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.

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.

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 Features of Marketing Activities of Tourism Enterprises in Ukraine

2021 ◽  
Vol 8 (523) ◽  
pp. 210-216
Author(s):  
I. I. Blahun ◽  
◽  
V. V. Papp ◽  
N. V. Boshota ◽  
◽  
...  
Keyword(s):  
Special Role ◽  
Marketing Model ◽  
Tourism Product ◽  
Model Of Management ◽  
Marketing Activities ◽  
Targeted Marketing ◽  
Tourism Enterprises ◽  
Operating Organization ◽  
Product Strategies ◽  
Tourism Services

The article examines the essence, significance and features of marketing of tourism services, outlines its role and significance for tour operating enterprises, identifies the main trends in the development of the national tourism market. The authors have developed and substantiated theoretical and methodological approaches to the formation and development of the conception of marketing in the market of tourism services. The analysis and assessment of the activity of tourism organizations in Ukraine are carried out, the factors of efficiency of marketing strategy of tourism enterprises are researched. The marketing model of management of tourism enterprises is proposed. Approaches to the formation of tourism services on the basis of marketing are defined, strategic directions of development of the tour operating organization on the basis of marketing approaches in the domestic and world tourism markets are offered. Recommendations for the use of the conception of targeted marketing and development of product strategies have been elaborated. The conceptual bases of marketing activity in the market of tourism services are suggested, the special role is defined and advantages of its realization taking into account transformation of socioeconomic relations, branch features of the modern tourism market and complex character of a tourism product are shown. The functional directions of marketing development in the market of tourism services and instruments of their practical realization are presented. The proposed approach provides freedom in the choice of commercial tools of an expanded set of marketing activities, which are a strategic resource to increase competitiveness, which stimulates consumer demand, increases commercial efficiency and overall effectivity of tourism services.

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.

scholarly journals Strategic approach to managing the quality of the services of the tourism enterprise

2019 ◽  
Vol 18 (2) ◽  
pp. 19-28
Author(s):  
Andriy Honcharov ◽  
Svitlana Honcharova
Keyword(s):  
Effective Control ◽  
Advantages And Disadvantages ◽  
Enterprise Application ◽  
Tourism Product ◽  
Strategic Approach ◽  
Product Service ◽  
Tourism Enterprises ◽  
Definition Of ◽  
Tourism Services

Modern competition in the tourism sector is characterized by extreme aggravation, a departure from price levers and, at the same time, a shift to quality and differentiation of services provided. Ensuring the competitive advantages becomes possible only by applying a strategic approach to managing the quality of a tourism enterprise activity. The main aspects of the strategic approach to the management of the quality of tourism enterprise services are investigated. Definition of quality of tourism services is specified. The main strategies that are most often used in the management of the quality of the tourism enterprise are identified, aimed at ensuring the compliance of tourism services with the requirements of normative documentation and aimed at ensuring the quality of the tourism product (service) in accordance with the requirements of consumers, their advantages and disadvantages are analyzed. Areas of improvement of quality management of tourism enterprises activity are proposed, the essence of which is the clear formulation of the mission of the enterprise, as well as strategic, tactical and operational plans; constant monitoring of the market, identification of changes in consumer requirements to the quality of the tourism product and the process of service provision; improvement of methods and forms of work with personnel of the organization; creation of an effective control system at the enterprise; application of the latest technologies and modern equipment; constant targeted search and use of quality reserves.

scholarly journals FACTORS OF DIGITALIZATION OF THE MARKETING ACTIVITY OF TOURIST ENTERPRISES OF UKRAINE IN THE CONDITIONS OF GLOBAL DIGITALIZATION

2021 ◽  
Vol 7 (3) ◽  
pp. 29-36
Author(s):  
Barna Marta ◽  
Iryna Melnyk ◽  
Rostyslav Baran
Keyword(s):  
Artificial Intelligence ◽  
Cyber Security ◽  
Large Data ◽  
Tourism Industry ◽  
Data Sets ◽  
Marketing Activity ◽  
Security Measures ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Business Entities

