TOURISM SERVICES MARKETING TOOLS

Abstract

Objective. The objective of the present article is to study the possibilities of marketing tools in terms of digitalization of society and the market of tourist services in Ukraine; to identify opportunities for the implementation of digital marketing methods in the new economy. Methods. The theoretical and methodological basis of the study is the provisions of modern economic theory, management theory and scientific works of domestic and foreign scientists in the field of marketing tools for tourism services. The methods of comparison, abstraction, analysis and generalization, as well as tabular and graphical modeling, the method of modeling complex systems were used in the research. Results. The authors identify the features of the marketing tools use for the production, distribution and consumption of tourism products in terms of informatization of society and digitalization of tourism services. The possibilities of digital marketing as an innovative approach to the creation and promotion of creative services in the tourism market are analyzed. The classification is made and the main advantages of digital marketing in the tourist sphere are defined, features of its technologies of work with the market, methods of application and effective tools are opened. The essence of digital marketing tools is determined, the use of digital information and communication technologies as a component of digital marketing tools of tourist services is substantiated. The advantages and disadvantages of digital marketing tools and channels of their implementation in the market of tourist services are analyzed. Conclusions are made on the prospects of using digital marketing technologies as a component of tools in the market of tourist services.