Chapter 12. Features of the mechanism of functioning of the tourism market

§ 1. Price and pricing

Modern economic theory considers the price as a result of the functional interaction of a complex of pricing factors. In conditions of perfect competition, i.e., when many small firms produce homogeneous products under favorable conditions for entering and exiting the market and equal access to all types of information (this is how the market structure of the modern tourist market in Russia can be described), the price is set in the market. This price is called at the cost of balance.

The demand curve shows that consumer demand for tourism services increases as their price decreases. Producers, on the other hand, increase supply as prices rise. The point of intersection of the curves on the chart means that supply and demand are balanced, and the price is an exponent of this balance.

The equilibrium price is, on the one hand, marginal utility and, on the other hand, marginal cost. The essence of the price is expressed in the following functions:

Distribution;
- stimulating;
- orientation functions.

Content distributive function prices is manifested in the fact that the gross domestic product created with the help of prices and the income of economic entities are redistributed between enterprises and sectors of the national economic complex. Stimulating function prices finds its explanation in the following: prices contribute economically to the production and consumption of some goods and restrain the consumption and production of others, they also stimulate the use of new goods and materials and the improvement of product quality. Orientation function means that the price provides the buyer of the goods and its seller with the necessary information.

Pricing in the service sector and in tourism in particular has a number of features:

1 Tourism services are final products intended for direct consumption, so service prices are retail prices.
2. The stability of demand for tourist services depends on the individual characteristics of a person, therefore, when setting prices for them, the following psychological moment should be taken into account: the price should not cause negative emotions among potential buyers.
3. The processes of production, sale and consumption of services coincide in time, therefore, seasonal differentiation of prices and tariffs is applied in the service sector; Demand for tourism services has a pronounced seasonal character.
4. Tourist services are sold both in the domestic and global markets, therefore, when assessing quality and standardization, international requirements are taken into account, since prices for foreign tourists are usually higher than for domestic ones and are set in a freely convertible currency .
5. Prices for tourist services should include consumer values ​​that do not take a direct commodity form (for example, national parks, historical monuments) or are not products of labor, but are created by nature (mountains, waterfalls).

The price of tourist services has two limits: lower and upper. The lower limit is the cost of the goods produced (tourist package), and the upper limit is determined by the demand for this product. Consequently, the value of the price of a tourist product is determined by its cost and the demand for this product. In addition, a number of factors influence the price of a tourist product: the class of service, the vehicle used, the form of service (group or individual), the market conditions for travel services, the seasonality of the provision of services, the effectiveness of advertising, etc.

The structure of the price of a tourist product is shown in fig. 3.11.

Rice. 3.11. Tourist product price structure

When developing prices for a tourist product (for example, hotel accommodation), the following types of commissions to intermediaries are taken into account: commission for wholesalers - tour operators who develop programs and implement them independently or through intermediaries; retail commission for travel agents who resell programs of tour operators or book hotel rooms themselves; commission for other organizations that act as intermediaries between the travel agent, the tourist and the hotel.

The price of a tourist product is determined by the standard calculation method and includes the costs of people accompanying the group along the route. Thus, the cost of a tourist voucher is determined by the formula

where C is the price of a tour package per tourist in rubles;
I - the cost of services included in the tour operator's tour package;
H - indirect taxes (VAT) for certain types of services;
P - profit of the tour operator in rubles;
C - discount provided by the tour operator to a tourist with certain types services included in the tour package;
K - commission fee of the travel agent selling the tour package (surcharge to the price of the tour package or discount from the price of the tour operator in favor of the travel agent);
T - the number of tourists in the group;
E - the number of accompanying the group (escort).

In addition to the above features of pricing in tourism, the following should be remembered:

Prices for certain types of tourism services are not included in the cost of the tour package (for example, excursions); tourists order and pay for them additionally in accordance with their tastes and interests;
- for a group tour, the price of the tour per person depends on the number of tourists in the group: the larger the group, the lower the cost of the tour per person;
- the price of the tour depends on the age composition of tourists, as children and schoolchildren are provided with significant discounts from the price of many tourism services;
- the profit included in the price of the tourist product is set by the travel agency as a percentage of the cost of expenses (the percentage depends on the demand for this tourist product and can range from 5 to 100% or more).

The calculation of the price of a tourist product is based on the standard cost of services. Calculation is the determination of the cost of one unit of services or goods.

Example. Let's calculate the cost of a tour to Turkey (Anta-lya) offered by the tour operator "Academservice" for a group of 40 people.

1. General conditions.

Terms: 15 days - 14 nights in July.
The number of tourists in the group, including the accompanying person, is 40 people.
Meals - half board (breakfast and dinner).
Accommodation - double rooms with all amenities in a resort hotel.
Transport - flight by regular flight "Aeroflot" (IL-86).
Transfer: airport - hotel - airport by bus "Mercedes".

