Features of the use of advertising campaigns in the tourism sector

Abstract

In recent decades, the development of the tourism industry has been a worldwide trend. The interest shown in the development of the tourism sector is associated not only with the fact that the industry is developing dynamically but also with the fact that the development of tourism affects almost all key sectors of the economy. The task of the activities of tourist enterprises is the organization of comprehensive services for tourists. Services in tourism are varied - transportation, accommodation, meals, excursions, entertainment, and personal services etc. The tourism sector is characterized by such characteristics as rapid growth rates, continuous improvement of the industry, and a high level of competition. That is why the success of enterprises in this area largely depends on carefully implemented advertising campaigns as one of the main elements of the communication complex and marketing strategy. Advertising campaigns in the tourism sector have their own characteristics and play an essential role in the lives of consumers when choosing travel products and services. The popularity of a travel product is largely due to how well the potential client is aware of it. And this is one of the main functions of advertising campaigns in the tourism industry. Advertising campaigns, like any other type of marketing communications, play an important role in implementing the strategy of tourism enterprises. With the help of advertising, they are developing new markets, and as a means of competition, advertising campaigns exacerbate it, helping to improve the quality of tourist services. The purpose of the article is to explore and analyze the features of the use of advertising campaigns in the tourism industry, to identify the positive and negative aspects, as well as prospects in this area. The relevance of the topic of the article is significant, because tourism is one of the largest and most dynamic sectors of the economy. High rates of its development, large volumes of foreign exchange earnings actively affect various sectors of the economy and contribute to the formation of a full-fledged tourism industry.

Keywords

• туризм, рекламна кампанія, споживач, економіка, маркетинг, туристичні послуги та товари