УПРАВЛІННЯ ЗБУТОВОЮ ДІЯЛЬНІСТЮ НА ТУРИСТИЧНОМУ ПІДПРИЄМСТВІ

Abstract

The article is devoted to a topical issue related to the sales activities of enterprises in the field of tourism.The management mechanism which is directed on improvement and development of tourist activity both of a whole, and the separate enterprise is analysed. The author studies the role of the management system in modern enterprises and determined that in practice the possibilities of its use are extremely wide. The activity of tourist enterprises is not limited to the creation of a tourist product, it is also necessary to bring this product to the final consumer-tourist and ensure its availability on the market. To ensure the effective implementation of tourist services, the tourist enterprise must organize the sale of tourist products. Nowadays, the urgency of studying the problem is due to the fact that in terms of marketing, economic and management processes to consider aspects such as sales policy of organizations, their advertising strategies and possible measures to increase sales of tourism enterprises is the basis of how successful business , how quickly it will respond to changes in the market environment and how productive and affordable the travel agency will operate not only in terms of the owner of the company, but also the consumer himself. Issues related to the formation of the mechanism of organization of the sales system and improving the efficiency of sales management in general and in terms of market segments and product groups remain insufficiently studied. At the same time, special attention should be paid to the peculiarities of sales activities, marketing channels, control, and evaluation of the effectiveness of measures to promote sales, integration of marketing and logistics principles, their relationship with the company structure. In addition, there is an urgent need for innovative ways to increase sales efficiency. In modern conditions, sales are considered only as one of the many elements of marketing. However, the practice of marketing convincingly shows that sales should not be considered as a one-time event, but as an element of a well-thought-out long-term strategy of the tourist enterprise. Taking into account the practical activities of tourism enterprises of these aspects of sales activities will bring to a new level of quality management of the enterprise in general, and marketing in particular.