CROSS-MARKETING IN THE PROMOTION OF TOURIST SERVICES

Abstract

The article considers the essence and possibility of application of marketing technologies "cross-marketing" in the promotion of tourism services. In the process, the study identified the main conditions for the use of cross-marketing in the tourism industry. Analyzed tools for cross-marketing, which include: organization of the activities of the joint discount buyers clubs; cross-promotions to increase sales volumes of produced goods and services (discounts, gift certificates, etc.); the release of a joint promotional literature; joint information stands at exhibitions; mutually beneficial projects of cultural and entertainment plan; General neighborhood or the location of retail space. In the research process identified the key stages of the implementation of cross-marketing in the process of promoting the services of the tourist enterprise: 1.screening and selection of partner organizations for the implementation of this technology; 2. informing the employees of the tourist organization of conditions for the implementation of cross-selling and promoting their effective and efficient execution of their tasks; 3. development and approval of partner organizations in terms of cross-actions; 4. the implementation of the cross-event; 5. informing about the results of the events and mistakes. In the conclusion were presented successful examples of cross-actions.

Keywords

• promotion oftourist services
• cross-marketing
• cross-action
• the partner organizations