Factors influencing the tourism market. Factors in the development of the hospitality and tourism industry
Tourism is one of the important sources of income for any state, which is why all developed countries of the world are trying to pay attention to its development. In addition, the degree of tourism development directly shows the degree of development of the country's economy. And you don't have to talk about the cultural and educational aspect of travel at all. In this article, we will consider what factors of tourism development exist, and the influence of which of them is more pronounced in Russia.
All factors are conventionally divided into two large groups:
- Static, that is, those whose value does not change over time. For example, natural-climatic and cultural-historical factors that together determine the recreational resource of the country.
- Dynamic, which include factors that tend to change. For example, material and technical, political, financial and economic and socio-demographic factors.
Natural and climatic factors attractive to tourists are the variety of landscapes, a large number of bays, bays and sea beaches and a number of other resources. Among the cultural and historical factors, tourists may be interested in monuments of architecture and history, highly developed spiritual and material culture, cultural ties and a variety of nationalities and confessions within the population.
Dynamic factors
The dynamic factors of tourism are mainly determined by the political situation in the country. Any crises are the consequences of an incorrectly constructed policy in the state. Separately, it is worth noting the policy in the country on the issue of tourism and interregional relations. It can vary widely from total intervention, with all tourism in the hands of the state, to small interventions that completely allow the private sector to compete in tourism.
Financial and economic factors include the economic situation in the state, the standard of living of the population, prices for consumer goods, financial security of tourism and economic stability in general.
Socio-demographic factors mean the age and employment of the population, the level of its education and culture, the number of single people and childless couples, and the level of urbanization.
Material and technical factors determine the possibility of creating a tourism industry, the availability of accommodation facilities, the development of transport, trade and public catering.
The main directions of tourism in Russia
All the factors that have been discussed above, influencing tourism, in one way or another played a role in the formation of the tourism industry in our country.
The tourism industry has gone through a series of stages of development that have led it from the first travels, which were made most often for educational, religious and political purposes, to the modern state, characterized by a developed network of travel agencies and related businesses that ensure the convenience and comfort of travel.
To date, certain, most attractive, tourist destinations have formed in our country. These include:
- rest on the coasts of the southern seas (resorts of the Krasnodar Territory)
- cultural and historical tours along the "Golden Ring", consisting of the ancient cities of the European territory of Russia
- sports and ecological tourism (fishing, hunting), widespread everywhere
- cruises on large rivers (Lena, Volga, Yenisei, Irtysh)
- sea cruises in the Far East
- winter mountain and water tourism (Caucasus, Karelia, Altai, Arkhangelsk region, Kamchatka)
Tourism development in Russia
The main factors influencing the development of tourism in Russia are the factors of material and technical security. Let's consider how they manifest themselves in tourism in our country. For this, we will introduce the concept of tourism enterprises.
Tourism businesses are organizations that provide travel opportunities and comfort. These include:
- travel agencies and tour operators
- airlines
- railway transport
- hotels
- catering establishments
- excursion companies and guides
And a number of other businesses.
Tour operators create a product intended for group tourism, in other words, they form a tour program, and travel agents sell ready-made tours to the end consumer, that is, a tourist.
Accommodation is an integral and important part of every tour. For this, there are hotels, boarding houses, motels, holiday homes and other businesses.
Another important component of the tours is food, which is sold through the appropriate enterprises: restaurants, cafes, canteens and others.
No trip is complete without transport companies. These are airlines that deliver tourists to their holiday destinations, and ground transport, which allows you to organize excursions, as well as water transport, which provides walks and cruises.
Tours are rarely complete without a cultural program that includes excursions by organizations or private guides.
Any tourist, one way or another, would like to have fun, because tourism enterprises also include cinemas, clubs, halls with slot machines, water parks and other enterprises in the entertainment industry.
This list is not complete, but gives an idea of what belongs to tourism businesses.
All resorts in Russia are developing tourism enterprises in one way or another. But problems still remain, for example, the problem of transport accessibility of many recreational resources. It has an impact not only on domestic but also on international tourism.
The factors in the development of international tourism in Russia today are mainly reduced to political and economic, since the country is just emerging from the crisis, international tourism is going through hard times. However, the government is actively developing the material and technical base in order to neutralize the influence of negative factors and attract both foreign tourists and investors to the tourism industry in Russia.
A number of factors influence the tourist demand and, consequently, the tourist market. The demand for tourism, as well as for other goods and services, is conditioned by the purchasing power of consumers, that is, the availability of funds among the population and the desire to spend them on travel.
Tourism as a branch of the economy can successfully exist in the presence of two conditions: free time of citizens and sufficient material resources. Thus, the necessary prerequisites for the emergence of massive demand for tourism and maintaining it at a high level are an increase in free time and an increase in the welfare of society. The trend towards an increase in free time is an objective factor in the emergence and growth of demand for tourism.
