DIGITALIZATION AS A MEANS OF IMPLEMENTING THE CONCEPTS OF INDIVIDUALIZED AND SEGMENTED MARKETING IN THE TOURIST SERVICES MARKET

Abstract

The article identifies the main features of digitalization of the tourist services market and the use of basic digital tools in the concepts of individualized and segmented marketing in the tourist services market. The relevance of the topic is due to the fact that digitalization is one of the main factors for the growth of the world economy in the next 5-10 years. In addition to the direct productivity gains that digital companies receive, there is a chain of indirect benefits of digitalization, such as saving time, creating new demand for new products and services, new quality and value, and more. The purpose of the article is to identify the main aspects of the impact of digitalisation of the economy on the development of marketing in the tourist services market. Distributed digital tools of individualized and segmented marketing. The main advantages, disadvantages and digital tools of individualized marketing and segment marketing for consumers and businesses are identified. The evolution of information systems for interaction with customers and partners in the market of goods and services and the evolution of the use of digital marketing tools in the tourist services market are investigated. The main tasks of the automated system of interaction with consumers and partners in the market of tourist services in the conditions of digitalization of public life and economic relations are determined. Having studied the peculiarities of these systems in the field of tourism, it was found that the basis of successful work of CRM and PRM - system is the storage of all information on interaction with clients and partners in a single database. Distributed digital tools of individualized and segmented marketing. It has been found that the tourist company, which ignores the process of informatization, is losing its advantages. The company, which invests in information technology, benefits, as does the prospects for future development and expansion. Conclusions have been made regarding the prospects of using digital technologies in the tourist services market. The comparative characteristics of individual marketing and segment marketing are given.