MARKETING CAPACITY IN ENSURING THE DEVELOPMENT OF THE SPACE TOURISM MARKET
Abstract
The study is devoted to the analysis of the capacity of marketing to ensure the development of the space tourism market. To achieve the goal the authors used the following methods: historical, logical generalization, scientific abstraction, analysis, and synthesis. The article determines that the economic growth of the space tourism market depends on its ability to effectively respond to endogenous and exogenous factors of the marketing environment. Thus, the world market of space tourism, on the one hand, contributes to the social development of society and acts as a catalyst for structural transformations in the economy, and on the other hand, it contributes to the acceleration of the processes of formation, exchange, and use of human capital, information and technologies in global space. Changes in the principles, mechanisms, and conditions of functioning of the world market of space tourism are caused by the diversification of factors affecting its development. The authors identify the main motivational factors of space tourists. They reveal how companies providing space tourism services create an environment that evokes completely new levels of emotions in a person. The authors carried out the marketing analysis of segmentation variables in the space tourism market (terrestrial and cyberspace tourism; atmospheric and suborbital tourism; orbital space tourism; space travel beyond the Earth's orbit), and identified the main differences in providing space tourism services in each of the specified segments. Emphasis is placed on the fact that the space tourism market is customer-oriented and the modern economic mechanism of its market development is based on the concept of marketing with adapted main elements. The conducted analysis allows us to confirm that the market of space tourism has a huge potential. Considering that the availability of space tourism due to financial factors can significantly increase in the next decade, it is necessary to develop a new client base, involving innovative marketing communications and technologies. Space travel has become a reality, in the near future space tourism will become massive, and the industry of space experiences will develop at an accelerated pace, stimulating the emergence of other profitable submarkets.
References
Van Pelt M. Space tourism: adventures in Earth's orbit and beyond. New-York : Praxis Publiching Ltd., 2005. p. 224
Kemp K. Destination Space: Making Science Fiction a Reality. Virgin Books, 2010. р. 288
Space tourism. URL: www.esa.int/esapub/bulletin/bulletin135/bul135c_galvez.pdf (дата звернення: 03.02.2023).
Taylor A. How the collapse of the Soviet Union aided the birth of space Tourism. Washington, DC: Washington Post, 2021 Jul 20. URL: https://www.washingtonpost.com/world/2021/07/20/spacetourists-russia-soviet/ (дата звернення: 03.02.2023)
Harwood W. Richard Branson and virgin galactic complete successful space flight [Internet]. New York: CBS News; 2021 Jul 12 [cited 2021 Dec 5]. URL: https://www.cbsnews.com/news/richard-branson-virgingalactic-space-launch/ (дата звернення: 03.02.2023)
Neuman S. Jeff Bezos and Blue Origin travel deeper into space than Richard Branson [Internet]. Washington, DC: NPR; 2021 Jul 20 [cited 2021 Dec 5]. URL: https://www.npr.org/2021/07/20/1017945718/jeff-bezosand-blue-origin-will-try-to-travel-deeper-into-space-than-richard-bra (дата звернення: 03.02.2023)
