Open AccessModern marketing technologies as a factor of increasing competitiveness of tourism enterprises
Author(s) -
О. В. Шпырня,
Е. Ю. Глоба,
В. А. Драгина,
Valentуna Miroshnichenko
Publication year - 2020
Publication title -
naučnyj vestnik ûžnogo instituta menedžmenta
Language(s) - English
Resource type - Journals
eISSN - 2618-8112
pISSN - 2305-3100
DOI - 10.31775/2305-3100-2020-2-104-108
Subject(s) - tourism , business , marketing , promotion (chess) , product (mathematics) , competitive advantage , market penetration , industrial organization , geometry , mathematics , politics , political science , law
Promotion of a tourism product and individual tourism services today is impossible without the use of modern marketing technologies. Their application is currently the key to the competitiveness of the tourism industry enterprises in the tourism services market. The article notes the penetration of various technological innovations in the activities of tourist enterprises, the development of information and communication technologies and the digitalization of marketing communications with the internal and external environment. The specifics of the formation of unique competitive advantages of the tourism industry enterprises is considered. Attention is focused on the need to demonstrate the main achievements, the uniqueness of the services provided on the website of the tourism industry enterprise. It is noted that the use of modern marketing technologies should not imply a rejection of classical methods of promotion. It is proposed to use an integrated approach that allows you to most effectively combine the provisions of classical marketing and the potential of modern technologies.