The aim of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Analyses. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. Conclusions and directions for further research.The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services. Further research should be aimed at developing methodological approaches to management by formalized procedures (taking into account factors of incomplete certainty and risk), formation and promotion of the tourist image and brand of the regions of Ukraine in both domestic and international markets

The aim of the article. The aim is to develop an approach to marketing management of intellectual capital of the enterprise in the context of ensuring its innovative development in the transformation of waves of innovation. The transformation of waves of innovation, the introduction of technologies of the fourth industrial revolution affects almost all spheres of human activity. In economics there are radical transformations of industries and markets - up to the collapse of existing and the formation of new. This situation initiates the search for ways to survive and develop individual enterprises, industries and their aggregates, as well as the national economy as a whole, in the new ever-changing conditions of the external micro and macro environment. World practice shows that in the context of technical and technological transformations, the success of development strategies of enterprises in various industries (as elements of the national economy) is associated with reliance on intelligence and knowledge of their staff, which are the basis of their intellectual capital. Intellectual capital is a basic prerequisite for their transition to innovative growth, including in line with the concept of advanced innovative development. However, permanent changes in the vectors of environmental factors require the actualization of intellectual capital, in particular, to bring it into line with these changes. Accordingly, the problem of marketing management of intellectual capital of the enterprise is actualized for formation of effective strategies of its innovative development in the conditions of technological transformations. Analyses results. The principles of marketing management of intellectual capital of the enterprise are developed. This management covers the whole set of its constituent potentials-subsystems and ensures their coordinated interaction in the formation and implementation of strategies for innovative development in the transformation of waves of innovation and the fourth industrial revolution. A set of methods and tools for marketing management of human (personal), organizational (structural) and interface (consumer) capital subsystems and their elements are formed. The general scheme and methodical bases of marketing management of the intellectual capital of the enterprise are developed. The role and place of intellectual capital in the management system of innovative development of the enterprise are specified. It is substantiated that marketing management provides actualization of intellectual capital in the existing conditions of the external environment taking into account tendencies of their change. This, in turn, increases the validity of diagnosis and management of the potential for innovative development of the enterprise, the main component of which in the modern economy is intellectual capital. Conclusions and directions for further research. The obtained scientific results together deepen the basics of innovation management and marketing of innovations in terms of improving the theoretical and methodological foundations of market-oriented management of intellectual capital of the enterprise in the context of ensuring its innovative development in terms of technological transformations. Further research should be aimed at forming the organizational foundations of integrated management of innovative capital of the enterprise in the system of ensuring its innovative development in unstable conditions of modern economy.