Shevchuk Evgeniya

Donetsk National University of Economic and Trade

named after M. Tugan-Baranovsky

MARKETING IN THE TOURISM INDUSTRY

Tourism is one of the most profitable and most dynamic sectors of world economy. It also stimulates the development of national economy, to increase foreign exchange earnings through the development of inbound tourism, the effective use of natural, historical and cultural potential.

Providing essential travel services primarily to countries that are on the path of market reforms. It is thus made significant progress in the development of tourism Greece, Egypt, Turkey, Spain. World trend growth areas of tourism show that tourism is expedient to declare a priority sector in Ukraine.

However, at present the market of Ukrainian tourism is developing very unevenly. Volume of outbound tourism prevails over the entrance, the volume of tourism market does not meet its potential. The level of recreational use of internal resources of Ukraine is only about 8%.

This is due to the following factors:

- Low living standards;

- Poor public policy in the field of tourism;

- Unsatisfactory work most travel agencies.

In particular, the effective management decisions travel agencies, for their range of marketing activities, popularization and promotion of tourism can give positive results in the short term.

Marketing - a type of human activity directed at satisfying needs and market requirements. Marketing of the concept appears, and tourism is precisely in this area.

The marketing mainly contributes to the achievement of the company. One of the main purposes is to increase revenue and profitability of business.

One of the theorists of modern management Peter Draker defined goal of marketing is: "The purpose of marketing - to make regular sales. Purpose - to know and understand the customer so well that product or service is suited to them, and sold themselves".

Marketing in the tourism industry aims to identify the needs of tourists for them to create attractive tourism services, to inform potential tourists are available for travel products, informing them of the place where you can buy these services.

Marketing management in the tourism industry - is to achieve these marketing goals:

- Identify market opportunities and company resources,

- Planning and implementing marketing activities that are necessary to achieve the objectives of the company.

To do business successfully in the tourism business should not only be able to provide quality services, but also know who they are needed for any purpose. This market research conducted. It is clear that market research is essential.

One of the central elements of the marketing activities of travel agencies are advertising campaigns. Advertising in tourism acts as a form of indirect communication between the tourism product and the consumer.

Mass advertising (advertisements) may be very different. The most effective were the following: press, television, radio, videos, mailings, outdoor advertising, and advertising gift.

It should be stressed that advertising in tourism should take into account the peculiarities of the region, countries, traditions and habits of potential customers.

Thus, marketing is an important component of any company. Particularly acute issue of marketing activities for companies facing the tourism industry because tourism market is extremely volatile and dynamic. Implementation of marketing for high efficiency.

It is aimed at: a full and careful consideration of the requirements of market demand and customer needs, their requirements for quality of services in an integrated market research, technical development policies and interventions to supplement the tourist services on the determination of the optimal range of services offered and the production process based on economic calculation: the costs of production (cost) and the provision of services to ensure the effectiveness of material, financial and human resources, profit, make informed decisions about the efficiency of which is determined by the final result of the company.

Development of marketing policy on the basis of determining the most profitable sales channels, expanding the market of tourist services, organizing activities for the development of tourist infrastructure, to stimulate sales and the formation needs potrebiteley.

The implementation of these functions provides feedback from the market in order to correct the calculations in the framework of marketing programs, based on which decisions are made at the appropriate levels of management. Carrying out market research, developing quality products, their professional advancement in the market contributing to the objectives of the enterprise. A goal - a condition the success of the company in the world market economy.