DEVELOPMENT OF DOMESTIC TOURISM IN THE CONTEXT OF FORMATION OF IMPRESSION MARKETING

The article is devoted to the research of the impression marketing implementation challenges in the tourism sector, as the most effective tool for ensuring the competitiveness of enterprises in the context of hyper-competition and unification of goods and services. The goal of the research was to establish the conditions and offer a technology for introducing impression marketing i nto the activities of tourism enterprises. It intended the more precise definition and streamlining of the content and key concepts of the research. The research was conducted on the basis of a systematic approach using the terminological method (determination of key research concepts), deduction, rising from the abstract to the concrete (projecting of the general provisions for the marketing impressions concept on the activities of tourism enterprises), analogy, modelling, analysis and synthesis (development of technology for using impression marketing in tourism), systematization and generalization (writing conclusions and recommendations). As a result of the research, it was found that impression marketing is at the stage of its formation and is considered by scientists as a concept, the introduction of which allows ensuring market competitiveness and profitability of enterprises by applying the management of consumer impressions. It is emphasized that the increased attention to the hedonistic (impressions and experience) component of product value does not imply neglect of its second component: unitary (quality and functionality). The factors that must be taken into account in the process of implementing impression marketing in the tourism sector are identified: making allowance of the consumer segment, type of activity, available resources, trends in the tourism market, etc. The implementation process involves six stages: determining the goal of innovation; conducting «mass personalization»; establishing the impression with which the company or its service will be associated; designing the process of interaction with the client; determination of the ways of this interaction; reflection.