2. Estimated expenses of the travel agency for sending tourists.

Flight - $175 x 40 people = $7000.
Accommodation - hotel "Sun Zeynep", including meals (half board): $35 x 14 nights x 40 people = $19,600.
Total: $26600.

3. Company services (booking hotel rooms and air tickets, group escort) - 10% of the cost:
($19,600 + $7,000) x 10% = $26,600 x 10% = $2,660.

4. Profit of the company - 10% of the cost - $ 2660.

5 Total cost of the tour for the whole group: $26600 + $2660 + + $2660 = $31920.

6. The cost of the tour for 1 person (the cost of an accompanying person from the company is divided by the total number of tourists in the group, i.e. for 39 people):
$31920: 39 = $818,5.

The above example shows that the share of the sending travel company accounts for only 16.7% of the total cost of the tour:
($2660 + $2660) / $31920 x 100% = 16.7%.

It should be borne in mind that the price must be flexible, i.e., have maneuverability and dynamism. Thus, in the current conditions, many travel companies were forced to reduce the profit margin in the prices of tourist vouchers in order to attract tourists 1 .

§ 2. Organization of financial relations

The development of financial relations and the organization of the financial mechanism have a significant impact on the functioning of the economic mechanism in tourism, as in any other industry.

financial relations are relationships that arise from cash flow, i.e., with the circulation of money flowing continuously in time.

Finances perform three main functions that determine their essence: the formation of monetary funds, i.e., income (capital); use of funds; control function. The first two functions are related to the formation and use of capital.

Capital This is money meant to make a profit. Source of capital - income from entrepreneurial activity, which are formed into cash funds and cash.

cash funds represent a separate part of money, having a special purpose and relative independence of functioning. Cash This is money that you can use as you please.

The criterion for attributing financial relations to the first or second function (formation or use) is the movement of value - either one-sided in monetary form, or two-sided, mediated by the acts of exchange "money - goods" and "commodity - money". The control function of finance is to create and use a system of financial control over the observance of cost proportions in the process of formation and spending of funds and cash. Financial control arises due to the fact that financial relations can be planned and regulated, since there are specific subjects of financial relations, norms, standards and purposes of use financial resources, volumes and terms of financial transactions, legal conditions established by law.

The essence and functions of finance are common to all industries, and features, including in tourism, are manifested in the specificity of the organization of financial relations and the functioning of the financial mechanism.

The finances of a travel company are the finances of an economic entity. The tasks of the travel agency include the formation of monetary funds and their use in order to carry out their production, service and financial activities, make a profit, ensure financial stability. In the course of the production and service process, numerous financial relations arise: a travel agent with a tour operator, a travel agent with another travel agent, travel agencies with housing and communal services to pay rent and utilities, travel agencies with their employees, travel agencies with the banking system, travel agencies with a budget and off-budget funds, with the tax service and many others.

In tourism, all of the above relations have their own characteristics. Let's consider them in more detail.

1. Tourism is characterized by a special circuit of circulation working capital. It is due to the fact that the object of tourism is a person (tourist), whose demand depends on his tastes and interests; as well as the fact that in tourism the processes of production, sale and organization of consumption of a tourist product are combined into a single production and service process. The circulation of funds in tourism can be represented by a diagram

where D is the funds advanced by the travel agency for the creation of a tourist product;
T - tangible and intangible tourism services and goods for tourism and souvenir purposes;
D 1 - funds received from the sale of services, goods, tourist experiences (include value added);
B - tourist impressions.

This scheme shows that the tourist pays money for what impresses him, what he sees. The company itself does not take part in the creation of tourist display objects, but they bring the company cash income. Change or disappearance of objects of tourist interest leads to a sharp slowdown in turnover Money and decrease in revenues to the travel company.

2. The peculiarity of the circulation of working capital in tourism affects the speed of their turnover. The turnover of working capital - the duration of the passage of working capital of a separate stage of the production of circulation. The turnover ratio of working capital characterizes the amount of proceeds from the sale of products per ruble of working capital and is defined as the ratio of the amount of proceeds to the average balance of working capital. This is the return on assets. The coefficient shows the number of turnovers of working capital for the reporting period.

It is also important to take into account the utilization factor of funds in circulation, which is the reciprocal of the turnover ratio. It shows the costs of working capital to obtain one ruble of a sold tourist product.

The conducted studies show that, on average, the turnover of working capital in tourism is higher than in a factory or a store selling industrial goods, but lower than in food stores and bases.

3. Travel agencies are characterized by a special composition and structure of financial resources. This composition is determined by the presence of travel agents and tour operators in the tourism market. In table. 3.2. the approximate structure of financial resources, typical for a number of tourist firms that do not have hotels, is given.

Table 3.2.

The structure of financial resources of travel companies that do not have hotels, %

Introduction

According to the above concept strategic goal development of the Irkutsk region is to create a comfortable living environment and improve the quality of life of the local population, which can be achieved by developing a tourist and recreational complex in the third priority development zone (in the territories adjacent to Lake Baikal) and by implementing a project of a special economic zone of a tourist and recreational type in Irkutsk region.

