MARKETING COMMUNICATION TECHNOLOGIES IN TOURISM AND HOSPITALITY: IMPORTANCE, CURRENT REALITIES AND PROSPECTS

Abstract

INTRODUCTION. In the modern world, tourism and hospitality play a crucial role in shaping the global image of countries, driving economic development, and facilitating sociocultural exchange. Under the conditions of digitalization, globalization and rising consumer expectations, effective communication between tourism companies and clients has become critically important. Marketing communication technologies serve not only as promotional tools but also as means for building trust, fostering loyalty and promoting innovative development within the tourism and hospitality industry. The integration of verbal, nonverbal, intercultural and digital forms of communication is acquiring particular significance in ensuring comprehensive and personalized service. Amid the rapid advancement of digital platforms, mobile applications, chat bots and CRM systems, communication in the tourism and hospitality sector is reaching a new level, requiring in-depth analysis and adaptation to current market realities.

RESEARCH HYPOTHESIS. It is assumed that the targeted implementation of modern marketing communication technologies can not only enhance the efficiency of internal and external interactions but also strengthen the competitive positions of enterprises in the tourism and hospitality sector. In the context of constant challenges – such as changing consumer demands, global crises, or cultural barriers – effective marketing communication serves as a guarantee of stable business operation and growth.

THE AIM. The aim of this study is to analyze current trends in the application of marketing communication technologies in tourism and hospitality, to identify the challenges and prospects of their effective use for building long-term customer relationships and improving service quality.

METHODS. To achieve the stated objective, a systematic approach to the analysis of scientific sources was employed, along with a comparative analysis of real-life cases from tourism companies and hotels. Content analysis methods were also used to examine marketing technologies.

FINDINGS. The results of the study confirmed that effective marketing communication is a key condition for ensuring competitiveness in the tourism and hospitality sector. The use of verbal and nonverbal interaction, the establishment of intercultural dialogue, and the active adoption of digital communication channels allow for more precise alignment of services with the expectations of target audiences. Integrated Marketing Communications (IMC) demonstrated the highest effectiveness in attracting clients and fostering long-term relationships with them.

CONCLUSIONS. The findings underscore the importance of a strategic approach to marketing communication technologies in the tourism and hospitality industry. Innovative tools, when combined with ethical standards and cultural sensitivity, contribute to the consistent improvement of service quality. Effective communication is essential for building trust, enhancing reputation, and achieving dynamic development in tourism and hospitality. In an environment of intense competition and high consumer expectations, the ability of enterprises to swiftly adapt to emerging communication trends determines their viability. Digital marketing, message personalization and intercultural competence are no longer merely advantages, but essential conditions for successful operation. Therefore, the enhancement of marketing communication strategies must become a priority for those aiming to strengthen their market position and ensure long-term development.

KEYWORDS: tourism; hospitality; technologies; communication; marketing; tour operating; integrated marketing communications; service quality; competitiveness.