THE ALGORITHM FOR DEVELOPING VALUE-BASED MARKETING STRATEGIES IN GEORGIAN TOURIST COMPANIES

Nino Mamuladze

Batumi Shota Rustaveli State University, Batumi, Georgia

Email: nino.mamuladze@bsu.edu.ge

https://orcid.org/0000-0003-4159-5381

ABSTRACT

The aim of a marketing strategy must be the formation of an effective system of management in order to gain a competitive advantage. Connectivity between the size and the structure of the market, determining the level of marketing activity, responding to market changes, formatting individuality of the company – are the main principles for formatting marketing strategies. In the modern global world, information sources are one of the most important factors to develop marketing strategy: how much are consumers going to pay, what kind of resources are necessary for producing service, which is the most profitable field for selling services, how to format and promote values and other, are those issues, on which management of the company must receive necessary information.

Different marketing strategies can be useful in terms of particular demands, the enterprise and the purpose of research. It can be selected based on marketing research, commercial activity, responsibilities, new product advertisements, promotion and the role and importance of values.

The aim of the work is to discuss and explore the value-based marketing strategy of modern Georgian tourism firms and find out what consumers and tourist companies think about values if they are interested in and use them in their everyday work. The aim of the research is to determine the attitudes of consumers toward value-based marketing strategies. 228 people and 30 tourism companies participated in the research. Research has shown that companies are oriented on values, they are trying to format the most effective values for consumers, consumers are paying attention to the values and based on this are choosing the service of tourist companies.