Models of Integrated Marketing Communications of Tourist Enterprises
Models of Integrated Marketing Communications of Tourist Enterprises is a scholarly work, published in 2018 in ''Scientific Works of National University of Food Technologies''. The main subjects of the publication include marketing, business, tourism, sustainable development, marketing communications, and effects of climate change. Popov) are analyzed and their advantages and disadvantages are described.It is argued that the most successful model is the integrated marketing communications, aimed at the emergence of a synergistic effect with the successful combination of elements of marketing message, transmitted by various means of communication influence.It is proved that the prerequisites for the emergence of a synergistic effect of marketing communications are related not only and not so much with the possible integration of communication means by increasing the frequency of messages and increasing the coverage of the target audience of tourist enterprises, as with the presence of different types of thinking, perception and processing of information inherent in man, and also the difference between the stereotypes it has.It is determined that most models, based on a variety of approaches to the IMC, are mainly analogous in nature, which does not allow tourism enterprises to conduct scenario calculations and to predict the dynamics of sales in the application of marketing communications.It is substantiated that for the enterprises of the sphere of tourism, where competition at the present stage becomes rather high, a more detailed model of the IMC is needed which will allow competently to compare the necessary systems of marketing communications and establish the relationship between marketing and internally brand communications.