National Brand of Ukraine

Mazaraki, Anatolii; Melnychenko, Svitlana; Melnyk, Tetiana; Ткаченко, Тетяна; Hladkyi, Alexander; Bai, Serhii; Piatnytska, Galyna; Avdan, Oksana; Hryhorenko, Oleh; Dupliak, Tetiana; Zabaldina, Julia; Kandahura, Kateryna; Lukashova, Liudmyla; Prysiazhnyuk, Anna; Varibrusova, Anna

doi:10.21303/978-9949-7316-5-7

Cited by 4 publications

(3 citation statements)

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“…Аналіз останніх досліджень і публікацій. Вагомий внесок у дослідження проблем формування та розвитку туристичних дестинацій, зокрема санаторно-курортного типу, зробили українські та зарубіжні науковці, а саме: Д. Басюк [1], Н. Корж [1], А. Мазаракі [2; 3], С. Мельниченко [3], М. Пітюлич [4], Т. Ткаченко [3], M. Żemła [5], R. Knafou [6] та ін. Акцентується увага на важливості інфраструктурного забезпечення формування туристичних дестинацій та розвитку курортів.…”

Section: H Osp I Tal I Ty Enterprisesunclassified

Development of a Sanatorium-Resort-Type Tourist Destination Based on the «bukovynska» Mineral Water Spring

Kyfiak¹,

Oleksandr²

2023

BCHITE

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Increasing demand of the population in a healthy way of lifestyle and in an active recreation in combination with recreational and health-improving procedures actualize the problem of theoretical grounding and legislative security for the formation of tourist destinations of the sanatorium-resort type, determining the advantages of the territory for creating a destination and its impact on the socio-economic development of the community or region. The provision of resource supply for the formation of a recreational and health- improving destination of a sanatorium-resort type and the use of mineral water «Bukovynska» both for satisfaction of basic needs, and in recreational purposes, are an urgent problem requiring a solution. The purpose of the research is to determine the regulatory and legal support and the main criteria for the formation of the sanatorium-resort type tourist destination, to establish the tourist and recreational advantages of the territory of the village of Budenets for the creation of a destination in the Chudei Rural United Territorial Community based on the spring of mineral water «Bukovynska» and to determine its impact on socio-economic development of the community. The legislation of Ukraine, the works of domestic and foreign scientists, methods of analysis and theoretical generalization to determine the legal support of the processes of forming a tourist destination, analysis and synthesis to establish the tourist and recreational advantages of the territorial community served as the theoretical and methodological basis for writing the article. Based on the analysis of the legislation of Ukraine, it was established that a legal field has been created for the formation of tourist destinations of the sanatorium-resort type, which ECO N O MI CS AN D M ANA G EM EN T H OSP I TAL I TY ENTERPRISES Issue I (89), 2023 79 ensures the effective use of the natural and recreational potential of certain territories. The article focuses on the development of general and special infrastructure, in particular, the presence of treatment and rehabilitation facilities, accommodation and catering enterprises, which must meet approved standards and other regulatory documents. The analysis of the capabilities of the Chudei rural united territorial community contributed to the identification of advantages for the formation of a tourist destination of the sanatorium-resort type in the village of Budenets based on a source of mineral water «Bukovynska». The article highlights the main components of the economic impact that arise during the formation and functioning of a tourist destination in the territorial space of the community. The Chudei Territorial Community has been identified as a basic area for the formation and development of a sanatorium-resort-type tourist destination, which will contribute to the effective use of local potential, the development of entrepreneurship and the provision of income to the community budget, the attraction of investment resources, the development of general infrastructure and the overall economic development of the community.

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Section: H Osp I Tal I Ty Enterprisesunclassified

Development of a Sanatorium-Resort-Type Tourist Destination Based on the «bukovynska» Mineral Water Spring

Kyfiak¹,

Oleksandr²

2023

BCHITE

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“…Tujuan strategis dari mekanisme pembentukan program komunikasi dalam Public Relations adalah untuk mencapai keseimbangan kemitraan antara khalayak dan bisnis. Sehingga kepentingan masing-masing pihak dapat terpenuhi secara maksimal (Mazaraki et al, 2018).…”

