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Liburkina L. M.

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Innovative Communication Instruments of Marketing Activity of Enterprises in the Tourism and Hotel Business
Bogdan N. M., Pysarevskyi I. M., Ivanova O. M., Pokolodna M. M.

Bogdan, Nataliia M. et al. (2022) “Innovative Communication Instruments of Marketing Activity of Enterprises in the Tourism and Hotel Business.” Business Inform 6:137–142.
https://doi.org/10.32983/2222-4459-2022-6-137-142

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 4

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UDC 338.48:330.16

Abstract:
The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs.

Keywords: marketing, marketing complex, marketing communications, informatization, integrated marketing communications, innovative instrument, social networks.

Fig.: 4. Bibl.: 10.

Bogdan Nataliia M. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Tourism and Hospitality Management, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Pysarevskyi Illia M. – Doctor of Sciences (Economics), Professor, Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Ivanova Olga M. – Senior Lecturer, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Pokolodna Mariia M. – Candidate of Sciences (Geography), Associate Professor, Associate Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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Ofitsiinyi sait Travelport Ukraine. https://travelport.ua/ru/education/uchebnyie-posobiya/
Ofitsiinyi sait UNWTO. https://www.wto.org/english/res_e/reser_e/annual_report_e.htm
Tkachenko, T. I. Stalyi rozvytok turyzmu: teoriia, metodolohiia, realii biznesu [Sustainable Development of Tourism: Theory, Methodology, Business Realities]. Kyiv: KNTEU, 2009.

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