Open AccessMarketing-mix in tourism: modern concept in the context of sustainable tourism
Author(s) -
Igor Smyrnov,
Oksana Shmatok
Publication year - 2013
Publication title -
vìsnik lʹvìvsʹkogo unìversitetu. serìâ geografìčna
Language(s) - English
Resource type - Journals
eISSN - 2415-7201
pISSN - 2078-6441
DOI - 10.30970/vgg.2013.42.1887
Subject(s) - tourism , marketing , marketing mix , business , resource (disambiguation) , context (archaeology) , sustainable tourism , tourism geography , marketing strategy , service (business) , geography , computer science , computer network , archaeology
Classical model of the marketing mix (complex) 4P and its modification 6P, 7P and 4C are analysed. Attention to the peculiarities of the tourism industry within the service sector, in particular, the value and use of travel resources for creating tourist products were drawn. Proposed original innovative model of marketing mix in tourism, which, on the one hand, takes into account specific characteristics of sustainable tourism with its obligatory binding and attention to tourist resources, on the other – it is based on classic model of marketing mix. Key words: marketing mix, sustainable tourism, tourism resource base.