Effectiveness of marketing management of enterprises in the field of tour excursion services

Martynova Natalia
PhD in Pedagogics, Associate Professor, Department of Tourism and Hotel and Restaurant Business, Odesa National Economic University, Ukraine, e-mail: natalkamartinova@gmail.com, ORCID ID: https://orcid.org/0000-0002-0303-7410

Pavlotskiy Vladimir
Assistant Professor, Department of Tourism and Hotel-Restaurant Business Odesa National Economic University, Ukraine, e-mail: v_pavlotsky@ukr.net, ORCID ID: https://orcid.org/0000-0001-9999-265X

Cite this article:

Martynova, N., & Pavlotskiy, V. (2024). Effectiveness of marketing management of enterprises in the field of tour excursion services [Efektyvnist upravlinnia marketynhovoiu diialnistiu pidpryiemstv u sferi ekskursiinoho obsluhovuvannia], Socio-economic research bulletin, Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 3-4 (90-91), pp. 189-203.

Abstract

The article substantiates the theoretical, methodological and practical principles of an effective system forming for managing the marketing activity of business entities, which operating in the field of excursion services, in particular those that are atypical for excursion services market. To achieve this aim, the study sets out the following tasks: to substantiate the range of fundamental concepts in excursion studies as the basis for understanding the essence and specifics of marketing management in these enterprises; to define the essence of excursion marketing and examine the components of its management process; to analyze various approaches to evaluating the effectiveness of marketing management in excursion service enterprises and to develop a set of indicators for such evaluation. The study confirms the necessity of leveraging the functional capabilities of marketing to create and deliver a comprehensive package of excursion services and programs – ranging from standard individual offerings to unique excursion products. Excursion services provided by production enterprises exhibit a mixed character by combining traditional excursion elements with aspects of education, marketing, and brand promotion. Excursion marketing is inherently complex, involving multiple dimensions depending on the specific nature of the service providers. The management of marketing activities in this field encompasses a wide range of issues – from market and competitive environment analysis to the formulation and implementation of marketing strategies. Key aspects include the significance of marketing in excursion services, the internal and external marketing environment, market segmentation and positioning, the marketing mix 7-Ps, management of marketing communications, and the evaluation of marketing effectiveness. Effective management in these areas enables enterprises to achieve high performance, satisfy consumer needs, and strengthen their market positions. The effectiveness of marketing activities is assessed through an individualized algorithm that includes forming and analyzing a system of performance indicators, normalizing actual values, and developing an actionable plan. Main indicators such as sales volume, customer satisfaction, promotion expenses, and conversion rates help to identify potential improvements and optimize the marketing strategy to boost competitiveness.

Keywords

excursion service; excursion servicing; excursion service enterprises; excursion marketing; marketing management system; effectiveness of excursion marketing.

JEL classification: M310; Z320; DOI:https://doi.org/10.33987/vsed.3-4(90-91).2024.189-203

UD classification: 338.487:659.1

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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