Economic prospects of PR communications in the field of tourism
L. E. Glagoleva,
N. P. Zatsepilina,
E. N. Kovaleva,
L. S. Zatsepilina,
A. B. Sandberg,
M. E. Sekhniev https://doi.org/10.20914/2310-1202-2022-2-298-304
Abstract
This article reveals the economic prospects of using PR communications as a tool to improve the effectiveness of marketing services in the tourism sector. The ways of increasing user interest in travel agency websites and increasing the conversion of the project through contextual advertising, as well as other ways to increase the attendance of websites of organizations in the field of tourism are considered. The metrics of web analytics are considered, showing the economic efficiency of advertising based on the development of PR communications, since for the competent promotion of a tourist product, it is necessary to be able to analyze business metrics in order to assess the economic efficiency of business processes: what kind of advertising brought sales and revenue, how best to allocate the budget, which PR communication turned out to be unprofitable and should be abandoned. Therefore, it is so important from the point of view of modern trends in the economy to take into account and consider the main criteria for the effectiveness of PR communications and the prospects for their implementation in the tourism sector as the main type of advertising for the consumer. The article discusses the specifics of the promotion of services on the Internet, which allows taking into account the individual characteristics of each client. This is due to the fact that identifying the target audience is very important, because it allows the company to achieve marketing goals as profitably as possible. This inevitably leads to lower costs and profit due to the economic efficiency of the advertising campaign.
About the Authors
L. E. Glagoleva
Voronezh State University of Engineering Technologies
Dr. Sci. (Engin.), professor, tourism and hotel business department, Revolution Av., 19 Voronezh, 394036, Russia
N. P. Zatsepilina
Voronezh State University of Engineering Technologies
Cand. Sci. (Engin.), associate professor, tourism and hotel business department, Revolution Av., 19 Voronezh, 394036, Russia
E. N. Kovaleva
Voronezh State University of Engineering Technologies
Cand. Sci. (Engin.), associate professor, higher mathematics and information technology department, Revolution Av., 19 Voronezh, 394036, Russia
L. S. Zatsepilina
Voronezh State University of Engineering Technologies
student, faculty of secondary vocational education, Revolution Av., 19 Voronezh, 394036, Russia
A. B. Sandberg
Voronezh State University of Engineering Technologies
student, faculty of continuing education, Revolution Av., 19 Voronezh, 394036, Russia
M. E. Sekhniev
Voronezh State University of Engineering Technologies
student, faculty of economics and management, Revolution Av., 19 Voronezh, 394036, Russia
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Review
For citations:
Glagoleva L.E., Zatsepilina N.P., Kovaleva E.N., Zatsepilina L.S., Sandberg A.B., Sekhniev M.E. Economic prospects of PR communications in the field of tourism. Proceedings of the Voronezh State University of Engineering Technologies. 2022;84(2):298-304. (In Russ.) https://doi.org/10.20914/2310-1202-2022-2-298-304
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