Tour Operator's Marketing Strategy Development in Terms of Import Substitution

This master's thesis is about the tour operator's marketing strategy development in terms of import substitution. Relevance of the research lies in the fact that in the conditions of economic crisis and fundamental changes in the domestic tourism market that associated with the financial bankruptcy of the largest players in the industry, there are some tour operators in Saint Petersburg that become no longer competitive and need to be revised their marketing strategy. That is why the objective of our research is to explore the conceptual and methodological issues about marketing strategy development and to develop a marketing strategy for the tour operator in terms of import substitution, which will be based on strategic analysis of industry and market analysis. The empirical base of the study is «Progulki po Peterburgu» tour operator. The object of research is a strategy marketing management system of "Progulki po Peterburgu" tour operator. The subject of study is tour operator’s marketing strategy in terms of import substitution. We used desk research methods, methods of strategic industry analysis, expert interviewing, SWOT-analysis and questionnaire method in order to achieving the tasks and objective of our research. As a result of our research we proposed some practice recommendations for tour operator's marketing strategy improvement in terms of import substitution and developed a medium-term marketing plan for «Progulki po Peterburgu» tour operator. The results of this research were implemented in an actual tour operator’s practice in II quarter of 2016.