редким? Это 
следует определять степенью (не)известности и 
(не)популярности у туристов конкретного вида 
туризма? Или объемом реализуемых туристских продуктов? Или размером генерируемого 
финансового оборота? Или числом ежегодно 
путешествующих с конкретной «редкой» целью 
туристов? На самом деле ни один из этих показателей не может быть исчерпывающим для 
ответа на данный вопрос. Более того, и вся их 
совокупность также не позволит четко разграничить известные и редкие, массовые и нишевые 
виды и формы туризма. Сама природа последних, основанная на поведенческой психологии, 
философии, культурологии, стремлении человека к саморазвитию и совершенствованию, не 
позволяет их измерить общепринятыми критериями и показателями. Очевидно, здесь необходим принципиально иной подход. Он может 
основываться на базовых принципах философии путешествий, сформированных основоположником научного подхода к изучению экспериментальных форм и видов туризма Джоэлем 
Анри. Он видел основой для нестандартных 
путешествий необычность цели, возможность 
полного погружения в среду дестинации, дальнейшую саморефлексию и необходимость делиться своим опытом с другими людьми (в т.ч. 
просветительство). 
Многие, предлагаемые сегодня на рынке туризма продукты, позиционируемые как 
авторские, нестандартные, необычные и пр., 
во многом утратили основные составляющие 
экспериментализма, о которых говорил Джо
NICHE (RARE) TYPES OF TOURISM:  
THE POTENTIAL AND 
DEVELOPMENT CHALLENGES

In this issue of the scientific and practical 
journal "Service and Tourism: Current Challenges", we continue from an expert point of view to 
consider niche (rare) types of tourism, a relatively 
new concept for the domestic theory and practice 
of tourism.
What should be understood as a rare or 
"niche" type of tourism? What are the criteria and 
parameters according to which this or that type of 
tourism should be classified as rare? Can the degree of popularity or unpopularity of a particular 
type of tourism among tourists, the number of sold 
tourism products, the size of the generated financial turnover or the number of tourists traveling 
annually with a specific "rare" purpose,  determine 
it as niche (rare)? In fact, none of these indicators 
can be exhaustive to answer this question. v Moreover, their entire set also does not allow to clearly 
distinguish among known and rare, mass and niche 
types and forms of tourism. The very nature of the 
latter, based on behavioral psychology, philosophy, 
cultural studies, human desire for self-development and improvement, does not allow measure 
them by generally accepted criteria and indicators. 
Obviously, it requires a fundamentally different approach. It can be based on the fundamental principles of travel philosophy, formed by Joel Henry, the 
founder of the scientific approach to the studying 
experimental forms and types of tourism. He saw 
as the basis for non-standard travel an unusual 
goal, the possibility of complete immersion in the 
environment of the destination, further self-reflection and the need to share the experience with 
other people (including enlightenment). 
Many products on the tourism market positioned today as authorial, non-standard, unusual, 
etc., have largely lost the main components of 
experimentalism, which Joel Henry spoke about, 
have turned into a form of monetization or a marketing technique for promoting often a standard 
tourist product. Lonely Planet, the publishing 
house of travel guides, are the world's leading 
guide and popularizer of niche and rare types of 
tourism.

эл Анри, превратились в форму монетизации 
или маркетинговый прием продвижения часто 
стандартного турпродукта. И в этом одна из основных проблем различения нишевых и иных 
(тематических, специализированных) разновидностей туризма.
Ведущим мировым проводником и популяризатором нишевых и редких видов туризма можно считать издательство путеводителей 
Lonely Planet. На страницах специальных тематических путеводителей Lonely Planet можно 
найти нестандартные идеи для путешествий, 
уникальные ресурсы для получения чувственного туристского опыта, необычные туристские 
маршруты, рекомендации по организации ярких путешествий «на любой кошелек»… И все 
это создает основу для роста популярности индивидуального принципа планирования туристских путешествий, расширения экспертности в 
этих вопросах любого, кто хочет хоть немного 
большего, чем обычный стандартизированный 
тур.
Для общества, к сегодняшнему дню во 
многом уставшего от массового туризма, столкнувшегося с явлением овертуризма, нишевые 
виды туризма могут стать основой для восприятия путешествия как способа самопроявления, 
саморазвития и самоидентификации, инструментом формирования мировоззрения и культурно-философского воспитания личности.
Нишевые виды туризма уже обрели черты феноменологического тренда, стали неотъемлемой составляющей отрасли, и потому 
заслуживают своего тщательного изучения и 
исследования. Эксперты отрасли – авторы статей этого выпуска – попытались охватить спектр 
наиболее успешных кейсов, определить тренды, рассмотреть проблемы и перспективы этих 
форм и видов туризма для того, чтобы хотя бы 
в первом приближении дать срез состояния вопроса развития туризма специальных интересов в российской и мировой практике.

