THE ROLE OF ADVERTISING IN PROMOTING TOURISM PRODUCTS

Abstract

The article is devoted to a comprehensive analysis of the role of advertising in promoting tourism products under conditions of growing competition, globalization, and the digital transformation of the economy. Advertising is identified as a crucial tool of marketing communications that combines informational, communicative, motivational, and competitive functions. Particular emphasis is placed on the unique characteristics of tourism products, which are defined by intangibility, seasonality, high emotional involvement, and dependence on cultural, social, and environmental factors. It is shown that the purpose of advertising in tourism is not limited to the dissemination of factual information but also involves the creation of symbolic, narrative, and visual images that generate positive associations among potential clients, reduce the uncertainty of choice, and stimulate demand. The article reviews modern advertising tools such as online advertising, social media promotion, video marketing, influencer campaigns, e-mail marketing, as well as VR and AR technologies that enhance customer engagement. Digitalization is highlighted as a factor that supports the personalization of advertising through the use of Big Data and artificial intelligence algorithms, which make it possible to create tailored offers and optimize budget allocation. It is emphasized that integrated strategies, combining both traditional and innovative channels, are becoming increasingly important in ensuring effective communication with consumers and in responding to sustainability and authenticity demands. The research establishes that advertising in the tourism industry is not only an instrument of information delivery but also a powerful means of shaping values, creating emotional bonds with the brand, and increasing the competitiveness of destinations. Prospects for further research are associated with developing a comprehensive system of advertising strategies for tourism enterprises, focused on digital innovation, sustainable development, and the preservation of cultural identity. Additionally, it is underlined that advertising serves as a driver of long-term competitiveness, enabling tourism businesses to differentiate themselves in a saturated global market and to construct unique value propositions that resonate with diverse consumer audiences.