Integrated marketing methods of regional tourism development as a factor of socio-ecological and economic stability of the region

Schetinina E.D.1, Dagman S.1
1 Белгородский государственный технологический университет им. В.Г. Шухова

Journal paper

Russian Journal of Entrepreneurship *
Volume 19, Number 5 (May 2018)
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Abstract:
The article describes the approaches to the formation of integrated marketing methods of tourism development in the region as a factor of regional socio-ecological and economic sustainability. The associated range of methodological and practical problems, trends in tourism marketing and its modern features on the example of the Belgorod region are considered. The methodical apparatus of marketing in tourism is investigated, the interrelation of tourism and development of the territory is revealed and the necessity of formation of integrated marketing space for increase of stability and balance of socio-ecological and economic development of the region is proved. As a methodological basis for this purpose, the synthesis of three types of marketing – tourism, regional and relational in their social and ethical form is suggested. The components and parameters of sustainability of tourism marketing, taking into account the interests of the region, are determined. As one of the tools of integrated marketing, an extended typology of consumers of the tourism market is proposed. The principles of evaluating the effectiveness of tourism marketing based on the account of the multiplicative effect and impact on the gross regional product (GRP) are provided. The program blocks of practical implementation of the strategy of sustainable development of the region associated with the tourism sector as a driver of this development are outlined.

Keywords: region, marketing, sustainable development, tourism, marketing sustainability of tourism, socio-ecological and economic system

JEL-classification: M31, L83, Q56

References:

