FORMATION OF MARKETING STRATEGIC ANALYSIS IN THE FIELD OF TOURISM

Abstract

This article is devoted to the important topic of marketing strategic analysis in the field of tourism. The authors examine methods and approaches that help tourism companies and organizations effectively develop their business in a competitive environment. The article considers such key aspects as the definition of marketing strategies, which describes the methods of defining marketing strategies that allow tourism enterprises to determine competitive positioning and target audience, emphasizes the importance of correct market segmentation and definition of the target audience for effective marketing. Formation of marketing strategic analysis in the field of tourism is a very urgent and important task. The tourism industry is becoming increasingly competitive, new players and tourist regions are emerging that offer similar services. Marketing strategic analysis allows you to identify both internal and external reserves of competitive potential. The theory and practice of evaluating the competitive potential of a tourist enterprise operates with a significant number of various methods, which differ in the complexity of use and feasibility of application depending on the scale of production and the specifics of the tourism company's field of activity. Such methods can be classified: according to the direction of information base formation (criteria and expert methods); according to the method of displaying the final results (graphical, mathematical and logical methods); by suitability for the development of management decisions (simultaneous and strategic assessment methods); by assessment method (indicative and matrix methods). Strategic analysis helps to develop unique offers for tourists and increase competitiveness. Today's tourists are increasingly emphasizing unique experiences, sustainable activities, and are increasingly demanding how their needs are met. Marketing analysis allows you to adapt offers to these changes. The Internet and digital technologies have transformed the way tourists search for, book and consume travel services. An effective digital strategy and analysis is required to ensure a presence in the online environment. Issues of sustainability and environmental responsibility are becoming increasingly important in the tourism industry. The analysis helps to develop strategies aimed at conserving natural resources and reducing the impact on the environment. Tourism is a global industry, and tourism businesses must consider the international context in their strategies and analyses. Therefore, the formation of marketing strategic analysis in tourism remains an urgent task for enterprises and organizations in this field. It helps to adapt to market changes, innovate and compete effectively, ensuring a quality experience for tourists and business sustainability. Keywords: strategy, strategic analysis, stages of strategic analysis, marketing strategies in tourism.