Social changes in the tourism market. The subject of research of social and
socio-ethical marketing was made by F. Kotler, D. Akimov, M.G. Boyko, A.M. Kolot,
M.M. Kudinova, O.O. Okhrimenko, O.F. Pavlenko, T.V. Ivanova, О.О. Tischenko and
others. Domestic scientists G. Lozhkin, A. Mazaraki, S. Melnichenko,
G. Mykhailychenko and others made a significant contribution to the development of
the theory and practice of management of interactions with consumers of tourist
services. Analysis of the marketing as a management concept in the tourist services
market is carried out in the works of O.M. Azaryan, V.G. Voronkova, NL Zhukova,
V.A. Quarterly and others. The study of marketing communications is devoted to many
works of foreign and domestic authors. Among them G.L. Bagiev, J. Bernet, A.
Voichak, G. Pocheptsov, V.M. Tarasevich and others.
Tourism today is one of the dynamic directions of socio-economic development
of most countries of the world. Ukraine in the light of European integration processes
is also actively developing in this direction. The need expressed by the society in the
meaningful conduct of leisure today is clearly expressed in terms of expanding the
range of tourist services. According to O. Lyubovtseva, it is important «to study the
proposal as a reflection of the real conditions of the country for the development of the
tourism industry» [14]. Tourist operators should take into account the demands of the
society regarding the quality of the tourist product, the reliability and completeness of
information about travel services, methods of providing this information, etc. Specific
features of the tourist service provide for its other content content, which requires the
planning and development of new marketing innovative approaches. Intangible nature
of the service complicates the decision-making process of the consumer to purchase
tourist products, increasing requirements to the level of professional competence of
travel agents and tour operators; the separation of the place of sale of tourist services
and place of consumption, which significantly increases the risk of inconsistency of
the service received in its expectations; the impossibility of accumulation.
This situation is due to insufficient marketing education, ignorance of the leaders
of tourism enterprises and staff, as well as insufficient practical experience in this area.
In general, in the organizational structure 95.7% of tourist enterprises in Ukraine do
not have a marketing department. However, the fact that it operates is not a proof of
the priority of a marketing concept. The research confirms that authoritarian methods
and reluctance to change outdated management guidelines prevail in the management
of Ukrainian tourist enterprises. In other words, most directors of tourism enterprises
(100% of the largest and large, 96% of average and 95% of small) are not ready to open
access to all information at the enterprise and involve employees before making
decisions and formulating the marketing policy of the company [17].
On marketing in tourism as an activity to stimulate the demand for tourist products
accentuated the scholar O.A. Lozova [13]. Marketing as a «managed social process»
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