Deliso M. NASA-SpaceX mission crew splash down in Gulf of Mexico, return home from International Space Station. URL: https://abcnews.go.com/Technology/historic-nasa-spacex-mission-begins-journey-home-international/story?id=77440747 (дата звернення: 03.02.2023)
Commercial Crew Program – Essentials. URL: https://www.nasa.gov/content/commercial-crew-program-the-essentials/ (дата звернення: 03.02.2023)
Commercial Orbital Transportation Services Overview. URL: https://www.nasa.gov/pdf/636362main_FS-2012-04-014B-JSC%20COTS1-pager.pdf (дата звернення: 03.02.2023)
Cater, C., Garrod, B., & Low, T. The Encyclopedia of Sustainable Tourism. CABI. URL: https://books.google.com.tr/books?id=txbGCgAAQBAJ (дата звернення: 03.02.2023)
Weibel, D. L. Space Tourism: The Elusive Dream. Journal of Tourism and Cultural Change, 18(6), 743–746. https://doi.org/10.1080/14766825.2020.1777644
Toivonen, A. Sustainable Space Tourism: An Introduction. Channel View Publication. URL: https://books.google.com.tr/books?id=mSkGEAAAQBAJ. (дата звернення: 03.02.2023)
O'Callaghan J. Blue Origin Launches New Shepard Rocket For 11th Time As It Prepares For Human Flights This Yea. URL: https://www.forbes.com/sites/jonathanocallaghan/2019/05/02/blue-origin-launches-new-shepard-rocket-for-11th-time-as-it-prepares-for-human-flights-this-year/#6ed32bdd741f (дата звернення: 03.02.2023)
Kasaboski D. Supply, not the sky, is the limit for space tourism. URL: https://www.nsr.com/supply-not-the-sky-is-the-limit-for-space-tourism (дата звернення: 03.02.2023)
Space tourism market analysis. URL: https://newspaceeconomy.ca/2022/02/08/space-tourism-market-analysis/ (дата звернення: 03.02.2023)
Foust Jeff Space Perspective performs first balloon test flight, begins ticket sales. URL: https://spacenews.com/space-perspective-performs-first-balloon-test-flight-begins-ticket-sales/ (дата звернення: 03.02.2023)
Mann А. The Apollo Program: How NASA sent astronauts to the moon. URL: https://www.space.com/apollo-program-overview.html (дата звернення: 03.02.2023)
Wall M. NASA will spend $93 billion on Artemis moon program by 2025, report estimates. URL: https://www.space.com/nasa-artemis-moon-program-93-billion-2025 (дата звернення: 03.02.2023)
Jonson A. Back to the Moon. Startups Helping NASA with the New Artemis Mission. URL: https://forbes.ua/innovations/nazad-na-misyats-startapi-yaki-dopomagayut-nasa-iz-novoyu-misieyu-artemida-30082022-8005 (дата звернення: 03.02.2023)
Nalyvaiko M. Space Tourism as a New Type of Active Recreation. URL: https://www.ukrinform.ua/rubric-tourism/2205717-kosmicnij-turizm-ak-novij-vid-aktivnogo-vidpocinku.html 2017 (дата звернення: 03.02.2023)
Suborbital Tourism is Projected to Account for $1.5 Billion of the Total $1.7 Billion URL: https://www.businesswire.com/news/home/20210129005293/en/Global-Space-Tourism-Market-Trajectory-Report-2020-2027-Suborbital-Tourism-is-Projected-to-Account-for-1.5-Billion-of-the-Total-1.7-Billion-Market---ResearchAndMarkets.com (дата звернення: 03.02.2023)
Van Pelt M. (2005). Space tourism: adventures in Earth's orbit and beyond. N.Y.: Praxis Publiching Ltd., p. 224.
Kemp K. (2010) Destination Space: Making Science Fiction a Reality. Virgin Books, p. 288.
European Space Agency – ESA (2008). Space tourism. Available at: www.esa.int/esapub/bulletin/bulletin135/bul135c_galvez.pdf (accessed 3 February 2023).
