tmt.2019.235

TOURISM MARKETING IN RUSSIA: STAGES OF FORMATION, MODERN STEREOTYPES AND SIMPLIFICATIONS

Sergey Volkov
Faculty of Economics and Management, Volgograd State Technical University, Russia

DOI: https://doi.org/10.31410/tmt.2019.235

4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade

Abstract: The article analyzes the stages of development of tourism marketing as a field of scientific
knowledge in marketing theory. The author’s attempt to rethink the stereotypes and simplifications
developed in the theory and practice of tourism marketing, which hinder the active introduction of
marketing technology in the system of strategic management of territories, is also undertaken. Methodological base of the present research was content analysis of fundamental works of domestic and
foreign authors, which formed the basis of the theory of tourist marketing. Besides, comparative and
analytical methods of research were applied. It is shown that the development of the basis of the theory
of tourist marketing was based and was a logical continuation of the development of the theory of
marketing services as a response to the process of formation of the economy of service type (economics
of services). In the process of evolution of the theory of tourism marketing it has passed two stages.
The first stage (1965 - mid-1990s) was devoted to the study of peculiarities of marketing activity in
the sphere of tourism and hospitality at the level of microenvironment. The second stage begins in the
mid-1990s with the study of marketing technologies at the level of meso- and macro-systems. On the
basis of the carried-out analysis the conclusion about the productivity of the domestic theory of tourist
marketing from foreign researches in this area is made. Also, the author distinguishes two main stages
of development of the theory of marketing in tourism, which are characterized by the change of the object
of study. The allocated stereotypes and simplifications in the theory of tourist marketing interfere
with practical introduction of scientific workings out in this sphere in strategic management of tourist
branch of the Russian regions.

Keywords: Tourism marketing, Tourism, Tourism Enterprises, Promotion, Tourist services, Tourist
product, Stereotypes and simplifications in tourism marketing.

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