{"id":16137,"date":"2022-08-22T09:44:35","date_gmt":"2022-08-22T06:44:35","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=16137"},"modified":"2023-02-21T15:06:39","modified_gmt":"2023-02-21T13:06:39","slug":"vplyv-konczepcziyi-stalogo-rozvytku-turyzmu-na-formuvannya-marketyngovyh-strategij-turystychnyh-kompanij","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=16137","title":{"rendered":"\u0412\u043f\u043b\u0438\u0432 \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u0457 \u0441\u0442\u0430\u043b\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0442\u0443\u0440\u0438\u0437\u043c\u0443 \u043d\u0430 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0439 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0439"},"content":{"rendered":"

<\/p>\n

\u0412\u041f\u041b\u0418\u0412 \u041a\u041e\u041d\u0426\u0415\u041f\u0426\u0406\u0407 \u0421\u0422\u0410\u041b\u041e\u0413\u041e \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0422\u0423\u0420\u0418\u0417\u041c\u0423 \u041d\u0410 \u0424\u041e\u0420\u041c\u0423\u0412\u0410\u041d\u041d\u042f \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0425 \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0419 \u0422\u0423\u0420\u0418\u0421\u0422\u0418\u0427\u041d\u0418\u0425 \u041a\u041e\u041c\u041f\u0410\u041d\u0406\u0419<\/p>\n

INFLUENCE OF THE CONCEPT OF SUSTAINABLE DEVELOPMENT OF TOURISM ON THE FORMATION OF MARKETING STRATEGIES OF TOURIST COMPANIES<\/p>\n

\"\"<\/a> C\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 203-209. \u041d\u043e\u043c\u0435\u0440: \u21162,<\/strong> \u0422\u043e\u043c 2, 2022 (30<\/strong>4<\/strong>)<\/strong><\/p>\n

https:\/\/doi.org\/10.31891\/2307-5740-2022-304-2(2)-32<\/a><\/p>\n

\u0406\u043d\u0433\u0430 \u041a\u0420\u0423\u041f\u0415\u041d\u041d\u0410
\n\u0427\u0435\u0440\u043d\u0456\u0432\u0435\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u042e\u0440\u0456\u044f \u0424\u0435\u0434\u044c\u043a\u043e\u0432\u0438\u0447\u0430
\nhttps:\/\/orcid.org\/0000-0002-4374-6350<\/a>
\ni.budnikevich@chnu.edu.ua<\/a>
\n\u042f\u043d\u0430 \u0413\u041e\u0420\u0411\u0410\u0422\u042e\u041a
\n\u0427\u0435\u0440\u043d\u0456\u0432\u0435\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u042e\u0440\u0456\u044f \u0424\u0435\u0434\u044c\u043a\u043e\u0432\u0438\u0447\u0430
\nhorbatiuk.yana@chnu.edu.ua<\/a><\/p>\n

Inga KRUPENNA, Yana HORBATIUK
\nYuriy Fedkovych Chernivtsi National University<\/p>\n

