Marketing and promotion of tourism clusters in Yakutia

Abstract

In the context of the globalization of the tourism industry and increasing competition between regions, marketing and promotion of tourism clusters in Yakutia remain insufficiently studied, despite the unique potential of the region, combining natural landscapes, ethnocultural heritage and extreme tourism. The problem lies in the insufficient elaboration of marketing solutions adapted to the specifics of the Arctic territories, and the weak integration of digital tools into the promotion of local clusters, which limits their recognition of the region. The purpose of the study is to develop scientifically based approaches to marketing tourism clusters in Yakutia to increase the attractiveness of the region and attract more tourists. The materials used are data on existing tourist clusters, tourist reviews, as well as the results of marketing research conducted in the region. Research methods include SWOT analysis, comparative analysis, and a google survey. The results show that the use of modern digital technologies and the active promotion of the region’s unique cultural and natural resources can significantly increase interest in Yakutia’s tourism clusters. Based on this research, recommendations have been developed to improve marketing strategies. The conclusion highlights the practical significance of the results obtained for local authorities and entrepreneurs, as well as opens up prospects for further research in the field of sustainable tourism development in the region. Effective application of the proposed strategies can contribute not only to the economic growth of Yakutia, but also to the preservation of its unique cultural heritage.