УСТОЙЧИВЫЙ ТУРИЗМ КАК МАРКЕТИНГОВАЯ СТРАТЕГИЯ

Abstract

This article examines sustainable tourism as a marketing strategy for tourism companies in the context of modern challenges. Particular attention is paid to the impact of sustainability principles on the competitiveness of companies, the formation of their image and increasing consumer loyalty. The article also discusses the challenges that companies face when implementing sustainable practices, such as high initial costs and the lack of universal standards.