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Features of the Development of a Modern Marketing Strategy of Tourist Destination through Social Networks
Huriev V. O., Dykan V. V.

Huriev, Vladyslav O., and Dykan, Valeriia V. (2021) “Features of the Development of a Modern Marketing Strategy of Tourist Destination through Social Networks.” Business Inform 3:260–266.
https://doi.org/10.32983/2222-4459-2021-3-260-266

Section: Management and Marketing

UDC 661.65

Abstract:
The article analyzes the current tendencies in the development of marketing strategy through social networks, describes in detail the theoretical aspects of the development of modern marketing strategies for tourist destination. Taking into account the fact that the development of society dictates the requirements for the development of the market and the entities that fulfill economic management therein, it can be said that the process of developing a modern marketing strategy requires new approaches to the management of economic entities and the development of an adaptive action plan that will ensure their successful implementation. In particular, we are talking about marketing activity strategies that are developed and implemented in accordance with the general management strategy of an economic entity. In the context of the present day pandemic, the current marketing strategy is one of the main components of the successful functioning of an enterprise or organization. The latest trends in marketing through social networks are considered. Based on the analysis of modern social networks and theoretical information, a marketing strategy for tourist destination is offered. It is concluded that under today’s conditions it is advisable to develop domestic tourism – for the full functioning of the tourism industry in times of crisis. Facebook and Instagram are chosen as the main platforms for promoting the tourist destination, as these networks currently have the largest number of potential customers in Ukraine. A step-by-step plan for the implementation of a marketing strategy has been developed. Also, based on data analysis, as a social media promotion instrument has been chosen targeted advertising that allows to find potential customers and implement a marketing strategy with the main KPI – more potential customers at lower costs.

Keywords: marketing, tourism, destination, Internet marketing, marketing strategy, trends, social networks.

Fig.: 3. Tabl.: 1. Bibl.: 16.

Huriev Vladyslav O. – Postgraduate Student, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Dykan Valeriia V. – Doctor of Sciences (Economics), Professor, Professor, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

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