Strategic measures of marketing promotion of national tourist product to the world market of tourist services

Karabaza, Irina and Карабаза, Ірина Анатоліївна and Карабаза, Ирина Анатольевна and Shapovalova, Inessa and Шаповалова, Інесса Вадимівна and Шаповалова, Инесса Вадимовна (2018) Strategic measures of marketing promotion of national tourist product to the world market of tourist services. ДонНУЕТ ім.. М. Туган-Барановського (1(43)). pp. 122-129. ISSN 2079-4762

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Abstract

The development and effective use of marketing promotion strategic measures of the national tourist product to the world market of tourist services is one of the most important aspects of forming the image of Ukraine at the world stage. In the course of the study the strategic measures of marketing promotion of the national tourist product to the world market of tourist services have been offered. The main threats that hinder the influx of foreign tourists to Ukraine and the popularization of the country's brand in the world have been determined: military actions in the East of Ukraine, corruption scandals at higher levels of power, tense ecological situation in the country, poor tourism infrastructure, incorrectly designed information policy, etc. According to the results of the study, it has been found that overcoming the threats that hinder the influx of foreign tourists to Ukraine would allow to effectively apply strategic measures of marketing promotion of the national tourist product to the world market of tourist services. The practical significance of the results obtained is the possibility of their use in developing the marketing strategy of the state in the field of tourism in various segments of the world market

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