FEATURES OF MARKETING COMMUNICATION IN AGRO-TOURISM

Introduction. Marketing communications play a key role in running a business by providing customers with a clear understanding of the products and services offered and their benefits. The application of marketing in agritourism has its own characteristics, which determine the choice of tools and the formation of integrated marketing communication. Goal. The purpose of the publication is to clarify the significance, features, essence and possibilities of effective marketing communication in agritourism. Materials and methods. The article uses the basic research method — desk research, which is based on an assessment of available data, as well as a review of domestic and foreign literary sources on the issue under consideration with its own methods and own experience. For an accurate and concise presentation of the marketing communication system in agritourism, methods of logical formalization were used. The results. The article presents a system of marketing communication goals in agrotourism, among which the main ones are informational and sales goals. They are aimed at informing the audience and maximizing sales in the long term. Their implementation and the application of appropriate marketing communication tools and strategies are possible only taking into account the peculiarities of the functioning of agritourism service providers, such as the limited scope of activities, the dominance of intangible aspects of services, restrictions due to the traditions of the rural population, insufficient financial resources and lack of marketing knowledge. Marketing communications in agritourism should be based on the uniqueness of this type of recreation, such as direct participation or observation of the production process, personal contact with the owners and the opportunity to experience the rhythm of rural life. The article summarizes the models and different types of marketing communication for agritourism service providers, and also suggests considering them at the individual (specific agritourism service providers) and territorial levels (business entities in a specific area). An integrated communication strategy for the provision of agritourism services should include not only various communication channels and tools, but also the joint participation of local self-government bodies and entities that provide tourism services in the countryside and are directly or indirectly interested in the development of tourism at the local and regional levels. In accordance with this, it is proposed to adjust the traditional program of marketing communications of the business entity. Prospects. In further scientific research, it is proposed to focus attention on the segmentation of customers of agritourism services, as well as on organizational, economic and legal aspects of cooperation between business entities and local authorities in conducting a joint communication policy in the field of tourism and promotion of the locality and region.