In Russia, tourism will not acquire a mass character until the basic physiological needs of the majority of the population are met. To study the domestic tourism market, we will briefly consider the factors important for tourism / factors in the socio-demographic and psychological-behavioral characteristics of consumers that have taken place in Russia in recent years.
The main factors here are: population structure, age, income level of the population, education, occupation, belonging to a particular race, gender, time, lifestyle, etc.
Population structure. People are an important part of the tourism market. Over the past few decades, the population of Russia has changed significantly. So, in 1951 it was 102.9 million people, in 1960 - 120.8 million, in 1970 - 130.1 million, in 1980 - 139 million, in 1990 -
148 million, in 1997 - 147.5 million, in 1999 - 146.7 million, in 2002 - 143.9 million. There are several forecasts for the dynamics of growth in the Russian population: according to pessimistic forecasts, in 2010 the population will decline to 133 million; according to the optimistic ones, it will remain at the level of 147 million people. The middle version of the forecast predicts that by 2010 about 140 million people will live in Russia.
Today's changes in the structure of the population determine tomorrow's tourism development. In Russia, there is a low standard of living and, as a result, the birth rate.
In 1996, the birth rate in Russia was 8.9
the lowest rate in comparison with other countries of the European Union. In Austria, the value of this coefficient was 11, in Belgium - 11.4, in Germany - 9.7, in France
12.6, in Sweden - 10.8. According to the State Statistics Committee of Russia, in 1997 the birth rate in the country was 8.6, in 1998 - 8.8, in 1999 - 8.3, in 2000 - 8.7, in 2001 - 9.1 ... The infant mortality rate in 1996 was the highest in Russia - 17.4, while in Austria - 5.1, France - 4.9, Sweden - 4.0. In 1999 in Russia this coefficient was 16.9, in 2001 - 14.6.
The low value of the birth rate and the high value of the infant mortality rate do not directly mean that the inhabitants of the country will travel less, but it introduces changes in the structure of the population, which must be taken into account when developing tourism.
The domestic and inbound markets of Russian tourism are developing extremely slowly. In our country, the inbound tourism market still prevails. According to the State Statistics Committee of Russia, the number of foreign citizens who arrived in Russia in 2001 was 7079 thousand people (including for tourism purposes - 2052 thousand people), and the number of Russian citizens who went abroad was 10402 thousand. people (including for tourism purposes - 3972 thousand people.
There is a tendency towards aging in the age structure of the Russian population. Therefore, special attention should be paid to the development of tourism for the elderly, a growing segment of tourist travel. However, such development is possible only if the state cares for veterans and pensioners.
Age. Changes in the age structure of the population in one way or another have an impact on all branches of business. To predict the development of tourism, it is important to monitor trends in the age segments of the country's population and correctly determine their impact on the tourism market.
Western researchers identify the following age segments that influence the tourist market.
Children. The increase in the number of newborns is an undesirable circumstance for tourism, as families with babies and small children prefer to stay at home rather than travel. In addition, in such families, part of the income that could have been spent on tourism is spent on small children. However, the increasing number of children is a good factor in the development of tourism in the long term, since these children will be potential consumers of tourism services.
Adolescents are an important segment of the market as they have significant individual purchasing power and have a large influence on family members in determining vacation spots (especially in high-income families). Teenagers can also be independent tourists. A particular factor contributing to the travel of young people is the availability of their own vehicles.
The segment of young people in the tourism market consists of two age categories: from 18 to 24 and from 25 to 34 years old. Due to their large number and high motor ability, these categories significantly influence the state of the tourist market. Since young people of this age represent a large group, it is possible to identify complex trends in this segment: relatively late marriage, the first child in the family, a small household, the importance of a career for both adult family members. In the tourist market for young people, there are two most common subgroups: young singles and young families without children.
People between the ages of 35 and 44 can have a significant impact on the purchasing preferences of the population. 06- once the life of this segment becomes a way of life for the whole country, whether it is travel, preferred places of rest, food, etc. It is this group of people who are inclined to travel by plane and to rest in resorts. They spend a lot of money on travel and accommodation. Most of the people in this segment are well educated. Self-improvement is a priority for them. They consider obtaining new information a necessary means of broadening their horizons, but not a luxury. Meeting the needs of this group is an important factor for the further successful development of the tourism business.
People between the ages of 45 and 54 tend to travel to resorts remote from their place of residence and to travel by plane. The leading position of this group is occupied by economically active people. Tourists of this age have increased requirements for comfort and convenience, meaningful excursion programs, including acquaintance with the objects in accordance with their professional interests.
