Social-marketing paradigm of development of market of tourist services in Ukraine

Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна and Bohatyryova, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна (2018) Social-marketing paradigm of development of market of tourist services in Ukraine. Scientific Development And Achievements, 1. pp. 142-155.

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Abstract

The article substantiates the necessity of social marketing approaches to the development of the tourist services market in Ukraine. The scientific approaches to choosing the model of relations between subjects of the tourist market are generalized, the model of social marketing instruments is developed. It has been established that the socially-oriented marketing strategy of a tourist enterprise will be competitive in the modern market of tourist services. The methodology for assessing the level of efficiency of using Internet resources by tourism enterprises has confirmed the direct relationship between the use of Internet technologies and the effectiveness of implementing social marketing instruments in the tourist services market. Authored structural and functional model of demand management tourism product in conditions of socio-marketing paradigm confirms the effectiveness of social marketing instruments analyzed, reveals the mechanism of optimal process management implementation and meet consumer demand for high quality tourism products.

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