Tourism marketing is a set of methods and techniques for collecting and analyzing data aimed at identifying opportunities to meet the needs of people in terms of psychological, economic and social factors, as well as to solve the problems of rational management of a tourism organization.

The purpose of marketing is to recognize, identify and evaluate the existing or latent demand for goods and services that an enterprise offers or can offer, and to direct the efforts of the company to develop, manufacture, distribute, sell and promote these goods and services.

The goal of tour marketing is a profitable job of serving and satisfying customer needs. As the vice-president of the famous Sheraton hotel chain said, "Our goal is a profitable work of service and customer satisfaction. From this point of view, marketing should serve a clearly defined task: how to function most successfully.

The object of any marketing is the behavior of the enterprise in relation to its market and consumers. The central idea of ​​marketing in this case is the position of market orientation instead of the position of orientation to the product being produced.

Depending on the legal status and relevant legal form a certain tourist enterprise, on the specifics of the activity and the state of the market for tour services, on the availability and volumes state aid, from the mentality of the entrepreneurs themselves, the marketing objectives of the tour enterprise are divided into:

• 1) Economic: formed through certain digital performance indicators or through percentages (maximizing profits in the future, identifying new market segments, improving the sale of tour products, strengthening market positions, etc.).
• 2) "" Selfish "": increasing the prestige and improving the image of the company, country, region or locality. This may be a desire to maintain independence, increase business stability, etc.
• 3) Social: considered from the point of view of developing such a tour product that people with lower incomes can use. They can also be expressed in the development of such tourism products that contribute to the protection environment, reducing unemployment, stimulates the expansion of small businesses.

The tourism industry is characterized by a large number of small and medium-sized enterprises that have neither the "know-how" nor the experience necessary to correctly apply modern marketing techniques. They also do not have a profit /revenue/ sufficient to hire the required number of people and pay the necessary marketing expenses. They make only erratic attempts at advertising, promotion and market research.

To achieve success requires considerable effort, invention, resourcefulness. First of all, it is necessary to develop an appropriate strategy for promoting your tour product. Such promotion can be carried out in various ways, both external and internal in relation to the firm concerned.

Working out marketing strategy at different levels will ultimately allow to determine the national program for the development of domestic tourism. At present, nothing of the kind has been developed at the national level, but even most tour companies that have already worked for a considerable time in this business use only groups of methods and means. marketing activities.

The tourist product, by virtue of its consumption by individuals, must be brought to the individual personally. At the same time, the tour operator is forced to resort to the help of thousands of travel agencies that, directly or indirectly through family agents or agents working in enterprises, bring information about this product to a potential consumer. At the same time, in the conditions of price competition in the region for a specific type of product with uniform characteristics, price indicators are aligned, since at the stage of consumption of the tour potential client has a clear tendency to minimize costs. Here it is necessary to study the problem of tourist demand in more detail.

Tourist services in international trade act as an "invisible" product. characteristic feature and kind of dignity tourism services as a commodity is that a significant part of these services is produced minimal cost locally and usually without the use of foreign currency. Foreign tourists use the enterprises of the tourism industry of the destination country. In addition, they consume or buy and export as souvenirs a certain amount of goods purchased in the country of visit for foreign currency, having previously exchanged it for local currency.

International tourism as one of the forms of international economic relations purchased in modern conditions huge scale and began to have a significant impact on political, economic and cultural ties between countries. In addition, in many countries income from tourism activities make up a significant part of the national income (Spain, Cyprus, Malta, Australia, etc.).

According to experts, the rapid development international tourism will continue further. At current growth rates, the number of international travel will reach 900 million by 2005, and by 2010 will increase to about 937 million. According to the latest WTO forecasts, by 2020, 1.6 billion people will travel annually, and the growth rate will be 4.3% in terms of the number of tourists, and 6.4% in terms of tourism income. Table 1 shows how soon outbound and tourism develops in Russia, while diagram 3 shows the structure of trips to Russia by foreign citizens.

Now international tourism is one of the three largest export industries, behind the oil industry and the automotive industry.

The development of tourism is becoming more visible and tangible. Therefore, the study of its condition and problems is very important, especially because tourism can have a significant impact on the country's economy. The importance of tourism in the world is constantly increasing, which is associated with the increased influence of tourism on the economy of a particular country.