An important trend that needs to be paid attention to is the growth in the number of elderly people (60-65 years old) and people over 65 years old. This market is constantly growing and no less important than other age segments of the tourist market. A feature of tourism for people of this age is the requirement for the personal attention of service personnel, the possibility of receiving medical care, etc. "the Velvet season".
From the point of view of the attitude of these age groups to tourism and travel, three main subgroups are distinguished: a group of people aged 55 to 64; from 65 to 74 years old and from 75 years old and older. The age group of people from 55 to 64 years old is characterized by the availability of free funds and relative freedom from spending funds on education, upbringing and maintaining children. -People between the ages of 65 and 74 are considered active retirees and constitute an important travel market. People aged 75 and over are less active and more often than not inclined to travel.
Income. The purchasing power of the population is an important factor in the development of tourism. As incomes rise, the number of tourist travel and tourism spending increases. The higher the income of a family, the more opportunities for travel. It is on tourism that wealthy people prefer to spend most of their income. As a means of saving travel time, they are more attracted to air travel.
Most of the expenses for the rest of wealthy clients are the costs of accommodation, the purchase of a ready-made all-inclusive travel product, entertainment, food, etc. services are much more complicated than, for example, accommodation, catering, etc.
The demand for tourism directly depends on the level of consumer income, therefore, it is necessary to constantly monitor trends in changes in the personal income of the population. If economic indicators speak of a decline, then tourism businesses need to change the price of their goods.
Due to economic shocks, inflation, and loss of savings, the bulk of the Russian population experienced a sharp decline in real incomes. Naturally, this cannot but affect the development of mass tourism. Thus, the growth of tourist trips abroad, which has been observed since 1994, has significantly decreased after the financial and economic crisis of 1998. In this regard, the prospect for the development of domestic tourism arises for tourism enterprises - a shift in demand from more expensive trips abroad to more affordable short and inexpensive trips within the country.
Education. The tourist activity of the population is directly dependent on the level of education of potential consumers. Education broadens the interests of people and thus stimulates tourism.
People with secondary education prefer pleasure trips. People with higher education are more inclined to travel. This category of the population has higher incomes; they prefer to use air transport as the main means of transportation when traveling.
Profession. A certain influence on the types of purchased tourist goods and services is exerted by the occupation of the tourist. Office workers travel more than workers. However, managers, bank clerks and administrative staff make the largest number of trips per year. Tourist businesses tend to single out groups by occupation, and some of them even specialize in the production of goods and services needed by a particular professional group.
However, it is not always possible to clearly distinguish consumers according to income, age, education and occupation. For example, some workers may have fairly high incomes, but their buying habits are very different from those of administrative workers: usually high-paid workers spend less on tourism. "Although this group of people is not actively traveling, it deserves the attention of managers as a potential market. tourism.
Race. The population of Russia is very heterogeneous. Racial and national minorities can also be considered potential consumers of tourism services. This part of the population has its own national characteristics, culture and traditions. These groups of people have different preferences and purchasing habits from the general population. Such potential consumers require a special approach, the creation of specialized marketing programs.
Floor. In the structure of the Russian population, the majority are women (53%), whose average life expectancy is gradually increasing in comparison with the average life expectancy of men. In addition, there is a constantly growing social, political and economic role of women. These factors make women the most important segment of the tourism market.
In Russia, there are more women working outside the home than household workers. Working women have a high income and thus contribute to the additional funds in the family for travel.
For many women, keeping the house is not the main occupation. Such women occupy traditional male positions that involve heightened responsibility and, at the same time, lead to a new level of education and to a significant degree of economic and social independence. Among working women, female careerists are the most promising for travel companies.
Thus, the social roles of the sexes undergo significant changes and contribute to changes in consumer behavior.
Availability of free time. People spend not only money on travel, but also their time. No amount of income, even the highest, will be able to help an individual to travel if he does not have time for it. In modern society, lack of time (as well as lack of income) is the main limitation of tourism. Time also influences the choice of vehicle, visitor center and leisure activities. "
Recently, the amount of free time of the population has increased significantly. Factors such as reduced average workweeks, longer vacations, holidays, school holidays, part-time opportunities, freelance jobs, retirement, and changes in educational attainment played a significant role. In terms of the number of holidays and the postponement of holidays in order to extend the rest, Russia is in one of the first places in the world.
Urbanization. As a result of urbanization, the number of people living in small settlements and engaged in agriculture is decreasing. It is this social group, which used to be part of the “non-traveling” population, that is entering the tourism market as a new segment.
CONTROL QUESTIONS
What is the essence and content of the tourist market?
What are the functions of the market?
What is a tourist circuit?
What is the structure of the market?
What is tourism market segmentation?
Describe the signs of market segmentation.
