Оцінка ефективності використання інтернет-технологій в маркетинговій діяльності туристичних підприємств

Abstract

Вдосконалено методику оцінки ефективності використання веб-сайту туристичних підприємств, яка дозволяє підвищити їх прибутковість з використанням сучасних інструментів Інтернет-маркетингу. Вдосконалено методику підвищення ефективності просування туристичного продукту через Інтернет, яка містить десять параметрів і дозволяє порівнювати сайти туристичних компаній в кількісному вимірі. Показано, що підвищення ефективності просування турпродукту в Інтернеті є важливим чинником підвищення його конкурентоспроможності. Ключові слова: ефективність,Інтернет-технології, веб-сайт, просування.

The article analyses the opportunities of the Internet available to promote and market national tourism product. It proves that an effective website of a tourism company as well as the opportunities it uses to promote and sell its tourism products should become its main competitive advantage within travel services market. This necessitates the development of an efficient internet-based system for tourism product marketing, which, in its turn, will allow improving tourism product promotion both in foreign and domestic markets and will make investments in tourism product promotion more efficient. The article offers the improved technique for estimating the efficiency of web-sites of tourism enterprises, which allows them to boost their profitability by using modern online marketing tools. The technique estimates the efficiency of a web-site by two indicators: volume of sales and profits received. While analyzing the volume of online sales it is recommended to consider the following factors: website traffic, the volume of average purchase (average bill) and conversion. Suggested online marketing tools include those aimed at evaluating website conversion – the ratio of website target users to the total quantity of website visitors. While analyzing advertising costs it is recommended to apply cohort analysis as a modern internet marketing tool. The article also suggests the advanced methods for improving the efficiency of tourism product promotion online, which involves ten criteria and allows for comparative analysis of web-sites of tourism enterprises in quantitative terms. Three new criteria are suggested: website visibility by the internet search engines, availability of mobile website and the tree-click rule. Estimated value of all three criteria allows measuring the total website index and ranging the websites of the travel companies under study. The higher the website index (the closer to the maximum), the more efficient is the tourism product and travel services promotion via this travel company’s site. The research conducted has revealed the lack of attention devoted by the local travel companies to the development and promotion of their websites, which in its turn results in reduction of potential customers and eventually leads to reduction of their income. The research proves that improved online promotion is one of the key factors that add to competitiveness of tourism products. Keywords: efficiency, internet-based technology, website, promotion.