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Journal of Education, Health and Sport

The impact of digital communications on tourism marketing
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The impact of digital communications on tourism marketing

Authors

  • L. V. Tranchenko Uman National University of Horticulture
  • N. V. Tereshchuk Uman National University of Horticulture
  • R. I. Lopatiuk Uman National University of Horticulture
  • O. M. Tranchenko Uman National University of Horticulture

DOI:

https://doi.org/10.12775/JEHS.2020.10.05.041

Keywords

tourism, tourism activities, travel companies, tourist product, digital communications, information technology, information support

Abstract

The influence of digital communications on marketing in the field of tourism is investigated. The need to develop strategies for the formation of business communications in the field of tourism and indicators that allow to evaluate their effectiveness and risks is emphasized. Attention is paid to the feasibility in applying strategies of differentiated, differentiated and concentrated marketing. The relevant indicators were proposed to assess the economic effectiveness of business communication strategies: income multipliers, breakeviate level assessment formula, methodology for checking the stability of the performance indicator to change factors, and Hurwitz criterion. The considered formulas and strategies for the formation of business communications in tourism create the necessary basis for scientifically justified strategic planning of the travel company's relations with counterparties.

References

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Eco and rural tourism: point of intersection [Electronic resource]. – Access mode : https://mykrai.wordpress.com.

Ukrainian Association of active and eco-tourism [Electronic resource]. – Access mode : http://uaeta.org/ua/tourism/17.

Biletska G. A. Development of ecotourism as a means to economic growth of Khmelnitsky region / G. A. Biletska // Bulletin of the Khmelnytsky National University. – 2010. – № 10. – T. 2. – P. 245–247.

Lutska N. I. Marketing innovation strategy of development of tourist business. Investments: practice andexperience/ N. I. Lutska, І. Z. Kryxovsky. –2009. – №6. –P. 27–30.

Bogush L. G. Ecotourism as a vector of integration of socio-economic and environmental components of sustainable development [Electronic resource] / L. G. Bogush. – Access mode : http://economics-of-nature.net/uploads/arhiv/2008/Bogush.pdf.

Ryntziv O.I. Problems of development of ecological tourism in Ukraine // Bulletin of scientific research. Ser.: Tourism / Halych Institute. V. Chornovil. – Ternopil, 2006. – № 1. – P. 180–183.

Blackbourne A. A. Regional landscape parks as tourist-and-recreational businesses in the context of sustainable development of tourism in Ukraine / A. A. Blackbourne // Bulletin DMTB : Economics, organization and management of enterprises in the tourism sector.- 2005. – № 9. – P. 190–196.

Erchak O. V. Formation of conditions for the development of ecotourism on specially protected natural territories / O. V. Erchak // the ecological and economic mechanism of conservation of biodiversity of especially protected natural territories-Brest : Alternative, 2007. – P. 221–222.

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Published

2020-05-29

How to Cite

1.
TRANCHENKO, L. V., TERESHCHUK, N. V., LOPATIUK, R. I. and TRANCHENKO, O. M. The impact of digital communications on tourism marketing. Journal of Education, Health and Sport. Online. 29 May 2020. Vol. 10, no. 5, pp. 394-402. [Accessed 6 July 2025]. DOI 10.12775/JEHS.2020.10.05.041.
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Issue

Vol. 10 No. 5 (2020)

Section

Research Articles

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The periodical offers access to content in the Open Access system under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0

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