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\u0417\u0440\u043e\u0431\u043b\u0435\u043d\u043e \u0432\u0438\u0441\u043d\u043e\u0432\u043e\u043a, \u0449\u043e \u043d\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0439 \u0431\u0443\u0434\u0443\u0442\u044c \u0432\u043f\u043b\u0438\u0432\u0430\u0442\u0438: \u0437\u0440\u043e\u0441\u0442\u0430\u044e\u0447\u0456 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0456 \u0442\u0430 \u0433\u0435\u043e\u043f\u043e\u043b\u0456\u0442\u0438\u0447\u043d\u0456 \u0432\u0438\u043a\u043b\u0438\u043a\u0438; \u043d\u0430\u0441\u043b\u0456\u0434\u043a\u0438 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 Covid-19; \u0432\u0456\u0439\u043d\u0430 \u0432 \u0423\u043a\u0440\u0430\u0457\u043d\u0456; \u0441\u0442\u0440\u0456\u043c\u043a\u0435 \u0437\u0440\u043e\u0441\u0442\u0430\u043d\u043d\u044f \u0446\u0456\u043d \u043d\u0430 \u0435\u043d\u0435\u0440\u0433\u043e\u043d\u043e\u0441\u0456\u0457 \u0442\u0430 \u043f\u043e\u0434\u043e\u0440\u043e\u0436\u0447\u0430\u043d\u043d\u044f \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043f\u0430\u043a\u0435\u0442\u0456\u0432; \u0437\u0440\u043e\u0441\u0442\u0430\u044e\u0447\u0430 \u0440\u043e\u043b\u044c \u0456\u043d\u043a\u043b\u044e\u0437\u0438\u0432\u043d\u043e\u0441\u0442\u0456, \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u0457 \u0434\u043e\u0441\u0442\u0443\u043f\u043d\u043e\u0433\u043e \u0442\u0443\u0440\u0438\u0437\u043c\u0443, \u0441\u0442\u0456\u0439\u043a\u043e\u0441\u0442\u0456 \u0443 \u0432\u0456\u0434\u043d\u043e\u0432\u043b\u0435\u043d\u043d\u0456 \u0441\u0435\u043a\u0442\u043e\u0440\u0430, \u0441\u0442\u0456\u0439\u043a\u043e\u0441\u0442\u0456 \u043b\u0430\u043d\u0446\u044e\u0433\u0456\u0432 \u043f\u043e\u0441\u0442\u0430\u0447\u0430\u043d\u043d\u044f \u0442\u0430 \u0435\u043a\u043e\u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0456\u043d\u0434\u0443\u0441\u0442\u0440\u0456\u0457 \u0442\u0443\u0440\u0438\u0437\u043c\u0443 \u0442\u0430 \u043f\u043e\u0434\u043e\u0440\u043e\u0436\u0435\u0439; \u0456\u043d\u0432\u0435\u0441\u0442\u0438\u0446\u0456\u0457 \u0432 \u0446\u0438\u0444\u0440\u043e\u0432\u0456 \u0440\u0456\u0448\u0435\u043d\u043d\u044f \u0442\u0430 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457; \u0432\u043f\u043b\u0438\u0432 \u0441\u043e\u0446\u0456\u0430\u043b\u044c\u043d\u0438\u0445 \u043c\u0435\u0440\u0435\u0436 \u043d\u0430 \u0432\u0438\u0431\u0456\u0440 \u043c\u0456\u0441\u0446\u044f, \u0447\u0430\u0441\u0443 \u0442\u0430 \u0444\u043e\u0440\u043c\u0430\u0442\u0443 \u043f\u043e\u0434\u043e\u0440\u043e\u0436\u0456.<\/p>\n

\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0441\u0442\u0430\u043b\u0438\u0439 \u0440\u043e\u0437\u0432\u0438\u0442\u043e\u043a \u0442\u0443\u0440\u0438\u0437\u043c\u0443, \u0441\u0442\u0456\u0439\u043a\u0438\u0439 \u0442\u0443\u0440\u0438\u0437\u043c, \u0446\u0456\u043d\u043d\u043e\u0441\u0442\u0456 \u0441\u0442\u0430\u043b\u043e\u0433\u043e \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457, \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433,\u00a0 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438.<\/p>\n

\u00a0<\/em>\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0The article examines the impact of the modern trend of strengthening the concept of sustainable development of tourism on the formation of marketing strategies of tourism companies, on updating tourism marketing tools that are becoming more personalized, inclusive, “smart”, digitized, partnership and ecological. It is noted that the marketing strategies of sustainable tourism are formed in the direction of achieving changes that ensure the transition to a higher level of balance of the economic, social and environmental development of the tourism industry. The changes accompanying the post-Covid sustainability trends of the tourism industry are considered. It was emphasized that despite the importance of travelers’ health and safety, price transparency, value, environment and environment of service provision, gastronomy, emotions, accessibility, inclusiveness and barrier-freeness have gained importance. positive consumer experience and sustainable business practices.<\/p>\n

