DIRECT MARKETING AS AN INTERACTIVE MARKETING SYSTEM FOR THE DISTRIBUTION OF TOURIST SERVICES
Abstract
Direct marketing involves the distribution of products, information and advertising benefits for customers through interactive work (communication). The reason for the popularity of direct marketing is in technical advances, such as customer relationship management and Internet marketing that allow direct contact with target consumers. The aim of the article was to substantiate the technique of direct marketing as an interactive marketing system for the distribution of tourist services in order to increase the competitiveness of tourism. Direct marketing is characterized by high accuracy in obtaining quick and direct consumer responses, and easy measurement of marketing results. Direct marketing is based on databases and lists of potential customers (users) of services, is becoming increasingly available to marketers. To assess the state of tourism in Ukraine and further to characterize the direct marketing as an interactive marketing system for the distribution of tourism services it was analyzed the dynamics of tourism flows in Ukraine. During 2015-2019, the number of tourists served by tour operators, travel agents increased by 4 million people. The number of foreign tourists visiting Ukraine increased by almost 72,000, and the number of tourists traveling abroad increased by 3.9 million. Domestic flows of tourists also show stable growth dynamics during the study period (2015-2019). In the article there are identified the advantages and disadvantages of direct marketing as an interactive marketing system for the distribution of tourist services. Sustainable market competitiveness of the tourism industry requires a balance of growth orientation and commitment to the environment with an acceptable rate of return for all industry partners involved in destination marketing. Any changes in the distribution systems of tourism can be stimulated by external macro-factors, such as politics and trade, the global and national economy, technological innovation and access to them. In the near future, the tourism market will definitely introduce new technologies and opportunities; as many venture capital firms invest more and more in innovation.
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