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Digital marketing technologies create new ways for driving customers in spa-product purchasing, providing feedbacks and endorsements due to new methods of communication, supporting and reinforcing Spa-resort product producers and distributors promises. Actually, at this time resort market has no effective and united strategy for SPA-resort product promotion and sales, which has to be based on modern digital marketing instruments. The review of digital SPA-resort market in Black Sea resorts and Caucasian Spas areas revealed the lack of coordination between providers of natural curative resources, tourist’s accommodation means, healthcare facilities and travel organizers. Ignoring the specifics of SPA-resort product and uniqueness of its nature in its promotion and merchandising causes the drop-in sales because of the decrease in consumer interest and lack of information about variety of product benefits for health resumption. Thus, recommendations and suggestions about possible ways of joining efforts in SPA-product rout-to market with use of digital marketing technologies would show a large return to the resort industry in a long-term period.

Digital marketing in the SPA-resort product promoting