METHODOLOGICAL ASPECTS OF CREATING MARKETING STRATEGY OF TOURISM ENTERPRISES
Journal Title: Інфраструктура ринку - Year 2018, Vol 18, Issue
Abstract
Today, the tourism industry is the industry that is dynamically developing in the world economy. Given the severe competition on the world market for tourism enterprises, the issues of strategic planning of their activities and the formation of the marketing strategy for enterprise management remain relevant. The article analyses the basic principles and methods of formation of the marketing strategy of tourism industry enterprises. It is found that the marketing goal of the enterprise is to conquer the market share and maintain market positions and it necessitates the formation of a strategy. In turn, implementation of the marketing strategy of the tourism enterprise is aimed at creating an attractive tourist product. It is determined that the specificity of marketing policy in the tourism sphere consists in multilevel marketing complex of the enterprise. The basic tasks and necessary conditions for implementation of the marketing strategy of the tourism enterprise are determined. It is summarized that the effective marketing strategy of the tourism enterprise ensures the success of its commercial activity, profitability, and becomes a guarantee of the economic development.
Authors and Affiliations
R. B. Kozhukhіvska
Keywords
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