Figure 6. Structural-functional model of demand management for tourist
services in the conditions of realization of social-marketing paradigm
Source: compiled by authors
Structural-functional model of demand management on a tourist
product in conditions of realization of social-marketing paradigm
The image of the
market (marketing
communications)
Social media as a
new space of
existence
Communication
channels for the
formation of demand
Social and marketing factors creating an economically attractive tourist
product
Information
relationships
between market
actors
(consumers,
sellers,
intermediaries)
Society-oriented
marketing strategy
Marketing interaction
Marketing
communications as
forming of urgent needs
of a person
Modern e-commerce
technologies
Communication
marketing providing
tourist services
Effective PR as an
instrnment of
management
Information of the consumer
about the range of services
Creation of a positive image of
tourist service
Social media
Publishing on-line content
Advertising events in the
Internet space
Social bookmarking services
Issue of information materials
Training seminars on tourism
Advertising as a factor in the
effective functioning of the
tourism product
Reputation management in
on-line mode
Recovery of consumer
attention
Management of customer
experience
Manage demand
Familiarity with the events of
GCCT (global communication
company in tourism)
Client rights protection
Effective PR as an
instrument of management
M
ec
h
an
isms of optimal m
an
age
m
en
t of
the
imp
lem
en
tat
ion
of soc
ia
l mar
k
etin
g
ap
p
roac
h
es
Implementation and satisfaction of consumer demand for high-quality
tourist services
- 167 -