Effectiveness of Use of Innovative Marketing Principles and Strategies in the Development of Tourism Services Market

Abstract

The article is devoted to the analysis of the essence of marketing innovations and innovative technologies in the tourism industry, types of marketing innovations in tourism. The author's definition of marketing innovations in the field of tourism is proposed, the features of the formation of an innovative marketing complex in the context of the main elements of the marketing complex in the field of tourism are considered. The main directions of innovation and marketing activities of a tourist organization are considered. The novelty of the author's approach to marketing innovations is associated with a change in the form of attracting various target groups of consumers to the process of consumption and / or production of tourism products and tourism services. Among the main methods of searching and implementing marketing innovations, special attention is paid to the comparison of relations in which the consumer is a co-producer of a tourist product or tourist service. Marketing innovations in the field of tourism help to form and develop a sustainable brand of a tourism organization. Expansion of the field of research of marketing innovations provides competitive advantages of the tourist enterprise in the market of tourist services.