Informational and Digital Business Security in Tourism as a Component of the Coastal Region Competitiveness

Three types of information and digital tools for improving the competitiveness of coastal regions are analyzed: the concept of SC, digital platforms for communication and information dissemination, applications, and the Big Date system. The world experience of implementing the Smart City program in coastal regions (Singapore, Switzerland, Denmark, Norway, etc.) was studied. It was established that the most popular areas of use of digital technologies are technologies in the fields of transport, logistics, and lighting for the purpose of saving energy resources. In the development of the Smart City concept, coastal regions should rely not only on foreign experience but also on the peculiarities of their own development of elements of competitiveness. The functioning of the big data infrastructure creates the image of a modern digital city, which is based on the use of modern data processing technologies, which are constantly updated and replenished. Using the results of digital analytics data is the basis of timely response and flexibility of the management system of a competitive region. The article is devoted to the issues related to the organization of the activities of travel agencies in the conditions of a global pandemic, which is manifested in changes in the work of travel agencies (transition to remote service, greater flexibility in changing the conditions of booking tours, constant control of the conditions of entry and exit from countries, the use of new documentation forms for tourists). The study was carried out using the analysis of Digital marketing of Zaporizhzhia travel agencies. The methods of induction and deduction made it possible to study the competitors of the Zaporizhzhia travel agency “Drive Tour” on the Internet, namely their websites, social networks, advertising messages, visual images and intonations, functional and emotional advantages for online tour sales, target audience and needs that are covered. Summarizing existing information made it possible to come to the conclusion that the competitive advantage of the researched travel agency in online sales is the use of its own Viber community with 7.5 thousand participants—potential customers, providing daily up-to-date advertising messages. The target audience consists of active Internet users interested in fast remote online services. On Instagram, the travel agency positions its readiness to work quickly and remotely with clients from all over Ukraine, from application processing to issuing electronic documents, not limited to Zaporizhzhia. It should be noted that in recent years, as a result of the pandemic and quarantine restrictions, the number of electronic documents for entering other countries has increased, the details of which are described by the authors for the first time.