ESG-APPROACH AS A BASIS FOR THE IMAGE FORMATION OF THE TOURIST ENTERPRISE

The aim of the study is to identify a positive aspect in the implementation of the ESG model to improve marketing aspect in tourism activities in the region, taking into account the specifics of using the enterprise as an example, through the identification of effects. As the methods used, the authors identify general scientific methods, including the deductive method, analysis, synthesis and generalization. As a result of the study, the components of a potential communication strategy were identified that link the effectiveness of a tourism organization with increasing the effectiveness of regional development, the role of ESG principles in solving problems related to the development through the realization of the potential of the region in this aspect was determined, a scheme of the influence of the communication ESG strategy on the development of the entreprise was drawn up, the total effect of qualitative application was studied ESG principles in the region. This work reflects a more detailed model of ESG effects and events at a tourism enterprise for a clearer understanding of the impact of the introduction of the ESG model on the quality of functioning and further development of the regional tourism brand. It was possible to describe the importance of the ESG model in tourism, to identify specific features of the disclosure of principles in the region using the example of the tourism sector. to identify the features of such phenomena as direct and indirect trust in the context of changes in the reputation of an enterprise and its impact on the state and relevance of the region.