Development of ecological tourism in region: holistic approach to strategic communication management

In recent decades, there has been a change in the system of tourism development and its gradual integration into the socio-economic space of the regions of the Russian Federation, which requires comprehensive work with goals, risks, and target audiences and involves the use of strategic communication based on a holistic approach. The purpose of the article is to present the concept of the strategy and practice of regional ecological tourism development from the point of view of holistic marketing and strategic management. The issue reflects increased competition between Russian regions for leading positions in the domestic market and the attraction of incoming tourists. The empirical basis of the study is based on holistic marketing and analysis of ecological tourism indicators in the regions over time. The authors of the article conducted a study of modern approaches to the use of strategic communication in the development of ecological tourism in the Ural Federal District of the Russian Federation, as well as the identification of possible development vectors. In the article, the researchers assessed the impact of strategic communication on the ecological tourism management system at the regional level and also determined the role of strategic communication in management decision-making, as well as the use of technologies and tools to minimize risks. Based on the analysis carried out by the authors of the article, a model of strategic communication was developed to achieve the key goal, i.e., the effective development of ecological tourism in the constituent entities of the Russian Federation.