Diversification of the market of souvenir products of specially protected natural areas of federal importance of the Russian Federation

• Суржиков Виктор Иванович

  Viktor I. Surzhikov. Vladivostok State University. Vladivostok. Russia

• Anastasia E. Khmel’nitskaya

  Anastasia E. Khmel’nitskaya. Vladivostok State University. Vladivostok. Russia

Abstract. The subject of the research is the market of personalized souvenir products of specially protected natural areas (SPNA) of federal importance in Russia. The aim of the work is to develop recommendations for its diversification on the basis of theoretical ideas and analysis of the market of souvenir products of specially protected natural areas. Methods: the study was conducted by using the methods of analysis, syn-
thesis, comparative-descriptive and statistical design. Results: the article explored the essence of the concept of "souvenir". The criterion for classifying souvenir products is proposed. Based on the selected criteria, an analysis of the market of souvenir products of specially protected natural areas of federal importance was carried out. The following ratings were compiled: the most popular souvenir products; PAs,
which sell the largest number of items; PAs by average cost of products sold; the most and least expensive items. Recommendations on the creation of unique souvenir products in the format of master classes have been developed. Scientific novelty: a classification attribute of souvenir products is proposed, the results of the analysis of the market of personalized souvenir products of specially protected natural areas of federal importance in the Russian Federation are obtained for the first time. Practical significance: the proposed recommendations can be used by the authorities and management team of specially protected natural areas to involve tourists in the production of unique and diverse souvenir products.
Keywords: souvenir products, specially protected natural areas, national park, reserve, tourist and recreational activities, master class, Russian Federation.