METHODOLOGICAL PRINCIPALS OF THREE-LEVEL SYSTEM OF COOPERATIVE MARKETING IN THE UKRAINIAN TOURISM
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2018, Vol 19, Issue 1
Abstract
The task of this article is to work out methodical positions and practical recommendations for formation of the cooperative marketing system. This system is considered to be the preferred means of Ukrainian travel agencies for effective functioning in conditions of globalization. The subject of research is scientific and methodological issues and praxeological aspects of marketing activity of the tourism agencies, the prospects for effective implementation of the cooperative marketing concept in tourism. The methodology of research includes such methods as: system analysis, morphological analysis, the historical method, desk review, methods of marketing research (desk and field). The foundation of cooperative marketing system development for tourism agencies has been accentuated. The way of organizing a general cooperative marketing system is proposed in the form of three-level closed cycle: macro-, meso- and micro-level. The article confirmed that the concept of balanced tourism is an important condition of development of the cooperative marketing system in Ukraine. The stages of organizing tourism centers have been highlighted. The development of those proses is a necessary requirement to create a cooperative marketing system for tourism agencies. The elements and logic for creating the infrastructure of information support have been worked out for the tourism agencies.<br/><br/>
Authors and Affiliations
Liudmila Shulgina
Keywords
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- EP ID EP346290
- DOI 10.5604/01.3001.0012.0502
- Views 49
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