Section: Public Relationsunclassified

Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan

Prihandini

Hadi

2021

JRPR

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Abstract. The high public interest in cake and bakery products has made many people join online baking classes. Some of them enrolled on Titan Baking Course. To build and maintain customer loyalty, and to prevent customers from switching to another course, Titan Baking Course conducted Marketing Public Relation activities in the form of free online baking demo. This study aims to measure the impact of the Marketing Public Relations on customer loyalty in Titan Baking Course. By using a quantitative approach, this study aims to find out how the causality relationship between the independent variable (X) is the Marketing Public Relations with the dependent variable (Y), namely Customer Loyalty. Respondents were selected using probability sampling technique, namely simple random sampling. From the results of the study, it was found that the Marketing Public Relations of the Titan Baking Course had a positive impact on Customer Loyalty and had an influence strength of 38%. Thus an understanding that customer loyalty in Titan Baking Couse is influenced by the Marketing Public Relations by 38%. While the other 62% is determined by other factors not included in this study. Abstrak. Tingginya minat masyarakat terhadap produk kue dan roti membuat banyak orang mengikuti kelas pelatihan membuat kue secara daring, salah satunya di Titan Baking Course. Untuk membentuk dan mempertahankan loyalitas pelanggan, serta mencegah agar pelanggan tidak beralih ke tempat kursus lainnya, banyak cara yang dilakukan oleh Titan Baking Course. Salah satunya dengan melakukan kegiatan Marketing Public Relations berupa baking demo online tak berbayar. Penelitian yang dilakukan ini bertujuan untuk mengetahui seberapa besar pengaruh pelaksanaan Marketing Public Relations terhadap loyalitas pelanggan pada Titan Baking Course. Dengan pendekatan yang bersifat kuantitatif, penelitian ini dilakukan untuk mengetahui bagaimana hubungan sebab akibat antara variabel independen (X) yaitu Marketing Public Relations dengan variabel dependen (Y) yaitu loyalitas pelanggan. Responden dipilih dengan menggunakan metode probability sampling berupa simple random sampling. Hasil penelitian ini mengungkapkan, terdapat fakta bahwa Marketing Public Relations Titan Baking Course berdampak positif terhadap Loyalitas Pelanggan dan memiliki kekuatan pengaruh sebesar 38%. Sedangkan 62% lainnya ditentukan oleh faktor-faktor lain yang tidak termasuk dalam kajian penelitian ini.

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“…та ін. Ці автори розглядають різні аспекти цієї теми, зокрема такі як: сутність і фактори, що впливають на розробку маркетингової стратегії виходу компанії на міжнародні ринки [1]; етапи розробки маркетингової стратегії і форми виходу компанії на міжнародні ринки [2]; особливості маркетингового комплексу компанії на міжнародних ринках [3]; маркетингові стратегії просування інноваційних продуктів (послуг) на міжнародні ринки [4].…”

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Conceptual Basics for the Development of Marketing Strategies for the Entry of Enterprises to Foreign Markets: Essence and Significance for the Recovery of the Ukrainian Economy

Yevtushenko,

Smerichevska

2023

PROBLEMS OF SYSTEMIC APPROACH IN THE ECONOMY

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The article examines theoretical and methodological approaches and formulates practical recommendations for the development of a marketing strategy for an enterprise entering foreign markets, which will ensure its sustainability and competitive development. A generalization of scientific views on the definition of the essence of the concept of "marketing strategy" was carried out in the context of the process of the enterprise entering foreign sales markets. The main external and internal conditions affecting the company's ability to enter target foreign markets, as well as the specifics of the formation of its strategic behavior on them, are singled out and analyzed. The significance of the analysis of the sources of capital formation of the enterprise when planning the strategy of entering international markets is emphasized. The need for a comprehensive approach to the assessment of foreign markets to ensure the success of entering them is substantiated. The author's algorithm for the formation of a marketing strategy in the event of a decision to enter a specific foreign market by the enterprise is proposed, which includes 12 main stages. The key tasks for the analysis of the available resources and capabilities of the enterprise in order to assess the readiness to enter the selected target foreign market have been determined. To ensure success when entering new markets, it is important to understand what resources the company will attract for the implementation of its international activities and in which business units it will invest its capital. The main principles of determining the positioning strategy for an enterprise entering the foreign market are characterized. On the basis of the generalization of theoretical approaches, recommendations for the formation of the optimal marketing complex of the enterprise, which best meets the needs of target consumers at the stage of the enterprise's entry into foreign sales markets, are substantiated and formed. The most promising areas for Ukrainian business to enter foreign markets are characterized. The author's vision of effective marketing tools for the penetration of domestic enterprises into foreign markets in the conditions of the digital economy is presented.

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National Brand of Ukraine

Cited by 4 publications

References 0 publications

Development of a Sanatorium-Resort-Type Tourist Destination Based on the «bukovynska» Mineral Water Spring

Development of a Sanatorium-Resort-Type Tourist Destination Based on the «bukovynska» Mineral Water Spring

Pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan

Conceptual Basics for the Development of Marketing Strategies for the Entry of Enterprises to Foreign Markets: Essence and Significance for the Recovery of the Ukrainian Economy

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