The tourism industry is currently experiencing some difficulties. One of the issues is the usage of outdated marketing strategies or a refusal to advertise their firm at all. As previously stated, information technology is continuously growing, with new, improved devices appearing every day, numerous applications to aid in work, social networks gaining traction, and commerce migrating online, all of which have a good impact on society.

The interactive marketing plan of a travel agency has several objectives:

— determines the directions in which the travel agency’s marketing activities should be built and developed (sales territories, types of tourism, sales volumes, etc.);

• connects marketing goals to the travel agency’s overall objectives;
• forces the company to proceed from the current market situation for tourist services;
• assists in the correlation of marketing costs with financial and material

This way of developing and marketing a tourism product is particularly effective when dealing with corporate clientele. A growing number of businesses are attempting to be more socially conscious. As a result, the planning of collective leisure for employees at the expense of organisations and enterprises maintains Kazakhstan’s good traditions.

In recent years, people use Instagram to search for information several times more often than Yandex or Google. As a result, the profile of the company becomes its hallmark. To begin with, an Instagram promotion package will be presented, which was built after identifying and correcting the company’s shortcomings.

Secondly, the purpose of an Instagram account is to “hook” a visitor and turn them into a follower and then a purchase, so they need to grab the attention of the person who clicked on the business account within the first few seconds. To the visitor, every visual information available on a travel agency profile should explain the history of the company. To some extent, this helps to achieve uniformity in the design of the profile. An experienced designer can help with this. After that, sample accounts with a single style will be provided [1].

If company uses all of these strategies, it may easily locate target market and increase sales. When these tactics are combined with offline marketing, the number of clients can be doubled. After all, remember that the company’s authority is based on the personnel in the workplace. If they don’t want to engage with clients on social media and advertise that their firm is «the greatest» and that their personnel are «professionals,» the company will eventually fail. In any event,each form of promotion necessitates the hiring of specialists, which comes at a considerable cost, not only in terms of their salaries, but also in terms of the advertising budget. It’s important to remember that the sooner a corporation gets a skilled specialist, the less money it’ll lose.

The site’s revamp is the third point. The site’s goal is to convert visitors into customers. The website should be simple to navigate and understand. The first screen should include a travel agency logo, information sections, and all text on the main screen should be on the left; it is preferable if the text is presented as an offer — a profitable offer. Consider some examples of the correct compilation of the site and social networks.

The site should include a block with customer reviews, always with images of customers, in order to increase customer confidence in the organization. It is also worth including a block with the team, corporate directors and facility managers. The visitor sees the faces, team and descriptions of each employee, which gives him confidence.

Add a Benefits section to your site, among other things. Some of the most important benefits of a travel firm need to be considered.

“Leave a request”, “order”, “request a consultation” and other similar blocks, the most responsible on the site. This is a form that needs to be filled out. The form serves as a means of communication with the firm. A potential client will simply close the site and look for another travel agency if he does not notice it on the site.

In the fourth promotion point, you can specify the launch of targeted advertising on the Instagram social network. A highly qualified specialist will do this correctly, his work involves:

— definition and analysis of the target audience;

— analysis of the market and competitors;

— building an advertising layout for each target audience;

— launching targeted advertising on Instagram through a Facebook account;

— analytics.

— placement of the site in the Yandex catalog. One of the many well-known search engines is Yandex. If you ensure that the resource is reviewed by Yandex administrators and added to the catalog, you can expect an increase in traffic, which will help with promotion.

First of all, there is an increase in the number of materials created by users.

Most people take a tour package vacation at least once a year. If a first visit to a travel agency is usually random, a second visit is contingent on how attentive the travel agency is to the visitor’s needs. The visitor’s primary requirement is for the company to pay attention to them. If the client has previously utilized the services of a travel agency, the employee may request his permission to send him promotional travel mailings “maybe you will like anything”.

Thus, the travel company gets the opportunity to show constant (but not intrusive) Attention to its client, reporting:

-About new tours and routes;

-About tourist trips for Christmas or New Year;

-About new prices in hotels, about discounts for accommodation or travel;

-About discounts for «hot» tours and about other tourist novelties that may be of interest to the client [2].

A webinar is a video conference that takes place live. It is held to showcase tourism-related products. A webinar features a speaker (or two or three), as well as an audience. Because the programmers are transmitted to a vast audience, the speaker usually does not see the audience and communicates with them via chat. An online conference and a live stream are comparable but not identical to a webinar.

