Development of a territorial tourism product using a marketing and analytical approach

. 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.


Introduction
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 importance of this problem has been repeatedly emphasized by domestic economists, who, in particular, do not see an opportunity to overcome the differentiation of regions in the near future [3].
Regional managers are in constant search of the reserves and drivers of the territorial development. One of such effective options for the socio-economic development of regions and municipalities is tourism, since it is one of the most powerful mechanisms for increasing the competitiveness of the economy and is a source of financial revenues for the budget at all levels [3].
The Kaliningrad region is an exclave territory of Russia, attractive for both domestic and international tourism. Amid the COVID-19 pandemic, the region was visited by a record number of tourists ever during the summer season of 2020. However, the region has successfully coped with such an influx of guests and is ready to expand its tourism opportunities.
At the same time, one of the most significant problems that hinder the successful development of the tourist and recreational potential of the region and the North-West of Russia as a whole is the underdevelopment of the tourist and recreational infrastructure and its unbalanced development in individual components [4]. So, in the Kaliningrad region, indeed, there is a fairly strong differentiation of municipalities in terms of tourism and recreation development. For example, one of the most promising municipalities of the Kaliningrad region, from the point of view of the potential of recreational and tourist development, is "City of Ladushkin" urban district municipal unit. However, the level of its recreational and tourist infrastructure and supply in the local sectoral market is extremely low [5].
Taking into account the above, the authors of the article, as part of the development of an investment strategy for the socio-economic development of the Ladushkinsky urban district, carried out a scientific research on the development of a territorial tourist product, including the development of a concept and an agreed portfolio of the investment projects for the development of the territory.
2 Methods for the development of a territorial tourism product using a marketing and analytical approach 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 also taking into account the needs and preferences of tourists [6][7][8], which thereby contributes to: − more flexible response of the proposal to the objectively researched conjuncture of the tourist services market; − development of a new tourism product or development of a new market niche with a high level of competitiveness in the local, national and international markets; − ensuring the sustainable development of the territorial tourism activities. The methodology for the development of a territorial tourism product, developed by the authors of the article on the basis of a marketing and analytical approach, is shown in Figure 1. Taking into account the results of the SWOT analysis of the territory, the authors formed a marketing multi-attributive model of the territorial tourism product (Fig. 2).  (Table 1).  The analytical feature of the marketing model takes the shape of a multiple regression model with dummy variables in accordance with the formula (1): where:   In accordance with Table 1 and Formula 1, individual regression models were built for each respondent selected for participation in the field quantitative descriptive marketing research conducted by the authors, the plan of which is presented in Table 2. So, for each respondent, individual private utility aij was calculated, on the basis of which the segmentation of the potential tourists was carried out using the methods of cluster analysis, the results of which are presented in Figure 4: Distance from observation to cluster center Distance from observation to cluster center 1 2 3 Observation cluster number Scatter diagrams of intra-cluster distances of objects to the center of their clusters Matrix of scatter diagrams of clustered objects by the Kmeans method So, 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]. Within the framework of this segment, on the basis of the principal component method, such value attributes as "Impressions and pacification" and "Wellness and nature" were identified, which served as the basis for positioning the territorial product and developing a portfolio of investment projects for the development of the territory.

Results and discussion
Based on the results of the analysis, the concept of a territorial tourist product was created, which implements its agreed portfolio of the investment projects, consisting of 4 programs (Table 3), and a marketing complex for the territory "4P" ( Table 4).  Table 4. Marketing complex "4P" of the tourist product of the Ladushkinsky urban district PRODUCT COST Specialized recreation facilities: an ecohotel with a viewing area for the 900-yearold Petiolate Oak, a rehabilitation wellness center near "Electron" tourist camp, "Lebedinoye" tourist camp, "Beregovoe-Patterort" promenade Leisure sphere: water park for 1000 seats, multifunctional airsoft and paintball club, golf club, game center (quest rooms, computer club, etc.), rope park, skating rink Historical and educational vacation: "Ladushkin-Frombork" tour including a visit of "Balga" castle, study of the historical heritage of the 900-year-old Petiolate Oak, a visit to the museums of Mamonovo and followed by a yacht trip to "Frombork" castle complex Ecological vacation: cycling and hiking on pre-designed eco-trails, collective fishing based on the principles of environmental sustainability, short hikes, organizing picnics and camping, team kayaking/canoeing, ecological tour with wildlife sightseeing -900-year-old Petiolate Oak, lunch on the terrace of an eco-hotel overlooking the oak, a visit to the botanical garden and the regional center for environmental education and tourism Model "4Р territories" For the investors: cost reduction -a targeted program of support for SMEs, which implies the provision of benefits and subsidies in priority areas of financing, participation of the municipal district in tenders of the government of urban district and SME Support Fund for providing subsidies to municipalities to support SMEs, and implementation of the municipal procurement For tourists: § an attractive price level of tours is lower than ecological tours in Ozersk and the cost of accommodation facilities is lower than Zelenogradsk and Svetlogorsk levels § price incentives in the form of discounts to attract "typical" representatives of the ecotourism segment and historical and educational recreation § price incentives for the integrated consumption of the proposed tours in conjunction with tourist infrastructure facilities (for example, a discount on visiting the water park when renting a room in an eco-hotel and tourist camps for 2 persons or more) Tourist and recreational consumer cluster complex, which forms the preconditions for the development of entrepreneurship and the achievement of a synergistic economic effect Favorable investment climate and conducive pricing and promotion to the successful entry of Ladushkinsky urban district into the segment of ecotourism and historical and educational recreation of the regional tourist market LOCATION PROMOTION Coastal and border area: implementation of the international program for the development of water tourism "European waterway E-70 Rotterdam-Klaipeda" and the construction of a mooring complex, a boat station and a yacht club on the shores of the Kaliningrad Bay to provide water access to the territory for the foreign tourists, the implementation of water tours and development of the logistics system of the territory Transport and improvement: construction and repair of local roads, reconstruction and improvement of public roads according to the standards of IV technical category, improvement of park zones, reconstruction of the city lake with the creation of recreation areas, implementation of the Safe City hardware and software complex for environmental monitoring in order to conservation of recreational resources of the territory Offline channels: BTL communications and event marketing Internet channels: cooperation with regional bloggers on Youtube, specializing in shooting vlogs of recreation and everyday life, providing them with personal discounts and attractive conditions for visiting the tourist facilities that will be presented to the potential tourists in the form of blogger's vlog feedback, banner advertising in public tourist communities of Vkontakte social network Information infrastructure: a tourism center that develops mass tourism events within the framework of BTL communications and Event marketing and provides access to consolidated information on current offers and promotions for tourists, and providing tourist requests and requirements for tour operators