Holiday activities and entertainment as apeculiar means of advertising

Activities and entertainment offered to holiday-makers by tourism enterprises turn into a peculiar formof advertising aimed at the tourist product promotion. Activities and entertainment do not only serve to 66 научный журнал СЕРВИС PLUS 2013 / № 4 keep the tourist busy and drive his / her care away but also to position the tourist complex. Activities andentertainment are individual-oriented to the greatest possible extent, affording the tourism enterprise theunique advantage of turning the tourist into an advertising medium. It is only through efficient integration ofentertainment into the overall strategy of the tourism enterprise development that this kind of advertising isto be used to advantage and to entail no uncalculated risks.