PRINCIPLES OF THE MARKETING STRATEGY FORMING FOR THE TOURISM INDUSTRY ENTERPRISES

The marketing strategy of a tourism enterprise is the philosophy of managing an enterprise on marketing principles. Its purpose is to develop key ideas, management solutions and tools for analyzing the market, social environment and resources of the tourism enterprise. The article analyzes the basic principles and methods of the marketing strategy formation for the tourism industry enterprises. It is found that the marketing goal of the enterprise is to conquer the market share and maintain market positions and it necessitates the formation of a strategy. In turn, implementation of the marketing strategy of the tourism enterprise is aimed at creating an attractive tourist product. It is determined that the specificity of marketing policy in the tourism sphere consists of the multilevel marketing complex of the enterprise. The basic tasks and necessary conditions for implementation of the marketing strategy of the tourism enterprise are determined. It is summarized that the effective marketing strategy of the tourism enterprise ensures the success of its commercial activity, profitability and becomes an economic development guarantee.