Marketing strategies for increasing the tourist attraction of cultural heritage sites: an integrated approach to project management (case study of the Lipetsk region)

The paper is devoted to the study of marketing strategies for increasing the tourist attractiveness of cultural heritage sites in the context of applying an integrated approach to project management. Using the example of the Lipetsk Region, the paper analyzes current trends in developing educational tourism and identifies key factors that influence the effectiveness of promoting regional tourist destinations. The study creates a structure for an integrated model of managing tourism projects and proposes thematic routes of various types that are adapted to different target groups of tourists. The developed routes cover historical, cultural, religious, and natural-cultural sites and include interactive elements aimed at increasing tourist engagement and creating a positive image of the region. The research results demonstrate the high efficiency of an integrated approach to managing educational tourism projects and can be used to develop the tourist attractiveness of other regions of the Russian Federation with similar cultural and historical potential.