{"id":8593,"date":"2021-10-27T09:48:34","date_gmt":"2021-10-27T06:48:34","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=8593"},"modified":"2021-12-16T10:44:05","modified_gmt":"2021-12-16T08:44:05","slug":"perspektyvni-sfery-ta-napryamy-rozvytku-turystychnogo-sektora-ukrayiny-iz-zastosuvannyam-suchasnogo-marketyngovogo-instrumentariyu","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=8593","title":{"rendered":"\u041f\u0435\u0440\u0441\u043f\u0435\u043a\u0442\u0438\u0432\u043d\u0456 \u0441\u0444\u0435\u0440\u0438 \u0442\u0430 \u043d\u0430\u043f\u0440\u044f\u043c\u0438 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u043e\u0433\u043e \u0441\u0435\u043a\u0442\u043e\u0440\u0430 \u0443\u043a\u0440\u0430\u0457\u043d\u0438 \u0456\u0437 \u0437\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f\u043c \u0441\u0443\u0447\u0430\u0441\u043d\u043e\u0433\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0430\u0440\u0456\u044e"},"content":{"rendered":"

<\/p>\n

\u041f\u0415\u0420\u0421\u041f\u0415\u041a\u0422\u0418\u0412\u041d\u0406 \u0421\u0424\u0415\u0420\u0418 \u0422\u0410 \u041d\u0410\u041f\u0420\u042f\u041c\u0418 \u0420\u041e\u0417\u0412\u0418\u0422\u041a\u0423 \u0422\u0423\u0420\u0418\u0421\u0422\u0418\u0427\u041d\u041e\u0413\u041e \u0421\u0415\u041a\u0422\u041e\u0420\u0410 \u0423\u041a\u0420\u0410\u0407\u041d\u0418 \u0406\u0417 \u0417\u0410\u0421\u0422\u041e\u0421\u0423\u0412\u0410\u041d\u041d\u042f\u041c \u0421\u0423\u0427\u0410\u0421\u041d\u041e\u0413\u041e \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0413\u041e \u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422\u0410\u0420\u0406\u042e<\/p>\n

PERSPECTIVE AREAS AND DIRECTIONS OF DEVELOPMENT OF THE UKRAINE TOURIST SECTOR WITH THE APPLICATION OF MODERN MARKETING TOOLS<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 76-81. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>5, <\/strong>\u0422\u043e\u043c 1, 202<\/strong>1 (2<\/strong>98)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041f\u0410\u041d\u0427\u0415\u041d\u041a\u041e \u0412. \u0410.
\nORCID: 0000-0002-4927-0330
\ne-mail: op_panchenko@ukr.net
\n\u0426\u0435\u043d\u0442\u0440\u0430\u043b\u044c\u043d\u043e\u0443\u043a\u0440\u0430\u0457\u043d\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u043f\u0435\u0434\u0430\u0433\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0412\u043e\u043b\u043e\u0434\u0438\u043c\u0438\u0440\u0430 \u0412\u0438\u043d\u043d\u0438\u0447\u0435\u043d\u043a\u0430
\n\u0411\u0410\u0420\u0410\u041d \u0420. \u042f.
\nORCID ID: 0000-0002-3275-489X
\ne-mail: baranr32@gmail.com<\/a>
\n\u0406\u0432\u0430\u043d\u043e-\u0424\u0440\u0430\u043d\u043a\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u043d\u0430\u0432\u0447\u0430\u043b\u044c\u043d\u043e-\u043d\u0430\u0443\u043a\u043e\u0432\u0438\u0439 \u0456\u043d\u0441\u0442\u0438\u0442\u0443\u0442 \u043c\u0435\u043d\u0435\u0434\u0436\u043c\u0435\u043d\u0442\u0443
\n\u0417\u0430\u0445\u0456\u0434\u043d\u043e\u0443\u043a\u0440\u0430\u0457\u043d\u0441\u044c\u043a\u043e\u0433\u043e \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442\u0443<\/p>\n

