Current Advertising Approaches in Tourism: Effects on Consumer Behaviour and the Advancement of Tourism Activities

Abstract

Introduction: the relevance of the research topic is the need to adapt tourism enterprises to rapid changes in the advertising industry under the influence of digital technologies. In the context of the development of the modern advertising market, there is an active implementation of digital strategies, which allows to engage the audience more effectively and take into account changes in its behaviour. Objective: the study aims to analyse contemporary advertising strategies in tourism, focusing on their impact on consumer behaviour and the promotion of tourism activities. Method: the research methods included generalisation, synthesis, comparative analysis of the types of advertising strategies and statistical processing of quantitative data. A stratified sample of representatives of the tourism industry was used. Secondary data from consumers of different age groups were analysed. Statistics on modelling consumer behaviour were used to analyse the data. The article identifies effective advertising strategies in the digital environment. Results: the modern advertising approaches in tourism have been analysed: content marketing, targeted advertising on social platforms, contextual advertising, and personalised offers. The study results showed that companies invest 2 times more in personalised advertising and targeting. In 2023–2024, native advertising strategies and an individual approach will prevail, and it is predicted that media tools on social networks will become widespread in the coming years. Social platforms and personalised advertising have become critical factors in attracting new customers. Conclusions: prospects for further research include a detailed analysis of the impact of automation on advertising campaigns.