Маркетингова туристична діяльність в логістичних потоках

Abstract

В статті розглянуто особливості маркетингової діяльності в туризмі для забезпечення конкурентоспроможності туристичного підприємства. Визначена особливість логістики туризму як галузі сфери послуг для визначення потоку туристів та розподілення їх за вимогами. Охарактеризована система управління в туристичній фірмі, що застосовує логістичний підхід та направлена на формування маркетингового підходу туристичної галузі. Проаналізовано найбільш популярні напрямки для подорожей серед українців та статистика кількості туристів, які відвідали Україну, а також кількість туристів, які виїхали з неї. Objective Substantiation of marketing and logistics approaches to the formation of logistics flows of tourism enterprises. Methodos. Marketing activity in the market of tourist services forms a system of continuous coordination of the offered services with the services that are in demand in the market. Marketing management at a tourist enterprise includes planning of marketing activities, selection and application of marketing strategies, development and selection of alternative strategies, effective organization of marketing activities and its control. Results The peculiarity of tourism logistics as a service sector is to determine the flow of tourists and the distribution of requirements. This is due to the fact that travel refers to those types of services in which the consumer moves to the producer, and not the producer with his goods ‒ to the consumer. Management of a tourist enterprise is a rather complex process that requires the development of logistics systems to optimize economic flows, which has a significant impact on the financial results of the company. Scientific novelty. The peculiarity of tourism logistics as a service sector is to determine the flow of tourists and the distribution of requirements. This is due to the fact that travel refers to those types of services in which the consumer moves to the producer, and not the producer with his goods  to the consumer. The management system in a travel agency that uses a logistics approach is aimed at forming an integrated approach that creates a real opportunity to combine functional areas of logistics by coordinating actions performed by independent parts of the logistics system. Practical significance The main flows in the logistics systems of the tourism industry are the tourist flow, as well as the flow of tourist services, which are caused by the availability of solvent needs of potential consumers (tourists); all other flows that arise in the logistics system of enterprises (material, information, financial, etc.) only provide these flows. As for the tourist flow, it is provided by providing transport and related services. The combination of marketing activities in the formation of logistics tourist flows determines the competitive vector of the tourism industry.