Keyword: «m. porter's model»

In the framework of expanding the assortment and differentiating the quality of services in the cultural tourism market of St. Petersburg, the possibilities of promoting a new tour are considered. The tour is considered as a complex of services to meet the needs of people in evading an ordinary lifestyle in the world of culture and nature. In the new environment, familiar promotion strategies are not effective. To optimize the strategy of promoting a new excursion, the M.Porter model was first applied. In accordance with it, the force of pressure on the market of sellers and buyers is involved in promotion, which creates the possibility of varying price and profit when promoting a new product in the conditions of fierce competition of small firms in the field of excursion services. As a result of developing recommendations on turning the forces of vertical and horizontal competition in favor of companies in the cultural tourism market of St. Petersburg, it becomes profitable to use a diversification strategy, a market penetration strategy, and conglomerate diversification. Testing the effectiveness of the optimized strategy for promoting a new tour on the St. Petersburg market allows entrepreneurs to consider investment options in the infrastructure of destinations in other regions of the Russian Federation that attract tourists, tourists and guests from the North-West Federal District of Russia.