VOLODYMYR PANCHENKO
\nVolodymyr Vynnychenko Central Ukrainian State Pedagogical University
\nROSTYSLAV BARAN
\nIvano-Frankivsk Educational and Scientific Institute of Management
\nof West Ukrainian National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-298-5(1)-13<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 19.08.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 04.10.2021<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0443\u0437\u0430\u0433\u0430\u043b\u044c\u043d\u0435\u043d\u043e \u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0441\u0432\u0456\u0442\u043e\u0432\u043e\u0433\u043e \u0442\u0443\u0440\u0438\u0437\u043c\u0443 \u0432 \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0456 \u043f\u043e\u0441\u0438\u043b\u0435\u043d\u043d\u044f \u0433\u043b\u043e\u0431\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0439\u043d\u0438\u0445 \u043f\u0440\u043e\u0446\u0435\u0441\u0456\u0432. \u0421\u0438\u0441\u0442\u0435\u043c\u0430\u0442\u0438\u0437\u043e\u0432\u0430\u043d\u043e \u043f\u0435\u0440\u0441\u043f\u0435\u043a\u0442\u0438\u0432\u043d\u0456 \u0441\u0444\u0435\u0440\u0438 \u0442\u0430 \u043d\u0430\u043f\u0440\u044f\u043c\u0438 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432 \u0442\u0443\u0440\u0438\u0437\u043c\u0443 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. \u041e\u0431\u0491\u0440\u0443\u043d\u0442\u043e\u0432\u0430\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0446\u0438\u0444\u0440\u043e\u0432\u0438\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0439 \u0442\u0430 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 COVID-19 \u043d\u0430 \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0456\u0457 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u043e\u0433\u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0443 \u0423\u043a\u0440\u0430\u0457\u043d\u0438. \u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e \u043f\u0440\u0456\u043e\u0440\u0438\u0442\u0435\u0442\u043d\u0456 \u0441\u0444\u0435\u0440\u0438 \u043f\u0435\u0440\u0435\u043e\u0440\u0456\u0454\u043d\u0442\u0430\u0446\u0456\u0457 \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432. \u0417\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u043e \u043f\u0440\u0456\u043e\u0440\u0438\u0442\u0435\u0442\u043d\u0456 \u043d\u0430\u043f\u0440\u044f\u043c\u0438 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439\u043d\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432. \u041a\u043e\u043d\u0446\u0435\u043f\u0442\u0443\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u043e \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0456 \u0441\u0444\u0435\u0440\u0438 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0445 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432.
\n\u00a0 \u00a0 \u00a0\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0438\u0439 \u0441\u0435\u043a\u0442\u043e\u0440; \u0442\u0443\u0440\u0438\u0441\u0442\u0438\u0447\u043d\u0435 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e; \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433; \u0423\u043a\u0440\u0430\u0457\u043d\u0430; \u043a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u0430 \u0456\u043d\u0434\u0443\u0441\u0442\u0440\u0456\u044f.<\/p>\n

\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 summarizes the features of world tourism development in the context of strengthening globalization processes. It is determined that in the conditions of globalization tourist enterprises should not only improve the existing components of the marketing complex, but also look for innovative areas of strategic development of the effectiveness of the management of the Internet marketing system. The perspective spheres and directions of development of the system of Internet marketing of the enterprises of tourism of Ukraine are systematized. The influence of the development of digital technologies and the COVID-19 pandemic on the transformation of the marketing concept of the tourist product of Ukraine is substantiated. Priority areas for reorientation of the Internet marketing system of tourist enterprises have been identified. The priority directions of development of communication strategy of the system of internet marketing of tourist enterprises are offered. Innovative spheres of development of the system of Internet marketing of tourist enterprises are conceptualized. Among the most important are: development of innovative tourist products; complex and constant integration of innovative technological developments into the value chain; reorientation from e-commerce to m-commerce; development of own online platforms and use of created and offered by world and regional providers – market leaders; development of contextual and targeted Internet advertising; ensuring the development of infrastructure and speed of e-marketing and m-marketing; improving the tools of messenger marketing and promotion on social networks; formation of business metrics; introduction of omnichannel communication; development of competencies and experience of consumers; building communities of participants in the tourism process; clear CRI for internet marketing system.
\n\u00a0 \u00a0 \u00a0Key words:<\/strong> innovative development; tourist enterprise; globalization processes; world tourism; tourist services; specialization of the tourist market.<\/p>\n

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

    \n
  1. Kozlovskyi, Ye. V., Tkachenko, T. I. (2019). The features of project management in tourism based on the application of public-private partnership mechanisms. Investment: practice and experience, vol. 9, pp. 78-82.<\/li>\n
  2. Vasyltsiv T. H., Voloshyn V. I., Vasyltsiv V. H. (2018) Assessing the Status and the Structural Characteristics of the Economic Security of Information Technology Sector. Business-inform, vol. 3, pp. 329-335.<\/li>\n
  3. Vasyltsiv T. H., Lupak R.L., Kundytska-Iliash M.V. (2018) Theoretical and methodological principles of business planning of implementation of the strategy of competitiveness of enterprises in the domestic market of Ukraine]. Scientific Bulletin of Polissya, vol. 2(14), pp. 8-14.<\/li>\n
  4. Mulska, O.P., Levytska, O. O., Kutsyk, V. I. (2020) State policy of maintaining the innovative forms of employment in the context of the economy digitalization. Rehionalna ekonomika, Vol. 3(97), pp. 81-90.<\/li>\n
  5. Liashenko H., Motkaliuk R. (2013) Internet marketing and its tools. Scientific Bulletin of the National University of the State Tax Service of Ukraine, vol. 3, no. 62, pp. 59-65.<\/li>\n
  6. Vavrysh O. (2011) Problems of formation and prospects of Internet marketing development in the Ukrainian economy. Innovative economy, vol. 5, pp. 235-237.<\/li>\n
  7. Illiashchenko S. M. (2011) Suchasni tendentsii zastosuvannia internet-tekhnolohii v marketynhu [Modern lines of application of Internet technologies in marketing]. Marketing and management of innovations<\/a>, vol. 4, no. 1, pp. 64-74.<\/li>\n
  8. Kinash A.I. (2013) Internet-marketynh \u2013 stratehiia rozvytku suchasnykh mashynobudivnykh pidpryiemstv [Internet marketing as the development strategy of modern machine-building enterprises]. Sustainable development of economy, vol. 3, pp. 331-334.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[53],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/8593"}],"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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=8593"}],"version-history":[{"count":5,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/8593\/revisions"}],"predecessor-version":[{"id":10034,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/8593\/revisions\/10034"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}