SPA AND WELLNESS INDUSTRY MODERNIZATION AS A FACTOR OF THE MARKETING POLICY OF REGIONAL TOURISM DEVELOPMENT

The article deals with the theoretical and methodological principles of the study of modernization processes in the tourism sphere and forms practical approaches for its quantitative and qualitative renewal on the example of the spa and wellness industry, in particular in the context of the marketing policy of regional tourism development. Modernization is interpreted as the changes that occur with objects by updating their properties to meet their modern norms, but rather the processes of improving the existing conditions and parameters for the transition to a new (innovative) level of development. Therefore, modernization does not exclude innovative development, but is simply a process broader in scope and possible consequences, which covers all types of economic activity in the region and is aimed at their progressive qualitative and quantitative changes. Accordingly, the goal of modernization processes in the region is its balanced development. Such areas of modernization of the regional spa and wellness complex as reconstruction of existing and construction of new spa and wellness facilities, as well as the development of the infrastructure of the spa and wellness facilities; formation of tourist and entertainment infrastructure of the resort; diversification of activities of establishments; an integrated process of forming a sustainable system of spa and wellness enterprises based on the hotel principle and an emphasis on short-term rest (weekend tours); development of a spa and wellness complex based on clustering; promotion of recreational opportunities of the resort and spa and wellness facilities; cooperation of spa and wellness establishments of the resort with tourist enterprises; introduction of technical innovations in the activity of spa and wellness establishments; innovation management are highlighted and characterized. It was concluded that the characterized directions of modernization of the spa and wellness industry make sense only in the context of the integration of the resort sphere into the structure of the regional tourism system. In this case, modern modernized resorts with established brands oriented to the international market can become a significant competitive advantage of the region and an important direction of the marketing policy of regional tourism development.