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Digital Marketing in Strategic Management in the Field of the Tourism | ||
| Journal of Information Technology Management | ||
| دوره 13، Special Issue: Role of ICT in Advancing Business and Management، 2021، صفحه 22-41 اصل مقاله (1.16 M) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/jitm.2021.80735 | ||
| نویسندگان | ||
| Larysa Fedoryshyna* 1؛ Oleksandr Halachenko2؛ Alona Ohiienko3؛ Andrii Blyznyuk4؛ Rafaela Znachek5؛ Natalia Tsurkan6 | ||
| 1Vice-Rector for Scientific and Methodological Work, University of Economics and Entrepreneurship, Khmelnytskyi, Ukraine. | ||
| 2Department of Entrepreneurship and Management, Interregional Academy of Personnel Management, Kyiv, Ukraine. | ||
| 3Department of Hotel, Restaurant and Tourism Business, Kyiv National University of Culture and Arts, Mykolaiv, Ukraine | ||
| 4Department of International Relations and Organization of Tourism, Interregional Academy of Personnel Management, Kyiv, Ukraine. | ||
| 5Department of Marketing, Business and Trade, Odessa National Academy of Food Technologies, Odessa, Ukraine. | ||
| 6Department of Management, Finance and Administration, Interregional Academy of Personnel Management, Odessa, Ukraine. | ||
| چکیده | ||
| 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. | ||
| کلیدواژهها | ||
| Digital - marketing؛ Tourism؛ Strategic management؛ Portfolio investment؛ KPI | ||
| مراجع | ||
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