FORMATION OF MARKETING COMMUNICATIVE POLICY OF TOURIST ENTERPRISES IN THE CONDITIONS OF DIGITAL COMMUNICATIONS DEVELOPMENT

Abstract

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.