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COMPARATIVE CHARACTERISTICS AND DEVELOPMENT OF MARKETING ANALYSIS METHODS AND PLANNING TOURISM BUSINESS IN THE REGION

This article presents a comparative analysis of the existing methods of marketing analysis, in terms of the possibility of using them for research of the tourism market, as well as determining their role in developing marketing strategies for tourism destinations and organizations in the region. The study was conducted using the general scientific methods of the unity of historical and logical, comparative and system analysis, dialectical method, analysis and synthesis, descriptive methods and a structural-functional approach to study the concept and apparatus of marketing.  In this article, effective factors of regional development were evaluated by conducting a SWOT analysis in the tourism sector of the Belgorod Region, to help establishing a diagnosis of the internal potential of the tourist destination and its environment, to assess the current situation, the future direction of the tourism sector in the region, and to find out the prospects for marketing strategies in order to promote the tourism sector in the region with better strategic planning. The article proves that local and regional tourism development strategies should be based on the study of the expanded macro environment, microenvironment and internal environment of travel agencies by using the marketing analysis methods discussed in this article and their development in the new conditions: globalization, integration, clustering, and other trends.