Abstract
The concept of marketing support for strengthening the economic security of a region by intensifying tourist business was developed. It was established that the economic security of a region is the result of the influence of a number of processes of different nature and degrees of influence. The safety assessment depends on its purpose and groups of partial indicators that provide a comprehensive assessment. The result of the evaluation procedure should be a grounded conclusion on one of the possible states: economic security, economic danger, economic risk, and economic threat. The tourism sector, influencing the level of security of a region through the generation of additional financial and related flows, requires clarification of the content of scientific and methodological approaches to management. It is proposed to separate administrative methods and market mechanisms as complementing each other. At the level of separate tourist enterprises and their associations, it is advisable to implement marketing strategies for traditional expansion of the market, product, and innovative updating of the portfolio of tourist products. The main tools and technologies for achieving set goals are digital information and communication technologies. Their application is associated with the use of the method for economic and mathematical modeling, as well as SWOT analysis technology and the use of a special BITOUR platform. The use of the proposed theoretical and methodical proposals will make it possible to assess the economic security of a region in terms of its possible condition. It will also be useful in the development of strategic and tactical plans for regulating tourism business in the system of ensuring the economic development of a region.
Highlights
The national economic system has undergone significant changes in its composition under the influence of uncontrollable environmental factors
Given the multiplicity of types and forms of tourism activities, their relationship with other sectors and sectors of the economy, this direction is promising. It requires more scientific and methodological attention to reveal the opportunities in strengthening economic security and protecting the economic interests of regions and the national economy in general
The aim of this study is to develop scientific and methodological tools to strengthen the economic security of a region through the revival of the activity of tourism business based on the use of tactical and strategic marketing technologies, taking into consideration the state of development of innovative information and communication technologies
Summary
The national economic system has undergone significant changes in its composition under the influence of uncontrollable environmental factors. That is why restoration and further strengthening of economic security should be based primarily on taking into consideration and using internal factors Such sources traditionally include the search and use of reserves for accelerating development in sectors of the economy – industry, agriculture, construction, various types of trade, housing and communal services, communications, the financial sector. Given the multiplicity of types and forms of tourism activities, their relationship with other sectors and sectors of the economy, this direction is promising It requires more scientific and methodological attention to reveal the opportunities in strengthening economic security and protecting the economic interests of regions and the national economy in general. That is why the main tools for activating the tourism business should be marketing approaches that ensure the delivery of the corresponding product to the end-user with the greatest efficiency in existing conditions for all subjects of tourist activity
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