Можливості сучасних маркетингових технологій для розвитку туристичного бізнесу в Україні
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Файли
Дата
2018
Автори
Галюк, Я.Д.
Стадник, В.В.
Halyuk, Y.
Stadnyk, V.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Окреслено умови і тенденції розвитку туризму в Україні. Визначено роль і завдання маркетингових технологій у
активізації діяльності туристичних компаній. Охарактеризовано основні методи цифрового маркетингу і визначено
можливості їх застосування для розвитку попиту на туристичний продукт.
The aim of the article is to analyze the modern technologies of digital marketing from the positions of using their possibilities for the development of tourism in Ukraine. The conditions and trends of tourism development in Ukraine are outlined on the basis of analysis of statistical data. Significant negative trends in the formation of tourist flows of foreign tourists have been revealed. It is noted that one of these reasons is the lack of attention to the positioning of Ukraine and it's historical, cognitive and recreational opportunities in the market for tourist products. The role and tasks of marketing technologies are defined in the activation of the activities of Ukrainian tourist companies. The basic methods of digital marketing are characterized and their application possibilities are defined for the development of demand for the domestic tourist product. It should be emphasized that the rapid development of digital technologies destroys traditional marketing methods of influencing to consumer behavior, making them more individualized and effective. The main factors that influence the development of the business of electronic markets are determined, they consist of localization, social integration, and mobility. The ways of using online video broadcasts to stimulate demand for tourist products are characterized. Special attention was paid to the positive impact of state support on the generation of new projects and grant programs for the development of Ukraine's tourism potential, the promotion of tourism products from its various regions to the world tourism market and the development of domestic tourism. The examples of original tourism projects, which are developed in the Ukrainian regions are presented and the role of digital marketing technologies is defined in their implementation.
The aim of the article is to analyze the modern technologies of digital marketing from the positions of using their possibilities for the development of tourism in Ukraine. The conditions and trends of tourism development in Ukraine are outlined on the basis of analysis of statistical data. Significant negative trends in the formation of tourist flows of foreign tourists have been revealed. It is noted that one of these reasons is the lack of attention to the positioning of Ukraine and it's historical, cognitive and recreational opportunities in the market for tourist products. The role and tasks of marketing technologies are defined in the activation of the activities of Ukrainian tourist companies. The basic methods of digital marketing are characterized and their application possibilities are defined for the development of demand for the domestic tourist product. It should be emphasized that the rapid development of digital technologies destroys traditional marketing methods of influencing to consumer behavior, making them more individualized and effective. The main factors that influence the development of the business of electronic markets are determined, they consist of localization, social integration, and mobility. The ways of using online video broadcasts to stimulate demand for tourist products are characterized. Special attention was paid to the positive impact of state support on the generation of new projects and grant programs for the development of Ukraine's tourism potential, the promotion of tourism products from its various regions to the world tourism market and the development of domestic tourism. The examples of original tourism projects, which are developed in the Ukrainian regions are presented and the role of digital marketing technologies is defined in their implementation.
Опис
Ключові слова
туризм, туристичний продукт, маркетингові технології, цифровий маркетинг, tourism, tourist product, marketing technologies, digital marketing
Бібліографічний опис
Галюк, Я.Д. Можливості сучасних маркетингових технологій для розвитку туристичного бізнесу в Україні [Текст] / Я. Д. Галюк, В. В. Стадник // Вісник Хмельницького національного університету. Економічні науки. – 2018. – №1. – С. 160-165.