A set of articles for the next issue 2 (25) 2021

Ukrainian (UA)English (United Kingdom)

Other Categories

Вхід / реєстрація



We are in Facebook

Votes

How did you find on our site?
 

Application of marketing complex in the tourism. Instrumental-methodical apparatus of research

Title: 


Application of marketing complex in the tourism. Instrumental-methodical apparatus of research


Authors:

  

Sherstiuk, Roman
Maliuta, Liudmyla
Ratynskyj, Vadym


Affiliation:

  

Ternopil Ivan Pul'uj National Technical University 56 Ruska str., 46001, Ternopil, Ukraine


Bibliographic description: 


Sherstiuk, R., Maliuta, L. & Ratynskyj, V. (2020) Zastosuvannia kompleksu marketynhu v sferi turyzmu (Іnstrumentalno-metodychnyi aparat doslidzhennia) [Application of marketing complex in the tourism. Instrumental-methodical apparatus of research]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 23, no. 2, pp. 57-65. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2020/20srpmad.pdf


Submitted date: 


dec-2020


Issue Date: 


вер-2020


Publisher:

 

Ternopil Ivan Puluj National Technical University


ORCID: 


https://orcid.org/0000-0001-6253-9421
https://orcid.org/0000-0002-7569-9982
https://orcid.org/0000-0001-9283-6371


DOI:


UDC: 


https://doi.org/10.33108/sepd2020.02.057

 

338.484


JEL: 


Z33


Keywords: 


marketing mix
tourism
marketing research


Pages: 


9


Pages: 


57-65


First Page: 


57


Last Page: 


65


Abstract: 


Tourism is an important sector that contributes to the development of the country's economy. To gain a larger share of this competitive sector, it is necessary to create more profitable new tourism markets and develop appropriate marketing strategies. This study examines the term niche marketing and niche market definition. The relationship between the marketing niche and other marketing methods is noted and its advantages and disadvantages are outlined. In addition, the application of the niche market in the tourism industry is indicated and the reasons for increasing the practice of marketing niches as a marketing strategy are identified. This study aims to present a concise status of niche marketing and thus create a basis for marketers and researchers. In the modern world community, the tourism industry occupies a very important economic niche. Over the past twenty years, many Western countries have replenished their wealth through the development of this industry. In Ukraine, tourism is not perceived as an independent and equal segment of the economy. The tourism industry is experiencing a period of formation both in the theoretical sense (as a scientific field) and in practice. One of the most important stages of tourism development is the marketing component: research, strategy and planning, but in the field of tourism these stages are given little attention. This fact is a very significant problem, as the growth in demand for tourism services is extensive, and companies selling tourism services have not been adapted to this. Enterprises in the field of tourism are engaged in the development of a new product, programs of various tours, pricing, improving the quality of the tourist product, as well as developments in the sale of such a product and the implementation of local and national marketing concepts. The main and specific role in the support and development of tourism at the international and national levels is played by the state. The experience of different countries shows that the success of tourism development directly depends on how the industry is perceived at the state level, how much it enjoys state support. In a number of countries, state programs have been developed to stimulate inbound tourism, which provide tax benefits, simplification of the customs regime, creating favorable conditions for investment in tourism, increasing budget allocations for infrastructure development, advertising in foreign markets, training of qualified personnel.


URI: 


http://elartu.tntu.edu.ua/handle/lib/35863


ISSN: 


2223-3822


Copyright owner: 


Scientific Journal "Socio-Economic Problems and the State"

URL-releated material: 


http://sepd.tntu.edu.ua/images/stories/pdf/2020/20srpmad.pdf


References: 


1. Eghorova, E. N. (2018) Prymenenye kompleksa marketyngha v sfere turyzma. [Application of the marketing complex in the field of tourism]. Ghlobaljnij nauchnij potencyal №6, рр. 87.
2. Kotler, F. (2015) Marketyngh. Ghostynnistj i turyzm: pidruchnyk dlja vuziv [Marketing. Hospitality and tourism: a textbook for universities]. M.: JuNYTY, pp. 787.
3. Malіuta L. Y., Korolyuk S. R. (2020) Innovatsiyni aspekty stratehichnoho rozvytku pidpryyemstv na turystychnomu rynku Ukrayiny // Materialy IХ Vseukrayinsʹkoyi naukovo-praktychnoyi konferentsiyi pamʺyati pochesnoho profesora TNTU, akademika NAN Ukrayiny M.H.Chumachenka «Sotsialʹni ta ekonomichni vektory innovatsiynoho rozvytku biznes-struktur», (Ternopilʹ, 23 kvitnya 2020 r.). Ternopilʹ: FOP Palyanytsya V.A., 2020. pp. 27-28.
4. Fedyshyn, I. & Maliuta, L. (2020) Vplyv kryz na rozvytok turystychnoho biznesu [The crisis impact on the tourist business development]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 22, no. 1, pp. 36-47. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2020/20fibrtb.pdf

https://doi.org/10.33108/sepd2020.01.036
5. Ratynsjkyj V. (2020) Loghistychne upravlinnja u turystychnij sferi [Logistics management in the tourism sector]. Kyjiv : KNEU, pp. 318–320.
6. Bull, A. (2015) The Economics of Travel and Tourism / A. Bull. - London: Pitman, pp. 78-89
7. Font, Xavier, and Scott McCabe (2017) "Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges and potential." Journal of Sustainable Tourism. Vol.25, №7. pp. 869-883.

https://doi.org/10.1080/09669582.2017.1301721
8. Krippendorf, Jost. (1971) Marketing im Fremdenverkehr: Beitrag zu einer schweizerischen Konzeption. na, 1971. Bern: Herbert Lang&Cie AG. P. 162.
9. Mkwizu, K. (2019) "Digital marketing and tourism: opportunities for Africa." International Hospitality Review. Vol. 34(1). pp. 5-12.

https://doi.org/10.1108/IHR-09-2019-0015
10. Sert, Ayşe Nevin. (2017) "Niche marketing and tourism." Journal of Business Management and Economic Research. Vol.1. №1. pp. 14-25. https://doi.org/10.29226/jobmer.2017.1


Issue type: 


Article


Appears in Collections:


Scientific Journal "Socio-Economic Problems and the State", Vol.23, No.2

pdf


 

Journal is indexed by:

google_scholar
elartu_en
wiki_en

Other useful links:
pbn
Пошук у EBSCO
 

Google translate

Ukrainian English French German Polish Russian