TRENDS IN THE MARKETING COMMUNICATIONS DEVELOPMENT OF TOURIST ENTERPRISES IN THE CONDITIONS OF DIGITALIZATION
Abstract
The increasing influence of digital technologies on various spheres of life, in particular on tourism, makes it urgent to study new approaches and directions that ensure effective promotion and promotion of tourist products and services in the online environment. The article considers such important aspects as the application of digital advertising, content marketing, social media, video and interactive content in marketing communications of tourism enterprises. In addition, the article analyzes the impact of digitalization on sales promotion and public relations of tourism enterprises, particularly paying attention to the use of digital channels such as social media and websites, which helps tourism enterprises to effectively communicate with their audiences, provide operational support and solve customer issues on public platforms. In particular, the importance of personalized marketing and the emotional connection with the audience created by influencers is characterized, as well as the importance of creating high-quality and attractive visual content to attract the attention of customers. The purpose of the article is to provide readers with an objective overview of key trends and changes in the marketing communications of tourism enterprises in connection with the digital evolution. The authors aim to emphasize the importance of using digital tools in the marketing communications system to maintain competitive advantages and successfully interact with the modern audience, ensuring the success and stable development of the tourism business. The results of the study allowed the authors to identify such important trends in the development of marketing communications of tourism enterprises in the conditions of digitalization as: increasing online presence, focusing on personalized marketing, cooperation with influencers, creation and distribution of multimedia content, use of interactive technologies, virtual and augmented reality. The general conclusion of the article indicates the need for tourism enterprises to actively adapt to the digital era and implement innovative approaches in the use of marketing communications to achieve success in the market and increase competitiveness.
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