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MARKETING OF SOCIAL SERVICES IN THE FIELD OF TOURISM
Definition of the essence of marketing in the field of
Bazarova Mamlakat Supiyevna
Азиатского международного университета.
https://doi.org/10.5281/zenodo.15878299
Abstract. Social media marketing is used for all traditional marketing purposes - to attract
customers.
Keyword: social media platforms are suitable for business. This does not mean that your
small business should start using some.
Marketing includes a wide variety of activities, including marketing research, product
development, sales organization, pricing, and advertising. Social service marketing is a type of
human activity aimed at satisfying needs through exchange. The scope of social services marketing
has recently expanded to include, in addition to goods, services, organizations, places, and ideas.
Thus, the concept of service marketing appeared, which implies the process of developing,
promoting and implementing services, focused on identifying special customer needs and designed
to help customers evaluate the services of a service organization and make the right choice. Having
originated in the manufacturing sector, the marketing of social services for a long time did not find
appropriate application in the service sector and, in particular, in the tourism sector. However, the
increasing competition and commercialization of tourism activities have led to the need for the early
introduction of the basic elements of social services marketing into the practice of a tourist
enterprise. At the same time, tourism has certain features related to the nature of social services,
forms of sales, and so on. Thus, in order to ensure an effective technology for selling tourist
products, preliminary work is needed, during which a set of services is prepared at a fixed price, and
the real demand for it manifests itself much later. The management of the travel agency must guess
the wishes of the buyers, make a choice for them of the direction of travel, accommodation facilities,
mode of transport, etc. and only after that offer a ready-made package for sale. Based on this feature
of the production of tourist products and its sale, the key cheaper ones, etc. So, in order to really use
social services marketing as a reliable tool for achieving success in the market, specialists of tourism
enterprises need to master its methodology and the ability to apply them depending on the specific
situation. Thus, marketing of social services in tourism is a system of continuous coordination of
the services offered with services that are in demand in the market and that a travel company is able
to offer profitably for itself and more effectively than competitors do. The essence of social services
marketing is to ensure that the offers of tourist services are necessarily oriented towards the
consumer and to constantly align the capabilities of the enterprise with the requirements of the
market. The purpose of marketing social services in tourism is to systematically determine the range
of data required in connection with the marketing situation in which the travel company is located,
data collection, analysis, and a report on the results Marketing of social services in the field of
tourism is applied both at the macro and micro levels. In particular, at the macro level, the scale of
marketing activities within administrative structures is determined by the degree of impact of
tourism on the country's economy and government policy on tourism.
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For example, in the United States, as part of the Office of Travel and Tourism, responsible
for the development of public policy in the field of tourism, there is a tourism marketing bureau.
The main objectives of its activities are the development and implementation of programs in
the field of tourism development, coordination of projects and programs in the field of marketing,
taking into account American and international tourism projects, stimulating consumer demand for
tourist trips to the United States, etc. At the micro level, there are organizational structures within
a separate travel company (departments, departments) that deal exclusively with marketing, as well
as independent marketing companies that work to order. There are several main groups of customers
who are most interested in conducting marketing research in tourism. Firstly, these are national
representative offices of foreign countries, national tourism organizations, whose tasks include both
tracking the level of interest in their countries from domestic tourists and travel agencies, and finding
ways to effectively promote their destinations in the domestic market. Secondly, these are the most
active tour operators who strive not only to maintain their already won positions, but also to find
new business development directions for themselves. Thirdly, these are organizations and firms
whose work is closely related to tourism (advertising, legal, information). For the first and third
However, the need for this kind of market research is rather episodic, because they are less
dependent on current fluctuations and changes in the tourism market. As for tour operators, their
dependence on market conditions is large and constant, therefore, a serious attitude to marketing
research is a kind of indicator of the future work of a tour operator, the basis for their further success.
For tour operators, the most typical topics of marketing research are: o compiling ratings
of the popularity of tourist destinations among tourists and travel agencies. When building various
kinds of ratings, the correctness and unambiguity of the calculation methodology, determining the
degree of influence of individual performance indicators of travel agencies on the resulting rating
indicator are very important; o assessment of the situation according to the direction presented on
the market, but new for a particular tour operator. First of all, it is of interest to identify the real
picture of the presence of leading tour operators on the market (who already have significant
experience working with the destination), to assess the possibility of a certain redistribution of the
market in terms of attracting some tourists and travel agencies;
o assessment of the current and prospective market situation in fundamentally new tourist
destinations. It is about developing and introducing new destinations for tourists to the market,
assessing the volume of the potential market, studying the current level of interest and attitude of
potential tourists to new programs; o assessment of promising market development opportunities in
certain areas. An important point here is to identify opportunities and ways to further develop and
promote a particular destination, identify the attitude of tourists to the level of current offers,
calculate the return rate in this area and make possible changes to existing programs in order to
maintain consumer interest in them;
o evaluation of the effectiveness of advertising. In this research segment, the analysis of the
general advertising campaign of the tour operator is carried out both as a whole (the formation of a
positive image of the company among tourists and travel agencies) and individual parameters; o
evaluation of the effectiveness of mass media for advertisers.
We are talking about choosing a list of printed publications and media channels, studying
and determining the ways consumers actually use to find the information they need about offers, as
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43
well as identifying forms of work with printed thematic travel publications, the frequency and depth
of work with them, and so on.;
o analysis of the quality of the tourist product. This area of work provides for the creation of
a system of ongoing quality control of tourist products offered by the operator, identification of
negative aspects in the organization of recreation and excursion programs (including, from the point
of view of the host party, providing tourists with the necessary information and the level of work of
managers); o analysis of problematic situations. In this part of the research, almost any issues related
to the lack of sufficient information from the tour operator can be considered, which do not allow
us to get a complete picture of the causes of the problem and its true extent. In this case, the tasks
of the marketing research contractor may include work on concretizing the problem posed or
transferring it to a higher level in order to obtain the most objective picture and identify the
underlying causes of this problem. The essential point in this case is the development of a research
methodology, which should. Such an idea of the directions of marketing work in tourism comes out
of the current situation in the tourism services market, especially in organized tourism, where tours
in the form of pre-planned and completed packages consisting of several services are sold to agents
at set prices long before their actual sale to the end consumer. Thus, marketing in the field of tourism
is the mechanism that ensures the connection of intra-company management with the realities of the
external environment. He provides information about market conditions, about competitors
operating in the market, about trends and the direction of tourist flows, the transformation of a tourist
product, about trends in changing tastes and preferences of consumers and in the form of marketing
strategies, plans, recommendations, promotions and other tools, affects all elements of the
management of a travel company, taking a direct part in the company's production activities.
Moreover, it is the marketing of social services that is behind.
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