FACTOR OF DIGITALIZATION OF TOURIST ADVERTISING

In order to evaluate the effectiveness of advertising in tourism, it is proposed to separately evaluate the economic and communicative aspects. Economic efficiency is determined by the ratio of results from the advertising budget. Communication efficiency is characterized by the degree of attraction ofpotential customers. The factors influencing the evaluation of the economic effectiveness of tourist advertising are summarized, including the use of various marketing tools, the inertia of consumer demand, the instability of the tourist environment, seasonality, and the population's ability to pay. Popular directions for writing advertising articles in tourism are given. The ideas of the headings of the travel website pages or articles are highlighted. Marketing tools that affect the communicative effectiveness of tourist advertising are presented: development of an advertising appeal to consumers, use of SEOtexts, development of the architecture of a tourist site, use of social SEO audit, orientation to sources of tourist travel reservations. It is recommended to use certain words and phrases, perform visual optimization, analyze the interaction of the site with search engines, and test the loading speed of the site pagesamong the SEO optimization tools for tourist advertising texts. Recommended electronic services for searching for keywords in advertising tourist texts. It is noted that the popularity of keywords depends on the season, current news, fashion for types of recreation. The rules of visual optimization of the site,the ratio of the amount of text to a unit of graphic material are given. Formulated requirements for the design of a tourist site. The main principles of developing an advertising appeal are presented: taking into account the specificity of the tourist product, targeting the target audience, determining the motives of consumers. Some aspects of conducting an advertising company in tourism are disclosed.