Using innovative marketing technologies in the tourism industry.

Abstract

The article explores the role of the tourism industry in the global economy, reveals the specifics of the innovation process in the field of tourism. The concept of “innovation in tourism” is defined as systemic events that have a qualitative novelty, which leads to positive changes and ensures the stable functioning of the tourism industry. The classification of innovations in tourism by the object of their use is given. The main directions of using marketing innovative technologies in the field of tourism services are considered: the release of new types of tourism products, changes in the organization of production and consumption, the identification and use of new markets for products, and the use of new equipment and technologies. The factors that accelerate the implementation of marketing innovations are investigated. The role of electronic business in the implementation of marketing technologies is shown. The necessity of developing the latest directions of Internet marketing in the tourism industry, including mobile, viral, block marketing, branding and geomarketing, has been proved. The role of innovative advertising companies as one of the central elements of the marketing activities of travel agencies is shown. The necessity of using modern technical support, computer technology and non-standard methods of presenting information during their implementation has been proved. It was determined that marketing innovations in tourism have a qualitative novelty that affects promising areas of tourism development, improvement of existing tourism products, increasing the image and competitiveness of tourism industry enterprises.