Zaiachkovska H. Marketing Support of the Development of Inbound Tourism in Ukraine: Theory and Methodology

Object: the process of marketing support for the development of inbound tourism in Ukraine. Purpose development of theoretical and methodological principles and applied recommendations for marketing support of inbound tourism in Ukraine. Methods: comparative and systematic analysis, synthesis, scientific generalizations; institutional-evolutionary method and multidimensional method; methods of scientific abstraction, induction and deduction, statistical and comparative analysis, discrete transformations; modeling method; method of statistical analysis, comparison and synthesis; questionnaire method; Ward method; system-structural analysis; process approach; methods of formalization, structural synthesis and scientific generalization. It is offered: formulated the main theoretical provisions of the concept of inbound tourism marketing and deepened the scientific tools of inbound tourism marketing in the context of conceptualization and development of market-product strategy of market participants; methodological principles of using the concept of inbound tourism marketing are substantiated; intercultural approach to the formation of the concept of inbound tourism marketing based on the identification of intercultural differences in the behavior of consumers of tourist services in different countries using the cultural dimensions of G. Hofstede; improved scientific and theoretical approaches to the disclosure of the essence and content of the concepts: "inbound tourism". Scope of usage: State Agency for Tourism Development.