scholarly journals OVERCOMING CRISIS PHENOMENA OF TOURISM ENTERPRISES THROUGH APPLICATION OF MODERN MARKETING TECHNOLOGIES

2021 ◽  
Vol 2 (162) ◽  
pp. 105-111
Author(s):  
V. Svitlychna
Keyword(s):  
Negative Impact ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Marketing Environment ◽  
Tourism Marketing ◽  
Tourism Product ◽  
Pull Marketing ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Priority Needs

The issues of finding new ways to overcome the crisis of tourism enterprises are studied. The factors of negative impact of the Covid pandemic on the tourism industry are revealed. Attention is focused on the study of marketing activities in the process of survival of tourism enterprises. Emphasis is placed on studying the peculiarities of the use of digital marketing tools by tourist enterprises. The aim of the work is to study digital marketing activities to ensure the sustainability and full functioning of the tourism sector on the basis of flexibility and adaptability to changes in internal and external environment. The article presents the thesis that the successful functioning of enterprises is based on the skillful use of market patterns, forecasting its priority needs and available resources, competent competition for the consumer. The author of the article states that marketing is a managerial creative activity aimed at increasing the volume of production (goods, works, services), their sales, based on a thorough study of consumer needs and which ensures the achievement of strategic goals of enterprise development. Acting as a lever to regulate the processes of production and sales, marketing constantly monitors existing markets and searches for new markets, new consumers, new products (goods, works, services), analyzes their requirements and requests, explores all alternatives and offers the most appropriate. The author emphasizes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction, we believe that a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. Qualitatively new conditions of the growing volumes of the digital marketing environment force marketers to solve difficult tasks on attraction of attention of new and new consumers. In such circumstances, we can safely say that the tools and technologies of digital marketing play a major role in influencing consumer behavior. In addition, modern marketing can no longer work effectively without the use of modern digital technologies. The article proposes a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that the enterprises of the tourist sphere in the conditions of rapidly changing epidemiological circumstances are forced to radically restructure their activities taking into account significant changes in consumer requirements and the spread of digitalization of the world economy. In order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.

MARKETING TOOLS: EFFICIENCY OF USE IN THE PROCESS OF FUNCTIONING OF TOURIST ENTERPRISES

2017 ◽  
Author(s):  
Vіktorіya Svitlychna ◽  
Keyword(s):  
Negative Impact ◽  
Digital Marketing ◽  
Video Broadcasting ◽  
Tourism Marketing ◽  
Sustainable Operation ◽  
Tourism Product ◽  
Rapid Spread ◽  
Pull Marketing ◽  
Marketing Activities ◽  
Tourism Enterprises

Aspects of overcoming the crisis of tourist enterprises are studied. The factors of negative impact of the coronavirus pandemic on the tourism business are highlighted. Attention is focused on the study of marketing activities in the process of functioning of tourist enterprises in the difficult conditions of the pandemic. Emphasis is placed on the relevance of the use of digital marketing tools by tourism enterprises. The purpose of the work is to study digital marketing measures to ensure the full functioning of tourism enterprises on the basis of flexibility to change the internal and external environment. The author notes that tourism marketing is a process of organizing the activities of a tourism enterprise to develop, form and promote new types of tourism services by meeting the needs of tourists in order to provide the highest quality tourism product and profit for the tourism enterprise. The article substantiates that the stagnation of tourism enterprises exacerbates the issue of finding and implementing anti-crisis measures for the tourism business. In this direction a significant role belongs to the use of tourism marketing tools. The content of specific features of marketing in the field of tourism is revealed. Emphasis is placed on the fact that digitalization has directly affected the marketing activities of tourism enterprises. The author substantiates that this gave impetus to the rapid spread of digital marketing. The article offers a range of digital marketing tools for tourism enterprises. These are: the transition from website marketing to social networking; creation of high-quality, cognitive, interesting content; transition of marketing policy from push-marketing to pull-marketing; promoting the formation of the most positive personal feedback in electronic form; application of online video broadcasting technologies. The author emphasizes that in order to prevent destructive phenomena, the tourism business must be flexibly and dynamically transformed, ensuring its sustainable operation and increasing the potential for post-quarantine recovery.