Главный редактор, д.геогр.н., проф.  
О.Е. Афанасьев

On the pages of Lonely Planet special thematic travel guides we can find non-standard travel 
ideas, unique resources for a sensual travel experience, unusual tourist routes, recommendations for 
organizing exciting travel "for every budget" ... And 
all this creates the basis for the growing popularity 
of the individual principle of planning tourist trips, 
expanding the awareness in these matters for anyone who wants at least a little more than an ordinary standardized tour.
Society today is largely tired of mass tourism, 
faced with the phenomenon of overtourism. So 
niche types of tourism can become the basis for 
the perception of travel as a way of self-manifestation, self-development and self-identification, a 
tool for the formation of a worldview and cultural 
and philosophical education of the individual.
Niche types of tourism have already acquired 
the features of a phenomenological trend, have 
become an integral part of the industry, and therefore deserve their careful study and research.
The industry experts, the authors of the articles in this issue, have tried to cover the range of 
the most successful cases, identify trends, consider the problems and prospects of these forms and 
types of tourism for giving at least a first approximation a snapshot of the state of tourism of special 
interests in Russian and world practice.

 Editor-in-chief, Prof.  
Oleg E. Afanasiev

локалЬное в глоБалЬноМ: ФорМУла тУрИЗМа

LOCAL IN GLOBAL: FORMULA FOR TOURISM

UDC 338.48+378:662+159.98 
DOI: 10.24412/1995-0411-2021-2-7-18

Renata R. GASANOVA 
M. V. Lomonosov Moscow State University (Moscow, Russia)
PhD in Psychology, Associate Professor, e-mail: renata_g@bk.ru.  
ORCID iD: 0000-0002-4641-0019 
Mariam R. ARPENTYEVA
Center for psychological, pedagogical, medical and social assistance “Assistance” (Kaluga, Russia)
PhD (Dr.Sc.) in Psychology, Associate Professor, e-mail: mariam_rav@mail.ru
ORCID iD: 0000-0003-3249-4941
Olga N. DUVALINA 
K. E. Tsiolkovskiy Kaluga State University (Kaluga, Russia)
PhD in Psychology, Associate Professor, e-mail: gladis75@mail.ru

NICHE TOURISM AS A PSYCHOLOGICAL AND PEDAGOGICAL 
PRACTICE AND A DIRECTION OF ADDITIONAL EDUCATION

Abstract. Niche tourism is aimed at satisfying special interests of tourists. These are tours for clients 
with special motives and travel goals. Not massive interests of clients realized by the stakeholders 
of tourism market create conditions for the special interest tourism development. The niche type of 
tourism is in one way or another aimed at meeting the needs of tourists with a special type of life and 
consumer orientations: these are people with a relatively high degree of reflection and self-reflection, striving to saturate the needs that are absent or not realized by the bulk of people (“higher”). 
Such people often understand a travel as systemic one, including health and recreational (healing), 
cultural and educational (philosophical and esoteric) and extreme mystical (spiritual, magical, shamanistic, etc.) components. Self-improvement and self-realization, harmonization and clarification 
of relations with the world, introduction to new experience and secrets of the universe as motives of 
tourist activity form a special stage in the formation and development of tourist motivations. Tourist 
travel is an important sphere of self-realization and self-actualization of a person, his self-improvement. In the context of this function and even mission, tourism of special interests has a set of advantages over mass tourism. It has intensively manifested psychological and pedagogical functions 
of preventing and correcting disorders, as well as supporting the development and habilitation of 
a person. Modern niche tourism requires the training of specialists familiar with psychological and 
pedagogical technologies to support human development, in two ways: 1) in the process of retraining or additional training of educational psychologists in the field of (niche) tourism; 2) retraining or 
additional training of specialists in the field of tourism in the field of psychological and pedagogical 
problems of support (coaching support) of the development and career of an individual.

