SOCIAL-MARKETING SEGMENTATION OF MARKET OF TOURISM SERVICES IN UKRAINE

Barabanova, Valentina Vitaliivna and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна and Bohatyryova, Galina Andriivna and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна (2018) SOCIAL-MARKETING SEGMENTATION OF MARKET OF TOURISM SERVICES IN UKRAINE. Науковий вісник ДонНУЕТ, 2 (69). pp. 45-54. ISSN 2079-4819

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Abstract

The purpose of the article is to substantiate effective approaches to the definition of segments of the tourist market, which will contribute to more careful planning and realization of marketing measures in the work of the tourist enterprise; the development of a structural and functional model of social marketing segmentation of the tourist services market in Ukraine, which involves the process of forming a new type of consumer travel services with psychological and behavioral features. Methods. In order to achieve a certain goal, a set of general scientific and special methods are used, namely: the method of scientific induction and deduction - for the development of scientific approaches to the definition of the category segmentation of the market of tourist services, abstract-logical - in determining the main problems of the development of the market of tourist services in Ukraine, statistical methods - in demonstration of the main trends of the tourism industry, modeling method - in developing a structural and functional model of social marketing segmentation of the tourist market. Results. As a result of the research, there were identified the features of the division of the tourist services market in accordance with the specifics of consumer demand, groups of criteria for segmentation were substantiated . The obtained results allowed to classify marketing instruments that influence the process of formation of a new type of consumer travel services with psychological and behavioral features. At the same time, the choice of the target segment of the tourist services market is determined by the factor of optimization of the social and marketing activities of the tourist enterprise. It is through the realization of certain instruments that it is possible to achieve the targeting of the tourist product and to form a system of consumer preferences at its choice. It is important to ensure priority in choosing tourist services by various social groups of tourists, the choice of which is due precisely to a set of objective and subjective criteria. The study of the needs of consumers in the context of the communication of the international community has made it possible to determine the main parameters of tourist demand and justify the need for segmentation as an instrument for optimizing the process of identifying and meeting the needs of tourist services.

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