The tourism industry is complex organization tourism product production. The tourism industry usually includes tourism resources and enterprises (organizations, institutions, individuals, etc.) offering services to tourists.

Implementation tourism business in market conditions can be carried out in the presence of four main components:

• * capital;
• * technology;
• * frames;
• * tourist resources.

This means that, having insufficient capital, to buy technology, hire a personnel team and engage in tourism. To do this, it is necessary to choose a place where there are tourist and recreational resources, and if there is no such place, then create it. This is one of the specific features of the tourism business in the market. If tourism is associated with the creation of a tourist resource (and not the consumption of an existing one), then the cost of a tourist product increases sharply.

Tourism resources are understood as a set of natural and artificially created objects suitable for creating a tourist product. As a rule, tourism resources determine the formation of tourism business in a particular region.

According to the definition of the World Tourism Organization (WTO), a tourist is a citizen visiting a country (place) of temporary stay for recreational, educational, professional, business, sports, religious and other purposes without engaging in paid activities for a period of 24 hours to 6 months in a row or for at least one overnight stay. His relationship with a travel company consists in the acquisition of a travel voucher - a document confirming the transfer of a tourist product - the right to a tour intended to be transferred to a tourist, and a tour is a set of services for accommodation, transportation, meals for tourists, excursion services, as well as services of guides-interpreters and other services provided depending on the purpose of the trip.

The work of travel companies with tourists includes:

• - offering a certain set of tourist and excursion services to a tourist or a group of tourists;
• - receiving from the client Money for a ticket (tour),
• - transfer of funds to relevant organizations for accommodation, accommodation, excursion services.

The contractual relationship between a tourist and a travel company develops as a relationship between a buyer (customer) and a seller (performer). At the same time, the special nature of the "product" purchased from a travel company should be emphasized. By entering into contractual relations with her, the tourist expects to eventually receive the set of services he needs. The firm, however, provides him, as a rule, not with the services themselves, but with the rights (guarantees) to receive in certain time, in a certain place of services directly carried out by other companies that do not have direct contractual relations with this tourist, but are in contractual relations with the sending travel company. The tourist also acquires guarantees for the provision of certain types of services by the sending company itself. The totality of these rights is displayed in the voucher, which is the final "product" of the travel company and, accordingly, the subject of its implementation and depends on what kind of activity it is engaged in.

Tour operator activity is an activity for the formation, promotion and sale of a tourist product, carried out on the basis of a license legal entity or individual entrepreneur(tour operator).

Travel agency activities - activities to promote and sell a tourist product, carried out on the basis of a license by a legal entity and an individual entrepreneur (travel agent).

The relationship between the tour operator and the tourist is most often built on the basis of an agency agreement on granting the first to the second the right to sell the tourist product formed by the tour operator.

Relationship with foreign partner based on the division of services provided. A foreign firm provides accommodation, meals, excursion services, and sometimes insurance. Russian company - transportation of tourists, insurance and visa processing. Advertising campaign carried out by a Russian company using only own funds without the help of a partner.

Such business cooperation can be considered the most convenient. Foreign company, having constant connections with hotels and a better understanding of the market situation, can reduce costs and provide discounts that enable Russian company offer competitive services at a cost less than the cost of a self-traveling tourist, which ensures constant demand.

Tourism in its main characteristics does not have any fundamental differences from other forms economic activity. Therefore, all essential provisions modern marketing can be fully applied in tourism.

At the same time, tourism has its own specifics that distinguish it not only from trade in goods, but also from other forms of trade in services. There is trade in both services and goods (according to experts, the share of services in tourism is 75%, goods - 25%), as well as the special nature of the consumption of tourist services and goods at the place of their production, moreover, in a certain situation .

In traditional production, which has a specific result of labor (goods in material form), the concept of marketing has a more specific content. In tourism, the result of activity is reduced to a tourist product. In fact, a tourist product is any service that satisfies certain needs of tourists and is subject to payment by their side. Tourist services include hotel, transport, excursion, translation, household, communal, intermediary, etc.

The main tourism product is comprehensive service, i.e. a standard set of services sold to tourists in one “package”, they are often called package tours abroad.

The tourism product has its own distinctive features:

Firstly, it is a complex of services and goods (tangible and intangible components), characterized by a complex system of relationships between various components.

