MODERN APPROACHES TO THE MARKETING OF TOURIST AND HOTEL SERVICES IN THE DIGITAL ERA

Introduction. Digital transformation is fundamentally changing the landscape of the tourism and hospitality industry. The growing role of the Internet, social media, artificial intelligence (AI) and big data analytics is creating new opportunities for marketing strategies. At the same time, innovations create challenges related to the need to adapt to rapidly changing technologies and maintain competitiveness. Modern tourists have access to a huge amount of information, which makes them more demanding and difficult in terms of attraction and retention. The constant development of technology requires companies to integrate new marketing tools that can effectively address the needs and expectations of customers, in particular through digital channels. Purpose. The purpose of the study is to identify key trends and the latest approaches in the marketing of tourist and hotel services in the digital age, as well as to develop recommendations for their implementation in practice. Materials and methods. The following methods were used in the study: literature analysis — a review of scientific publications, books and articles devoted to modern approaches to digital marketing in the tourism and hotel industry was carried out; big data analysis — analytical tools were used to process data from social media and web analytics, which helped identify consumer behavior patterns and their impact on marketing decisions. Results. The study found that the integration of social media, personalized marketing communications, AI and blockchain is critical for companies to function successfully in the digital age. Social media enables high levels of customer engagement through visual content and UGC, personalization improves customer satisfaction, and AI and data analytics improve customer experience management. At the same time, blockchain helps to increase the transparency and security of transactions. For the practical implementation of the research results, it is recommended to: actively use social media; integrate AI technologies, use blockchain to ensure transparency of operations and increase customer trust. to carry out constant monitoring of the market. Discussion. Further research could focus on a deeper study of the application of new technologies such as virtual reality (VR) and augmented reality (AR) in tourism marketing. A promising direction is also the development of integrated platforms for managing marketing communications that combine various digital channels and technologies. Another important aspect is the analysis of the impact of environmental sustainability on consumer preferences and the development of environmentally oriented marketing strategies in the context of the digital age.