(travel) they offer to the Ukrainian population, but also look for new tourist routes and
interesting channels for the promotion of tourist services.
Figure 2. Chart of tourist flows in Ukraine in 2007 – 2017
Source: compiled by authors according to [18]
Formation of consumer demand for tourist services by means of marketing
communications. Establishing effective communication channels for providing
information and creating a positive image of travel services requires a reassessment of
the importance and role of marketing and its instruments. Study of the problem allows
to state that the social marketing aspects of the sphere of tourism activity require the
development of more «effective instruments, a single administrative space capable of
ensuring the integrity of the management system of the market, the effectiveness of the
relationship of its components, coordination and interconnection of any subject of
tourism activity» [9].
The marketing concept of management involves a radical change in the system of
marketing influence methods of the formation of market demand for a tourism product,
among which strategic decisions, marketing instruments and communications, content
marketing, etc. acquire significance. In this case, it is important to take into account the
adaptive possibilities of the market of tourist services to social changes, and therefore
the adaptive approach is characterized by situational development and is characterized
by great flexibility, fast time management of the object, the presence of feedback. It is
0
5000000
10000000
15000000
20000000
25000000
30000000
35000000
40000000
45000000
50000000
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
Domestic tourists
2155316
1386880
1094170
649299
715638
773970
702615
322746
357027
453561
476967
Foreign tourists
2312215725449078207983422120332721415296230128232467122712711507124282861333309614229642
The number of Ukrainian citizens who traveled abroad17 334 65315 498 56715 333 94917 180 03419 773 14321 432 83623 761 28722 437 67123 141 64624 668 23326 437 413
1
7
3
3
4
6
5
3
1
5
4
9
8
5
6
7
1
5
3
3
3
9
4
9
1
7
1
8
0
0
3
4
1
9
7
7
3
1
4
3
2
1
4
3
2
8
3
6
2
3
7
6
1
2
8
7
2
2
4
3
7
6
7
1
2
3
1
4
1
6
4
6
2
4
6
6
8
2
3
3
2
6
4
3
7
4
1
3
23122157
25449078
20798342
21203327
21415296
23012823
24671227
12711507
12428286
13333096
14229642
2155316
1386880
1094170
649299
715638
773970
702615
322746
357027
453561
476967
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