Promoting cultural space of Kamenka as an element of Krasnoyarsk tourist destination on the market of tourist services

Cultural and public spaces that have recently been developing in Russia are taking part in shaping a comfortable environment for urban residents and attracting new tourist flows. For the city of Krasnoyarsk, the task of providing the tourist with the attractiveness of potential tourists is complicated by the responsibility to fulfill the role of the capital of a large sports event - the XXIX World Winter Universiade. This requires the formation of an attractive tourist offer and the identification of tourist potential for existing cultural organizations and other facilities in the field of leisure. The cultural space “Kamenka”, which has been functioning since 2013, has recently gained popularity among the population of Krasnoyarsk and other districts of the Krasnoyarsk Territory and the Siberian Federal District, as a leisure destination has prospects for transformation into a tourist one. Accordingly, the study of the prospect of transformation of the Kamenka into a tourist destination is of great practical importance, and will also allow finding a methodological apparatus for developing marketing strategies that ensure the success of the transformation. During the study, the Kamenka target market segment was identified, represented by potential tourists from regional tourist services markets, the tourist potential of the offer was determined and the locally centered development scenario of Kamenka as a tourist destination was justified. Cultural and educational spaces of Russia and the cultural space of Kamenka as innovative destinations use modern Internet-based promotion tools, the effectiveness of which was assessed using D. Khaldilov's technique adapted to cultural spaces for evaluating the effectiveness of social networks. Developed on this basis, proposals for improving social networks will provide Kamenka with success in implementing transformation strategies into a tourist destination, helping Krasnoyarsk to become attractive for tourists not only at the Universiade, but also after it. The team of authors is grateful to the team of the Kamenka Cultural Space, especially Ivanova Anna Sergeyevna and Tokmakova Alina Andreyevna, for their support in conducting research.