PR and advertising in marketing communications of tourism business enterprises

Abstract

Marketing communications play an important role in the formation and promotion of tourist goods and services in the national and international tourist markets. It was determined that the main elements of marketing communications are advertising, public relations, sales promotion and direct sales. Advertising is the most effective and most expensive means of the complex of marketing communications of tourism business enterprises. PR deserves special attention, because it affects the tourist (consumer) unobtrusively and inspires more trust than advertising. It was found that sales promotion is used to stimulate demand, increase the client’s awareness of the tourist product and service.