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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