Secondly, the demand for tourism services is extremely elastic with respect to income levels and prices, but largely depends on political and social conditions.

Thirdly, the consumer, as a rule, cannot see the tourist product before its consumption, and the consumption itself in most cases is carried out directly at the place of production of the tourist service.

Fourth, the consumer overcomes the distance separating him from the product and the place of consumption, and not vice versa.

Fifthly, the tourist product depends on such variables as space and time, it is characterized by fluctuations in demand.

Sixth, the supply of tourism services is characterized by inflexible production. They can only be consumed directly on site. A hotel, airport, recreation center cannot be transferred at the end of the season to another region. They cannot adjust in time and space to changing demand.

Seventh, the tourism product is created by the efforts of many enterprises, each of which has its own working methods, specific needs and different commercial goals.

Eighth, a high quality of tourist services cannot be achieved in the presence of even minor shortcomings, since tourist service consists of these little things and small details.

Ninth, the assessment of the quality of tourist services is highly subjective: a great influence on the assessment of the consumer is exerted by persons who are not directly related to the package of purchased services (for example, local residents, members of the tourist group).

Tenthly, the quality of tourism services is influenced by external factors that are of a force majeure nature (natural conditions, weather, tourism policy, international events, etc.)

These specific features of the tourism product have a significant impact on tourism marketing.

Tourism marketing is a complex and capacious concept, which is why it has not yet received an accurate and final formulation. There are many definitions, including:

• - methods and techniques aimed at identifying and satisfying the needs of people caused by recreational motives - the cognitive aspect, recreation, entertainment, treatment, etc. - and the organization of travel agencies or associations that can rationally satisfy these needs;
• - state and private activity tourism enterprises, carried out according to international, national and regional plans in order to meet the needs certain groups tourists;
• - a system of trade and production activities, which aims to meet the individual needs of each consumer on the basis of identifying and studying consumer demand in order to maximize profits;
• - market-oriented management aimed at achieving the goals of the enterprise of the goals of the enterprise by meeting the needs of tourists more efficiently than competitors; marketing can be used both at the level of a separate travel company, and separately of travel concerns, holdings, including at the international level.

The World Tourism Organization identifies three main functions of marketing in tourism:

• 1) establishing contacts with clients aims to convince them that the proposed place of rest and the services, attractions and expected benefits that exist there are fully consistent with what the clients themselves want to receive;
• 2) development involves the design of innovations that can provide new sales opportunities, in turn, such innovations must meet the needs and preferences of potential customers;
• 3) control involves the analysis of the results of activities for the promotion of services on the market and verification of how these results reflect the truly full and successful use of the opportunities available in the field of tourism.

A tourist product should be a good purchase. In this regard, marketing is a consistent action of tourism enterprises aimed at achieving such a goal. Therefore, the following definition of marketing is quite logical and reasonable.

Marketing in tourism is a system of continuous coordination of the offered services with the services that are in demand in the market and that the tourist enterprise is able to offer profitably and more efficiently than competitors do.

This rather lengthy definition contains a number of ideas that we will explore in more detail.

The first point that requires attention is that marketing is not a separate action, but a system of activities. In other words, it is a sequence of actions of a tourism enterprise that must be combined to achieve its goals. Therefore, marketing is not only advertising and selling services, or simply developing services. It is a system in which all functions and activities must be combined in accordance with the concept of marketing.

This circumstance fundamentally distinguishes marketing from commercial work. If a commercial work is to use all the forces and means to enhance sales, the goal of marketing is an interconnected process of production and sale of services in accordance with consumer demand.

The second point to note in our definition is that marketing does not end with one action. You can't think of it as a monotonous process, whether it's a new product launch date or a product launch date. new price. The fact is that the market is constantly in motion, in dynamics. For example, under the influence of various factors, consumer demand changes, competitors are also working to introduce new services to the market. These examples show that marketing is indeed an ongoing process and the tourism enterprise must be continuously involved in it. Marketing, therefore, involves looking to the future, and not just focusing on the present.

The third point concerns agreement. It is necessary to coordinate actions within the tourism enterprise with the conditions external environment. If all this is considered separately, it is impossible to achieve the intended goals. This means that a decision must be made in order to use all marketing tools to achieve this alignment.

