MARKETING AREAS AS A TOOL OF RELEASE THE TOURIST DESTINATION TO THE NATIONAL AND GLOBAL MARKET
Abstract
Purpose. The study is the disclosure features territorial marketing as a tool for improving the competitiveness of tourist destinations and its release to national and international markets, development of main provisions and recommendations for the creation and development of regional marketing programs for development of tourist destinations. Methodology of research. General scientific and special methods were used in the process of scientific research, including: monographic method - in studying the peculiarities of territorial marketing as an effective tool outputs a tourist destination on the Ukrainian and world markets; method of analysis and synthesis - when disclosing of conceptual marketing functions territories that provide optimal use tourist and recreational potential destinations; method of scientific abstraction - when determining of main strategic goals of marketing promotion of territories; method of strategic analysis and logical generalizations - when justifying of marketing strategy of development of destinations, which form the basis for efficient communication with the target segment of tourists. Findings. Reveals the conceptual function areas of marketing that ensure optimal use of the tourism potential destinations. The main strategic goals of marketing promotion areas, including strategic analysis of resources and policy area to identify opportunities and the role of tourism in shaping the overall sustainable development of the region; analysis of tourist resources of the territory, analysis of the economic situation and expectations of the tourism industry key players - government, business, and local residents; identifying the most attractive segments of the tourism market territory, an analysis of their needs, expectations, motivation; development of tourism destinations of the product according to the expectations of target segments of tourism; creating new and improving existing tourist attractions destinations; development and implementation of a comprehensive process of promotion of tourist destinations; forming and managing the brand and image of tourism destinations; formation and maintenance of strategic partnership of government, business and local residents for the successful development of destinations; increase the investment attractiveness and implementation in the territory of the tourist destinations of investment projects in tourism and hospitality. Originality. Is revealed the need to develop and is substantiated marketing strategy of development of destinations, which forms the foundation for effective communication with the target segment of tourists. Practical. In the article is proposed the effective innovative technologies integrated marketing promotion of tourist product on the national and international markets.
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