in this direction there are changes of properties of the system of marketing
communications, instruments of social marketing; an effective communication model
of marketing of tourist services is formed on the basis of the subject-subject interaction
of the tourist services provider and the subject - consumer of travel services.
One of the mandatory conditions for the implementation of the concept of social
marketing is the availability of constant contact with consumers who support the
company, caring for the satisfaction of their individual and social needs; the refusal of
enterprises to manufacture and sell goods that can harm the consumer and society as a
whole. That is why social marketing can be considered a new philosophy of
communication between the subjects of the tourist market, when all of them (and not
only consumers) seek to improve the quality of their own lives [20].
Social marketing activities are aimed at a more in-depth study of a motivation and
psychology of consumers and other market participants in order to identify
opportunities for influencing them, envisaging the creation of new types of tourist
product, technologies, improvement of forms of product promotion, distribution
channels and methods of entering new markets. In the tourist market people buy not
only goods or services, but their functional capacity to satisfy a particular human need.
That is why one of the tasks of the social-marketing approachis to provide and
disseminate information not about the properties of the tourism product, but about the
real benefits for the client. It is important to study and form the needs of buyers and to
meet them with the help of more effective methods than competitors, provided the
welfare of all members of society. This problem is able to be solved by social
marketing, because this kind of marketing «involves the development of social
programs aimed at raising the level of perception of certain sections of population of
social ideas or practical actions» [1].
As can seen from Figure 3 in the social marketing model, the social marketing
instruments we have identified represent the social communication system that affect
consumer demand.
In particular, measures to support tourist brands in the Internet space are of great
significance today: in the context of the announcement on the pages of search engine
results; contextual advertising on the sites of travel companies; video and animated rich
media ads. So advertising messages should attract the attention of the consumer, arouse
interest in the product, cause a desire to get it and stimulate the consumer to act (in
accordance with the concept of step-by-step advertising by E. Lewis, 1898). As our
research has shown, today social media as a new space of existence of consumers of
tourist services, which give an opportunity to create client databases, seek their
segmentation and differentiation by subjects of the market of tourist services (social
bookmarking, social cataloging) are becoming important.
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