APPLIED ASPECTS OF MARKETING PLANNING USING THE TOOLS OF DEVELOPMENT OF TOURISM IN A SMALL TOWN (ON THE EXAMPLE OF MIKHAILOVKA, VOLGOGRAD REGION)
The practical aspects of marketing of small towns using the tools of tourism development are examined in the article. The market positions of a small city (Mikhailovka, Volgograd region) are analyzed and its potential for tourism development is estimated. For effective positioning of the territorial entity the multiplier of attractiveness is proposed that determines the multiplicity of the positive changes that form the positive image of a small city. It is justified that the important segment of the tourist market of a small town can be business tourism. The strategy of marketing of a small city is developed on the bases of concept of the tourism marketing, the most effective forms of PR are proposed. Institutional mechanism for implementation of the concept is described.