INNOVATIVE MARKETING STRATEGIES IN RUSSIAN TOURISM

Koryagina Inga, Vorobyev Dmitry Igorevich, Khayrullin Mars Faritovich

Innovative marketing strategies often play a key role in the successful development of the tourism industry in Russia, allowing it to attract more tourists and strengthen its position in the global tourism market. In recent years, attention to marketing innovations among tourism industry figures has been continuously growing, given tougher competition and changing consumer needs. The research is devoted to the characteristics of innovative marketing strategies used in Russian tourism in modern conditions. Innovative strategies such as the use of digitalization and blockchain technologies, the use of big data and artificial intelligence, the use of virtual and augmented reality, and reputation management on the Internet are described. Automation is used in Russian tourism to implement these innovative marketing strategies, which not only saves time and resources, but also creates deeper and more personal interaction with potential and existing customers. There are various services that help automate the marketing management process in tourism, including online reputation management. The development of innovative marketing strategies in tourism requires continuous research and the introduction of new technologies, approaches and ideas. Russian companies that actively use innovative strategies will be able to improve their positions not only in the domestic but also in the international tourism market.

Keywords:tourism, marketing, innovation, innovative marketing, marketing strategies, marketing in tourism