Advertising and Communication Strategies as a Tool for Stimulating the Development of Domestic Tourism

Purpose: The article is devoted to revealing tools for stimulating the development of domestic tourism in Ukraine, in particular through the implementation of updated advertising and communication strategies. Methodology. The methodological basis of the topic of scientific research is the works of domestic and foreign authors, as well as other scientific resources. To solve the tasks set, it was substantiated which tasks need to be solved, some statistical materials were analyzed, and what results can be achieved to stimulate the development of domestic tourism were determined. Results. The work proposes a “Scheme for interaction with consumers of tourist services in the context of forming advertising and communication strategies of the enterprise” developed by the authors, the implementation of which in practical activities by participants in the tourist services market will contribute to a higher level of consumer persuasion to purchase tourist services. Scientific novelty. A special feature of advertising and communication strategies used by participants in the tourism services market is the personalized provision of awareness among consumers of certain target segments about the purchase they can make. Continuously raising consumer awareness, which will best meet the goals of a specific audience, will allow for better stimulation of domestic tourism development. Practical significance. The implementation of the "Scheme for Interaction with Consumers of Tourist Services, in the Context of Forming Advertising and Communication Strategies of the Enterprise" proposed by the authors into practical activities by tourism enterprises will ensure a higher level of development of domestic tourism. This will certainly lead to an increase in tour sales in the longer term, which will ensure a higher level of their economic efficiency, as well as a higher level of development of the national economy