Annotation

The article highlights the peculiarities of using marketing tools by tourism enterprises. The work provides information that the tourism industry was promising in the pre-pandemic period and is likely to develop rapidly after the end of the war. The interpretation of the concept of "marketing" in terms of its application in the tourism sphere is presented. Marketing tools in the management of tourist enterprises are described. It is indicated that tourism enterprises use marketing to identify the needs of potential tourists, to develop an attractive tourist product, and to inform potential consumers of tourist services with an assortment of tourist products. The concept of marketing of tourist enterprises is graphically displayed. The purposes of using marketing tools in the management of tourist enterprises are determined. In particular, they include determination of market opportunities and resource potential of the tourist enterprise and planning and implementation of marketing activities. Additional standards of marketing service of enterprises in the service sector are reflected in the article. Measures to promote a tourist product to the market are presented in the article. The options of using IT technologies for marketing of tourist enterprises are described in the text. The authors outlines possibilities of online booking of rooms in hotels and viewing services of tourist enterprises on the website of these business entities. The research provides information about advertising as a means of marketing activity. Advertising has been shown as the most popular way to inform potential customers about a travel product and reach wide sales markets. The role of PR in the marketing policy of tourist enterprises is highlighted. A number of factors affecting development of tourist enterprises are listed, including cultural, social factors, traditions and religious preferences of potential consumers of tourist services, which should be taken into account when carrying out their activities. Information on franchising is confirmed as one of the ways of developing tourist service establishments. It is proposed to develop the entertainment component of the tourist product as an element of encouraging customers to enter tourism enterprises. The practical tasks of marketing tourist services are described in the article.