The Modern Marketing Tendencies and Approaches to the Provision of Tourist Services

Abstract

The article is aimed at clarifying the modern marketing tendencies and approaches to the provision of tourist services. The modern marketing trends and approaches in the sphere of tourist services are disclosed. The innovative conceptions of tourism marketing are described, including: assimilation of tourism marketing and marketing of service sphere, that is caused by existence of kinship traits; orientation of tourism marketing towards demand, that is towards needs and wishes of clients; a greater degree of communication between the tourism marketing at the macro and micro Levels. The cases of introduction of marketing types by tourism operators are displayed, a model of implementation of marketing programs of tourism operator during the life cycle is provided. It is determined, that the modern tendencies of tourism marketing can include: changes in behavior of consumers of tourist services, among which should be allocated individualization of demand, ecologization in terms of thinking, change of frequency and duration of travels; spreading of marketing of relation with clientele; inseparability of the modern tourism enterprise from e-marketing; computerization and technologization of tourism business; at the national level there is not enough efficient marketing in terms of tourism promotion in Ukraine, as well as regression of demand for tourist services.

Keywords

• marketing
• marketing instruments
• enterprises
• tourist service
• tourism business