The basic concepts of marketing at the enterprises of the tourism industry. Tourism marketing concept. Tourism product definitions

2.3. Tourist enterprise - the main link in the implementation of the marketing concept Tourist enterprises are an important component that forms a tourist offer in the subsystem "subject of tourism". V tourist area various tourist enterprises operate.

Question 18 of the Concept of the marketing mix (marketing-mix) Answer The marketing mix is ​​a set of practical tools for adapting a company to the market situation and measures to influence the market. Nice complex marketing helps the firm gain a strong market position.

Chapter 2 Concepts of the origin of bureaucracy in traditional societies The concepts of "patrimonialism" and "patrimonial bureaucracy". Ancient China: Confucianism and Legalism. M. Weber on the Chinese bureaucracy. The system of training and the principles of staffing of officials in

Chapter 7 Concept of bureaucratization of political parties M. Ya. Ostrogorskiy: analysis of evolution of bureaucratization of political parties in Great Britain, France and the USA. General approaches to the role of organization in society and political parties in M. Ya.Ostrogorsky's research and theory

7.3. Marketing concepts and directions in the enterprise As noted earlier, marketing is used both in commercial and non-commercial activities, for example, in activities related to charity, dissemination of public ideas (

In foreign and domestic theory and practice, there is no consensus and approach regarding the content and sequence of implementation of the marketing concept. Based on the fundamental methodology of marketing as a market management concept, we will try to find, in a sense, a universal approach to defining and describing marketing activities and bringing it into a logically consistent system.

If we consider marketing in tourism as a system, then we must proceed from the fact that it contains certain components. By highlighting and examining them in interrelation and interaction, it is possible to outline the main outlines of the implementation of the concept of marketing in a tourist enterprise.

The marketing process begins with an analysis of market opportunities. This task is solved by conducting a complex of marketing research. Their result is an analysis of the initial situation and specific recommendations for determining the prospects for the travel agency, taking into account the most attractive areas of capital investment. Based on the comparison of the identified market opportunities with the goals and resources of the enterprise, its marketing opportunities are distinguished.

Determination of marketing opportunities allows you to select the most promising target markets for a travel company. This approach allows not to scatter marketing efforts, working on the entire market, but to focus them on meeting the needs of selected groups of customers, which the company is able to serve and it is profitable for it.

One of the most important tasks of marketing is to establish the maximum possible planning in the activities of a tourist enterprise. This is ensured by choosing the optimal marketing strategy. This reduces the degree of uncertainty and risk in marketing activities and ensures the concentration of resources on the selected priority areas... Strategies are fleshed out in programs.

The practical implementation of the marketing strategy is associated with the choice of means that ensure the materialization of the goals and objectives. Therefore, the most important place in marketing activities is the development of a marketing mix. This is a set of means of influencing consumers of the target market in order to evoke the desired response from them.

V recent times several more components of the marketing mix are often distinguished:

• -staff, their qualifications and training;
• -process of service provision;
• -environment.

The tourism business is unique in the sense that the personnel of the enterprises? it is part of the tourism product. Hospitality, benevolence? the main condition for all employees, 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. The renowned specialist in the field of service culture R. Norman introduced the special term "moment of truth". It occurs when an employee of the company and a client come into direct contact. The consequences of such contact are poorly influenced by the firm. Skills, motivation, skills used by the representative of the tourism company, on the one hand, the expectations and behavior of the client? on the other hand, they create a service delivery process. Norman borrowed the idea for R from bullfighters, who used the term to describe the moment when a bullfighter stands in front of a bull in the ring. Despite all the education and training of the bullfighter, one of his wrong movements or the unpredictable movement of the bull can lead to a disastrous outcome.Likewise, in the interaction of employees and customers, a mistake made by an employee, or the inability to fulfill an unexpected request of a client may end up in the fact that he will not be satisfied with the service ...

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

• -can serve as a carrier of information for potential consumers;
• -can serve as a means of attracting the attention of customers;
• -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);
• -can create a certain mood.

Given the extreme importance of the marketing mix within the overall marketing strategy, private strategies are being developed for all of its main elements:

• -product strategy;
• -pricing strategy;
• -sales strategy;
• -communication strategy.

The product strategy provides for the development of a tourism product that best meets the needs of tourists, as well as the development and introduction of new tourism services on the market.

Pricing strategy implies determining the behavior of an enterprise in the market with a view to the long term and pricing tactics for a shorter period in relation to each tourist product, as well as a specific market segment.

The sales strategy includes the definition of channels, forms and methods of bringing the tourist product to the consumer.

