МЕХАНІЗМИ ДЕРЖАВНОГО УПРАВЛІННЯ МАРКЕТИНГОВИМИ КОМУНІКАЦІЯМИ У ГАЛУЗІ ТУРИЗМУ: НА ПРИКЛАДІ ХАРКІВСЬКОЇ ОБЛАСТІ

Abstract

The sphere of tourism is one of the multipliers of economic development. Thus, the development and application of technologies for building a strategy for tourism image development at the state level will not only create a competitive environment for domestic tourism enterprises, but also contribute to the development of regional and national economy, which determines the relevance of the article. The paper provides a detailed analysis of ways to increase the competitiveness of the region through the introduction of public administration mechanisms for the implementation of strategic measures to develop the tourist image. Theoretical approaches to defining the concepts of marketing, strategy, image of the region are considered. The calculations suggest that the industry has high competition and one of the ways to increase the efficiency of positioning the region as a tourist can be the development of an effective tourist image at the level of state and regional government, its promotion, which will ensure market competitiveness. The article analyzes the tourist potential of Kharkiv region. On the example of Kharkiv region, an algorithm for the implementation of public administration mechanisms aimed at providing a system of public marketing in the region for its positioning as a tourist center. According to the results of the study, the theoretical definitions of the concept of public marketing, marketing strategy, mechanisms of state management of tourism development were analyzed. According to the results of determining the main trends in the development of tourism in Kharkiv region, the great tourist potential of the region was determined, however, the need for the development of tourist infrastructure to increase the efficiency of tourism activities was noted. Proposals for the formation of mechanisms for state management of marketing communications for tourism development in the region were developed, tasks, action programs and resources needed to implement the strategy were identified. The ways of forming a positive tourist image of Kharkiv region as a component of marketing strategy are analyzed.