THE IMPLICATIONS OF MARKETING RESEARCH FOR TOURISM DURING THE COVID-19 PANDEMIC

2021 ◽  
pp. 82-89
Author(s):  
Svitlana Panchenko ◽  
Svitlana Litovka-Demenina
Keyword(s):  
Marketing Strategy ◽  
Marketing Research ◽  
Systemic Activity ◽  
Market Monitoring ◽  
Methods Of Analysis ◽  
Tourism Product ◽  
New Challenges

The purpose of the article is, taking into account the importance of marketing research in the field of tourism, to propose an adequate marketing strategy for a tourism enterprise in the context of the Covid-19 pandemic. Methodology – the application of methods of analysis, synthesis, comparison, generalization, forecasting, as well as the use of systemic, activity-based, histori- cal approaches. The scientific novelty is in the proposals for solving problems in the field of tourism, in particular, in conducting marketing research at travel companies in the conditions of Covid-19. Conclusions. As a result of the study, it was found that tourism organizations require market monitoring in the context of Covid-19, constant and consistent marketing research in connection with the reformatting of the market with new challenges of the time. Keywords: marketing research, pandemic, Covid-19, tourism product, tourism

The impact of COVID-19 on the development of marketing research in tourism during a pandemic and the global crisis

2021 ◽  
pp. 74-83
Author(s):  
Svetlana Litovka-Demenina ◽  
Panchenko Svitlana
Keyword(s):  
Research Methodology ◽  
Marketing Research ◽  
Global Crisis ◽  
Methods Of Analysis ◽  
Tourism Product ◽  
Travel Agencies ◽  
New Challenges ◽  
The Impact

The purpose of the article – to clarify and improve the basic practical ap- proaches in the use of marketing research, to offer them systematically The research methodology consists in the application of methods of analysis, synthesis, comparison, generalization, forecasting, as well as in the use of sys- temic, activity, historical approaches. The scientific novelty is that this article presents proposals for solving problems in the field of tourism, in particular in conducting marketing research on travel agencies in the COVID-19, the transition to new marketing moves, taking into ac- count the new challenges of the time. Conclusions. The study found that tourism organizations need to monitor the market under COVID-19, constant and consistent marketing research in connection with the reformatting of the market and the tough challenges of the time. Keywords: marketing, marketing research, marketing tools, pandemic, COVID-19, strategy, tourism product.

The process of marketing research in the tourism sector

2020 ◽  
pp. 128-136
Author(s):  
Litovka ◽  
Demenina
Keyword(s):  
Marketing Strategy ◽  
Research Methodology ◽  
Marketing Research ◽  
Point Of View ◽  
Systemic Activity ◽  
Theoretical Approaches ◽  
Market Monitoring ◽  
Tourism Sector ◽  
Travel Agencies ◽  
The Subject

The subject of the research is a set of theoretical and practical aspects of the use of basic marketing research in planning the work of a tourist organization. The purpose of the article is to clarify and improve the basic theoretical approaches in the use of marketing research, to offer them systematically at each stage of developing the marketing strategy of a tourism enterprise. The research methodology consists in the application of methods of analysis, synthesis, comparison, generalization, forecasting, as well as in the use of systemic, activity, historical approaches. The results of the work – presented proposals for solving problems in the field of tourism, in particular in conducting marketing research at travel agencies. The problematic issues in the field of tourism from the point of view of the analysis of the market of specific services arecovered. Conclusions. Tourism organizations need market monitoring, constant andconsistent marketing research due to high competitiveness and time challenges.

Religious tourism management: prospects for development in Ukraine

2020 ◽  
pp. 109-116
Author(s):  
Panchenko Svitlana
Keyword(s):  
Research Methodology ◽  
Marketing Research ◽  
Systemic Activity ◽  
Tourism Management ◽  
Methods Of Analysis ◽  
Religious Tourism ◽  
The Subject ◽  
Management Functions

The subject of the study is the management of religious tourism. the purposeof the study are ways to improve the sphere of religious tourism with the help ofthe main management functions. the research methodology consists in the application of methods of analysis, synthesis, comparison, generalization, forecasting,as well as in the use of systemic, activity, historical and cultural approaches.theresults of the work – proposals are presented for solving the problems of religioustourism, taking into account the specifics of this sphere. The problematic issuesin the field of religious tourism from the point of main management functions arehighlighted. conclusions – the study found that religious tourism has great potential in terms of management and marketing research in the field of tourism.

