Zinchenko A. The marketing of the enterprise on the market of green tourism service

The thesis is devoted to the formation of theoretical and methodological approaches and practical guidelines for developing complex enterprise marketing green tourism based segmentation and depth study of the behavior of its customers. Investigated the changing needs and their impact on the differentiation of new travel products and marketing of tourism enterprises; investigated factors that influence the behavior of consumers of the product eco-tourism; analyzed components tourism product as the core of the marketing company of green tourism. Analysis of marketing environment functioning enterprise, specializing in green tourism and the influence of marketing actions on consumer behavior service eco-tourism.Determined the specific characteristics of the marketing mix of eco-tourism facility, expedience adapt its tools in an increasingly competitive, formed a promising eco-tourism product and suggests methodological approaches to developing customer-oriented marketing mix green tourism enterprises (first time) and minimize the gaps in his perception of manufacturers and consumers.