Portfolio Investment

The main aspects of using digital marketing tools in strategic management in the field of tourism have considered in the article. The study proved that the marketing strategy of the tourist enterprise is a determining factor in the choice of the main sales channels in the Internet environment. The article highlights the keydigital marketing tactics and tools. In the main directions defined strategic management in the field of tourismon the basis of optimization of digital marketing tools. To implement the target approach in the implementation of the marketing strategy of the enterprise, a system of KPIs proposed.

In international trade and financial exchanges, global cryptocurrencies have a prominent and effective role. In this paper, using the KOF index, the structure of financial globalization is extracted and the effect of the expansion of global cryptocurrencies is examined in the two components: Foreign Direct Investment and Portfolio Investment. The Ordinary Least Squares (OLS) model has been used separately for 2020, 2021, and 2022 to analyze the results of the expansion of global cryptocurrencies in the foreign direct investment component. Also, the price changes of Bitcoin and Ethereum from March 10, 2016, to the end of December 2022 have been used to investigate the effect of global cryptocurrencies in portfolio investment by applying Modern Portfolio Theory (MPT). Also, according to the availability of data in research sources, the data of 111 countries have been used. OLS estimated results suggest that the adoption and expansion of global cryptocurrencies has no significant relationship with Foreign Direct Investment. Also, using MPT, the results of portfolio optimization suggest that global cryptocurrencies improve the effectiveness of the selected portfolios, and with the same corresponding returns, the risk of the portfolios including global cryptocurrencies decreases as well. Therefore, the results emphasize the role of global cryptocurrencies in financial globalization only as crypto-assets.