UDC 658.8
DOI: 10.36871/u.i.k.2024.11.01.005
Authors
Alena S. Khugaeva,
North Ossetian State University K. L. Khetagurov,
Vladikavkaz Russian Federation
Abstract
The work is devoted to the study of marketing in the tourism industry, taking into account its importance in the context of increasing competition and demand variability. The document reveals the key aspects and objectives of marketing aimed at meeting customer needs, forming long-term relationships and increasing the level of trust in the brand. Marketing management strategies are considered, such as the use of integrated services and strategic planning, which help travel companies adapt to economic changes and remain competitive. Special attention is paid to the development of effective marketing tools that help maintain the quality of services and create a positive perception among consumers. In conclusion, the importance of cooperation between the private and public sectors is emphasized for the successful promotion of tourism products and the creation of a positive image of the country as an attractive tourist destination. The specific characteristics of the tourism product are analyzed, which require a deep understanding and a thoughtful approach to achieve stable success in this industry.
Keywords
tourism marketing, brand, consumer, strategic planning, tourism product, demand, competitiveness.