The tourist and recreational potential of the Irkutsk region is formed by the following factors: convenient geographical location, natural resource potential, rich historical and cultural heritage, developed tourist infrastructure, many years of experience in receiving tourists in the Irkutsk region and the availability of a human resources base.

Basically, the entire tourist infrastructure is located in the territories adjacent to Lake Baikal (Irkutsk, Slyudyansky, Olkhonsky districts of the Irkutsk region), as well as in the city of Irkutsk, the main transit tourist center, where the redistribution of tourist flows from West to East and back takes place.

Tourism in the Irkutsk region is one of the branches of the tertiary sector of the economy of this subject Russian Federation. In the Irkutsk region, such types of tourism are represented as educational tourism, health tourism, business tourism, active tourism.

The most famous natural attraction of the Irkutsk region is Lake Baikal. The southeastern and middle-eastern parts of the region go to Baikal, namely the Slyudyansky, Irkutsk and Olkhonsky regions. The aim of the work is to study modern market tourist services of the Irkutsk region.

Trends and development factors of the tourism market

Features of the functioning of the tourist market

The tourist market is a service market, since services are the main subject of exchange and account for 80% of total sales in developed tourist markets. Tourist service is a set of purposeful actions in the service sector that are focused on providing and satisfying the needs of a tourist or a sightseer that meet the goals of tourism, the nature and direction of a tourist service, tour, tourist product and do not contradict the universal principles of morality and good order. Tourism services have four characteristics that distinguish a service from a product:

1) intangibility;

2) the continuity of production and consumption;

3) variability;

4) inability to store.

However, along with the specific characteristics of services, tourism services also have distinctive features:

Identification of fairly well-defined tourist areas (for example, "sun - sea" - Cyprus, Bulgaria, Turkey; "rest - treatment" - Charles Bars, Essentuki; "sport" - Dombay, Czech Republic, Yugoslavia, Switzerland, etc.). d.);

The creation of a tourist package through the efforts of many organizations, each of which has its own methods of work, specific needs and different commercial purposes. Achieving success in the market is possible only if all participants tourist service develop and adhere to common goals;

Overcoming by the buyer of the distance separating him from the tourist service and the place of its consumption;

The dependence of tourism services on variables such as time and space. The seasonality factor is of great importance. The tourism organization's marketing activities will differ during the peak season and off-season. In the off-season, additional measures to stimulate demand are needed: low prices, various Additional services etc.;

significant impact on the quality of tourism services external factors having a force majeure character, i.e. independent of the will and actions of the seller and the buyer: weather, natural conditions, politics, international events, etc.

When identifying the features of the tourism market, an important place should be given not only to the category of "tourist offer" and the consideration of the concept of "tourist service", but also to the concept of "tourist demand", in the concept of which the priority is given to the consumer, whose needs and desires tourist organizations intend to satisfy.

The complexity of the functioning of tourism industry organizations lies in the fact that the quality assessment tourism services consumer is quite subjective and depends on various factors:

General economic;

Cultural and socio-psychological character;

Socio-demographic;

Personal behavioral.

A significant impact on the demand in the field of tourist services is exerted by such changes in the public psychology of consumption as awareness, level of education; high demands on comfort and quality of services; individuality; ecologization of consumer thinking; mobility; physical and mental activity on vacation; the desire to receive a kaleidoscope of impressions from life.

The combination of all these factors determines the emergence and nature of the behavioral characteristics of consumers of tourist services, which can be expressed by indicators such as:

The frequency of tourism (the number of tourist trips made during the study period, per capita);

Destination preferences;

The most preferred form of tour organization, hotel category;

Tourist perceptions of price hotel service, tour;

Ideas about trademark tourist organization;

Communicative behavior of the tourist;

The role of external stimuli in the process of making a decision about the place of residence (choosing a hotel) and buying a tour, etc.

The choice by a tourism organization of the most effective means of attracting consumers to a tourism product is impossible without a clear study of the very process of making a decision on the purchase of a tourism product by a potential tourist. The consumer's decision to purchase a tourism product involves evaluating and selecting a single tourism product from an alternative range, and selecting an appropriate set of different services offered by tourism industry organizations.

Taking into account such complex factors by a tourist organization affects the improvement of its image, speaks of high professionalism. Therefore, the attitude to consumer motivation, taking into account possible travel barriers becomes essential in the struggle for the client and leads to further diversification of tourism and personalization of consumer requests, the creation of tourism services with a distinctive quality, novelty and image.

Ultimately, those tourist organizations that fully take into account the peculiarities of consumer perception of services and make every possible use of marketing technologies to influence this process receive a competitive advantage.

The modern tourist market performs the following specific functions:

Cost realization function and use value included in the tourism product. This means the movement of value, which is reflected in the means of the interchange of money and the tourist product. As a result, the normal course of social reproduction is ensured, funds appear and accumulate for the development of tourism. Sites for Artists to Submit Paintings: Help for Aspiring Artists bemypaint.com. . Ivan tea or fireweed angustifolia. Fireweed angustifolium Ivan tea buy www.paradizzz.ru.

