PRACTICAL FEATURES OF THE USE OF MARKETING TECHNOLOGIES IN THE MANAGEMENT OF A TOURISM ENTERPRISE

Abstract

This article deals with practical features of the use of marketing technologies in the management of a tourism enterprise. More than a technological shift, digital technology is a disruption of the entire ecosystem of tourism stakeholders and involves an awareness and mobilization of all stakeholders to cope to this challenge. The marketing strategy of the destination must determine which tourist resources are at the destination, which tourist product can work on their basis, on whom this tourist product is oriented, how will it progress and what technological resources are needed for this. Increasingly, both political conditions and technological developments are influencing demand behaviour and buyer potential in ever shorter cycles. Strategic marketing and the agile competitive strategy of a company are thus becoming increasingly important, especially since the markets themselves are reacting more and more dynamically. The purpose of this article is to understand and analyze practical features of the use of marketing technologies in the management of a tourism enterprise.