INNOVATIVE MARKETING TOOLS FOR THE PROMOTION OF A TOURIST PRODUCT

Abstract

Objective. The objective of the article is to determine the marketing component of the tourist product, to reveal the role of innovative marketing tools for the promotion of the tourist product on the market; to consider goals, tasks and functions of the promotion process. Methods. Theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The research applies methods that provide its logical essence such as the method of a systemic approach, the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems, which allow to reveal the essence of the innovative marketing approach for the promotion of a tourist product. Results. In the article authors consider ways to ensure effective promotion of goods and services and attract consumers in order to increase sales of tourist products. The peculiarities of the use of traditional and innovative marketing tools in the modern tourism business are determined. New forms and channels, methods and marketing tools of tourism product promotion, ways of filling them with innovative content are characterized. Creative and effective ways of promoting goods and attracting customers in the market of tourist services in the modern virtual space are defined. The main aspects of the use of the virtual environment for the effective and promising activity of tourist enterprises in order to increase their competitiveness are analyzed. Specifics of innovative marketing programs for the promotion of a tourist product, which will contribute to the significant activation of inbound tourism flows to Ukraine, have been revealed.