Features of the tourist enterprises image formation
The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These a...
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| Format: | Article |
| Language: | Russian |
| Published: |
State University of Management
2021-10-01
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| Series: | Управление |
| Subjects: | |
| Online Access: | https://upravlenie.guu.ru/jour/article/view/431 |
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| _version_ | 1832541318621954048 |
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| author | Z. V. Kushkhova O. L. Ryvkina N. I. Khrabrova |
| author_facet | Z. V. Kushkhova O. L. Ryvkina N. I. Khrabrova |
| author_sort | Z. V. Kushkhova |
| collection | DOAJ |
| description | The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises that need to review or completely change their image building activities.For each type of enterprise, the stages of the image formation, including the necessary marketing tools, have been developed and substantiated: for the first type of the enterprises – determination of the image audience, development and approval of corporate identity, implementation of internal and external image building, image management; for the second type – image audit, analysis of the causes of the loyalty loss, development and implementation of image events; for the third type – image audit, choice of approach to the image program implementation. It is proved that the image of the tourist enterprise is characterized by a life cycle.It is proposed to consider four stages of the life cycle: formation; development; stability; blurring and loss. The characteristic features of the stages, management goals and the program of image building events have been determined. |
| format | Article |
| id | doaj-art-cb96f5da866640a9a5476ec0dcbc2969 |
| institution | Kabale University |
| issn | 2309-3633 2713-1645 |
| language | Russian |
| publishDate | 2021-10-01 |
| publisher | State University of Management |
| record_format | Article |
| series | Управление |
| spelling | doaj-art-cb96f5da866640a9a5476ec0dcbc29692025-02-04T09:04:39ZrusState University of ManagementУправление2309-36332713-16452021-10-0193394510.26425/2309-3633-2021-9-3-39-45293Features of the tourist enterprises image formationZ. V. Kushkhova0O. L. Ryvkina1N. I. Khrabrova2Plekhanov Russian University of Economics (Sevastopol branch)Plekhanov Russian University of Economics (Sevastopol branch)Plekhanov Russian University of Economics (Sevastopol branch)The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises that need to review or completely change their image building activities.For each type of enterprise, the stages of the image formation, including the necessary marketing tools, have been developed and substantiated: for the first type of the enterprises – determination of the image audience, development and approval of corporate identity, implementation of internal and external image building, image management; for the second type – image audit, analysis of the causes of the loyalty loss, development and implementation of image events; for the third type – image audit, choice of approach to the image program implementation. It is proved that the image of the tourist enterprise is characterized by a life cycle.It is proposed to consider four stages of the life cycle: formation; development; stability; blurring and loss. The characteristic features of the stages, management goals and the program of image building events have been determined.https://upravlenie.guu.ru/jour/article/view/431tourist enterpriseimagelife cycleimage buildingcrimeaimage building programimage audienceimage managementimage audit |
| spellingShingle | Z. V. Kushkhova O. L. Ryvkina N. I. Khrabrova Features of the tourist enterprises image formation Управление tourist enterprise image life cycle image building crimea image building program image audience image management image audit |
| title | Features of the tourist enterprises image formation |
| title_full | Features of the tourist enterprises image formation |
| title_fullStr | Features of the tourist enterprises image formation |
| title_full_unstemmed | Features of the tourist enterprises image formation |
| title_short | Features of the tourist enterprises image formation |
| title_sort | features of the tourist enterprises image formation |
| topic | tourist enterprise image life cycle image building crimea image building program image audience image management image audit |
| url | https://upravlenie.guu.ru/jour/article/view/431 |
| work_keys_str_mv | AT zvkushkhova featuresofthetouristenterprisesimageformation AT olryvkina featuresofthetouristenterprisesimageformation AT nikhrabrova featuresofthetouristenterprisesimageformation |