Research of trends in the Ukraine’s tourist market and development of a strategy for promoting PE ’’Azalea’’ on it
Students Name: Velyka Mariia Bohdanivna
Qualification Level: master (ESP)
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: Ukraine has potential in the field of tourism, despite the challenges. The tourism industry is important to the economy, but has been affected by the COVID 19 pandemic and the war. PE "Azalea" needs a promotion strategy, taking into account the tourist market and the possibilities of innovative approaches. The purpose of the master’s thesis is to analyze the trends in the development of the tourist market of Ukraine and to develop a strategy for the promotion of "Azalea" PE on it. The main task of the study is to determine the current state of the tourist market of Ukraine and analyze the trends of its development. Next, it is necessary to investigate the activities of PE "Azalea". On the basis of the received data, develop a strategy for the promotion of the enterprise in the tourist market of Ukraine. The relevance of the research topic is due to increased competition in the tourist market of Ukraine, where a significant number of tourist operators and agencies operate. The constant development of information technologies and the growing popularity of online booking of hotels and air tickets (until 2022) make it necessary to improve the promotion strategy in the market of tourist services. The results of the research will contribute to the development of tourism in Ukraine and the improvement of the activities of the Azalea company. The object of research of this master’s work is the tourist market of Ukraine. The subject of the study is the development and promotion of "Azalea" PE in the tourist market. The practical significance is that the results of the study can be used to develop a strategy for the promotion of PE "Azalea" in the Ukrainian tourist market, which will contribute to increasing the number of customers and increasing the competitiveness of the enterprise. In addition, the conclusions can be used to improve the marketing strategies of PE "Azalea", improve the service and increase the efficiency of the enterprise’s management as a whole. The development of tourism in Ukraine will increase the cultural level of the population and contribute to the preservation and development of the national heritage. The promotion strategy will help the travel agency attract new and retain regular customers, improving profits, service quality and company recognition. The study will also be useful for other firms in the tourism market and will help strengthen customer trust in the Azalea company. This master’s thesis is important for the development of tourism in Ukraine. Research results. The Ukrainian tourism market has potential for development, despite the challenges of the pandemic and war. Travel agencies need to develop effective promotion strategies that take into account the needs of tourists. The master’s thesis revealed opportunities for improvement of promotion strategies in PE "Azalea", and the results of the research may be useful for other agencies. The importance of strategic marketing in the market is emphasized by scientists and practitioners Kotler [1] , Porter [2] , Trout [3] , Levitt [4] , Kelly [5] , and Ukrainian entrepreneur Andrii Fedoriv [6] . They shared valuable information about the development and understanding of strategic marketing, emphasizing the importance of understanding the needs, desires and behavior of consumers. By focusing on target marketing, companies can identify and satisfy specific target audiences, increasing profitability and market share. Overall, implementing a well-thought-out marketing promotion strategy is essential for companies to remain competitive and successful in their markets. Strategy 4P [7] , extended version of 7P [8] , 4E [9] and the promotion complex are potentially possible tools for developing a comprehensive marketing plan. As the field of strategic marketing continues to evolve, companies must stay abreast of the latest trends, research and practices to stay competitive and succeed. was conducted against the background of events in the country and in the company in particular. Consequently, the Ukrainian tourism industry has demonstrated resilience in the face of various challenges, including the COVID-19 pandemic and Russian military aggression [10] . The tourism industry in Ukraine developed thanks to the visa-free regime with the EU and government support. "Azalea" company successfully retains loyal customers and provides high-quality services, increasing the number of tours in Ukraine. To support the revival of tourism, "Azalea" can expand destinations in Ukraine and invest in infrastructure. The tourism industry in Ukraine has a huge potential for growth and development. Azalea Company can contribute to this growth. Demand for travel services remains high, especially among people aged 36-45. Personalized and unique services are becoming increasingly important to meet customer needs. Azalea has developed a marketing strategy using internet marketing and PR to promote its services. Azalea should focus on building its online presence by creating an SEO optimized website and developing a unified style and visual identity on social media platforms such as Instagram , Facebook and TikTok . Organic promotion through video content on social networks will help attract the attention of potential customers. An innovative event using virtual reality will be a key event for the promotion of Azalea tourism services. This immersive experience should engage and engage customers. Integrating TikTok into other social networks will further increase brand awareness. The return on marketing investment (ROMI) indicator is used to evaluate the effectiveness of a marketing campaign. The ROMI for the event using the case was 143%, which will provide a return on investment. The action plan includes attracting influencers, implementing new technologies and improving services. Personalized products, additional services and highly qualified staff will meet customer expectations and maintain a competitive position on the market. Azalea’s marketing strategy is based on increasing its presence on the Internet and using virtual reality technologies. Developing a website optimized for search engines and mobile devices will help attract a wider audience and provide added value to the company’s services. Keywords: marketing strategy, internet marketing, PR, VR, UGC, SEO, video content. List of used literary sources. 1. Kotler , F., Armstrong , G. (2020) Fundamentals of Marketing. Kyiv: "Dialektika" Publishing House 2. Porter, M. (2017). Competitive advantage. Kyiv: "Nash Format" Publishing House. 3. Trout , J. _ Rees, A. (2013). Positioning: The battle for the mind. Kyiv: "Business Books" Publishing House. 4. Levitt , T. (1983). The Marketing Imagination . Free press . 5. Kelly , K. (2019). New rules for a new economy. Kyiv: Nova Kniga Publishing House. 6. Fedoriv vlog . (2020). Brand father #10.1 | typical strategies | fedoriv vlog [ Video ]. YouTube . https://www.youtube.com/watch?v=Lx3wFdgY_Ds 7. Indeed Editorial Team . (2022). Marketing’s Promotional Mix : Definition and How That Use It . Indeed Career Guide . https://www.indeed.com/career-advice/career-development/marketing promotional-mix 8. Hanlon , A. (2023). How that use the 7Ps Marketing Mix strategy model ? Smart Insights . https://www.smartinsights.com/marketing planning/marketing-models/how-to-use-the-7ps-marketing-mix/ 9. Kintz , S. (2021). Four E’s are the future of marketing. Forbes . 10. State Tourism Development Agency. (2022). https://www.tourism.gov.ua/