was defined by F. Kotler [10]. It is interesting to define the marketing of tourist services
made by N.E. Kudla. The scientist noted that this is: «a complex of measures related
to the definition and development of tourist products, as well as its promotion in
accordance with the psychological and social factors that need to be taken into account
in order to meet the needs of individuals and groups of people in rest, entertainments
by providing them with housing, vehicles, food, leisure facilities, etc.» [11].
Environmental factors are not directly controlled by the travel company. However, they
have a very significant impact on customer behavior. Therefore, they should always be
taken into account not only when making a marketing decision, but also in everyday
activities. In our view, environmental factors that are constantly to be studied and taken
into account in their professional activities in the tourism business are presented on a
continuous basis in Figure 1.
Figure 1. Factors of area of influence on the marketing of tourist enterprises of
Ukraine
Source: compiled by authors
Social changes in the tourism market affect the effectiveness of tourist flows. Over
the past ten years, Ukraine was visited in average by 20 million of citizens in a year
2007, 17.2 million people came to our country (9.7% less than in 2006), and by 2009
the tourist flow decreased (the impact of the global economic crisis), and from 2010 to
2014 the tourist flow began to increase. So in 2012, taking into account the holding of
Euro 2012, our country was visited by 22.4 million people, which is 9.7% more than
in the previous year. After Euro 2012 it became easier for incoming tourism operators
to prove potential customers that Ukraine is a very interesting, new and promising area
for tourism, with the corresponding infrastructure, national color. These facts
positively influenced to increasing of tourist flows. About 3.4 million people (the
highest number of tourists served by the subjects of tourist activity of Ukraine) fell on
2013 year, the growth rate of tourists increased by 9.0% compared with the previous
year. In 2014, due to military actions in Donetsk, Luhansk Oblasts, the difficult
1. Globalization processes
in the world economy
2. Geopolitical cataclysms
4. Economic growth of
the incomes of
population
7. Introduction of visa-
free regime in Ukraine
with European countries
3. International legal field
5. Activities of
international
organizations
6. Features of marketing
of foreign operators
8. Visa regimes in other
foreign countries
9. Instability of tourist
fashion on the demand for
tourist services
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