Современные проблемы сервиса и туризма 2015_v.9_#2 | Page 25

Современные проблемы сервиса и туризма № 2/2015   Том 9 9. Our platforms and programs. http://www.nycandcompany.org/marketing/our-platforms-andprograms (Дата обращения: 29.11.2014). 10. Primer Informe. 2013. Secretaria de Turismo del Distrito Federal. D. F.  México. http:// www. mexicocity.gob.mx/contenido.php?cat=40700&sub=7 (Дата обращения: 29.11.2014). 11. Speech by Singapore tourism board chief executive Lionel yeo at the tourism industry conference 2014, Monday, 7 April 2014. https://www.stb.gov.sg/Documents/tic2014_stbce%20speech.pdf (Дата обращения: 17.11.2014). 12. The Making of … the city marketing of Amsterdam. Amsterdam City: Joh. Enschede Amsterdam, 2004. http://www.iamsterdam.com/en-GB/amsterdam-marketing (Дата обращения: 14.11.2014). 13. Top Selling Points For Mexico City Today. http://tourism.about.com/od/destinationinformation/a/ Top-Selling-Points-For-Mexico-City-Today.htm (Дата обращения: 29.11.2014) 14. Tourism in Paris  – Key Figures. 2013. http://asp.zone-secure.net/v2/1203/1515/45590/Chiffrescl%C3%A9s‑2013.pdf (Дата обращения: 16.11.2014). 15. Travel Trade Guide for European City Cards 2014. Dijon. France. European Cities Marketing. www. welovecitycards.com (Дата обращения: 29.11.2014). 16. Turisme de Barcelona. Memòria 2013. Barcelona: Turisme de Barcelona, 2014. http://www. barcelonaturisme.com/imgfiles/Turisme-Barcelona.Memoria‑2013.pdf (Дата обращения: 23.11.2014). 17. Viena Brand Manual. Vienna Tourist Board. http://b2b.wien.info/media/files-b2b/brand-manual. pdf (Дата обращения: 12.11.2014). 18. Welcome Address by Mr’s Israwan at the Tourism Industry Conference. Singapore. 2014. https://www. stb.gov.sg/Documents/tic_2014_welcome_address_by_2m.pdf (Дата обращения: 18.11.2014). Dmitry Tsapuk Yaroslavl State Pedagogical University named after K. D. Ushinskogo (Yaroslavl, Russia); PhD (Cand. Sc.) in Geography, Associate Professor MARKETING PROGRAMS AND THE PROMOTION  OF GLOBAL CITIES ON THE INTERNATIONAL TOURIST MARKET The article suggests the analysis of activities to promote global cities in the international tourist markets. The leading position of global cities, not only in economics but also in attracting tourists, demands an urgent review of the main trends and methods of their promotion for possible application in the largest Russian cities. Using examples of dozens leading global cities the author highlights a number of key marketing programs of promotion of global cities on tourist markets – such as special programs for visitors and maintaining interaction with tourists, the use of social networking, branding. The article concludes that the transition of a number of global cities to models of integrated promotion occurs as part of integrated strategies and campaigns in conjunction with the accented promoting on specific key target markets; the author considers the most striking examples of this integrated promotion. Also discussed in more detail are issues of partnership between government and business, professional, scientific and public organizations in the promotion of global cities, as a constant and essential element of the mechanism and the implementation of measures of tourist promotion. The article also pays considerable attention to the organization of major events and the sequence of events to attract tourists to the formation of tourist image of global cities. Final conclusions are valuable for use in the practice of promotion of the city in the tourist market, and for understanding contemporary forms of marketing communications. Keywords: global cities, integrated promotion programs, social network, branding, partnerships, tourist events References: 1. Global’nyi gorod: teoriia i real’nost’ [The Global City: Theory and Reality] / Pod red. N. A. Sluki. M.: OOO «Avanglion», 2007. 243 p. 2. About London & Partners. http://www.londonandpartners.com/about-us [Accessed on November 17, 2014]. 3. About NYC & Company Research & Analytics. http://www.nycgo.com/research [Accessed on November 16, 2014]. 4. Brand manual Ver. 4.0. July 2012. Amsterdam Partners. ww.iamsterdam.com [Accessed on November 12, 2014]. 5. Dubai debuts new destination brand. http://www.eturbonews.com/45739/dubai-debuts-new-destinationbrand [Accessed on November 14, 2014]. 6. Hong Kong Tourism Board Annual Report. Hong Kong, 2013. http://www.discoverhongkong.com/eng/abouthktb/corporate-information.jsp [Accessed on November 27, 2014]. 23