METHODOLOGICAL ASPECTS OF ADVERTISING ACTIVITIES FORMATION IN THE MARKET OF TOURISM SERVICES
Journal Title: Бізнес-навігатор - Year 2018, Vol 4, Issue 47
Abstract
The article analyzes theoretical and methodical foundations of advertising activity formation in the market of tourist services. The factors defining consumer preferences in tourism are outlined. The estimation of Ukraine’s tourist potential was made on the basis of the expert estimation method. The dynamics of inbound and outbound tourist flows of Ukraine is analyzed and forecast data for future periods are calculated. Practical advice on adjusting the advertising policy of tourist enterprises in accordance with the identified trends in the development of further activities is provided. The model of advertising campaign results’ forecasting for Ukrainian tourist enterprises is developed.
Authors and Affiliations
O. М. Sakovska
Keywords
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- EP ID EP659934
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