SOCIAL MEDIA MARKETING IN THE SPHERE OF TOURISM

A key aspect of the research is the contribution and functions of marketing in shaping successful strategies in tourism. The fundamental concepts and tools of marketing planning in tourism are presented: segmentation, target audience selection, and consumer perception modeling strategy. The article examines the most important marketing mechanisms aimed at popularizing travel products, including both traditional (branding, PR campaigns) and digital (social networks, online services). The work focuses on current issues of tourism marketing, such as economic instability; the evolution of consumer demand; introduction of new technologies. There is a need for constant adjustment of marketing decisions under the influence of the target audience's requests and market factors.