Вплив цільової цифрової реклами на підвищення стійкості сектору туризму та подорожей під час криз продовольчої безпеки з використанням підходу моделі загальної рівноваги (CGE)

Анотація

Проаналізовано вплив кризи продовольчої безпеки на сектор подорожей і туризму з врахуванням цільової цифрової реклами Google Ads, на підвищення стійкості сектора. Розглянуто процеси управління туристичним попитом, підвищення обізнаності мандрівників про сталі туристичні напрямки та збільшення бронювань у взаємозв’язку з викликами продовольчої безпеки. Дослідження використовує модель загальної рівноваги (CGE) для кількісного аналізу економічних наслідків кризи продовольчої безпеки на туризм. Проаналізовано дані з цифрових рекламних кампаній щодо рівню бронювань і туристичного попиту, оптимізація цільової аудиторії за допомогою Google Ads. Доведено, що криза продовольчої безпеки нерівномірно вплинула на різні економічні сектори, але не є екзистенційною загрозою для майбутнього туристичної галузі. Однак удосконалення стратегій цифрової реклами може допомогти перенаправити попит на більш сталі туристичні напрямки, підвищити впевненість мандрівників і підтримати економіки постраждалих регіонів. Використання ефективних методів цифрового маркетингу може пом’якшити економічні виклики, пов’язані з продовольчою безпекою, завдяки точному таргетингу. Запропоновано нові погляди на взаємозв’язок між кризою продовольчої безпеки та цифровим маркетингом у туристичній галузі, підкреслено використання Google Ads як інструменту для просування сталого туризму та пом’якшення економічних наслідків глобальних криз, що є сферою, яка досі недостатньо досліджена.

Ключові слова: продовольча безпека, туризм, криза, ТДА, обчислювана модель загальної рівноваги.

DOI: 10.15276/mdt.9.1.2025.2

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