Valery Gordin

• Head of Department at National Research University Higher School of Economics, Saint Petersburg

The authors describe the possibility of using a differentiated approach based on vocational education in the field of art and culture as a new criterion for attracting youth audiences to museums in the digital era. A distinctive feature of the differentiated approach in the activities of museum student clubs is the targeted impact on various groups...

This article examines online educational products developed by museums both independently and in cooperation with educational institutions. The analysis revealed a pool of museum online products, including mass open online courses (MOOCs), specialized professional online courses (SPOCs), educational games, mobile apps, and podcasts. The authors ide...

Purpose The purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg. Design/methodology/approach In total, 76 museums have been studied through the observati...

Tourism products' variety engenders a correspondingly large number of approaches to their promotion. One popular angle for promotion, applicable in a handful of cities, draws on the destination's imperial heritage. However, the patterns of using the imperial theme for tourism marketing vary in different capitals. This study is the first in a larger...

Tourism products' variety engenders a correspondingly large number of approaches to their promotion. One popular angle for promotion, applicable in a handful of cities, draws on the destination's imperial heritage. However, the patterns of using the imperial theme for tourism marketing vary in different capitals. This study is the first in a larger...

Purpose – This paper aims to display the role of hotel restaurants in gastronomic place branding. The authors view hotel restaurants as having a great potential in the promotion of local gastronomy. Design/methodology/approach – The research was done in several stages. First, the authors selected six destinations (Lapland, Catalonia, Saint Peter...

In recent years there has been a significant growth of interest in regional gastronomic brands. In this chapter the authors analyze the structure, content, and individual characteristics of the gastronomic industry as a key component of regional tourism. The apparent interest in the gastronomic component stems from tourists’ desire to obtain a deep...

‘Museum Night’ is a widespread event held annually across the world. In 2015 the event will be staged for the eighth time in St Petersburg, one of the top tourist destinations in Russia and Europe, and one that is well known for its cultural heritage. Initially the idea of such an event, when museums stay open late into the night, started up in Ber...

Purpose – The paper aims to generate new information on the types of entrepreneurial activities at the re-enactment festivals and their importance for the re-enactors. Design/methodology/approach – The study consisted of two stages: a content analysis of information available through online open access and a qualitative survey of re-enactors and a...

A new model of cultural policy is currently being developed in Russia, under which creative and cultural industries are becoming more involved in business. Traditional cultural institutions and new creative industries seek to gain stable income, which can only be provided by commercial activity. From this perspective, a study on art university stud...

This article focuses on a significant component of tourist destination attractiveness, namely, territorial gastronomic branding. Some destinations boast a specific gastronomic brand, while others do not have a clearly defined ‘gastronomic face’. Moreover, some territories lack the 'food basis' or unique gastronomic resources, such as a brand produc...

Tourism development in St. Petersburg, which is a major cultural centre, has improved in terms of tourist flows; both tourism demand and tourist products have become more diverse. These improvements give grounds for a fairly optimistic prognosis for the tourist industry in St. Petersburg. At the same time, there are a number of factors which may en...

The article considers cultural tourism as a new technology for tourist activities; analyzes the development peculiarities of St. Petersburg as a tourist center, which has the inherent characteristics of tourism in a megacity; and also presents a number of factors, which allow for characterizing the phenomenon of the tourist potential of the city.

The aim of the study is to examine the various forms of interaction between cultural heritage and creative industries to support the development of various types of cultural clusters in St. Petersburg. The study was based on a model, which provides several types of partnership cultural heritage (CH) could have with the creative industries (CI): CH...