employee
Russian Federation
graduate student
The relevance of the study due to the fact that at the current stage of development, there are fundamental changes in the nature of marketing activities in the tourism industry, caused by the digital transformation of the economy and the development of digital marketing. The object of this research are the processes of marketing communications transformation in the tourism industry that require the use of innovative forms and approaches, including the use of neural networks. The study uses methods of comparative analysis, statistical generalization, and expert review of scientific literature. The following are the results of this research: a study of the transformation processes occurring under the influence of digitalization was conducted, conclusions about the nature and pace of transformation processes in the field of tourism marketing were drawn and the advantages of modern digital communications in the tourism sector in the Republic of Dagestan were analyzed. In conclusion, it is emphasized that the results allow for recommendations on the comprehensive application of digital marketing communications in marketing practice, the advantages of their use are expanded and it is concluded that such practice can significantly improve the effectiveness of the marketing policy implemented by a tourism company.
digital marketing, marketing communications, neural networks, tourism industry
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