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Marketing Mix Development for a Tourist Product on the Basis of Archeological Expeditions

Student: Sofya Rudnik

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The master dissertation is devoted to development of such tourist product as archaeological expeditions which combines characteristics of historic-cultural and extreme tourism. In work, the main theoretical aspects connected with development conception of classic marketing-mix and also in the context of marketing of territories are presented. After that author choose the strategy of improving territory. In dissertation use such methods as holding expert interviews, focus groups, characteristics classification by the concept of soft and hard factors of a product. In heads are described characteristics of archaeological expeditions as tourist objects, features of the regional tourist market are distinguished, the choice of the territory. The final chapter is devoted to development of an archaeological tour: description of a product, development of price policy, place and promotion.

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