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Features of Marketing Activities of Tourism Enterprises in Ukraine
Blahun I. I., Papp V. V., Boshota N. V.

Blahun, Ivan I., Papp, Vasyl V., and Boshota, Nelja V. (2021) “Features of Marketing Activities of Tourism Enterprises in Ukraine.” Business Inform 8:210–216.
https://doi.org/10.32983/2222-4459-2021-8-210-216

Section: Management and Marketing

UDC 338.48:339.138

Abstract:
The article examines the essence, significance and features of marketing of tourism services, outlines its role and significance for tour operating enterprises, identifies the main trends in the development of the national tourism market. The authors have developed and substantiated theoretical and methodological approaches to the formation and development of the conception of marketing in the market of tourism services. The analysis and assessment of the activity of tourism organizations in Ukraine are carried out, the factors of efficiency of marketing strategy of tourism enterprises are researched. The marketing model of management of tourism enterprises is proposed. Approaches to the formation of tourism services on the basis of marketing are defined, strategic directions of development of the tour operating organization on the basis of marketing approaches in the domestic and world tourism markets are offered. Recommendations for the use of the conception of targeted marketing and development of product strategies have been elaborated. The conceptual bases of marketing activity in the market of tourism services are suggested, the special role is defined and advantages of its realization taking into account transformation of socioeconomic relations, branch features of the modern tourism market and complex character of a tourism product are shown. The functional directions of marketing development in the market of tourism services and instruments of their practical realization are presented. The proposed approach provides freedom in the choice of commercial tools of an expanded set of marketing activities, which are a strategic resource to increase competitiveness, which stimulates consumer demand, increases commercial efficiency and overall effectivity of tourism services.

Keywords: marketing, enterprise, tourism, market, instrument, resource, tourism service.

Fig.: 1. Tabl.: 4. Bibl.: 8.

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]
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]
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

Betekhtin, O. V. “Osoblyvosti kompleksu marketynhu u konsaltynhu turystychnoi haluzi“ [Features of the Marketing Complex in the Consulting of the Tourism Industry]. Efektyvna ekonomika. 2012. http://www.economy.nayka.com.ua/?op=1&z=1028
Burdonos, L. I. “Osoblyvosti marketynhu turystychnykh pidpryiemstv v Ukraini“ [Features of Marketing of Tourist Enterprises in Ukraine]. Ekonomichnyi visnyk universytetu. 2013. https://tourlib.net/statti_ukr/burdonos.htm
Haliuk, Ya. D., and Stadnyk, V. V. “Mozhlyvosti suchasnykh marketynhovykh tekhnolohii dlia rozvytku turystychnoho biznesu v Ukraini“ [Possibilities of Modern Marketing Technologies for Development of Tourist Business in Ukraine]. Visnyk Khmelnytskoho natsionalnoho universytetu. Seriia «Ekonomichni nauky», no. 1 (2018): 160-165.
Rozhuk, Ya. V. “Osoblyvosti vykorystannia marketynhovykh komunikatsii u haluzi turyzmu“ [Features of Use of Market Communications in Tourism]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu. 2015. http://www.vestnik-econom.mgu.od.ua/journal/2017/26-1-2017/23.pdf
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://mmi.fem.sumdu.edu.ua/sites/default/files/mmi2012_1_21_34.pdf
Frolova, H. H., and Frolova, V. Yu. “Orhanizatsiini zasady marketynhovykh doslidzhen u sferi turyzmu“ [Organizational Principles of Marketing Research in the Field of Tourism]. Visnyk Berdianskoho universytetu menedzhmentu i biznesu. 2014. http://old.bumib.edu.ua/sites/default/files/visnyk/11_4.pdf
Shamian, L. S. “Marketynhovi osoblyvosti turystychnoho produktu“ [Marketing Features of a Tourist Product]. Investytsii: praktyka ta dosvid. 2012. http://www.investplan.com.ua/pdf/2_2012/16.pdf
Derzhavna sluzhba statystyky Ukrainy. http://www.ukrstat.gov.ua

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