Alieva Z.M. (2012). Teoretiko-metodologicheskoe obosnovanie vliyaniya marketinga otnosheniy na potrebitelskoe povedenie [Theoretical and methodological justification of the influence of marketing relations on consumer behavior] M.: Vuzovskaya kniga. (in Russian).
Blekuell R., Minnard P., Endzhel Dzh. (2007). Povedenie potrebiteley [Consumers behavior] SPb.: Piter. (in Russian).
Danilenko N.N., Rubtsova N.V. (2013). Turizm i ustoychivoe razvitie regiona: sotsialnyy i institutsionalnyy aspekty [Tourism and sustainable development of the region: social and institutional aspects] Irkutsk: Izd-vo BGUEP. (in Russian).
Dashkova T.L. (2010). Marketing v turisticheskom biznese [Marketing in the tourism business] M.: Izd-vo «Dashkov i So». (in Russian).
Durovich A. (2008). Marketingovye issledovaniya v turizme [Marketing researches in tourism] SPb.: Piter. (in Russian).
Gelvanovskiy M., Zhukovskaya V., Trofimova I. (1998). Konkurentosposobnost v mikro -, mezo- i makrourovnevom izmereniyakh [Competitiveness in micro-, meso- and macro-level measurements]. Russian Economic Journal. (3). 67-77. (in Russian).
Gulyaev V.G., Selivanov I.A. (2008). Turizm: ekonomika, upravlenie, ustoychivoe razvitie [Tourism: economy, management, sustainable development] M.: Sovetskiy sport, Rossiyskaya mezhdunarodnaya akademiya turizma. (in Russian).
Kasimov N.S., Mazurov Yu.L., Tikunov V.S. (2004). Kontseptsiya ustoychivogo razvitiya: vospriyatie v Rossii [The concept of sustainable development: perception in Russia]. Vestnik RAN. 74 (1). 28-36. (in Russian).
Kondrashov I.B. (2017). Metody i instrumenty upravleniya regionalnoy konkurentosposobnostyu [Methods and tools of regional competitiveness management]. Bulletin of BSTU named after V.G. Shukhov. (4). 133-136. (in Russian).
Kotler F, Bouen Dzh., Meykenz Dzh. (2007). Marketing. Gostepriimstvo. Turizm [Marketing. Hospitality. Tourism] M.: YuNITI-DANA. (in Russian).
Mayburov I. (2004). Ustoychivoe razvitie kak koevolyutsionnyy protsess [Sustainable development as a co-evolutionary process]. Society and economics. (4). 124-143. (in Russian).
Oschepkov V.M., Kuzmina Yu.D. (2013). Region kak samostoyatelnyy ekonomicheskiy subekt [Region as an independent economic entity]. Perm University Herald. ECONOMY. (4(19)). 41-47. (in Russian).
Oscherin L.A., Peshkova M.V. (2011). Metodicheskie podkhody k razrabotke kontseptsii innovatsionnogo razvitiya territoriy kak osnovy lend –developmenta v zhilischnom stroitelstve [Methodological approaches to the development of the concept of innovative development of territories as the basis of land development in housing construction]. Scientific journal «Izvestiya vuzov. Investitsii. Stroitelstvo. Nedvizhimost» (Proceedings of Universities. Investment. Construction. Real estate). (1). 10-20. (in Russian).
Pankrukhin A.P. (1999). Territorialnyy marketing [Territorial marketing]. Journal of Marketing in Russia and Abroad. (5). 656. (in Russian).
Pchelintsev O.S., Lyubovnyy V.Ya., Voyakina A.B. (2000). Regulirovanie vosproizvodstvennogo potentsiala territorii kak osnova regionalnoy politiki [Regulation of the reproductive potential of the territory as the basis of regional policy]. Problems of forecasting. (5). 62-68. (in Russian).
Polyakova T.V. (2011). Mnogourovnevaya kontseptsiya territorialnogo marketinga kak instrument analiza razvitiya ekonomicheskikh sistem [Multi-level concept of territorial marketing as a tool for the analysis of economic systems development]. Vestnik Instituta Druzhby narodov Kavkaza. (1). 74-80. (in Russian).
Preobrazhenskiy B.G., Treschevskiy Yu.I. i dr. (2005). Regionalnaya sotsialno-ekonomicheskaya politika: teoriya, mirovaya i rossiyskaya praktika [Regional socio-economic policy: theory, world and Russian practice] Voronezh: «Nauchnaya kniga». (in Russian).
Romanova M.M. (2014). Investirovanie v industriyu turizma v Rossii i drugikh stranakh [Tourism investment in russia and other countries]. Economics and modern management: theory and practice. (2(34)). 241-245. (in Russian).
Rubtsov V.A., Gabdrakhmanov N.K., Baybakov E.I., Khosseyni S.S. (2016). Turizm i ustoychivoe razvitie [Tourism and sustainable development]. Ekologicheskiy konsalting. (1(61)). 2-13. (in Russian).
Schetinina E.D. (1998). Makroekonomicheskie usloviya povysheniya ustoychivosti razvitiya sotsioprirodnyh sistem [Macroeconomic conditions of the socio-natural systems sustainable development increase ] M.. (in Russian).
Schetinina E.D. (2016). Marketingovoe upravlenie ustoychivostyu [Marketing sustainability management] Belgorod: Izd-vo BGTU. (in Russian).
Schetinina E.D., Kozlova N.V. (2015). Marketing regiona kak instrument kapitalizatsii ekonomicheskikh resursov territorii [Marketing of the region as an instrument of capitalization of economic resources of the territory]. Belgorod Economic Herald. (4(80)). 217-221. (in Russian).
Sheresheva M.Yu., Polyanskaya E.E. (2015). Razvitie gostinichnogo biznesa v regionakh Rossii [Developing the hotel business in Russian regions]. Finance and credit. (2(674)). 36-47. (in Russian).
Shevchenko E.S. (2015). Teoreticheskie aspekty razrabotki programmy organizatsii sobytiynogo turizma v regione [Theoretical aspects of the development of event tourism organization program in the region]. Belgorod Economic Herald. (4(80)). 252-276. (in Russian).
Starikova M.S. (2012). Povedenie potrebiteley [Consumers behavior] Belgorod: Izd-vo BGTU. (in Russian).
Tatarkin A.I., Lvov D.S., Kuklin A.A. i dr. (1999). Modelirovanie ustoychivogo razvitiya kak uslovie povysheniya ekonomicheskoy bezopasnosti territorii [Modeling of sustainable development as a condition of increasing economic security of the territory] Yekaterinburg: izd-vo Ural. Universiteta. (in Russian).
Travel & Tourism Economic Impact 2016World Travel & Tourism Council. Retrieved April 25, 2018, from https://www.wttc.org
Tukubaeva Zh., Bobushev T.S. (2015). Razvitie turistskogo potentsiala kak forma ustoychivogo razvitiya mestnyh soobschestv [Development of tourism potential as a form of sustainable development of local communities]. Current problems of modern science. (43). 29-38. (in Russian).
Uskova T.V., Kopasova S.S. (2008). Ustoychivoe razvitie regiona: ot kontseptualnyh osnov – k prakticheskim rezultatam [Sustainable development of the region: from conceptual framework to practical results]. Eco. (3(43)). 21-31. (in Russian).
Данилина М.В., Деревянкина В.И., Потехин А.В. Особенности поведения потребителя туристских услугНаучно-методический электронный журнал «Концепт». (in Russian). Retrieved from https://e-koncept.ru/2014/14128.htm

Страница обновлена: 11.05.2025 в 05:42:26