The Current Trends in Marketing Research in the Tourism Industry
Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing re...
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2020-10-01
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| Series: | Bìznes Inform |
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| Online Access: | https://www.business-inform.net/export_pdf/business-inform-2020-10_0-pages-450_459.pdf |
| _version_ | 1819058149005459456 |
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| author | Yurchenko Nataliia I. |
| author_facet | Yurchenko Nataliia I. |
| author_sort | Yurchenko Nataliia I. |
| collection | DOAJ |
| description | Currently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand. |
| first_indexed | 2024-12-21T13:50:36Z |
| format | Article |
| id | doaj.art-64f55ab9fe894e16ac142b6c58f72ee3 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-12-21T13:50:36Z |
| publishDate | 2020-10-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-64f55ab9fe894e16ac142b6c58f72ee32022-12-21T19:01:42ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2020-10-011051345045910.32983/2222-4459-2020-10-450-459The Current Trends in Marketing Research in the Tourism IndustryYurchenko Nataliia I.0Dnipro State Agrarian and Economic UniversityCurrently, the tourism industry continues to outpace the global economy despite deteriorating global economic prospects, tensions in international trade, social worries, geopolitical uncertainty, instability and the COVID-19 pandemic. The article is aimed at identifying modern trends of marketing research as part of the complex of marketing instruments in the tourism sphere. To achieve this aim, the article uses the following research methods: abstract-logical; situational analysis; mean, absolute and relative values; comparison, graphic, sociological; statistical analysis; economic-mathematical; expert surveys and estimations. Based on the data of the World Tourism Organization, the indicators of development of the world market of tourist services are analyzed. Performed were the following: analysis of the dynamics of the number of subjects of tourism activity (tour operators and travel agents) in Ukraine; total average number of full-time employees; income from the provision of tourist services; operating expenses for the provision of tourist services; number of tourists served by tour operators and travel agents in Ukraine. The content of marketing research is disclosed as a multi-stage process, which should include the collection, registration and analysis of data in the sphere of tourism business. Marketing researches should be conducted according to 8 stages: determining the problem; development of the concept of research; cabinet marketing research; field market research; analysis of market conditions (supply and demand); research of foreign markets; simulation modeling; formation of a marketing information system. In order to determine the rating of tour operators of the mass segment of the tourism market in 2020, a questionnaire containing 16 questions is specified. Its results can be used when evaluating tour operators in terms of customer comfort and cooperation with travel agents. It is proved that marketing research in the tourism industry is advisable to be carried out systematically. This will provide for substantiating and elaborating managerial solutions in order to maximize the satisfaction of the needs of consumers of tourist services and solve the problems of significant seasonal fluctuations in demand.https://www.business-inform.net/export_pdf/business-inform-2020-10_0-pages-450_459.pdftourism industrytourist servicetourist productsubjects of tourism activitymarket conditionsconsumersmarketing researchmarketing instrumentariumquestionnairesindicatorstrendsmarketing strategy |
| spellingShingle | Yurchenko Nataliia I. The Current Trends in Marketing Research in the Tourism Industry Bìznes Inform tourism industry tourist service tourist product subjects of tourism activity market conditions consumers marketing research marketing instrumentarium questionnaires indicators trends marketing strategy |
| title | The Current Trends in Marketing Research in the Tourism Industry |
| title_full | The Current Trends in Marketing Research in the Tourism Industry |
| title_fullStr | The Current Trends in Marketing Research in the Tourism Industry |
| title_full_unstemmed | The Current Trends in Marketing Research in the Tourism Industry |
| title_short | The Current Trends in Marketing Research in the Tourism Industry |
| title_sort | current trends in marketing research in the tourism industry |
| topic | tourism industry tourist service tourist product subjects of tourism activity market conditions consumers marketing research marketing instrumentarium questionnaires indicators trends marketing strategy |
| url | https://www.business-inform.net/export_pdf/business-inform-2020-10_0-pages-450_459.pdf |
| work_keys_str_mv | AT yurchenkonataliiai thecurrenttrendsinmarketingresearchinthetourismindustry AT yurchenkonataliiai currenttrendsinmarketingresearchinthetourismindustry |