INNOVATIVE PRINCIPLES OF A REGIONAL TOURISM DEVELOPMENT POLICY

The article summarizes scientific approaches to the innovative development of tourism and forms its methodological foundations with a focus on forming a regional tourism development policy. It was concluded that the analysis of the innovative modern development of tourism is impossible without taking into account the provisions of the system approach. In this case, the region as an object of regional tourism development policy should be analyzed as a regional tourism system. The main directions of innovative development of regional tourism systems are the formation of innovative infrastructure, the activation of innovative activities at enterprises, the improvement of the efficiency of the implementation and use of innovative technologies, the wider involvement of management and scientific and educational subsystems in the processes of generating and supporting innovations. Management of innovative tourism development in the region requires a unification of goals and coordination of efforts, which can be achieved in the process of formation and implementation of regional tourism development policy. The overall goal of the regional tourism development policy is to create a sustainable and profitable tourism industry that can improve the region's economic, social, and environmental situation. The importance of marketing aspects of regional tourism development policy is emphasized, which consists in increasing the attractiveness and competitiveness of the region as a tourist destination by popularizing its unique characteristics, cultural heritage, and natural monuments, as well as developing new tourist products and services, investing in infrastructure and branding. Such innovative principles of marketing strategies of regional tourism development as innovative approaches to the management of tourist destinations, territorial tourism branding, optimization of intercultural interaction, integrated information environment, and interactivity of the tourist market are highlighted. It was concluded that the goals of the regional tourism development policy are to balance the economic, social, and environmental impact of tourism, and to create a development model that is sustainable in the long term and beneficial to both the local population and tourists. Such a model in modern conditions should be based on an innovative paradigm.