Promoting The City Of Khabarovsk: Content Analysis Of Municipal Programs

Abstract

The article reveals the results of a research of the activities of the municipality to promote the city of Khabarovsk. The study was based on a few program documents developed by municipal authorities in the period from 2009 to 2020. Content analysis used as a method of the research allowed to identify the ratio of promotion tools, including public relations (PR), advertising, branding, direct marketing, and sales promotion. In addition, the main activities, and the target groups to which they are directed were highlighted: locals, visitors, and enterprises of the city, as well as economic entities, authorities, and media of other regions. With the help of meaningful analysis, key problems in the activities of the municipality were identified. Such an analysis was carried out for the first time and made it possible to determine the main directions for improving the activities of city authorities in the field of territorial marketing.