ПІДВИЩЕННЯ СТІЙКОСТІ РЕГІОНУ В ЦИФРОВОМУ ПРОСТОРІ ШЛЯХОМ ВПРОВАДЖЕННЯ ІНТЕГРАЛЬНО МАРКЕТИНГОВИХ МЕТОДІВ РОЗВИТКУ РЕГІОНАЛЬНОГО ТУРИЗМУ

The purpose of the article is to substantiate the complex of integrated marketing methods for the development of domestic regional tourism as a factor in increasing the stability of the region in the digital environment during the war and after its end. A combination of dialectical, systemic-holistic, evolutionary and resource approaches, spatial-economic vision, multidimensional models of regional management are used. It is proved that the prerequisite for the stability of regional development is the marketing methodology when implementing it in the field of regional management and specifically tourism marketing in its updated model, which takes into account general regional interests and the multiplicity of aspects of tourism. The transformation of the marketing apparatus is proposed based on the synthesis of three types of marketing (tourism, regional, relationship marketing). It is recommended to use three complex indicators (groups) of marketing stability parameters: commercial, competitive and consumer, which, in turn, include a number of private criteria. A scale of intervals (levels) of marketing stability of regional tourism is presented. An expanded typology of clients of travel agencies is provided, which should take into account the following characteristics: belonging and attitude to the territory, hobbies and related activities, prospects for the region and its digital development in an economic, social, and environmental context. A model of the impact of tourism on the regional system and the sustainability of its development is developed and illustrated. An author's typology of consumers of tourist services is presented. Modules of the program for digital promotion of regional tourism are formed and the content is presented in detail. A methodology is proposed for assessing the level of marketing sustainability of tourism, which, when reaching the average and higher level, is a factor and tool in the region's competitive struggle, and determines the sustainability of its market position in the form of the creation and effective implementation of a marketing digital space.