EFFECTIVE MARKETING IN THE FORMATION OF DEVELOPMENT STRATEGIES IN THE TOURISM INDUSTRY

Abstract

This article is devoted to the important topic of marketing strategic analysis in the field of tourism. The authors explore methods and approaches that help tourism companies and organizations effectively develop their businesses in a competitive environment. The article discusses such key aspects as the definition of marketing strategies, which describes methods for determining marketing strategies that allow tourism enterprises to determine competitive positioning and target audiences, and emphasizes the importance of proper market segmentation and target audience identification for effective marketing. Strategic analysis helps to develop unique offers for tourists and increase competitiveness. Modern tourists are increasingly emphasizing unique experiences and sustainable activities and are becoming more demanding in how their needs are met. Marketing analysis allows you to adapt your offerings to these changes. The Internet and digital technologies have transformed the way tourists search, book, and consume travel services. An effective digital strategy and analysis are required to ensure a presence in the online environment. Sustainability and environmental responsibility are becoming increasingly important in the travel industry. The analysis helps to develop strategies aimed at conserving natural resources and reducing their impact on the environment.