id: 30817
Title: The methodological structures of management of international marketing activities of the tourist enterprise
Authors: Kubai O., Krasovska O., Datsenko V., Semenova L.
Keywords: marketing complex, international marketing activities, marketing strategy, consumers and partners.
Date of publication: 2022-04-08 11:59:12
Last changes: 2022-04-08 11:59:12
Year of publication: 2022
Summary: The main purpose of the scientific article is to substantiate theoretical and methodological foundations and to develop practical recommendations for improving the management of international marketing activities of tourism enterprises. The scientific approaches to the determining of the tourism enterprise marketing essence and management are investigated; the management system of marketing activities of tourism enterprises is improved and recommendations on the management of the tourism enterprise marketing complex are given. The methodological model of management of the international marketing activity of the tourist enterprise is formed. The strategic directions of evaluation of the effect of interaction of a tourist enterprise with consumers and partners are substantiated and methodically structured. The practical value of the results is to improve the existing ones and to develop new theoretical provisions and practical recommendations for managing the marketing activity of the tourism enterprise. Thus, a methodological approach to managing the international marketing activity of a tourism enterprise is proposed, differing from existing ones that is based on determining the effect of the direct and indirect influence of the interaction of the tourism enterprise with consumers and partners on its marketing activity. The scientific work is based on the hypothesis of insufficient orientation of the classical concept of the marketing complex on the consumer of the tourist product and its strategic support. Recommendations are given on the management of such a complex, the essence of which is to manage the process of responding to consumer requirements.
URI: http://repository.vsau.org/repository/getfile.php/30817.pdf
Publication type: Статті у зарубіжних наукових фахових виданнях (Copernicus та інші)
Publication: Economics and Finance. 2022. № 10 (1). P. 12-18.
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Published by: Адміністратор
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