THE APPROACHES TO THE STRATEGY OF MARKETING DEVELOPMENT AT THE NATIONAL SPA AND RESORT SECTOR
The features of the national spa and resort complex development are discussed. The detailed analysis of the problems which limit the development of the complex (decreasing number of personnel, imperfection of the legislation, lack of uniform certification system, etc.) is conducted. Under current social and economic conditions when the demand for spa and resort services is increasing, an integrated marketing strategy and effective mechanism of spa and resort activities positioning should be developed. Spa and resort sector is one of the most important sectors of the national economy. It is proved that spa and resort treatment increases the health level of vacationers by 80-90%. The use of natural and medical resources is the main factor defining the development of the services. The inflow of the personnel as compared to the negative dynamics in the past is important. The increase in the personnel may lead to the introduction of various spa and resort services and increase their quality. The financial support of the sector from the federal and regional budgets may lead to increased variety of the offered services. It may increase the number of vacationers in the spa and resort organizations. It is found that the sector has a low marketing level. Advertising is almost not presented in mass media and this considerably reduces the knowledge of the population of possible health-improving programs. The development of marketing policy in the spa and resort sector may increase the clientele and, respectively, increase the financing and improve the situation in this sector of the economy.