Marketing Strategy for Development of Tourist Territory in the Regional Dimension

The purpose of the article is to develop a marketing strategy for the development of a tourist area based on the concept of tourism marketing of territories as a mechanism for activating regional development during the post-war recovery of the regions of Ukraine. An appropriate model of strategic marketing for the development of a tourist area has been developed based on current practices and tools. Measures for implementing the methodology of strategic marketing for the development of a tourist area have been classified. It has been stated that the post-war marketing policy of the region of Ukraine in the field of tourism should be aimed at forming a positive image, attracting investments, tourists, new residents, improving the quality and comfort of life, increasing the competitiveness of regional and local producers of goods and services, and bringing it to the interregional, national, and international levels. The feasibility of developing, organizing, and controlling a comprehensive marketing strategy for the development of a tourist area in any region of the country has been substantiated. The main advantages of having a developed strategic document in the field of tourism marketing in the region have been highlighted. The features of successful marketing strategies for tourist areas have been summarized. The main goals of implementing the marketing strategy for the development of a tourist area for a five-year period have been formulated. A set of tasks for implementing the marketing strategy of a tourist area is proposed. The marketing strategy for the development of a tourist area planned for development is structured. In general, the development and implementation of a comprehensive marketing strategy for the development of a domestic tourist area in the regional dimension is a key factor for the successful implementation of the mechanism for activating regional development. Further scientific research should be conducted in the direction of developing a mechanism for the implementation and development of tourism marketing of domestic tourist areas that were temporarily occupied during the war.