The children’s tourism market research and the marketing activity improvement of children’s innovation camp "West Camp"
Students Name: Belmeha Anna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: The relevance of the topic lies in the fact that the development of children’s tourism plays an indispensable role in the formation of the personality of Ukrainian youth. Children’s tourism has an educational, recreational, and cognitive significance. Based on this, it becomes necessary to organize an appropriate level of promotion of children’s tourism in Ukraine, to promote the spiritual, physical, and moral development of the younger generation, namely children and adolescents of Ukraine. Marketing activities in the field of children’s tourism in Ukraine are minimally developed or not used at all. This becomes a serious obstacle to the development and improvement of children’s tourism in general. Not enough attention was paid to the study of the problem of children’s tourism, so children’s tourism was generally studied by such scientists as M. Melnichuk [3], O. Kolotukha [4], and others. Marketing in the field of tourism was studied by S. Briggs [6], M. Malska [5], N. Mandyuk [5], and others. At the same time, the topic of marketing in the field of children’s tourism is a new and practically unexplored topic. Goal of the master’s qualification work is to summarize the principles of marketing in the children’s tourism industry, study the children’s tourism market, and develop recommendations for improving the marketing activities of the enterprise under study. Study object – the innovative children’s camp West Camp, which has been operating on the market for 8 years and specializes in revealing the inner potential of children and adolescents, expanding their horizons. Scope of research is theoretical information and practical principles of improvement and development of the marketing potential of the children’s innovation camp West Camp. Research methods in the process of solving the tasks: analysis and synthesis (for the study of the theoretical and methodological foundations of children’s tourism); tabular and graphic (for systematization and visualization of digital information); factorial and regression analysis (to determine the influencing factors on the development of the marketing activities of the children’s camp); survey method (for surveying based on the Google Forms service); the method of comparison (for the analysis of different approaches to the formation and development of marketing activities in the field of children’s tourism); matrix method (when carrying out a strategic analysis of the enterprise); SWOT analysis. The research findings – the theoretical and methodological aspects of the enterprise’s marketing activity were considered; the domestic and foreign works of scientists who studied the problems of the development of children’s tourism and its marketing activities were studied; a financial, strategic, and marketing analysis of the children’s innovation camp West Camp was carried out; the factors affecting the marketing activity of the West Camp children’s camp were analyzed; determined the strengths and weaknesses of the enterprise and the ways of its improvement and development; the expansion of the company’s activities in the form of the creation of a new product, namely rehabilitation camp shifts for children affected by the full-scale war in Ukraine in a certain way, to improve marketing activities and attract financial infusions from the state and foreign capital, is proposed. Key words: children’s tourism market, marketing activity, innovative children’s camp, marketing research, marketing costs. References. 1. Klyap M., Sandor F. (2011) Modern varieties of tourism. Education manual Kyiv. Knowledge. 2. Krykavskyi E.V., Kosar N.S., Mnykh O.B., Leonova S.V., (2018) Marketing research: a textbook. Lviv. 3. Melniychuk M., Zeiko V. (2016) Youth, and children’s tourism: essence and classification by age. Geology. Geography. Ecology. 4. Kolotukha O. (2005) Child and youth tourism in Ukraine as a territorial socio-economic system: problems and development prospects. Kyiv. 5. M.P. Malska, N.L. Mandyuk., (2016) Basics of marketing in tourism: a textbook. - K.: "Center of educational literature". 6. Briggs S. (2005) Marketing in tourism. Kyiv. Knowledge-Pres.