Open AccessSUBSTANTIATION OF ELEMENTS AND STRUCTURE OF ORGANIZATIONAL AND ECONOMIC MECHANISM OF INTERNET MARKETING FOR DEVELOPING TOURISM ENTERPRISES ON INNOVATIVE PRINCIPLES
Author(s) -
Ірина Білецька
Publication year - 1970
Publication title -
ìndustrìâ turizmu ì gostinnostì v centralʹnìj ta shìdnìj êvropì
Language(s) - English
Resource type - Journals
eISSN - 2786-4820
pISSN - 2786-4812
DOI - 10.36477/tourismhospcee-1-2
Subject(s) - tourism , the internet , business , marketing , mechanism (biology) , incentive , organizational structure , industrial organization , knowledge management , economics , computer science , management , philosophy , epistemology , world wide web , political science , law , microeconomics
Perspective directions in strategizing the Internet marketing policy for innovative development of tourism enterprises are formed. A methodological approach has been developed and proposed, which allows to effectively and on an institutional basis combine opposite strategic vectors of activating Internet marketing of innovation: external vector (when a company focuses on innovation, related to trends in market demand and external need for innovation) and internal vector (when the path of innovative development and activity is determined by internal potential and financial resource capacity). Thus, the peculiarity of the author's approach is in the identification of organizational-managerial, information-technological, integrated, financial-investment, marketing, immanent, infrastructural, cluster and interactive spatial-network directions of innovative development with clear signs of synergy. The applied significance of the research is to determine the strategic concept and design a structure of the organizational and economic mechanism for improving Internet marketing of tourism enterprises on an innovative basis, as well as to substantiate the provisions of the organizational and economic mechanism of tourism development on an innovative basis. The scientific novelty of the research results is that the developed tools of policy of formation and implementation of organizational and economic mechanism of Internet marketing for the tourism enterprise development on innovative principles based on new tools and concepts of system and complexity of their combination, traditional substantiation of a set of proposals for the organization and control of innovation, the introduction of a number of economic incentives and motives for its internal and external actors. Such innovative principles allowed to substantiate the essential-typological and applied characteristics of functional and structural elements of the organizational-economic mechanism: institutional-legal base, administrative-functional apparatus, information-analytical block, scientific-technical support, financial-investment support, market-interface superstructure, intellectual-personnel component and logistics.