THE ROLE OF PR AND ADVERTISING IN THE ORGANIZATION OF TOURIST TRAVEL IN WARTIME
Abstract
The article reveals the role of PR and advertising in the organization of tourist trips during the war. The main indicators characterizing the development of tourism in Ukraine for 2020-2022 are analyzed. The expediency of advertising during the war is considered. This article discusses the types of advertising and PR used to develop and promote tourism in Ukraine. The state of travel companies in martial law is described. New types of tourism that are expected to appear after the war are analyzed. The centers of restoration of tourism and the organizations of tourist travels on the west of Ukraine are revealed. Problems that need to be solved are systematized: attracting investments, increasing effective demand, strengthening the competitiveness of the tourism sector in foreign markets. The paper shows whether it is possible to restore tourism after the war: the experience of countries. The article summarizes the prospects of active influence of advertising and PR on the tourism sector. The state of tourism today largely depends on advertising. Advertising provides tourism with great opportunities for growth and development, even in wartime. Without advertising, it would be difficult to restore the tourism sector, and not everyone would use the services of tour operators. Given the rapid development of tourism in the pre-war period, advertising and PR-technologies can be a major driver in the recovery of tourism. Like many other industries, advertising and PR reacted sensitively to the imposition of martial law in the country and the beginning of a full-scale armed aggression against Ukraine. Travel companies began to shrink sharply and reformatted into humanitarian centers to help displaced people. And advertising, in turn, reacted very sensitively to changes in the country's economy. To reunite tourism and advertising, we had to get used to the war and learn to live in a new reality. Because the country must function, and the tourism sector must support the country's economy through taxes.
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