ANTI-CRISIS MARKETING OF THE TOURIST BUSINESS IN THE CORONAVIRUS PANDEMIC CONDITIONS

Author
, associate professor, Ukraine, Ivano-Frankivsk

In heading

 Economic theory;

Signed print

 29.03.2021

Issues number

 2021-№1 (44)

Page

 103-117

Type of articles

 Scientific article

Code UDK

 338.487:659.1

ISSN print

 2411-5584

Abstract

 The author summarizes the approaches to the interpretation of the concept of “crisis marketing”, analyses peculiarities of marketing strategy, specifics of its realization at anti-crisis management of tourist enterprises in the conditions of pandemic COVID and in post-pandemic realities. The author indicates the tools of crisis management of the enterprise depending on the root cause of crisis phenomena, suggests the scheme of formation of anti-crisis marketing strategy and proposes recommendations on mitigation of consequences of Covid-pandemic in the sphere of tourism.

Keywords

 crisis, strategy, management, tourism, anti-crisis marketing, anti-crisis management, tourism business.

Reviewer

External reviewer

Article in PDF

 103-117

Bibliography

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Code DOI

 10.31359/2411‑5584‑2021‑44‑1‑103

28.04.2021