INNOVATIVE METHODS OF MANAGING MARKETING STRATEGIES IN TOURISM COMPANIES

Abstract

This article analyses the impact of modern innovative approaches on the process of managing marketing strategies within tourism companies. As traditional marketing methods gradually lose their relevance due to the rapid pace of digitisation, the industry has begun to extensively adopt new technologies, including digital platforms, automated systems, artificial intelligence-driven marketing analytics, and tools enabling the personalisation of customer interactions. The study provides an in-depth examination of digital marketing strategies, such as Big Data-driven decision-making, content marketing, brand development through social networks, the enhancement of tourist experiences via AR/VR technologies, and the improvement of service reliability through blockchain. Furthermore, the article evaluates the technological and economic constraints encountered during the implementation of innovative marketing in tourism firms and proposes solutions for achieving sustainable digital transformation within the context of developing nations.