The article examines the role of the tourism industry in the world economy, reveals the specifics of the innovation process in tourism. The classification of innovations in tourism according to the object of their application is given. The main directions of using innovative marketing technologies in the field of tourism services are considered: release of new types of tourism product, change in the organization of production and consumption, identification and use of new markets, as well as the use of new equipment and technology. Factors that accelerate the introduction of marketing innovations are studied. Based on the analysis of world experience, several models of regulation of innovative tour operating activities in the EU have been identified. The first direction of formation of the model of the innovations development in tourism is the activity of stimulating innovations in the public and private sectors of tourism with the aim of their transition to a qualitatively new model of touring (similar model is used in Greece, Italy and Portugal). The second direction is defined as the internationalization and opening of new markets (a similar model of stimulating innovative development is typical of Spain, Romania and partly Norway). The third one includes support for entrepreneurship in the field of tourism, stimulation of entrepreneurial initiatives, opening a new tourism business (A similar model of stimulating innovation in tourism is typical of many countries in Europe, Australia, New Zealand). The fourth direction is the promotion of the country, its tourism product, including educational and cultural ones (A similar model is typical of Bulgaria, Croatia, Spain, Turkey, Thailand). The role of introduction and active development of e-business and marketing technologies is defined, especially in modern conditions. The necessity of development of the newest directions of the Internet marketing in the field of tourism, including mobile, Internet branding and geomarketing, is proved. The role of innovative marketing technologies as one of the central elements of modern development of activity of tourist firms, the necessity of application of computer technologies and non-standard ways of giving of the information during carrying out modern technical maintenance, are justified. The first group of such technological solutions consists of management technologies, including property management system (PMS), aimed at optimization of basic technological operations. The modern hotels and chains are trying to present themselves not only in global distribution system (GDS), which has become a powerful advertising tool, but also in alternative distribution system (ADS), which is primarily needed by hotels focused on the business segment. Global distribution system (GDS) is also closely integrated into well-known booking systems such as Booking.com, HRS, Agoda, Travelocity, Expedia etc. The next group is for food and beverages inventory management technology (F&B). The group of marketing technologies includes search engine optimization measures (SEO and PPC), which allow to raise the hotel site in search engine rankings, E-mail Marketing as a means of maintaining constant communication with the client, marketing activities in social media (Social Media Optimization), creation of virtual hotels or illusions of visiting a hotel (Second Life and Virtual Hotels Conclusion), branding, etc. The last group of technologies are service ones, i.e. technologies for improving hotel products and services. Innovative technologies are developing in the direction of ensuring sustainable development (greening of hotel services and activities), inclusion in traditional technological operations of innovative components: electronic concierge terminals, access to hotel services via mobile devices, maximizing Internet access, etc. Based on the analysis of the activities of large tour operators, regional differences have been identified in Turkey, Greece, Croatia, Spain, Austria, Norway and France. It is proved that marketing innovations in tourism have a qualitative novelty, which affects the promising areas of tourism development, improvement of existing tourism products, improving the image and competitiveness of the tourism industry. Based on the study, it is generalized that the role of marketing innovations in international tourism has been growing every year, and it has become especially relevant in the conditions of the COVID-19 crisis. For travel companies, the effect of marketing innovation can be expressed in the qualitatively new changes in the tourism industry, improving the efficiency of tourism infrastructure, management of sustainable operation and development of tourism in the country and the formation, positioning and consumption of tourism services, improving the image and competitiveness of travel companies.

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Introduction. Digital transformation (hereinafter referred to as digitalization) and the widespread introduction of digital technologies in all spheres of public life and economic relations are key milestones in the development of the world economy.Problem Statement. The economy digitalization requires effective government regulation and support, the mechanisms and tools of which shall be developed in accordance with the current conditions of the digitalization environment through identifying appropriate incentives.Purpose. The purpose of this research is the identification of factors and the assessment of the development of Ukraine’s digital economy based on the methodological approach proposed by the authors.Materials and Methods. The methodology for assessing the factors of the development of the digital economy (based on the calculation of the integrated index and the results of the expert survey) involves the use of the main components method and the multiplicative approach. The evaluation methodology comprises the six components: (1) strategy, (2) design, (3) expertise, (4) qualitative evaluation, (5) quantitative evaluation, and (6) conclusion. The factors of digital economy development are grouped based on the following elements: (1) selfsufficiency, (2) efficiency, (3) involvement, (4) infrastructure, (5) readiness, and (6) cooperation.Results. The spheres to which the government policy in the sphere of digital economy development of Ukraine is directed have been defined. The integrated index is equal to 0.603 that which is an evidence of the medium level of development (favorable status) of the digital technology environment. The highest values of the index have reported for self-sufficiency (0.884), efficiency (0.717), and readiness (0.753). The lowest index has been obtained for the involvement component (0.224). Conclusions. Favorable environment for the economy digitalization can be achieved through the implementation of measures to develop appropriate infrastructure and organizational and institutional support for pursuing policies of digitalization of the economic system and society, as well as projects and programs for digital cooperation.