The function of organizing the process of bringing the tourist product to the consumer (tourist). It is implemented through a network of travel agents and tour operators. A tourist, having spent money on a tourist product, satisfies his needs for material and spiritual benefits. Consequently, the tourism market is conducive to cost recovery work force and reproduction of the main productive force of society.

The function of economic provision of material incentives to work. It lies in the fact that in the process of the interchange of money and the tourist product in the distribution market (as a necessary phase of reproduction) appears in its final form.

The tourist market has its own specific features:

Tourism services are intangible. Of great importance is the reliability of the product, guarantees of the promised level and quality, as well as comprehensive information about the consumer properties of the tour. The credibility of the company on the part of the client and its stability in the market depend on this.

When implementing a tourist product, there is a gap in time between the acquisition of the product and its consumption, therefore, the clarity and reliability of the channels for promoting the tourist product and the responsibility of the company selling the product are important.

Tourist demand is influenced by seasonal fluctuations and the unevenness of the tourist flow. The reduction of these negative phenomena is possible by differentiating prices for service items according to the season, as well as by reducing the capacity of tourist transportation.

The quality of the product is more dependent on specific performers, so the management in nutria tourist enterprise must be constantly developed.

In the tourist market there is a territorial disunity between the consumer and the producer, so it is important to establish operational links with remote partners.

Like all other markets, the tourist market functions in accordance with the law of supply and demand.

Tourist demand is the tourist needs of the population confirmed by solvency, expressed in a certain amount of a tourist product that it can purchase at existing prices.

Demand for a tourism product backed by cash primarily reflects the level of economic and social development this country. In addition, consumer demand is influenced by the following factors:

Demographic;

Geographical and climatic conditions;

Political and economic stability of the state;

Psychological factors, other accidental influences.

The change in demand for a tourism product is called elasticity. It depends on the type of tourism product and the social stratum to which consumers belong.

In accordance with the demand in the market, there is a proposal in tourism - a diverse number of services that a tourist needs during his vacation and travel. The offer of a tourist product is determined by the presence of product manufacturers, the level of development of the tourism industry, and the volume of tourism resources.

There is a close relationship between supply and demand: demand not only generates attitudes, but supply also influences demand in a certain way.

In the tourist market, the tourist's money is exchanged for services. With a balanced exchange, on the one hand, the interests of the producer of the tourist product and its consumer are satisfied, and on the other hand, conditions are created for the progressive development of the tourism industry.

The tourist market is characterized by such indicators as capacity, the level of balance between supply and demand, the conditions for the implementation of the tourist product.

The capacity of the tourism market is the ability to sell a certain volume of a tourism product at existing prices and supply. Depending on the price level, the need for a tourist product may decrease or, conversely, increase.

In the tourist market, there is a constant movement of money flows and a tourist product that move towards each other, thereby creating a tourist circuit.

INTRODUCTION

In the conditions of market relations, an organization (enterprise) objectively becomes the main link in the economy. The fact is that it is at this level that the products needed by society are produced and services are provided. Jobs are created here, employment of the population is provided, wage. Issues are dealt with here effective use resources, application of equipment and technology.

By paying federal and local taxes, organizations contribute to the formation of budgets at various levels, to the maintenance government agencies, in the implementation of state programs, the development of education, health, culture.

Ensuring highly efficient operation of an organization (enterprise) requires deep economic knowledge. In conditions market economy successful work only the one who most competently determines the demands of the market, creates and organizes efficient production products that are in demand, ensures the profitable operation of the organization. Only a specialist who is well versed in the economics of the enterprise can organize such work.

By participation in the creation of the total social product and national income social production It is subdivided into two large areas: material production and non-production sphere.

To material production include industry, agriculture and forestry, freight transport, communications (serving material production), construction, trade, catering, information and computing services and other activities in the sphere of material production.

To non-productive sphere include housing and communal services, passenger transport, communications (serving organizations of the non-productive sphere and the population), healthcare, Physical Culture and social security, public education, culture and art, science and scientific services, lending and insurance, the activities of the administrative apparatus.

In turn, each of the sectors of the economy is divided into industries.

