The author developed methodological principles of branding and marketing management of tourist destination enterprises as a complex organizational system, based on a network-centric approach based on marketing relationships in selected areas of interaction, which forms value chains at each level, and branding technology for tourism management for promotion of tourist services. A method for monitoring the sustainable development of destination tourism has been developed. A method for identifying factors that are important for a particular tourist destination has been developed.
Criteria of efficiency of management of branding of the tourist enterprise are allocated. Conceptual principles of branding and marketing management of tourist destination enterprises have been developed, which are based on the concept of brand orientation in combination with the principles of marketing interaction, embodied in a paradigm of relationships that differ from existing ones: (1) concretization of the function of branding - building relationships "company - consumer", which serves to create meaning and values of the brand; (2) an integrated approach to the use of new information and communication technologies within the community paradigm, which acts as a tactical component of branding; (3) supplementing the classic set of principles of the reproduction process of the regional tourism product with new (principles of holism, focus on creating values and their meanings (meanings), balancing the goals of all groups of stakeholders and customer orientation); (4) grouping the main attribute of the tourist product generated by the tourist destination, which correspond to the concept of destination branding and systematization of key roles of brands and branding strategies in the development of tourist destinations.
The author has improved the methodological tools of branding and marketing management of enterprises operating in the destination, with the selection of the following components: (1) monitoring the results of the implementation of the goals of sustainable development of the tourist destination by means of monitoring to ensure "situational awareness" and balancing the interests of all participants in the interaction, including the state and state institutions; (2) branding management of the tourist enterprise, the effectiveness of which is determined by the selected criteria; (3) a system of customer relationship management in selected areas of interaction, which forms value chains at each level and, accordingly, requires managerial influence. This allows you to choose the target vector of further strategic management and a set of elements to promote the full range of tourism products, services and individual tourism brands of the tourist destination through communication channels. Criteria of efficiency of management of branding of the tourist enterprise are allocated. The strategic structure of CRM (Customer Relationship Management - system for customer relationship management) for the tourist enterprise has been developed. It is believed that the basic basis of such a structure is the consistency of such business processes: strategy development, value creation, information management, multi-channel integration and performance evaluation. It is proposed to monitor key indicators that become CRM indicators using a balanced scorecard (BSC).
A methodical approach to forecasting the development of tourism using a theoretical and game model in the form of hierarchical cognitive maps, which, in contrast to existing ones, allows to identify the interests and meanings of stakeholders and justify the role of brands in network-centric approach to tourism destination management. tourist destination with the external environment, to analyze their structural properties, sustainability, dynamics of development. This will form an adequate and scientifically sound branding strategy for the development of a tourist destination and coordinate the actions of national, regional and municipal authorities in developing programs to support enterprises of the tourist destination.
It is proved that the methodological principles of substantiation of the choice of market-oriented strategy by a tourist enterprise should take into account the transformation of the digital structure of the business with the use of foresight technology. 6 main directions of transformation of digital structure of business for achievement of high competitiveness of the enterprises of a tourist destination are offered. The technique of cognitive theoretical and game modeling for intelligent decision support systems with a network-centric approach to the management of tourist destinations is presented.
