The article is devoted to the improvement of marketing communications in tourism and hospitality enterprises. It has been established that digital technologies used in marketing communications of tourism and hospitality enterprises will, in the nearest future, aim to create new forms of interaction with the audience. It has been proved that the crowd marketing method within integrated marketing communications, which accomplishes tasks comprehensively, could be of help in this regard. It has been determined that for the improvement of efficiency of marketing communications in the tourism and hospitality industry, it is of vital importance to invest in new digital channels of communication with the current and potential clients, to form new forms of relations for the exploration of new possibilities, to offer generous benefits for the attraction of consumers and to create autonomous and network communities for the solidification of the brand.

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В статье представлено исследование, определяющее характеристики мирового рынка футболок, его конъюнктуру, а также выявляющее предпочтения потребителей к дизайну принтов на футболках для формирования оптимального товарного ассортимента и эффективного сбыта произведённой продукции. Информационную базу составили научные публикации авторитетных в области исследования ученых, статистические данные компании «5КармаNов» и данные итальянских производителей текстильной продукции. The article presents a study that determines the characteristics of the world market for T-shirts, its conjuncture, as well as identifying consumer preferences for the design of prints on T-shirts to form an optimal product range and effective marketing of manufactured products. The information base was composed of scientific publications of authoritative scientists in the field of research, statistical data of the company «5KarmaNov» and data from Italian manufacturers of textile products

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