interaction is the dissemination of information not about the properties of tourism
products, but about the real benefits and benefits for the client. The author's model of
social marketing presents the instruments by which it becomes possible to create a
quality tourism product. First of all, this task is performed by high-quality Internet
resources that affect the competitiveness of the tour company. Our analysis of using
Internet resources by Ukrainian travel agencies has shown that it is the expanding range
of new Internet resources and technologies that allows companies to take advantage of
the tourism market.
Today there is a steady tendency to reduce the number of enterprises in the sphere
of tourism of social orientation. So, the social marketing approach requires support and
effective managerial decisions. The structural and functional model of demand
management for a tourism product, developed by us, includes a set of marketing
communications, social media and other communication channels for demand
formation, which is based on a socially-oriented marketing paradigm. The main factors
of this paradigm are an innovative model of interconnections between market subjects
and defined mechanisms for optimizing the management of the implementation process
of social marketing approaches. It is precisely on the condition of simulation of these
mechanisms possible solution of the problem of satisfying the demand of consumers
for quality and affordable travel services.
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