Subject. The role of the tourism industry in improving the quality of life of the population in the regions of Russia. Objectives. Systematization of factors influencing the development of domestic tourism in the region. Identification of problems hindering the unlocking of the tourism potential of the Tula Region. Methods. Various tools of economic and statistical analyses were applied. Results. It has been established that the development of domestic tourism in the region is influenced by natural-geographical, cultural-historical, social, economic, political-legal, environmental, and technological factors. In the Tula region, in order to increase the intensity of tourist flow growth, it is necessary to intensify the activities of marketing and advertising services. Conclusions. The proposed methodology can be used to identify development trends in the tourism industry in various regions of Russia, taking into account local specifics.
Keywords: domestic tourism, marketing, service sector, recreational potential, Tula Oblast
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