STRATEGIC MARKETING MANAGEMENT OF INCLUSIVE TOURISM AMIDST CONTEMPORARY CRISIS CHALLENGES

Abstract

The scientific article provides comprehensive theoretical and methodological substantiation and develops practical recommendations for improving the system of marketing management of inclusive tourism enterprises under the conditions of contemporary crisis challenges and macroeconomic instability. Based on the adaptation of the classic marketing mix concept for the service sector, the specific nature of inclusive tourism is substantiated as a unique object of marketing management, where the factors of safety, physical accessibility, and psychological comfort completely dominate consumer behavior over pricing characteristics. The destructive impact of modern crisis factors, including the consequences of military operations, infrastructural destruction, the energy crisis, and the decline in the overall purchasing power of the population, on the transformation of market demand and the critical reduction of the travel planning window has been thoroughly analyzed. It is proved that traditional sales promotion tools, such as mass advertising or standard price discounts, lose their effectiveness under the conditions of permanent crises. Instead, the maximum expediency of integrating innovative digital technologies, in particular virtual tours and empathetic content marketing tools, which allow visualizing the level of barrier-free locations in advance and minimizing information uncertainty for customers, is substantiated. The author's adaptive model of crisis marketing management is proposed, the key vector of which is the diversification of communication channels and strategic reorientation from the individual consumer segment to close long-term partnerships with charitable foundations, large business structures, and state social protection bodies. This approach ensures a stable flow of funding for rehabilitation and inclusive programs, allowing domestic tourism brands not only to maintain operational viability but also to fully fulfill their fundamental humanitarian mission. This research deeply enhances contemporary academic understanding of socially responsible marketing strategies.