Совершенствование туристской отрасли в регионах РФ на основе разработки маркетинговой стратегии развития внутреннего туризма

The article discusses modern requirements for methods of developing a marketing strategy for an enterprise in the field of tourism, which includes not only the stages of a detailed analysis of the environment, a description of business processes and a coherent system of functional goals and programs, but also taking into account their mutual influence. An overview of the world tourism industry, an analysis of tourist flows are carried out. The popular types of tourism are determined, the ratio of organized and unorganized tourism is determined. Changes in key requests of consumers of tourist services are shown. The importance of the process of strategic marketing activities as an integrating function that increases the efficiency of interaction of all targeted actions to achieve the desired result is substantiated. The article reveals the need to introduce new calculated indicators into the system of Russian statistics for a more comprehensive assessment of the domestic and inbound tourism industry, as well as a general systematized model based on existing official information. The conditions for the successful implementation of the system and the requirements for the objectivity of the assessment for key performance indicators are considered. The concept of creating a marketing strategy for the development of inbound / domestic tourism in the regions of the Russian Federation using new calculated indicators is proposed. The verification of the proposed key indicators of achieving the results of the strategy in the region of the Russian Federation has been carried out.