Museum marketing technologies in creating a program to promote a tourist attraction in a small town

The complex modern socio-economic conditions for the functioning of specific tourist attractors in small towns, which rightfully include museums, require changes in scientific and practical approaches to the organization of their activities and the formation of a promotion system for both individual services and the object as a whole. The use of traditional and innovative marketing tools makes it possible to identify and assess the degree of influence of external factors, including municipal and regional features of the development of the tourism sector and museum activities, as well as to determine the strengths and weaknesses of a museum located in a small town that has the federal status of a historical settlement. Research results allows the authors to create format for the museum’s development program, consisting of several modules, and identify the main target indicators and tools for achieving them. As part of the testing of the presented developments, changes in the indicators of visits and extra-budgetary income of the museum at the first stage of implementation of the proposed program were considered and assessed. During the study, the concept of “museum development program” was specified and the systemic format of the museum development program as a cultural institution that meets the modern needs of society was presented. The proposed format of the museum development program considers as much as possible the characteristics of small towns, which are historical settlements, and modern trends in the informatization of production processes and sales of both museum and tourist products.