Muzychka Y. Management of Marketing Activity Tourism Enterprises

The dissertation is devoted to development of theoretical and methodological approaches, practical recommendations for the management of marketing activity of tourist businesses. The essence of the concept of "marketing activities" and "supply capacity". Improved classification of innovations in the marketing policy of tourism enterprises, the approaches to the definition and classification of tourism enterprises marketing activities. The model of management of marketing communication system of the tour operator, as well as model of marketing policy (strategy) tourism enterprise in market conditions. Investigated methodical aspects of a comprehensive assessment of the effectiveness of management of tourist enterprises selling on the principles of the unity of purpose and action-oriented consumer. The directions of the use of innovative technologies on the basis of building a virtual office sales are tourism products that will improve the quality of customer service and efficiency of marketing activity of the enterprise as a whole.