THE MARKET OF TOURIST SERVICES UNDER THE CONDITIONS OF GLOBALIZATION PROCESSES
Journal Title: Вісник Кременчуцького національного університету імені Михайла Остроградського - Year 2017, Vol 2, Issue 107
Abstract
Purpose. The paper deals with the characteristics of the possibilities of the modern market of tourist services, in particular, via the internet advertising that provides the advertiser with the instruments for reaching the target audience on a global scale. It is stated that the Internet develops much faster than any other advertising means in Ukraine. Methodology. We have applied the expert forecasting of the use of the latest means of information policy to promote the tourism product. We have correlated the simulated result with the received through questionnaires of consumers of the tourist market. Results. It is proved that the use of social networks for the promotion of tourist products makes it possible to essentially cut the expenditure on the communication policy. The basic means of tourist business promotion in social networks are determined, namely: the creation of own Internet site, the creation of own page in the social network, promotions and contests in the social networks, virus marketing, target advertising, “the grapevine” among the participants of existing groups. Originality.The authors state that modern social networks allow the use of the latest advertising tools for tourist products, which becomes the basis for reducing the costs of a tourist enterprise to interact with the user of the tourist product. Proceeding from the actualization of the problem of promotion of a tourist product to the global market, the authors proposed the main means of visualizing tourism business in social networks. Practical value. The obtained research results suggest that there is a market segment in the field of tourism where the promotion of a tourism product without the use of the newest means of the Internet network becomes unprofitable and requires the attraction of additional financial sources that does not contribute to the formation of a positive tourist climate in the country.
Authors and Affiliations
І. Trunina, G. Likhonosova, O. Hrechyshkina
Keywords
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