FEATURES AND SIGNIFICANCE OF MANAGEMENT OF MARKETING ACTIVITIES OF A TOURIST ENTERPRISE

Abstract

The article reveals the essence of the concepts "marketing in tourism", "marketing activity of a tourist enterprise", considers the management of the marketing activity of a tourist enterprise as a managerial activity related to planning, organization, coordination, control, audit and stimulation of actions to intensify the process of demand formation on the tourist product and increasing the profits of the tourist enterprise. The main attention is focused on the performance of marketing functions in tourism based on the specifics of the tourist product, which distinguish the sale of the tourist product from the sale of other goods and services. The main aspects of the tourist product are considered, through which the essence and peculiarities of the marketing activity of the tourist enterprise are revealed in order to expand the sales market. It has been established that effective management of marketing activities of a tourist enterprise, performance of all marketing functions is a tool for solving the problem of matching demand and supply for a tourist product. Due to the peculiarities of tourism activity, the study of consumers is the most important direction of marketing activity. Studying the nature and mechanism of the influence of various factors on the behavior of consumers of tourist services, their motivation, makes it possible to determine the likely reaction of customers to certain offers of a tourist enterprise and allows you to turn a potential buyer into your client.