Marketing approach to amusement park business

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dc.contributor.authorTkachuk (Stakhurska), Svitlana
dc.contributor.authorStahurska, Svitlana
dc.date.accessioned2016-11-17T13:23:07Z
dc.date.available2016-11-17T13:23:07Z
dc.date.issued2016
dc.description.abstractThe paper examines marketing specificities of entertainment industry in example of amusement park. The entertainment industry is considered to be related to the service sector, the sector of non-material production with all the particular qualities of it's, such as impalpability, variability, inseparability from the source and inability for storage. The services of amusement park are regarded as the variety of specific services, which may be designed for different types of consumers.In order to this fact it is proposed the segmentation approach for customers of amusement park services. In basis of the segmentation is the emotional criteria, that considers the classification of emotions by B. Dоdonov and other classifications. In accordance to the market segments the types of amusement services as the strategic business units are proposed, including such elements of marketing-mix as product, process and physical evidence. Element "product" is considered to be in combination with element "process" for the specific essence of service product, which combines instrumental and functional quality. It is also considered, that consumer buys the service of amusement park not for the determined material result, but for the process. The process is viewed as the result of the service consumption. The result and the process are measured by the emotions, for which consumer buys the amusement service.uk_UA
dc.identifier.citationTkatchuk, S. Marketing approach to amusement park business / S. Tkatchuk, S. Stakhurska // Інтелект ХХІ : науковий економічний журнал. - К., 2016. - Вип. 4. - С. 84 – 89.uk_UA
dc.identifier.urihttps://dspace.nuft.edu.ua/handle/123456789/24567
dc.language.isoenuk_UA
dc.subjectmarketinguk_UA
dc.subjectentertainment industryuk_UA
dc.subjectmarketing of amusement parkuk_UA
dc.subjectmarketing of service sectoruk_UA
dc.subjectmarket segmentationuk_UA
dc.subjectcustomers' emotionsuk_UA
dc.subjectromantic emotionsuk_UA
dc.subjectemotions of fearuk_UA
dc.subjectesthetic emotionsuk_UA
dc.subjecthedonistic emotionsuk_UA
dc.subjectмаркетингuk_UA
dc.subjectсфера розвагuk_UA
dc.subjectмаркетинг парку розвагuk_UA
dc.subjectмаркетинг сфери послугuk_UA
dc.subjectмаркетингова сегментаціяuk_UA
dc.subjectемоції споживачівuk_UA
dc.subjectромантичні емоціїuk_UA
dc.subjectемоції страхуuk_UA
dc.subjectестетичні емоціїuk_UA
dc.subjectгедоністичні емоціїuk_UA
dc.subjectсфера развлеченийuk_UA
dc.subjectмаркетинг парка развлеченийuk_UA
dc.subjectмаркетинг сферы услугuk_UA
dc.subjectмаркетинговая сегментацияuk_UA
dc.subjectэмоции потребителейuk_UA
dc.subjectромантические эмоцииuk_UA
dc.subjectэмоции страхаuk_UA
dc.subjectэстетические эмоцииuk_UA
dc.subjectгедонистические эмоцииuk_UA
dc.subjectкафедра маркетингуuk_UA
dc.subjectкафедра економіки праці та менеджментуuk_UA
dc.titleMarketing approach to amusement park businessuk_UA
dc.typeArticleuk_UA

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