Industry is a set of enterprises and organizations characterized by a common product, production technology, fixed assets, vocational training working and satisfied needs.

tourist market

Features of the functioning of the tourism market

Organization formation competitive advantage impossible without knowledge of the characteristics of the market in which it operates. The tourist market is a market for services, since services are the main subject of exchange and account for 80% of total sales in developed tourist markets. Tourist service is a set of purposeful actions in the service sector that are focused on providing and satisfying the needs of a tourist or a sightseer that meet the goals of tourism, the nature and direction of a tourist service, tour, tourist product and do not contradict the universal principles of morality and good order. Tourist services have four characteristics that distinguish a service from a product: 1) intangibility; 2) the continuity of production and consumption; 3) variability; 4) inability to store. However, along with the specific characteristics of services, tourism services also have distinctive features:

the allocation of fairly well-defined tourist areas (for example, "sun - sea" - Cyprus, Bulgaria, Turkey; "rest - treatment" - Karlovy Vary, Essentuki; "sport" - Dombay, Czech Republic, Yugoslavia, Switzerland, etc. .d.);

the creation of a tourist package by the efforts of many organizations, each of which has its own methods of work, specific needs and different commercial goals. Achieving success in the market is possible only if all participants in the tourism service develop and adhere to common goals;

overcoming by the buyer of the distance separating him from the tourist service and the place of its consumption;

the dependence of the tourist service on such variables as time and space. The seasonality factor is of great importance. The tourism organization's marketing activities will differ during the peak season and off-season. In the off-season, additional services are needed, etc.;

a significant impact on the quality of tourist services is exerted by external factors of a force majeure nature, i.e. independent of the will and actions of the seller and the buyer: weather, natural conditions, politics, international events, etc.

These specific features inherent in tourist services are reflected in the activities of organizations in the tourism industry.

When identifying the features of the tourism market, an important place should be given not only to the category of "tourist offer" and the consideration of the concept of "tourist service", but also to the concept of "tourist demand", in the concept of which the priority is given to the consumer, whose needs and desires tourist organizations intend to satisfy.

The complexity of the functioning of organizations in the tourism industry lies in the fact that the assessment of the quality of tourist services by the consumer is quite subjective and depends on various factors: general economic; cultural and socio-psychological character; socio-demographic; personal-behavioral. A significant impact on the demand in the field of tourist services is exerted by such changes in the public psychology of consumption as awareness, level of education; high demands on comfort and quality of services; individuality; ecologization of consumer thinking; mobility; physical and mental activity on vacation; the desire to receive a kaleidoscope of impressions from life.

The combination of all these factors determines the emergence and nature of the behavioral characteristics of consumers of tourist services, which can be expressed by indicators such as:

* frequency of tourism (the number of tourist trips made during the study period, per capita);

*preferences in choosing a destination;

*the most preferred form of tour organization, hotel category;

*representations of the tourist about. the price of a hotel service, tour;

*representations about the trade mark of the tourist organization;

* communicative behavior of the tourist;

*the role of external stimuli in the process of making a decision about the place of residence (choosing a hotel) and buying a tour, etc.

The choice by a tourism organization of the most effective means of attracting consumers to a tourism product is impossible without a clear study of the very process of making a decision on the purchase of a tourism product by a potential tourist.

The consumer's decision to purchase a tourism product involves evaluating and selecting a single tourism product from an alternative range and selecting an appropriate set of different services offered by organizations in the tourism industry.

The process of buying a particular tourist product begins long before the act of sale is made. Decision making by the consumer is influenced by a number of factors, it solves problems of various scale and complexity, but has a stable structure, including the following stages.

1. Awareness of the need for travel, the formation of the purpose of the trip.

2. Search for information. The consumer turns to sources: personal (family, friends, acquaintances), the media, etc. As a result of the collection of information, awareness of the manufacturers available on the tourism market and the tourism services they provide is increased. The consumer uses the information to compile a set of alternatives.

3. Pre-purchase evaluation of alternatives. The consumer evaluates the options by considering the tourist offer as a certain set of properties (for example, in terms of accommodation for a tourist, location, category, cost, service, specialization, affiliation with a well-known brand and other characteristics may be important). Each consumer identifies his own, different from others, priority characteristics, based on personal needs and motives.

4. Purchase and consumption. The option rating leads to a ranking of the items in the selection set, forming the intention to purchase the most preferred option, taking into account family income, the cost of the tour and the benefits of purchasing it. Two factors can influence the final purchasing decision:

a) the attitude of other people to the chosen direction of travel;

b) attitude to the reputation of the tourist organization that sells the tourist product.

Consumption in the tourism industry is usually delayed for some time. Traditionally, consumption has been of little interest to the seller, who is primarily focused on the purchase, but in the face of growing competition, tourism organizations are reorienting towards the satisfaction and retention of consumers.

