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The Role of Marketing in Activating the Activities of Tourism Business Entities
Papp V. V., Blahun I. I., Boshota N. V.

Papp, Vasyl V., Blahun, Ivan I., and Boshota, Nelja V. (2020) “The Role of Marketing in Activating the Activities of Tourism Business Entities.” Business Inform 11:473–477.
https://doi.org/10.32983/2222-4459-2020-11-473-477

Section: Management and Marketing

UDC 338.48

Abstract:
The article substantiates the role of marketing in the development of the market of tourist services. The authors believe that the commercial success of the company in the tourism market significantly depends on the extent to which it can support the existing structure of the target needs of real and potential customers and form an optimal portfolio of travel services. In these conditions, marketing is a strategic guideline, the purpose of which is to establish long-term relationships at the micro and macro levels. The study substantiates that the expansion of the traditional boundaries of marketing of tourist services is associated with the formation of a new paradigm of relations with contact audiences, based on the formation and maintenance of loyalty to the travel agency and its services. The article examines the structure of the tourism market, identifies the features of marketing in the field of tourism and develops marketing measures for tourism entities (to form a product developed in accordance with the studied demand on the basis of strategic planning of the company’s activities; offer a tourist service in the right place of specific segments of consumers at reasonable prices; provide a service of quality). The study substantiates the priority of the marketing concept for entities that intend to work in the market of tourist services.

Keywords: marketing, tourism, enterprise, strategy, development, market, tourist service.

Fig.: 1. Tabl.: 1. Bibl.: 8.

Papp Vasyl V. – Doctor of Sciences (Economics), Professor, Professor, Department of Management, Management of Economic Processes and Tourism, Mukachevo State Unіversity (26 Uzhhorodska Str., Mukachevo, 89600, Ukraine)
Email: [email protected]
Blahun Ivan I. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Management and Marketing, Vasyl Stefanyk Precarpathian National University (57 Shevchenka Str., Ivano-Frankіvsk, 76018, Ukraine)
Email: [email protected]
Boshota Nelja V. – Candidate of Sciences (Economics), Chief Accountant, Mukachevo State Unіversity (26 Uzhhorodska Str., Mukachevo, 89600, Ukraine)
Email: [email protected]

List of references in article

Baibarak, Ye. V. “Znachennia marketynhu v turyzmi“ [The Importance of Marketing in Tourism]. Perspektyvy rozvytku turystychnoi industrii v Ukraini: rehionalni aspekty. Uman: Vizavi, 2013. 163-165.
Bodnaruk, O. V. “Vykorystannia innovatsiinykh marketynhovykh tekhnolohii v turystychnii industrii“ [Using Innovative Marketing Technologies in the Tourism Industry]. Visnyk Pryazovskoho derzhavnoho tekhnichnoho universytetu. Seriia «Ekonomichni nauky», no. 37 (2019): 97-104. DOI: https://doi.org/10.31498/2225-6725.37.2019.187943
Danko, N. I., and Kurinna, S. S. “Suchasni tendentsii marketynhu na turystychnykh pidpryiemstvakh“ [Modern Trends of Marketing in Tourist Enterprises]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm», no. 7 (2018): 102-108.
Zaburanna, L. V., and Sirenko, K. V. “Osoblyvosti kompleksu marketynhu na pidpryiemstvakh sfery turyzmu“ [Features of the Marketing Complex at the Enterprises of the Sphere of Tourism]. Aktualni problemy ekonomiky, no. 10 (2010): 58-63.
Zaiachkovska, H. A. “Evoliutsiia teorii marketynhu turyzmu“ [Evolution of Tourism Marketing Theory]. Istoriia narodnoho hospodarstva ta ekonomichnoi dumky Ukrainy. 2010. http://politics.ellib.org.ua/pages-5718.html
Obolentseva, L. V., and Pavlenko, A. A. “Marketynh ta yoho rol u rozvytku turystychnoi industrii rehionu“ [The Marketing and Its Role in the Tourism Industry of the Region]. International Scientific Journal, no. 9 (2015): 141-145.
Tielietov, O. S., and Kosolap, N. Ye. “Osoblyvosti ta perspektyvy marketynhu turystychnykh posluh v Ukraini“ [Features and Prospects of Tourist Services Marketing in Ukraine]. Marketynh i menedzhment innovatsii. 2012. https://essuir.sumdu.edu.ua/bitstream-download/123456789/25331/1/Tyelyetov.pdf
Derzhavna sluzhba statystyky Ukrainy. http://www.ukrstat.gov.ua

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