{"id":13335,"date":"2020-03-19T18:30:06","date_gmt":"2020-03-19T16:30:06","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=13335"},"modified":"2020-03-19T18:38:49","modified_gmt":"2020-03-19T16:38:49","slug":"use-of-targeting-tools-promotion","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/use-of-targeting-tools-promotion\/","title":{"rendered":"Ohiienko Mykola, Ohiienko Alona Use of Targeting Tools Promotion of Gastronomic Tourism Events"},"content":{"rendered":"

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JEL Classification<\/strong>: D 83; L 83; M 30; M 31.<\/span><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V19(2020)-24<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Ohiienko\u00a0Mykola<\/strong>, Doctor of Economics, Associate Professor, Mykolayiv Branch of Kyiv National University of Culture and Arts, Mykolayiv, Ukraine<\/p>\n

ORCID ID<\/strong>: 0000-0002-7900-2986<\/a>
\ne-mail<\/strong>: ogienkonikolay@ukr.net<\/a><\/p>\n

Ohiienko Alona, <\/strong>PhD (Economics), Associate Professor, Mykolayiv National Agrarian University, Mykolayiv, Ukraine<\/p>\n

ORCID ID<\/strong>: 0000-0001-5427-7978<\/a>
\ne-mail<\/strong>: ogienko_al\u0435na@ukr.net<\/a><\/p>\n

Use of Targeting Tools in the Promotion of Gastronomic Tourism Events<\/h2>\n

 <\/p>\n

Introduction<\/strong>. The article deals with the process of developing tourist potential through the creation of gastronomic events. Gastronomic festivals are considered as a form of event tourism in\u00a0 the Mykolaiv region. Income from tourism is significant, so one of the important factors is attracting participants and increasing the tourist flow. No event can take place without quality advertising and media coverage, with particular attention given to targeted advertising, given that it is user-friendly.<\/p>\n

Purpose<\/strong>. The purpose of the article is to study the aspects of the development of event tourism in the region, analyze the current state of gastronomic tourism in Ukraine and Mykolaiv region, analyze the impact of targeted advertising on various Internet networks on the qualitative indicators of event filling, methodological and informational basis of work are scientific and theoretical works of scientists on the development of event tourism, statistics were obtained during the advertising campaign of the event \u201cManagement Platform\u201d, which was held as part of the open culinary contest \u201cStaff Battle\u201d in Mykolaiv. The realization of this goal is based on a systematic approach to the problems under study, and various general scientific and special methods of research are used.<\/p>\n

Results<\/strong>. The article investigates the process of the advertising campaign of the forum “Management platform” within the gastronomic festival “Nikolaev. Vintage Kitchen\u201d with targeting and contextual advertising. We have investigated limiting factors affecting the target audience, such as age, region, and other filters that allowed us to bring information online to the target audience portrait. As a result, we conducted a comparative analysis of stakeholder responses to each of the networks. As a result, during the 6 days of the advertising campaign, we explored the reach of the target audience, the gender breakdown of the audience, the age categories of the stakeholders, the territorial division and other factors influencing the choice of the target audience in the promotion of gastronomic tourism.<\/p>\n

Conclusions and Discussion<\/strong>. The analysis of the main directions of event tourism, namely gastronomic festivals and competitions, features of event tourism are: lack of seasonality; possibility of forecasting; mass; interactivity; innovation; regularity of events; encouraging repeat visits to destinations; and entertainment. The article also focuses on the influence of the Culinary Association of Ukraine, whose active work in the territory of Ukraine and the Mykolaiv region increased the potential of event tourism by organizing numerous competitions in culinary arts and service in the framework of gastronomic festivals. Emphasis is placed on the importance of promoting gastronomic festivals and competitions using both a wide-ranging advertising campaign and a strong focus on targeted advertising. Namely, the experience of targeting will be used for the advertising campaigns of subsequent events of event tourism, taking into account the effectiveness of zones of variation in the factors of influence on the choice of the target audience. This will minimize the costs of the advertising campaign with the same quality and number of participants involved.<\/p>\n

