Objective Special Aspects of Legal Regulation of Promotion in Tourism Within the Context of Digital Tourism Development in Russia

Abstract

Within the scope of identification of objective special aspects of legal regulation of promotion in tourism, the authors have essentially defined the promotion in tourism taking into account the main features of tourist activities and conditions of sales of the tourist product. Considering the intricate and complex nature of the tourist product, the authors have presented the description of promotional tools within a framework of analysis of the two groups: “above the line” - classic types of direct advertising on television, radio, territorial print media, indoor and outdoor advertising; “below the line” - promotional tools that are characterized by a deeper and often individual impact on the consumer. Consideration was given to, in particular, classic offline forms, tools and methods of promotion of the tourist product. Special attention was paid to digital promotion technologies. It has been found that the regulation of relations regarding the promotion in tourism, in view of specific consumer characteristics of the tourist product (both commercial and territorial product), is complex and unstructured. Such characteristics is conditioned by the multisectoral content of tourism, vast variety of forms of promotion having different nature, promotion channels and objectives, as well as heterogeneous and ambiguous target audience. The special nature of relations in promotion of tourism conditions their regulation with the use of public and private legal methods.