Use of Digital Detox Trend in Foreign and Domestic Marketing Communication

Abstract

The article describes the practice of using in marketing communication a new public request associated with stress and fatigue of modern man from constant connection and information noise, and the resulting desire to take a break from the phone, computer and Internet. The article States that these sentiments, first of all, adopted the tourism business, which began to offer such a service as a no-gajet holiday, no-gajet tour, during which customers abandon modern technology and are engaged only in analog practices-communication with nature and with each other, yoga, horse riding, surfing and other activities depending on the place of stay. In addition, the desire to stay offline is increasingly used by catering and recreation, restaurants and cafes, including fast food. However, as the comparative analysis shows, the foreign experience in this direction is much richer and longer than the domestic one, which is primarily due to the high level of Internet penetration in Europe and the United States, and hence earlier than we have, the onset of fatigue from constant connection.