АНТИКРИЗИСНЫЙ МАРКЕТИНГ В ТУРИСТИЧЕСКОМ БИЗНЕСЕ В УСЛОВИЯХ ПАНДЕМИИ КОРОНАВИРУСА

Автор
, кандидатка экономических наук, доцентка кафедры туризма, Украина, г. Ивано-Франковск

В рубрике

 Экономическая теория;

Подписано в печать

 29.03.2021

Номер выпуска

 2021-№1 (44)

Страница

 103-117

Тип статьи

 Научная статья

Код УДК

 338.487:659.1

ISSN print

 2411-5584

Аннотация

 В статье обобщены подходы к трактовке понятия «антикризисный маркетинг». Определены особенности маркетинговой стратегии, специфика реализации при антикризисном управлении туристическими предприятиями в условиях пандемии COVID-19 и в послепандемических реалиях. Рассмотрены инструменты антикризисного управления предприятием в зависимости от первопричины возникновения кризисных явлений. Предложена схема формирования антикризисной маркетинговой стратегии и даны рекомендации по смягчению последствий пандемии Covid-19 в сфере туризма.

Ключевые слова

 кризис, стратегия, управление, туризм, антикризисный маркетинг, антикризисный менеджмент, туристический бизнес.

Рецензент

Внешний рецензент

Статья в PDF

 103-117

Список литературы

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Код DOI

 10.31359/2411‑5584‑2021‑44‑1‑103

28.04.2021