Marketing research of the market of tourist and recreational services in the city of Novorossiysk and Krasnodar Region

1 August – 30 September 2017
Novorossiysk, Krasnodar Region

The marketing research of the market of tourist and recreational services in the city of Novorossiysk and Krasnodar Region is dedicated to a comprehensive analysis of the territory and its immediate surroundings was carried out in a city-wide context, from the perspective of the real estate market, the demand volume in the tourist and recreational services sector, and the competitive environment for the subsequent development of a preliminary project concept tourist and recreational cluster. The concept formed the basis of the terms of reference for the participants of the Open International Competition for the development of the Admiral Serebryakov embankment part (Novorossiysk, Krasnodar Region).

Description of the territory. The area located in the southern district of the urban district of Novorossiysk, at Admiral Serebryakova Embankment, 77.

Research Objectives. The crucial objective was to study the potential of the territory for the subsequent selection of the most effective concept for the development of the territory in existing conditions. The research includes:

  • analysis of the existing situation of the territory;
  • analysis of the real estate market of the Krasnodar Territory and the nearest regions;
  • current and promising large projects of the city of Novorossiysk;
  • analysis of the volume of demand for relevant services and products in the local, regional and federal markets;
  • analysis of the availability and justification of the choice of the target audience of the project;
  • assessment of the possibility of attracting consumers of various target markets;
  • comprehensive analysis of the competitive environment of the project;
  • analysis of world experience in the implementation of standard projects and facilities;
  • analysis of the interest of joining anchor tenants and large hoteliers in the project.

Contents

Introduction

Section 1. The structure of the economy of the city of Novorossiysk

Section 2. Analysis of the existing situation of the territory

Section 3. Business environment of Novorossiysk

Section 4. Analysis of the real estate market of the Krasnodar Territory and the nearest regions

Section 5. Information on current and promising large projects

Section 6. Analysis of the volume of demand for relevant services and products in the local, regional and federal markets

Section 7. Analysis of the availability and justification of the choice of the target audience of the project

Section 8. Analysis of quantitative and qualitative indicators of the target audience

Section 9. Assessment of opportunities to attract consumers of various target markets (local, regional, Russian, foreign)

Section 10. Comprehensive analysis of the competitive environment of the project

Section 11. Project benchmarking (analysis of world experience in the implementation of standard projects and facilities)

Section 12. Analysis of the interest of joining anchor tenants and large hoteliers in the project

Conclusion

Results

1. The following prerequisites for the development of the tourist and recreational cluster are highlighted:

  • compliance with the main strategic goal of the regional development strategy: “Krasnodar Region-2030 is a globally competitive all-season innovative tourist center, the leader of the Russian tourism market” and strategic goal SC-5 “International all-season center for business, event, educational and sports tourism, the leader region is MICE- tourism in Russia ”;
  • following world trends in the development of coastal territories;
  • unique geographical location;
  • availability of infrastructure of the Novorossiysk seaport;
  • the intentions of the administration of the Krasnodar Region to create an intensive yachting area in the Black Sea.

2. The key audiences of the project are identified:

  • business;
  • individual interest.

3. A proposal has been formed on the objective composition and functional content of the tourist and recreational cluster.

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