Search

The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterprises containing the following elements: advertising, sales promotion, personal sales, public relations, and direct marketing are determined. The necessity of introducing the latest technologies in this sphere is proved, since in the modern world of global computerization it is simply necessary to use modern technological resources, in particular the Internet, especially in such a sensitive and competitive industry. According to the results of the analysis and generalization of the study of Travelport company, which is one of the outstanding providers of electronic distribution services in the travel industry, a rating of marketing communications used in the tourism and hotel business is compiled. Based on the results of the study, the need for an integrated approach to the planning and implementation of communication processes, based on the consistency of actions of all means of marketing communications within a single strategy to achieve the set marketing goals, is established. As an innovative marketing communication instrument, enterprises of the tourism and hotel business are offered the use of integrated marketing communications (IMC), which are holistic communication systems and allow to cover all aspects of the marketing complex, which further contributes to the most effective action on the consumer. So, depending on the direction of activity, the availability of human resources and financial condition, the company chooses a way to present itself in social networks through the most effective communication instrument, tailored to suit the market needs

The article clarifies and discloses the essence of the conceptual apparatus of the tourism and recreational potential as an element of the competitiveness of territories. The problems of disclosure of the theoretic-methodological basis of the tourism and recreational potential, its functions and role in society as a source of innovatics in tourism have been actualized; the categories of «potential», «tourism», «recreation», «tourism and recreational potential», «tourism and recreational potential of territory» are defined. It is noted that digitalization, innovation, greater accessibility and societal change will continue to shape this sector, and companies will need to adapt to remain competitive while at the same time the tourism and recreational potential will be conceived as a means of achieving the goals of sustainable development and tourism attractiveness of territories. It is noted that the basis for the development of tourism and recreational functions, of course, is the tourism potential, which can be described as the most important determining factor in the development of tourism and increasing the competitiveness of territories. The tourism potential determines the possibilities of creating new tourism products. The carried out analysis of the component structure of the tourism and recreational potential will contribute to studying and developing the resource capital of the potentially attractive and competitive territories, thus influencing their investment and investment reputational status. It is concluded that the tourism and recreational potential is a rather capacious concept, which contains numerous determinants that define the tourism and recreational attractiveness of a certain territory. In view of the favorable conditions for tourism activities and significant profits for the needs of socio-economic development, most of the territory of Ukraine is successfully trying to develop the markets of tourism services, entering into a competition for the tourist flows.

The publication is aimed at disclosing the problems arising in the sphere of interaction of the members of a territorial community with the bodies and officials of local self-government (LSG) concerning its implementation, and potential ways of solving these problems. Within the terms of the carried out research the following problems of interaction of LSG entities have been disclosed: imperfection of normative-legal base regulating the procedure of interaction of LSG entities; excessive cumbersome structure of the public administration apparatus; lack of interest of the LSG parties in cooperation; lack of trust between local authorities and the public; lack of an effective mechanism for the implementation of feedback; low level of public consciousness of the population and, as result, absence of an effective algorithm for implementation of LSG.