Clustering of regional tourism service markets of Ukraine is performed according to the indicators of functioning of subjects of tourism activity (number of subjects of tourism activity; number of stuff members of tourist activities; income from tourism; number of tourists served by tour operators and travel agents; cost of travel packages sold). The clustering was performed in the software STATISTICA 10, the Ward method was chosen as the clustering algorithm, and the Euclidean distance was chosen as a measure of distance. The calculations made it possible to distinguish 6 clusters of regional tourism servicemarkets of Ukraine, which are formed at a threshold distance of 0.5, namely: cluster 1 is Kyiv city, cluster 2 is Zaporizhia, Kyiv, Poltava, Ivano-Frankivsk regions, cluster 3 is Dnipropetrovsk , Lviv regions, cluster 4 is Odessa, Kharkiv regions, cluster 5 is formed from Zhytomyr, Ternopil, Chernihiv, Kirovograd and Luhansk regions, cluster 6 unites Vinnytsia, Chernivtsi, Donetsk, Cherkasy, Transcarpathian, Rivne, Khmelnytsky, Volyn, Sumy, Kherson and Mykolaiv regions. The clusters on the vertical dendogram of hierarchical clustering are visualized, the spatial distribution of clusters of regional markets of tourist services is shown on the map of Ukraine. It is established that the high degree of regional differentiation of tourist service markets in Ukraine is caused by differences in the distribution of natural resources, climatic features of the regions, cultural and historical conditionality, and uneven placement of transport, communication, resort and entertainment infrastructures, asymmetrical distribution of recreational resources. It is suggested to take into account the restrictions of development of regional tourism service markets of Ukraine (clusters of regional tourism service markets) in terms of spatial polarization, to distribute them into internal (historically-formed basic and innovative determinants) and external ones.
The development of the tourism industry must take into account the peculiarities of the modern economic space, which is constantly changing and has many negative factors. Such an unstable environment is characterized by an uneven relationship and interdependent factors that affect the creation and consumption of the tourism product and create the multidimensionality of the tourist services market. On the basis of studying the mobility and variability of environmental factors as the modern information cooperation between producers and consumers in the tourist services market, we address the problem ofimplementing marketing mechanisms and their influence on the formation of consumer demand for tourist services. The use of marketing approaches and the mechanism of their implementation, the creation of a modern marketing environment will add stability in the market of tourist services and enhance its competitiveness. It is a question of changing the conceptual model of setting the problem of development of the tourist services market, which should be based on the totality of beliefs, values that are consumer oriented, the system of communication with specific people; finding effective ways to transform the perception of the customer’s expectations into the criteria for the desired quality of the tourism product, etc. An effective marketing strategy in the market of tourist services is possible provided that the mechanisms of influence of marketing instruments on the work of the tourism enterprise are explored in the conditions of an unstable environment, taking into account communicative and social methods of increasing the effectiveness of marketing activity in the market of tourist services. It is marketing that allows you to study and analyze the market as an object that is constantly evolving and changing under the influence of human activity. The marketing mechanisms identified by the authors in the context of environmental stabilization (research on consumer motivation and psychology, creation of new types of tourism product, involvement of employees in the formation of marketing policy of the enterprise, public-private partnership, development of creative industries, etc.) imply the recognition of culture as an instrument for the development of regional cultural industries, which implies the formation of a market for tourist services, taking into account the opportunities of the region and its cultural characteristics. The choice of the region is explained by the fact that the characteristic feature of Kryvyi Rih is the excessive technological load, its pollution under the influence ofthe activities of mining, metallurgical and other industrial enterprises and therefore the search for ways to overcome the environmental crisis.We analyze the possibilities of the Kryvyi Rih region from the point of view of forming the promotional environment through the cultural policy of the region, promotion of the brand of the city, formation of its image. Potential development opportunities in the industrial tourism industry have been identified. The theoretical and methodological basis of the research is provided by the position of modern economic theory, management theory, psychology of communications, works of domestic and foreign specialists in the field of tourism marketing. The research work uses methods that provide its logical essence – the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems.