What factors influence the development of the tourist market?
In order to determine the degree of influence of a particular socio-economic factor on the development of tourism in the Republic of Belarus, it is necessary to have at least an approximate idea of what each of them represents. This chapter presents the classification of these factors, as well as a general description of the classes of factors and a brief description of each of them. Only after familiarizing yourself with each factor in more detail, you should proceed to further (main) research.
Table 1 - Classification of socio-economic factors influencing the development of tourism
Factors generating public needs for tourism
General characteristics: generate a demand for various forms of recreation, determine the development of the system, cycles of recreational activities. Acts at the macro level, defining the structure of the recreational economy. They can be geographically localized, determine the territorial division of labor in the field of recreation and tourism, and assign recreational functions to certain areas and localities. At the same time, it also has a non-localizing character, affecting the recreational economy as a whole, at the national economic level, since it is associated with the socio-economic processes of the functioning of the entire national economic complex. In the group of generating factors, the decisive role is played by:
Development of social production;
Labor activity;
The need to restore working capacity and health.
Recreational needs are formed depending on the socio-economic conditions of life in the country and are a key factor in the development of tourism.
The development of social production and labor activity: these two factors are closely related to each other. The growth of recreational needs and the development of tourism are also determined by the development of material production. The development of new technologies and automation of production lead to a radical transformation of life, a decrease in physical activity. The expansion of production implies the employment of an increasing number of the able-bodied population in the manufacturing sector.
Modern activity with limited motor activity of a person is accompanied by excessive emotional stress. All this requires intensive recuperation, which can be realized in the process of active tourism.
The need to restore working capacity and health: a decrease in physical activity during work is aggravated by an unbalanced diet, when excess food intake is combined with insufficient physical activity of a person and the intake of calories exceeds costs. In general, physical inactivity and overeating are aggravated by the bad habits of the consumer society (alcoholism, tobacco smoking, etc.). These reasons lead to a reduction in life expectancy, putting forward recreational activity as a necessary condition for life.
Urbanization: forms a specific urban lifestyle, leads to the formation of large cities and agglomerations. Urbanization has made a significant contribution to improving the material and cultural living conditions of the population, transformed the structure of life. At the same time, the process of urbanization leads to a change in the natural conditions of life, isolates a person from the natural environment, changes climatic, atmospheric and other natural processes, which in some cases negatively affects human health. High population density, abundance of information, high frequency of interpersonal contacts, significant transport movements are the causes of so-called stress.
Factors that implement the recreational needs in tourism
General characteristics: promote the involvement of broad masses of the population in various forms of tourism; associated with the natural and cultural-historical resources of tourism, as well as the socio-economic living conditions of the population
The group of realizing factors of the dynamic development of tourism, contributing to the wide participation of the population in various forms of active recreation and tourist travel includes:
The growth of the material, cultural and educational standard of living;
Free time fund growth;
Development of transport and communications;
Expansion of the service sector;
Expansion of the fund for recreational areas.
The growth of the material, cultural and educational level.
The material and economic conditions of the people living in the Republic of Belarus are closely related to the level of tourism development, namely, with such a factor as the growth / decrease in incomes of the population determine the structure of the tourist flow.
According to the relevant statistical data, as well as, being guided by the experience of practice at a tourist enterprise, I concluded that it is this factor that is decisive in the development of tourism in the Republic of Belarus. Unfortunately, not every citizen of the Republic of Belarus at the moment can afford a vacation abroad at least once a year. This makes Belarusian resorts more competitive compared to foreign ones, despite the fact that they offer a narrow range of services and a lower level of comfort. Nevertheless, outbound tourism in the Republic of Belarus is very popular (see diagrams on the structure of the tourist flow). There are quite a few reasons for this:
More favorable climatic conditions for recreation,
High quality service,
A wide range of services,
Cognitive goals,
Quality improvement (sea water, hot springs, mud, etc.).
The high level of development of society is continuously associated with the level of education and high spiritual culture of the population. In the Republic of Belarus, the level of education is quite high, but difficult socio-economic conditions do not allow the majority of the population to satisfy their recreational needs. The development of tourism is facilitated by the growth of the cultural and educational standard of living. According to research data, as the level of education rises, the proportion of people spending their holidays at home decreases.
Free time fund development.
Free time is one of the living conditions of activity, contributing to the realization of recreational needs and the development of tourism. Free time is a part of non-working time, within which the restoration and development of the physical, intellectual and spiritual forces of a person takes place. free time in the socio-economic and geographical literature, this part is usually called recreational time. Modern human activity with limited physical activity is accompanied by excessive emotional stress, in order to recuperate, it is imperative to have a rest. Most people spend their vacations (weekends and holidays) traveling out of town, to another country.
Development of transport and communications.
