THE POSITIONING TOURISM ENTERPRISE ON THE TOURIST MARKET OF UKRAINE
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2015, Vol 4, Issue 169
Abstract
Conducted according to the financial statements and statistical analysis of financial and business tourism enterprises Ukraine suggests that the positioning of tourism enterprises is different segment of tourist flows, depending on the direction of travel. Use rating Tour operator based integrated assessment possible to identify three groups of tourism enterprises: high, medium and low integrated assessment and to evaluate differences in responses by the rating and ranking based on integrated assessment. The influence on the value of integrated assessment index synergistic effect of integrated marketing communications was the largest that can offer include the calculation of this indicator in analytical work of the marketing department of tour operators to improve the policy of integrated marketing communications business travel. Positioning – an important reference point for the development of tourism enterprises. How the travel company positioned in the market, largely depends on its market success. The image of the travel agency, part positioning, often plays a decisive role in solving tourists or may not have to deal with this travel agency. Systematic work positioning could significantly increase its effectiveness.
Authors and Affiliations
Olena Ivanenko
Keywords
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- EP ID EP401027
- DOI 10.17721/1728-2667.2015/169-4/5
- Views 54
- Downloads 0
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