Author/Authors :
Niziaieva, Victoria Department of Regulatory Policy Problems and Entrepreneurship Development - Institute of Industrial Economics of the National Academy of Sciences in Ukraine, Kiev, Ukraine , Liganenko, Margaryta Department of Tourism and Recreation - Odessa National Academy of Food Technologies, Odessa, Ukraine , Muntyan, Irina Department of marketing - business and trade - Odessa National Academy of Food Technologies, Odessa, Ukraine , Ohiienko, Mykola Department of the Organization of Aviation Work and Services - National Aviation University, Kyiv, Ukrain , Goncharenko, Mykhailo Subdepartment of International Relations and Tourist Activity Organization - Interregional Academy of Personnel Management, Kyiv, Ukraine , Nazarenko, Olga Department of Tourism and Hotel and Restaurant Business - Odessa National University of Economics, Odessa, Ukraine
Abstract :
Digital technologies are actively implemented in all areas of tourism. The article identifies the
main areas of balancing interests in the field of tourism on the basis of optimization of digital
marketing tools. Analytical research has shown that a set of sales channels in the Internet
environment and a set of tools are formed, depending on the marketing strategy of the travel
company. The main tactics and tools of digital marketing in tourism are highlighted. These
are: the company's website, digital marketing channels - online channels for promoting and
attracting customers: SEO, online advertising, email marketing, sales funnel, content marketing, teaser advertising, SMM, etc. The study proposes the application of portfolio
investment theory to optimize investment in digital marketing tools to achieve a specific goal.
The article uses a method of building a mathematical model that will optimally distribute
financial investments in digital marketing. Thus balancing of interests in the field of tourism
on the basis of digital marketing tools is offered on the basis of KPI indicators, according to
the allocated purposes.
Keywords :
Balancing interests in tourism , Digital – marketing , Portfolio investmen , KPI , Tourism
