Demand for high-quality shopping service has seen continuous growth in the recent years, allowing retail chains to achieve sustainable competitive advantage, increase number of loyal customers. This in-turn results in demand boosting and image of the firm. To analyze and achieve this emotional reactions of customers while shopping becomes important. The paper attempts to evaluate the effect of emotional fatigue on purchase process and uses neuromarketing tool – Galvanic skin reaction analysis to do so. Changes in the buyer emotional reaction of consumers was observed through more than 150 experiments at 15 different retailers. The results showed that retailer selection depended on emotional fatigue of the customer. Different types of retailers create different emotional fatigue which affects the footfall.

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Using innovative marketing technologies in the tourism industry. 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. Боднарук О. В. Використання інноваційних маркетингових технологій в туристичній індустрії. В статті досліджено роль туристичної галузі в світової економіці, розкрито специфіку інноваційного процесу в сфері туризму. Визначено поняття «інновації в туризмі» як системних заходів, що мають якісну новизну, які приводять до позитивних зрушень та забезпечують стійке функціонування галузі туризму. Наведено класифікацію інновацій в туризмі за об'єктом їх застосування. Розглянуто основні напрями використання маркетингових інноваційних технологій у сфері туристичних послуг: випуск нових видів туристичного продукту, зміна в організації виробництва і споживання, виявлення і використання нових ринків збуту продукції, а також використання нової техніки і технології. Досліджено чинники, які прискорюють впровадження маркетингових інновацій. Показано роль електронного бізнесу в впровадженні маркетингових технологій. Доведено необхідність розвитку новітніх напрямів інтернет-маркетингу в сфері туризму, у тому числі мобільного, вірусного, блог-маркетингу, брендингу та геомаркетингу. Показана роль інноваційних рекламних компаній як одного із центральних елементів маркетингової діяльності туристичних фірм. Доведено необхідність застосування під час їх проведення сучасного технічного забезпечення, комп'ютерних технологій і нестандартних способів п...

The purpose of the article – is to identify and analyze the current trends of innovative marketing communication technologies and their impact on the business and potential consumer in the context of digital transformation. The research methodology of the study is the application of methods of analysis, synthesis, comparison, generalization, prediction, as well as the use of a systemic approach. The scientific novelty is due to the fact that the article considers modern trends in the development of innovative marketing, as well as the formation of marketing communications in a digital environment, their difference from traditional channels. It is proposed to use the most modern and promising digital marketing tools. Conclusions. As a result of the study, it was established that digital technologies that form marketing tools have the potential to ensure the efficiency of marketing activities in the digital business environment, affect the growth of the speed of these actions, the growth of scale, and the adaptability of business processes of enterprises. It has been proven that the use of digital technologies in marketing allows us to provide constant feedback and develop individual offers, increase consumer interest in marketing programs, which will radically change marketing results and increase business profitability. It is justified that with the right combination of innovative marketing tools, you can create a marketing strategy that will constantly develop, which will deepen multi-channel communication with both the consumer and partners, which in turn will contribute to the implementation of the concept of sustainable marketing. Key words: digitalization, marketing tools, digital economy, business, marketing efficiency.