Mykola Ohiienko

Digital technologies are actively implemented in all areas of tourism. The article identifies the main areas of balancing interests in the field of tourism on the basis of optimization of digital marketing tools. Analytical research has shown that a set of sales channels in the Internet environment and a set of tools are formed, depending on the marketing strategy of the travel company. The main tactics and tools of digital marketing in tourism are highlighted. These are: the company's website, digital marketing channels - online channels for promoting and attracting customers: SEO, online advertising, email marketing, sales funnel, content marketing, teaser advertising, SMM, etc. The study proposes the application of portfolio investment theory to optimize investment in digital marketing tools to achieve a specific goal. The article uses a method of building a mathematical model that will optimally distribute financial investments in digital marketing. Thus balancing of interests in the field of tourism on the basis of digital marketing tools is offered on the basis of KPI indicators, according to the allocated purposes.

The article is devoted to the research process of digitalization of vegetable development management as an important component of food security of the Black Sea region. Vegetables are necessary for the normal functioning of the human body, provide it with the necessary vitamins and trace elements. one of the conditions of good health. The annual volume of vegetables in food kits for the main social and demographic groups of the population of Ukraine is calculated. The dynamics of vegetable production of vegetable crops in the Black Sea region of Ukraine is studied. In addition, information and communication (digital) technologies in the agar sector are considered. It is proved that the digitization of agribusiness significantly saves the amount of materials and other resources, and execution time and production are optimized. Due to the systematization and grouping of data, the costs of document circulation are reduced, the process of accumulation and use of information is stimulated, the production and economic indicators of agricultural enterprises are improved, which will help increase their competitiveness in the long run.