MARKETING APPROACH TO UNDERSTANDING, FORMING AND DEVELOPING TOURIST DESTINATIONS

Abstract

The article substantiates the need to apply a marketing approach to the understanding, formation and development of tourist destinations. The definition of the concept of "tourist destination" within the territorial (geographical), economic, tourism-oriented and marketing approaches. In our research the definition of a tourist destination has been clarified as a managed system that has tourist resource potential, tourist infrastructure, tourist resources, a set of tools and technologies, forms relations between domestic and foreign markets to ensure sustainable development of tourism.
 According to the marketing approach, a tourist destination should be understood as a set of tourist resources, tourist infrastructure, tourist attractions, which are selected and linked in such a way as to meet the needs and expectations of tourists. Emphasis is placed on the fact that according to the marketing approach, the elements of a tourist destination as a marketing system must be selected and linked so that they meet the needs and expectations of tourists, but do not conflict with the interests of domestic participants.
 It is noted that the development of the destination should be carried out within a single strategy, the different interests of the actors of the tourism market should be balanced as much as possible in order to increase the competitiveness of the destination.
 The definition of marketing of tourist destinations is offered, which is formed within the framework of the partnership concept focused on the definition and creation of new values for all participants of the interaction.
 Each participant in the interaction (tour operators, travel agencies, destination management, residents, visitors, investors, business) should be regarded as unique, and it is necessary to establish stable long-term communication links. It is noted that the achievement of marketing goals (adaptation to changing factors of the marketing environment, attracting tourists, increasing tourist costs, improving reputation, improving image, expanding territorial coverage, entering new tourist niches and developing new types of tourism, crisis management, development of incentives). ) tourist destinations require the use of marketing technologies, methods, techniques, tools, as well as the definition of indicators that reflect the results of marketing and allow you to control the processes
 In this research work the structure of the marketing complex according to the "7P" model is considered and the essence of each of the elements is determined. It is concluded that the marketing approach to the destination involves the development of an integrated product of the destination, based on the needs, expectations, perceptions, impressions and emotions of the tourist, and the tourist infrastructure only meets these needs.