PROBLEMS AND PROSPECTS OF DEVELOPMENT OF INTERNATIONAL MARKETING IN TOURISM IN THE CONTEXT OF GLOBALIZATION OF DIGITAL TECHNOLOGIES

Koryagina Inga, Dmitrov Igor Vladimirovich, Baigullov Radik Nikolaevich

The development of international marketing in tourism in the context of the globalization of digital technologies opens up many opportunities for travel companies, allowing them to reach their target audiences more effectively and provide more personalized and convenient services. Digitalization helps travel companies optimize their internal processes, reduce costs and increase efficiency. The article examines both the problems and prospects for the development of this area of activity in modern conditions. The conducted research allowed us to conclude that the main problems of the development of international marketing in tourism in the context of the globalization of digital technologies are: a high level of competition caused by market saturation and accompanied by aggressive pricing policies of many competitors; technological barriers caused by uneven technology development; cultural and linguistic barriers; various regulation and legislative aspects in the field of marketing. At the same time, the prospects for the development of international marketing in tourism in the context of the globalization of digital technologies were identified: opportunities to expand the audience with minimal costs using digital technologies; prospects for improving customer experience as a result of using virtual and augmented reality, as well as applications; opportunities to increase marketing efficiency as a result of improved use of analytics and social networks; new opportunities for cooperation (partnership and integration, simplification of booking, etc.).

Keywords:tourism, marketing, international marketing, international marketing in tourism, marketing in tourism