Marketing-mix in tourism: modern concept in the context of sustainable tourism

Abstract

Classical model of the marketing mix (complex) 4P and its modification 6P, 7P and 4C are analysed. Attention to the peculiarities of the tourism industry within the service sector, in particular, the value and use of travel resources for creating tourist products were drawn. Proposed original innovative model of marketing mix in tourism, which, on the one hand, takes into account specific characteristics of sustainable tourism with its obligatory binding and attention to tourist resources, on the other – it is based on classic model of marketing mix. Key words: marketing mix, sustainable tourism, tourism resource base.