Investment Management in Tourism Through Implementing Digital Technologies Stimulating Sustainable Consumer Behaviour

Abstract; The penetration of digital technologies into retail has posed a number of challenges for the overall change of marketing strategy and, in particular, its reorientation towards sustainability. The stimulation of sustainable consumer behaviour in the retail sector is achieved thanks to a number of initiatives and factors, dynamic and variousin nature. The article presents the main opportunities for implementing digital technologies helping to increase sustainable consumer behaviour in the retail sector. In parallel, the key aspects of investments in tourism are analysed, considering their economic function, specifics and role for the sustainable development of the sector. The main principles and models for managing and evaluating investments, including strategic planning and risk management, are presented. An emphasis is placed on the influence of external factors, the structural features of the tourism environment and the importance of public-private partnerships for increasing investment efficiency.