DISTRIBUTION AS A MODERN FORM OF MARKETING STRUCTURES IN TOURISM

Abstract

Urgency of the research. The need to improve the management of services distribution and to create an efficient marketing system for the operation and development of enterprises in the market is due to the growing competition in the tourism industry against the background of demand reduction for services. Target setting. It is important to study and justify the theoretical and methodological foundations, practical recommendations for managing the distribution of tourist services. Actual scientific researches and issues analysis. The problems of the theory and practice of managing the distribution of tourism services are reflected in the works of foreign and domestic scientists such as J. Bolt, D. Bukhalis, D. Jobber, J. Lancaster, and G. Stewart. In the area of tourism: L. Balabanova [1], G. Calvin, F. Kotler, J. Majkenzi, C. Melnychenko [2], G. Mykhaylychenko [3], G. Osmolovsky, T. Primak and others. Uninvestigated parts of general matters defining. The scientists do not have enough research on managing the distribution of tourism services, taking into account the factors of external environment, competitive influences, marketing innovations and modern IT technologies. The research objective. An article is called to identify an efficient distribution system for tourism services that should be built based on their supply capacity, the channels for promoting tourism products (direct, indirect) and the formation of strategies. The statement of basic materials. The article focuses on the development of theoretical and methodological approaches, practical recommendations on management of distribution activities of tourism enterprises. It is determined that the construction of an effective distribution system for tourism services should be carried out on the basis of their sales potential, channels for the promotion of tourism products (direct, indirect) and the formation of strategies. The usage of electronic distribution in tourism is considered. Conclusions. It is recommended to form the strategic framework for the organization of distribution activities in tourism, focusing on traditional and new sale channels of tourism services, their mutual influence and development, ensuring the provision of advanced technology, and the development of global distribution, which certainly improves the quality of services.