Marketing activities for the market of tourist services

2021 ◽  
pp. 115-122
Author(s):  
Nataliia Lytvyn ◽  
Yuliya Yarova
Keyword(s):  
Tourism Industry ◽  
Marketing Activity ◽  
Tourism Marketing ◽  
System A ◽  
Marketing Function ◽  
Tourism Product ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Definition Of ◽  
Tourism Services

The article is considered the features of marketing activities in the tourism industry and conceptual approaches marketing technologies in the field of tourism. Profound understanding of destination marketing tourism. The article analyzes the system of formation of marketing activities in the market of tourism services. The concepts of «Marketing activity in the market of tourism services» are considered in details. Tourism is not only an economic, but also a social, cultural, environmental and political phenomenon. Based on this, tourism marketing should be used with the maximum possible consideration of all these factors. Then it will to a large extent reflect the interests of both travel agencies and tourists. Given that tourism is a complex system, a symbiosis of economics, politics, ecology, culture, close coordi- nation of marketing of various organizations and enterprises is necessary to achieve a positive marketing effect. The definition of «Tourism Product» in a narrow and broad sense is considered and its main distinguishing features are characterized. The main guidelines of the marketing activities of the marketing function in tour- ism are determined. The concepts of «Marketing activity in the market of tourism services» are considered in detail, according to which it is established that the goals of tourism enterprises should be realized due to the high-quality satisfaction of customers’ needs in a sufficiently long period of time. It has been established that those companies in the tourism sector will be able to achieve real success, creatively and unconventionally apply the marketing concept, are constantly search- ing within it for new ways to adapt to changing market conditions, and are ac- tively influencing the market and consumers. Keywords: tourism, tourism industry, tourism marketing, marketing technology, travel companies.

The modern concept of tourism marketing on the example of Ukraine and Poland

2021 ◽  
Vol 27 (1) ◽  
pp. 104-115
Author(s):  
Janusz Soboń ◽  
Joanna Rogozińska-Mitrut ◽  
Ruslana Selezneva ◽  
Konstantin Sapun
Keyword(s):  
Value Chain ◽  
Positive Impact ◽  
Tourism Industry ◽  
Modern Concept ◽  
International Tourism ◽  
Marketing Environment ◽  
Tourism Marketing ◽  
Polish Experience ◽  
Tourism Enterprises ◽  
Tourism Potential

The marketing environment of the tourism business can be conditionally divided into two parts: internal and external. Marketing control is a constant, systematic and impartial verification and assessment of the state and processes in the field of marketing, in other words, comparing the norm and the real state. The need of the Ukrainian tourism industry for direct investment significantly exceeds the existing investment offer in the domestic financial market. In today's realities of Ukraine, there are many conditions for increasing the interest of potential foreign investors in the international tourism business, but there are a number of conflicting factors. The current state of formation and implementation of the existing tourism potential, taking into account the Ukrainian market of tourism services, can be characterized as uneven. In the case of Poland, a more systematic approach to the development of the international tourism business is typical. The active cooperation of local entrepreneurs in the development of the tourism function of the region has a positive impact on their own competitiveness by increasing the level of value created in the value chain for tourists. Recommendations are given for the further development of Ukrainian tourism business marketing based on Polish experience, the basic principles that should be implemented in the marketing activities of Ukrainian tourism enterprises, while finding state, regional and local authorities support, which ultimately can give a positive result for the development of the industry and the country as a whole.

scholarly journals Modern marketing technologies as a factor of increasing competitiveness of tourism enterprises

2020 ◽  
pp. 104-108
Author(s):  
O. V. Shpyrnya ◽  
E. Y. Globa ◽  
V. A. Dragina ◽  
V. I. Miroshnichenko
Keyword(s):  
Information And Communication Technologies ◽  
Communication Technologies ◽  
Integrated Approach ◽  
Tourism Industry ◽  
Competitive Advantages ◽  
Tourism Product ◽  
Information And Communication ◽  
Tourism Enterprises ◽  
Tourism Services ◽  
Modern Technologies

Promotion of a tourism product and individual tourism services today is impossible without the use of modern marketing technologies. Their application is currently the key to the competitiveness of the tourism industry enterprises in the tourism services market. The article notes the penetration of various technological innovations in the activities of tourist enterprises, the development of information and communication technologies and the digitalization of marketing communications with the internal and external environment. The specifics of the formation of unique competitive advantages of the tourism industry enterprises is considered. Attention is focused on the need to demonstrate the main achievements, the uniqueness of the services provided on the website of the tourism industry enterprise. It is noted that the use of modern marketing technologies should not imply a rejection of classical methods of promotion. It is proposed to use an integrated approach that allows you to most effectively combine the provisions of classical marketing and the potential of modern technologies.

scholarly journals PRICING POLICY IN TOURISM AS ONE OF THE FACTORS IN FORMING IMAGE OF DESTINATION

2017 ◽  
Vol 11 (3) ◽  
pp. 14-26
Author(s):  
Валентина Ячменева ◽  
Valentina Yachmeneva ◽  
Наталья Фокина ◽  
Natalya Fokina
Keyword(s):  
Negative Impact ◽  
Price Policy ◽  
Tourism Industry ◽  
Pricing Policy ◽  
Factors Influencing ◽  
Tourism Product ◽  
The Republic ◽  
Tourist Center ◽  
Tourist Service

