Bohatyryova G.
Candidate of Pedagogical Sciences, Associate Professor, Associate Professor of
the Department of International Economics and Tourism, Donetsk National University
of Economics and Trade named after Mikhail Tugan-Baranovsky, Kryvy Rih, Ukraine
Barabanova V.
Candidate of Economic Sciences, Associate Professor, Associate Professor of the
Department of Management, Marketing and Public Administration, Donetsk National
University of Economics and Trade named after Mikhail Tugan-Baranovsky, Kryvy
Rih, Ukraine
SOCIAL-MARKETING PARADIGM OF DEVELOPMENT
OF MARKET OF TOURIST SERVICES IN UKRAINE
Introduction. The modern market of tourist services in Ukraine needs to improve
social-marketing instruments as an effective mechanism for shaping the demand of
tourist services consumers. The problem of finding competitive advantages in the
market of tourist services should be solved by the creation of a modern marketing
environment, the main feature of which should be the implementation of the social-
marketing paradigm, above all, in the social sphere of the tourist services market.
These are social changes that will activate the market of tourist services and
promote the organic unity of the socio-ethical program of transforming the values of
society and the commercial component of the process of providing tourist services.
In this context, the problem of travel product movement from manufacturer to
consumer is updated due to high communication activity and interaction with
consumers. Innovative, socially-driven initiatives will strengthen the economic
incentives for developing a tourism product of high consumer value, will stimulate the
increase in demand for tourist products and services. Changing the initial conceptual
model of the problem statement for the development of the tourist services market we
are changing, first of all, a set of beliefs, values that should be oriented towards the
consumer, a system of communications with specific people; search of effective
methods of transformation of the perception of the subject of tourist activity
expectations of customers in the criteria of the desired quality tourist product.
Changing
the marketing communication policy requires social changes in the market of tourist
services, activates the demand for a tour product by means of communications.
Effective social-oriented marketing strategy in the market of tourist services is possible
subject to the study of the impact of social marketing instruments s on the work of the
tourist enterprise, taking into account communicative and social methods of increasing
the effectiveness of marketing activities in the market of tourist services.
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