DIGITAL MARKETING OF TOURISM AS A TOOL FOR DESTINATION ECONOMIC DEVELOPMENT

Tourism is one of the most dynamically developing sectors of the economy. Digital marketing in tourism is becoming a reality, more and more companies in the tourism sector apply information technology in all types of interaction. This not only corresponds to modern trends, facilitates the implementation of economic intra-company tasks, but also contributes to the development of the economy as a whole. The article presents an analysis of existing research in the field of digitalization of tourism, as well as current issues of digital marketing in the tourism sector. Particular attention is paid to the personification of tourism and the role of digital thinking as a condition for the formation of digital skills of consumers of tourism services. The main marketing combinations for promoting a tourism product using digital technologies are highlighted. Modern trends in digital marketing, product promotion strategies using digital technologies are considered: a portfolio of tourism products and branding of tourist destinations. The use of big data in tourism is studied as forecasting demand for tourism products, analyzing the target audience and compiling a portrait of a consumer of the tourism services market. Strategies for promoting a product using digital technologies are disclosed. The development of tourist destinations in the era of digitalization in accordance with the concept of "Tourism 4.0" reflects new solutions in the field of digitalization of urban agglomerations. The main directions of development of digital marketing in tourism are defined and recommendations for future research are developed. With the advent of the digital era, the use of digital marketing in tourism is becoming more and more extensive. Scientific research on the impact of digitalization on the tourism sector is aimed at studying the behavior of tourists as consumers of tourism services and other aspects related to government regulation of the tourism sector, the creation of regulatory documents on the promotion of tourism in online communities. The current situation with digital marketing research in the tourism sector in the regions is systematically analyzed. The tasks of the academic community in the global dimension are: developing a structure for a digital marketing portfolio in tourism; defining a digital portfolio of tourism products; developing an online pricing mechanism. In addition, the task is to develop technologies for promoting a digital tourism product. The purpose of the article is to analyze the digital technologies used in the tourism sector, identify areas of change in the field of digital marketing in tourism, and answer the question of how these changes will affect the economic development of the region in the future. In the practice of tourism, the introduction of digital technologies is fragmentary, aspects of the digitalization of the industry associated with customer-oriented and systemic scientific approaches are not taken into account. The innovations being implemented most often concern the administrative activities of tour operators. This is not entirely correct. We believe it is necessary to pay special attention to the principles of systemicity in organizing tourism activities. The introduction of digital technologies should be based on scientific research in the digital industry. Keywords: digital marketing in tourism, tourism economics, digitalization, digital thinking, promotion of tourism product, tourist destination.