manguuУправлениеUPRAVLENIE / MANAGEMENT (Russia)2309-36332713-1645State University of Management10.26425/2309-3633-2021-9-3-39-45manguu-431Research ArticleМЕЖОТРАСЛЕВОЙ МЕНЕДЖМЕНТMANAGEMENT IN VARIOUS INDUSTRIESОсобенности формирования имиджа туристских предприятийFeatures of the tourist enterprises image formationhttps://orcid.org/0000-0002-4103-5635КушховаЗ. В.KushkhovaZ. V.

Кушхова Залина Валерьевна, канд. экон. наук

299053, ул. Вакуленчука, 29, г. Севастополь

Cand. Sci. (Econ.)

29, Vakulenchuk str., Sevastopol, 299053

zkhatikova@mail.ruhttps://orcid.org/0000-0003-4562-9729РывкинаО. Л.RyvkinaO. L.

Рывкина Ольга Леонидовна, канд. экон. наук

299053, ул. Вакуленчука, 29, г. Севастополь

Cand. Sci. (Econ.)

29, Vakulenchuk str., Sevastopol, 299053

bolbotenko@yandex.ruhttps://orcid.org/0000-0002-5737-3292ХраброваН. И.KhrabrovaN. I.

Храброва Наталья Ивановна, канд. экон. наук

299053, ул. Вакуленчука, 29, г. Севастополь

Cand. Sci. (Econ.)

29, Vakulenchuk str., Sevastopol, 299053

khrabrova-nata@mail.ruФГБОУ ВО «Российский экономический университет им. Г.В. Плеханова» (Севастопольский филиал)РоссияPlekhanov Russian University of Economics (Sevastopol branch)Russian Federation202122102021933945Copyright © Кушхова З.В., Рывкина О.Л., Храброва Н.И., 20212021Кушхова З.В., Рывкина О.Л., Храброва Н.И.Kushkhova Z.V., Ryvkina O.L., Khrabrova N.I.This work is licensed under a Creative Commons Attribution 4.0 License.https://upravlenie.guu.ru/jour/article/view/431

В статье на основе эмпирических данных, полученных в результате исследования рынка туристских услуг г. Ялты (Республика Крым), определены типы туристских предприятий в зависимости от продолжительности функционирования на рынке и особенностей деятельности по поддержанию и развитию их имиджа. Это предприятия, впервые начинающие функционировать на туристском рынке и формировать свой имидж; предприятия, активно действующие на рынке, но не формирующие свой имидж; предприятия, которым необходимо пересмотреть или полностью изменить имиджбилдинговую деятельность.

Для каждого типа предприятий разработаны и обоснованы этапы формирования их имиджа, включая необходимый маркетинговый инструментарий: для первого типа – определение аудитории имиджа, разработка и утверждение фирменного стиля, осуществление внутреннего и внешнего имиджбилдинга, управление имиджем; для второго типа – аудит имиджа; анализ причин потери приверженности; разработка и реализация имиджевых мероприятий; для третьего типа – аудит имиджа; выбор подхода к реализации имиджевой программы.

Доказано, что имидж туристского предприятия характеризуется жизненным циклом. Предложено рассматривать четыре стадии жизненного цикла: формирование; развитие; устойчивость; размытие и потеря. Определены характерные особенности стадий, цели управления и программа мероприятий имиджбилдинга

The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises that need to review or completely change their image building activities.

For each type of enterprise, the stages of the image formation, including the necessary marketing tools, have been developed and substantiated: for the first type of the enterprises – determination of the image audience, development and approval of corporate identity, implementation of internal and external image building, image management; for the second type – image audit, analysis of the causes of the loyalty loss, development and implementation of image events; for the third type – image audit, choice of approach to the image program implementation. It is proved that the image of the tourist enterprise is characterized by a life cycle.

It is proposed to consider four stages of the life cycle: formation; development; stability; blurring and loss. The characteristic features of the stages, management goals and the program of image building events have been determined.

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The authors declare that there are no conflicts of interest present.