Features of a complex marketing approach in management of the tourism industry


Abstract

Introduction. The tourist industry is a priority in the strategic development of a region. The main problems of research in the field of marketing tourism services are the essence and role of marketing in the development of the tourism industry, including the process of marketing management, types of strategies and marketing plans. The purpose of marketing tourism services is to attract as many customers as possible to the business entities, while providing them with the highest quality of service and guaranteeing their full satisfaction as part of the basic and expanded product.

Aim and tasks. The purpose of this article is to study specifics and the complex nature of marketing in the tourism industry.

Results. In the modern period of functioning of the economy, the service industry is developing very dynamically. In connection with this, the specificity of marketing used in travel services is also changing. The article analyzes the models of state regulation of the tourism industry. World practice separates the four models of state regulation of tourism industry. Eligible for the development of the tourist industry of Ukraine is the third "European" and fourth "Mixed" model, based on solid cooperation between the state and private business, i.e. the presence of central executive authority, recognition tourism is a priority area for the country. It is proved that the main positive point in introducing these models is that the State acts as the coordinator for the development of the tourism industry. The essence and features of the concept of "tourist demand" and "tourist offer" are also analyzed. Established in the tourist marketing system of continuous coordination of services in the marketing process with those that are in demand in the market, and which are planned to be introduced to the market with greater profits than competitors do.

Conclusions. After analyzing the current concepts of marketing in tourism, we came to the conclusion that it is necessary to consider them through the concept of marketing interaction, that is, when using social and communication techniques to enhance marketing activities in tourism. Having reviewed the model of state regulation of tourism development, it was noted that it is European model of state participation in the development of the tourism industry is acceptable for Ukraine. It would be wise to develop a model tourism management in Ukraine and its regions that will meet the peculiarities of country and will make it possible to work effectively at this stage of development of tourism in Ukraine. With regard to public relations tools as a general form of promotion of travel services, they are quite popular among tourists. However, the state needs to pay special attention to the development of recreational areas, and other areas of tourism in Ukraine.

Keywords:

marketing, tourism, tourism product, management, tourist industry

References

1. Altkorn, J. (2001). Travel Market: Essence and Characteristics. Marketing w turystyce. Warszawa: Wydawnictwo naukowe PWN, 204, 23–33.
2. Middleton, V.T.C. (1988). Marketing in Travel and Tourism. Oxford: Heinemann Profes-sional Publishing.
3. Krippendorf, J. (1971). Marketing im Fremdenverkehr. Wien.
4. Lozova, O.A. (2012). Features of the use of marketing in the activities of tourism enterprises. Culture of the peoples of the Black Sea region. 253, 35–36 [in Ukrainian].
5. Roth, P. & Schrand, A. (1995). Touristik-Marketing. Munchen: Vahlen,
6. State Statistics Service of Ukraine (2018). Tourist activity in Ukraine in 2017: Statistical Yearbook. Kiev: State Statistics Service of Ukraine.
7. Diane, Fr. A., Buquerel, F. & Lancar, R. et al. (1983). Market Academy – Marketing. Moscow: Economics, 572. [in Russain].
8. Alekseeva, Y. (2004). Influence of the state policy on the development of the tourism industry in Ukraine. Actual problems of domestic policy: Sb. sciences works К, 1, 103–107 [in Ukrainian].
9. Bozhydarnik, T.V., Bozhydarnik, N.V. & Savosh, L.V. (2012). International Tourism: Educational manual, 312 [in Ukrainian].
10. Zhukova, M.A. (2003). Management of the tourism industry in modern conditions. Extended abstract of doctor’s thesis. Moscow [in Russian].
11. Zakharova, S.G. (2009). State regulation of tourism infrastructure in Ukraine. State and regions. Zaporozhye, 1, 64–65 [in Ukrainian].
12. Kotler, P. (1998). Marketing. Hospitality and Tourism: a textbook for high schools UNITI, 787.
13. Kravchuk, I. (2008). State regulation of tourism development: foreign experience and prospects of implementation. Visnyk of Lviv National University. Series "International Relations", 24, 134–141 [in Ukrainian].
14. Kudla, N.E. (2011). Marketing of tourist services. Kiev: Knowledge, 351 [in Ukrainian].
15. Melnychenko, S.V. (2008). Information technologies in the management of subjects of tourism activity. Extended abstract of doctor’s thesis. Kiev. Retrieved from: http://tourlib.net/aref_tourism/melnychenko.htm [in Ukrainian].
16. Papiryan, G.A. (2000). Economy of tourism. Moscow: Finance and Statistics, 208 [in Russian].
17. Socio-economic problems of managing the development of regions in the context of the transformation of the economy (2007). Sb. sciences Works of the National Academy of Sciences of Ukraine. Lviv, 64–72 [in Ukrainian].
18. Teletov, O.S. (2012). Features and Prospects for Marketing of Travel Services in Ukraine. Marketing and Innovation Management, 1, 21–34 [in Ukrainian].
19. Tkachenko, T. (2004). Trends in the development of world tourism. KNETE Bulletin, 6, 80–85 [in Ukrainian].
20. Yurinets, Z.V. (2014). The main aspects of the formation of marketing policy at the enterprises of the tourist industry of Ukraine. Bulletin of Kherson State University. Series: Economic Sciences. Kherson, 6, 137-141 [in Ukrainian].
21. Lievenbrück, B. (1993). Marketing im Tourismus, Trierer Tourismus Bibliographien, Band 2, BECKER, C. (Hg.), Trier: Geographische Gesellschaft Trier.
22. Koval V. (2018). Marketing management in the development of tourism in Ukraine. Imperatives of civil society development in promoting national competitiveness: Proceedings of the 1st International Scientific and Practical Conference. Volume II, December 13–14 (pp.167-169). Batumi, Georgia: Publishing House “Kalmosani”.
Published
2018-12-31
How to Cite
(1)
Zamlynskyi, V.; Yurchenko, N.; Haltsova, O. Features of a Complex Marketing Approach in Management of the Tourism Industry. Economics Ecology Socium 2018, 2, 64-76.
Section
Market mechanisms of entrepreneurship development