The fourth idea, which is embedded in our definition, concerns understanding what the service offered by the firm actually is. The classic question that must be asked to underline this point is: “What kind of business are we really in?” such a statement of the question makes the company look at its services from the point of view of the consumer. Another answer to this question will be related to the consideration of the company's resources and what else can be done with them (material, human). Many firms are surprised to find new opportunities that are opening up.

The fifth point in our definition gives the concept of what marketing does to satisfy the needs of the buyer. This refers not only to what the client acquires in this moment, but also what he would buy under other circumstances (for example, with an increase in income). Marketing should be a foresight activity. It involves predicting, or at least getting the right idea of ​​what consumers might need the most. It also provides an opportunity to assess whether non-customers of the firm can be persuaded to use the services offered by the firm.

The sixth point of our definition emphasizes that marketing allows you to identify and implement means to increase profits. This makes it exceptional economic category. The goals of travel companies should be realized through the qualitative satisfaction of customer needs in a sufficiently long time period.

The marketing mix is ​​a set of means of influencing consumers of the target market in order to evoke the desired response from them. The main elements of a successfully functioning marketing mix of a travel company are shown in Figure 1.1.

Rice. 1.1

In relation to tourism, there are several more components of the marketing mix:

• - personnel, their qualifications and training;
• - the process of providing the service;
• - environment.

The tourism business is unique in the sense that the personnel of enterprises are part of the tourism product. Hospitality, goodwill - the main condition for all comers, and not just specialists in direct customer service. Marketing should be an integral part of the philosophy of the entire organization, and marketing functions should be performed by all employees. The key factor in the competitiveness of a tourist enterprise is the measures (activities) to mobilize the creative activity of the team.

An important factor in high-quality customer service is the environment - appearance buildings, office decoration, furniture, equipment, office equipment, etc. The atmosphere of a product offering (the physical environment) is perceived through the senses (sight, hearing, smell, touch) and influences purchasing behavior in four ways:

• 1) can serve as a carrier of information for potential consumers;
• 2) can serve as a means of attracting the attention of customers;
• 3) can be a carrier of a certain effect (colors, sounds and properties of the surfaces of the objects surrounding the client affect his consciousness and encourage him to buy);
• 4) can create a certain mood.

To ensure the effectiveness of marketing management, the development of its auxiliary systems is required:

• - marketing information;
• - marketing organizations;
• - marketing control.

The marketing information system ensures the receipt, systematization, evaluation and use of information characterizing the state of the external environment and internal environment tourism enterprise. Without objective, relevant, sufficiently complete marketing information, it is impossible to make operational and strategic decisions.

The marketing organization system is aimed at creating an appropriate organizational structure tourist enterprise, providing the implementation of marketing activities.

To continuously monitor the implementation of marketing strategies and programs, a marketing control system is being created.

In practice, the technology for implementing the concept of marketing is very elastic. It can change both its structure and the place of individual stages depending on the characteristics of the enterprise, the degree of market development, the goals, objectives and market conditions. However, all these elements are closely interrelated. None of them can be excluded from the system without violating its integrity.

Introduction

The most important activity of firms operating in tourism, are the promotion of the tourist product on the market, advertising and the sale of the prepared tour package. The funds are currently mass media, special editions, advertising brochures are literally overflowing with a variety of tourist offers, and the path of a travel agency to success lies in bringing relevant information to a potential client and causing him to respond. This task is feasible if the company's management has knowledge in the field of marketing or the company has a marketing and advertising department.

For decades, under the Soviet system, there was a centralized vertical system of tourism management, in which there was a centralized economic policy, which supports the financing of targeted activities to promote, first of all, the ideology and, secondly, the actual tourist resources and services. With the advent of perestroika and further reformation of business principles, tourism has moved into the sphere of entrepreneurship, and now entrepreneurs must spend their own money to solve their problems.

Advertising, as the main means of promoting a tourist product, is expensive and not always effective. The use of marketing technologies will make it possible to rationally use the resources of a travel enterprise, including money, to promote and sell tours and help in choosing the most effective methods promotions for each tourism product.

The purpose of the study is the process of considering marketing in service and tourism in the market of the Kursk region. To achieve this goal, the following tasks were solved:

The theoretical foundations of marketing activities in the service and tourism have been studied;

Analyzed marketing activities in LLC "Rest in the Crimea", located in the tourist market of the Kursk region;

Develop proposals for improving marketing activities in Otdykh v Krym LLC.

