MARKETING RESTRUCTURING AS AN INSTRUMENT OF CRISIS MANAGEMENT OF THE TOURIST ORGANIZATION

This article examines the issues of the tour company marketing restructuring in the conditions of the industrial crisis. Furthermore, the essence of marketing restructuring is defined. The external prerequisites of marketing restructuring program are analyzed for particular tourism market development trends in the short term. Changes in consumer preferences and low business profitability are considered as the top negative trends causing the sector’s crisis. Value disciplines model by Michael Treacy and Fred Wiersema is offered for defining the directions of marketing restructuring of the tour company. The requirements for tour company’s key factors content are defined based on this model considering market trends. The role of the market behavior proactive model in the formation of the “Customer intimacy” key success factor is highlighted, as well as the importance of differentiation for such factor as “Product leadership”. The possibilities of Novosibirsk tour company marketing restructuring as the tool of crisis management are being analyzed. As the result methodical recommendation for marketing restructuring are offered and priority direction of creating a brand of the tour company is defined. The concept of brand including both internal and external environment factors is created. Such methodical approach allows the organizations working at the service market consider the trends of the market and adapt to high dynamics of the external environment.

marketing restructuring, tourism organization, tourism market, market development trends, industry crisis, model of value disciplines, key success factors, profile matrix of competitor analysis, brand pyramid, tourism product differentiation, recreation center, consumer portrait.

Aslanova I. V., Kulichkina A. I. Marketing restructuring as an instrument of crisis management of the tourist organization. Business. Education. Law, 2019, no. 2, pp. 69–75. DOI: 10.25683/VOLBI.2019.47.213.