Formation and promotion of quality and competitive tourist product in conditions of Coronocrisis


Keywords: tourism business, coronavirus pandemic, corona crisis, government mechanisms, marketing mix, promotion, tourism product, domestic tourism

Abstract

Every modern tourism company strives to remain competitive and maintain its market position in the context of global changes in the world economy due to the corona crisis that shook it in 2020. While public authorities increased spending on health care support and victim assistance, tourism organizations, like other businesses, were forced to reduce their business activity. Tourism is the third-largest export sector of the world economy, and the share of the tourism sector in the GDP of some countries is more than 20%. Tourism has been one of the sectors most affected by the COVID-19 pandemic. Thus, the further development of the tourism industry and the way out of the corona crisis depends entirely on the development of optimal ways of forming and promoting a competitive tourism product in the conditions of the corona crisis.

JEL Classification: A13, M14, M19, M30.

References

Chornen'ka, N. V. (2006), Orhanizatsiia turystychnoi industrii, [Organization of the tourist industry]. Atika Kyiv, Ukraine. Available at: https://tourism-book.com/pbooks/book-39/ua/chapter-1909/ (Accessed 08 May 2021), (in Ukrainian).

Informacionnaja onlajn platforma “Costper”. Koncepcija “Marketing-miks”, [Information online platform "Costper". Marketing mix concept]. Available at: https://costper.ru/marketing/marketing-miks (Accessed 08 May 2021), (in Russian).

Dojl', P., Shtern, F. (2006), “Marketing Management And Strategy”. Pearson College Div, England (in English).

Informacionnaja platforma “Laboratory.ru”. Marketing/Stat'i/Model' 5P v marketinge: sut' koncepcii i primer ispol'zovanija, [Information platform "Laboratory.ru". Marketing / Statistics / 5P model in marketing: the essence of the concept and an example of use]. Available at: https://t-laboratory.ru/2019/03/28/model-5p-v-marketinge-sut-koncepcii-i-primer-ispolzovanija/ (Accessed 08 May 2021), (in Russian).

Vojchak, A. V. (1998), Marketynhovyj menedzhment, [Marketing management]. KNEU, Ukraine (in Ukrainian).

Rajzberg, B.A., Lozovskij, L.Sh. and Starodubceva, E.B. (1999), Sovremennyj jekonomicheskij slovar , [Modern economic vocabulary]. INFRA-M, Russia (in Russian).

Kotler, F., Kartajaya, H. and Setiawan, I. (2010), Marketing 3.0. Simon & Schuster, England (in English). Available at: https://doi.org/10.1002/9781118257883.

Mal's'ka M. P. Prosuvannia turystychnoho produktu na rynku, [Promotion of a tourist product on the market]. Available at: https://ukrtextbook.com/mizhnarodnij-turizm-i-sfera-poslug-malska-m-p/mizhnarodnij-turizm-i-sfera-poslug-malska-m-p-14-9-prosuvannya-turistichnogo-produktu-na-rinku.html (Accessed 09 May 2021), (in Ukrainian).

Li, J., Nguyen, T. H. H. and Coca-Stefaniak, J. A. (2020). “Coronavirus impacts on post-pandemic planned travel behaviours”, Annalis of Tourism Research. Available at: https://doi.org/10.1016/j.annals.2020.102964.

Ukrains'kyj onlajn informatsijnyj sajt “Radio svoboda”. Ekonomika/Koronavirus i svitova ekonomika: kryza chy pidnesennia chekaie na finansovi systemy, biznes i rynok pratsi u 2021 rotsi. [Ukrainian online information site "Radio Liberty". Economy / Coronavirus and the World Economy: Crisis or Rise Awaits Financial Systems, Business and the Labor Market in 2021]. Available at: https://www.radiosvoboda.org/a/koronavirus-svitova-ekonomika-kryza/31031731.html (Accessed 09 May 2021).

Partners'kyj proekt “Vedomosty”. Kak koronavyrus meniaet myrovuiu turyndustryiu. [Partner project "Vedomosti". How the coronavirus is changing the global travel industry]. Available at: https://www.vedomosti.ru/partner/articles/2020/12/20/851707-antivirus-puteshestvii (Accessed 10 May 2021), (in Russian).

World Tourism Organization (UNWTO) (2020), World Tourism Barometer, 18(4), June 2020, Madrid. Available at: https://doi.org/10.18111/wtobarometereng.

COVID-19 RESPONSE: 96 % of global destinations impose travel restrictions (2020), World Tourism Organization (UNWTO) reports. Available at: https://www.unwto.org/news/covid-19-response-travel-restrictions. (Accessed 10 May 2021), (in English).

IATA COVID-19: Cost of air travel once restrictions start to lift, (2020), Brian Pearce. 5-th May 2020. Available at: https://www.iata.org/en/iata-repository/publications/economic-reports/covid-19-cost-of-air-travel-once-restrictions-start-to-lift/ (Accessed 10 May 2021), (in English).

UNWTO, World Tourism Barometer, 18(3), June 2020, Madrid. Available at: https://doi.org/10.18111/wtobarometereng.

Advertising platform "Criteo.com". Tourism industry and coronavirus: global booking templates, trends and future. Available at: https://www.criteo.com/ru/blog/путешествия-отрасли-коронавируса/ (Accessed 11 May 2021), (in Russian).

Unwto online platform. International tourism and COVID-19. Available at: https://www.unwto.org/international-tourism-and-covid-19 (Accessed 11 May 2021), (in English).

Galvani, A., Lew, A., Perez, M. (2020), “COVID-19 is expanding global consciousness and the sustainability of travel and tourism”, Tourism Geographies, pp. 1–10 Available at: https://doi.org/10.1080/14616688.2020.1760924.

Niewiadomski, P. (2020), “COVID-19: From temporary de-globalisation to a re-discovery of tourism?”, Tourism Geographies, pp. 1–6. Available at: http://owa.baku8km.khazar.org/bitstream/ (Accessed 11 May 2021), (in English).
Published
2021-10-20
How to Cite
Shyshkin, V., Polusmiak, Y. and Veretenin, I. (2021) “Formation and promotion of quality and competitive tourist product in conditions of Coronocrisis”, Management and Entrepreneurship: Trends of Development, 3(17), pp. 43-54. doi: https://doi.org/10.26661/2522-1566/2021-3/17-04.