Маркетинг территорий в системе модернизации региона
The author conducted a comparative analysis of different approaches to the city development of marketing strategy and chose the most effective of all the alternatives. The results show that there is a multi-step approach to creating a marketing city strategy. It was selected infrastructure marketing as the main marketing strategy of Nizhny Novgorod. We are talking about increasing the level of civilized market relations in the selected area. The main objective is the development of local infrastructure in order to improve living standards and working conditions.
Mega events are an incentive for various city changes. The organization of such events presupposes complex decision-making processes and the consolidation of various socio-economic resources of all stakeholders, the most important of which are residents, as the main taxpayers and the labor of cities. In order to ensure the effectiveness of the implementation of mega events activities in the field of tourism, first of all, it is necessary to enlist the support of the people directly. For this purpose, it is necessary to study in detail the moods and opinions of residents, their willingness to accept tourists and the desire to support the organization and conduct of various city events. One of the most common ways of including residents is the process of interaction with other stakeholders is the implementation of the coproduction concept. The author of this article has developed and empirically verified a conceptual model of assessing the willingness of residents to support mega city events in the tourism industry, which allows assessing the influence of various factors on the willingness of residents to participate in different types of coproduction (volunteering, crowdsourcing, giving recommendations and coachsurfing). In order to process the results of the study, the statistical package SPSS-22 was used. The result of the regression analysis was the verification of four hypotheses of the study, each of which was confirmed.
The collection contains papers presented at the All-I Scientific-practical conference "Cultural and educational tourism as a factor of development of the Russian heartland "(Tot'ma (Vologda region); September 18-21, 2014), which discussed issues related to the current problems in the system development cultural, educational and a number of related areas of tourism peripheral regions of Russia. Designed for the Museum and museum staff, theorists and practitioners in the fields of tourism, economics, marketing areas, branding, cultural studies, sociology, social geography; and as for all interested in this matter.