ВЕКТОРИ ОПТИМІЗАЦІЇ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВ ТУРИСТИЧНОЇ ГАЛУЗІ (НА ПРИКЛАДІ ТУРИСТИЧНОЇ АГЕНЦІЇ «О-ТУР»)

Abstract

The article explores the actual problems of the marketing strategy of enterprises in the tourism industry and suggests ways to improve it on the example of the travel agency «O-Tour» (Ivano-Frankivsk, Ukraine), including: improvement of advertising activities through a comprehensive advertising campaigns, differentiation of pricing strategies, coverage of new niches in the domestic tourism market in the region, activation of communication on the Internet, developmen tof a website for greater visualization of services and its SEO-optimization. Trave lagency «O-Tour» monitors changes in the tourist market, studies the activities of competing companies and constantly expands the range of tourist services in order to meet the needs of existing and attract new customers, increase profits and the image of the company. A quality product policy and constant updating of the assortment is a key task in the activity of a travel agency. The marketing strategy of a tourist enterprise involves a number of marketing measures to promote its services to the market, including also definition of goals, planning of marketing measures, analysis, monitoring. Marketing strategy includes strategies for target markets, the marketing mix, as well as for the level of marketing expenses. Ananalysis of the price policy of the travel agency and its competitors was carried out, that showed the ability of the travel agency to cover most segments of the tourist market, regardless of their financial status. SWOT-analysis and PEST-analysis were used to assess potential problems and prospective areas of activity, which made it possible to propose ways to optimize marketing activities. It is also necessary to strengthen the position on the market of tourist services thanks to a clear marketing strategy, the correct way of forming goals, the introduction of the latest systems and technologies in the management process. Thus, the determination of the company’s strengths and weaknesses, opportunities and threats, the reflection of the influence of such factors as politics, economy, society and technology are elements of strategic planning.