Poland and Ukraine and to substantiate on its basis the priority areas of further mutually beneficial cooperation built on the principles of complementarity and strategic partnership. The authors of the article applied a comprehensive approach to the analysis of bilateral trade relations between Poland and Ukraine, in particular, the Trade Complementarity Index (CI) and the Revealed Comparative Advantage Index (RCA) were used in the analysis. The statistical data of the State Statistics Service (Ukraine), WTO, Ministerstwo rozwoju i tekhnologii (Poland) and Główny Urząd Statystyczny (Poland) were the sources for the calculations. The trends in the development of bilateral trade relations between Poland and Ukraine were analyzed on the basis of statistical information. The main prerequisites that form the basis of mutually beneficial Polish-Ukrainian economic cooperation have been identified. It is proposed to use a complex methodical approach in the process of analyzing the complementarity of bilateral relations, in particular through the use of the complementarity index and the index of revealed comparative advantages. The dynamics and product structure of export-import trade between Poland and Ukraine are analyzed. The main differences between the structure of Polish imports to Ukraine and Ukrainian exports to Poland have been revealed. A conclusion was made about the high level of optimality and balance of bilateral relations, the existence of mutual dependence both in terms of imports and exports. The conducted analysis proved the fact that trade between Poland and Ukraine is symmetrical and equal, which makes trade relations mutually attractive. Indicators of revealed comparative advantages within the framework of bilateral cooperationbetween Poland and Ukraine were calculated. Calculations showed that Ukraine has the highest comparative advantages in foreign trade in such goods as ferrous metals, ores, slag and ashes, fats and oils of vegetable or animal origin, furniture, wood and wood products, edible fruits and nuts. Instead, Poland achieves the highest level of comparative advantages in the supply to the Ukrainian market of ground transport means (except railways), plastics and polymer materials, nuclear reactors, boilers and machines, fertilizers, mineral fuels, products of oil distillation, printing products, rubber and rubber products, electric machines and equipment. The economic, organizational and institutional components of the perspectivemodel and priorities for the development of bilateral Polish-Ukrainian trade relations in the conditions of сurrent global challenges are substantiated. The most important strategic priorities for the development of foreign trade relations between Poland and Ukraine in the near future are proposed, namely: creation of a system for monitoring the complementarity of bilateral foreign trade relations between Poland and Ukraine; implementation and comprehensive support of interstate agreements on the development of mutually beneficial trade in complementary goods, including on a barter basis; supporting the development of complementary exports and imports in the sectors of small and medium-sized business, smallscale production, in particular on the basis of production cooperation; support of complementary foreign trade relations not only at the level of industries, but also of individual regions of Poland and Ukraine, in particular within the framework of cross-border cooperation; further improvement of the system of consulting support for exporters in Poland and Ukraine, assistance in entering foreign markets and in the process of searching foreign partners. It was concluded that the development of complementary trade relations should be transformed into joint projects of Polish-Ukrainian production cooperation with the aim of joint production and supply of competitive products and services to the domestic and global markets.

The article considers the issues of psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. Based on the research, it was proposed to organize the model of sensory or emotional reaction, which leads to the controlled advertising management. The purpose of the study was to examine the psychological aspects of product promotion in the system of advertising management under the competitive conditions of the knowledge economy. It is shown that first, modern advertising tries to create conditions for the buyer's conscious and deliberate perception of an advertising appeal, and therefore for automatic purchase, ensuring not a one-time, but a permanent purchase process. Thus, advertising is the only element of marketing management, which starts with an effort to understand the consumer, his requests, and needs. Because of that, advertising research is conducted in many areas: product analysis, market research, analysis of possible mass media and communication media. However, the basis of the foundations is the study of consumer characteristics, the study of possible motives for their behavior. Therefore, the study of psychological aspects of product promotion in the advertising management system under the competitive conditions of the knowledge economy is relevant. The article considers issues of psychological aspects. It has been proven that in the system of advertising management under the competitive conditions of the knowledge economy, models of sensory or emotional reaction usually use one or more of the following four principles: generation of feelings of cordiality, excitement, fear, fun by advertising; generating a sense of satisfaction from the advertising appeal itself; transformation of experience, when new attributes are imperceptibly added to a well-known trademark; the process of developing a conditioned reflex, when feelings, attitudes towards advertising or a transformed user experience are to be associated with a brand. Mental activity can also influence feelings, attitudes towards advertising and the transformation of user experience: the audience can stimulate their feelings by recalling relevant personal experiences; the attitude of a pre-advertising appeal may be influenced by someone's authoritative opinion, or it may be liked precisely because of its informativeness, etc. Keywords: psychological aspects of product promotion, advertising management system, competitive conditions, knowledge economy, marketing.