Table 1 Estimation of the level of use of Internet resources by tour operators
according to the method of Jordenson
Name of means of using Internet
resources
U
krai
ni
an tr
ave
l co
m
pan
ies
Joi
n U
P!
A
nex
T
our
*
T
PG
T
E
Z
T
our
C
oral
T
ra
vel
Pegas
T
ouri
st
ik
T
U
I Uk
rai
ne
А
cc
ord T
our
G
T
O
T
rave
l
C
om
pan
Website of the travel company
+2
+3
+4
+5
+4
+3
+4
+5
+3
E-mail subscription
+3
+3
+3
+4.5
+3
+3
+4.5
+4
+3
Banner and Contextual Advertising
+1 +4.5
+5
+4
+3
+1
+5
+4
+2
Participation in joint projects and
advertising on well-known tourist
portals
+2
+3
+4
+4
+4
+2
+5
+4
+2
Exchange links with other businesses
and resources
+4
+4
+4.6
+4
+4.9
+2
+4
+4.6 +2.5
Integration into the system of Internet
reservation, module on-line booking
+2
+3
+4
+5
+4.6
+2
+4.5 +4.9 +4.5
Virtual tours: 3D tours in the offices of
the company
0
0
0
0
0
0
+5
0
0
Contextual mentions
2
+3
+3
+3
+3
+2
+3
+3
+1
Online counseling online survey
0
+4
+4
+4
+3
+1
+5
+5
+2
Advertising in social media
+2
+3
+3
+2
+2
+3
+4
+4
+3
Мobile site
+1
+1
+1
+2
+5
+1
+3
+3
+2
Total coefficient
20 31.5 36.6 43.5 36.5
20
51
40.5
25
Source: compiled by authors according to [17]
As we see, there is a clear tendency to increase this indicator depending on the
status (rating) of the travel company; by constantly expanding the spectrum of use of
new Internet resources, the company thus forms stable competitive advantages of
enterprises and strengthens their own competitiveness. Researches that we have done,
suggest that there is a direct relationship between the use of IT in the activities of
tourism enterprises to ensure the effective implementation of marketing functions, to
determine the prerequisites for ensuring the quality of tourism services in the context
of usage information technology.
Social marketing involves the development of programs in the interests of the
entire society, which have advertising, promotion, reputation to meet the interests of
large groups of people, the totality of which is a society. The main objective of social
marketing is to reconcile the interests of the organization, consumers and society as a
whole, and therefore the formation of mechanisms of regulation of social processes
should become a priority in implementation. Only by taking into account the specifics
of the emergence and flow of exchange processes in the field of social relations, social
marketing as a technology for solving socially significant problems will be
implemented effectively [8].
As the analysis showed, the number of enterprises of the sphere of tourism of
social orientation in Ukraine in 2017 significantly decreased compared with 2014,
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