Аdvertising of tourist directions of the Ternopil region

Purpose. The aim of the article is to analyze the changes that have occurred in modern advertising and to find the best ways of advertising the tourism product of Ternopil region. Methodology of research. General and special methods are used in the course of the research, in particular: systematic analysis – to reveal the essence of basic categories; methods of analysis and synthesis – in substantiated the process of finding the best ways to advertise types of tourism; methods of observation and generalization – when considering the changing role of advertising in the modern world. Findings. The characteristic features of modern advertising in the sphere of tourism are considered. Changes in approaches to the advertising process that are taking place in the market are analyzed. The transformation of the advertising consumer himself and the transition of his role from secondary to the main one in initiating the advertising process are analyzed. The ways of promotion of different types of tourism of Ternopil region are offered. Originality. It has been proven that modern advertising has undergone a significant transformation, namely the transition from marketing the advertised product to providing information services about it. It has been established that the consumer of advertising himself has undergone the change. He initiates the advertising process, actively seeking the information he needs. The methods of advertising the tourist product of Ternopil region in terms of its types are offered. Practical value. The obtained results of the study can be used by tourism organizations of Ternopil region in choosing the method of promotion of their services, which will contribute to the constant growth of the number of clients and, accordingly, the successful functioning of the tourist organization in the market. Key words: tourist product; advertising; advertising process; tourist opportunities; types of tourism; advertising means; consumer of advertising; advertising media; advertisers.