The material basis for the development and expansion of tourist traffic is transport. A specific feature of transport links is their integration character. Because they unite separate countries and regions into a single whole. For tourism, it is especially important to ensure links between local, national and international means of transport so that tourist movement does not have interruptions in transport links.
The development of transport in tourism is carried out in the following directions: development of its material and technical base; improving the organization and management of the transport service system.
Expansion of the service sector.
The expansion of the service sector leads to an increase in organized and inbound tourism. The development of the service sector in the Republic of Belarus is problematic due to low incomes of the population. Higher quality paid services cost a lot accordingly. Consequently, at the moment the quality of the provision of paid services is not quite high.
Despite this, the service sector has expanded (restaurants, fast food establishments, saunas, baths, health and sports complexes, entertainment establishments, etc.).
The sphere of tourism services is one of the most intensively developing sectors of the world economy, providing employment for the population and giving a significant multiplier effect for related industries, which predetermines interest in this industry from both scientific and practical points of view.
The development of the tourist services market (RTU) has not only economic, but also social significance, providing a basis for meeting the recreational needs of the population of the country and citizens of other states. The social effect of tourism is expressed in solving the problems of improving the health of the population, increasing its employment and personal development. The growing role of tourism in the economies of the countries of the world initiates the study of the peculiarities of the functioning of this sphere of human activity and, above all, its content side. At the same time, the outbound flow of tourists still predominates in the domestic structure of travel. Although this ratio is improving somewhat, it has very negative economic and social consequences for Ukraine, which is currently playing the role of a tourist donor, facilitating the export of currency from the country and the creation of jobs abroad in the presence of its own unemployment.
This problem is especially acute in the regions of the country that have their own tourist resources, which, for various reasons, are not fully utilized. These include such a region of Ukraine as the Crimea. The need for the development and improvement of RTU arises both from the existing gap between the world trends in tourism development and tourist and recreational activities in Crimea, which in its potential is capable of improving the economy of the Autonomous Republic of Crimea (ARC) and bringing it to a qualitatively new stage of development.
The activities of business entities are carried out under the influence of numerous environmental factors and largely depend on the development of the tourism services market. In these conditions, taking into account the specific manifestations of the degree of influence of various market factors, which are both incentives and barriers to the development of tourist and recreational enterprises (TRP), become the imperative that will allow building effective development strategies and developing mechanisms for their adaptation to the market.
In the publications of various authors: V.I. Azara, L.G. Agafonova, A. Yu. Alexandrova, I.T. Balabanova, B.M. Birzhakova, V.G. Gulyaeva, A.P. Durovich, I.V. Zorina, N.I. Kabushkin, V.A. Kvartalnova et al. Consider certain problems of the tourism market and its infrastructure. However, the substantive characteristics of the factors of the formation and development of TRU to substantiate the priorities for ensuring constant recreational and tourist nature management remained outside their interests. The issues of classification of the system of market factors, their composition and varieties, which, in our opinion, are necessary for the choice of priorities for the development of TRP in the context of global competition, are also not covered.
The unsolved aspects of the problem raised allow us to formulate the purpose of this work, which is to theoretically substantiate the composition and patterns of interaction of factors in the formation and development of the tourist services market based on the construction of an appropriate classification system. The study of the tourism market in this work involves the identification of a range of conditions and factors that have a significant impact on the formation of demand and supply in the market of tourist services.
Ukraine, in particular Crimea, has a powerful recreational potential - natural, climatic and health resort resources, cultural and historical heritage, socio-cultural objects that are highly attractive and capable of generating tourist interest and realizing it through the market.
The formation and development of RTU is influenced by a number of factors that have different characteristics in terms of the nature and environment of origin, type and direction of impact, degree of influence, etc. For example, Russian researchers I.A. Zorin and V.A. Kvartalnov, as well as the well-known Russian specialist L.G. Agafonova in her works focus on the impact of pricing in the formation of RTU.
However, most often the systematization of factors affecting the RTU is represented in the socio-demographic and psychological-behavioral characteristics of consumers, in which the main component is the level of material well-being of the consumer. The main factors here are: the availability of free time, the structure of the population, age, income level of citizens, education, occupation, belonging to a particular race, gender, etc.
- natural and climatic (use of natural and climatic resources, man-made factors, water quality, noise level, the state of atmospheric air, and others);
- political (globalization, military conflicts, visa formalities, etc.);
- socio-economic (demography, employment of the population, cash income of the population, living wage, purchasing power, investment);
- cultural and historical factors.
The above factors of the last, most frequently encountered approaches, have an impact on the mind of the buyer, developing, first of all, the motivation for the trip, which, ultimately, is the determining element of the consumer's behavior in the market.
