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UDC 338:001.895

Vizerska M.

Ways to use of innovative products and technologies as an element of managing the life cycle of the tourist product

      The article is describes the essence of the term product life cycle, its classical key phases. The author was analyses and suggest an innovative approach to identifying the stages of the life cycle of a tourism product. On the basis of the material being analyzed, was proposed the simple software for controlling the life cycle on its various stages. In the article, the approaches to the marketing research of the tourist services market, the newest methods of selling tourism products are considered, the network marketing channels for the tourism product, possible causes of sales decline and prospects for such products are considered.
      The author proposed and analyzed the following stages of the life cycle of the tourism product:

  1. Market research. Emphasis is placed on the importance of correct and accurate analysis of marketing information.
  2. Product Development. Principles of development should be based on social needs and current trends in the tourism market.
  3. Entry into the market. Analyzed the modern product sales channels, and modern marketing solutions.
  4. Sales growth. Analyzed the price and non-price methods of promoting a new tourist product.
  5. Stage of maturity of the product. Necessary support for the sale of the product is carried out using new media tools.
  6. The decline in sales. The author focuses on the need to study the reasons for the decline in sales, management mistakes and marketing strategy faults of the company, to extend the life cycle of an existing product and save material and labor resources that will be put on the creation of a new products or services.
  7. Output from the market. Active marketing research of this stage will be an advantage when designing a new product or service for a tourist, because they point out possible perspectives for the development of the tourism services market as a whole, the perspectives of the issuing company and possible losses of commercial gain that have occurred for the reasons established during the research.

      The using of such a deep and detailed lifecycle model in tourism will allow minimizing the costs of companies for creating new products, because the priority of this model is aimed at ensuring the extension of the life of existing products and services by using company resources for preventive measures.
      Keywords. The product life cycle, the life cycle of the tourist product, the stages of the product life cycle, market research, advertising services, the Internet, the reasons for the decline in demand.

Received at editorial April 26, 2019


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