State regulation and public marketing of the tourism industry: environmental aspect

O.M. Beketov National University of Urban Economy in Kharkiv, Department of Tourism and Hospitality, 17 Marshal Bazhanov Str., Kharkiv, 61002, Ukraine

^* Corresponding author: ugodnikova16@gmail.com

Abstract

The article is devoted to the topical issues of finding ways to get the tourism industry out of the crisis at the world and national levels. In the context of the coronavirus pandemic, due to the closure of borders and a decrease in the level of income of the population, the tourism industry has suffered the greatest losses, as evidenced by the indicators of reducing the tourist flow and, accordingly, income from conducting tourist activities. Since the industry is of great socio-economic importance through providing the population with jobs and making a significant contribution to national and local budgets, as well as influencing the development of related sectors of the economy, the problem of tourism development becomes of state importance, especially in the countries with a high share of income from the tourism industry in the GDP structure. A partial marketing analysis of the issue of forming interesting tourist offers for the quarantine period was carried out. The results of a sociological survey conducted in an online format are presented in the article. These results showed the relevance of the issue of developing domestic ecotourism. Also, the article develops an algorithm for state support of the tourism industry by providing opportunities for tourist enterprises to work in the system of domestic ecotourism, which will contribute not only to the ability of tourist enterprises to continue their activities, but also have positive socio-economic and environmental consequences, in particular to ensure the sustainable development of territories through the development of ecotourism.