TECHNOLOGIES OF TOURIST ACTIVITY AND PUBLIC MARKETING

Abstract

The article is devoted to topical issues of tourism development. Some aspects and specific characteristics of tourism development are considered. The analysis allowed to determine possible directions of development of tourist activity by the formation of unique tourist offers based on the analysis of tourist potential of a tourist destination. The key trends in the development of tourism in the world are highlighted. Today, tourism is one of the important areas of the economy in many countries around the world. The industry's contribution to world GDP in 2019 was 10.4%, in 2020 due to the coronavirus pandemic it decreased to 5.5%. Therefore, it is necessary to develop new management models and tourism development programs to return the industry to its position in 2019, as well as to improve them in the future. In particular, some trends in the development of tourism in different countries were analyzed, which allowed making a comprehensive description of trends in the tourism market. An important component of the development of tourism is the formation of its own attractive tourist image. The image of the destination is of fundamental importance in attracting investors and consumers of tourism products. At the level of tourism marketing in the country, the creation of its favorable image becomes a state task, the solution of which largely determines the success of the tourist complex. Based on the analysis of trends in the tourism market, elements of marketing promotion that are characteristic of developing tourist destinations were identified. Among such tourist destinations was Albania - a tourist destination was described as a destination that was not in high demand due to outdated material and technical base and geopolitical situation in the country, one of the few traditional Muslim countries in Europe, attracting tourists with unique nature and rich nature a combination of recreational beach tourism and cultural and historical monuments that accompany the tourist at every turn. The analysis of the tourist potential of the country allowed to determine the features of tourist activity in the country. Based on the analysis, the article highlights the main mechanisms for the development of tourism, in particular: branding of tourism; creating a positive image of tourist destinations; increasing the environmental friendliness of tourism activities; promoting the recovery of demand for tourist destinations.