Advertisement as a means of reducing the information asymmetry for tourism enterprises

Abstract

The article deals with the essence and role the asymmetry of information on the tourism market, reasons for its objectivity and subjectivity, the need to reduce (liquidation) for development of the tourism market. It is proposed to use the information signals as a means for reducing the asymmetry of information. Advertisement is studied as one of the most common information signals for reducing the asymmetry of information. The model for formation of complex advertising products is proposed. Its use for advertisement creation will reduce the asymmetry of information to a minimum and, hence, will increase the number of customers and sales volumes of tourism products. The methodical approach for assessing the usefulness (quality) of advertising for reduction of the information asymmetry depending on cost efficiency for the creation and distribution of advertising means.