Social-ethical marketing as a basis of constructive relations with consumers of tourist services

Bogatireva, Galina and Богатирьова, Галина Андріївна and Богатырева, Галина Андреевна and Barabanova, Valentina and Барабанова, Валентина Віталіївна and Барабанова, Валентина Витальевна (2018) Social-ethical marketing as a basis of constructive relations with consumers of tourist services. Торгівля і ринок України : тематичний зб. наук. праць (1(43)). pp. 144-153. ISSN 2079-4762

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Abstract

The article considers the features of social and ethical marketing, which will promote the realization of programs of social changes in the market of tourist services in Ukraine. The search for economic incentives for the development of a tourist product of high consumer value involves taking into account the influence of social norms and ethical limits. The issue of a new marketing approach to the development of a tourism company is underway. Social-ethical marketing is considered by the authors as an effective way to build constructive relationship with consumers of tourist services, because it places production activity in dependence from the landmarks of social development and improvement of the environment, development of tourist enterprise. In this context individualization of relationships and the individual offer of a tourism product to consumers becomes significant which will reduce the gap between expectations and consumer product characteristics obtained by the product

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