Marketing of enterprises of entertainment and recreation
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2018, Vol 2, Issue 87
Abstract
Annotation. The purpose of the paper is to identify behavioral models of consumers of entertainment and leisure services and their cyclicity. The article deals with the issues of marketing of entertainment and leisure enterprises, in particular, consumer behavior, lifecycle of services. Methodology of research. Solving the tasks set in the article is carried out with the help of suchgeneral scientific and special research methods: analysis and synthesis, systematization and generalization, scientific abstraction, observation. Findings. The behavioral models of consumers of services and stages of service lifecycle are determined for modern enterprises of entertainment and leisure. The analysis of the differences in the lifecycle of services from the goods is analyzed. Practical value. The article substantiates that applying behavioral models of generation X, generation Y, generation Z will help to set the right priorities in shaping the configuration of services. The main scientific provisions of the article can be used in the marketing practice of entertainment and recreation enterprises.
Authors and Affiliations
N. Ivanechko
Keywords
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