It is noted that when choosing a place of rest and travel, tourists rarely refer to ratings and assessments of competitiveness, they go where they feel comfortable, where they can get the impression of rest. Important indicators of the tourist reputation of a country are the ratings of the world’s authoritative Internet aggregates working in the field of tourism. It is noted that the decisive factor in the choice of a travel destination and the formation of tourist flows is the attractiveness and hospitality of local residents, therefore formal and informal ratings of countries and territories with the friendliest residents are updated. Attention is focused on the popularity of the new concept of travel – “slow tourism”, on the formation of new models and trends in the tourism sector in the long and short term: increasing the role of national and regional tourism; increased attention to sustainable development and responsible tourism; technology and digitalization of the tourism sector; “smart tourist destinations”, cognitive tourism; new generations of consumers.<\/p>\n

It was concluded that the marketing strategies of tourism companies will be influenced by: growing economic and geopolitical challenges; consequences of the Covid-19 pandemic; war in Ukraine; the rapid increase in energy prices and the increase in the price of tourist packages; the growing role of inclusivity, the concept of accessible tourism, sustainability in the recovery of the sector, the sustainability of supply chains and the ecosystem of the tourism and travel industry; investments in digital solutions and technologies; the influence of social networks on the choice of place, time and format of travel.<\/p>\n

Keywords:<\/strong> sustainable development of tourism, sustainable tourism, values of sustainable development, marketing strategies, tourism marketing, marketing tools.<\/p>\n

\u041b\u0456\u0442\u0435\u0440\u0430\u0442\u0443\u0440\u0430<\/strong><\/p>\n

    \n
  1. Aall Carlo Sustainable Tourism in Practice: Promoting or Perverting the Quest for a Sustainable Development? Sustainability. 2014. Vol\/6. \u0420. 2562-2583<\/li>\n
  2. Baseline Report on the Integration of Sustainable Consumption and Production Patterns into Tourism Policies. URL: https:\/\/www.e-unwto.org\/doi\/pdf\/10.18111\/9789284420605<\/li>\n
  3. Big 7 Media. URL: https:\/\/bigseventravel.com\/news\/<\/li>\n
  4. com Reveals the Trends Shaping Sustainable Travel in 2022. URL: https:\/\/www.gstcouncil.org\/booking-com-2022-sustainable-travel-report\/<\/li>\n
  5. \u00c7eltec E. Handbook of Research on Smart Technology Applications in the Tourism Industry. URL: https:\/\/www.mincotur.gob.es\/Publicaciones\/Publicacionesperiodicas\/EconomiaIndustrial\/RevistaEconomiaIndustrial\/418\/SEGUNDA%20CR\u00cdTICA.pdf<\/li>\n
  6. Crime Index 2022. URL: https:\/\/www.numbeo.com\/crime\/rankings.jsp?title=2022&displayColumn=1<\/li>\n
  7. URL: https:\/\/www.eurocontrol.int<\/li>\n
  8. Horwath HTL. Tourism megatrends: 10 facts you need to know about tourism in the future. New York. 2015. URL: http:\/\/corporate.cms-horwathhtl.com\/wp-content\/uploads\/sites\/2\/2015\/12\/Tourism-Mega-Trends4.pdf<\/li>\n
  9. How to Effectively Market to Travel Agents on Global Distribution Systems. URL: https:\/\/connect.amadeus-hospitality.com\/hubfs\/Amadeus%20Global%20Travel%20Agent%20Report%202022.pdf<\/li>\n
  10. ISO 21401:2018 Tourism and related services \u2013 Sustainability management system for accommodation establishments \u2013 Requirements. URL: https:\/\/www.iso.org\/standard\/70869.html<\/li>\n
  11. ISO 21621:2021 Tourism and related services \u2013 Traditional restaurants \u2013 Visual aspects, decoration and services. URL: https:\/\/www.iso.org\/standard\/71253.html<\/li>\n
  12. ISO 21902:2021 Tourism and related services \u2013 Accessible tourism for all \u2013 Requirements and recommendations. URL: https:\/\/www.iso.org\/standard\/72126.html<\/li>\n
  13. Kharas H. The emerging middle class in developing countries. Research area: Global Development Outlook. 2010. URL: https:\/\/search.oecd.org\/development\/pgd\/44457738.pdf<\/li>\n
  14. The Travel & Tourism Competitiveness Index.The World Economic Forum 2019 \u0440. www3.weforum.org\/docs\/WEF_TTCR_2019.pdf<\/li>\n
  15. Tourism recovery accelerates to reach 65% of pre-pandemic levels. URL: https:\/\/www.unwto.org\/taxonomy\/term\/347<\/li>\n
  16. World Travel & Tourism Council, Travel & Tourism as a Catalyst for Social Impact, February 2021, pp. 3\u20134: https:\/\/www.anat.ro\/wp-content\/uploads\/2021\/02\/Travel_and_Tourism_as_a_Catalyst_for_Social_Impact.pdf<\/a><\/li>\n<\/ol>\n

