Technologies for the promotion of spa services on the internet

The article is devoted to the use of modern promotion technologies by sanatoriums. The growing interest in domestic, medical and wellness tourism allows organizations of the sanatorium industry to reach a higher level of both service provision and promotion. The development of digital marketing technologies, changing the portrait of the target audience, increasing requirements for the quality of services provided – these and other factors have an impact on the promotion system of sanatorium organizations. Currently, in promotion, preference is given to such tools as contextual and targeted advertising, SMM, promotion through geoservices and online booking services. The object of the study is organizations operating in the health tourism market. The subject of the research is digital marketing technologies for the promotion of spa services. The purpose of the article is to show the features of the promotion of modern sanatorium–resort organizations on the Internet. The main methods used in writing the article are: analysis of scientific publications on the promotion of health tourism and services of sanatorium-resort organizations, analysis of expert opinions on the use of digital promotion technologies, monitoring the marketing activities of sanatorium-resort organizations, analysis of the results of marketing research.