MODERN TYPES AND APPROACHES IN ADVERTISING ACTIVITIES OF THE TOURISM SECTOR

The article examines the pressing issues of developing advertising activities in the tourism sector, considering modern trends in digitalization and changing consumer preferences. The aim of the research is to study modern types and approaches to advertising activities and to determine their impact on promoting tourism services and fostering customer loyalty. Methodology – a comprehensive approach was applied to achieve the research goals, including the analysis of literary and statistical sources, content analysis of advertising materials, comparative analysis of international and Kazakhstani practices, and the case method. Particular attention was given to the use of social networks, VR and AR technologies, personalized marketing, and data analytics. Originality/Value of the Research – the study emphasizes the integration of new technologies, such as virtual and augmented reality, and their impact on the perception of tourism services. An important aspect is the use of personalization and targeting to enhance the effectiveness of interactions with the target audience. The research also addresses issues of ecological sustainability and the involvement of local communities in advertising activities. Research Results – Key digital marketing tools were identified that contribute to increasing brand awareness, boosting tourist flow, and strengthening emotional connections with customers. Opportunities for the practical application of advertising technologies were revealed to improve customer experience and enhance the competitiveness of tourism companies. Recommendations were proposed for implementing innovative approaches into marketing strategies, as well as directions for further scientific research, including the development of sustainable and adaptive solutions for emerging markets. The study provides valuable insights for tourism companies, researchers, and marketing specialists, making it a significant contribution to the development of advertising activities in the tourism industry.