MARKETING ASPECTS OF DEVELOPING TOURISM SERVICES MARKET IN UKRAINE & THE BALTIC COUNTRIES

Abstract

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.