The influence of social, psychological and humanistic factors on the formation of politics of state marketing in the field of tourism in Ukraine
Journal Title: Публічне управління та митне адміністрування - Year 2018, Vol 2, Issue
Abstract
The article analyses state marketing as an activity that satisfies public needs and demands of citizens as consumers in the process of social interaction between state and commercial institutions, organizations, individuals in the domestic tourism sphere, and adapts state administration to the needs of market economy. It is proved that tourism contributes to the awareness of the social value of a person as substance enjoying a range of specific services and it is an area directly related to the satisfaction of human needs for rest, recreation, relaxation, spiritual development, cultural enrichment, psychological unloading, etc. These social, psychological and humanistic components are basis for the formation of human needs. The key role of tourism and marketing as purposefully human-centric spheres of activity is indicated. The advantages of state marketing in comparison with commercial as a social practice of the state regulating market relations are presented. An attempt is made to distinguish political, axiological, educational, social, marketing and psychological factors that influence implementation of the main provisions of the policy of state marketing in the field of tourism. Institutions that can implement such factors within their competence are established. It has been revealed that the main (advertising and PR-technologies) and synthetic (branding, exhibition and fair activity, propaganda, sponsorship) means of marketing communications form the basis of state marketing in the field of tourism in the process of public and private interaction. The following principles of realization of the basic fundamentals of the policy of state marketing in the domestic sphere of tourism are singled out: socio-centricity and human-centricity of public services provided by public administration bodies; flexible adaptation to changes of all participants in market relations; promptness and timeliness of informing about marketing activity; active marketing tourism regionalization of the country, etc.
Authors and Affiliations
А. М. Гаврилюк
Keywords
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