MATHEMATIC MODELIZATION IN THE PROCESS OF MARKETING DECISION IN TOURISM ENTERPRISES CASE OF MARKETING TECHNOLOGIES
Matthnai Ekouaghe, postgraduate student, assistant
Simon Kuznets Kharkiv National University of Economics
Abstract. The papers discusess theoretical framework of factors affecting marketing decision in travel & tourism. Statistical information describing taking into consideration the ukrainian tourism flow as well as the media and social media market size were provided.
Key words: model, marketing technologies, tourism flow, social media market
Decisions making processes are at the heart of running a business. But for every potential profit, a possible downside risk is attached. There comes the fear of failure with forced choice.
This assertion finds its meaning in the choice of promotional instruments in companies in general and in the tourism industry in particular. A major aspect of marketing is persuading people to make a decision (or to help them change their minds). And so, a lot of psychological research that marketers and advertisers are interested in revolves around understanding the human decision-making process. It turns out that, for the most part, making a decision is actually too much effort. For enterprises the necessity to reach the target audience with effectiveness becomes a priority, indeed the research of advertising effectiveness is one of the most important and perspective directions of modern marketing research. The main task of researching the effectiveness of advertising is to be able to predict its impact on the commercial activities of the company. The need for an advertising survey is also primarily due to the fact that decisions in the field of advertising are taken in conditions of certain risk and uncertainty.
This inspires a cautious approach, especially when taking into account the return on investment (ROI). Here, it will be essential for the tourist promoter to seek more often an immediate gain and the securing of the acquired turnover. It is therefore not a question of conducting an analysis by varying a particular factor and observing the successive results while the other factors would remain totally under the control of the experimenter (Fig. 1).
Fig. 1. Theoretical framework of factors Affecting Marketing decision in Travel & Tourism
The first reason is that a marketing decision almost always involves action on individuals or customer base (H1) they are offered a new product in this case the tourist product (H3), they are given a message, they try to influence their decision to buy or, when are distributors or prescribers (H2;H4), they are offered some forms of cooperation. The impact of the decision is still exerted singularly on these groups since the individuals composing them are constantly evolving, if only in reaction to previous actions of the same nature which makes the marketing strategy to adapt itself to this state of affairs. When researching the effectiveness of advertising highlight the communicative (psychological) and cost-effectiveness of advertising campaign.
The effectiveness of the psychological impact of advertising on the consumer can be determined by observation, experiments, surveys. Although these methods have proven effective in the past, their efficiency is now questioned we the rise of information and communication technologies. Indeed many destinations continue to generate physical leaflets, when people (especially young people) need to have virtual brochures or mobile applications (Apps), which show them the destination in a more audiovisual and interactive way. The destinations have to focus much of the promotion to the online environment, which allows a greater segmentation and reach the target audience that interests us. In addition, online campaigns allow a more accurate measurement of the results we have obtained with the company’s investment. On the other hand, current marketing and advertising campaigns have to be focused on achieving user interactivity. The Destination marketing organization (DMOs) should offer prizes and incentives to those tourists who share content of the destination in social networks.
Table 1
Statistical information describing taking into consideration the ukrainian tourism flow as well as the media and social media market size
| Tourist arrivals in ukraine | 35071 |
|---|---|
| Ukrainians who travel abroad | 2060974 |
| Domestic tourists | 453561 |
| Ukrainian digital advertising market | 4 344 000 |
| Ukrainian traditional media market | 11317000 |
| Ukrainians who use social media | 5 600 000 |
| Grand total | 11317000 |
The destinations have to develop promotional and marketing actions of 360 degrees, which include visibility in several channels and with specific campaigns directed to several profiles of the target public (travel agencies, media, prescribers and the final public - potential tourists).
Fig. 2. Bayesian inferences of the effects of the promotion of Ukrainian tourism product for inbound and outbound markets
With this situation tourist professional will then try to understand the consumer behaviour online , and modelise it for businesses purposes, with the help of the websites potential customers may visit. However, Modeling consumer behavior on the Internet requires specific techniques for several reasons.
First of all, Web browsing and buying behavior differs from that of brick-and-mortar stores, especially because of the low conversion rate: according to a study by BCG and shop.org (Betts, 2001), websites receive millions of visitors, but only 3% buy. As Sismeiro and Bucklin (2004) point out, this implies that website visits are not good criteria for predicting purchases and that logit or probit models that attribute a direct impact of visits to buying behavior do not are not adapted to the Web. This becomes possible with the help of marketing technologies. the uprising digital means of advertisising we can deduce trends of marketing promotion of the Ukrainian tour product for inbound and outbound product.
For an estimated population of 23 303 773 million internet users,which makes 0.28 percent of global users of the social network. Ukraine should a high possibility of exporting its tourists services abroad. As said previously the traditional means of advertising are an essential elements of the promotion of the Ukrainian tour product , as suggested by the table below the table 1 Unfortunatly as shown in the figure 2 this is most unlikely the ratio of ukrainians travelling abroad is so high, due to the attractiveness of foreign tours products possibly through marketing technologies like social media, eventhough the probability of promotion of tour product is so prevalent through the digital advertising market , we can obverve that the probability that ukrainian domestic may have a profit on this trends is less than 10%.
At the same time these observations are not that strange, in fact Ukrainian tourism infrastructure, which includes hotels, restaurants, transportation facilities, entertaining establishments and insurance services is in poor condition now.As we can see here, one of the most important aspects of any marketing program is monitoring and evaluation. Careful monitoring of the implementation phase and ongoing evaluation of the efficacy of your overall marketing strategy are the only way to determine benchmarks for your marketing programs. Benchmarks that can be used to improve your content marketing tactics, and deliver better results than ever before.
Many of these measure different components of content marketing. Some measure social media engagement, others measure search engine results, or email marketing performance, or even on-site engagement. The right content marketing monitoring and evaluation tool (or tools) for you will depend on the objectives of your campaign to begin with.
The easiest way for businesses to get the most from their marketing program is to use content marketing monitoring and evaluation tools through mathematic modelization.
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