USE OF INNOVATIVE MARKETING TECHNOLOGIES TO ENSURE THE INTERESTS OF THE LOCAL POPULATION IN PILGRIMAGE TOURISM

This article analyzes the importance of innovative marketing technologies in ensuring the interests of the local population in pilgrimage tourism. The study examined the development trends of pilgrimage tourism, its impact on the local economy, as well as the effectiveness of digital marketing tools, destination branding, and approaches to public tourism. A SWOT analysis was also conducted to identify existing strengths and weaknesses, opportunities, and threats in the development of pilgrimage tourism. The research results show that the effective use of innovative marketing technologies is an important factor in the development of pilgrimage tourism, supporting local entrepreneurship, creating jobs, and increasing the tourist attractiveness of regions. At the end of the article, practical recommendations aimed at improving pilgrimage tourism services and ensuring the interests of the local population were developed

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