Table 1

Types of online events

The webinar is used for sales: they offer to buy the product in plain language and accept applications, and they demonstrate not only the features, but also scenarios for how to utilize the product. There are two types of webinars: selling and non-selling. Because every webinar that mentions a product sells, this separation is conditional. Clients that visit selling webinars are encouraged to take a certain action, like as submitting a request or placing an order. Non-sales personnel assist clients in learning how to use the goods they have purchased or in raising brand awareness.

A webinar usually consists of three blocks: greetings, content and answers to questions. Greetings is a short block at the beginning of the broadcast, which is needed to check the quality of the connection, introduce the speakers, tell how the webinar will be useful to the viewer, and show the plan of the online meeting.

The content part is the largest block. Reveals the topic of the webinar: conduct training or product presentation.

Q&A is the final block of the webinar. During the broadcast, participants can ask questions in the chat — they gather and at the end answer the most popular or important from a business point of view. The structure of a selling webinar is different from the classic one. It has a sales window: a separate time for collecting applications or payments. Usually this block goes at the end of the content part. All webinar blocks are accompanied by a presentation [3].

Thus, using these tools, the company can develop interactive marketing. These types of interactive marketing not only build close and strong relationships with customers, but also move the business forward. Interactive marketing tools are especially important for a travel company. Because it helps to establish direct contact with tourists. Society is changing as new professions emerge, jobs expand, and new income opportunities emerge. When creating an Internet platform to increase service consumption, it’s important to remember that the research done allows to present its description in the form of a system that serves as the foundation for the creation of an information and communication platform, allows to quickly create tours, and is made up of the following components:

• an interchange of individual service offers — formalization of the tourist information space
• tour designer — a service integration tool;
• Tour adaptations that take into account tourist profiles [4].

It is required to develop an integrated system that includes not just individual tourism market participants’ information systems, but also user information spaces (tourists). The creation of such an integrated system faces the same challenges as the creation of distributed information systems from heterogeneous elements, namely:

1. It must first and foremost meet the requirements of complexity and consistency, covering the majority of market participants and it must meet the requirements of flexibility and consistency, covering the majority of market
2. In such a model, information is spread and can be very precisely structured at each node and The modularity of the structure, which predetermines such an important quality as adaptability, which permits, for example, flexible response to changes in legislation, puts forward another significant criterion — the grouping of nodes and flows into subsystems.
3. The system must meet the scalability (i.e. expansion) and openness requirements (i.e. ease of development). These specifications must be met while developing any modern distributed
4. The system is heterogeneous (that is, it must support the interaction of various information systems from different organizations, developed on different machines, using different programming languages, and running on different computer platforms (operating systems, hardware, and so on). When the components of a distributed information system are heterogeneous but can work together as a whole, the components are said to be
5. The system must also be able to duplicate components on various computers, increasing the failure tolerance of such systems
6. Any big-scale system storing a large amount of data requires a high level of
7. A necessity is simplicity of learning, which includes both an intuitive interface and clear documentation, as well as possibilities for staff

• Developer support, which may include:
• free or significant discounts on new software versions;
• methodological literature transmission;
• hotline consultations;
• the option to attend developer-sponsored seminars and other activities
• assistance, particularly in the event of non-standard conditions requiring immediate involvement by the development business [5].

Given the specialization of the company and its status as a travel agent and tour operator, the marketing department should pay special attention to researching the target audience. For marketers, it is crucial to determine the range of potential consumers of the company, their requirements and wishes, financial opportunities, and then determine the set of actions aimed at attracting and retaining them.

Although the basic tools of internet marketing are believed work, it is most successful to employ them in tandem. Complex Internet marketing can be implemented at a business with the help of:

1. Hiring an Internet marketer is this will instantly improve the company’s marketing efforts, but finding a professional takes time, and there are no assurances that the company will get the required
2. For an Internet marketing agency, this will ensure that results are guaranteed, as evidenced by the contract and statistics; additionally, not just one specialist, but an entire team will work on

For the effectiveness of Internet marketing, is invited to do both web development (create a website) and Internet promotion, for this it is necessary to consider which Internet marketing tools will be involved.

1. Contextual and banner advertising (this also requires a Landing page).
2. Optimization for search engines (quality content is needed: blog, content marketing).
3. Promotion of SMM (communities in social networks). It has a price list for the services of the Internet agency [6]. The project’s implementation expenses are outlined in Table 2.