Belarusian scientists N.I. Kabushkin, A.P. Durovich and A.S. Kopanev focus on the attractiveness of display objects, their attractiveness. A variety of attractors, which are the goals of a tourist trip, became the basis for the development of their classification in K.V. Maslennikova based on the resource potential of the region. From our point of view, this approach (we conditionally called it attractive) is somewhat one-sided and does not take into account the needs of tourists in the field of infrastructure, regulatory, institutional and irrational factors, as well as market conditions and competition factors.
Note that any classification of interrelated main factors of the RTU not only allows one to have an in-depth understanding of the market, but also creates a certain information base for further studying the characteristics of the market and its laws. So, for example, a combination of certain factors determines the nature of the behavior of consumers of tourism services, which can be expressed by such indicators as:
- preferences in choosing attractors and travel destinations;
- the tourist's idea of the price of the proposed trips;
- types and form of tour organization;
- the frequency of tourist trips, etc.
In general, the functioning of the TRU can be represented by a certain graphical model based on the main market imperatives - supply and demand (Fig. 1):
Rice. 1. Formation of a transaction for the purchase of a tourist product
A tourist product is an object of manifestation of equal economic relations between producers and buyers at RTU, and the market itself is characterized by the presence of its main subjects, i.e. consumers (demand) and producers offering their product (supply).
The demand for any product, including recreational services, as well as for any other goods and services, is primarily due to two factors: the presence of potential consumers of funds and the desire to spend them in exchange for certain benefits. However, the tourist and recreational sphere, unlike other industries, cannot function successfully without the free time of citizens wishing to purchase a recreational product or tourist service. Consequently, a massive demand for tourism can be expected with an increase in the free time of citizens and an increase in the well-being of the population, when the primary (according to A. Maslow) physiological needs of people will be satisfied. The remaining funds can be used for recreation, health restoration and receiving benefits of a socio-psychological nature in the form of self-improvement and self-affirmation through the consumption of tourist services (product).
The concept of "tourist product" is much broader than the category of "tourist service", but in the scientific literature it is interpreted ambiguously. Here are the most significant interpretations of this definition.
The product, according to F. Kotler, “… It is the aggregate of all that can be offered on the market to the attention of consumers for purchase, use and consumption, which is able to satisfy a need or desire. It includes physical objects, services, places, organizations and ideas. " .
A more complete definition of a tourist product sounds in the interpretation of V.A. Kvartalnova: "A tourist product is a combination of tangible (consumer goods) and intangible (in the form of a service) consumer values necessary to satisfy the needs of tourists that arise during their trip" .
Ukrainian scientist T.I. Tkachenko believes that in this aspect it is necessary to take into account the opinions of the manufacturer and the consumer. “From the point of view of the manufacturer, a tourist product (offer) is an aggregate of a certain quantity and quality of goods and services, mainly of a recreational nature, prepared at a given moment for sale to consumers and recorded in the tour program.
For consumers, a tourism product (potential demand) is an abstract product that consists of a number of offered benefits: climatic conditions, a material component (tourism goods, buildings, infrastructure) and an immaterial form - a set of services. " And further she notes that the combination of all these benefits into one concept is an objective necessity, since the consumer cannot satisfy his versatile needs for the renewal of vitality only at the expense of one type of tourist goods or services, but only in a complex in a specified place and in a certain environment. ... We also agree with this approach, noticing in passing that in tourism there is also such a phenomenon as a tourist destination, which is both supply and demand.
The destination model can be displayed as an integrated function of such variables as: tourism resources, tourism infrastructure, institutional environment, marketing, branding and represents the transformational potential of tourism development.
The production and consumption of products (services) in the tourist and recreational sphere is carried out simultaneously, and the results of labor themselves are unsustainable and intangible until they are sold. To this should be added the low quality of customer service in the considered sphere of Ukraine, as well as the fact that prices for tourist services are growing at a faster pace compared to the growth in the quality and dynamics of the supply of these services. Hence, the marketing difficulties that professional market participants face in a highly competitive and emerging market environment become obvious.
The market situation characterizes the economic situation formed at a certain point in time due to the combined action of various factors and conditions that establish the ratio and strength of the influence of supply and demand, as well as the levels and dynamics of prices for tourist services.
The comparative analysis of the mentioned works made it possible to systematize the factors based on supply and demand and determining the formation and development of the tourist services market.
The essential features of the above classification (Fig. 2) are the existing restrictions of a permanent and temporary nature included in the group "Market conditions and regulatory factors": forming the political climate; factors of administrative influence on economic entities; factors shaping the legal environment of business, environmental and other restrictions, organizational factors.
Rice. 2. Factors of formation and development of the tourist services market
An important limitation in the development of RTU is taking into account the permissible recreational load on the destination and tourist facility. This load can be physical (mechanical), economic, ecological, psychological, biological and other forms.
