Abstract
The article outlines the main approaches to advertising in the field of travel services, highlights the main leading tourism enterprises, and investigates the effectiveness of their advertising activities. The main types of advertising in tourism have been investigated, the effectiveness of the use of each of them has been analyzed. The main trends and aspects of the advertising product of tourism enterprises are highlighted. The features of the choice of advertising activities depending on the budget of the advertising company and the goals of the communication policy are investigated. The article considers theoretical approaches to the category of "effectiveness" of advertising, which characterizes the competitiveness of a tourist enterprise. It was found that the effectiveness of the advertising campaign of enterprises with different approaches to advertising management is almost the same due to the high purchasing power. Mass consumption makes even such promotional activities as a simple reminder of a service to a customer effective. The income and expenses of the surveyed company, as well as advertising costs for 2019-2020 were calculated. The features of marketing communications of the enterprise are considered. The analysis of recent studies and publications on this topic was carried out and it was revealed that today there are changes in the advertising of travel services, namely, advertising on the Internet and positive customer reviews about the company gains a greater influence on the consumer's consciousness. The features of advertising in the tourism sector are considered. The advertising activities of the investigated enterprise are analyzed and its effectiveness is determined. A survey of respondents was carried out in order to determine modern approaches to advertising that effectively influence the consciousness of the consumer. Analyzed and highlighted the main competitors of the studied company. The competitive advantages and disadvantages of the presented real tourist enterprise are determined. An expert assessment of the enterprises of the city of Dnipro was carried out, the position of the investigated company in the market of tourist services was determined. Practical recommendations have been developed for the selection of effective means of advertising in the field of tourism.
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