INNOVATIVE APPROACHES TO USE MARKETING INSTRUMENTS IN TOURIST BUSINESS

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INNOVATIVE APPROACHES TO USE MARKETING INSTRUMENTS IN TOURIST BUSINESS

Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 5, Issue 67

Abstract

Effective work of travel companies in the domestic and foreign markets requires knowledge and consideration of objective market laws, the ability to organize regular receipt and operational use of market information, the ability to increase the competitiveness of services provided, etc. All these are the elements of marketing – one of the most effective concepts of a market economy. It is based on the results of marketing activities that most commercial operations on the world market are conducted. The increasing importance of marketing and the need to develop a marketing strategy on a global scale are evidenced by the results of special studies, according to which more than 75% of commercial failures in the tourist market are to reasons associated with marketing mistakes, and less than 25% to other reasons. Marketing is a strategic philosophy of the firm, which indicates what goods and services need to be produced for certain consumers. Marketing defines the goals and assesses their achievements, and thus directs the enterprise to its continuous development. Like in any other industry, in tourism, the role of marketing is large and is a system of interrelated tools used by the firm for targeted demand management. Marketing activities in tourism include the following: research of tourist-recreational potential, the location of the tour operator and other regions and countries; research of the local market for tourist products; establishment of partnership relations with the elements of the tourist infrastructure; planning of separate structural elements included in the tourist service basket; creation of a tourist product on the basis of the conclusion of agreements with the parties that financially provide tours; setting the price for tourist products; promotion, marketing of tourist products to potential consumers; formation of internal marketing or relation marketing. In modern conditions marketing in a tourist enterprise becomes a key element in the formation and preservation of the competitiveness of this type of business. Saturation of the tourism market suggestions leads to a decrease in the effectiveness of traditional means of influence on the consumer. More significant changes are also due to the transformation of consumer behavior. All this requires the introduction of strategic marketing planning in tourism firms and, as a consequence, marketing investment revisions and targeting them into effective communication channels, brand positioning and optimization of business portfolios.

Authors and Affiliations

A. V. Prorochenko, O. A. Radchenko

Keywords

marketing tourism marketing marketing research promotion communications advertising price

EP ID EP562270
DOI 10.32782/2520-2200/2018-5-19ммммммм
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