DIRECTIONS OF IMPLEMENTATION OF INNOVATIVE MEASURES IN REGIONAL TOURIST MARKETS

Abstract

Introduction. Modern tourism is rightly considered as one of the priority vectors of regional development, which is gaining worldwide popularity and provides the lion's share of revenues to various levels of budgets in the region and the country. Underestimating the role of tourism and the need to implement innovative strategies for its growth will eventually lead to the loss of untapped opportunities and lowering the country's rating in world markets. The purpose of the article is to identify and implement innovative measures in regional tourism markets, important for regional innovation policy and the functioning of tourism on an innovative basis; types and tools of innovations that should be used in the tourism industry. Results. The article reviews the literature that highlights the problem of introducing innovative measures in regional tourism markets. The role and significance of innovation in modern tourism are clarified. The place of tourism among the markets of regional development is characterized. The goals of regional innovation policy in the context of regional tourism are highlighted. It is proposed to expand the interpretation of the concept of "social tourism". The components of the innovation potential of regional tourist markets as a symbiosis of labor, information, material and technological, financial and credit, sales and production factors are detailed. Their functional purpose in regional tourist markets is detailed. The directions of innovative activity which will promote more effective functioning of regional tourist markets and will provide constantly growing demand are outlined. The algorithm of innovative potential of regional tourist markets is offered; ways to increase the competitiveness of regional tourism markets on an innovative basis are outlined. Conclusions. The innovativeness of measures for regional development determines the energy and resource-saving technologies are generalized for different spheres as an important element of the region's competitiveness. Intensification of information, management, communication, technological solutions will eventually increase the investment opportunities of the region. Key words: innovative activity, regional tourist markets, tourist service, sales activity, innovative potential, tourism infrastructure.