Keywords: niche tourism, esoteric tourism, tourism of special interests, destination, mission of the 
tourism business, psychological and pedagogical functions, tourist product.

Citation: Gasanova, R. R., Arpentyeva, M. R., & Duvalina, O. N. (2021). Niche tourism as a psychological 
and pedagogical practice and a direction of additional education. Service and Tourism: Current Challenges, 15(2), 7–18. doi: 10.24412/1995-0411-2021-2-7-18. 
Article History
Received 15 January 2021
Accepted 22 February 2021

Disclosure statement
No potential conflict of interest was reported by 
the author(s).

© 2021 the Author(s) 
This work is licensed under the Creative Commons Attribution 4.0 International 
(CC BY-SA 4.0). To view a copy of this license, visit https://creativecommons.
org/licenses/by-sa/4.0/

Стр. 7–18
Renata R. GASANOVA, Mariam R. ARPENTYEVA, Olga N. DUVALINA 

УДК 338.48+378:662+159.98 
DOI: 10.24412/1995-0411-2021-2-7-18

ГАСАНОВА Рената Рауфовна 
Московский государственный университет имени М.В. Ломоносова (Москва, РФ)
кандидат психологических наук, доцент; renata_g@bk.ru
АРПЕНТЬЕВА Мариям Равильевна
Центр психологической, педагогической, медицинской и социальной помощи 
«Содействие» (Калуга, РФ)
доктор психологических наук, доцент; mariam_rav@mail.ru
ДУВАЛИНА Ольга Николаевна 
Калужский государственный университет им. К.Э. Циолковского (Калуга, РФ)
кандидат психологических наук, доцент; gladis75@mail.ru

НИШЕВЫЙ ТУРИЗМ КАК ПСИХОЛОГО-ПЕДАГОГИЧЕСКАЯ 
ПРАКТИКА И НАПРАВЛЕНИЕ ДОПОЛНИТЕЛЬНОГО 
ОБРАЗОВАНИЯ 

Нишевый туризм – раздел туризма, направленный на удовлетворение различных групп особых или «специальных интересов» туристов. Это туры для клиентов с особыми мотивами 
и целями путешествия. Туризм специальных интересов существует потому, что на туристическом рынке были осознаны такие сферы и интересы клиентов, которые не были и не 
могут быть массовыми. Нишевый тип туризма так или иначе обращен на удовлетворение потребностей туристов с особым типом жизненных и потребительских ориентаций: 
это люди с относительно высокой и высокой степенью рефлексии и саморефлексии, стремящиеся к насыщению потребностей, отсутствующих или не осознаваемых основной массой людей («высших»). Туристическое путешествие для таких людей часто представляет 
собой системное, включающее оздоровительно-рекреационные (целительское), культурно-образовательное (философско-эзотерическое) и экстремально-мистические (духовное, 
магическое, шаманистское, и т.д.) компоненты, путешествие. Самосовершенствование 
и самореализация, гармонизация и прояснение отношений с миром, приобщение к новому 
опыту и тайнам мироздания как мотивы туристической деятельности образуют особый 
этап формирования и развития мотиваций туристической активности. Туристические путешествия выступают как важная сфера самореализации и самоактуализации человека, 
его самосовершенствования. В контексте данной функции и даже миссии туризм специальных интересов обладает комплексом преимуществ перед массовым туризмом. Он имеет 
интенсивно проявленные психолого-педагогические функции профилактики и коррекции 
нарушений, а также поддержки развития и абилитации человека. Современный нишевый 
туризм требует подготовки специалистов, знакомых с психолого-педагогическими технологиями поддержки развития человека: 1) в процессе переподготовки или дополнительной 
подготовки педагогов-психологов в сфере (нишевого) туризма; 2) переподготовки или дополнительной подготовки специалистов в области туризма в области психолого-педагогических проблем поддержки (коучинг сопровождения) развития и карьеры индивида.

