Abstract
Importance. The article analyzes the stages of development of tourism marketing as a field of scientific knowledge in the theory of marketing. Objectives. The purpose of the present research was to analyze the formation and development of the theory of tourist marketing abroad and in Russia. Methodology. The study was based on the content and comparative analysis of foreign and domestic fundamental works on the theory of tourist marketing. Results. The theory of tourist marketing was a logical continuation of the development of the theory of service marketing as a response to the formation of a service-type economy. In the process of evolution of the theory of tourist marketing, it went through two stages. The first stage (1965 – mid-1990s) was devoted to the study of the characteristics of marketing activities in the field of tourism and hospitality at the microenvironment level. The second stage began in the mid-1990s. It was the study of marketing technologies at the level of meso- and macrosystems. Conclusions. The conducted analysis showed that the domestic theory of tourist marketing is derived from foreign studies in this area. In addition, the author distinguishes two main stages in the development of marketing theory in tourism according to the object of study.
Highlights
The article analyzes the stages of development of tourism marketing as a field of scientific knowledge in the theory of marketing
The study was based on the content and comparative analysis of foreign and domestic fundamental works on the theory of tourist marketing
The theory of tourist marketing was a logical continuation of the development of the theory of service marketing as a response to the formation of a service-type economy
Summary
В статье проведен анализ этапов развития туристического маркетинга как области научного знания в теории маркетинга. Цель данной статьи заключается в анализе становления и развития теории туристического маркетинга за рубежом и в России. Что развитие основ теории туристического маркетинга базировалось и было логическим продолжением развития теории маркетинга услуг как ответ на процесс формирования экономики сервисного типа (экономика услуг). К. Генезис туристического маркетинга как области научного знания в теории маркетинга // Вестник Кемеровского государственного университета. Согласно данным Группы Всемирного Банка доля сферы услуг в мировом ВВП в 2012 г. С тех пор интерес ученых к проблемам развития теории туристического маркетинга устойчиво возрастает Number of publications on tourism marketing in international academic journals, 1968–2014 о туристическом маркетинге как о самостоятельной концепции в теории маркетинга. Основные этапы становления концепции маркетинга услуг представлены в таблице. The main stages of the development of the concept of marketing services [1, p. 13–14]
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