THE ROLE OF MARKETING STRATEGY IN PROMOTING LITERARY TOURISM

Abstract

In the article on the example of the literary museum of M. Tsvetaeva was analyzed the role of marketing strategy in promoting the museum, as a subject of literary tourism. Based on the selected main tools, the analysis of the state of the museum, analysis of its mission and values, identification of its unique selling proposition, identification of the main target audience, SWOT analysis were conducted, the results of a comparative analysis with other museums in the Moscow region were presented. The influence of competitive advantages on the effectiveness of museum promotion were revealed. The importance of formulating goals and objectives, as well as defining key performance indicators in the development of a marketing strategy was determined. The main tools of the marketing strategy were analyzed and applied in the formation of the museum's marketing strategy.