TOURIST PROPOSAL MANAGEMENT: DESTINATION MANAGEMENT AND MARKETING

The article presents scientific and theoretical studies of the tourism offer management of the destination. The modern features of the positioning of a destination in the tourist market are determined, measurements of the scale of destination management are outlined, the role and place of destination marketing in the strategic territorial planning of tourist activities are characterized. Based on the detailed definition of these instruments, it is proposed to modify the regional tourism product offer in accordance with the principles and philosophy of destination management organizations, both through cooperation with key local stakeholders and through direct management of tourism assets held by local authorities.