Brand management in tour operating: synergy of digital marketing and managerial innovations
Brand management in tour operating: synergy of digital marketing and managerial innovations
| dc.contributor.author | Тимчук Світлана Володимирівна | |
| dc.date.accessioned | 2025-11-04T21:51:14Z | |
| dc.date.available | 2025-11-04T21:51:14Z | |
| dc.date.issued | 2025 | |
| dc.description | Brand management in the tour operating industry plays a pivotal role in determining the competitiveness and sustainability of companies in a rapidly evolving market. The synergy between marketing tools and managerial innovations is essential for the creation and maintenance of a strong and recognizable brand. The integration of advanced digital technologies, such as CRM systems, data analytics, and social media platforms, enables tour operators to engage with customers in a more personalized and efficient manner. This technological transformation allows companies to better understand consumer preferences, tailor their offerings, and enhance customer loyalty. Moreover, the implementation of sustainable practices and eco-friendly initiatives has become a significant factor in brand development, aligning with the growing consumer demand for responsible tourism. The use of data-driven marketing strategies and automation also optimizes internal processes, ensuring higher efficiency and improved customer satisfaction. In conclusion, the effective management of a tour operator’s brand requires not only the application of innovative marketing strategies but also the adaptation of flexible managerial approaches that can quickly respond to changes in consumer behavior and market trends. The synergy between these elements leads to the creation of a competitive, adaptable, and resilient brand capable of achieving long-term success in the global tourism industry. | |
| dc.description.abstract | The article explores the role of brand management in the tour operator industry, focusing on the synergy between marketing strategies and managerial innovations. It is noted that in the context of increasing competition and evolving consumer expectations, brand management plays a crucial role in maintaining the competitiveness of tour operators. The article highlights that digital transformation, including the adoption of advanced technologies such as CRM systems, data analytics, and social media platforms, significantly influences the | |
| dc.identifier.citation | Tymchuk Svitlana, Neshchadym Liudmyla, Barvinok Nataliia. Brand management in tour operating: synergy of digital marketing and managerial innovations. Economies’ horizons, 2025. (2(31), 44-54 https://doi.org/10.31499/2616-5236.2(31).2025.327444 | |
| dc.identifier.issn | 2622-9273 | |
| dc.identifier.uri | https://lib.udau.edu.ua/handle/123456789/11002 | |
| dc.language.iso | en | |
| dc.publisher | УДПУ | |
| dc.title | Brand management in tour operating: synergy of digital marketing and managerial innovations | |
| dc.title.alternative | Бренд-менеджмент у туроператорстві: синергія цифрового маркетингу та управлінських інновацій | |
| dc.type | Стаття |
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