5. Post-purchase evaluation of alternatives, i.e. assessment of the degree of satisfaction from the experience of consumption. The consumer receives or does not receive satisfaction from the purchased tour product, the degree of which is measured by the relationship between expectations and specifically perceived properties of the tour product. Expectations are formed on the basis of information received by the consumer from the staff of the tourism organization, friends and from other sources. If the characteristics of the tourist product are overestimated, the consumer may have too high requirements, which are likely to turn into disappointment. The greater the gap between the expected and actual properties of the tourist product, the more acute the customer's dissatisfaction. The degree of customer satisfaction is reflected in the growth of the client's sense of trust in a particular tourism organization, the formation of a circle of regular customers of the organization and positively affects the creation of a positive image of the tourism organization. Chudnovsky A.D., Zhukova M.A., Senin V.S. Tourism Management / tutorial, 2007 Page 10-15.

graduate work

1.1. Features of the functioning of the tourist market

The formation of competitive advantages for an organization is impossible without knowledge of the characteristics of the market in which it operates. The tourism market is a market for services, since services are the main subject of exchange and account for 80% of total sales in developed tourism markets. Tourist service is a set of purposeful actions in the service sector that are focused on providing and satisfying the needs of a tourist or a sightseer that meet the goals of tourism, the nature and direction of a tourist service, tour, tourist product and do not contradict the universal principles of morality and good order. Tourist services have four characteristics that distinguish a service from a product: 1) intangibility; 2) the continuity of production and consumption; 3) variability; 4) inability to store. However, along with the specific characteristics of services, tourism services also have distinctive features:

the allocation of fairly well-defined tourist areas (for example, "sun - sea" - Cyprus, Bulgaria, Turkey; "rest - treatment" - Charles Bars, Essentuki; "sport" - Dombay, Czech Republic, Yugoslavia, Switzerland, etc.). d.);

the creation of a tourist package by the efforts of many organizations, each of which has its own methods of work, specific needs and different commercial goals. Achieving success in the market is possible only if all participants in the tourism service develop and adhere to common goals;

overcoming by the buyer of the distance separating him from the tourist service and the place of its consumption;

§ the dependence of the tourist service on variables such as time and space. The seasonality factor is of great importance. The tourism organization's marketing activities will differ during the peak season and off-season. In the off-season, additional measures to stimulate demand are needed: low prices, various additional services;

¦ a significant impact on the quality of tourism services is provided by external factors of a force majeure nature, i.e. independent of the will and actions of the seller and the buyer: weather, natural conditions, politics, international events. .

These specific features inherent in tourism services are also reflected in the activities of organizations in the tourism industry (Appendix 1).

When identifying the features of the tourism market, an important place should be given not only to the category of "tourist offer" and the consideration of the concept of "tourist service", but also to the concept of "tourist demand", in the concept of which the priority is given to the consumer, whose needs and desires are supposed to be satisfied by tourism organizations.

The complexity of the functioning of organizations in the tourism industry lies in the fact that the assessment of the quality of tourist services by the consumer is quite subjective and depends on various factors: general economic; cultural and socio-psychological character; socio-demographic; personal-behavioral. A significant impact on the demand in the field of tourist services is exerted by such changes in the public psychology of consumption as awareness, level of education; high demands on comfort and quality of services; individuality; ecologization of consumer thinking; mobility; physical and mental activity on vacation; the desire to receive a kaleidoscope of impressions from life. The combination of all these factors determines the emergence and nature of the behavioral characteristics of consumers of tourism services, which can be expressed by indicators such as:

the frequency of tourism (the number of tourist trips made during the study period, per capita);

preferences in choosing a destination;

the most preferred form of tour organization, hotel category;

tourist's ideas about the price of a hotel service, tour;

perceptions of the trade mark of the tourist organization;

communicative behavior of the tourist;

the role of external stimuli in the process of making a decision about the place of residence (choosing a hotel) and buying a tour.

The choice by a tourism organization of the most effective means of attracting consumers to a tourism product is impossible without a clear study of the very process of making a decision on the purchase of a tourism product by a potential tourist. The consumer's decision to purchase a tourism product involves evaluating and selecting a single tourism product from an alternative range and selecting an appropriate set of different services offered by organizations in the tourism industry.

The process of buying a particular tourist product begins long before the act of sale is made. Decision making by the consumer is influenced by a number of factors, it solves problems of various scale and complexity, but has a stable structure, including the following stages.

1. Awareness of the need for travel, the formation of the purpose of the trip.

2. Search for information.

3. Pre-purchase evaluation of alternatives. The buyer evaluates the options, considering the tourist offer as a certain set of properties. Each consumer identifies his own, different from others, priority characteristics, based on personal needs and motives.

4. Purchase and consumption.

The final decision on the purchase can be influenced by 2 factors, this is the attitude of other people to the chosen direction of travel, the attitude to the reputation of the tourist organization that sells the tourist product (Table 1.1.)

"right">Table 1.1. "right">Priorities of consumer choice of travel companies when making a purchase

Consumption in the tourism industry is usually delayed for some time. Traditionally, consumption has been of little interest to the seller, who is primarily focused on the purchase, but in the face of growing competition, tourism organizations are reorienting towards the satisfaction and retention of consumers.

5. Post-purchase evaluation of alternatives, i.e. assessment of the degree of satisfaction from the experience of consumption.

