No abstract

No abstract

The main aspects of using digital marketing tools in balancing interests in the field of tourism are considered in this article. The analysis showed that a set of sales channels in the Internet environment and a set of tools are formed, depending on the marketing strategy of the tourist enterprise. Considered are the basic tactics and tools related to the concept of digital marketing. These are: the company's website, digital marketing channels - online channels for promoting and attracting customers: SEO, online advertising, email marketing, sales funnel, content marketing, teaser advertising, SMM, etc.. It is proposed to apply the theory of portfolio investment to optimize investment in digital marketing tools to achieve a specific goal. The article uses a method of building a mathematical model that will optimally distribute financial investments in digital marketing. At the same time, balancing interests in the field of tourism on the basis of digital marketing tools is proposed on the basis of KPI indicators according to the selected goals.

In recent decades, the development of the tourism industry has been a worldwide trend. The interest shown in the development of the tourism sector is associated not only with the fact that the industry is developing dynamically but also with the fact that the development of tourism affects almost all key sectors of the economy. The task of the activities of tourist enterprises is the organization of comprehensive services for tourists. Services in tourism are varied ‒ transportation, accommodation, meals, excursions, entertainment, and personal services etc.The tourism sector is characterized by such characteristics as rapid growth rates, continuous improvement of the industry, and a high level of competition. That is why the success of enterprises in this area largely depends on carefully implemented advertising campaigns as one of the main elements of the communication complex and marketing strategy.Advertising campaigns in the tourism sector have their own characteristics and play an essential role in the lives of consumers when choosing travel products and services. The popularity of a travel product is largely due to how well the potential client is aware of it. And this is one of the main functions of advertising campaigns in the tourism industry. Advertising campaigns, like any other type of marketing communications, play an important role in implementing the strategy of tourism enterprises. With the help of advertising, they are developing new markets, and as a means of competition, advertising campaigns exacerbate it, helping to improve the quality of tourist services.The purpose of the article is to explore and analyze the features of the use of advertising campaigns in the tourism industry, to identify the positive and negative aspects, as well as prospects in this area.The relevance of the topic of the article is significant, because tourism is one of the largest and most dynamic sectors of the economy. High rates of its development, large volumes of foreign exchange earnings actively affect various sectors of the economy and contribute to the formation of a full-fledged tourism industry.

Nowadays, the global newspapers market is considered to be in deep crisis as shown by the decrease in circulations, narrowing of the distribution areas, and the advertising market capacity decrease. At the same time, the quality newspapers that cover social and political issues, (e.g. The New York Times) stay very influential and effective in terms of financial indicators. The determination of factors that allow such newspapers to operate effectively in conditions of market decrease is an important task for both researchers and actors of media space. The paper herein is aimed at discovering of such factors with the use of the studies of The New York Times as the most influential newspaper in the US. The subject is studied with the use of researches on newspaper’s genesis and Adolph Ochs’s influence on setting the factors that have been supporting the newspaper effective operations so far. The biographical and ideographical approaches are used to determine the basics that Adolph Ochs used to reform the newspaper in XIX century. The results herein show that Ochs used the business-oriented approach for the newspaper: he used the popular newspapers optimization methods for the quality press (lowered the retail price, increased the advertising space, increased the size of advertisements, and optimized the delivery methods) but aimed at intellectuals as a main target audience. Ochs showed that the use of appropriate informational and economical politics allows the newspaper to be successful on informational market since US society demanded for the quality journalistic. The understanding of the development strategy of one of the leading newspaper that remains successful in modern conditions of media space transformation is beneficial not only for the building of competition practice but for the modernization of local and national segments of newspaper industry. The paper’s results may be used for adjusting the strategies of existing media and for the comparison of the basics specified herein with the basics of other quality newspapers.