MARKETING TOOLS: EFFICIENCY OF USE IN THE PROCESS OF FUNCTIONING OF TOURIST ENTERPRISES

Aspects of overcoming the crisis of tourist enterprises are studied. The factors of negative impact of the coronavirus pandemic on the tourism business are highlighted. Attention is focused on the study of marketing activities in the process of functioning of tourist enterprises in the difficult conditions of the pandemic. Emphasis is placed on the relevance of the use of digital marketing tools by tourism enterprises. The purpose of the work is to study digital marketing measures to ensure the full functioning of tourism enterprises on the basis of flexibility to change the internal and external environment. The author notes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. The article offers a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that in order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.