Table 2

Project implementation costs

According to the Internet firm site traffic ranges from 2,500 to 20,000 visits each year, with an average of 11,250 visits. At the same time, the greatest conversion rate is 30%, while the average conversion rate is 10%. That is, 10% of all site visitors will take any specified action (purchase, registration, subscription, visiting a specific page, clicking on an advertisement link, etc.) and will become potential consumers of the company. As a result, the average number of potential clients each year who can be recruited using Internet marketing tools may be calculated:

11,250 * 0.1 = 1,125 potential customers The cost of hosting and organizing a webinar

The main costs of preparing an online seminar:

1. Webinar space rental
2. Lecturer fee
3. Presentation order
4. Webinar Advertising Webinar space rental:

The fare for 150 people varies from $20 to $250. The price of a webinar depends on the functionality of the service, the quality of the broadcast, the number of possible participants, and a number of other factors.

2. Lecturer fee:

Prices may vary, usually the fee is $70-120. It depends on the «title» of the lecturer, his achievements and work experience in the relevant field. On average, an adequate price is $ 100 for 1 hour of broadcasting. For this money, the tutor prepares an interesting program and conducts a webinar taking into account the goals and wishes.

3. Presentation order

An effective webinar should always include a quality presentation. It is simply necessary for a visual demonstration of the tutor’s speech, so that the audience can

visually perceive the information received. Creating a good set of slides is a time- consuming task and takes from 10 to 20 hours. The average cost for such work is $ 60.

4. Webinar Advertising:

To get the maximum effect from the webinar, will need to gather as many people as possible for it. There are several most effective ways to promote webinars. To estimate the budget, need e-mail newsletter, advertising in social networks and contextual advertising.

E-mail newsletter: The price may vary depending on the service use and the size of the subscription base. On average, for 1000 addresses, the price is about $10.

Advertising in social networks. There is a wide range of prices here.

Placing an advertising post on popular public pages (500,000 — 4,000,000 members) VKontakte for 24 hours is from $50 to $200. But keep in mind that every minute the post will go down, because the tape does not stand still. Pinning to the top of the page for a couple of hours can cost $500. On average, the cost of advertising on social networks is $100.

Сontextual advertising:

There are a large number of services of this type of advertising, but it is recommended to pay attention to the two most popular resources — Google Adwords and Yandex Direct.

They have a lot of features that will help create a successful advertising campaign. Here can select the necessary keywords, choose the optimal cost per click, and much more. The cost of a click, depending on the subject, can be estimated at $0.03-$20. In advertising agencies, the minimum recommended budget for this direction is $200. The service of setting up and managing contextual advertising will cost about another $60. However, it should be noted that this is a conditional amount, because it is extremely difficult to calculate the budget for this area.

Final count

The cost of creating and promoting a webinar is approximately $580 (it is 251 619,78 tenge).

Table 3

The total cost of the webinar

With proper promotion, the webinar will bring together 30-80 people. Sometimes more, some seminars boast an audience of 300-800 people. But it needs stop at the real figure is 50 people. Now on the market, the average cost of a webinar is about $25. To multiply 50*25 = $1250.

Table 4

Profit from webinar

The expenses of the webinar are 580 $, it is 251 000 tenge. The income from it 1250 $ and it will be 542 284 tenge. The profit of the webinar will be approximately 670 $ or 290 664 tenge. It is a good income for the travel company.

А tourism product, which is a complex of services and goods, tangible and intangible goods and resources designed for tourist consumption, is summarized using data from the modern tourism market. Consumers of the tourism industry (tourists, travel agencies, tour operators, and so on) are increasingly using the Internet to conduct their business. The client uses the network to look up information about travel companies, countries, and specific services. In this sense, the travel company must establish an Internet platform in order to increase the sale of services.

I           n conclusion, in a travel agency, marketing activities are carried out as a sum of all phases assumed within the scope of such management — analytical, stages of developing a marketing policy, organizing the promotion and sale of a tourist product, and subsequent control. Their development is carried out by marketing department specialists in consultation with the company’s director and under his direct supervision and direction. The analytical stage entails doing marketing research, which serves as a foundation for the travel agency’s following marketing activity planning. A medium or short-term marketing plan for a travel agency is created during the planning stage. The development of measures and procedures for the formation, promotion, and effective marketing of the tourist product occurs during the implementation stage of the marketing plan. The control stage entails the implementation of the marketing control function, which is essential for marketing management in any firm.