PROBLEMS AND PROSPECTS OF TOURIST MARKETING IN UKRAINE

The article analyzes the problems and perspectives of tourism marketing in Ukraine. It is revealed that among the problematic issues of designing the organizational structures of sales of tourist enterprises is the irrational choice of the type of structure, which is carried out through the choice in most of the functional structure and less — services, market, regional, seg‑ ment, matrix and combined structures; insufficient optimization of levels of organizational structure management and the com‑ plexity of interstructure links, etc. Therefore, in modern economic conditions, ensuring the construction of an optimal marketing management system for tourist enterprises, taking into account their potential and peculiarities of activity, is an overriding task. It is established that in indirect sales channels structurally located intermediaries. The main function of the intermediaries is to expand and improve the market access strategy, optimize the costs of the implementation of travel services, because they are better acquainted with the characteristics of local segments of the market and respond more quickly to changes in the market conditions. As a rule, a multi-­level distribution channel for the sale of tourism products is carried out with the participation of a large number of intermediaries. It is determined that in the process of sales management for tourist enterprises it is important to use marketing programs in accordance with the range of tasks covered. The usual ones include solving the issues of all the functions of sales activity of the tourism sector enterprise, and the targeted programs are aimed at the implementation of a separate, especially urgent task, for example, the development of a new product, or the development of a new segment of the market. It is proved that the key areas of marketing management in the activity of tourist enterprises is the introduction of strategic and project management with application of the project approach, construction of an optimal structure of sales management, taking into account functional, product, territorial, matrix and segmental structures, introduction of product, process and tech‑ nological innovations in the process. sales of tourist product and the formation of a virtual sales structure and network cluster interaction.