The development approaches to tourist value propositions of small cities: the case of the Vladimir Region
Purpose – This paper aims to analyze the modern approaches to the development of tourist value proposition and to discuss relevant cases of small cities in Russia. Design/methodology/approach – The paper uses a case study approach based on the experience in Vladimir Region with respect to government and its support for tourism development. Findings – Based on the analysis of the main approaches to the development of tourist value propositions of small cities, the experience of the Vladimir Region is used to discuss composite tourist products that combines different values for tourists. Practical implications – Several recommendations are offered for developing and improving the tourist value propositions of small cities, including clear positioning of a destination from competitors, communicating values that are of high interest to target segments, event marketing, extension of tourist experiences and networking of small cities that can contribute to the composite tourist value proposition. Originality/value – The main output of this paper is to provide understanding of approaches to developing tourist value propositions for small cities that can be used in transitional economies to contribute to the sustainable development of the territory, based on the experience of the Vladimir Region, Russia.