Recreational load is a kind of indicator of ensuring the ecological safety of a tourist destination, which reflects the cumulative impact of anthropogenic activities on a recreational facility and should not exceed the permissible volumes of recreational nature management.
In addition to limitations, it is necessary to take into account possible contradictions that hinder the development of RTU. So, for example, at the destination level, various contradictions may arise between tourists and the local population, between recreational and other types of economic activities in a given area. The existence of destinations determines the solution of emerging problems, as a rule, at the regional and interdepartmental levels, which indicates the need to form a tourist destination management system, which is well combined with the idea of TRP clustering.
In the development of RTU, especially international trade in services, it is necessary to take into account the main provisions of the theory of competitive advantages, which replaced the theories of absolute and comparative advantages.
The foundations of the theory of international trade in goods and services were laid by A. Smith, who formulated the theory of absolute advantage and showed that countries are interested in the free development of international trade, since they can benefit from it, regardless of whether they are exporters or importers. It is advisable for each country to import those goods and services whose production costs are higher than those of foreign countries, and to export those goods and services for which its production costs are lower than abroad, i.e. there are absolute advantages.
D. Ricardo proved that the principle of absolute advantage is only a special case of the general rule. His theory is called the theory of comparative advantage, it explains the nature of bilateral exchanges of tourism products of international tourism as a result of price differences between countries.
Modern ideas about the directions and structure of international trade flows are based on the works of the Swedish economists E. Heckscher and B. Olin, who put forward the theorem of "equalization of prices for factors of production." Its essence is that national production differences are determined by different endowments of production factors - labor, land, capital, as well as different internal needs for certain goods. The development of tourism requires a developed infrastructure, and this requires huge investments. This explains the predominant development of tourism in industrially developed countries. Capital influences the economic importance of international tourism in every country. A country that has rich natural resources, but has limited capital, will not be able to sufficiently develop international tourism, which is very typical for Ukraine. Practice has shown that the Heckscher-Ohlin theory in most cases is applicable in the economic analysis of tourism.
Most recent studies have traced the further development of the Heckscher-Ohlin theory. The famous researcher, international economist A. Marshall highlights the role of the proposal in determining the place of the country in the international division of labor. He argues that rich countries have an advantage in international trade in products and services, thanks to wide and well-established connections, and can better adapt the release of a new product or service to different markets. It follows from this that the formation of factors that allow a country to gain a competitive advantage in the international tourism market is impossible without the vigorous activity of the state in the management of tourism resources and the tourism industry.
Thus, on the basis of a comparative analysis of the factors of the formation of the tourist market and existing approaches to their systematization, the necessity of their specification using a model based on the main market imperatives - supply and demand, formed at a certain point in time under the conditions of regulatory and legal restrictions - has been proved. The market conjuncture taken into account in the developed classification reflects the economic situation that has developed as a result of the cumulative impact of various factors and conditions that establish the ratio and strength of the influence of supply and demand, the levels and dynamics of prices for a tourist product. At the same time, along with the specific features of tourist demand and product, existing restrictions, it is necessary to take into account the emerging contradictions that hinder the development of RTU, as well as the main provisions of the theory of competitive advantages.
It is shown that in conditions of heightened competition, the successful formation of RTU and international tourism is possible only on the basis of the integration of TRP into clusters (increasing the power of TRP, elimination of many contradictions) and state support of the tourism sector by intensifying the development of its infrastructure.
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The structure of the international tourism market
Segmentation of the tourism market
Factors affecting the tourism market
Concept and scheme of the tourist market
Lecture 2. International tourism market
Plan:
In recent years, tourism has developed significantly and has become a massive social and economic phenomenon of an international scale. Its rapid development is facilitated by the expansion of political, economic, scientific and cultural ties between states and peoples of the world. The massive development of tourism allows millions of people to expand their knowledge of the history of their Fatherland and other countries, to get acquainted with the sights, culture, traditions of a particular country.
From an economic point of view, tourism is a special type of consumption by tourists of material goods, services and goods, which stands out as a separate branch of the economy, providing the tourist with everything he needs: vehicles, food, accommodation, cultural and consumer services, and entertainment.
The market is the place where supply meets demand. this is not a specific place, but actually a meeting of supply and demand, at which the following questions are resolved: a) what to buy? b) what to sell and at what price?
Market - the sphere of exchange of goods between producers and consumers, formed on the basis of the division of labor.
The tourist market is a system of relations (economic, social, legal) linking producers of a tour product and consumers who are interested in a certain type of tour product, who have the opportunity to buy and sell.