The consumer receives or does not receive satisfaction from the purchased tourism product, the degree of which is measured by the relationship between expectations and specifically perceived properties of the tourism product. Expectations are formed on the basis of information received by the consumer from the staff of the tourism organization, friends and from other sources. If the characteristics of the tourism product are exaggerated, the consumer may have too high requirements, which are likely to result in disappointment. The greater the gap between the expected and actual properties of the tourism product, the more acute the dissatisfaction of the client. The degree of customer satisfaction is reflected in the growth of the client's sense of trust in a particular tourism organization, the formation of a circle of regular customers of the organization and positively affects the creation of a positive image of the tourism organization.

At the heart of a tourist's choice of a particular tourist service is his motivation, which is one of the most important factors in making a decision about travel. Consumer motivation is an invisible, implicit internal force that stimulates and induces a behavioral response and provides a specific direction for this response.

A person's motives to a certain extent shape his behavior as a buyer and consumer of goods and services, especially in the tourism industry. There is no such service that can be sold on the market if it is not produced in accordance with consumer demand. The targeting of a tourist service is the key to its sale. Understanding the motives of a potential tourist is of great importance in planning, shaping and organizing the process of implementing a tourist service. This makes it possible to produce and offer to the market such a tourist service that best meets consumer expectations.

Identification, knowledge and use of tourism motives should be the most important strategy for organizing the tourism industry, focused on identifying market needs and creating such types of tourism products that reflect the requirements of certain market segments. Tourism motives, as a determining component of demand, should be the basis for the activities of tourism organizations with the expectation that the tourism service produced will be able to meet tourism demand. At the same time, a two-pronged and complementary approach is important: on the one hand, a thorough, comprehensive study and use of consumer motives, production orientation towards them, targeting of tourist services; on the other hand, an active influence on existing motives, their formation.

It is extremely difficult to satisfy the needs for tourist services and the needs of all consumers without exception, since each of them has certain differences in tastes and preferences. However, tourists (consumers) can be grouped according to some criteria, which is called segmentation. People in these groups - market segments - react approximately the same way to the activities of the tourist organization-seller.

There are no exact rules for segmentation - each tourism organization, depending on the tourism services produced and other circumstances, develops its own strategy. However, it is important for tourism organizations, by highlighting market segments, to identify among consumers those groups of customers that differ significantly in their needs and attitudes in relation to the services of the tourism industry and, therefore, have different behaviors in the process of acquiring tourism services. When segmenting the consumers of the tourism market, it is advisable to take into account a number of features inherent in the tourism industry:

different persons often act as a direct consumer of services and a buyer (customer) (for example, booking rooms for their employees by a company);

the decision to purchase tourist services may vary depending on the purpose of the trip, the availability of free time, the duration and frequency of the holiday;

the general interest of group travel in some cases differs from the needs and desires of each individual (member of the group);

the motivation of tourists differs depending on the time when the decision to purchase and book a tour is made (for example, the motives for traveling are different for tourists who have bought tours in advance and those who have purchased "last minute trips").

The meaning of market segmentation is that the tourist organization does not scatter its efforts, but concentrates them on the most promising segment for it. Specialists distinguish three main groups of criteria (geographical, socio-demographic and psychological-behavioral), on the basis of which tourist organizations conduct consumer segmentation.

Despite the segmentation presented in sufficient detail, of course, it covers only the main segments of tourist demand. Segmentation of tourist demand tends to infinity, which is caused by such factors as the complexity of the structure of human needs, as well as the growing importance of recreation and tourism in society.

Currently, there are over 300 types and subspecies of travel in the world, which are constantly supplemented by new varieties that can satisfy the most diverse desires of people.

As a rule, segmentation of the tourism market is carried out not according to one, but according to several criteria, which makes it possible to more accurately take into account the various needs and motives of consumers when creating a new tourist service. When choosing a tourist service, the consumer is guided by a whole range of motives, of which only a few are of significant importance. These motives are combined into multicomponent complexes of sensations and desires, which greatly enhance their influence on the mechanism and result of the consumer's final decision. Thus, a tourist can make a decision to purchase a tourist service corresponding to several motivational outcomes at the same time.

When creating and implementing a service travel companies should take into account the ratio of the main and secondary motives of travel, which determine the choice of the tourist. This will allow the tourism organization to effectively build a system for planning, developing and implementing tourism services. Experts classify motivational outcomes as follows:

One prevailing motivational outcome, and several secondary or expected outcomes, the choice of which can be made under the appropriate circumstances during the trip;

The main motivational outcome and several well-defined collateral outcomes.

Thus, the organizations of the tourism industry are faced with the task of offering consumers such a tourist service that would take into account the motives of tourists as much as possible and be unique in its kind. This can be achieved by developing a tourism service taking into account individual features consumers and meet their key needs.

The problem of the effective impact of tourism organizations on increasing the attractiveness of their work in the eyes of the client is to overcome various fears and concerns of clients from the upcoming trip and, as a result, increase the degree of consumer satisfaction. This is impossible without taking into account by tourist organizations the psychological obstacles that travelers face both consciously and subconsciously.

