PROJECT APPROACH TO MARKETING MANAGEMENT IN TOURISM

Abstract

The purpose of this article is to study the peculiarities of the project approach to marketing management in tourism, which in the conditions of modern changes, which in today's conditions will allow tourism business enterprises to be more flexible, endure and continue to develop in crisis situations. The article considers project management as an important component of management in tourism. The significance of the project approach to marketing management in tourism has been studied. The significance of the project approach to marketing management in tourism is characterized as an important direction in increasing the competitiveness of tourism business enterprises. The main aspects of marketing project management at tourism business enterprises are considered. Since in today's conditions of rapid development of society, the requirements of tourists are increasingly changing not only for the tourist product, but also for its promotion on the market. Increasingly, tourism business enterprises need to work ahead of time in order to find out what will be of interest to tourists in the future and to determine trends in the development of tourism business. This cannot be done without a comprehensive approach to marketing management in tourism in order to use all possible resources in such activities. In this case, to date, the most promising and comprehensive is the project approach to marketing management in tourism, which involves the teamwork of the entire enterprise during the creation and implementation of marketing projects, and not the work of only one marketing department. The project approach in the creation and implementation of a tourist product is extremely important today, because the requirements for the complexity of the tourist product can be fulfilled only with the comprehensive activity of all employees of the enterprise through the implementation of the tasks of the marketing project.