Abstract:

In the world of rapidly evolving technology and the digitalization of the economy, consumers are constantly changing. Tourists are among the first. This necessitates a constant review of marketing communication tools and the search for a more effective way to reach the consumer. In recent decades, the pace of change has become faster, as media consumption has increased. Public behavior, media consumption, level of involvement and their expectations influence the transformation of applied communication tools (Gorlevskaya, 2016, pp.252-253).