Innovative Marketing Technologies In The Development Of The Tourism Specialized Types

Olena Sushchenko, Kateryna Kasenkova and Serhii Sushchenko
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Olena Sushchenko: Simon Kuznets Kharkiv National University of Economics
Kateryna Kasenkova: Simon Kuznets Kharkiv National University of Economics
Serhii Sushchenko: Simon Kuznets Kharkiv National University of Economics

Business Management, 2022, issue 3 Year 2022, 5-16

Abstract: New tools and innovative marketing technologies are emerging in the process of globalization and digitalization of society. The aim of this paper is to review and evaluate the prospects of Internet technologies as tools for analyzing consumers of the tourism market and segmentation of destinations according to specialized types of tourism. The paper uses scientific research methods - analysis, synthesis, systems approach and graphical approach. The possibility of using Ads Manager to collect information and as a communication channel with potential consumers of services is considered. In order to be able to analyze current trends and initially respond to customer requests and wishes, every year more and more analytical systems with complex algorithms appear, a clear example of which was the Google Trends system. It is determined that such information collection technologies are promising. It is confirmed that the pace of innovation is accelerating under the double pressure of changes in tourist behaviour and large-scale technological mutations.

Keywords: tourism; marketing; territory marketing; sustainable development (search for similar items in EconPapers)
JEL-codes: Z32 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:dat:bmngmt:y:2022:i:3:p:5-16

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