TOURISM MARKETING IN RUSSIA: STAGES OF FORMATION, MODERN STEREOTYPES AND SIMPLIFICATIONS
TOURISM MARKETING IN RUSSIA: STAGES OF FORMATION, MODERN STEREOTYPES AND SIMPLIFICATIONS

Author(s): Sergey K. Volkov
Subject(s): Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism marketing; Tourism; Tourism Enterprises; Promotion; Tourist services; Tourist product; Stereotypes and simplifications in tourism marketing.
Summary/Abstract: The article analyzes the stages of development of tourism marketing as a field of scientific knowledge in marketing theory. The author’s attempt to rethink the stereotypes and simplifications developed in the theory and practice of tourism marketing, which hinder the active introduction of marketing technology in the system of strategic management of territories, is also undertaken. Methodological base of the present research was content analysis of fundamental works of domestic and foreign authors, which formed the basis of the theory of tourist marketing. Besides, comparative and analytical methods of research were applied. It is shown that the development of the basis of the theory of tourist marketing was based and was a logical continuation of the development of the theory of marketing services as a response to the process of formation of the economy of service type (economics of services). In the process of evolution of the theory of tourism marketing it has passed two stages. The first stage (1965 - mid-1990s) was devoted to the study of peculiarities of marketing activity in the sphere of tourism and hospitality at the level of microenvironment. The second stage begins in the mid-1990s with the study of marketing technologies at the level of meso- and macro-systems. On the basis of the carried-out analysis the conclusion about the productivity of the domestic theory of tourist marketing from foreign researches in this area is made. Also, the author distinguishes two main stages of development of the theory of marketing in tourism, which are characterized by the change of the object of study. The allocated stereotypes and simplifications in the theory of tourist marketing interfere with practical introduction of scientific workings out in this sphere in strategic management of tourist branch of the Russian regions.

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