Social marketing instruments in the tourist servicts market

Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна and Bogatireva, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна (2018) Social marketing instruments in the tourist servicts market. Вісник ДонНУЕТ, серія "Економічні науки" (1(68)). pp. 62-72. ISSN 2079-4819

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Abstract

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 argue and prove that the modern concept of social marketing is a fundamentally new creative approach to social change and social processes in society. Social marketing is interpreted as the realization of a marketing paradigm in the social sphere.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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