Ключевые слова: нишевый туризм, эзотерический туризм, туризм специальных интересов, дестинация, психолого-педагогические функции туризма, миссия туристического бизнеса, туристический продукт.

Для цитирования: Гасанова Р.Р., Арпентьева М.Р., Дувалина О.Н. Нишевый туризм как психолого-педагогическая практика и направление дополнительного образования // Современные проблемы сервиса и туризма. 
2021. Т.15. №2. С. 7–18. DOI: 10.24412/1995-0411-2021-2-7-18.
Дата поступления в редакцию:  15 января 2021 г.
Дата утверждения в печать: 22 февраля 2021 г.

Современные проблемы сервиса и туризма
№ 2/2021  Том 15

9

Introduction. Additional education is a 
field of education that is most responsive to 
changes, fashion trends, crisis trends, innovations and transformations in education and 
related practices [6]. Today, modern pedagogical and psychological education is closely monitoring the practices and technologies 
of enhancing education, subjectivizing the 
life of the individual, including those related 
to tourism and pedagogy of adventure. And 
modern tourism education tracks the areas of 
change in which the traditional competencies 
of guides and managers of travel companies, 
destinations, etc. turn out to be insufficient: 
in addition to environmental and cultural education and competencies, modern guides 
and managers need psychological and pedagogical competencies. Modern tourism is 
changing, becoming an increasingly integrative practice of human development, for example of niche tourism [18].
In the modern tourism industry, there 
has been an ever increasing trend in the development of special types or types of tourism, tourism of special interests (special interest tourism). Modern tourism is actively 
expanding the scope of its activities, including 
due to the increasing diversification and specialization of tourist trips and other products 
[20; 22; 28]. As a result, niche tourism is starting to become an increasingly important field 
of tourism, annually giving a huge increase 
even in those areas that were traditionally 
considered massive. But there are also areas that have never been and can never be 
massive. This type of tourism is intended for 
tourists with a special type of needs: in the 
context of A. Maslow’s hierarchical model of 
needs, tourists who demand routes and other 
tourist offers of this type belong to a group 
of people who require a special quality of impressions about the world, and, most importantly, about themselves. The tourist travel of 
such tourists is an integration of health-improving and recreational (healing), cultural 
and educational (philosophical and esoteric) 
and extreme mystical (spiritual, magical, shamanistic, etc.) travel [2; 3].
The problems of the development of the 
theory and practice of niche tourism have 
been studied from various points of view by 
both foreign and domestic investigators [7; 

11]. This issue in our country and, especially, 
abroad [4; 5; 10; 50 and others] paid attention 
to many practitioners and theorists of tourism. However, an integral model has not yet 
emerged, even thanks to the works of such a 
researcher as B. Trauer [25]: modern tourism 
is so many-sided and mobile both in practice 
and in theory that it is possible to find common grounds for the development of system 
models and even classification of types of 
tourism and travel services and products are 
very difficult. Our work is another step in this 
direction. The theory of tourism is also changing. Scientists associate the development of 
esoteric and other types of “tourism of special interests” with both the maturity of the 
tourism market and the crisis of communities 
[1]. A predictive and up-to-date assessment 
of the demand for a tour and its quality was 
previously carried out on the basis of an assessment of the destination and other products and services related to the tour, for example, allocated by A.M. Morrison “10 A” of 
the successful destinations: 1) awareness; 2) 
attractiveness; 3) availability; 4) accessibility; 
5) appearance; 6) activities; 7) guarantees 
and confidence (assurance); 8) appreciation; 
9) ongoing actions (action); 10) accountability 
[23]. Among these indicators, however, there 
is no indication of the orientation of the tourist product to the type of customer [11]. 

