Keywords
marketing strategies
territory brand
domestic tourism
tourist flows
local tourist product
digital technologies
How to Cite
Abstract
This paper focuses on the exploration of novel marketing approaches for advancing national tourism and regional visitor offerings within Ukraine, against the backdrop of tourist market shifts driven by societal, economic, structural, and digital changes. Particular emphasis is placed on examining contemporary innovative marketing instruments and methods, notably digital systems, material promotion, place branding, and cooperative engagement structures, which aid in boosting the competitiveness of domestic travel and the successful advertising of local tourist goods in Ukraine. The aim of the research is to theoretically underpin and formulate practical recommendations regarding the deployment of novel marketing approaches for advancing internal tourism and local travel offerings in Ukraine amidst the evolving tourist market conditions. During the scientific investigation, conventional research methods were employed: dissection and combination, inference and deduction, quantitative examination, and systemic and structural-functional perspectives. The present condition and tendencies in the advancement of domestic travel within Ukraine are examined utilizing statistical and evaluative figures. Main issues and limiting elements in creating local tourism offerings in Ukraine are found. The application of promotion methods in advancing internal travel at the state and local levels is reviewed. Effective regional instances of adopting novel advertising approaches in domestic tourism are examined. The notions of a creative promotion plan for advancing internal travel are supported. Suggestions are offered to refine novel advertising plans for expanding domestic travel in Ukraine. The outlooks for growing internal tourism within Ukraine amid post-crisis and post-conflict renewal are outlined. It is demonstrated that these steps aid in boosting the competitiveness of the home tourism market, increasing visitor numbers in the regions, reinforcing the image of areas as appealing for leisure and journeys, as well as building lasting local economies via the growth of small and mid-sized tourism enterprises and the stimulation of communities’ socio-cultural endeavors.
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