DIGITAL MARKETING AS A TOOL FOR PROMOTING TOURIST ROUTES IN THE REGION

UDC 338.482
DOI: 10.36871/ek.up.p.r.2023.12.01.016

Authors

Elena G. Shcherbakova,
Pavel G.Veryaskin,
Natalia S. Morozova,
Sofya A. Murzina,
Evgeny A. Leonenko,
Federal State Budgetary Educational Institution of Higher Education “National Research Ogarev Mordovia State University”, Saransk, Russian Federation

Abstract

The article reveals the importance of promoting regional tourism products through the use of digital marketing tools. The tourism potential of Mordovia is considered, and the directions of tourism activity in the region under consideration are highlighted. In addition, the article describes the problems of maximizing profit from the existing tourism potential in Mordovia and options for using it to attract tourist flows to the region using the example of the unique national route “Call of Toram”.

Keywords

digital marketing, national route, tourism potential, hospitality industry, marketing trends, tourist flows, cultural heritage.