align="justify"> constant and potential clients;
В§ employees;
В§ mass-media;
В§ investors.
It is necessary to form image for each separate target audience. So, for the wide public the civil position is more preferable, but for the partners it is important the high competitive ability of the enterprise. right choice of target audience can bring bright results and efficiency of advertising and PR-measures would increase at several times in this case.
3.3 The measures to improve the image
It is necessary to conduct measures in several spheres of firm s activity that to improve positive the image.the sphere of production the measures for improvement of quality of services and adoption of new technology realize.of financial investment and a rise of cost-effectiveness of production and service are imaportant factors for the forming of image. For advance of sale is used a tradition bundle of means such as making of a chain of travel agencies and holding necessary marketing researching for determination of a pricing policy.the sphere of marketing it is separated measures on a planning of a competitive activity, sales promotion and conduction of PR-company. The best construction of image of agency is reached due to an optimal fiscal policy and a mending of the steady relations with consumers. It is paid much attention to an analytic work on the creating and correction of image of the organization, making an emblem, name and logo up.aim in the sphere of interrelation with clients is clearly determined. This activity heads for the forming of some culture of the relation with consumers and partners and mending of a feedback. There are important conditions for the forming of the optimal image: giving of valid and truthful information, compliance with a contract, adoption an after-sales service. The using of measures for image forming is variably. These are PR-company, organization of conferences, exhibitions, presentation, using of Internet-technologies.personnel s measures have significance role for the organization because of tour managers interact with clients directly. These measures are directed by the development a corporate culture, formation of a team, making some style of a management and creating loyal personnel to the organization. The especial attention is speared to means of the stimulation of a produce, motivation of stuff and providing social guarantee.
Conclusion
conclude that:
В§ Every organization has image even it s not formed specially;
В§ it s necessary to aware the role of the image for travel agency s activity;
В§ it s important to create the base of image and measures for its spreading;
В§ the target audience must be clear determined;
В§ the image can be positive and negative, and the aim of the travel agency is to reach the favourable image;
В§ the travel agency must research the state of the image constantly and correct given results.positive image increases competitive ability of the company on the market. It attracts consumers and partners, speeds up sales and increases its volume. It make easer an access of difference resources: financial, informational, human, material, etc. Creating of image is work not only experts in different spheres (marketing, advertising, PR), but service providers, who interact with clients directly. Image of the enterprise make not only due to variety action. The quality of service, relationship personnel to their employer, clientele and their own activity have significance for image more than an advertising and a presentation.
Literature
1. Александрова А.Ю. Міжнародний туризм: Навчальний посібник для вузів. - М.: Аспект Пресс, 2001.
. Б. Джі "Імідж фірми: планування, формування, просування" 1999р
3. Квартальнов В. Менеджмент туризму: Туризм як об'єкт управління. - М..: Фінанси і статистика, 2002.
4.Горбаткін Д. В«Корпоративна іміджологіяВ» < № 01 (01) 2007
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