Создание туристского продукта малых городов

Вестник Московского университета. Серия 6: Экономика. 2018. № 5. С. 94–112.

Sheresheva M. Y., Berezka S., Оборин М. С.

The article is devoted to the creation of Russian small cities’ tourist product. The model
of consumer behavior with respect to tourism products and the concept of tourist product value for consumer are considered; the necessity to form complex value propositions for target audiences segmented by their needs is substantiated. The offer of small cities’ tourist product in three regions — Perm Krai, Vladimir Oblast and Tula Oblast is carried out. The possible ways of developing and improving small cities’ tourist product in these regions are determined. Particular attention is paid to the most promising areas for today - event tourism and cultural and educational thematic routes; high importance of gastronomy as part of the tourist experience is highlighted. The analysis leaded to identification of some problems, including insufficient use of event marketing potential to ensure a stable tourist flow throughout the year, as well as poor awareness of target audiences outside the regions. Recommendations proposed to improve the offer for target audiences.

Keywords: туризм, малые города, сетевое взаимодействие, relationship marketing, place marketing, small cities, территориальный маркетинг, tourism, маркетинг взаимоотношений, клиентоориентированность, customer focus, воспринимаемая ценность, customer perceived value, value proposition, network interaction, ценностное предложение