The object of the study is the sphere of tourism and service LLC "Rest in Crimea" in the Kursk region.

The subject of the study is the study of marketing in the service and tourism on the basis of the enterprise "Otdykh v Krym" LLC.

1 Theoretical basis marketing activities in service and tourism

1.1 Features economic activity in service and tourism

The tourism business is one of the fastest growing sectors of the world economy. International tourism is one of the top three export industries, behind the oil industry and the automotive industry. The importance of tourism in the world is constantly increasing, which is associated with the increased influence of tourism on the economy of a particular country.

The tourism business is attractive to entrepreneurs for the following reasons:

Small initial investment;

Growing demand for tourism services;

High level of profitability; - Minimum payback period.

According to Yu. M. Chebotar, the effectiveness of tourism consists of following functions:

1) Tourism is a source of foreign exchange earnings and a means of providing employment for the population;

2) Tourism develops industries that serve the tourism sector: construction, trade, production of consumer goods, communications.

3) Tourism expands contributions to the country's balance of payments.

It is expedient to classify tourism on a geographical basis, the purpose of the trip, the mode of transportation, the means of accommodation for tourists, etc.

The main types of tourism are as follows:

1) Tourism is internal. Domestic tourism is not associated with crossing the state border. It accounts for 80-90% of trips in the world.

2) International tourism. On average, about 65% of all international tourist trips are to Europe, about 20% to America and about 15% to other regions. The development of international tourism in countries predominantly hosting tourists is due to the desire to increase the inflow of foreign currency and create new jobs. Many countries through international tourism are trying to solve the problems of the balance of payments. Incoming foreign tourists, paying for goods and services, ensure the flow of currency into the budget of the host country and thereby activate its balance of payments. The entry of tourists is accompanied by an outflow of the national currency. International payments for tourism operations of this kind are recorded in the liabilities side of the country's balance of payments.

3) Recreational tourism. Tourism for the purpose of recreation for a number of states is the most massive form. Trips of foreign tourists to Spain, Italy, France, Austria, Switzerland pursue, first of all, precisely this goal. Recreational tourism is characterized by the duration of travel, a small number of cities included in the route, and the widespread use of air transport. Leisure trips are very diverse and may include entertainment programs (theatre, cinema, festivals, etc.), hobby activities (hunting, fishing, music, art, ethnic trips related to the study national culture host country, etc.)

4) Health tourism. This type of tourism is purely personal, individual. The usual duration of a tour for treatment is 24-28 days, which is much longer than for other types of tourism. Health-improving rest, depending on the means of influencing the human body, is divided into climate, balneo, sea, mud therapy, etc.

5) Educational tourism. This type of tourism includes travel and trips for educational purposes. Excursion as a form of knowledge and a type of leisure performs the functions of broadening one's horizons. One of the varieties of educational trips is car tourism. Compared to other types of travel Vehicle trips by car and bus provide tourists with a much greater educational opportunity.

6) Professional and business tourism. This type of tourism includes trips from business purposes. Life in a modern civilized society necessitates international contacts. Business trips to recent times began to become widespread.

7) Shop tours. This type of tourism is typical for Russia. The purpose of trips abroad is the acquisition of consumer goods for their subsequent sale.

According to V. G. Gulyaev, tourism in Russia is a developing industry, and the influence of the tourism industry on the country's economy is still insignificant. The underdevelopment of tourism infrastructure, the low quality of service, and the persistent myth about Russia as a high-risk country have led to the fact that our country currently accounts for less than 1% of the world's tourist flow. The indicator of tourist mobility of the Russian population is one of the lowest in the world. The vast majority of travel agencies prefer to send their compatriots abroad, and only a few firms work to attract tourists to Russia. And mostly tourists visit Moscow and St. Petersburg. Tourism is a separate industry that does not mobilize foreign exchange earnings in Russia, but, on the contrary, is a channel for the leakage of currency on an impressive scale. Perhaps the avalanche of vacation offers abroad was in demand in Russia by us, because there we were offered a higher quality service at reasonable prices.

