MARKETING COMMUNICATIONS OF RUSSIAN TRAVEL COMPANIES IN THE CONTEXT OF SANCTIONS

Koryagina Inga, Khayrullin Mars Faritovich, Vorobyev Dmitry Igorevich

Anti-Russian sanctions imposed by the West over various political issues, including the situation in Ukraine and other international disagreements, have had a significant impact on many aspects of life in Russia, including tourism. Russian travel companies are faced with the need to adapt and find new approaches to promoting their services, both in the domestic and foreign markets. Marketing communications under sanctions require special attention to the changing political and economic environment. The article examines the main consequences of anti-Russian sanctions for the tourism industry in Russia. The main trends in the development of marketing communications of travel companies under sanctions are described: the use of digital technologies and social media, emphasis on domestic tourism, reorientation to new markets for attracting tourists (Asian countries), more active cooperation with government agencies in order to receive support, focus on the quality and individualization of tourist services, innovation and development of new ones travel products. The problems of implementing marketing strategies by travel companies in Russia under sanctions have been identified: restriction of access to international payment systems, reputation problems, restriction of access to international markets, dependence on foreign technologies. The ways of solving the identified problems are proposed: the development of domestic tourism, the use of national payment systems, more active use of digital marketing, and the search for new markets.

Keywords:tourism, marketing, innovation, marketing communications in tourism, marketing in tourism