Transformation of the marketing communication policy of tourist companies in the conditions of digitalization: theory, practice, innovative aspects

The article is devoted to a comprehensive study of the formation of approaches to the implementation of the marketing communication policy of travel companies in the context of the development of modern information technologies. It has been proved that the successful development of modern tourism business depends on the speed of transmission and exchange of information, its relevance, timeliness of receipt, adequacy and completeness, this involves the use of modern information technologies both in the field of creating a tourist product and its promotion to the market. It is concluded that the strengthening of quarantine measures associated with the COVID-19 pandemic accelerated the process of digitalization of marketing communications and accumulated the process of transformation of traditional marketing communications channels. The elements of the system for the formation of the marketing communication policy of travel companies in the digital communication system are proposed and characterized. The stages of formation of the marketing communication policy of tourism companies in the system of digital communications are substantiated: planning an appeal to the audience; control of the processes of bringing information to the target audience; receiving feedback from the audience, data processing, development and decision making; analysis of penetration depth and effectiveness of communication; differentiation of communication functions for a qualitative impact on consumer behavior; management of interactive marketing in the system of communications with government agencies, the public sector and the business audience. The directions and tasks of the formation and implementation of the Internet marketing communication policy of travel companies in the context of key subjects of digital interaction have been developed. It has been established that advertising in tourism is a link between a tourist product and a consumer. It is proposed to evaluate the effectiveness of advertising from two angles: an economic analysis of the result of advertising, a psychological impact on the consumer, that is, an assessment of the communicative effect of advertising. The effects and effectiveness of Internet marketing communication of travel companies are revealed. A model of the information and communication system of the communication policy of travel companies has been formed and its elements have been characterized.