There are several challenges on way to the forming modern international tourist center on the territory of Crimea meeting the criteria of a year-round, demand and competitiveness. The harmonization of tourism product’s prices and its quality is the main among them. Existing currently unbalanced price policy of tourist service enterprises in the territory of the peninsula could have a negative impact on the region’s image and lead to the loss of competitive position in the market of tourist services. This explains the relevance of this study and its purpose. The research aimed at evaluating the experience of successful development of tourism in foreign destinations and analyzing the factors influencing the pricing policy of tourist service enterprises in the Crimean destinations. To achieve the objectives of the study the authors analyze the approaches to the definition of "destination" and "image". There are a variety of definitions of these terms, but they are all focused on a consumer’s comprehensive perception of tourism product. The distinctive features of main consumer of tourist services in Crimea are established. The reasons for the success of tourism in the destinations in Turkey and Egypt are analyzed. The authors have revealed that the government's efforts to support enterprises in Crimean tourism industry create preconditions for improving the quality of tourism products and the introduction of pricing policies aimed at reducing prices. The article provides an analysis of the factors influencing the pricing policy of tourist service enterprises in Crimean destinations through the method of PEST-analysis. The authors concluded that the current pricing policy of the majority of tourist service companies on the territory of the Republic of Crimea, is apart from the pricing policy of its nearest competitors, does not meet the quality of service and, therefore, does not meet the expectations of the consumers.

scholarly journals Innovative Approach to the Formation of a System of Strategic Marketing Management of Tourism Enterprises in Conditions of Market Uncertainty

TEM Journal ◽  
2020 ◽  
pp. 1076-1087
Author(s):  
Elena Voskresenskaya ◽  
Nataliya Shandova ◽  
Alyona Sofiienko
Keyword(s):  
Negative Impact ◽  
Tourism Industry ◽  
Marketing Management ◽  
Strategic Marketing ◽  
Competitive Advantages ◽  
Market Uncertainty ◽  
Long Run ◽  
Tourism Enterprises ◽  
Different Levels ◽  
Practical Recommendations

The main purpose of the study is to develop methodological basis and practical recommendations in respect of the formation of a system of strategic marketing management of enterprises in conditions of market uncertainty. The urgency of solving this scientific problem consists in the fact that the construction of the market structure of the modern economy requires to solve many strategic managerial tasks on different levels. Within this context, one of the important tasks is to elaborate strategic approaches to advance enterprises in the tourism industry, which allow to use the opportunities of the external and internal environment effectively, to minimize the negative impact of environmental factors, to sustain and to develop competitive advantages in the long run.

scholarly journals The consequences of internal marketing activities on emotional labor in tourism industry

2017 ◽  
Vol 14 (2) ◽  
pp. 1909 ◽  
Author(s):  
Tülay Polat Üzümcü ◽  
Ayşe Günsel ◽  
Adem Yavaş
Keyword(s):  
Customer Satisfaction ◽  
Emotional Labor ◽  
Structural Equation ◽  
Equation Model ◽  
Internal Marketing ◽  
Tourism Industry ◽  
Surface Acting ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Matters Of Concern

In today`s globalized business environments the road to survival and success is through customer satisfaction. Particularly for the service companies, employees are also required to show emotional labor in the service delivery in addition to their physical performance based on the fact that customer satisfaction is directly related to the emotions displayed by employees. Canalizing employees to perform emotional labor is an important issue. Here, the internal marketing practices emerge as a managerial tool. Accordingly employees perceptions towards internal marketing practices that are considered to have important consequences on companies,  and the way internal marketing practices affect employees ‘emotional labor behavior are the matters of concern.  The purpose of this study is to examine how internal marketing activities in tourism enterprises affect the behavior of emotional labor of the staff working in tourism enterprises. In this study, the effects of internal marketing activities on to the behavior of emotional labor of employees were examined. The survey was conducted on 136 employees working in hotel businesses operating in the Kocaeli province tourism sector and the hypotheses developed to investigate whether the internal marketing policies applied by hotel operators affect the behavior of emotional labor and the hypotheses developed for this purpose were tested with structural equation model as the SmartPLS 2.0. The literature of the study as conceptually has been extensively reviewed and after the analysis the findings of the research have been interpreted according to the literature. Findings show that internal marketing practices are positively and significantly related to surface acting and deep acting. Moreover, findings do not provide any empirical evidence to support the direct relationship between internal marketing practices and emotional mismatch. In addition to that, in the study some issues such as the importance of emotional labor for tourism enterprises and the relationship between the practices of internal marketing and emotional labor are discussed and suggested

scholarly journals Prospects for development of inbound tourism in Ukraine with using of digital marketing tools