Keywords<\/strong>: event tourism; event; gastronomic tourism; tourism potential; advertising; targeting; contextual advertising.<\/p>\n

References:<\/strong><\/p>\n

    \n
  1. Parlamentsjke vydavnyctvo (2003). Zakon Ukrajiny \u00abPro turyzm\u00bb 15.04.95 r. Retrieved from https:\/\/zakon.rada.gov.ua\/laws\/show\/1282-15 [in Ukrainian].<\/li>\n
  2. Ohiienko, M. M. & Ohiienko, A. V. (2019). Ghastronomichni festyvali jak forma podijevogho turyzmu ta rozvytku restorannogho biznesu. Restorannyj i ghoteljnyj konsaltyngh. Innovaciji<\/em>, 2, 2 DOI: https:\/\/doi.org\/10.31866\/2616-7468.2.2.2019.188204 [in Ukrainian].<\/li>\n
  3. Tyshhenko, P. V. & Tkachenko, T. I. (2006) Teoretychni aspekty ta rozvytok podijevogho turyzmu reghionu. Stalyj rozvytok turyzmu: teorija, metodologhija, realiji biznesu. KNTEU [in Ukrainian].<\/li>\n
  4. Kotsiubynskyi, V. Y., & Korinnyi, B. O. (2015). Targhetyngh v socmerezhakh: reklamna kampanija z desjaty miljjonnoju audytorijeju. RA \u00abGarpun\u00bb. Retrieved from http:\/\/garpun.com\/help\/targeting-v-sotssetjah\/ [in Ukrainian].<\/li>\n
  5. Targhetyngh<\/em>. Retrieved from : https:\/\/stud.com.ua\/63402\/marketing\/targeting [in Ukrainian].<\/li>\n
  6. Bakunovsjka, D. D., Colncev, S. O. & Judina, N. V. (2019) Vykorystannja targhetynghu i kontekstnoji reklamy v internet-komunikacijakh na rynku dytjachoji robototekhniky. Retrieved from: https:\/\/ela.kpi.ua\/bitstream\/ 123456789\/29488\/1\/2019-13_3-05.pdf [in Ukrainian].<\/li>\n
  7. Ohiienko, M. M., Ohiienko, A. V. & Jacenko, Ja. M. (2018). Analiz ta perspektyvni naprjamy rozvytku turyzmu Mykolajivshhyny. Naukovyj visnyk Mykolajivsjkogho universytetu imeni V. O. Sukhomlynsjkogho.<\/em> Retrieved from: http:\/\/mdu.edu.ua\/wp-content\/uploads\/Econom-visnyk-11-13.pdf [in Ukrainian].<\/li>\n
  8. Strateghija rozvytku Mykolajivsjkoji oblasti (2019). Retrieved from : http:\/\/www.mk.gov.ua\/ua\/economy\/strateg. [in Ukrainian].<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 21 January 2020<\/p>\n

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    How to quote this article?<\/p>\n<\/td>\n<\/tr>\n

    Ohiienko, M. & Ohiienko, A. (2020). Use of Targeting Tools Promotion of Gastronomic Tourism Events. Modern Economics<\/em>, 19(2020), 149-154. DOI: https:\/\/doi.org\/10.31521\/modecon.V19(2020)-24.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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    [vc_row][vc_column][vc_column_text] JEL Classification: D 83; L 83; M 30; M 31. DOI: https:\/\/doi.org\/10.31521\/modecon.V19(2020)-24 [\/vc_column_text][vc_column_text] Ohiienko\u00a0Mykola, Doctor of Economics, Associate Professor, Mykolayiv Branch of Kyiv National University of Culture and Arts, Mykolayiv, Ukraine ORCID ID: 0000-0002-7900-2986 e-mail: ogienkonikolay@ukr.net Ohiienko Alona, PhD (Economics), Associate Professor, Mykolayiv National Agrarian University, Mykolayiv, Ukraine ORCID ID: 0000-0001-5427-7978 e-mail: ogienko_al\u0435na@ukr.net Use
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