Impact of COVID-19 on the Global Tourism Industry and Ways to Ensure High Competitiveness of the Territory in the Global Tourism Market after the Pandemic

Abstract

Research background: The article analyzes the impact of the COVID-19 pandemic on the tourist competitiveness of St. Petersburg. In order to maintain sustainable tourist attractiveness after the end of the pandemic, the city will have to conduct a more thorough analysis of the factors influencing the choice of St. Petersburg among other competing tourist centres. Purpose of the article: The purpose of this article is to identify competitive priorities of territories that are attractive for tourism activities in the conditions of recovery from the crisis that arose due to restrictive measures applied due to the coronavirus pandemic. Methods: To achieve this goal, the article uses a modified SWOT analysis apparatus with the use of a matrix assessment methodology implemented on the basis of a modified methodology of the Hierarchy Analysis Method and the calculation of marginal replacement coefficients for criteria of tourist attractiveness and competitiveness of the territory after the pandemic. Findings & Value added: For the analysis, a new approach is proposed to obtain the characteristics of the city assessment for different categories of tourists, which significantly increases the accuracy and strategic prospects of the classical procedure of SWOT analysis. As a scientific growth, we can consider the use of matrix estimation mechanisms for a more rational ranking of factors, more accurately determining probability and weight characteristics. Therefore, this will provide higher accuracy of strategic recommendations for the city for each important category of tourists.