The main purpose of the article is to determine the main current trends and factors of digitalization of the tourism industry, which have a significant impact on the efficiency and increase the performance of economic entities in the tourism industry of Ukraine. The theoretical and methodological basis of the study consisted of the publications of the economists, who analyzed the problems of formation and prospects for the development of Internet marketing. A monographic method was used to cover the scientists’ views on the research issue. Correlation and regression methods of analysis were tested in determining the factors of digitization. The article systematizes the dynamics of the development of the tourism industry and indicators of the economic activity of tourist enterprises in the global and national context. It is determined that due to the intensification of crises and quarantine measures caused by the spread of СOVID-19, the number and expenditures of tourists on entertainment, the income of tourist enterprises, the number of people employed in the tourism industry have significantly decreased. At the same time, the process of digitalization of the studied industry has accelerated in terms of the growth of investments aimed at the development of marketing startups of a digitalization nature. The evolution of marketing approaches to the digitalization of tourism industry enterprises is theoretically comprehended. The main stages include traditional individual tour operators, e-business, e-commerce, smart tourism. It is concluded that domestic enterprises of the tourism industry lag significantly behind similar business entities in terms of the process of digitalization of economic processes and marketing mix. The factors of digitalization of the marketing activity of tourist enterprises are generalized. The results of factor analysis on the importance of using elements of digitalization in the marketing activities of tourism enterprises of Ukraine are analyzed and visualized. It is determined that the most significant influence on the effectiveness of marketing activities using elements of digitalization in the tourism industry of Ukraine is exerted by such factors as: chatbots based on artificial intelligence, voice search and voice control, virtual reality, augmented reality, internet of things, robots, contactless payments, cyber-security measures, recognition technology, large data sets, artificial intelligence.

Стаття присвячена визначенню особливостей здійснення оцінки ефективності рекламної діяльності в Інтернет як новітнього середовища бізнес-комунікацій. Проведено аналіз понятійного апарату Інтернет-реклами і запропоновано уточнене її визначення. Результати дослідження проблем оцінки ефективності рекламної діяльності в Інтернет показали, що світовий ринок Інтернет-реклами розвивається дуже динамічно, однак нерівномірно за різними видами Інтернет-реклами, серед яких найбільше зростання показують SMM та пошукова реклама. Аналіз вітчизняного ринку Інтернет-реклами підтвердив дану тенденцію. Відзначено, що найбільш популярним інструментом перегляду Інтернет-реклами споживачами є смартфони. Доведено, що при проведенні оцінки ефективності Інтернет-реклами слід використовувати комплексний підхід, який дасть змогу оцінювати як комунікативні, так і економічні показники в рамках моделі AIDA. На основі проведених досліджень систематизовано основні KPI Інтернет-реклами та визначено джерела інформації для їх розрахунку. This article is dedicated to defining peculiarities of evaluation of the effectiveness of advertising on the internet as a modern field of business communications. The analysis of the conceptual apparatus of Internet advertising was carried out and a better understanding of its definition was proposed. The results of the study of the problems of evaluating the effectiveness of advertising on the Internet showed that the global Internet advertising market is developing very dynamically however unevenly between various types of web advertising among which the most growth shown by SMM and search advertising. An analysis of the domestic Internet advertising market has confirmed this trend. The market for Internet advertising by fields of the economy was analyzed and it was noted that its largest share falls on consumer goods. It was also noted that the most popular way of viewing Internet advertising are smartphones. It's been proven that the best way to evaluate the effectiveness of Internet advertising is to use an integrated approach that allows for better evaluation of communicative as well as economic indicators within the AIDA model. Based on these conducted studies the main indicators of the effectiveness of Internet advertising were systematized and sources of receiving information for their calculation were proposed. The content of indicators of efficiency of advertising activity on the Internet was determined. Methods of their calculation and specifics of use at different stages in the AIDA model were given. It's been shown that to analyze the effectiveness of individual sections of Internet advertising just a few indicators are enough however for a comprehensive evaluation it is necessary to take into account various other indicators in comparison and also their mutual influence. To make a comprehensive analysis of the effectiveness of Internet advertising it is also worthwhile to use aggregate figures that take include repeated purchases by buyers, namely ROI returns, ROMI marketing investments, LTV clien...

Introduction. The development of modern information technologies of communication significantly influence the formation of approaches to the implementation of marketing communication policy of tourism enterprises. The intensification of quarantine measures in connection with the COVID-19 pandemic has accelerated the process of digitization of marketing communications, and thus accumulated the process of transformation of traditional marketing communications channels. Purpose. Conceptual understanding of the components of marketing communication policy of tourism enterprises in the system of digital communication, definition of successive stages of its formation and specification of the main directions and tasks of its implementation. Method (methodology). The theoretical and scientific-methodological basis of the study were the provisions of the concept of digital and information economy. In the course of research such methods and approaches as logical generalization and synthesis are used for formation of the basic conclusions and offers of research; graphic – visualization of the results of identification of the main directions and tasks of formation of marketing communicative policy of tourist enterprises in the conditions of development of digital transformations. Results. In the article it is defined the elements of the system of formation of marketing communication policy of tourism enterprises. Among them are the elements of communication policy, communication subjects, data distribution channels, elements of information and communication system, mechanism of information and communication policy management of tourist enterprises. The sequence of marketing communication policy of tourism enterprises in the system of digital communication involves stages: planning to address the audience; control of the processes of bringing information (adjusting the appeal if necessary) to the target audience; receiving feedback from the audience, data processing, development and decision-making; analysis of penetration depth and communication efficiency; differentiation of communication functions for the most qualitative influence on consumer behavior; management of interactive marketing in the system of communications with government agencies, the public sector and the business audience. The directions and tasks of formation and realization of the Internet marketing communicative policy of the enterprises of tourism in the context of key subjects of digital interaction are formed.

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