Title of article
Digital Marketing in Strategic Management in the Field of the Tourism
Author/Authors
Fedoryshyna, Larysa University of Economics and Entrepreneurship - Khmelnytskyi, Ukraine , Halachenko, Oleksandr Department of Entrepreneurship and Management - Interregional Academy of Personnel Management - Kyiv, Ukraine , Ohiienko, Alona Department of Hotel - Restaurant and Tourism Business - Kyiv National University of Culture and Arts - Mykolaiv, Ukraine , Blyznyuk, Andrii Department of International Relations and Organization of Tourism - Interregional Academy of Personnel Management - Kyiv, Ukraine , Znachek, Rafaela Department of Marketing - Business and Trade - Odessa National Academy of Food Technologies - Odessa, Ukraine , Tsurkan, Natalia Department of Management - Finance and Administration - Interregional Academy of Personnel Management - Odessa, Ukraine
Pages
20
From page
22
To page
41
Abstract
The main aspects of using digital marketing tools in strategic management in the field of tourism have considered in the article. The study proved that the marketing strategy of the tourist enterprise is a determining factor in the choice of the main sales channels in the Internet environment. The article highlights the keydigital marketing tactics and tools. In the main directions defined strategic management in the field of tourismon the basis of optimization of digital marketing tools. To implement the target approach in the implementation of the marketing strategy of the enterprise, a system of KPIs proposed.
Keywords
Digital - marketing , Tourism , Strategic management , Portfolio investment , KPI
Journal title
Journal of Information Technology Management (JITM)
Serial Year
2021
Record number
2672022
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