The main purpose of the article is to determine the main current trends and factors of digitalization of the tourism industry, which have a significant impact on the efficiency and increase the performance of economic entities in the tourism industry of Ukraine. The theoretical and methodological basis of the study consisted of the publications of the economists, who analyzed the problems of formation and prospects for the development of Internet marketing. A monographic method was used to cover the scientists’ views on the research issue. Correlation and regression methods of analysis were tested in determining the factors of digitization. The article systematizes the dynamics of the development of the tourism industry and indicators of the economic activity of tourist enterprises in the global and national context. It is determined that due to the intensification of crises and quarantine measures caused by the spread of СOVID-19, the number and expenditures of tourists on entertainment, the income of tourist enterprises, the number of people employed in the tourism industry have significantly decreased. At the same time, the process of digitalization of the studied industry has accelerated in terms of the growth of investments aimed at the development of marketing startups of a digitalization nature. The evolution of marketing approaches to the digitalization of tourism industry enterprises is theoretically comprehended. The main stages include traditional individual tour operators, e-business, e-commerce, smart tourism. It is concluded that domestic enterprises of the tourism industry lag significantly behind similar business entities in terms of the process of digitalization of economic processes and marketing mix. The factors of digitalization of the marketing activity of tourist enterprises are generalized. The results of factor analysis on the importance of using elements of digitalization in the marketing activities of tourism enterprises of Ukraine are analyzed and visualized. It is determined that the most significant influence on the effectiveness of marketing activities using elements of digitalization in the tourism industry of Ukraine is exerted by such factors as: chatbots based on artificial intelligence, voice search and voice control, virtual reality, augmented reality, internet of things, robots, contactless payments, cyber-security measures, recognition technology, large data sets, artificial intelligence.

scholarly journals Tourism Development Perspectives and Challenges in Georgia in the conditions of the Pandemic (Covid-19)

2021 ◽  
Vol 104 (1-2) ◽  
pp. 118-127
Author(s):  
Irakli Kintsurashvili ◽  
Shura Ukleba
Keyword(s):  
National Economy ◽  
Marketing Research ◽  
Tourism Development ◽  
Tourism Industry ◽  
Economic Factors ◽  
Marketing Activity ◽  
Modern Management ◽  
Tourism Marketing

In the article attention is paid to tourism development in Georgia and introduction of marketing conceptions in conditions of Covid-19. The aim of research is investigation of difficulties related to marketing using in tourism field, introduction of marketing conceptions in tourist firms and taking marketing arrangements in the conditions of Pandemic. In the work there is underlined that tourism development and visiting of guests in the country is depended on marketing activity in the conditions of Pandemic nowadays. At the standpoint of its development and regeneration, it’s necessary the tourist firms to be involved in tourism industry ,to pay attention to the principles of modern management and marketing. In the work there is mentioned that if the consumers aren’t be analyzed according to demographic, geographical, psychological, economic factors and tourists aren’t be divided into segments, it’s impossible to achieve serious success in the business. In the work there are elaborated and defined the recommendations and proposals of which consideration will give us the possibility to overcome the crisis, to improve the flow of tourists in the country and to increase the number of the local visitors. Keywords: tourism, Pandemic, inner tourism, marketing research, healthcare, national economy.

scholarly journals Developing a Medical Tourism Marketing Model by a Meta-Synthesis Method

2021 ◽  
Author(s):  
Alireza Pashaeifar ◽  
Mojtaba Ramezani ◽  
Ali Janati ◽  
Yaghoub Alavi Matin ◽  
Hossein Bodaghi Khajeh Noubar
Keyword(s):  
Conceptual Model ◽  
Medical Tourism ◽  
Synthesis Method ◽  
Final Analysis ◽  
Tourism Industry ◽  
Validity And Reliability ◽  
Tourism Marketing ◽  
Marketing Model ◽  
East Azerbaijan ◽  
Tourism Services

Background: Today, medical and health tourism is one of the most promising sectors in the tourism industry in the world, which has led the organizations involved ,and the countries interested in developing tourism ,to focus their attention on this aspect of the tourism industry and plan for it. Hence, the aim of this study was to design the marketing model of medical tourism using meta-synthesis method. Methods: The present study was designed as a meta-synthesis research in several stages for East Azerbaijan Province, Iran. Accordingly, after identifying the categories, concepts and marketing codes of medical tourism and evaluating its validity and reliability, the initial conceptual model of the research was formed. Out of 100 retrieved studies, 8 studies completely related to the purpose of the study were included in final analysis. In order to present the marketing model of medical tourism, the qualitative research method of meta-synthesis,s Sandlowski and Barroso (2006) was used. Results: The conceptual model in the present study consists of 5 dimensions, 10 components and 40 indicators which can show the marketing model of medical tourism. 5 main dimensions included; quality of medical and tourism services, price of medical and tourism services, development of tourism and medicine, medical and tourism facilities and equipment, and information and communication technology. Conclusion: The results of the research show that the dimensions, components and indicators extracted from the meta-synthesis method are approved by the panel of experts. The findings provide a new model and perspective on how to market medical tourism for the Iranian tourism industry, which will help managers, planners and policy makers of the healthcare system.

