which confirms the relevance of adoption of programs for social development of
regions, and in particular social tourism, Fig
.
5.
0
5000
10000
15000
20000
25000
30000
35000
2014
2015
2016
2017
1400
1399
1295
1235
13997
9743
9669
9745
15925
11606
11391
11386
Number of
enterprises
Children's health
and recreation
facilities
Bases and other
recreation
facilities
Houses and
holiday resorts
Sanatorium-
preventorium
Sanatoriums and
boarding houses
with treatment
Figure 5. Number of enterprises of tourism sphere of social orientation in
Ukraine
Source: compiled by authors on the basis of [18]
Figure 5 illustrates the steady decline in the number of tourism enterprises in the
social trend (by 29% in 2017 relative to 2014). Thus, social tourism needs support at
the state and regional levels.
Modern marketing views the tourism market as an object that is constantly
evolving and changing under the influence of human activity. In this case,
organizations are no longer passive actors of the market, and active participants in its
development [6]. Systematic information from the consumer of tourist services
provides material for the adoption of effective management and marketing decisions
by the management of the tourist enterprise. We have developed a structural and
functional model of demand management for a tourist product in the context of
implementing a social marketing paradigm. The structural and functional model
consists of a system of social and marketing factors for the creation of an economically
attractive tourist product, to which we attributed the instruments of marketing
communications, because they help to establish information links between the subjects
of the tourist services market.
In the structure of these links, we considered more effective communication
channels for the formation of the demand for tourist services through social media
(online content publications, advertising on the Internet, social bookmarking services,
etc.). Our research and the results confirm the effectiveness of most of these
instruments, which have a clear social orientation. At the same time, it is desirable to
intensify the creation of regional logic systems, tourist information centers for the little
mobile citizens, effective in conquering consumer attention and managing customer
experience, and demand for services should become an electronic guide and tour guide
in the form of an appendix to a mobile phone.
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