The Role of Marketing in Activating the Activities of Tourism Business Entities

Abstract

The article substantiates the role of marketing in the development of the market of tourist services. The authors believe that the commercial success of the company in the tourism market significantly depends on the extent to which it can support the existing structure of the target needs of real and potential customers and form an optimal portfolio of travel services. In these conditions, marketing is a strategic guideline, the purpose of which is to establish long-term relationships at the micro and macro levels. The study substantiates that the expansion of the traditional boundaries of marketing of tourist services is associated with the formation of a new paradigm of relations with contact audiences, based on the formation and maintenance of loyalty to the travel agency and its services. The article examines the structure of the tourism market, identifies the features of marketing in the field of tourism and develops marketing measures for tourism entities (to form a product developed in accordance with the studied demand on the basis of strategic planning of the company’s activities; offer a tourist service in the right place of specific segments of consumers at reasonable prices; provide a service of quality). The study substantiates the priority of the marketing concept for entities that intend to work in the market of tourist services.