Marketing Policy with Targeting to Attract New Customers to Ecological Recreation Areas in the Context of Sustainable Development of the Region

Анотація

The purpose of the study is to analyze and improve modern aspects of marketing policy with targeting to attract new customers to environmental recreation areas in the context of sustainable development of the region.The object of the study is a separate tourist area and the state of its sustainable development.The scientific question is how to improve the marketing policy system of an individual tourism area in the context of sustainable development.To solve this issue, the expert research method, the iterative consensus method, as well as the Saaty method and dual comparison matrix method were used.As a result of the study, key tourist areas in Norway were analyzed and those most suitable for the development of marketing policies were identified, targeting the attraction of new customers in the context of the sustainable development of the region.At the same time, the long-term growth of tourists was calculated through the use of new elements of marketing policy with targeting to attract new clients to ecological recreation areas in the context of sustainable development of the region.The study has a limitation, since it takes into account the peculiarities of the functioning of tourist areas exclusively in Norway.Future studies are expected to expand the study to other countries.

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