Relationship marketing in tourism

Abstract

The article analyzes the concept of relationship marketing. Essential characteristics that distinguish marketing in its traditional sense from relationship marketing are presented. Specific attention is paid to the company benefits from the relationship marketing principles implementation in the current activities. Key components of relationship marketing at the tourism enterprises are highlighted. Authors describe information system for support introduction of relationship marketing. CRM system for tourism enterprises allows to automate the collection, storage and operation of customer information to increase sales, optimize marketing and improve customer service by storing information and a history of relationships with them, establishing and improving business processes and subsequent analysis of the results.