Improving the Assessment of the Tourism Potential of the Russian Arctic

The development of the domestic tourism market, including Arctic zone Russian Federation, is important for overcoming consequences economic crisis caused by COVID-19 pandemic. A comprehensive and reliable methodology assessing potential necessary effective decision making attracting tourists. Based on analysis international experience tourist destinations, we identified shortcomings existing methods substantiated necessity a nuanced approach to regions using authors’ balanced scorecard. Our relies approach, demonstrating compliance assessment results with interests stakeholders. developed method considers information needs main tourists, business representatives, regional population authorities. key parameters zone, defined structure scorecard (economic, infrastructural cultural-natural aspects) systems structural-functional analysis. Further, multivariate mean (with target values indicators as standardised coefficient), calculated integral indicators, eliminating influence dynamics other results. Structural comparative matrix allowed us examine ways improve it (on example Arkhangelsk oblast). Correlation relations between flows within time lag confirms reliability methodology. Research can be used authorities managing identifying increase its