Marketing methods for increasing investment and tourist attractiveness of Staraya Russa
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Данная выпускная квалификационная работа фокусируется на выявлении факторов туристической и инвестиционной привлекательности города Старая Русса и разработке рекомендаций по осуществлению комплексного маркетинга территории. Необходимость подобной работы обусловлена ужесточением конкуренции между различными городами, в которой малые города России значительно проигрывают: население стремительно убывает и стареет, экономическое положение ухудшается, уровень благоустройства и инфраструктуры не отвечает требованиям времени. Для кардинального изменения ситуации малым городам необходимо искать новые точки роста. В ходе данной работы подобные точки роста были найдены для Старой Руссы: пространственный и социально-экономический анализ территории, а также опрос потенциальных туристов и контент-анализ вторичных источников показали большой потенциал в развитии туристического кластера на территории города. Разработаны маркетинговые рекомендации, которые смогут помочь городу вести работу по привлечению туристических и инвестиционных потоков.
This thesis paper focuses on formulating the factors of tourist and investment attractiveness of Staraya Russa and developing a set of recommendations for complex marketing programm creation and realization. The need of such work is formed due to constantly increasing competition between different cities and towns. And small russian towns are losing in this process the most: the population is rapidly decreasing and aging, the economic situation is deteriorating, the level of infrastructure quality does not meet the requirements of the time. In sake of positive changes in the situation, small cities need to look for new growth points. In the course of this work, similar growth points were found for Staraya Russa: a spatial and socio-economic analysis of the territory, as well as a survey of potential tourists and a content analysis of secondary sources showed great potential in the development of a tourism cluster in the city. Marketing recommendations have been developed that can help the city work in the direction of attracting tourist and investment flows.
This thesis paper focuses on formulating the factors of tourist and investment attractiveness of Staraya Russa and developing a set of recommendations for complex marketing programm creation and realization. The need of such work is formed due to constantly increasing competition between different cities and towns. And small russian towns are losing in this process the most: the population is rapidly decreasing and aging, the economic situation is deteriorating, the level of infrastructure quality does not meet the requirements of the time. In sake of positive changes in the situation, small cities need to look for new growth points. In the course of this work, similar growth points were found for Staraya Russa: a spatial and socio-economic analysis of the territory, as well as a survey of potential tourists and a content analysis of secondary sources showed great potential in the development of a tourism cluster in the city. Marketing recommendations have been developed that can help the city work in the direction of attracting tourist and investment flows.