Marketing Strategy and Differential Advantage

1983 ◽  
Vol 47 (2) ◽  
pp. 68-75 ◽  
Author(s):  
Victor J. Cook
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Marketing Mix ◽  
Portfolio Analysis ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
New Paradigm ◽  
Methods Of Analysis ◽  
Theoretical Function ◽  
Strategic Force

Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of strategic marketing ambition, relates this concept to the marketing mix, and then derives a theoretical function linking strategic ambitions and investments with market share. An operational measure of differential marketing advantage is introduced, and the. methods of analysis are applied in an illustration of competitive investments, marketing strategy and differential advantage.

scholarly journals Methods of Resolving Problems Connected with Raising Competitiveness of Mobile Application

2021 ◽  
Vol 18 (2) ◽  
pp. 170-177
Author(s):  
I. P. Lebedeva
Keyword(s):  
Marketing Strategy ◽  
Mobile Applications ◽  
Mobile Application ◽  
Marketing Research ◽  
Application Software ◽  
High Quality ◽  
The One ◽  
Analytical Platforms ◽  
Further Development ◽  
Adequate Analysis

Problems that should be resolved by marketer when a new mobile application is put on sale can be divided into two groups. The 1-st one is connected with customer attraction, the 2-nd one – with his/her retaining. On the one hand, resolving these problems is directly connected with advertizing campaign and marketing research, however the majority of companies – developers of mobile applications have no financial possibilities for marketing accompaniment of application entering market. The article studies research, which can be done by own forces. With adequate analysis they can lead to high-quality results and increase in the number of users. Apart from that the author proposes the method of analyzing event arrangement in application software section, which can help keep an eye on user’s steps and interpret them to find key problems of the application. This method of event arrangement is not new for developers and it is offered by existing analytical platforms, however interpretation of obtained results and subsequent company steps can become a serious task. Further development of such methodology based on analytics, segmentation and reviews of users could resolve a problem of developing by companies-developers of mobile applications their own marketing strategy verified in practice.

scholarly journals MODERN DIGITAL MARKETING TRENDS AND THEIR INFLUENCE ON THE MARKETING STRATEGY FORMATION

2021 ◽  
Vol 1 (54) ◽  
Author(s):  
Valentyn H. Hnoievyi ◽  
◽  
Oleksandr M. Koren ◽  
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
New Technologies ◽  
Digital Communication ◽  
Marketing Research ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Digital Platforms

The article has dealt with the current trends of communication aspects of company’s relations with the customers. The emphasis is placed on the necessity to review the companies’ marketing strategies, in particular, due to communication constraints and the corresponding changes in the format of both direct and feedback with the customers. Restrictive measures have changed the format of competition, having created the conditions for its concentration in cyberspace. Changes in the nature of interpersonal communication predetermined by the limited personal activity and the introduction of remote forms of interaction, have generated demand for innovative ways of communication with customers. Other factors that require the adjustment of marketing strategies include the emergence of new behavioral capabilities of consumers associated with the intensive development of digital communication channels. It has been noted that in the digital communication environment, digital platforms provide the main format of communication with the existing customer base and potential customers. In addition, prompt acquisition and processing of data on purchasing behavior of customers allows companies to increase significantly the “sensitivity” of marketing research and optimize their own marketing decisions. Among the areas of increasing targeting and personalization of product offerings, the use of elements of artificial intelligence and voice search has been accentuated. Moreover, the use of artificial intelligence greatly facilitates and simplifies the work of marketers on the processing and initial analysis of the growing flow of digital marketing data, as well as provides greater efficiency. It has been concluded that widespread use of voice assistants in e-commerce requires companies to rethink radically their approaches to internal data processing, IT investment and customer engagement strategies. Active integration of chatbots into various communication platforms is able to make them universal tools for both business and consumers, which will allow them to become a familiar part of the user experience. Implementation of virtual reality and augmented reality elements in the interface of company websites can significantly diversify the process of collecting information by users and push them to unplanned purchases. It has been indicated that the growing standards of personalization and new rules of customer confidentiality will continue to require companies to be flexible and introduce new technologies in order to adapt permanently their business to new conditions. Focusing on building trust with customers based on digital communications will enable companies to create a long-term integrated marketing strategy and concentrate on the multi-channel nature of customer experience.

scholarly journals IMPROVEMENT OF MANAGEMENT OF MARKETING ACTIVITY OF POULTRY ENTERPRISES

2021 ◽  
Author(s):  
Viktoriia Zhmudenko
Keyword(s):  
Marketing Strategy ◽  
Fast Food ◽  
Policy Development ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Marketing Management ◽  
Communication Policy ◽  
Poultry Products ◽  
Theoretical Approaches