Purpose of the research. The purpose 
of our research is to study the features and 
directions of development of niche tourism, 
study its content and prospects for its development in Russia and the world, including in 
the contest for training specialists who are 
ready to work with the problems of psychological and pedagogical support for the development of clients as individuals, partners and 
professionals in during a tourist trip. This type 
of tourism is in one way or another intended 
for tourists with a special type of needs: these 
are people with a relatively high and high degree of reflection and self-reflection, striving 
to saturate the needs that are absent or not 
realized by the bulk of people. 

Research results. The basic paradox of 
the postmodern era, its, is built on the fundamental contradiction between massism and 
“groupism” the destruction of mass culture 
leads to the emergence of more fragmented 

“small masses”. At the same time, existence is 
alienated, and, as a result, is associated with 
the subordination of multiform power; the 
only power of society is formed by the “constantly renewed game of solidarity and reciprocity” [18; 21; 28]. Marketing and consumer 
research has traditionally defined consumers 
as individuals who make choices about products and services in the marketplace as individuals rather than representatives or members 
of a group. However, a modern perspective 
focuses on the reality that human life is social and man is a social phenomenon. Tribes 
and other numerous small groups to which 
humans belong are fundamental to their life 
experiences. Tribal marketing shows that not 
individual consumption of products is vital 
activity, but that this activity (consumption) 
facilitates, builds significant social relations. 
Social “connections” (social relationships) 
are more important than things (services and 
goods, their brands, etc.). A new paradigm is 
emerging in consumer research, brand management and communication management. 
And this paradigm is undoubtedly directly addressed to such phenomena as niche tourism 
and other analogues of “tribal consumption” 
in other areas [18].
Many approaches in tourism of special 
interests are associated with sociological and 
socio-psychological models: cohorts and generations, tribes and subcultures. For example, according to M. Maffesoli, in the modern 
world, scientists observe the revival of certain archaisms of personal, interpersonal and 
professional life, previously relegated to the 
background in modern society, examples are 
modern nomadism, tribalism (the emergence 
of new, modern tribes and their postmodern 
mythology) [18]. The concepts with which the 
author tries to express his new approach to 
social reality include, in particular, sociality, 
community and interconnection. New forms 
of (“emotional”) sociality and an emphasis on 
a sense of connection and unity or reliance are 
found in the field of entertainment and fashion, in leisure and in everyday rituals, lifestyle, 
and in new cults and practices, innovations 
and renovations. Aspects of life are waking up, 
rooted in collective memory, archetypes, that 
is, in the generic and collective unconscious. 
This is manifested in the activation of psycho
logical mechanisms of collective behavior, imitation and pressure. To typical manifestations 
of the “new savagery” of representatives and 
relations between representatives of modern 
tribes and between tribes, we can include 
various manifestations of hedonism and concern for their own comfort and well-being, 
manifestations of attraction and passion, concern for the instincts of reproduction and superiority. Postmodernity manifested itself as 
an impulse to community, including the need 
for collective emotions, as neo-tribalisms [18; 
27]. Therefore, it is now becoming more and 
more popular to study tourism in terms of 
identifying consumer tribes or “neotribes”. A 
separate important aspect of understanding 
tourist activity is its study as a component of 
life and human development in general. Such 
activity is both typical and individual, it is part 
of the experience and the stage of human life 
and development [28]. In the era of “tribes”, 
it also reflects the life of not only the individual, but also the whole tribe. Moreover, this 
(niche, specialized) tourism activity is a way 
of (self) organizing and transforming “tribes” 
and their members.
Niche tourism (niche tours) refers to specialized tourist trips in small groups organized 
by experienced travelers with a relatively narrow and specific specialization, including visiting non-standard and little-explored routes. S. 
Read used the concept of “special interest travel” [25]. To indicate travel for specific purposes 
to specific regions or destinations, along with 
the concept of “tourism of special interests” 
the term “alternative tourism” is also used [5], 
emphasizing its difference from mass tourism. 
Also, the term “adjectival tourism” is often 
used, which includes various niche or special 
types of tourism associated with broader, including traditionally massive categories (for example, cultural tourism), or included in a separate group (medical, dance, etc. tourism) [25; 
26]. Thus, this is a narrowly targeted tourism, 
and tourists in it are a group of people who undertake a trip with a clearly defined purpose 
related to the specific needs of this group of 
consumers [15]. S.S. Maletin writes that tourism of special interests is a type of tourism that 
includes travel by consumers, whose choice 
of rest is determined by a special motivation, 
and the level of satisfaction is determined by 

