INNOVATIVE MARKETING TOOLS IN THE TOURISM INDUSTRY

Abstract

In the article the author revealed the essence of tourism today, researched and characterized the latest marketing tools that are relevant in today’s conditions of economic relations in Ukraine. The functioning of the tourism sector is built taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing tools. World conditions of existence and business activity require the application of innovations in the field of tourism marketing, as highlighted in this article. Methodological basis for solving the main theoretical and methodological problems used techniques of theoretical generalization, combination of historical and logical, comparative and structural ‒ functional approach, as well as to highlight the economic importance of the tourism industry were methods of analysis and synthesis of information, comparative law and statistical and economic analysis, etc. The article analyzes the factors that affect the development of the tourism business and substantiates the need for innovative marketing tools for the effective existence of the tourism industry in modern conditions. The paper highlights and argues, taking into account the challenges facing society, world existence, the use of visualization of tours and the promotion of services through «virtual tours». Having approached the virtual marketing activity professionally, it is possible to acquaint clients with outstanding tourist places, to interest them in new tourist products, to convince them of the reality of the facts stated in advertising (blogging), etc. Visualization is an important factor influencing positive customer decision‒making in the hospitality industry. Thus, using the latest innovative marketing technologies, the hospitality industry will remain one of the important components of the national economy.