Figure 3. Model of the structure of social marketing in the market of tourist 

services

 

Source: compiled by authors on [2-4, 7-10] 

Model of social marketing structure 

 

Technology of realization of socially 

significant problems 

skills of social 
competence in 

decision-making 

contingent action 

sponsorship, charity 

different forms of social 

partnership 

corporate volunteering 

partner interaction 

between business and 

population 

availability and 

insignificant value of 

tourist services 

formation of public 

opinion about the travel 

agency 

electronic marketing 

on-line consultation 

contextual advertising 

creation of a regional 

logistics system 

creation of a tour 

information center for 

low-mobility citizens 

process of organization 
of events PR-campaign 

electronic guide 

addition to mobile 

(tour-guide) phone 

mechanism of 

additional feedback 

the organization of 

communication with 

consumers 

Оptimization of 

communication with 

partners 

Outsourcing-flexible 

response to changes in 

customer inquiries 

The motives of 

consumption 

 

Creation of 

attractiveness of tourist 

services 

Social marketing as a new creative approach to social change 

and social processes in a democratic society 

 

coordination of 

interests of the 

organization, 

consumers society 

presence of 

processes in the 

field of social 

relations 

proposition of 

available at the 

price of goods 

and services 

interaction of public 

organizations with the 

authorities 

Consideration of 

psychological and 

social factors to meet 

needs 

instruments of social marketing 

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