| id: | 27663 |
|---|---|
| Title: | Theoretical and methodological aspects of strategic marketing at tourist business enterprises |
| Authors: | Mazurkevych I., Riabenka M., Postova V., Lukianets A. |
| Keywords: | tourist market, tourist business enterprises, concept of strategic marketing, strategic analysis, marketing goals, input elements, marketing strategy |
| Date of publication: | 2022-07-28 10:25:48 |
| Last changes: | 2022-07-28 10:25:48 |
| Year of publication: | 2021 |
| Summary: | This paper summarizes the arguments and counterarguments within the scientific discussion on the issue theoretical and methodological aspects of the conceptual strategy of the strategic development of the tourism business. The main purpose of the research is on the basis of generalization of existing researches to improve scientific and practical aspects of the concept of strategic marketing in activity of the enterprises of tourist business. Methodological tools of the research methods were such general scientific research methods as: analysis, synthesis, comparison and analogies. The object of research is the activity of tourist business enterprises. The theoretical and methodological basis of the study are the provisions of economic theory, the theory of competitive advantage, the theory of transaction costs, the theory of cross-border cooperation, marketing theory, strategic marketing, place marketing, marketing of the tourist region. In the course of research methods are used: monographic - for revealing of approaches to comprehensive studying of a subject of research; methods of comparison, analogy, analysis, synthesis and generalization - to reveal the content of basic concepts and terms; retrospective analysis - to determine trends in tourism; tabular-graphic method - to study the dynamics of phenomena and processes of formation of supply and demand in the market of tourist services; method of taxonomic analysis - to assess supply and demand in the market of tourist services; method of sociological survey - to build a matrix of interests and needs of consumers of tourist services; expert evaluation - to determine the level of readiness of tourism enterprises and related activities to cooperate in the tourism cluster, as well as general scientific methods such as traditional analysis, deduction and induction, which processed secondary information and results obtained by other methods. The article contains the comparative characteristics of the classical approach to tourism marketing and strategic approach the standpoint of the importance and effectiveness in decision-making. Particular attention is paid to the input elements of strategic marketing in tourism. |
| URI: | http://ir.vtei.edu.ua/card.php?id=27663 |
| Publication type: | Стаття Web of Science |
| Publication: | Vidyabharati International Interdisciplinary Research Journal. 2021. August. Р. 626-634 |
| In the collections: | Публікація у Web of Science/ Публікації в наукометричних базах даних/ Видання інших установ/ |
| Published by: | Адміністратор |
| File : 27663.pdf Size : 181757 byte Format : Adobe PDF Access : For all | |
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