The subject of the research is theoretical, methodological and practical
approaches to the peculiarities of the formation and use of new products and brands,
PR-management technologies in the development strategies of tourism enterprises
with a focus on national markets and domestic consumers. The purpose of the work is
to determine the features and suggest ways to form and use new products and brands,
PR-management technologies in the development strategies of tourism enterprises
with a focus on national markets and domestic consumers, domestic tourism in the
context of global restrictions on the movement of people and international tourism
activities. The methodological basis of the article is both General scientific and
special methods of scientific knowledge. Monographic and historical methods were
used in determining the content of tourism products and brands and their evolution;
system-structural analysis and synthesis in justifying the types of brands (travel
companies, places or destinations, types of tourism and recreation, etc.), advertising
and PR-management tools with their promotion; statistical and economic,
mathematical modeling and programming in the development of opportunities to
attract new products and brands, PR management in marketing strategies for the
development of tourism enterprises and rural green tourism enterprise