Objective. The objective of the article is to determine the marketing component of the tourist product, to reveal the role of innovative marketing tools for the promotion of the tourist product on the market; to consider goals, tasks and functions of the promotion process. Methods. Theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The research applies methods that provide its logical essence such as the method of a systemic approach, the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems, which allow to reveal the essence of the innovative marketing approach for the promotion of a tourist product. Results. In the article authors consider ways to ensure effective promotion of goods and services and attract consumers in order to increase sales of tourist products. The peculiarities of the use of traditional and innovative marketing tools in the modern tourism business are determined. New forms and channels, methods and marketing tools of tourism product promotion, ways of filling them with innovative content are characterized. Creative and effective ways of promoting goods and attracting customers in the market of tourist services in the modern virtual space are defined. The main aspects of the use of the virtual environment for the effective and promising activity of tourist enterprises in order to increase their competitiveness are analyzed. Specifics of innovative marketing programs for the promotion of a tourist product, which will contribute to the significant activation of inbound tourism flows to Ukraine, have been revealed.
Objective. The objective of the article is to determine the essence of marketing management of a tourist enterprise in the context of the paradigm of sustainable development, to justify the peculiarities of the operation of tourist enterprises based on the active introduction of management of the enterprise's marketing activities. Methods. The theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing management. The methods that ensure its logical essence are used in the research - the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems. Results. In the article, the authors consider the issue of marketing approaches to managing the activities of a tourist enterprise in the context of the paradigm of sustainable development. It was determined that the management system should have a marketing orientation, which will stimulate the development of strategies for the transition of enterprises from outdated forms and methods of management and management to new, scientifically based market methods that involve a marketing approach. It was determined that the development of a new system of complex management of marketing activities is relevant, which should determine the mission of the enterprise, what resources and in what period will be needed by the tourist enterprise to achieve marketing goals; how to achieve the most effective use of the resources involved. The authors note that the marketing management of a tourist enterprise requires the planning of marketing activities, which should have a comprehensive nature and be implemented at the corporate, local and structural unit level. The structural-functional model of marketing management of a tourist enterprise developed by the authors in the conditions of the paradigm of sustainable development gives an idea of a system object, which allows you to identify the regularities of the object's functioning and trace the cause-and-effect relationships between the behavior of the system and the nature of the influence that is carried out.
Under the conditions of modern European integration processes, the quality of providing tourism services, which should meet the requirements of the population as much as possible, gains momentum. The regulation of tourism development in Ukraine according to European standards and regulations impose the task of upgrading the tourism industry, search for innovative instruments to improve its functioning based on the best European practices example of the Baltic States. Marketing approaches in managing the demand for tourism services by means of innovative technologies are insufficiently defined. Among the scholars who investigated the marketing aspects in the field of tourism activities should be distinguished the following: N. E. Kudla, I. Yu. Martynov, O. M. Pravyk, I. M. Shkoda and so on. The methodology is based on a systematic approach to the market for tourist services, marketing analysis as a management concept for this market, on the use of modelling as a methodological principle and a method of scientific knowledge. The mechanisms of increasing the efficiency of marketing activities in the field of tourism through the structural-functional model and model of management of the marketed approach system are determined. At the present stage, the issues of finding and implementing modern mechanisms for the formation and management of demand for a tourism product remain unsolved. Results. The article is aimed at developing innovative methods for managing the process of implementing marketing approaches to the market for tourist services in Ukraine. Priority is the development of mechanisms for the formation of demand for tourism products through marking technologies. The authors developed a system of marking approaches, which includes the factors of the effectiveness of travel services; marking methods and techniques; forms of realization of tourist services. The mechanism of formation and management of demand for a tourist product, as well as communicative and social methods of increasing the efficiency of marking activity in the tourist services market in Ukraine, is determined. Practical implications. The article considers mechanisms of increasing the efficiency of marketing activities in the field of tourism. The expediency of using the European experience of the Baltic States for the development of tourism in Ukraine is emphasized. Directions of further researches are offered. The structural-functional model of the system of marketing approaches and the organizational model of operational management of the process of realization of marketing approaches to the market for tourist services are developed. Value/originality. The use of the proposed models will more effectively increase the efficiency of marketing activities in the modern market for tourist services. The authors prove that modelling, development, and implementation of models of marketing approaches is a powerful mechanism for achieving a new quality of tourism services market and Ukraine.
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