Strategy for the development of tourism in the region in the digital economy

Abstract

The purpose is to substantiate the conceptual foundations of the strategic development of tourism in the domestic region in the digital economy. Research methods: analysis, synthesis, clustering, forecasting, ranking, grouping, generalization, classification, systematization. Results. The main components of the digital economy ecosystem are substantiated. The basic stages of developing a regional tourism development strategy in the digital economy are formed. The conceptual principles of regional tourism development are summarized. The business model of a regional tourism organization is presented. It is proven that the introduction of digital technologies into the tourism sector of the region forms the main trends in its development, influencing the components of the tourism product by increasing the level of awareness of users of digital services and platforms in tourism, as well as reducing transaction costs. The fact is stated that tourism is a complex-forming sphere and is based on the integrated use of the economic, cultural and natural potential of the region. An assessment of the practice of managing tourist areas is given, the results of which indicate the presence of systemic strategic problems associated with the imperfection of marketing methods. A marketing mechanism for implementing the regional tourism development strategy in the digital economy is developed, taking into account the specifics of management and marketing features of tourist areas. Some aspects of forming an attractive investment environment for tourist areas are identified to ensure the efficiency of life and competitiveness of this system. The strategic advantages of using digital platforms in the development of marketing for tourist areas are systematized. Objective and subjective reasons influencing the development of tourist areas are highlighted. Conclusions. The strategic development of tourism in the region in the digital economy should be carried out through the formation of a digital tourism ecosystem and the use of digital assets, knowledge, information, and technologies that allow booking tourist products and accommodation, renting transport, processing documents, and providing additional services in hospitality and tourism.