Formation of integrated marketing communications of entrepreneurship in the sector of rural agrarian tourism
The article defines the essence of the concept of "marketing communications". Marketing communication tools, including the following key elements as advertising; sales promotion; public relations (relations with community); direct marketing are allocated. Problems in agricultural agrarian tourism, which highlight the essence of advertising, are formulated. The measures on stimulation of consumers of services of business entities are presented. It is determined that public relations contributes to the creation of a positive image of the subject of tourism entrepreneurship. Three main forms of direct marketing in rural agrarian tourism are allocated. The stages of the complex of integrated marketing communications of subjects of entrepreneurship in the sphere of rural agrarian tourism are outlined.