Schetinina E.D., Dagman S.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 5 (May 2018)

JEL classification: L83, M31, Q56

Keywords: marketing, marketing sustainability of tourism, region, socio-ecological and economic system, sustainable development, tourism


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Abstract:

The article describes the approaches to the formation of integrated marketing methods of tourism development in the region as a factor of regional socio-ecological and economic sustainability. The associated range of methodological and practical problems, trends in tourism marketing and its modern features on the example of the Belgorod region are considered. The methodical apparatus of marketing in tourism is investigated, the interrelation of tourism and development of the territory is revealed and the necessity of formation of integrated marketing space for increase of stability and balance of socio-ecological and economic development of the region is proved. As a methodological basis for this purpose, the synthesis of three types of marketing – tourism, regional and relational in their social and ethical form is suggested. The components and parameters of sustainability of tourism marketing, taking into account the interests of the region, are determined. As one of the tools of integrated marketing, an extended typology of consumers of the tourism market is proposed. The principles of evaluating the effectiveness of tourism marketing based on the account of the multiplicative effect and impact on the gross regional product (GRP) are provided. The program blocks of practical implementation of the strategy of sustainable development of the region associated with the tourism sector as a driver of this development are outlined.

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