Siberian Federal University

Issue

Journal of Siberian Federal University. Humanities & Social Sciences. 2026 19 (6)

Authors

Zhironkin, Sergey A.; Novikova, Svetlana I.; Petakchyan, Liana; Demchenko, Svetlana K.

Contact information

Zhironkin, Sergey A.: Siberian Federal University (Krasnoyarsk, Russian Federation); T.F. Gorbachev Kuzbass State Technical University (Kemerovo, Russian Federation); ; Novikova, Svetlana I.: Siberian Federal University (Krasnoyarsk, Russian Federation); Petakchyan, Liana: Siberian Federal University (Krasnoyarsk, Russian Federation); Demchenko, Svetlana K. : Siberian Federal University (Krasnoyarsk, Russian Federation)

Keywords

educational tourism; omnichannel; personalization; digital ecosystem; digitalization of education; content strategy; export of educational services

Abstract

This study analyzes the phenomenon of educational tourism within the omnichannel content space as a key factor in the competitiveness of this sector of the modern economy. The article presents the author’s definition and model of the omnichannel content space of educational tourism, identifying its components: a digital core, a content matrix, a personalization system, and interactive elements. The results of a comparative quantitative analysis of statistical data and a qualitative assessment of digital strategies for promoting educational tourism services in the Russian economy are presented. The analysis of this data set allowed us to identify growth areas for the Russian educational tourism segment, including increased conversion and monetization of the development of international educational ties, strengthening loyalty and community formation, and expanding the use of content matrices and interactive elements

Pages

1150–1159

EDN

BJDPAQ

Paper at repository of SibFU

https://elib.sfu-kras.ru/handle/2311/158596

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).