Стаття присвячена аналізу особливостей реалізації інструментів маркетингу в умовах воєнного стану. Маркетингові прийоми під час війни чи військових конфліктів будуть корисні бізнесу у будь-якій галузі економіки. Сформульовано комплекс запитань, на які має знати відповіді компанія, здійснюючи свою маркетингову діяльність в умовах воєнного стану. Визначено основні напрями, в яких доцільно зосереджувати маркетингову діяльність підприємства в умовах воєнного стану. Охарактеризовано основні особливості інструментів маркетингу в умовах воєнного стану. Наведено різнопланові приклади маркетингової діяльності окремих брендів під час воєнного стану як у світі, так і в Україні. Зазначено, що воєнні реалії суттєво змінили купівельну поведінку і купівельні звички споживачів. Висновується, що брендам потрібно намагатися завжди бути в курсі поточної воєнної, економічної, політичної ситуації, щоб бути готовими у разі необхідності змінити бізнес-вектор з власними маркетинговими підходами до своїх цільових і потенційних споживачів.
Дослідження присвячено аналізу потенціалу маркетингу для забезпечення розвитку ринку космічного туризму. У статті доведено, що економічне зростання ринку космічного туризму залежить від його здатності ефективно реагувати на ендогенні та екзогенні чинники маркетингового середовища. Визначено мотиваційні чинники космічних туристів та середовище, яке створюють компанії-постачальники космічних туристичних послуг для виклику у людини абсолютно нових рівнів емоційних станів. Здійснено маркетинговий аналіз сегментаційних змінних на ринку космічного туризму, зазначено основні відмінності щодо надання космічних туристичних послуг в кожному з них. Акцентовано, що сучасний економічний механізм розвитку ринку космічного туризму базується на концепції маркетингу з адаптованими його основними елементами. Проведений аналіз дозволяє стверджувати, що ринок космічного туризму має величезний потенціал. В найближчому майбутньому космічний туризм стане масовим, індустрія космічних вражень буде розвиватися прискореними темпами, стимулюючи виникнення інших прибуткових субринків.
Aim: The article is devoted to analyzing marketing factors of the tourism market operations in Ukraine under martial law. Methods: The study used the method of secondary data analysis. Results: The authors determined that the tourism market always reacts very sensitively to crisis events (pandemics, devastating natural disasters, political or military crises, etc.) and highlighted the changed format of the tourist market in Ukraine in the conditions of the protracted Russian-Ukrainian war. The authors identified the main factors of the current market of tourist services in Ukraine under martial law conditions. The functioning of the tourism market during the war is strategically important for the state and citizens. Conclusions: The authors summarized the experience of the tourism sector of countries that have been through a similar crisis and became leaders in the regional markets of tourist services to implement it in Ukraine effectively and determined the main factors of the functioning of the market of tourist services in the segments of domestic and inbound tourism after the victorious peace and innovative directions of recovery and further development.
The study is dedicated to the marketing analysis of the diversification of the factors affecting the formation and development of the market conditions of the space tourism market. The article summarizes scientific approaches to the definition of space tourism, systematizes the features of the formation and development of the global space tourism market, and analyses the indicators of the development of the space tourism market in the leading spacefaring countries of the world. The actual determinants of the development of the world market of space tourism have been identified, as well as main motivational factors of space tourists. The main endogenous and exogenous factors for the development of the space tourism market were investigated. Attention was focused on the fact that the modern economic mechanism for the development of the space tourism market is based on the concept of marketing with its main elements adapted. Marketing directions for the popularization of tourist space flights were researched. It is concluded that the space tourism market has a huge potential. Space travel has become a reality, and in the foreseeable future space tourism will become massive, while the industry of space experiences will develop at an accelerated pace, stimulating the emergence of other lucrative sub-markets.
The research deals with the analysis of marketing technologies of personalization in tourism based on artificial intelligence (AI). It is noted that one of the latest transformations in the field of tourism is caused by the development of information and communication technologies based on innovations in AI. It has been established that personalized travel and an individual approach to tourists by travel companies is one of the most important trends in the modern tourism industry. It is the use of AI that will allow a specific travel company to create a good, personalized experience that is better than that offered by its competitors. AI-powered personalization is viewed as the use of AI technologies to create personalized experiences for travellers based on their individual needs, preferences, lifestyles, behaviours, etc. The use of marketing technologies of personalization in tourism allows the client to get a meaningful journey based precisely on his or her greatest preferences and needs. The benefits of AI-based personalization in the tourism industry are highlighted. AI-based personalization has been found to transform the tourism industry in many aspects of operating activities. It has been proven that the introduction of AI technologies in tourism will cause a massive departure from traditional operating models. It has been established that in modern conditions it is important to offer AI to clients in the form of interactive and self-service technologies to ensure the best interaction with them. It has been shown that one of the most sought-after applications of AI in the tourism industry is online customer assistance. It has been found that for better competitiveness, it is important for travel companies to pay attention to customer service, which allows deepening relations with customers; to use native advertising to deliver unique travel experiences and programmatic advertising that is tailored to the tourist's browsing behaviour. It is noted that marketing technologies of personalization in tourism based on AI provide the following: segmentation of customers according to indicators of probable conversion; retargeting to more promising tourists; directing advertising to customers with Google AdWords. It is emphasized that personalized recommendations based on customer behavioural data are one of the most effective ways to grow a travel business. One of the leading trends in AI-based personalization in the travel industry is the integration of this technology into travel applications and platforms. Another trend in AI-based personalization in the travel industry is the integration of voice assistants (Amazon Alexa, Google Assistant) when travelling. Artificial intelligence-based personalization is predicted to be further integrated into the travel experience, providing travellers with new and innovative ways to plan, book, and experience travel.
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