Valentyna Mushtai, PhD (Economics), Associate Professor of the Marketing and logistics Department  Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0001-9042-0241
e-mail: vamushtai@gmail.com

Marharyta Lyshenko, Doctor in Economics, Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0002-6321-5178
e-mail: lm_1980@ukr.net

Nataliia Makarenko, Doctor in Economics, Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0001-7354-5122
e-mail: nmakar165@ukr.net

Viktoriia Makarova, Doctor in Economics, Associate Professor, Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0003-1076-9246
e-mail: victoria.makarova24@ukr.net

Relationship Marketing Within the Concept of Sustainable Development and Global Digitalization of the Tourism Industry

Abstract. Introduction. Relationship marketing in the tourism industry plays an important role, as it directs the activities of tourism enterprises to meet the needs of each client through the formation of close relationships, to achieve a higher level of competitiveness with a focus on sustainable development, taking into account dynamic changes in the market environment and global digitalization of society in particular.

Purpose. The main task of this study is to substantiate the need to introduce relationship marketing in the activities of modern tourism business enterprises aimed at sustainable development under the conditions of global digitalization of the tourism industry.

Results. The article reveals the essence and defines the role of relationship marketing in the activities of tourist enterprises under the conditions of dynamic changes in the market environment, in particular computerization, technology and virtualization of tourism. The necessity of step-by-step implementation of relationship marketing in the practical activities of tourism business enterprises seeking to establish long-term relationships with consumers, increasing their loyalty, focusing on sustainable development, is substantiated.

Emphasis is placed on the need for tourism enterprises to use modern digital technologies, which will contribute to the increase of communication interaction with consumers and will become a powerful tool in the formation of effective relations, will indicate the innovative activity of tourism enterprises.

The possibilities of digitalization of the tourism industry have been studied. It was determined that under the conditions of global digitalization, the digital transformation of the tourism business should be considered by tourism enterprises as one of the main conditions for their sustainable development.

A step-by-step digitization of the business processes of tourist enterprises within the framework of the concept of sustainable development is proposed, among the basic directions of which should be the harmonization of relations with customers and the expansion of economic growth opportunities of the tourism business entities themselves.

Conclusions. Under the current operating conditions of tourism business enterprises, the principles of global orientation towards sustainable development, with an emphasis on the formation of long-term and mutually beneficial relations with consumers of tourism products and the use of various digital technologies, should be the basis of every subject of tourism business oriented towards success, competitiveness, strengthening of market positions, etc. It is digitalization that should be considered as the basis of sustainable development of modern tourism business and one of the factors of increasing its efficiency.

Keywords: relationship marketing; consumer loyalty; globalization; digitalization; digital technologies; innovative activity; concept; sustainable development.

References:

1. Bolila, S. Yu. & Kyrychenko, N. V. (2021). Marketing aspects of the development of tourism enterprises at the regional level under the influence of global trends. Bulletin of the Khmelnytskyi National University, 6 (2), 198 – 203 [in Ukrainian].
2. Ilnytska-Hykavchuk, H. Ya. (2021). The role of digital platforms in the growth of tourism business. Bulletin of the Khmelnytskyi National University, 6. (1), 232 – 234 [in Ukrainian].
3. Kyryliuk, I. M. (2022). Use of modern information technologies in the tourism industry. Innovative development of tourism and the hospitality industry: problems and prospects: a collective monograph/ Povorozniuk I. M., Chyrva O. Y., Kyryliuk I. M. Uman: Visavy [in Ukrainian].
4. Marusei, T. V. (2020). Digitization of the tourism sector as a development tool in modern conditions. Efficient economy, 8. Retrieved from http://www.economy.nayka.com.ua/pdf/8_2020/75.pdf [in Ukrainian].
5. On the approval of the Strategy for the development of high-tech industries until 2025 and the approval of the plan of measures for its implementation (2016). Draft order of the Cabinet of Ministers of Ukraine. Retrieved from http://www.me.gov.ua [in Ukrainian].
6. Stasevych, C. P., Nedzvetska, O. V. & Homziak, O. I. (2021). Ensuring the sustainable development of the tourism industry in Ukraine in the conditions of the pandemic. Efficient economy. 11. Retrieved from http://www.economy.nayka.com.ua/pdf/11_2021/76.pdf [in Ukrainian].
7. Tymkova, V. A. & Savina, S. S. (2019). Improvement of marketing tools for the development of the concept of sustainable development of tourist enterprises. A young scientist, № 5(69), 241 – 245 [in Ukrainian].
8. Felenchak, Yu. B. & Shevchuk, I. B. (2019). New directions of using information and communication technologies in the field of tourism. Market infrastructure, 36, 69 – 75 [in Ukrainian].
9. Tsvilyi, S. M. & Bublei, H. A. (2019) Digitization of business – processes of the company providing international tourist services. International relations, part «Economic sciences», 1 (20), 48 – 51 [in Ukrainian].
10. Shuptar-Poryvaieva, N. Y., Hubanova, O. P., Popova, O. M. & Andrushcheko, O. S. (2020). Prospects for the innovative development of the tourism sector in Ukraine under the conditions of the coronavirus crisis. Social and economic problems of the modern period of Ukraine, 6 (146), 90 – 96 [in Ukrainian].
11. Shchuka, H. P. & Halkiv, L. I. (2020). Formation of marketing relations in the tourist complex. Scientific Bulletin of the Poltava University of Economics and Trade, 1 (97), 94 – 100 [in Ukrainian].