USE OF AUDIOMARKETING TO PROMOTE THE SERVICES OF THE TOURISM INDUSTRY

Abstract

The aim of the study is to substantiate the importance and peculiarities of using audio marketing tools to promote tourism services in the tourism industry. The article proves that the use of neuroimaging methods in marketing is gaining popularity, as it provides marketers with information that cannot be obtained using conventional marketing methods. Musical content is increasingly integrated into the marketing communications system, covers the points of interaction with tourists, and contributes to the personalization of audiocommunication. It has been determined that audio marketing is an important element of modern marketing strategies, and its tools not only influence the behavior and psycho-emotional state of consumers of tourism services, but also significantly enhance the effectiveness of other marketing tools aimed at obtaining the expected result. Well-chosen music helps to improve interaction and form a positive perception of tourism products and services among tourists, creates sound comfort, ensures a good mood, enhances positive impressions, builds commitment, increases loyalty, extends the time of stay, and increases both planned and spontaneous purchases. The article substantiates that the choice of background music is of great importance in the formation of audio design, which provides tourists with positive emotions, creates an appropriate atmosphere and a pleasant overall impression. It is proved that in order to achieve an effective result of music's influence on consumers of tourist services, producers of tourist services need to constantly conduct marketing research on the needs and behavior of tourists; monitor and analyze the impact of music on tourist behavior; and conduct training and professional development of marketers.