USE OF LINEAR ALGEBRA METHODS IN THE MARKETING ACTIVITIES OF A TOURIST ENTERPRISE

Abstract

The study examines the application of matrix methods in the marketing activities of a tourism enterprise. In the context of the dynamic development of the tourism market and increasing competition, the use of modern mathematical tools for market data analysis, demand forecasting, and marketing strategy optimization becomes particularly important. Matrix methods of linear algebra serve as an effective means for solving a wide range of marketing tasks, including the analysis of relationships between key indicators, customer segmentation, evaluation of advertising campaign effectiveness, and resource allocation. The research focuses on the use of matrix models for processing large volumes of marketing data. The application of principal component analysis methods is considered to identify the most significant factors influencing demand and consumer behavior. The use of cluster analysis methods based on matrix calculations allows for segmenting the tourism services market and creating individualized offers for different customer categories. Analyzing cost structures and forecasting profitability using matrix models contributes to improving the effectiveness of advertising campaigns and increasing the profitability of tourism enterprises. The study also explores the application of singular value decomposition (SVD) in the development of recommendation systems that enhance the personalization of marketing communications and improve customer satisfaction. The paper also examines consumer behavior modeling and forecasting changes in customer preferences. Special attention is given to the analysis of social networks and the evaluation of content marketing effectiveness using matrix methods. The research findings confirm that matrix methods are a powerful tool for analyzing and managing marketing processes in the tourism sector. They contribute to enhancing a company's competitiveness, improving strategic planning, and increasing customer satisfaction levels. The obtained conclusions can be used for developing analytical models in the marketing activities of tourism companies, ensuring greater efficiency in their operations.