MARKETING MANAGEMENT SYSTEM AT THE ENTERPRISES OF THE TOURISM INDUSTRY

The article is devoted to marketing management in the tourism sector, which the author associates with the acquisition of marketing goals: identification of market opportunities and resources of the company, planning and implementation of marketing activities. Marketing management should be applied on an enterprise-wide basis and be a task for the entire enterprise. Approaches to marketing management at enterprises in the sphere of tourism are considered. The essence of marketing management of tourism enterprises is presented through a number of key elements: market orientation, target segmentation, branding and image, product management, sales and promotion, customer service, pricing, research and analytics, Internet marketing and online presence, reputation management. It is shown that the main goals of marketing management of tourism enterprises are focused on achieving successful business development and meeting the needs of the target audience. The process of marketing management is considered, which involves the identification and assessment of opportunities in the market of tourism services and resources of enterprise for the implementation of these opportunities in order to plan and effectively manage marketing activities, which is a prerequisite for achieving goals. The presented model of the process of marketing management in tourism activities allows to form a set of strategic and operational management goals, the implementation of which provides strengthening of marketing efforts aimed at ensuring the effective functioning of tourism enterprises. The main advantages of marketing of tourist services are studied. It has been proven that one of the key aspects is to create a powerful brand and conduct effective advertising activities through various communication channels, including social networks and television, the use of content marketing that attracts the attention of the audience and increases interest. Of course, each marketing system of an individual tourism enterprise will have its own characteristics, but all of them will be aimed at effective promotion of services and ensuring customer satisfaction.