The tourist product is formed from the services of enterprises involved in serving people on vacation and travel: transport companies and companies, hotels, restaurants, cafes, tour companies, museums and exhibition halls, amusement parks, gambling events and establishments, sports and resort organizations.

In accordance with the requirements and wishes of customers, that is, the formation of a set of services called “tour”, is carried out by tour operators.

VD Markov believes that when contacting a travel company, the client first of all wants to know what services he is purchasing and how to use them, as well as the guarantees and obligations of the company and his rights. In the structure of tourism services, there are basic and additional:

1) Transportation services

2) Accommodation

3) Catering for tourists

Additional services include:

1) Services for organizing excursions

2) Tourist insurance services

3) Services of guides, guide-interpreters

4) Tourist transportation services from the place of his stay in the country (place of his temporary stay) to the place of accommodation and back (transfer), as well as any other transportation within the country (place of temporary stay) provided for by the travel conditions

5) Equipment repair services

6) Rental services

7) Currency exchange

8) Phone

10) Household services

11) Right to use the beach

Thus, a tourist product is a property right to a tour intended for sale to a tourist.

Tourist and excursion organizations are engaged in the preparation and sale of tours. In practice, they can bear any name - from a tourist office to an association of tourists and travelers. However, in terms of the type of business they can be divided into travel agencies and tour operators.

What do these terms mean, what are their main differences and features?

The travel agent sells the tourist product to the client in the form of complexes (inclusive tours) or a free set of services (custom tours).

The tour operator completes tours and forms a set of services for tourists, develops tourist routes, saturates them with services through interaction with service providers, ensures the operation of tours and the provision of services, prepares advertising and information publications for their tours, calculates tour prices, transfers tours to a travel agent for their subsequent implementation tourists.

A travel agent is an intermediary organization engaged in the sale of tours formed by a tour operator to a consumer. The travel agent adds to the purchased tour the travel of tourists from the place of residence to the first accommodation point along the route, from the last accommodation point on the route back.

The main market role of these organizations is to connect service providers with tourist clients. This is a specific type of tourism business. The right choice of service providers is important here, based on professional knowledge tourism market, business, features and levers of its development and management.

Main functions tourism organizations: accessory; service; warranty.

The component function is a complete set of a tour from separate services - for a receptive tour operator; complete set of combined tours from receptive tours - for an initiative tour operator; completing packages of tours with transport and some other types of services - for travel agencies.

The service function is the service of tourists on routes and in the office when selling tour packages.

The guarantee function is the provision of guarantees to tourists for prepaid travel services in a specified amount and at a specified level. According to the current international and Russian legislation for the quality of the service provided, the organization that formed and sold the package of services to the tourist is fully responsible to the tourist, regardless of whether it provides these services itself or a third party (service provider).

Usually a tour operator is a larger company than a travel agent. It has a head office and several branches - an agent network. Regardless of its own agency network, the tour operator enters into agency agreements with independent travel agencies for the sale of its tours.

Travel agents and tour operators can have various forms of ownership: private, public, joint-stock company, but the essence entrepreneurial activity and market functions do not change from this.

A travel agency is a fairly common type of business in tourism. Competition pushes travel companies to find their niche in the travel business, forces them to adapt to demand, taking into account the differences between individual consumer groups. A significant proportion of firms operate as retail travel agencies, working directly with clients.

The main tasks of the travel agency:

Full and wide coverage of leisure and travel opportunities for all available tours, resorts, tourist centers, etc.

Organization of the sale of a tourist product in accordance with modern methods trade, as well as using the specifics and features of the tourism business.

Travel agencies can take a variety of forms:

Purely travel agencies for the sale of tours formed by tour operators on a commission basis;

Transport and travel agencies for the organization of transtours. There are prospects for creating joint ventures with transport organizations: aviation transit companies, airlines, railways. Agency agreements for the sale of transport tickets are also an option for interaction with carriers.

From the point of view of the specifics of their activities, travel agencies can be multidisciplinary (the most common), that is, they provide comprehensive services to any customers, including vacationers, business travelers, etc., and specialized, the most common of which are commercial travel agencies that organize business trips for large companies, including congress services, as well as those specializing in organizing recreation.

By pursuing a certain policy in the field of pricing, a travel company actively influences both the volume of sales and the amount of profit received. As a rule, a travel agency is not guided by obtaining momentary benefits by selling a tourist product at the highest possible price, but pursues a flexible pricing policy.

