title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ ÑÐµÐ³Ð¸Ð¾Ð½Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a strategy for promoting hotel products based on the event calendar of the region (using the example of st. Petersburg)
Creators: name: ÐÐµÐ½Ð¸ÑÐ¾Ð²Ð°, ÐÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÑÑÐ¸Ð·Ð¼
ÐºÐ¾Ð»Ð»ÐµÐºÑÐ¸Ð²Ð½ÑÐµ ÑÑÐµÐ´ÑÑÐ²Ð° ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð¸Ñ
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÐ¹ Ð¿ÑÐ¾Ð´ÑÐºÑ
ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐ¹ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ
marketing
tourism
collective accommodation facilities
hotels
hotel product
event marketing
event calendar

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð° Ð½Ð° Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÑÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÐµÐ³Ð¾ Ð²Ð¸Ð´Ñ Ð¸ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÑ; 2. ÐÐ·ÑÑÐ¸ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²; 3. ÐÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°ÑÑ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ ÐºÐ°Ðº ÑÑÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¹ ÐºÐ»Ð°ÑÑÐµÑ; 4. ÐÑÐ¾Ð²ÐµÑÑÐ¸ ÑÐµÑÑÐ¾ÑÐ¿ÐµÐºÑÐ¸Ð²Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ð¸ Ð²ÑÑÐ²Ð¸ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÑÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾ÑÐ¾ÐºÐ°; 5. ÐÑÑÐ²Ð¸ÑÑ Ð¿Ð¾Ð¿ÑÐ»ÑÑÐ½ÑÐµ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÐµ ÑÑÐ»ÑÐ³Ð¸ Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ð¸ Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹; 6. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð³. Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ; 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð¿Ð»Ð°Ð½ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½ÑÑ Ð´Ð¾ÐºÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð Ð¤, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ Ð³.Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ð¸ ÑÐ°Ð¹ÑÐ° Ð¤ÐµÐ´ÐµÑÐ°Ð»ÑÐ½Ð¾Ð¹ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÐºÐ¸. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÐ½Ð¾ÑÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, ÐµÐ³Ð¾ ÑÐ¾Ð»Ñ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð². Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° ÐºÐ¾Ð»Ð»ÐµÐºÑÐ¸Ð²Ð½ÑÑ ÑÑÐµÐ´ÑÑÐ² ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð¸Ñ Ð³.Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐ¹ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð½Ð° ÑÑÐ½ÐºÐµ Ð³.Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÑ. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Yandex, Google, ÑÐµÑÐ²Ð¸Ñ Travelline (ÐµÐ´Ð¸Ð½Ð°Ñ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð° Ð´Ð»Ñ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ°), Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ°Ð¹ÑÑ ÐÑÐ°Ð²Ð¸ÑÐµÐ»ÑÑÑÐ²Ð° Ð³.Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÑÐµÐ´ÑÑÐ²Ð° Excel Ð¸ MS Word.
description: This work is aimed at analyzing the impact of the event calendar on the St. Petersburg hotel services market and determining the strategy for promoting tourist services in St. Petersburg, taking into account the event calendar. The following tasks were solved: 1. Define the concept of event marketing and define its types and specifics; 2. To study the concept and classification of hotel products; 3. To characterize St. Petersburg as a tourist cluster; 4. To carry out a retrospective analysis of the calendar of events in St. Petersburg and identify the features of the tourist flow; 5. Identify popular hotel services in St. Petersburg and their consumers; 6. To determine the main directions of promotion of the hotel product in St. Petersburg within the framework of the implementation of the event calendar; 7. Develop a strategic plan for the promotion of hotel services, taking into account the event calendar. The work was carried out on the basis of regulatory documents of the Russian Federation, statistical data of St. Petersburg and the website of Federal Statistics. In the course of the work, the concept and essence of event marketing, its role in the promotion of hotel products were considered. An analysis of the market of collective accommodation facilities in St. Petersburg was also carried out, and the event calendar was analyzed. The result of the work was the development of the main aspects of the strategic promotion of hotel products in the St. Petersburg market, taking into account the event calendar. When collecting the data necessary to perform the work, the Yandex, Google search engines, the Travelline service (a single platform for the hotel business), and the official websites of the Government of St. Petersburg were used. Excel and MS Word tools were used for data processing.