Marketing approach to ensuring the competitiveness of a complex tourist product

The article is devoted to the study of theoretical and methodological aspects of using a marketing approach to ensuring the competitiveness of a complex tourist product. The relevance of the article lies in the fact that the global factors of the crisis, including the effect of the factors of COVID-19 and the aggression of Russia against Ukraine, the transformation of the tourism economy, influenced the strengthening of the competitive struggle, determined the need to diversify the directions of the implementation of the elements of the marketing complex and a qualitatively new approach to the creation of an integrated tourist product It was determined that a feature of the global tourism economy is the latest conditions of competition, which were formed due to rapid digitalization. An interpretation of marketing is given, which in its essence represents the process of cooperation between the consumer of a complex tourist product and its producer in order to realize the interests of both parties, which, in turn, is interaction according to the elements of the 5R marketing complex. The list of marketing functions of tourism enterprises is summarized: market research, product policy, price policy, distribution policy, communication policy, time policy, personnel policy, technological policy, atmospheric policy. The distribution of costs for the tourist product according to the stages according to the concept of the life cycle was made. It has been proven that the effective organization of digital services attracts consumers more strongly than the economic features of the product in the absence of qualified service. A model of a complex tourist product has been developed, the introduction of which into the business practice of a tourist enterprise takes place at a strategic level. A scheme of actions for the development of a marketing strategy to ensure the competitiveness of a tourist enterprise is proposed. A methodology for assessing the level of competitiveness of a tourist enterprise as an integrated result of the action of a wide range of marketing factors has been developed. It is recommended to evaluate the results of the implementation of the approach to ensuring the competitiveness of the tourist enterprise in the following directions (prospects for further development): increasing the effectiveness of marketing activities; development of digital service; improvement of product quality; taking advantage of the types of integration with the consumer. It was concluded that the competitive advantage of an enterprise of the industry over a similar one can be assessed only in the situation when both with their products try to satisfy certain needs of buyers belonging to similar market segments