Impact of digital marketing in tourism industry: A data driven marketing analytics approach.

The article considers the importance of a data-driven marketing strategy in relation to the provision of enhanced consumer engagement and destination branding. The features of the analysis and application of predictive analytics in tourism marketing are formulated, an approach to creating an innovative marketing framework based on the integration of advanced analytics of a tourism-focused organization is presented. The purpose of the study is to consider the application of advanced digital solutions in relation to global tourism markets, to analyze their role and efficiency for improving the competitiveness and accessibility of tourism offerings. The relationship between consumer behavior analytics and providers of tourism services in the context of the adoption of digital marketing strategies is analyzed. To determine the requirements for building digital marketing platforms in tourism, the experience of using AI-driven analytics in tourism and related areas, and the benefits of organizing a single analytical hub for tourism sector entities were analyzed. The properties of data-driven methodologies are also inherent in sustainable tourism development frameworks, with some of the latter's strategic components. The architecture of the integrated marketing system should support three core levels: the data collection level, the analytics level, and the implementation level. Service in the digital marketing ecosystem for tourism stakeholders means the opportunity to solve the broad range of tourism management problems. The transition to AI and big data analytics will lead to the fact that data insights can be applied to enhance market penetration in the global tourism industry.