Designing a Marketing Strategy for the Development of Industrial Tourism in the Region

Document Type : Original Manuscript

Authors

1 Department of Regional Studies and Tourism, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine

2 Department of Business-Economics and Tourism, Kyiv National University of Technologies and Design, Kyiv, Ukraine

3 Department of Tourism and Recreation, Kyiv National University of Trade and Economics, Kyiv, Ukraine

4 Department of Hotel and Restaurant Business and Tourism, East European University of Economics and Management, Cherkasy, Ukraine

10.22094/joie.2020.677809

Abstract

The article is devoted to the study of the process of development of regions as a promising area of industrial tourism. The authors researched the marketing strategies of industrial tourism, studied, proposed an algorithm for selecting a marketing strategy for the development of industrial tourism and the concept of developing a marketing strategy for the development of industrial tourism. They also proposed a scientific and methodological approach to assessing the attractiveness of investments in the region for the development of industrial tourism and tested its practical effectiveness at 10 enterprises. Developed a mechanism for implementing a marketing strategy for industrial tourism, which is the basis for establishing the structure and composition, goals, objectives, principles, functions, methods, means of implementing a marketing strategy for industrial tourism, as well as for significant activities at national, regional and local levels of promotion of industrial tourism and industrial tourism infrastructure.

Graphical Abstract

Designing a Marketing Strategy for the Development of Industrial Tourism in the Region

Keywords


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