Направления трансформации маркетинговой деятельности туристских компаний в современных условиях

Abstract

This article discusses the basic directions of the transformation of marketing activity of tourist companies in the face of shrinking tourist flow. Changes in the economic and political situation have resulted in changes in the behaviour of consumers of tourism services, with the result that companies need to find new approaches to market segmentation, change ways to promote, intensify personal contact, forming a unique selling proposition. Special attention is given to the use of lowcost tools such as viral marketing promotions and cross-marketing. The main focus of the article placed on the availability of the proposed instruments for small tourist companies, do not have a large budget for marketing.