MARKETING COMMUNICATIONS IN THE INNOVATION OF TOURISM DEVELOPMENT
Journal Title: Вісник Львівського національного аграрного університету: Економіка АПК - Year 2018, Vol 0, Issue 25
Abstract
This article outlines the essence of marketing communications in the innovative tourism development, which play a particularly important role, since in modern conditions they are a key factor in the competitiveness of tourism, creating a positive image of a travel company among consumers, and distributing information about tourist products and services. Effective strategic management of an enterprise, which operates in the conditions of developed market relations and competition, the priority of the needs of the consumer, can only be realized through a well-organized communication system. In order to effectively design and manage marketing communications at enterprises, to solve practical problems that relate to the organization of communication between the enterprise and the external environment, one must deeply understand the nature of this phenomenon, determine the essence of the basic categories and the main problems of communication theory. The ultimate goal of marketing communications is the formation and dynamic support of a positive image, the brand of the company-manufacturer, its brands, the induction of the target audience prior to making purchases. The proposed definition of the essence of marketing communications is based on the diagnostics of functions that executes the system of marketing communications in the marketing activities of enterprises. These functions include: informative, reminiscent, persuasive and imaging. The means of marketing communications in the innovative development of tourism are: advertising, sales promotion, public relations, direct marketing, personal sales, special means for stimulating trade or advertising means at the places of sale of tourist products.
Authors and Affiliations
R. Dudyak, O. Goshko
Keywords
Related Articles
- EP ID EP510871
- DOI 10.31734/economics2018.25.139
- Views 73
- Downloads 0
FORMATION LAND LEASE RELATIONS IN THE REFORM OF AGRICULTURE
The article is defined essence of reforms in the agricultural sector. The content of agrarian and land reform. Established positive and negative aspects of land lease relations and discussed prospects for the market intr...
Ecological expenses of agricultural enterprises: accounting and internal audit
The article reveals the issues of accounting and internal audit of ecological expenses of agricultural enterprises, economic essence of ecological expenses with consideration of the branch peculiarities. It is propos...
Internal audit of accounting policies as an effective controlof its reliability
Formation of an effective accounting policy on the basis of national regulatory legislation, taking into account the peculiarities of its activity is essential for its effective functioning. During the accounting policy...
The impact of infrastructure to ensure the functioning of the agricultural market
It turns that core of infrastructure support of the agricultural market and its main elements. The basic problem of information security is considered. The negative aspects in the marketing and logistics are indicated....
Sustaining Rural Livelihoods in systemic crisis
An assessment of the reduction of the rural population in the systemic crisis and external aggression. It is established that government measures are not sufficient to maintain it. The necessity of radical changes in pol...