BUSINESS INFORM №2-2016

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Section: Management and Marketing
UDC 338.486
Korzhenko K. A.
Peculiarities of Developing the Complex of Marketing Communications in Tourism Organizations (p. 383 - 388)
The article is aimed at development of the effective marketing communications complex, based on identifying and substantiating peculiarities of the tourism industry sector. Trends in the functioning of contemporary tourism have been considered, the problems impeding its development have been determined. The main problems are: high degree of uncertainty in the market, domestic and international political instability, seasonal fluctuations in the demand for tourism services, increased competition and a steady trend of alignment in terms of qualitative indicators of services, limited financial, material, human and managerial resources. The special role of marketing communications in ensuring efficient functioning and strengthening of competitive positions of tourism organizations in current conditions of society globalization, both at the domestic and international markets, have been determined. The process of development of the complex of marketing communications has been examined. A two-tier model of communication impact by tourism organizations has been considered. The model of communication process has been improved, taking account of the specificity of tourism service. The basic principles for the process of improving the complex of marketing communications in tourism organizations have been systematized.
Keywords: tourism organizations, complex of marketing communications, marketing communications, model of communication, tourism, peculiarities
Fig.: 2. Bibl.: 9.

Korzhenko Katerina A. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Kharkiv Institute of Trade and Economics of Kyiv National University of Trade and Economics (8 Otakara Yarosha Lane, Kharkіv, 61045, Ukraine)
Email: [email protected]

Article is written in English
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Reference to this article:
Korzhenko, Katerina A. (2016) “Peculiarities of Developing the Complex of Marketing Communications in Tourism Organizations.” Business Inform 2:383–388.

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