Marketing Technologies for Tourism Development in the Region
The article deals with the problem of improving the efficiency of tourism industry in St. Petersburg. Despite the undoubted achievements, the indicators of the city tourism industry growth are far from predicted. The growth of prices, the seasonal factor and the low return of tourists continue to impede the development of the tourist destination of St. Petersburg. Internet resources created by the Committee for the Tourism Development of St. Petersburg are one of the tools for interacting with citizens and consumers of the tourist destination. Analysis of Internet resources created by the city authorities suggests their extremely low efficiency. The solution of this problem is in the active implementation of modern marketing technologies in the sphere of tourism development, primarily targeting and positioning of the tourist product of the territory. A modern trend to product personalization is also inherent in tourism marketing. This growing trend makes ever-increasing demands on the quality of analytical work, product proposal modeling, and specialized tools of product promotion. Tourism industry has and will continue to evolve, largely resulting from new technologies as well as social and digital media, mobile and digital tools become central to the business.