2020 ◽  
pp. 205-219
Author(s):  
Olga Nazarenko
Keyword(s):  
Life Quality ◽  
Geographical Location ◽  
Climatic Conditions ◽  
Tourism Industry ◽  
Online Marketing ◽  
Theory And Practice ◽  
Digital Marketing ◽  
Necessary Condition ◽  
Inbound Tourism ◽  
Tourism Enterprises

The article considers the issues of theory and practice of digital marketing to solve the problems of the tourism business. It is shown that the use of online marketing tools is a necessary condition for the successful development of tourism enterprises. The current state, problems and prospects of development of tourist services market of Ukraine are analyzed. It was found that the priority directions are the development of both inbound and domestic tourism, which are important factors in improving of life quality in Ukraine, creating additional jobs, replenishing the foreign exchange reserves of the state and improving the brand image of Ukraine in the international arena. It has been determined that the strategy of inbound tourism development should provide for the use of a structural and functional method that allows combining various components of the tourism industry and its infrastructure. The main problems that hinder the development of the tourism industry in the country and require further solutions are considered. It is proved that it is possible to stimulate the development of inbound tourism possibly by improving the information and technical infrastructure, improving the service quality, and development of international tourist routes. According to the results of the study, it is proposed ways to increase the subscriber base, create valuable and relevant content for customers, personalize communication with customers and automate this process, as well as formulate recommendations for turning a new customer into a loyal one. It is proved that there are all prerequisites for the tourism sphere development in Ukraine, since Ukraine has significant recreational potential: favorable geographical location, favorable climatic conditions, varied relief, an extensive transport network and preserved monuments of cultural heritage.

Tourism in Digital Era: The Influence of Digital Marketing on the Intention to Visit Museum

2021 ◽  
Vol 37 (3) ◽  
pp. 274-287
Author(s):  
Jasmine Rahma Amalia ◽  
◽  
Ita Musfirowati Hanika ◽  
Keyword(s):  
Digital Media ◽  
Word Of Mouth ◽  
Tourism Development ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Creative Economy ◽  
Electronic Word Of Mouth ◽  
Tourism Marketing ◽  
Master Plans ◽  
The Republic

The growth of digital media usage in tourism industry over the last decade all over the world has led Menteri Pariwisata dan Industri Kreatif Republik Indonesia (the Ministry of Tourism and Creative Economy of the Republic of Indonesia) to establish tourism digital marketing as one of national tourism development master plans from 2010 to 2025. It was noticed that a tourism development vision could be pursued by achieving several goals, such as developing synergistic, excellent and responsible tourism marketing to increase domestic tourist visits. To implement the master plan and to gain more visitors, most of the tourism sectors including museums have increasingly utilised digital media. As one of the favourite museums in DKI Jakarta, Bank Indonesia Museum has engaged the visitors through Instagram and Electronic Word of Mouth (E-Wom). The objective of this study is to explore the influence of Instagram @museum_bi posts and E-WOM on the intention to visit the Bank Indonesia Museum. The method used was empirically verified through a survey which was distributed to Instagram followers of @museum_bi and analysed with SPSS. The results of this study revealed that the spread of Instagram @museum_bi posts, electronic word of mouth, and the posts of Instagram @museum_bi and electronic word of mouth simultaneously influenced tourists’ intentions to visit the Bank Indonesia Museum. Keywords: Instagram, electronic word of mouth, visit intention, media exposure, museum.

Achieving good economic results in tourism

1996 ◽  
Vol 2 (1) ◽  
pp. 15-23
Author(s):  
Mihajlo Aćimović
Keyword(s):  
Technological Development ◽  
Optimal Level ◽  
Product Success ◽  
Tourism Product ◽  
Mediterranean Countries ◽  
Marketing Application ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Tourism Economy ◽  
Development And Management

Good economic results in tourism are achieved through tourist expenditure. The way in which these results are achieved in the receptive tourism country or region depends on the optimal level of the designed tourism offer and suitability towards the tourism spending. In relation to natural and other preconditions for tourism Croatia's tourism offer is not exhausted. On the contrary, the countries tourism product is outdated, reflected in low tourism spending compared to other competitive Mediterranean countries. Tourism enterprises do not use marketing application sufficiently, and strategic marketing is very little or not at all used. To correct the present situation it is necessary to reconstruct the tourism offer and innovate Croatia's tourism product. Success in tourism in the European tourism market will become more dependent on harmonising marketing technological development and management. All of this points to the necessity of the application of marketing strategies which is a means for achieving marketing activities' goals in the tourism economy.

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