    References<\/strong><\/p>\n

      \n
    1. Aall Carlo Sustainable Tourism in Practice: Promoting or Perverting the Quest for a Sustainable Development? Sustainability. 2014. Vol\/6. \u0420. 2562-2583<\/li>\n
    2. Baseline Report on the Integration of Sustainable Consumption and Production Patterns into Tourism Policies. Available at: https:\/\/www.e-unwto.org\/doi\/pdf\/10.18111\/9789284420605<\/li>\n
    3. Big 7 Media. URL: https:\/\/bigseventravel.com\/news\/<\/li>\n
    4. com Reveals the Trends Shaping Sustainable Travel in 2022. URL: https:\/\/www.gstcouncil.org\/booking-com-2022-sustainable-travel-report\/<\/li>\n
    5. \u00c7eltec E. Handbook of Research on Smart Technology Applications in the Tourism Industry. URL: https:\/\/www.mincotur.gob.es\/Publicaciones\/Publicacionesperiodicas\/EconomiaIndustrial\/RevistaEconomiaIndustrial\/418\/SEGUNDA%20CR\u00cdTICA.pdf<\/li>\n
    6. Crime Index 2022. Available at: https:\/\/www.numbeo.com\/crime\/rankings.jsp?title=2022&displayColumn=1<\/li>\n
    7. Available at: https:\/\/www.eurocontrol.int<\/li>\n
    8. Horwath HTL. Tourism megatrends: 10 facts you need to know about tourism in the future. New York. 2015. Available at: http:\/\/corporate.cms-horwathhtl.com\/wp-content\/uploads\/sites\/2\/2015\/12\/Tourism-Mega-Trends4.pdf<\/li>\n
    9. How to Effectively Market to Travel Agents on Global Distribution Systems. Available at: https:\/\/connect.amadeus-hospitality.com\/hubfs\/Amadeus%20Global%20Travel%20Agent%20Report%202022.pdf<\/li>\n
    10. ISO 21401:2018 Tourism and related services \u2013 Sustainability management system for accommodation establishments \u2013 Requirements. Available at: https:\/\/www.iso.org\/standard\/70869.html<\/li>\n
    11. ISO 21621:2021 Tourism and related services \u2013 Traditional restaurants \u2013 Visual aspects, decoration and services. Available at: https:\/\/www.iso.org\/standard\/71253.html<\/li>\n
    12. ISO 21902:2021 Tourism and related services \u2013 Accessible tourism for all \u2013 Requirements and recommendations. Available at: https:\/\/www.iso.org\/standard\/72126.html<\/li>\n
    13. Kharas H. The emerging middle class in developing countries. Research area: Global Development Outlook. 2010. Available at: https:\/\/search.oecd.org\/development\/pgd\/44457738.pdf<\/a><\/li>\n
    14. The Travel & Tourism Competitiveness Index.The World Economic Forum 2019 \u0440. Available at: www3.weforum.org\/docs\/WEF_TTCR_2019.pdf<\/li>\n
    15. Tourism recovery accelerates to reach 65% of pre-pandemic levels. Available at: https:\/\/www.unwto.org\/taxonomy\/term\/347<\/li>\n
    16. World Travel & Tourism Council, Travel&Tourism as a Catalyst for Social Impact, February 2021, pp. 3\u20134: Available at:: https:\/\/www.anat.ro\/wp-content\/uploads\/2021\/02\/Travel_and_Tourism_as_a_Catalyst_for_Social_Impact.pdf<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[68],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/16137"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=16137"}],"version-history":[{"count":2,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/16137\/revisions"}],"predecessor-version":[{"id":16153,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/16137\/revisions\/16153"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=16137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=16137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=16137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}