Indicators Influenced on The Development of "Content Marketing" in Forming a National Tourism Brand

This article analyzes the strategic importance of content marketing in the formation and development of a brand in the activities of tourism companies in the context of a global economy. The study examines the main factors affecting the effectiveness of content marketing - the development of digital technologies, changes in the information consumption behavior of tourists, the global competitive environment, tourism infrastructure and service quality, and institutional support of national tourism policy - based on an integrated approach. The impact of visual and interactive content created through digital platforms on the decision-making process of tourists is also scientifically substantiated. The results of the study show that content marketing is an important tool for strengthening the tourism brand, increasing tourist confidence and ensuring competitiveness. This article serves to develop practical recommendations for improving marketing strategies in the tourism sector and developing a national tourism brand.