In general, there are 4 factors that affect price setting:

1. cost structure (the price must be higher than the costs of the travel agency);

2. price competitiveness;

3. prices that buyers are willing to pay (elasticity of demand);

4. goals of tourism organizations:

Profit maximization;

Maximization of return on investment;

Survival (seasonal nature of the tourism industry and high level of competition);

Increase in sales .

Price elasticity of demand is of great importance for pricing in tourism. To determine the degree of sensitivity of demand to price changes, the price elasticity of demand is used, which is defined as the ratio of the percentage change in the quantity demanded to the percentage change in its price.

Because of the price elasticity of demand, prices are one of the key tools tourism marketing. This happens for the following reasons:

1. Price changes have a strong impact on sales volume. Usually relatively low price attracts additional customers, but an unusually high price can have the same effect in some cases. Consumers perceive more expensive services as higher quality, especially if they are unable to verify this.

2. Price change, unlike other marketing measures, has the fastest effect.

3. Potential tourists react faster to price changes than to service changes offered to them.

4. Changing the price to attract new customers is effective only in combination with promotional measures for the tourist product, aimed at both resellers and potential customers.

Directly the subjects of tourism production are the clients of travel companies.

In the process of selling any product, including a tourist product, significant place belongs to the sales method. The sales method should be understood as a set of methods for carrying out all the main operations related to the direct sale of a tourist product to consumers. The choice of sales method predetermines the level and structure technological process customer service, significantly affects the number of staff of the travel agency, the size of its areas, the degree of provision with means of communication and information technology, expenses and other indicators .

An important element of customer service is documenting relationships. The documents can be divided into three groups:

1. Documents for the order (order, booking sheet, booking confirmation).

2. Documents for the client (contract, voucher, voucher, memo, insurance policy, transport ticket).

3. Documents confirming the identity of the tourist (passport, power of attorney for children, etc.)

OI Kostyukova believes that when filling out a booking sheet, or as it is also called - an application for a tour, the client, in confirmation of his intentions, pays part of the cost of the tour. Depending on whether this amount is called an advance payment or a deposit in the document, the application may have a different legal status. So, if the advance payment is recognized as an advance payment, then the completed application (or booking sheet) is recognized as a preliminary contract, according to which the parties further undertake to conclude the main contract on the conditions stipulated by the preliminary one. Therefore, after filling out the application, the execution of the main contract should follow, and the preliminary one may be deprived legal effect or by agreement between the parties is included in the main as an integral part with the subsequent issuance of a voucher. If the advance payment is recognized as a deposit, then the presence of the deposit indicates the conclusion of a transaction agreement, as a result of which another agreement is not required. Options for filling out an application-booking list are expedient, and first of all, for travel agencies who sell tours of tour operators and do not have complete information on the possibilities of the latter to immediately provide the client with the required service, as well as in the development of individual tours. If the service is provided directly by the tour operator, then drawing up a preliminary contract in the form of an application is not advisable.

Thus, specialized travel agencies are engaged in ensuring the quality of the tourist product, which can be conditionally divided into travel agents and tour operators. Prices for a tourism product should be flexible and formed not only at the expense of costs and planned profits, but also at the expense of the opinions of customers. The subjects of tourism production are customers. The relationship between them and travel companies can be regulated by various documents, contact forms, etc.

It is advisable to plan a number of such reviews before the start of the company, in its midst and after its completion. 3. MARKETING PLAN FOR A SMALL TRAVEL COMPANY IN KHABAROVSK ON THE EXAMPLE OF AKFA-SERVICE LLC 3.1. Analysis of the current marketing situation. According to the administration Khabarovsk Territory(Tourism Department of the Committee on Economy) as of 01.05.00, the number of travel agencies operating in Khabarovsk exceeds 120. ...

Tourism and write about it as much as possible to attract. Perhaps foreign consumers, etc. We must look to external manufacturers and learn from them. 2.3 Promotion of Holiday Service company's tourist services on the Internet Advertising, like any other kind marketing communications, plays an important role in the implementation of the strategy of a travel company. It provides social and cultural...

