Цифровий маркетинг у туризмі: роль соціальних медіа та онлайн-платформ у формуванні туристичних потоків

The article is devoted to the study of problematic issues in the development of digital marketing in tourism, in particular the role of social media and digital platforms in shaping tourist flows. The paper analyzes the impact of the war on the global tourism landscape and identifies indicators of «overtourism» in some European countries. The key challenge of modern tourism policy lies in achieving a balance between benefits and sustainable flow management. The authors characterize the influence of digital platforms on tourism-related decisions and analyze the sources of information used by travelers when choosing destinations. The findings suggest that the promotion of tourism services through digital marketing is carried out using the following main digital tools: social media marketing (SMM); blogs and Internet forums; video advertising; search engine marketing (SEM); search engine optimization (SEO); digital content marketing; e-mail marketing; press releases in online media; push notifications; mobile applications; crowdsourcing platforms, among others. Artificial intelligence algorithms are applied to process large datasets, which makes it possible to provide personalized recommendations for tourists. The use of such algorithms enables the identification of individual preferences of consumers of tourism services and the creation of optimized routes, thus enhancing the quality and uniqueness of the tourism experience. It has been established that social media platforms allow for the creation of personalized offers, which increases tourist satisfaction and fosters loyalty. As a result, digital marketing in social media has become a powerful tool for the strategic management of tourist flows.