ІННОВАЦІЙНІ ІНСТРУМЕНТИ МАРКЕТИНГОВИХ СТРАТЕГІЙ РОЗВИТКУ ТУРИЗМУ НА РЕГІОНАЛЬНОМУ РІВНІ

Abstract

The article summarizes the scientific and practical approaches to implementing marketing strategies for regional tourism development and identifies and characterizes their essential innovative tools. Territorial marketing strategies have recently become a topical subject of scientific research and a popular tool for promoting regions and increasing their competitiveness. Regional development marketing strategies are initiatives aimed at promoting and improving a specific region's economic and social conditions. The application of such elements of regional tourism development marketing strategies as niche tourism, digital platforms, and storytelling is substantiated. A niche tourism strategy targets specific market segments, such as adventure tourism, ecotourism, or cultural tourism. Tourism regions can use digital platforms to interact with visitors and collect data about their preferences and behavior. By analyzing this data, you can better understand your target market and develop more effective marketing strategies. Storytelling is a marketing strategy because people are more likely to be impressed by a place if they can emotionally connect with it. By creating and sharing stories about the region, its people, and its culture, you can connect emotionally with potential visitors and increase their likelihood of coming. The use of the described marketing tools within the strategies of niche tourism, digital platforms, and storytelling will make it possible shortly, after guaranteeing the safety of tourism in Ukraine, to ensure the rapid development of such promising types and directions of tourism as sustainable and ecological, adventure, cultural, health and healing tourism, and as well as immersive (virtual) and technological tourism. The proposed innovative marketing tools can be used to develop effective strategies for developing tourism at the regional level. However, the effectiveness of these strategies may vary depending on the context and regional characteristics. Implementing marketing strategies will become especially important in Ukraine after the war's end, but it is necessary to develop such strategies using innovative marketing tools now.