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Abstract
The article describes the author’s method of forming the concept of a territorial tourist product within the framework of a marketing and analytical approach. The methodology is based on marketing research, the use of statistical analysis to objectively substantiate the proposed investment decisions in the field of tourism infrastructure and the management of strategic development of the territories, as well as on the construction of a marketing multi-attribute model of a territorial tourism product. The proposed methodology is implemented in the municipal unit of the Kaliningrad region within the framework of the investment “Strategy for the socio-economic development of “Ladushkinsky urban district” municipal unit for 2020-2030”. The article presents the results of marketing and analytical research, on the basis of which the concept of the territorial tourist product of the Ladushkinsky urban district was developed, which implements its portfolio of the investment projects, as well as its marketing complex according to the “4P” model.
Highlights
In accordance with the provisions of the "Strategy for the Economic Security of the Russian Federation for the Period up to 2030" one of the modern threats to the development of the Russian economy is the uneven spatial development of the Russian Federation and the increasing differentiation of regions and municipalities in terms of the level and pace of socio-economic development [1]
The Kaliningrad region is an exclave territory of Russia, attractive for both domestic and international tourism
Out of the three identified value segments of the tourists, in accordance with the decision of the administration and the chief specialist in the development of the territory of the municipality, the segment of ecological tourism and historical and educational recreation was chosen as the target, which is consistent with other studies on regional economics and tourism [9]
Summary
In accordance with the provisions of the "Strategy for the Economic Security of the Russian Federation for the Period up to 2030" one of the modern threats to the development of the Russian economy is the uneven spatial development of the Russian Federation and the increasing differentiation of regions and municipalities in terms of the level and pace of socio-economic development [1]. As a number of scientific studies show, one of the main factors constraining the development of tourism is the low competitiveness of the tourist product and its low tourist attractiveness Taking this into account, the authors of the study used a marketing and analytical approach based on taking into account the interaction of the forces of supply and demand, on the results of relevant marketing research, and taking into account the needs and preferences of tourists [6,7,8], which thereby contributes to:. Value segmentation of the potential tourists and selection of the target segment
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