Taylor A.(2021). How the collapse of the Soviet Union aided the birth of space Tourism [Internet]. Washington, DC: Washington Post; 2021 Jul 20. Available at: https://www.washingtonpost.com/world/2021/07/20/spacetourists-russia-soviet/ (accessed 3 February 2023)
Harwood W. (2021). Richard Branson and virgin galactic complete successful space flight [Internet]. New York: CBS News; 2021 Jul 12. Available at: https://www.cbsnews.com/news/richard-branson-virgingalactic-space-launch/ (accessed 3 February 2023)
Neuman S. (2021). Jeff Bezos and Blue Origin travel deeper into space than Richard Branson [Internet]. Washington, DC : NPR; 2021 Jul 20. Available at: https://www.npr.org/2021/07/20/1017945718/jeff-bezosand-blue-origin-will-try-to-travel-deeper-into-space-than-richard-bra (accessed 3 February 2023)
Deliso M. (2021). NASA-SpaceX mission crew splash down in Gulf of Mexico, return home from International Space Station. Available at: https://abcnews.go.com/Technology/historic-nasa-spacex-mission-begins-journey-home-international/story?id=77440747 (accessed 3 February 2023)
NASA, Commercial Crew Program Essentials. Available at: https://www.nasa.gov/content/commercial-crew-program-the-essentials/ (accessed 3 February 2023)
NASA, Commercial Orbital Transportation Services Overview. Available at: https://www.nasa.gov/pdf/636362main_FS-2012-04-014B-JSC%20COTS1-pager.pdf (accessed 3 February 2023)
Cater, C., Garrod, B., & Low, T. (2015). The Encyclopedia of Sustainable Tourism. CABI. Available at: https://books.google.com.tr/books?id=txbGCgAAQBAJ (accessed 3 February 2023)
Weibel, D. L. (2020). Space Tourism: The Elusive Dream. Journal of Tourism and Cultural Change, 18(6). P. 743–746. https://doi.org/10.1080/14766825.2020.1777644
Toivonen, A. (2020). Sustainable Space Tourism: An Introduction. Channel View Publication. Available at: https://books.google.com.tr/books?id=mSkGEAAAQBAJ (accessed 3 February 2023)
O'Callaghan J. (2019). Blue Origin Launches New Shepard Rocket For 11th Time As It Prepares For Human Flights This Yea. Available at: https://www.forbes.com/sites/jonathanocallaghan/2019/05/02/blue-origin-launches-new-shepard-rocket-for-11th-time-as-it-prepares-for-human-flights-this-year/#6ed32bdd741f (accessed 3 February 2023)
Kasaboski D (2020). Supply, not the sky, is the limit for space tourism. Available at: https://www.nsr.com/supply-not-the-sky-is-the-limit-for-space-tourism/ (accessed 3 February 2023)
New space economy (2022). Market Analysis, Forecasts, Trends, Information and News. Space tourism market analysis. Available at: https://newspaceeconomy.ca/2022/02/08/space-tourism-market-analysis/ (accessed 3 February 2023)
Foust J. (2021). Space Perspective performs first balloon test flight, begins ticket sales. Available at: https://spacenews.com/space-perspective-performs-first-balloon-test-flight-begins-ticket-sales/ (accessed 3 February 2023)
Mann A. (2020). The Apollo Program: How NASA sent astronauts to the moon. Available at: https://www.space.com/apollo-program-overview.html (accessed 3 February 2023)
Wall M. (2021). NASA will spend $93 billion on Artemis moon program by 2025, report estimates. Available at: https://www.space.com/nasa-artemis-moon-program-93-billion-2025 (accessed 3 February 2023)
Jonson A. (2022). Back to the Moon. Startups Helping NASA with the New Artemis Mission. Available at: https://forbes.ua/innovations/nazad-na-misyats-startapi-yaki-dopomagayut-nasa-iz-novoyu-misieyu-artemida-30082022-8005 (accessed 3 February 2023)
Nalyvaiko M. (2017). Space Tourism as a New Type of Active Recreation. Available at: https://www.ukrinform.ua/rubric-tourism/2205717-kosmicnij-turizm-ak-novij-vid-aktivnogo-vidpocinku.html 2017 (accessed 3 February 2023)
Businesswire (2021). Global Space Tourism Market Trajectory Report 2020-2027: Suborbital Tourism is Projected to Account for $1.5 Billion of the Total $1.7 Billion. Available at: https://www.businesswire.com/news/home/20210129005293/en/Global-Space-Tourism-Market-Trajectory-Report-2020-2027-Suborbital-Tourism-is-Projected-to-Account-for-1.5-Billion-of-the-Total-1.7-Billion-Market---ResearchAndMarkets.com (accessed 3 February 2023)
