Univrsity Of Tehran Press Journal of Information Technology Management 2980-7972 14 Special Issue: Digitalization of Socio-Economic Processes 2022 09 01 Balancing Interests in the Field of Tourism Based on Digital Marketing Tools 59 77 88875 10.22059/jitm.2022.88875 EN Viktoriia Niziaieva Department of Regulatory Policy Problems and Entrepreneurship Development, Institute of Industrial Economics of the National Academy of Sciences in Ukraine, Kiev, Ukraine. 0000-0002-2042-683X Margaryta Liganenko Department of Tourism and Recreation, Odessa National Academy of Food Technologies, Odessa, Ukraine. 0000-0002-4509-4616 Irina Muntyan Department of marketing, business and trade, Odessa National Academy of Food Technologies, Odessa, Ukraine. 0000-0002-9599-484X Mykola Ohiienko National Aviation University, Department of the Organization of Aviation Work and Services, Kyiv, Ukraine. Mykhailo Goncharenko Subdepartment of International Relations and Tourist Activity Organization, Interregional Academy of Personnel Management, Kyiv, Ukraine. 0000-0002-6331-6518 Olga Nazarenko Department of Tourism and Hotel and Restaurant Business, Odessa National University of Economics, Odessa, Ukraine. 0000-0003-0682-5567 Journal Article 2022 09 13 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. https://jitm.ut.ac.ir/article_88875_a025431491496ccc81e48f18ec917059.pdf