Modern marketing technologies in the management of tourist enterprises

Innovative technologies for the tourism and recreation sector development are associated with marketing, as one of the key management concepts in the service sector. Marketing can be considered as a management concept, a technology for promoting and positioning services in regional markets, a narrow functional direction, depending on the strategy and tactics of the industry entities. Digital solutions in the field of marketing are aimed at achieving maximum utility for the consumer and generating profit for the travel industry enterprise. Traditional forms of management of economic processes are gradually moving into a new virtual format that allows using the possibilities of a new digital reality. The transformation of the tourist and recreational services markets and the high rate of implementation of scientific and technological progress have contributed to the development of marketing technologies. New approaches to the implementation of the marketing strategy of the companies ' functioning began to develop research aimed at determining market trends, improving the tourist product, popularizing the product. This article discusses the problems and features of the organization of marketing research in the tourism business in the Russian market of services. The directions of innovative activity in the tourism sector are analyzed. Scientific and theoretical approaches to the role of marketing in the tourism industry are presented, and a process model of the marketing service of a travel company is developed. It is determined that the main role in the field of tourism is played by innovative technologies that allow increasing the level of competitiveness of travel companies.