Devising scientific and methodological tools to strengthen the economic security of a region through the improvement of technologies for marketing support of tourism

Vadym Ratynskyi (), Nataliia Tymoshyk, Roman Sherstiuk, Olena Dudkina, Igor Dunayev, Iryna Petrovska, Olena Mital and Oleksandr Nosyriev
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Vadym Ratynskyi: Ternopil Ivan Puluj National Technical University
Nataliia Tymoshyk: Ternopil Ivan Puluj National Technical University
Roman Sherstiuk: Ternopil Ivan Puluj National Technical University
Olena Dudkina: West Ukrainian National University
Igor Dunayev: Kharkiv Regional Institute of Public Administration of the National Academy of Public Administration under the President of Ukraine
Iryna Petrovska: V. I. Vernadsky Taurida National University
Olena Mital: V. I. Vernadsky Taurida National University
Oleksandr Nosyriev: National Technical University "Kharkiv Polytechnic Institute"

Eastern-European Journal of Enterprise Technologies, 2021, vol. 4, issue 13(112), 52-65

Abstract: The concept of marketing support for strengthening the economic security of a region by intensifying tourist business was developed. It was established that the economic security of a region is the result of the influence of a number of processes of different nature and degrees of influence. The safety assessment depends on its purpose and groups of partial indicators that provide a comprehensive assessment. The result of the evaluation procedure should be a grounded conclusion on one of the possible states: economic security, economic danger, economic risk, and economic threat. The tourism sector, influencing the level of security of a region through the generation of additional financial and related flows, requires clarification of the content of scientific and methodological approaches to management. It is proposed to separate administrative methods and market mechanisms as complementing each other. At the level of separate tourist enterprises and their associations, it is advisable to implement marketing strategies for traditional expansion of the market, product, and innovative updating of the portfolio of tourist products. The main tools and technologies for achieving set goals are digital information and communication technologies. Their application is associated with the use of the method for economic and mathematical modeling, as well as SWOT analysis technology and the use of a special BITOUR platform. The use of the proposed theoretical and methodical proposals will make it possible to assess the economic security of a region in terms of its possible condition. It will also be useful in the development of strategic and tactical plans for regulating tourism business in the system of ensuring the economic development of a region.

Keywords: economic security; tourism business; marketing strategy; information and communication technologies; big data; business analytics (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:baq:jetart:v:4:y:2021:i:13:p:52-65

DOI: 10.15587/1729-4061.2021.238397

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