REGIONAL TOURISM PRODUCT MANAGEMENT MECHANISM

Abstract

The article reveals the features of the development of the regional tourism product management mechanism in the conditions of digitalization and competitiveness in the tourism services market. Modern trends in the functioning of the tourism sector of the region are studied. The stages of the regional tourism product management mechanism are determined, which include determining the tourism potential of the region, assessing the readiness to enter the tourism services market, creating a high-quality tourism product, launching, clear tuning and scalability at the regional level. The main directions of regional tourism product development for tourism enterprises, stakeholders and community representatives are substantiated to achieve sustainable functioning and cooperation. Using the experience of international tourism organizations and practical recommendations, measures are proposed for the step-by-step construction, development and formation of a tourism product at the regional level and the interaction of local governments aimed at promoting the acceleration of the restoration of the tourism sector in a digital competitive environment. Research into the development and promotion of a new tourism product should include the following tasks in the marketing plan: combining online and offline channels, including social media, travel blogs, and travel agencies, and the opportunity to attend trade shows and other industry events to showcase the tourism product. Therefore, developing a detailed marketing plan that includes a combination of online and offline channels, including social media, content marketing, email-marketing, and referral marketing, remains important. Adapting your marketing strategy to different demographic groups involves understanding the unique needs, interests, and behaviors of each group. It was found that monitoring market trends and changes in customer behavior should provide an understanding of current industry developments in tourism products. This in turn will help to identify new opportunities and adapt your product to changing customer needs. It was analyzed that before implementing a regional tourism product management roadmap, sales figures, website traffic and customer satisfaction levels should be carefully analyzed to assess the effectiveness of the tourism product. Implementing changes based on customer feedback, market trends and performance data will allow you to include making product changes, adjusting pricing strategies or updating marketing tactics.