Hotel as part of the tourist image оf st. Petersburg

The article examines the elements that influence the formation of a city’s tourist brand, its positive image and competitive identity. Hotels are presented as part of the tourist infrastructure, and their conceptual component is considered as an important part of the city’s creative space, contributing to the attractiveness of the tourist destination. The authors analyzed the creative approach of St. Petersburg hotels in using the city’s cultural heritage when forming a hotel promotion strategy.