XI Международная студенческая научная конференция Студенческий научный форум - 2019

Now the tourism sector is characterized by sufficient dynamic development and high competition in the market of services, which made the use of marketing technologies and tools in this area relevant and in demand. The main characteristics of the tourism sector are not significantly different from other forms of business. But it should be taken into account that tourism has a number of features that determine the choice of marketing strategy.

As an example, it is possible to give such distinctive features of a tourist product as: demand for tourist services is elastic in relation to the level of the income of the consumer and the prices, is subject to seasonal fluctuations; dependence of a tourist product on such variables as space and time; the offered tourist services are divided territorially; the offer of a tourist product differs in inflexible production; the assessment of quality of a tourist product differs in considerable subjectivity; such factors as weather and natural conditions, political events can influence the assessment of the quality of the tourist product [4].

The above features determine the choice of marketing techniques and methods that are aimed at effective problem solving and achieving goals.

In modern conditions, the competitiveness of tourism products in the tourist market is determined by the efficiency of the formation and functioning of tourist brands. The concept of "tourist brand" characterizes the prospects of development of tourism activities, the maximum economic effect, as well as the strategy of creating competitive advantages of tourism products.

The basis of the tourist brand can be any extreme characteristic that causes the consumer a certain set of positive emotions - a unique natural or historical and cultural object, historical event, myth, image, legend.

An important factor is the demand for the product by tourists. The correct organization of the advertising company is necessary when bringing new items to the market. Also, the most important means of achieving marketing goals is effective advertising. However, using only advertising is not always effective.

To date, there is such a direction of marketing communications as the formation of corporate identity. This concept is understood as" a set of color, graphic, verbal, typographic, design constant elements (constants) that provide visual and semantic unity of goods (services), all information coming from the company, its internal and external design " [3]. The most successful definition was formulated by N. Dobrobabina. Corporate identity is considered to be one of the tools of brand formation and at the same time – an element of branding. It is worth noting that branding is targeted marketing activities to create long-term consumer preferences for a product or service.

For example, take a few areas of the tourism industry. Among the tour operators there are several companies that have established themselves as well-known brands: Pegas Touristik, Coral travel, TEZ TOUR. Among the hotels there are also many world brands such as Four Seasons, Global Hyatt Corporation, Ritz-Carlton and others. These examples of tourism enterprises clearly show the effectiveness of the brand policy. It is also worth noting that the creation of brands of tourist territory (cities, countries, etc.) is now widespread.

New Zealand is a prime example. Launched in 1999, the "100% Pure New Zealand" campaign successfully promotes the country's positioning in the world as a "clean and green" tourist destination. As part of the tourist strategy was very successful co-branding of the country with a franchise of films based on the works of J. R. R. Tolkien, who helped to portray New Zealand as a magical country with a stunning beauty of nature.

Thus, for the formation and development of a competitive tourist brand it is necessary to conduct the following marketing activities:

study of the importance of consumers ' perception of natural, cultural and historical objects in tourist destinations;

branding of the most important tourist sites, development of brand-books for use in the promotion of tourist areas, the creation of brands;

the introduction of innovations that accelerate and improve the quality of tourist services, the development and market launch of new services for tourists.

The brand is an important intangible asset. In a competitive market, it is necessary to remember that the value of the brand is manifested in the process of its practical use. The brand does not appear, and does not exist on its own, it requires constant management. The most characteristic features of professional marketers are their ability to create, maintain, and strengthen the positive qualities of the brand, that is, to manage it.

Sources

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Маркетинг и брендинг туристских дестинаций: учебное пособие / Кирьянова Л. Г. — М.: Издательство Юрайт, 2018. — 264 с.

Маркетинговые исследования в туризме: учебное пособие /Дурович А.П. – Питер СПб: 2013. – 384 с.

Маркетинг туризма: учебное пособие / Гончарова И.В., Розанова Т.П., Морозов М.А., Морозова Н.С. – М.: Федеральное агентство по туризму, 2014. – 224 с.