Стр. 7–18
Renata R. GASANOVA, Mariam R. ARPENTYEVA, Olga N. DUVALINA 

Современные проблемы сервиса и туризма
№ 2/2021  Том 15

11

the impressions obtained as a result of travel 
modern people strive to go beyond the ordinary, to experience something extraordinary 
[10]. According to K. Ohmay, the strategic triangle used in developing the strategy of a travel company should take into account the goals 
and interests of the three main players that 
form the strategic triangle: the company (corporation), customers (customer) and competitors [13]. However, in recent decades, the motives and interests of clients are leading in this 
economy [5; 8; 9; 12].Tourism emerged at the 
stage of service economy and is actively moving towards the stage of service economy [24, 
p.245]. On this path, it is increasingly moving 
from mass and mixed to special or niche. Most 
often, niche tourism is in demand when travelers are interested in a special, memorable 
experience. Experience is becoming the foundation of relationships in the modern world. 
Tourism is seen as part of the culture of consumption, including the consumption of experience [20]. As a result, the internal scheme of 
tourism is undergoing a transformation: there 
is a transition from the 3xS model to the 3xE 
model, in which experience and entertainment 
are one of the components. Tourism is moving 
from the traditional passive 3xS model (sun, 
sea, sand) to “new tourism” in the 3xE model (education, entertainment and experiences). Modern tourists, including those already 
spoiled by mass travel, cannot live without 
“special” impressions and are often willing to 
pay for them  [8; 9]. Every year it is more and 
more difficult for travel companies to get from 
tourists “Wow!”, surprise and amazement. 
This is possible only when the “psychological 
product” is greater than expected, the expectations of tourists are exceeded. For some clients, tourism, like other forms of their life, is a 
path of self-development, broadening their horizons and understanding themselves and the 
world [2; 3; 11; 12]. However, the proportions 
between the three E’s are not always balanced. 
The desire of the masses to experience a vivid 
experience is changing the tourism business 
and its offers, therefore entertainment and 
impressions increasingly prevail in them. Traveling is a search and satisfaction of the need 
for happiness (fun), therefore modern critics 
write about the “Disneyization” of tourism and 
about “tourist fast food” [1; 8; 27].

Observing what is happening in the theory and practice of tourism, we see an active 
penetration of psychological and pedagogical 
models into tourism [24] and no less active attempts to comprehend the psycho-long-pedagogical aspects of tourism by psychology 
and pedagogy [2; 7; 22]. For psychological 
and pedagogical education, turning to tourism and its opportunities means a significant 
expansion of opportunities, an increase in the 
range of development of teaching and educational technologies and means. For education 
in the field of tourism management and other 
specializations in tourism, turning to psychological and pedagogical aspects also means a 
significant enrichment of opportunities and 
work technologies. There are several options 
for analyzing this and other problems, one of 
them is suggested by S. B. Rebrick, that even 
highlights the levels of satisfaction of the 
tourist consumer [14]:
• A mass tourist often falls into the zone 
of zero level, indifference, when his expectations coincided with the level of the service 
received (he partially received new impressions, but they are not strong, new and attractive).
• A satisfied tourist usually encounters 
exceeding his expectations (carefully planned 
by a travel company that understands the 
laws of the economy of impressions) [14; 18].
• Unsatisfied customer zone - a situation 
in which the customer did not receive what 
he thought he paid for. “In the chain“ raw materials - goods - services - impressions ”, the 
share of value added is gradually growing and 
it is the impression that falls on”  [8, p. 151].
 The emergence of the experience economy was predicted by E. Toffler, but now all 
modern firms, striving to conquer the consumer, promise unforgettable, positive and 
strong experiences. As a result, in tourism, 
for example, programs such as “Disneyland 
+ Museum” are becoming widespread, this 
already acts as a general trend in the tourist 
market. Traditional types of tourism are supplemented by new types and features: the 
share of natural and anthropogenic objects 
(reservoirs, ponds, forest parks, etc.) is increasing; the share of business, industrial and 
architectural, and, in general, technogenic 
tourism, for example mining (mines, mines, 

