Особливості маркетингу туристичних послуг в сучасних умовах глобалізації світового туристичного ринку

Abstract

The article focuses on specific nature of marketing in the sphere of tourism under the conditions of complicated business environment caused by external social and economic factors as well as by uncontrolled natural and climate conditions that might influence the «experience economy». The article emphasizes the necessity to adopt the concept of «total marketing» in the activities of the enterprises engaged in travel industry.