INTRODUCTION

Every year the Russian tourism industry is increasingly involved in the global market. The development of tourism, like no other sector of the economy, stimulates the creation of jobs and the development of small businesses, redistributes resources between countries, has a stimulating effect on such sectors of the economy as transport, communications, services, trade, construction, production of consumer goods and is one of the most promising directions structural restructuring of the economy of the Russian Federation and the Far East.

The most important activity of firms operating in the tourism sector is the promotion of a tourist product on the market, advertising and the sale of a prepared tour package. Currently, the media, special publications, brochures and the Internet are literally overflowing with a variety of tourist offers, and the path of a travel agency to success lies in bringing relevant information to a potential client and causing him to respond. This task is feasible if the company's management has knowledge in the field of marketing or the company has a marketing and advertising department.

For decades, under the Soviet system, there was a centralized vertical system of tourism management, in which there was a centralized economic policy that supported the financing of targeted activities to promote, first of all, ideology and, secondly, the actual tourist resources and services. With the advent of perestroika and further reformation of business principles, tourism has moved into the sphere of entrepreneurship, and now entrepreneurs must spend their own money to solve their problems.

Advertising, as the main means of promoting a tourist product, is expensive and not always effective. The use of marketing technologies will make it possible to rationally use the resources of a travel enterprise, including financial resources, to promote and sell tours and will help in choosing the most effective promotion methods for each tourism product.

The purpose of this term paper- not only determine the place of marketing in tourism, but also name specific marketing tools applicable in tourism.

MARKETING TECHNOLOGIES IN TOURISM

The concept and role of marketing in tourism

Tourism marketing is a set of methods and techniques for collecting and analyzing data aimed at identifying opportunities to meet people's needs in terms of psychological, economic and social factors, as well as solving the problems of rational management of a tourism organization.

The purpose of marketing is to recognize, identify and evaluate the existing or latent demand for goods and services that an enterprise offers or can offer, and to direct the efforts of the company to develop, manufacture, distribute, sell and promote these goods and services.

The goal of tour marketing is a profitable job of serving and satisfying customer needs. As the vice-president of the famous Sheraton hotel chain said, "Our goal is a profitable work of service and customer satisfaction. From this point of view, marketing should serve a clearly defined task: how to function most successfully.

The object of any marketing is the behavior of the enterprise in relation to its market and consumers. The central idea of ​​marketing in this case is the position of market orientation instead of the position of orientation to the product being produced.

Depending on the legal status and the corresponding legal form of a certain tourist enterprise, on the specifics of the activity and the state of the market for tour services, on the availability and volume of state assistance, on the mentality of the entrepreneurs themselves, the marketing goals of the tourist enterprise are divided into:

1) Economic: formed through certain digital performance indicators or through percentages (maximizing profits in the future, identifying new market segments, improving the sale of tour products, strengthening market positions, etc.).

2) "" Selfish "": increasing the prestige and improving the image of the company, country, region or locality. This may be a desire to maintain independence, increase business stability, etc.

3) Social: considered from the point of view of developing such a tour product that people with lower incomes can use. They can also be expressed in the development of tourism products that contribute to the protection of the environment,

reducing unemployment, stimulates the expansion of small businesses.

The tourism industry is characterized by a large number of small and medium-sized enterprises that have neither the "know-how" nor the experience necessary to correctly apply modern marketing techniques. They also do not have enough profit /revenue/ to hire the required number of people and pay the necessary marketing expenses. They make only erratic attempts at advertising, promotion and market research.

To achieve success requires considerable effort, invention, resourcefulness. First of all, it is necessary to develop an appropriate strategy for promoting your tour product. Such promotion can be carried out in various ways, both external and internal in relation to the firm concerned.

The development of a marketing strategy at different levels will ultimately make it possible to determine a national program for the development of domestic tourism. At the present time, nothing of the kind has been developed at the national level, but even most tour companies that have already worked for a considerable time in this business use only a group of methods and means of marketing activities.

The tourist product, by virtue of its consumption by individuals, must be brought to the individual personally. At the same time, the tour operator is forced to resort to the help of thousands of travel agencies that, directly or indirectly through agents working for enterprises, bring information about this product to a potential consumer. At the same time, in the conditions of price competition in the region for a specific type of product with uniform characteristics, price indicators are leveled out, since at the stage of consumption of the tour, a potential client has a pronounced tendency to minimize costs. Here it is necessary to study the problem of tourist demand in more detail.