Online Promotion of Tourism Services of St.Petersburg for Japanese Tourists

The purpose of this master thesis is to create a digital marketing complex for St. Petersburg as a destination for tourists from Japan. To achieve the purpose, objectives were formulated as an explanation of the definitions of "destination", "territory branding”, territory marketing” and “tourist services”; determinations of the role of territorial marketing in the promotion of the destination; study the preferences of tourists from Japan in foreign trips; identification of main tools of digital promotion, as well as usability-testing the content of destination web-sites. In the first chapter, key definitions are given, and the relationship between territorial branding and territorial marketing is also elaborated. The second chapter explores the potentially attractive Kyushu region for the promotion of St. Petersburg. Also, the basic tools of Internet promotion are described. The third chapter analyzes tourism sites in Japan, as well as the usability testing of web-site “Visit Petersburg”. The result of the study is a list of recommendations for correcting and adding content to the site, which would fully satisfy the preferences of Japanese tourists.