TOURISM APERTURE IN ENSURING BUSINESS COMPETITIVENESS IN THE REGIONAL ECONOMY IN THE MOBILIZATION FORMAT OF CHANGES

The issues of tourism development in regional entities in the context of business adaptation to the requirements of the mobilization economy are considered. Tourism is endowed with the property of a driver of economic, social and cultural development of territories. The object of the study is the tourism sector as a key link in the image education system of the region. The purpose of the study is to develop a model for managing the competitiveness of tourism services in the context of mobilization changes on a marketing and communication platform that implements new requirements for digitalization and intellectualization of innovative transformations. It is proposed to activate the communication multiplier and use human capital more effectively in the course of marketing adaptation of subjects to the action of multidirectional factors of the external and internal contours of the local socio-­economic system. The research is based on the use of a systematic approach to understanding the essence of adaptive potential in relation to the mobilization stage of the transformation of the tourism sector of the Russian economy. Categorical analysis was applied in the development of a new conceptual framework in the field of tourism business. The method of expert assessments was used to determine the impact of various factors on the development of the tourism sector, as well as a modeling method to improve the competitiveness management of the business forming it. A model for managing the competitiveness of tourism services in the context of the mobilization orientation of the economy is proposed, which allows creating a “window of opportunity” for the sustainable functioning and development of the tourism sector at the level of the regional economy within the framework of the strategy formed by it to keep business competitive positions. The results obtained correlate the effectiveness of business development with the marketing and behavioral adaptation of subjects with the expansion of the action of the communication multiplier.