DIGITAL MARKETING AS A TOOL FOR IMPROVING THE BUSINESS EFFICIENCY OF A TRAVEL COMPANY
With the advent of the Internet and the introduction of new technologies, the distribution channels of the tourist product have changed. This article will consider the concepts and elements that should be considered when consolidating the digital marketing strategy aimed at positioning the modern tourism business on the Internet, as well as the inclusion of new technologies as a future trend in the tourism sector. The purpose of the study is a comprehensive review of digital marketing tools and highlighting the advantages of their use in the tourism sector. To achieve this goal, the following tasks were identified: to study digital marketing tools; to identify the main differences between them; to formulate the advantages of using each tool for a travel company. The research was carried out using the methods of scientific analysis the unity of logical and historical, monographic research, positive, structural-functional, statistical analysis, tools for tabular interpretation of data. Based on the research, the results of which are presented in the article, it can be concluded that modern travel companies should include in their digital strategy methods aimed at attracting new potential customers who, in accordance with their needs, find content that meets specific needs. The article substantiates the need for active use of digital marketing by service and tourism organizations.