The dissertation is a complex research of theoretical, methodical and practical aspects of management of marketing communications of the resort and recreational enterprise. According to the results of the comparative analysis of the essence of the resort-recreational service as a basic concept in the management of marketing communications of the resort-recreational enterprise, the content of the service is compared and the following are added: The system of marketing communications of the resort-recreational enterprise is substantiated taking into account digitalization of marketing activity. The concept of "diffuse brand of a resort and recreational enterprise" is introduced into the terminology of the subject of research. It is determined that the diffuse brand of the resort-recreational enterprise is the result of multicomponent features of the resort-recreational service, which are formed due to the interpenetration of the signs of the sanatorium-resort, hotel and recreational services. The process of formation of the diffuse brand of the resort-recreational enterprise which reveals qualitative attributes of the resort-recreational service concerning maintenance of personalized service and formation of loyalty of consumers of the resort-recreational enterprise is offered. The theoretical basis of management of marketing communications of the resort-recreational enterprise as a dynamic system is developed through the analysis of features of communication interaction "resort-recreational enterprise-consumer" which is provided by mass communications, empathetic marketing, emotional marketing, personalized marketing. It is determined that the management of marketing communications of the resort-recreational enterprise is aimed at achieving the goal of marketing activities of effective promotion of the resort-recreational service, providing personalized service, forming segments of loyal consumers and creating a diffuse brand. Based on the "VALS +" model, the segments of consumers of resort and recreational services were studied and identified, namely: innovative, active, passive, conservative. The importance of choosing and differentiating the means of marketing communication for each consumer segment is emphasized. Emphasis is placed on the peculiarities of the formation of an immersive environment for the management of marketing communications of a resort and recreational enterprise. The method is offered and tested on the basis of multidimensional statistical analysis of indicators, a direct connection between indicators of marketing, operational, economic activity of the resort-recreational enterprise and temporality of dynamics of expenses on types of marketing communications which is caused by seasonality of functioning is established. In the conditions of reduction of significance of linear forecasts parametric modeling allows to offer reasoned types of marketing communications for stimulation of consumer demand for resort and recreational services. The information-analytical support of marketing communications management of the resort-recreational enterprise is presented, the initial information of which is the regional peculiarities of the enterprise functioning, the needs of the consumers of the resort-recreational service, the components of the marketing communications system. Information and analytical support of marketing communications management of the resort-recreational enterprise allows to substantiate the targets of marketing activities and determine the optimal sequence of actions to achieve them, intermediate (current) criteria for evaluating the results, namely the budget for marketing communications, marketing management effectiveness. Models of influence of the system of marketing communications on economic activity of the resort and recreational enterprise are developed. It is proved that the application of the analog model of estimating the dependence of the amount of profit on the structure of costs for marketing communications of the resort-recreational allows to determine the priority and economically justified type of marketing communications of the enterprise. A method for evaluating the effectiveness of marketing communications management of a resort and recreational enterprise is proposed and tested.
