IMPROVING THE SYSTEM OF MARKETING SERVICES IN TOURISM

The article investigates the key aspects of improving the system of marketing services in tourism activities. The relevance of the study is based on the fact that a properly constructed and implemented system of marketing services of a tourism enterprise forms the key principles of economic efficiency of its activities. It has been noted that the tourism industry is not developing very rapidly, a fact linked to the restrictive measures that have been implemented by many countries, and Ukraine as well, in order to stop the spread of COVID-19 infection. Therefore, in order for the tourist enterprise to be effective, managers and marketers need to monitor the realities and characteristics of the tourist market, its trends and tendencies and build such an effective marketing strategy for the implementation of services that would contribute to an effective way out of the crisis situation. In the process of research the role of marketing of services is defined. It is noted that marketing of services is a cumulative, universal mechanism in the management system of a tourist enterprise, changes by the influence of external factors and depends on the demand of consumers. The basic objectives of marketing of services in tourism have been defined. It is established that the main purpose of marketing of services in tourism is to develop the customer's desire to buy a tourist service, to accompany the sale and stimulate the customer to a positive evaluation after consumption, as well as to encourage the consumer to re-purchase the service. It is indicated that in order to implement the marketing system of services it is necessary to clearly define the target audience, to form the budget of the service, to determine the market and the policy of promotion of tourist services. The main functions and sub-functions of the service marketing system in tourism activities are highlighted. The stages of functional process of realization the system marketing of services have been defined. The fundamental aspects of improving the system marketing of services in the process of building and implementing the marketing policy of the tourist enterprise have been defined.