Digital Marketing in Strategic Management in the Field of the Tourism

Document Type : Research Paper


1 Vice-Rector for Scientific and Methodological Work, University of Economics and Entrepreneurship, Khmelnytskyi, Ukraine.

2 Department of Entrepreneurship and Management, Interregional Academy of Personnel Management, Kyiv, Ukraine.

3 Department of Hotel, Restaurant and Tourism Business, Kyiv National University of Culture and Arts, Mykolaiv, Ukraine

4 Department of International Relations and Organization of Tourism, Interregional Academy of Personnel Management, Kyiv, Ukraine.

5 Department of Marketing, Business and Trade, Odessa National Academy of Food Technologies, Odessa, Ukraine.

6 Department of Management, Finance and Administration, Interregional Academy of Personnel Management, Odessa, Ukraine.


The main aspects of using digital marketing tools in strategic management in the field of tourism have considered in the article. The study proved that the marketing strategy of the tourist enterprise is a determining factor in the choice of the main sales channels in the Internet environment. The article highlights the keydigital marketing tactics and tools. In the main directions defined strategic management in the field of tourismon the basis of optimization of digital marketing tools. To implement the target approach in the implementation of the marketing strategy of the enterprise, a system of KPIs proposed.


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