ANTI-CRISIS MARKETING AT THE ENTERPRISES OF THE TOURIST BUSINESS IN THE CONDITIONS OF EUROPEAN INTEGRATION

Abstract

The purpose of the paper is to set of organizational and economic relations that arise during the development and implementation of the mechanism of anti-crisis marketing, under the influence of external factors such as pandemic and war. Methodology. The survey is based on the use of methods and principles of system, logical management, statistical, program and target methods. The statement and proof of working hypotheses were carried out on the basis of methods of classification, balloon-index estimations, expert methods. Results. Analytical work on the analysis of trends in the development of tourism business in the context of European integration is completed. The most probable changes in the trends of 2022, awaiting the tourism industry, are given. Emphasis is placed on the development of domestic tourism for countries with favorable natural conditions and appropriate infrastructure. To assess the situation of the tourism business, a survey was conducted using the developed questionnaire in Google forms. It has been revealed that the system of anti-crisis marketing has properties that determine the features of the management mechanism: flexibility and adaptability, ability to diversification and timely situation response, the ability to effectively use the innovative potential of the enterprise; its identification and development of appropriate anti-crisis measures. It is proved that the tourism sector should change its priority, be flexible and adaptable. Today, the emphasis of tour operators in 2022 should be on domestic tourism: recreational tourism; relaxation tours that help restore health; tourist trips with the direction of art, pottery, etc. The analysis of the market and the influence of factors on the activity of the enterprises of tourism business have been conducted. Tourism companies can apply different directions in the anti-crisis programs that will help the enterprise to overcome the crisis: borrowing from the experience of countries of the world; diversity and quality of services; staff motivation: to create a common system of remuneration of personnel depending on the result of activity of the hospitality industry; support of the country. Practical implications. A program of anti-crisis actions has been proposed, which will become an important component of future development and not a decline. Value/originality. Introduction of the mechanism of crisis management at the enterprise of tourism business, using marketing tools.