The developed structural and functional model of demand management on a
tourist product provides the purposeful influence of the control system on the object of
management, and in the result the object passes to another state and accelerates the
mechanism of optimal management of the process of realization of social marketing
approaches to the market of tourist services. It is the management of the process of
implementing the above-mentioned approaches in the whole set of factors determined
by us will enable to realize and fully meet the demand of consumers of various
categories for quality travel services. The socially-oriented marketing paradigm for
managing this process will determine the interaction and interrelationships between
social marketing factors and the impact on the creation and implementation of a
tourism product that will be competitive in the modern market. Due to the simulation
of the process, we can identify the patterns of influence of social marketing instruments
on the motives of consumption of tourism product, the degree of satisfaction of the
needs of consumers of tourist services. It is also important in the simulation process
the ability to trace the causal relationships between the behavior of consumers and the
nature of the impact of modern social marketing communications on their demand.
In the process of our research, we demonstrated the benefits of social marketing,
whose system of instruments places the interests and needs of people first. The study
showed that systematic work on the implementation of social marketing instruments
will have a positive impact on the work of travel agencies, and will direct them to keep
social responsibility and ethical social norms. Electronic communication instruments,
successful pricing policy, dialogue and flexible response to changes in consumers’
requests will enhance the attractiveness of tourist services and enhance the social
effectiveness of the tourism market in Ukraine.
CONCLUSION
Modern marketing environment of the tourist enterprise is impossible without
taking into account the requirements of the social sphere of the market of tour services.
This sphere requires innovative, socially-oriented initiatives on interaction with
consumers in the direction of increasing the demand for tourist products and services.
In this context, the company's marketing communications policy needs to be changed,
which should take into account the potential impact of social marketing instruments.
They will allow you to change the content of the tour service qualitatively, which will
affect the effectiveness of tourist flows in general.
We considered the social and marketing approach to the processes of development
of tourist trips as a new way of constructing relations with consumers of tourist
services. Changing the properties of the system of marketing communications involves
the creation of a new communication model based on the subject-subject interaction of
the manufacturer of tour services and the subject of the consumer. The basis of this
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