SOCIAL MARKETING INSTRUMENTS IN THE TOURIST SERVICTS MARKET

Bohatyryova, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна (2018) SOCIAL MARKETING INSTRUMENTS IN THE TOURIST SERVICTS MARKET. Торгівля і ринок України (1(43)).

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Abstract

The purpose of the article is in the development of a system of social marketing instruments, the interaction and influence of which in the process of realization will promote social changes in the market of tourist services in Ukraine. The theoretical and methodological basis of the research is the position of modern economic theory, theory of administration, scientific works of domestic and foreign scientists in the field of social marketing. In the research methods are used to provide its logical essence - the dialectical method of scientific knowledge, the method of system structural analysis, the method of modeling of complex systems. In the article the authors investigated the features of modern social marketing as a technology for solving socially significant problems in the tourism industry. There are analyzed the possibilities of social marketing as a new creative approach to social changes and social processes in modern informative society. The authors have developed a structural-functional model of social marketing as a complex, demand system for a tourist product, its internal differentiation in accordance with the market and demands of a particular consumer. There are offered social marketing instruments, which will promote the realization of social change programs in the tourist market, services in Ukraine

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