The article systematizes theoretical approaches to defining the essence and role of marketing poultry products. Emphasis is placed on ensuring the protection of the interests of domestic producers, as well as increasing food production and improving their quality. The experience of organizing the marketing of producers of poultry products and its use in domestic practice is summarized. Peculiarities of marketing management of poultry enterprises are determined. Marketing research has been conducted to identify the influence of factors on the formation of consumer preferences when buying turkey meat. The main tasks of selling poultry products are indicated, namely: determining the volume and quality of sold products; control over the implementation of supply plans and contractual obligations for the sale of products; control over product sales prices; calculation of the commercial cost of goods sold; determination of revenue and financial results from the sale of poultry products. It is noted that production volumes should be functionally dependent on consumer demand. The study identified the marketing strategy of the company, adapted to the market of poultry products and proved that the marketing of poultry products should provide not only the optimal volume and quality of products, but also its diversity and availability at affordable prices. Measures to increase the efficiency of marketing management are substantiated, namely: increasing the production of refrigerated products and entering directly into the consumer market - in retail chains, consumer cooperation and further expansion of branded stores; increase of deliveries of production to areas of area and diversification of business on a vertical; creation of own fast food network of this enterprise. It was found that the most effective and promising is a competitive marketing strategy, which aims to constantly increase the market share of enterprises and will include increasing sales by improving communication policy, development of sales network and expanding the range of poultry products. For poultry enterprises, this is an additional opportunity to increase margins and increase sales.

scholarly journals The sustainable promotion strategy of transfer hub in megapolis

2021 ◽  
Vol 258 ◽  
pp. 01007
Author(s):  
Мarianna Ababkova ◽  
Olga Vasileva
Keyword(s):  
Marketing Strategy ◽  
Consumer Satisfaction ◽  
Methodological Approach ◽  
Marketing Research ◽  
Strategy Implementation ◽  
Public Facility ◽  
Promotion Strategy ◽  
Communication Space ◽  
Local Residents ◽  
Development And Management

This article presents a methodological approach to the development of promotion strategy for a transport hub in a metropolis. In response to the modern megapolises’ growth, transport hubs perform the role of multi-functional public facility, implementing a wide set of not only transport and logistics services, but also a combination of social, shopping and entertainment functions to passengers, both tourists and local residents. The material deals with the concept of transfer hub as a transport and communication space – a territory of human existence and activities, so the issues of integration of promotion tools and marketing strategy implementation are vital on every stage of transfer hub’s existence. The adaptation of the Rodrigue-Notteboom model is proposed with the embedded marketing tools and activities to ensure transfer hub’s functioning as a transport and communication space. The stages of marketing promotion strategy implementation include marketing research of region’s economic and geographical position, traffic development and management, consumer satisfaction, promotion and marketing support of transfer hub’s services and commercial facilities among the population and tourists. The implementation of transfer hub project based on the effective marketing strategy to change certain social and cultural environment and the traffic psychology of the population of the metropolis area.

Analysis of hotel names in Croatia as a tool of marketing strategy

2010 ◽  
Vol 16 (2) ◽  
pp. 207-218
Author(s):  
Mario Plenković ◽  
Vlado Galičić ◽  
Vlasta Kučiš
Keyword(s):  
Marketing Strategy ◽  
Tourism Product ◽  
Or Groups ◽  
Market Communication ◽  
Marketing Activities ◽  
Place Of Origin ◽  
Marketing Tool ◽  
Business Trip ◽  
Product Promotion

Viewed globally, hotel guests can be classified according to the reason for their arrival (business trip or vacation), their numbers (individual guests or groups) and their place of origin (domestic or foreign guests). To provide services of the best quality possible, the hotel staff must understand the wants and needs of guests. One of the ways to do this is to find out the manner in which guests choose hotels. It is generally known that if a guest has already stayed in a particular town, the chances are that he will choose to stay in the same hotel again, providing, of course, that he was satisfied with services rendered. If a guest has never been to a particular town before, there is a greater possibility that he will choose a well-known hotel or one that is easy to reach. A factor that in addition to advertising, personal recommendations, hotel location and prices can influence the choice of a hotel is prejudice based on the name of a hotel. Based on the assumption that a hotel’s name can represent an important marketing tool, foremost in market communication, this paper analyses the names of all categorised hotels and apartment hotels in Croatia. The surveyed names of hotels are classified according to different criteria that could, with the application of additional marketing activities, be used to gain a better position on the tourist-generating market. Also, during a guest’s stay, a hotel’s name can be used to enhance and improve its performance, providing the name is exploited in an appropriate marketing manner. This implies «creating stories» linked to a hotel’s name and using its name in the gastronomic, cultural, entertainment and other fields of hotel- and tourism-product promotion.

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