Modern marketing technologies as a factor of increasing competitiveness of tourism enterprises

Promotion of a tourism product and individual tourism services today is impossible without theuse of modern marketing technologies. Their application is currently the key to the competitiveness of the tourismindustry enterprises in the tourism services market. The article notes the penetration of various technologicalinnovations in the activities of tourist enterprises, the development of information and communication technologiesand the digitalization of marketing communications with the internal and external environment. The specifics of theformation of unique competitive advantages of the tourism industry enterprises is considered. Attention is focusedon the need to demonstrate the main achievements, the uniqueness of the services provided on the website of thetourism industry enterprise. It is noted that the use of modern marketing technologies should not imply a rejectionof classical methods of promotion. It is proposed to use an integrated approach that allows you to most effectivelycombine the provisions of classical marketing and the potential of modern technologies.