UDC

338.242

Authors

Pospelovsky Dmitry Vladimirovich
Postgraduate Student, Institute of Economics and Management, Northern (Arctic) Federal University named after M.V. Lomonosov (Arkhangelsk, Russia)
Zalyvsky Nikolay Pavlovich
Institute of Economics and Management, Northern (Arctic) Federal University named after M.V. Lomonosov (Arkhangelsk, Russia)

Abstract

The article deals with the problems of marketing strategies formation in travel industry and describes
some of the main directions to estimate the marketing activity of a travel agency. Tourist product
positioning strategies are proposed as the main tool that allows the company to form a positive image in
the mind of consumers and establish a long-term mutually beneficial relationship. The nature of tourist
products and services is inextricably linked to the marketing research, as in this area the potential
benefits have always been associated with relationship building. The basic principle of the marketing
approach in the tourist business is the focus on consumer preferences and maximum satisfaction of
consumer demand.
The article indicates how the individual features of tourist product formation can impede tourist
business expansion. Thus, managing such a specific resource as relationship with the customer
becomes a priority for travel companies. Systemic understanding of these tourist communication
processes, relationships and interactions in the market allows one to establish an integral, comprehensive
management of travel companies.
The estimation of trends in the tourist business development and features of travel company
activity, considered in the article, gives every reason to believe the introduction of integrated marketing is one of the most effective strategic decisions that could significantly improve the efficiency of travel
companies.

Keywords

integrated marketing strategy, tourist product, repositioning, travel agency, trademark, tourist business