COVID-19大流行时期国内旅游发展的营销方法和工具应用

S. Illiashenko, Yulia Shypulina, N. Illiashenko
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引用次数: 3

摘要

本文的目的是为新冠肺炎疫情期间及疫情后我区国内旅游业的发展,探索在市场营销的基础上形成我区旅游形象和品牌的途径,以期进一步进入国际旅游服务市场。分析。新冠肺炎疫情给全球经济带来负面影响。旅游业深受其害。100多个国家对入境实行了限制,这减少了它们从旅游业获得的收入。这导致了重大损失,因为旅游业在外国经济中所占的份额约为10%(国际平均水平)。纠正旅游领域消极趋势的最有效措施之一是发展国内旅游,这应该弥补外国游客流量减少所造成的损失。在旅游业发达的国家,这一比例高达90%。乌克兰旅游业对外国游客的依赖程度较低,约占游客总数的三分之一。然而,国内旅游不仅可以提供迅速的结果,抵消目前的损失,而且还可以为2019冠状病毒病大流行后的国际旅游业发展做好准备。鉴于上述情况,乌克兰面临的问题是如何发展国内旅游业,以期加强国内旅游业在国际旅游服务市场上的地位。统计结果表明,发展国内旅游不仅可以弥补新冠肺炎大流行背景下国际旅游收入的减少,还可以为新冠肺炎大流行衰退后国际旅游服务市场的复苏做好准备。乌克兰地区旅游潜力的主要组成部分被指定。根据旅游潜力、旅游基础设施状况、现有市场机会和威胁,并考虑到2019冠状病毒病大流行的影响,改进了评估在该国特定地区发展某些类型国内旅游可行性的方法。它的实际认可被执行。明确了该区旅游形象的结构。概述了形成该地区旅游形象和品牌的传播工具范围。结论及进一步研究方向。研究结果为我区在新冠疫情期间发展国内旅游,以及在隔离限制结束后进入国际旅游服务市场,在营销旅游形象和品牌基础上的发展思路。进一步的研究应旨在制订方法学方法,通过正式程序进行管理(考虑到不完全确定和风险的因素),在国内和国际市场上形成和促进乌克兰各地区的旅游形象和品牌
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Application of marketing methods and tools for the development of domestic tourism in a pandemic COVID-19
The aim of the article is development of an approach to the formation on the basis of marketing of the tourist image and brand of the region for the development of domestic tourism in the period and after the pandemic COVID-19 with the prospect of further entry into the international market of tourist services. Analyses. The global pandemic COVID-19 has negatively affected the entire world economy. The tourism sector has suffered greatly from it. More than a hundred countries have imposed restrictions on entry into their territories, which has reduced their revenues from the tourism industry. This has led to significant losses, as the share of tourism in the economy of foreign countries is about 10% (international average). One of the most effective measures to correct the negative trends in the field of tourism is the development of domestic tourism, which should compensate for the losses caused by reducing the flow of foreign tourists. In countries with developed tourism, their share is up to 90%. Ukraine's tourism industry is less dependent on foreign tourists, accounting for about a third of the total. However, domestic tourism can not only provide rapid results that will offset the current losses, but will also prepare for the development of international tourism after the recession of the COVID-19 pandemic. In view of the above, there is a problem of finding ways to develop domestic tourism in Ukraine with the prospect of strengthening the position of the domestic tourism industry in the international market of tourist services. Based on statistics, it is shown that the development of domestic tourism can not only compensate for the curtailment of revenues from international tourism in the context of the COVID-19 pandemic, but also prepare for the recovery of the international tourism services market after the recession of the COVID-19 pandemic. The main components of the tourist potential of the regions of Ukraine are specified. The approach to assessing the feasibility of developing certain types of domestic tourism in specific regions of the country has been improved, based on their tourism potential, the state of tourism infrastructure, existing market opportunities and threats, taking into account the impact of the COVID-19 pandemic. Its practical approbation is executed. The structure of the tourist image of the region has been clarified. The range of communication tools for the formation of the tourist image and brand of the region is outlined. Conclusions and directions for further research.The obtained results form an approach to the development on the basis of marketing the tourist image and brand of the region for the development of domestic tourism during the pandemic COVID-19, and in the future after the end of quarantine restrictions - to enter the international market of tourist services. Further research should be aimed at developing methodological approaches to management by formalized procedures (taking into account factors of incomplete certainty and risk), formation and promotion of the tourist image and brand of the regions of Ukraine in both domestic and international markets
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