Features of Marketing Management of a Tourist Enterprise in the Conditions of the Sustainable Development Paradigm

Abstract

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have a marketing orientation, which will stimulate the development of strategies for the transition of enterprises from outdated forms and methods of management and management to new, scientifically based market methods that involve a marketing approach.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.