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Abstract

Objective. The purpose of the article is to study the essence and role of empirical models of consumer persuasion in the advertising activities of tourism enterprises. Achieving the goal involves solving the following tasks: to determine the most effective channels for attracting customers, analyze the models of the hierarchy of reactions to communication with consumers, characterize empirical models of consumer persuasion and prove the feasibility of their use in the advertising activities of tourism enterprises . Methods. Analytical, comparative and historical research methods were used to solve the main tasks. Results. The article considers the essence and role of empirical models of consumer persuasion in the advertising activities of a tourism enterprise. Attention is focused on the need for efforts of a tourism enterprise to understand the psychology of consumers in order to ensure targeted impact on them by advertising means. The theoretical foundations of traditional behavioral theories that study models of persuasion from a psychological perspective are analyzed and empirical models of persuasion are proposed, namely, logical, associative and innovative, since the use of digital technologies allows an integrated approach to the use of the proposed models, which facilitates the choice of channels for distributing advertising and processing information received from consumers.. Scientific novelty. The scientific novelty of the study lies in the development of empirical models of persuasion of consumers of tourism services. The proposed models reflect the stage at which the consumer makes a decision to purchase a tourism product, which will allow to identify heterogeneous features within each of the target groups and correlate accordingly with the content and format of the information message itself and the channel of its distribution. The use of digital technologies makes it possible to use them within a single message to different categories of consumers, which facilitates the choice of distribution channels and processing of the information received. Practical significance. The proposed models can be used in the advertising activities of tourism enterprises to increase their efficiency. Key words: tourism, advertising activity, tourism enterprise, traditional models of persuasion, empirical models of persuasion.