Activators of marketing communications of tourist services

Lokhman, Natalya and Лохман, Наталя Володимирівна and Лохман, Наталья Владимировна and Beridze, Tatyana and Берідзе, Тетяна Михайлівна and Беридзе, Татьяна Михайловна and Лохман, М.О. and Чокоі, Д.А. (2023) Activators of marketing communications of tourist services. Вісник ДонНУЕТ (1(78)). pp. 30-37. ISSN 2079-4819

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Abstract

The identification and systematization of marketing communication activators (processes, factors, tools) has been carried out, shows their iterative nature in tourism enterprises and should ensure the achievement of marketing communication goals. Activators of marketing communications regarding the sale of tourist services can be considered separate processes that relate to the quality of tourist services, demand formation, informational support of tourist enterprises, social moments of communication with consumers and the public, etc.; factors (institutional, social, cultural, infrastructural); tools (formally established rules and informal traditions, market segmentation, modification of tourist services, language environment, entrepreneurial culture, special information systems) and methods of marketing communications (advertising, sales promotion, personal sales, PR, sponsorship, direct marketing, direct communications, promotional tours), which in the proposed combination ensure the realization of the goals of marketing communications of tourist enterprises

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