Marketing aspects of developing tourism services market in Ukraine

Bohatyryova, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна and Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна (2018) Marketing aspects of developing tourism services market in Ukraine. Науковий вісник Полісся, 2 (2). pp. 221-229. ISSN 2410-9576 (Print) 2412-2394 (Online)

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Abstract

Under the conditions of modern European integration processes, the quality of providing tourism services which should meet the requirements of the population as much as possible, gains momentum. Marketing approaches in managing the demand for tourism services by means of innovative technologies are insufficiently defined. Among the scholars who investigated the marketing aspects in the field of tourism activities should be distinguished the following scientists: N. E. Kudla, I.Yu. Martynov, O.M. Pravyk, I.M. Shkoda and so on. At the present stage, the issues of finding and implementing modern mechanisms for the formation and management of demand for a tourism product remain unsolved. The article is aimed at developing innovative methods of managing the process of implementing marketing approaches to the market of tourism services in Ukraine. The article analyzes the state of the tourism services market in Ukraine in the light of the latest realities. Structural-functional model of the system of marketing approaches and operative model of management of the process of realization of marketing approaches to the market of tourism services have been developed. The use of the proposed models will more effectively increase the efficiency of marketing activities in the modern market of tourism services

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