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BUSINESS INFORM №3-2018

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70

Section: Management and Marketing
UDC 338.486.3
Skarha O. O.
The Conceptual Foundations for Ensuring the International Competitiveness of Tourism Company in the Context of Globalization (p. 435 - 442)

The article is aimed at defining the conceptual-strategic principles of ensuring the international competitiveness of tourism enterprise. As result of research the essence and value of management of competitiveness of tourism enterprise in the conditions of globalization were considered. Factors of formation of competitive advantages, and also the reasons determining competitiveness of a tourism product have been determined. The main aspects of formation of quality of services provision have been identified. On the basis of the carried out research, the concept of integrated marketing communications has been formed, which is a combination of traditional ways of communication activity with the only synchronized communication, oriented towards establishing the multichannel relationships with different target audiences, with choosing an own marketing model for each audience. Application of the given concept would allow to optimally choose means of communication and to provide more effective realization of a tourism product at the international market of tourism services that will promote companies’ overgrowing their local status and gaining their self-importance on a global scale.
Keywords: international competitiveness of tourism company, globalization, marketing concept.
Fig.: 2. Tabl.: 1. Bibl.: 12.

Skarha Oleksandra O. – Candidate of Sciences (Economics), Associate Professor, Department of Management, Mariupol State University (6 Preobrazhenska Str., Kyiv, 03037, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Skarha, Oleksandra O. (2018) “The Conceptual Foundations for Ensuring the International Competitiveness of Tourism Company in the Context of Globalization.” Business Inform 3:435–442.


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