Experts identify six types of barriers, each of which characterizes the psychological obstacles that tourists face:

the physical barrier is characterized by concerns about climate adaptation, poor health, weather intolerance, and travel sickness;

a psycho-emotional barrier arises due to fear of nervous tension, emotional disorders, stressful situations, mental discomfort associated with concerns about living conditions, service, and a number of other factors;

psychological barrier is formed on the basis of negative information received from official sources and the media, as well as unflattering reviews of people who have visited the country;

¦ a communication barrier arises due to ignorance of the language, inability to use local means of transportation and fear of an unfavorable crime situation in the host country;

the economic barrier is characterized by fears in connection with the upcoming financial costs, a possible lack of money on a trip, high cost or elementary deception;

a cultural barrier is formed due to ignorance or intolerance of the national and cultural characteristics of the host country.

Experts identify two important indicators directly related to the problem of the impact of barriers on the psychology of a tourist: on the one hand, this is the length of stay in the country, on the other, the degree of emotional impact from being in an unfamiliar environment. The interaction of these indicators determines in some way the boundaries and the degree of impact that arose as a result of a collision with the culture of the people of a foreign country.

It is advisable to single out the following degrees of "culture shock":

psychological shock resulting from an attempt to adapt to a new and unfamiliar culture;

the emergence of a feeling of confusion and insecurity due to temporary isolation from friends and relatives;

the emergence of a sense of immunity to a foreign culture, including the way of life of the population of the country visited;

the emergence of a feeling of weakness and impotence due to the impossibility of perceiving a new environment stay.

The tourist's perception of a foreign country and its culture can be divided into five stages:

first contact (admiration, a state of pleasant excitement, elation);

recession (appearance of tension in communication with the local population, embarrassment and confusion, depression and alienation from elements of a foreign culture);

secondary perception (better acquaintance with the culture of a foreign country, its inhabitants, social problems);

some autonomy (however, with less sensitivity compared to the second stage);

an even attitude towards a foreign culture (but maintaining awareness of the difference in cultures).

These five stages of perception of a foreign culture by a tourist can be represented as a hyperbole (from a state of admiration to depression (peak) and again to a state of admiration, but at a different level of perception).

The time interval during the transition from one degree of psychological arousal to another depends on the individual characteristics of the person. However, studies show that even a short stay in another country can lead to depression and recession.

Since the reaction of a tourist to a foreign culture largely depends on his individual characteristics, when forming a route, it is necessary to take into account: how and why this route was chosen by the tourist (to relax from annoying everyday worries, to meet new interesting people etc.); the mental and physical state of a person before the trip, since in many respects the reaction of the individual to a foreign culture is related to the extent to which he was prepared for the trip, what mood and expectations he had from the trip.

The impact of a foreign country and its culture can affect the health of a tourist to a greater extent than climate change, lack of familiar food and sanitary conditions. Also, the mental state of the tourist is influenced by his contacts with the locals. The main barriers to free communication between a tourist and the local population include:

the language barrier. Often a tourist (especially those on vacation) hardly speaks, or even does not understand the language of the host country at all. But even if he knows the language of the host country quite tolerably, the language barrier still exists due to specific features national culture, influencing the language and language communication;

code of conduct. The rules of social behavior often differ in each country, and it is with them that the tourist first of all encounters. And since he first meets them, he does not try to adapt to them or change his views specifically for the duration of the stay;

differences in approach to resolving issues such as class positions and family relations;

In addition to general barriers, it is advisable for tourism organizations to take into account the characteristics of each tourist in their activities, namely: nationality, socio-economic status in society, age, gender, language, education and tourist experience (frequency of travel).

National sign. It is noted that the difference in the cultures of nationalities is inversely proportional to the adaptability to a new culture. Thus, tourism between the countries of North America and Western Europe is practically painless in terms of the impact on the mental state of the arrived foreigner, while tourists from the countries of the Far East are already less adapted, and from Africa and Latin America have an even lower degree of adaptability to the traditions of Western European countries.

Socio-economic position in society. This is an important indicator of the characteristics of a tourist (the lower it is, the lower the adaptability to changing conditions). However, some psychologists believe that there are no differences in the behavior of tourists depending on the socio-economic status.

Language. Even if the tourist knows the language, it is sometimes difficult to use it in the host country, because the language has different dialects, accents, slang, and accompanying gestures.

Age, gender and education. Young people, males, tourists with a higher level of education perceive the culture of the host country better. Women, as studies have shown, to a lesser extent than men, are adapted to the perception of a foreign culture.

Tourist experience. The more it is, the better tourist adapts to his new environment.

Accounting tourism organization such complex factors affect the improvement of its image, speaks of high professionalism. Therefore, the attitude to consumer motivation, taking into account possible travel barriers becomes essential in the struggle for the client and leads to further diversification of tourism and personalization of consumer requests, the creation of tourism services with a distinctive quality, novelty and image. Ultimately, those tourist organizations that fully take into account the peculiarities of consumer perception of services and make every possible use of marketing technologies to influence this process receive a competitive advantage.

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