English
Received 18.07.2023, Revised 24.11.2023, Accepted 21.12.2023
The purpose of the research is to study the potential of the website as an information resource for popularizing the activities of the travel agency in competitive conditions. To realize this goal, it is necessary to solve the following tasks: establish the role of information and communication technologies in the company's promotion strategy in the tourist services market; to study the peculiarities of the use of information technology in the context of the activity of a travel agency; determine the functional features of the travel agency's website; determine the requirements for specialized sites in the field of tourism business. The research methodology consists in the use of general scientific methods. The application of methods of analysis, synthesis, logical generalizations made it possible to establish the role of information and communication technologies in the company's promotion strategy on the market of tourist services; to study the peculiarities of the use of information technology in the context of the activity of a travel agency; determine the functional features and requirements for the travel agency's website. The method of visualization in tabular and graphic form is used to present the resources of information and communication technologies in the promotion of the company in the market of tourist services. The scientific novelty of the work consists in clarifying the trends of deep interpenetration of information, communication, and marketing technologies in the activities of the company in the market of tourist services. Conclusions. The advantages of promoting the activity of a tourist enterprise using modern information, communication, and marketing technologies include: the possibility of communication with the target audience in real time; increasing resources for reaching the client base; improving the image of the tourist enterprise; the emergence of channels not only for the dissemination of information about services, goods or the company itself, but also for the sale of tourist products; improving the efficiency of communication with clients and reducing the costs of attracting new clients; simplifying the processes of registration of orders; application of remote technologies for consulting and customer service
website; information technologies; communication technologies; tourism; tourist services; travel agencies
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