MARKETING STRATEGIES AND TACTICS OF ADVERTISING PROJECTS FOR TOURISM COMPANIES

Modernizaciâ, Innovaciâ, Razvitie

O. M. Tolmachev¹ 

[1] Bauman Moscow State Technical University;

关键词: tourism;    advertising;    the potential buyer;    strategy;    tactics;    image;    individuality;   

DOI  :  10.18184/2079-4665.2016.7.4.129.133

来源: DOAJ

【 摘 要 】

The subject / topic. The relevance of the article is that today tourism is a massive social and economic phenomenon of global scale, as is known, any vacation begins with advertising. Therefore, for the progressive development of tourism companies need to develop an eff ective strategy and tactics of advertising projects. Potential consumers have become more discerning and prudent, so a consultant position with the fl ood of information does not work. Works expert position, when the product is as if created for the client, that is, the product exists only in synchronism with the buyer. In view of this increased competition between operators of tourist services, and certain segments of the market saturation of a significant amount of travel products with a similar orientation, a unique role for the positioning on the basis of marketing strategy as a process for creating a unique tourism product in the market.The purpose / goal. The aim of the article is to study the features of the marketing strategies of advertising processes in the market of travel agencies and find directions of their improvement in current economic conditions.Article Objectives: To investigate the nature and content of the concept of "marketing strategy of advertising processes"; systematize criteria for the classification of the Company's strategy in the market of tourist services; analyze the features of advertising projects and identify promising directions for improving the marketing strategies.Methodology. The methodological basis of this article are comparative analysis methods.Results. The essence and content of the concept of "marketing strategy of advertising processes." The features of the market of tourist services, allocated target audiences, identifies key factors and trends in the development of this market.The new system is a product of values, square S. Kovalev, who identified four existing mentality of the person. When advertising article or video include representative words and phrases that use all four levels of mentality, because of this advertising always achieves goals.Conclusions / relevance. Promising further expansion of the practice of implementation of marketing approaches in the organization of work of the subjects of the tourism sector, including the use of new technologies.Practical application of the results of this work will form a favorable image of the tourism industry, its products and, ultimately, create positive social and economic eff ect.

【 授权许可】

Unknown