Advertising as an integral part of territorial branding

The Internet serves as the main marketing and communication tool in the tourism industry. The explosion of the Internet has affected traditional media and revolutionized advertising. The purpose of the study is to analyze the main advertising impacts on consumers of tourism products and services. The authors used a systematic review methodology. The Internet contributes to impulsive purchases compared to traditional media, the authors present models of consumer impact, including depending on advertising formats. The bulk of the content consumed is on mobile phones and apps. Already in 2019, spending on mobile ads has become larger than spending on TV ads. In 2021, the Internet as a promotion channel accounted for over 54% of all advertising spend. Meanwhile, spending is on the rise, reaching $221 billion in 2020. Most of the population is registered on social networks, of which approximately 45% turn to them when they are looking for information about the goods or services they are going to buy. The number of social media users grew by 10% in 2022. Social media is a critical enabler for small tourism and hospitality businesses to survive and recover from external shocks by providing greater opportunities. Among the relevant advertising channels, the authors considered online reviews and user-generated content as one of the ways to study brand communities and understand the attitude of customers towards the brand.