EXHIBITION ACTIVITY AS AN INSTRUMENT OF TOURISM BUSINESS MARKETING PROMOTION TO THE NATIONAL AND FOREIGN MARKETS

Abstract

Introduction: The necessity of creating an effective system of innovative development of enterprises of exhibition business makes the issues of theory and methodology particularly important. with taking into account the peculiarities of this sphere and the specifics of the services provided. Scientific support for solving these problems will help to create effective functioning of all spheres of activity. It is the successful development of exhibition activity, with increasing competition and increasing demands from consumers, allowes companies that use exhibition services to successfully compete in the market.

Hypothesis of scientific research. It is anticipated that the use of innovations in the exhibition business will enable the creation of efficient quality management systems for tourist services adapted to work in modern conditions.

The purpose of this study is to develop a model of justification of the use of exhibition services for the promotion of tourism business to the national and foreign markets.

Research methods:

- systematic analysis was used to justify the place and specific features of the exhibition 

business in the field of services of the modern economy; for substantiation of the strategic map of the system of balanced indexes of typology of enterprises of the exhibition business by the System "Possibility of attraction / rendering of services";

- cluster analysis – for analysis and generalization of the current state of the domestic exhibition business;

- discriminatory analysis – to build a "profile of the results of exhibition activities, which will ensure the competitiveness of enterprises in this business sector.

Results: the proposed approach to the management of exhibition business, the directions of improvement of the process of providing exhibition services, the model of formation of the concept of exhibition behavior.

Conclusions: the proposed project of formation and development of exhibition and fair complex will strengthen the development of tourism infrastructure: transport, catering, hotel industry, which meet the current market needs.