Mosiiuk, S.
(2022).
Marketing communications in the tourism business.
Economics and Business Management,
13(3),
67-76.
https://doi.org/10.31548/economics13(3).2022.57-64
In the article the author revealed the essence of marketing communications in the hospitality industry, researched and characterized marketing communication tools that are relevant in the application of improving relations between participants of the tourist market environment. The effective activity of the enterprises of the tourism industry is based on taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing communication tools. Global conditions of existence and competitive business activity require the use of innovative, effective marketing communication elements, which is covered in this article. The methodological basis for solving the main theoretical and methodological problems was the use of techniques of theoretical generalization, a combination of historical and logical, comparative, and structural-functional approach, and in order to highlight the economic importance of the tourism industry, the methods of information analysis and synthesis, the comparative-legal method, as well as statistical and economic analysis, etc. The article analyzes the factors that significantly determine the competitiveness of a tourist enterprise on the services market and substantiates the need to use innovative marketing communication tools for effective interaction with consumers in the market tourism environment. The paper highlights and argues, taking into account the challenges facing the tourism business, market requirements, the use of marketing communication elements: advertising; communication with the public; sales promotion and maintaining the company’s image policy. With a professional approach to tourism marketing, you can, using appropriate communication tools, show ways to influence the consumer of tourist services. Therefore, the creation of an effective system of marketing communications in the tourism sphere will allow the formation of a positive image of Ukraine in the market of tourist services, which will lead to investment inflows to the country, reduction of unemployment, etc
hospitality industry; tourism; communications; advertising; marketing; tourist product
[1] Gurzhii, N.M., & Trytenko, A.V. (2013.) Innovative technologies in the tourism industry. Sustainable Development of the Economy, 3, 221-224. Retrieved from. http://nbuv.gov.ua/UJRN/sre_2013_3_49.
[2] Drachuk, Yu.Z., & Dultseva, I.I. (2016). Directions for improving the development of tourism on the basis of innovative marketing technologies. Economic Herald of Donbass, 1(43), 115-119. Retrieved from http://www.evd-journal.org/download/2016/1(43)/pdf/14-Drachuk.pdf.
[3] Zhukovych, I.A. (2017). Innovations in tourism: Main theoretical and practical aspects. Science and Science, 2(95), 69-81. Retrieved from https://sofs.org.ua/wp-content/uploads/2019/08/NNZ_2017_2_6.pdf.
[4] Kampov, N.S., Medved, L.I., Kasynets, O.V., & Makhlynets, S.S. (2017). The role of innovations for the development of tourism. Scientific Herald of the Mukachiv State University: Economic Sciences, 23(18), 246-255. Retrieved from http://dspace-s.msu.edu.ua:8080/bitstream/123456789/2664/1/n23-246-255.pdf.
[5] Kozhuhivska, R.B. (2009). Integrated marketing communications and the Internet. Science and Economics, 3(15), 185-189.
[6] Kudla, N.E. (2011). Marketing of tourist services. Kyiv: Znannia.
[7] Lyubitseva, O.O. (2018). Methodology of development of tours. Retrieved from http://tourlib.net/books_ukr/lubiceva_mrt5.htm.
[8] Martynov, I.Yu. (2011). Peculiarities of tourism marketing in the sphere of recreation and entertainment. Retrieved from http://www.nbuv.gov.ua/portal/Soc_Gum/Tiru/2011_31_1/Martinov.pdf.
[9] Mosiyuk, S.I., Mosiyuk, I.P., & Mosiyuk, V.I. (2019). Development of tourism business in Ukraine. Problems of Innovative and Investment Development, 22, 43-50. Retrieved from https://nubip.edu.ua/sites/default/files/u295/book_innovation_21_02-01-2020_pravki_2.pdf.
[10] Mosiiuk, S.I. (2021). Innovative marketing tools in the tourism industry. Economics and Business Management, 12(3-4), 54-60. https://economicscience.com.ua/uk/journals/t-12-3-4-2021.
[11] Mosiyuk, S.I., Mosiyuk, I.P., & Mosiyuk, V.I. (2020). Tourism as a component of the national economy of Ukraine. Economics and Business Management, 11(2), 66-71. doi: 10.31548/bioeconomy2020.02.066.
[12] National tour operator of Ukraine. (n.d.). Retrieved from https://turpoisk.ua/ua/turoperator.
[13] Porter, M.E. (2004). Competitive strategy. Methods of analysis of industries and activities of competitors. New Yourk: The Free Press.
[14] Rozhuk, Y.W. (2017). Features of the use of marketing communications in the industry of tourism. Scientific Herald of the International Humanitarian University, 106-109. Retrieved from http://www.vestnik-econom.mgu.od.ua/journal/2017/26-1-2017/23.pdf.
[15] Sermuksnyte-Alesiuniene, K., Simanaviciene, Z., Bickauske, D., Mosiiuk, S., & Belova, I. (2021). Increasing the effectiveness of food supply chain logistics through digital transformation. Independent Journal of Management & Production, 12(6), 677-701. doi: 10.14807/ijmp.v12i6.1748.
[16] Smirnov, I.G., & Lyubitseva, O.O. (2019). Marketing of sustainable tourism. Kyiv: Lira Publishing House.
[17] Tour operator “Naftusia Tour”. (n.d.). Retrieved from http://naftusia.com.
[18] Tourist activity in Ukraine for 2017. Statistical collection. (2018). Retrieved from http://www.ukrstat.gov.ua/druk/publicat/kat_u/2018/zb/05/zb_td_2017.pdf.
[19] UNESCO WorldReport: Investingin cultural diversity and intercultural dialogue. (n.d.). Retrieved from http://unesdoc.unesco.org/images/0018/001847/184755e.pdf.
[20] John Rockefeller: The best quotes and sayings of the first billionaire in history. (n.d.). Retrieved from https://coma.in.ua/38706.