Аннотация:Purpose – This study aims to investigate recent changes in the strategies of international
hotel chains in the Russian market, as well as their role in the sustainable development of
small and medium towns as prospective local tourism destinations.
Design/methodology/approach – General observation of the local environment,
statistical analysis and a qualitative approach were used to reveal current
developments in international hotel chains’ strategy in Russia, and new
opportunities for a number of small towns to be embedded in the development of the
Russian tourism market. The current scenarios were examined using the available
secondary data, including federal statistics and relevant empirical studies, as well
as case studies and personal interviews with industry experts that allowed access to
respondents' opinions and market knowledge.
Findings – In recent years, investment in the Russian regions has become more attractive
for international hotel chains. Findings of the article add to the literature on emerging
markets by presenting an overview of the main challenges facing international hotel chains
in the Russian market and by stressing the facilitating effect of foreign hotel chains’ upon
tourism infrastructure development in small and medium towns in Russian regions. The
statistics presented, as well as key opinions of hoteliers and local authorities, contribute to
our understanding of the strategies used by international hotel operators in emerging
economies with reference to new evidence from Russia.
Originality/value – The main output of this study is that it yields a better understanding of
the strategic movement of international hotel chains into the Russian regions and new
opportunities to develop tourism infrastructure in small and medium cities situated in
Russian regions as prospective tourism destinations.