旅游企业营销活动管理的特点及意义

Nataliia V. Barvinok
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引用次数: 0

摘要

本文揭示了“旅游营销”、“旅游企业营销活动”等概念的本质,认为旅游企业营销活动的管理是一种策划、组织、协调、控制、审计和激励活动的管理活动,以加强旅游产品的需求形成过程,增加旅游企业的利润。主要关注的是根据旅游产品的特点,将旅游产品的销售与其他商品和服务的销售区分开来,从而在旅游中发挥营销功能。从旅游产品的主要方面入手,揭示旅游企业营销活动的本质和特点,从而拓展旅游产品的销售市场。对旅游企业营销活动的有效管理,是旅游产品供需匹配问题的有效解决手段。由于旅游活动的特殊性,对消费者的研究是营销活动最重要的方向。研究各种因素对旅游服务消费者行为的影响的性质和机制,他们的动机,可以确定客户对旅游企业的某些报价的可能反应,并使您能够将潜在买家转变为您的客户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
FEATURES AND SIGNIFICANCE OF MANAGEMENT OF MARKETING ACTIVITIES OF A TOURIST ENTERPRISE
The article reveals the essence of the concepts "marketing in tourism", "marketing activity of a tourist enterprise", considers the management of the marketing activity of a tourist enterprise as a managerial activity related to planning, organization, coordination, control, audit and stimulation of actions to intensify the process of demand formation on the tourist product and increasing the profits of the tourist enterprise. The main attention is focused on the performance of marketing functions in tourism based on the specifics of the tourist product, which distinguish the sale of the tourist product from the sale of other goods and services. The main aspects of the tourist product are considered, through which the essence and peculiarities of the marketing activity of the tourist enterprise are revealed in order to expand the sales market. It has been established that effective management of marketing activities of a tourist enterprise, performance of all marketing functions is a tool for solving the problem of matching demand and supply for a tourist product. Due to the peculiarities of tourism activity, the study of consumers is the most important direction of marketing activity. Studying the nature and mechanism of the influence of various factors on the behavior of consumers of tourist services, their motivation, makes it possible to determine the likely reaction of customers to certain offers of a tourist enterprise and allows you to turn a potential buyer into your client.
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