INCREASING THE EFFICIENCY OF BUSINESS ACTIVITIES OF CRUISE COMPANIES BY EXPANDING THE CHANNELS OF ATTRACTING TOURISTS
Authors:   State University of Infrastructure and Technologies, Lernichenko Kateryna , Boiko Svitlana ,   State University of Infrastructure and Technologies, Pavlenko Victoria ,   State University of Infrastructure and Technologies
Published: January 2025

The article defines the relevance and necessity of researching the channels of attracting tourists to cruise tourism, thanks to which customers are searched, informed, attracted and retained in order to increase the efficiency of the business activities of cruise companies.The role and importance of using traditional and digital marketing channels when attracting tourists by cruise companies in order to improve the effectiveness of their activities in the modern conditions of the tourist market is considered. The main reasons for their use are singled out, such as the sustainability of the development of the cruise industry, changes in the consumer approach, digitization and online presence, the peculiarity of regional cruise markets, the need for strategic planning.Common channels of distribution of products of cruise companies are given, outlining the promotion of their services in online and offline formats, which can be separated into separate channels of attracting tourists.
The main relevant and most widespread online and offline channels for attracting tourists to the cruise sector are grouped, namely: (1) online channels (websites, mobile applications, social media, influence marketing), (2) offline channels ( travel agencies, travel exhibitions and fairs, sales through partners, special events). Their advantages, functionality, tools, incentives for use by cruise companies during business activities are considered; expected benefits from their use.Recommendations are provided for the use of the above channels, in particular as a combination of them to attract the target audiences of cruise companies, which is facilitated by the development of marketing strategies and regular analysis of the results of marketing campaigns in terms of their effectiveness in the conditions of constant changes in the field of technology and consumer preferences of the audience spectrum. Complex use of online and offline channels of attracting tourists will allow potential customers to get acquainted with the program of cruise tours, the comfort of cruise liners and additional services on board, entertainment; provide assistance in choosing routes and tours; accumulate contact information to maintain feedback; analyze the feedback and suggestions of tourists with further development of new tours or change of existing ones to meet the needs of the target audience; establish partnership relations in the market of tourist services. Effective use of the considered engagement channels will allow cruise companies to update and adapt cruise products according to the urgent needs of the market, taking into account consumer expectations, competitive opposition and industry volatility.The goal of further research in this area is formulated.Keywords: cruise tourism, promotion of tourist services, channels of attracting tourists, advertising, tourism.