Designing a Marketing Strategy for the Development of Industrial Tourism in the Region

Journal of Optimization in Industrial Engineering

مقاله 1، دوره 14، Special Issue - شماره پیاپی 29، فروردین 2021، صفحه 1-8   

نوع مقاله: Original Manuscript

شناسه دیجیتال (DOI): 10.22094/joie.2020.677809

نویسندگان

Bohdan Danylyshyn¹؛ Oleksandra Olshanska^{* 2}؛ Yuliia Zabaldina³؛ Roman Mazurets³؛ Sergii Khlopiak³؛ Liliia Pivnova⁴

¹Department of Regional Studies and Tourism, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine

²Department of Business-Economics and Tourism, Kyiv National University of Technologies and Design, Kyiv, Ukraine

³Department of Tourism and Recreation, Kyiv National University of Trade and Economics, Kyiv, Ukraine

⁴Department of Hotel and Restaurant Business and Tourism, East European University of Economics and Management, Cherkasy, Ukraine

چکیده

The article is devoted to the study of the process of development of regions as a promising area of industrial tourism. The authors researched the marketing strategies of industrial tourism, studied, proposed an algorithm for selecting a marketing strategy for the development of industrial tourism and the concept of developing a marketing strategy for the development of industrial tourism. They also proposed a scientific and methodological approach to assessing the attractiveness of investments in the region for the development of industrial tourism and tested its practical effectiveness at 10 enterprises. Developed a mechanism for implementing a marketing strategy for industrial tourism, which is the basis for establishing the structure and composition, goals, objectives, principles, functions, methods, means of implementing a marketing strategy for industrial tourism, as well as for significant activities at national, regional and local levels of promotion of industrial tourism and industrial tourism infrastructure.

کلیدواژه‌ها

Attractiveness؛ Industrial tourism؛ Investment؛ Marketing strategy؛ Region

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