旅游行业的营销传播

S. Mosiiuk
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引用次数: 0

摘要

本文揭示了酒店行业营销传播的本质,研究了与旅游市场环境中改善参与者关系的应用相关的营销传播工具,并对其进行了定性。旅游行业企业的有效活动是建立在兼顾消费者物质、社会和精神等多重需求的满足,并运用创新的营销传播工具的基础上的。全球生存条件和竞争性商业活动需要使用创新的、有效的营销传播元素,这将在本文中讨论。解决主要理论和方法问题的方法论基础是运用理论概括、历史和逻辑相结合、比较和结构-功能方法的技术,为了突出旅游业的经济重要性,还运用了信息分析和综合方法、比较-法律方法以及统计和经济分析方法。文章分析了决定旅游企业在服务市场上竞争力的重要因素,并论证了在市场旅游环境下,利用创新的营销传播工具与消费者进行有效互动的必要性。本文针对旅游企业面临的挑战、市场的要求,重点论证了营销传播要素的运用:广告;与公众的沟通;促进销售,维护公司形象政策。通过专业的旅游营销方法,您可以使用适当的沟通工具,展示影响旅游服务消费者的方法。因此,在旅游领域建立有效的营销传播系统将使乌克兰在旅游服务市场上形成积极的形象,这将导致投资流入该国,减少失业等
本文章由计算机程序翻译,如有差异,请以英文原文为准。
MARKETING COMMUNICATIONS IN THE TOURISM BUSINESS
In the article the author revealed the essence of marketing communications in the hospitality industry, researched and characterized marketing communication tools that are relevant in the application of improving relations between participants of the tourist market environment. The effective activity of the enterprises of the tourism industry is based on taking into account the satisfaction of the complex of material, social and spiritual needs of consumers, and the use of innovative marketing communication tools. Global conditions of existence and competitive business activity require the use of innovative, effective marketing communication elements, which is covered in this article. The methodological basis for solving the main theoretical and methodological problems was the use of techniques of theoretical generalization, a combination of historical and logical, comparative, and structural-functional approach, and in order to highlight the economic importance of the tourism industry, the methods of information analysis and synthesis, the comparative-legal method, as well as statistical and economic analysis, etc.. The article analyzes the factors that significantly determine the competitiveness of a tourist enterprise on the services market and substantiates the need to use innovative marketing communication tools for effective interaction with consumers in the market tourism environment. The paper highlights and argues, taking into account the challenges facing the tourism business, market requirements, the use of marketing communication elements: advertising; communication with the public; sales promotion and maintaining the company’s image policy. With a professional approach to tourism marketing, you can, using appropriate communication tools, show ways to influence the consumer of tourist services. Therefore, the creation of an effective system of marketing communications in the tourism sphere will allow the formation of a positive image of Ukraine in the market of tourist services, which will lead to investment inflows to the country, reduction of unemployment, etc
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