МЕТОДОЛОГІЧНИЙ ПІДХІД ДО ЗАСТОСУВАННЯ КОНЦЕПЦІЇ ЖИТТЄВОГО ЦИКЛУ В МАРКЕТИНГУ ПРОЕКТІВ РОЗВИТКУ ТУРИСТИЧНИХ ТЕРИТОРІЙ

Abstract

The article substantiates the expediency of using the project management of the life cycles of the tourism product and the tourism project as a methodological approach to the marketing of tourist destinations. It is emphasized that the marketing approach to the development of tourist destinations involves the development of a comprehensive tourism product that will be offered to the tourist as a whole. All elements of the product of the tourist destination must meet each other and the needs of the target segment. When there are several target segments in the tourist destination, which are fundamentally different in their motives, requirements and expectations of tourists, it is necessary to develop a product for each of them. Thus, the basis of marketing the tourist destination is the formation and development of the required competitive product, which requires the development of a specific tourism project. It is proved that without understanding the full product life cycle of which product segment it falls into, whether it is a market leader or a competing product, are there any opportunities for further product / technology development that are the project «output», and finally what are the market requirements for from the point of view of technology / product variability (first time demands required to launch the next generation of the product and the planned start entering the product into the market), a project for the tourist destination development may be already known in the lost position in relation to competitors. There are 4 stages of the product life cycle and the main tasks of marketing: 1st stage is «introduction» – consists of two phases: origin and development – the duration of the stage is due to the effectiveness of marketing, quality characteristics of the product and its compliance with consumer needs; 2nd stage is «product development / growth» is characterized by a rapid increase in sales and, as a consequence, a corresponding profit – in this regard, marketing is aimed at further market development, formation of appropriate consumers’ needs and belief in the high quality of tourism product; 3rd stage is «maturity» – characterized by slow sales growth and its stabilization – at this stage, we have to face increasing competition, so if the product is not updated and improved, it may lose its position in the market and quickly fall into the stage of decline, or through «revitalization», for example through diversification, to continue its existence and remain profitable; 4th stage is «decline / routine» – the steady dynamics of falling sales volumes is seen and, consequently, the decline in profits – the marketing tasks should be aimed at adapting to new needs and developing a policy of refining and reviving demand. It has been established that the life cycle of a tourism project is more complex, as it includes the life cycle of product creation (tourism innovation), the stages of its transformation into the project deliverable – consumer (economic, social) value, as well as creating conditions for the implementation of the project process. The four phases of the tourism product life cycle (initiation, planning, execution, closure) are characterized and the importance of clearly defining the feasibility indicators of the tourism project is emphasized. It is substantiated that the feasibility of the project is the possibility and reality of implementation of the project product (s) into life and obtaining the planned results that are of public value and produce a social good. It is substantiated that the effectiveness of a tourism project is not evaluated by the quality of the product that was created, but by the use of this product by the stakeholders, its value. Therefore, despite the completion of a tourism innovation project, to ensure the next phase of the product lifecycle – growth, the project team can further support the product by implementing a new project – a marketing strategy to ensure competitiveness and maintain market positions.