The tourist market can be considered as:
Collections of buyers and sellers of a tourist product;
A tool for reconciling the interests of buyers and sellers of a tourist product;
Spheres of implementation of the tourist product;
Areas of manifestation of economic relations between buyers and sellers of a tourist product.
The tourist market performs the following functions:
Realization of the value and use value contained in the tourist product;
Organization of the process of bringing the tourist product to the consumer (tourist);
Types of tourist markets: national and international.
The subject of the tourism market is consumers and manufacturers of a tourism product, intermediaries, government, etc.
The tourist market is characterized by its capacity, the level of balance between supply and demand, and the conditions for the sale of the tourist product.
The capacity of the tourist market is its ability to "absorb" a certain amount of a tourist product, that is, the possible volume of sales of individual tours, tourism services and goods for tourist and souvenir purposes at existing prices and supply
The tourist market is an economic system of interaction of four main elements: tourist demand, supply, price, competition.
Tourist demand - confirmation by the ability to pay of the recreational needs of people, expressed in a certain amount of tourist products and services that consumers can purchase at certain prices for a tourist product.
Demand is an indicator that reflects the volume of sales of a certain tour product in a selected market segment.
Demand can be: inelastic, stable (regardless of price fluctuations), elastic (changing in one direction or another, depending on changing prices).
Demand can be:
negative (most of the market underestimates the like, and agrees to additional costs to avoid it),
absent (consumers ignore the proposed product),
open (consumers need a travel destination or something that the market cannot offer for some reason),
falling (loss of consumers' interest in certain things),
irregular (seasonal, daily, up to hourly fluctuations),
full-fledged (tourist company - the seller is satisfied with his trade turnover),
irrational (harmful or immoral goods and services).
The basis of tourist demand is a person's need for rest, knowledge, communication, which prompts him to travel.
As an element of the tourism market, demand is formed on the basis of many factors of an objective and subjective nature.
Dynamic development is due to the action of a complex of demographic, natural-geographical, socio-economic, scientific and technical factors.
Along with them, a group of subjective factors stands out, including tastes, preferences, national traditions.
Tourism Product Offer - The amount of tourism products or services that are put on the market at a specific price level. If demand reflects the estimated capacity of the market, then supply is the actual volume of tourist and excursion services that are offered to the consumer in the market.
The relationship between supply and demand depends on many factors, one of which is price. Overpriced prices lead, with the exception of isolated cases, to a drop in demand, and understatement leads to loss of profits and unprofitability of the enterprise.
Price is a measure and regulator of the balance between supply and demand in the tourist market, this is the main criterion for choosing a tourist product for most consumers and therefore, first of all, it affects the volume of sales.
The price level may be influenced by factors:
Prices for the services of tour service providers (hotels, transport)
Prices for services provided by competitors in the market
Fluctuations in demand
Seasonality
Psychological factors related to fashion, prestige, etc.
There are three pricing methods:
Price setting based on market demand
Setting the price depending on the price level of competitors
Calculation of prices based on the cost price of a tour product (services / goods)
In tourism, differentiated prices are used, which vary depending on:
Time (season, off season, congresses, Olympics)
Market segment
Forms of payment (preliminary with a discount or at a minimum period).
Competition is a mutual struggle of enterprises for a monopoly position in the tourism market.
The interaction of market elements leads to its cyclical nature. If the supply of a tourist product is greater than the demand for it, then prices fall, which causes a decrease in entrepreneurial activity in the production of this particular tourist product; if on the contrary, then prices increase and this situation stimulates the production of this product on the market. After a certain price fluctuation, there is a period of equilibrium between supply and demand. During this period, the market comes to an equilibrium state.
The tourist market is a service market. It has specific features that must be taken into account when organizing a tourism business.
The tourist market is highly dependent on various factors:
Natural and ecological factors:
Good climate and comfortable natural conditions
The presence of beautiful landscapes and natural attractions
The presence of rivers, lakes, and other bodies of water
Cleanliness and well-groomed
Socio-economic factors:
The standard of living of the bulk of the population
Social freedom and rights that enable citizens to move inside and outside the state
Foreign economic relations of the state
Political factors:
Political stability
Peaceful relations between states
Presence of intergovernmental agreements in the field of tourism
Demographic factors:
Population growth
Increased life expectancy
Ethnic tourist streams
The influx of youth into tourism
Increasing trend in family travel
Tourism demand is highly seasonal, with peaks at certain times of the year and troughs in other months. In the countries of the northern hemisphere with a temperate climate, the main tourist seasons are summer (July-August) and winter (January-March), there is also an off-season (April-June, September), and the so-called off-season (October-December).
The seasonal nature of demand is manifested in the uneven workload of tourism industry enterprises. Seasonal fluctuations in demand are due to the influence of various factors: climatic, economic, social, psychological.
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