旅游行业的创新营销手段

Stefaniia Mosiіuk
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引用次数: 1

摘要

在文章中,作者揭示了今天旅游的本质,研究和描述了最新的营销工具,这些工具与乌克兰今天的经济关系条件有关。旅游部门的运作是建立在满足消费者复杂的物质、社会和精神需求以及使用创新的营销工具的基础上的。世界的生存条件和商业活动要求在旅游营销领域应用创新,这是本文所强调的。方法基础是解决主要的理论和方法问题,采用理论概括、历史与逻辑相结合、比较与结构-功能相结合的方法,以及突出旅游业的经济重要性的方法是分析和综合信息、比较法和统计与经济分析;文章分析了影响旅游企业发展的因素,论证了现代条件下旅游企业有效生存需要创新的营销手段。考虑到社会面临的挑战、世界存在、旅游可视化的使用和通过“虚拟旅游”促进服务,本文强调和论证了这一点。通过专业的虚拟营销活动,可以让客户了解优秀的旅游景点,让他们对新的旅游产品感兴趣,让他们相信广告(博客)中所陈述的事实的真实性等。可视化是影响酒店行业客户积极决策的重要因素。因此,利用最新的创新营销技术,酒店业将继续成为国民经济的重要组成部分之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
INNOVATIVE MARKETING TOOLS IN THE TOURISM INDUSTRY
In the article the author revealed the essence of tourism today, researched and characterized the latest marketing tools that are relevant in today’s conditions of economic relations in Ukraine. The functioning of the tourism sector is built taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing tools. World conditions of existence and business activity require the application of innovations in the field of tourism marketing, as highlighted in this article. Methodological basis for solving the main theoretical and methodological problems used techniques of theoretical generalization, combination of historical and logical, comparative and structural ‒ functional approach, as well as to highlight the economic importance of the tourism industry were methods of analysis and synthesis of information, comparative law and statistical and economic analysis, etc. The article analyzes the factors that affect the development of the tourism business and substantiates the need for innovative marketing tools for the effective existence of the tourism industry in modern conditions. The paper highlights and argues, taking into account the challenges facing society, world existence, the use of visualization of tours and the promotion of services through «virtual tours». Having approached the virtual marketing activity professionally, it is possible to acquaint clients with outstanding tourist places, to interest them in new tourist products, to convince them of the reality of the facts stated in advertising (blogging), etc. Visualization is an important factor influencing positive customer decision‒making in the hospitality industry. Thus, using the latest innovative marketing technologies, the hospitality industry will remain one of the important components of the national economy.
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