THE RESEARCH OF THE INFLUENCE OF MEANS OF MARKETING COMMUNICATIONS ON THE TOURIST ENTERPRISES COMPETITIVENESS
| Autor: | O.V. KOKORIEVA, N.A. VLASENKO, A.V. SOFIIENKO, O.Ye. VOSKRESENSKA |
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| Rok vydání: | 2021 |
| Zdroj: | Economic innovations. 23:64-71 |
| ISSN: | 2616-5430 2524-003X |
| Popis: | Topicality. Today, the tourism industry is facing a number of specific problems related to the pandemic. Development and support of tourism in our country is a priority because this industry makes a significant contribution to the development of our country. Therefore, increasing the competitiveness of tourism enterprises is a strategic task today. At the same time, the tourist resources that our country has are used irrationally. Tourism companies do not use marketing management at the appropriate level. Importantly, marketing communications involve not only the impact of the company on the consumer, but also the feedback - the impact of the consumer, which is very important for the company. This connection allows the company to receive useful information that allows properly navigate in the business environment, as well as make adjustments to its activities, in particular, regarding the tools and actions of the communication complex. Properly establishing marketing activities at tourism enterprises will strengthen competitive positions, will allow enterprises to focus on the needs of the market and the interests of consumers.Aim and tasks. The purpose of the article is to study the impact of marketing communications on the competitiveness of tourism enterprises.Research results. In this paper the state of the market of marketing communications of Ukraine is considered. The volume of marketing services of Ukraine is investigated. The costs of tourist enterprises for marketing communications are analyzed. The use of modern types of marketing communications by these enterprises is tracked. In order to increase the level of competitiveness of tourist enterprises, the article suggests ways to use modern tools of marketing communications.Conclusion. Studies have shown that a travel agency needs to pay attention to the development of domestic tourism to improve its competitive position. Due to this, the company will help improve the situation of domestic tourism in the country and in the city. The proposed marketing communications have had a significant effect on improving the competitiveness of marketing, which are very important for a company operating in the tourism industry. The proposed means of marketing communications will help improve the competitive position of PE "All Tours". It is projected that a significant increase in profits will be possible due to the adjustment of marketing communications not only for a specific segment of consumers, but also for each consumer individually. |
| Databáze: | OpenAIRE |
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