Застосування соціального медіа-маркетингу в просуванні туристичного продукту
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Файли
Дата
2018
Автори
Григор‘єва, Л.В.
Hryhorieva, L.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Статтю присвячено узагальненню відмінностей в застосуванні соціального медіа-маркетингу у практичній
діяльності маркетологів. Розглянуто особливості соціального медіа-маркетингу порівняно з традиційними маркетинговими
інструментами, з’ясовано його переваги та недоліки. Досліджується процес рекламування туристичного підприємства та
основні проблеми, пов’язані з просуванням туристичного продукту в умовах сучасного ринку послуг індустрії туризму.
Звернено увагу на помилки при прийнятті управлінських рішень щодо застосування соціального медіа маркетингу.
The article is devoted to a generalization of differences in the application of social media marketing in the practice of marketers. The features of social media marketing in comparison with traditional marketing tools are considered, advantages and disadvantages of social media marketing are determined. The top two benefits of social media marketing are increasing exposure and increasing traffic. Most marketers are using social media to develop loyal fans and gain marketplace intelligence. Studies the process of advertising tourism enterprises and the main problems relate to the promoting of the tourist product in today’s market of services of the tourism industry. Effective communication with potential customers and travel agents is needed to successfully promote the tourism product. The purpose of this connection is to continuously influence the target group, creating the impression of a product or service that will change existing views and have a positive effect on future buying. Promotion of sales in tourism is aimed not only at the end customer, but also on producers of tourist services, intermediaries, as well as contact audiences. Advertising on thematic sites and blogs can create an information wave that interest the target group, but its number is negligible compared to potential, and there is will not allow rapid growth. As alternative to commercial advertising is social media marketing, this is useful not only to tourists, but also for tourist enterprises as a space for the promotion of a tourist product. Special attention is drawn to errors in making managerial decisions regarding as for using of social media marketing. The budget of traditional marketing communications costs much more thane costs for social marketing, so it is not appropriate to promote a tourist product only through traditional marketing. In social media, it is not expedient to actively sell, but it is necessary to conduct non-obsessive constant communication and to promote not the tour itself, but the impression of it, usefulness. Eliminating mistakes when making managerial decisions regarding the use of social media marketing will positively affect the promotion of the tourism product and the strengthening of positions of the tourist enterprise in the information space.
The article is devoted to a generalization of differences in the application of social media marketing in the practice of marketers. The features of social media marketing in comparison with traditional marketing tools are considered, advantages and disadvantages of social media marketing are determined. The top two benefits of social media marketing are increasing exposure and increasing traffic. Most marketers are using social media to develop loyal fans and gain marketplace intelligence. Studies the process of advertising tourism enterprises and the main problems relate to the promoting of the tourist product in today’s market of services of the tourism industry. Effective communication with potential customers and travel agents is needed to successfully promote the tourism product. The purpose of this connection is to continuously influence the target group, creating the impression of a product or service that will change existing views and have a positive effect on future buying. Promotion of sales in tourism is aimed not only at the end customer, but also on producers of tourist services, intermediaries, as well as contact audiences. Advertising on thematic sites and blogs can create an information wave that interest the target group, but its number is negligible compared to potential, and there is will not allow rapid growth. As alternative to commercial advertising is social media marketing, this is useful not only to tourists, but also for tourist enterprises as a space for the promotion of a tourist product. Special attention is drawn to errors in making managerial decisions regarding as for using of social media marketing. The budget of traditional marketing communications costs much more thane costs for social marketing, so it is not appropriate to promote a tourist product only through traditional marketing. In social media, it is not expedient to actively sell, but it is necessary to conduct non-obsessive constant communication and to promote not the tour itself, but the impression of it, usefulness. Eliminating mistakes when making managerial decisions regarding the use of social media marketing will positively affect the promotion of the tourism product and the strengthening of positions of the tourist enterprise in the information space.
Опис
Ключові слова
соціальний медіа-маркетинг, соціальні мережі, інтернет-маркетинг, просування, туристичний продукт, social media marketing, social networks, Internet Marketing, promotion, tourist product
Бібліографічний опис
Григор'єва, Л.В. Застосування соціального медіа-маркетингу в просуванні туристичного продукту [Текст] / Л. В. Григор'єва // Вісник Хмельницького національного університету. Економічні науки. – 2018. – №1. – С. 166-170.