MARKETING STRATEGY AS THE FACTOR OF INCREASE OF EFFICIENCY OF THE TOURISM INDUSTRY
Journal Title: Науковий вісник Ужгородського національного університету. Серія: Міжнародні економічні відносини та світове господарство - Year 2018, Vol 18, Issue 3
Abstract
In today's business environment, the marketing strategy is the basis of strategic marketing planning in the tourism industry. The article analyzes the essence and features of the concept of "tourism" and "tourism industry". Various scientific approaches to the definition of the essence of the concept of «marketing strategy» are investigated. It is proposed to distinguish the characteristic features of the value of a tourist product. The dynamics of tourist flows of Ukraine is analyzed. The main problems in ensuring the efficiency of the tourism industry of the country are determined.
Authors and Affiliations
N. I. Yurchenko
Keywords
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- EP ID EP671969
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