Ethnocultural Discourse in Social and Cultural Activities as a Motivational Factor in Tourism

We wonted to show that the abundance of ethnocultural discourses in the region and the fact that consumers are interested in them is an insufficient incentive for the development of tourism. Materials: 1) data from cultural institutions of the Rostov region and public organizations on leisure activities containing ethnocultural discourses; 2) survey data (N = 91). Sociodemographic characteristics, interest in ethnocultural discourses, willingness to spend resources on attending relevant events were revealed. Pearson correlation coefficient was used to evaluate correlations. Results: 1) dozens of ethnocultural events are held in the region. Many of them are free. 2) Most respondents are ready to spend minimal amounts on ethnocultural events and visit them only in their city, spending one day. Many respondents have never attended thematic events, although they said they would like to and the ethnocultural discourse is interesting to them. Conclusion: the presence in the region of ethnocultural discourses in the social-cultural sphere and the interest of respondents in them is not enough to transform the desire to attend thematic events into real actions. Ethnocultural discourses in the social-cultural sphere by themselves do not have sufficient motivational potential to stimulate the tourist activity of consumers.