FORMATION OF MARKETING STRATEGY OF TOURISM ENTERPRISES IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT OF RURAL TERRITORIES

Abstract

The article considers theoretical and methodological approaches to the formation of marketing strategies for tourism enterprises in the context of sustainable development of rural areas under martial law and changes in the structure of tourism demand. It substantiates the role of domestic, rural and green tourism as tools for economic revitalisation of communities, diversification of rural incomes and preservation of natural and cultural heritage. It summarises approaches to strategic marketing planning, taking into account digitalisation, the development of partnership networks and the growing importance of environmental and social responsibility in business. A comprehensive approach to the formation of a marketing strategy for tourism enterprises is proposed, based on the use of strategic analysis tools (PEST, SWOT, SNW analysis, Porter's five forces model, Ansoff and GE/McKinsey matrices) to assess the natural, social and economic prerequisites for tourism development. A table of strategic analysis tools and corresponding management measures has been developed, as well as a diagram of the main directions for improving the marketing strategy of tourism enterprises in the context of sustainable development. The key areas are: the development of domestic and green tourism, the digitalisation of communications, the formation of partnership ecosystems and tourism clusters, and the development of sustainable tourism programmes involving local communities in resource management. Particular attention is paid to the integration of sustainable development principles into the process of forming a marketing strategy, which ensures a balanced combination of economic efficiency, social responsibility and environmental safety of tourism activities. It is proven that the use of a comprehensive strategic approach contributes to increasing the competitiveness of tourism enterprises, strengthening their adaptability to crisis challenges and more effective use of the tourism potential of rural areas. The practical significance of the results obtained lies in the possibility of applying the proposed recommendations by local governments, tourism business entities and other stakeholders when developing marketing strategies and programs for sustainable tourism development.