quarries) and factory [17; 23]. Objects that 
can be called exotic are also becoming popular in route and stationary tourism.
In the world of niche travel trends in the 
outgoing year, the countries of Africa and other little-explored territories and waters have 
become. In Russia, this tourism is still developing relatively weakly, but there are very interesting developments. In Russia, two trends 
are leading: an increase in demand in the domestic market and individualization of travel, 
with them and with a focus on the economy 
of experience / impressions and the industry 
will have to work in the near future [12]. J. B. 
Pine and J.H. Gilmore described the economy 
of impressions  as follows: every business is a 
scene”, impressions are the fourth economic 
proposal, which as strikingly different from 
services as services from goods, “the producer is the director of impressions, and the 
client is the” viewer” [9; 24].M.D. Sushchinskaya identifies three main strategies of tourism organizations [16]:
1. A product-centric strategy that focuses on thematic tourism and staging a “show” 
that affects the experiences of tourists, which 
is especially important for extreme and entertainment / event / festival tourism, dark 
tourism, culinary and alcohol tourism, drug 
and sex tourism, etc. Here the educational, 
educational or psychological functions of travel are not important, here (any) effect itself 
is important. It is a “disneyzation” strategy 
of splitting the global experience into experiences that are easy to manage externally, like 
tourists and their consumption.
2. Eco-centric strategy is aimed at creating a certain atmosphere for the domestic 
and business activities of tourists who temporarily reside in the destination in connection 
with business and other travel. This strategy 
is used in the process of developing specific 
design of destinations (hotels, restaurants, 
entertainment venues, public buildings (stations), shopping centers and routes). This 
strategy is important for ecological, ethnographic, educational and business tourism. 
It is partly important for medical and recreational tourism. In general, it pursues educational goals in one way or another.
3. A creative-centered strategy is based 
on the creative self-expression and spiritual 

development of consumers of a tourism product based on their own practical activities in 
these areas - this area is especially important 
for art tourism, esoteric tourism, etc. [9; 16]. 
Thus, it includes more or less full-fledged 
work with experience and training to work 
with experience, that is, it performs both educational and psychological functions [24].
A community of experience is a word, 
with how modern sociologists often designate the specifics of relations in the modern 
world. As a result, new travel companies, services and routes with their specialized and 
sometimes unique products are emerging to 
meet the request of potential customers for a 
special experience that is significant for them, 
unlike others. Therefore, it is not surprising 
that frequent consumers and producers of 
this type of tourism are single individuals and 
communities of like-minded people, families 
or friends united by this or that hobby and 
profession outside of tourism; they usually 
constitute a small number of “devoted” travelers, often practicing regular tourist trips, even 
in one and the same destination. It is also typical for some tourists to follow fashion. The 
organizers practice a thorough preparation 
and study of the place of travel; the concentration of tourists on special impressions, 
experiences is especially important; this is reflected in their desire to preserve impressions 
(knowledge, photography, painting, the study 
of local traditions, the secret of craftsmanship, language peculiarities, etc.). In pursuit of 
special experiences, tourists are divided into 
those seeking an extreme or spiritual experience, a new culture or nature experience, etc. 
At the same time, tourists of this group enjoy 
the simplest travel formats from the point of 
view of organization and implementation centered around one activity that gives them the 
experience of happiness, “fun” [19].
They are usually typified by the mode 
of transport (jeep tours, yachting, bike tours, 
walking tours), by the type of activities on the 
tour (yoga and fitness tours, photo tours and 
other art travel, ritual tours and recreational 
tours) and by the composition of the group 
(for example, bachelorette parties, corporate 
parties, etc.), sports tours and survival tours. 
At the same time, niche tours can be more or 
less resource-intensive and expensive than 

Стр. 7–18
Renata R. GASANOVA, Mariam R. ARPENTYEVA, Olga N. DUVALINA