To date, the transition to new agribusiness systems is a complex process of developing a new strategy for innovation development, which is formed in parallel with the existing strategies. The marketing strategy of environmentalizing agrarian production is, in our opinion, an innovative strategy that allows integration of environmental priorities in the strategy of economic development.This strategy takes into account the environmental factor in the economic activities of agrarian enterprises and aims at creating environmental products and services in agricultural production.It is the marketing strategy for environmentalizing agrarian production to be a link between agrarian enterprises, the market and society, as well as to ensure the formation of public opinion and the market environment environment.The formation of an effective marketing strategy for the environmentalization of agrarian production, first of all, is necessary for a full supply of food security of the country, as well as the transformation of the agrarian complex into a highly productive branch of the national economy, therefore, the study of methodological approaches to the development of this strategy is relevant and practically significant [1, p. 119].
Introduction. The tourist industry is a priority in the strategic development of a region. The main problems of research in the field of marketing tourism services are the essence and role of marketing in the development of the tourism industry, including the process of marketing management, types of strategies and marketing plans. The purpose of marketing tourism services is to attract as many customers as possible to the business entities, while providing them with the highest quality of service and guaranteeing their full satisfaction as part of the basic and expanded product. Aim and tasks. The purpose of this article is to study specifics and the complex nature of marketing in the tourism industry. Results. In the modern period of functioning of the economy, the service industry is developing very dynamically. In connection with this, the specificity of marketing used in travel services is also changing. The article analyzes the models of state regulation of the tourism industry. World practice separates the four models of state regulation of tourism industry. Eligible for the development of the tourist industry of Ukraine is the third "European" and fourth "Mixed" model, based on solid cooperation between the state and private business, i.e. the presence of central executive authority, recognition tourism is a priority area for the country. It is proved that the main positive point in introducing these models is that the State acts as the coordinator for the development of the tourism industry. The essence and features of the concept of "tourist demand" and "tourist offer" are also analyzed. Established in the tourist marketing system of continuous coordination of services in the marketing process with those that are in demand in the market, and which are planned to be introduced to the market with greater profits than competitors do. Conclusions. After analyzing the current concepts of marketing in tourism, we came to the conclusion that it is necessary to consider them through the concept of marketing interaction, that is, when using social and communication techniques to enhance marketing activities in tourism. Having reviewed the model of state regulation of tourism development, it was noted that it is European model of state participation in the development of the tourism industry is acceptable for Ukraine. It would be wise to develop a model tourism management in Ukraine and its regions that will meet the peculiarities of country and will make it possible to work effectively at this stage of development of tourism in Ukraine. With regard to public relations tools as a general form of promotion of travel services, they are quite popular among tourists. However, the state needs to pay special attention to the development of recreational areas, and other areas of tourism in Ukraine.
The purpose of the paper is to develop a model for managing the motivation of managers and ensure its effectiveness. The principles of formation of management model of managers’ work motivation which correspond to the universal system approach to management model of managers’ work motivation and define its basic functions are outlined: a) goal setting, b) assessment and forecasting of the state and efficiency, c) development and decision making, d) planning, e) organizational, f) communication and subordination, g) regulation of the management model of motivation of managers, h) control. The management model of managers’ work motivation of (MMMWM) is formalized in the form of a structural-logical scheme based on a systematic approach and decomposition, which reflects the interaction of subject and object in the process of forming and implementing a system of motivation of managers at the enterprise. The factors for achieving the set goals have been formed, which are divided into internal and external motivators for managing managers’ work motivation. The management model of managers’ work motivation which is presented by the following subsystems is offered: “X” – target subsystem (the management process of managers’ work motivation), “Y” – providing subsystem (factors of rational achievement of the goals), “XY” – providing subsystem (regulatory legal acts, resources), “Z” – management subsystem (reflects the implementation of the general functions of management work motivation on the basis of experience), which are characterized by parameters, indicators, criteria for managing the motivation of managers. According to the method of linear multiple regression, a system of equations was constructed to describe the economic-mathematical model of management motivation at oil and gas enterprises, which after the repeated experiments provided diagnostics of indicators before, during and after the implementation of management motivation model.
Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand.
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