scholarly journals MARKETING ASPECTS OF DEVELOPING TOURISM SERVICES MARKET IN UKRAINE & THE BALTIC COUNTRIES

2019 ◽  
Vol 5 (1) ◽  
pp. 39
Author(s):  
Ganna Gorina ◽  
Valentina Barabanova
Keyword(s):  
Functional Model ◽  
Tourism Industry ◽  
Methodological Principle ◽  
Baltic States ◽  
Baltic Countries ◽  
Marketing Activities ◽  
European Standards ◽  
The Baltic ◽  
Tourism Services

Under the conditions of modern European integration processes, the quality of providing tourism services, which should meet the requirements of the population as much as possible, gains momentum. The regulation of tourism development in Ukraine according to European standards and regulations impose the task of upgrading the tourism industry, search for innovative instruments to improve its functioning based on the best European practices example of the Baltic States. Marketing approaches in managing the demand for tourism services by means of innovative technologies are insufficiently defined. Among the scholars who investigated the marketing aspects in the field of tourism activities should be distinguished the following: N. E. Kudla, I. Yu. Martynov, O. M. Pravyk, I. M. Shkoda and so on. The methodology is based on a systematic approach to the market for tourist services, marketing analysis as a management concept for this market, on the use of modelling as a methodological principle and a method of scientific knowledge. The mechanisms of increasing the efficiency of marketing activities in the field of tourism through the structural-functional model and model of management of the marketed approach system are determined. At the present stage, the issues of finding and implementing modern mechanisms for the formation and management of demand for a tourism product remain unsolved. Results. The article is aimed at developing innovative methods for managing the process of implementing marketing approaches to the market for tourist services in Ukraine. Priority is the development of mechanisms for the formation of demand for tourism products through marking technologies. The authors developed a system of marking approaches, which includes the factors of the effectiveness of travel services; marking methods and techniques; forms of realization of tourist services. The mechanism of formation and management of demand for a tourist product, as well as communicative and social methods of increasing the efficiency of marking activity in the tourist services market in Ukraine, is determined. Practical implications. The article considers mechanisms of increasing the efficiency of marketing activities in the field of tourism. The expediency of using the European experience of the Baltic States for the development of tourism in Ukraine is emphasized. Directions of further researches are offered. The structural-functional model of the system of marketing approaches and the organizational model of operational management of the process of realization of marketing approaches to the market for tourist services are developed. Value/originality. The use of the proposed models will more effectively increase the efficiency of marketing activities in the modern market for tourist services. The authors prove that modelling, development, and implementation of models of marketing approaches is a powerful mechanism for achieving a new quality of tourism services market and Ukraine.

Marketing of Tourism Industry

2017 ◽  
pp. 304-329
Author(s):  
M. R. Dileep ◽  
Viju Mathew
Keyword(s):  
Marketing Mix ◽  
Tourism Industry ◽  
Comprehensive Approach ◽  
Visitor Experience ◽  
High Quality ◽  
Tourism Marketing ◽  
Tourist Satisfaction ◽  
Whole Process ◽  
Customer Delight ◽  
Tourism Services

Tourism, being dominated by services, has to generate tourist satisfaction which is inevitable in increasing the market share. Tourist, from the whole process of journey and engaging in various touristic activities, eventually gain an experience, often referred to as tourist/visitor experience in tourism literature. This is an eventual determinant in the tourist satisfaction and both are interrelated. Therefore, marketing is not just limited to employing certain measures and tools to attract tourists; rather it is a comprehensive approach to generate high quality tourist experience leading to customer delight as well. The inherent characteristics associated with tourism marketing make the discussion of 7 P's concept more relevant in the context of tourism, as a single composite industry and as individual industries involved in it. Against this background, an attempt has been undertaken to examine the role and relevance of marketing mix in order to enhance the competency of tourism services using various marketing mix elements.

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