Concept and practice of marketing glamping as an eco-friendly tourism product

Abstract

The article updates the application of a marketing approach in the glamping industry to maximize the use of all the opportunities that this environmental innovation provides for solving economic and social problems. The purpose of the study is to formulate the foundations of the conceptual model of glamping marketing as a type of marketing management in the service sector, combining, on the basis of the principle of complementarity, on the one side, the realization of the needs and motives (rational, emotional, mental) of clients in active leisure and on the other side, green, cultural, economic development of territories into a single synergetic process of creating socially significant products that combine the characteristics of tradition and modernity. In their study, the authors rely on the results of an analysis of the Russian glamping market and note the increased interest of consumers in the new format of the tourism product. The glamping industry can bring quick profits, but less long-term results combined with a weak social effect. The scientific novelty of the research is as follows: based on clarifying the characteristics of marketing in the glamping industry, the term “glamping marketing” was proposed and justified, which, despite its industry nature, can become the basis for the creation of other innovative products of the green industry; the relationship between green marketing, territorial marketing and glamping marketing has been identified; the elements of the service package were adapted to the glamping industry and an algorithm for its strategic marketing management was proposed, based on the logic of strategic management and technological entrepreneurship.