The communication strategy determines the purposeful activity of a travel company to disseminate positive information about itself and about its product. These activities include advertising, sales promotion, personal sales, propaganda, as well as participation in exhibition events and the formation corporate identity... In the context of the development of relationship marketing, the utmost attention should be paid to the development of a communication strategy. Within its framework, it is necessary to provide not only classical events, but also measures to form and optimize personal communications, communication, and interactions.

When developing a marketing complex as a whole and private strategies for its constituent elements, it is advisable to be guided by the following principles:

• 1. Consistency, which ensures the alignment of the elements of the marketing mix. For example, a high quality tourism product must be accompanied by high-quality advertising and impeccable customer service;
• 2. A balanced approach, which involves the study and consideration of the sensitivity of the market to constantly changing variables that shape its conjuncture;
• 3. Posting changes budget expenditures, which determines the need to comply with budgetary discipline and complexity in planning the structure of the marketing mix. Rationality and a reasonable combination of marketing tools for each specific situation in the market should be the basis for the effective use of enterprise funds. Therefore, for each combination of elements of the marketing mix, it is advisable to determine the dependence of the change in sales volumes on marketing costs, as well as to plan the calculation of costs for the entire structure of marketing activities.

To ensure the effectiveness of marketing management requires the development of its support systems.

• -marketing information;
• -organization of marketing;
• -marketing control.

The marketing information system ensures the receipt, systematization, assessment and use of information characterizing the state of external and internal environment tourist 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 a tourist enterprise, which ensures the implementation of marketing activities.

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

Introduction

This course work is devoted to the consideration of the topic "Features of marketing in tourism."

This topic is enough relevant within the framework of modern conditions prevailing in the field of tourism, since today tourism tops the list of the most important socio-economic sectors of the world economy. It is becoming a lifestyle for millions of people on our planet. Its beneficial influence on the development of political, social, cultural ties and interpersonal relations on an international scale has become an obvious fact for everyone.

Tourism marketing is a system for managing and organizing the activities of tourism companies to develop new, more efficient types of tourist and excursion services, their production and sale in order to make a profit based on improving the quality of the tourism product and taking into account the processes that take place in the global tourism market.

With the growth and constant change of the tourism market, the competition is extremely high. In an increasingly competitive environment, companies are forced to focus on customer satisfaction. Companies that don't do this have no future. This is why the travel industry needs an increasing number of marketing professionals who understand its global challenges and are able to respond to the growing needs of consumers with creative strategies based on good marketing knowledge. To achieve a positive marketing effect, close marketing coordination is required various organizations and enterprises. Therefore, the concept of marketing in tourism is more than anywhere else, holistic and comprehensive.

It should be noted that such foreign and domestic scientists as: AP Durovich; Philip Kotler; Papiryan G.A .; James Makens; Rogov G.K .; V.I. Azar; John Bowen; T.P. Rozanova; Rieger A .; Karpova G.A .; Sounders J.; Garanin N.I. other.

With regards to degree of knowledge of this problem at the present time, it should be noted that, having originated in the industrial sphere, marketing for a long time did not find an appropriate application in the field of tourism. However, the increase in competition, the commercialization of tourism activities have led to the need for the earliest possible introduction of the basic elements of marketing in the practice of tourism enterprises. At the same time, tourism has certain features related to the nature of the services provided, forms of sales, the nature of labor, etc. therefore, tourism marketing has whole line characteristic features(features), which even made it a separate area of ​​marketing as a science and academic discipline.

So, aim This work is the study of the features of marketing at the enterprises of the tourism sector.

To achieve this goal, select a number of tasks:

1. Consider the essence of marketing in tourism

2. Consider the features of the use of marketing in tourism

3. Conduct an analysis of the features of marketing activities on the example of a specific tourist enterprise

Object in this course work is the travel agency "Balkan-Express-Obninsk", on the basis of which research was carried out in order to achieve the above goal.

Subject- features of marketing in tourism.

Research methodology, with which it was written this work, next: sociological, empirical and analytical.

When writing this work, we used scientific works, analytical works, magazines, textbooks and scientific literature.

The work is structurally from an introduction, three chapters, and a 33-page conclusion.

In the first chapter Theoretical aspects of marketing in tourism the following issues are considered:

1. Marketing in tourism: concept, content, concept.

2. Tourism product as the main concept of tourism marketing.

3. Marketing communications in the field of tourism.

In the second chapter Analysis of marketing activities at a tourist enterprise issues such as:

1. Overall score enterprises: characteristics

2. Features of marketing activities in the travel agency "Balkan-Express-Obninsk".

In the third chapter Suggestions for improving tourism marketing activities the following paragraphs are considered:

1. Improvement of marketing activities in the field of tourism

2. Improvement of marketing activities in the travel agency "Balkan-Express-Obninsk"

ChapterI. Theoretical aspects marketing in tourism.

1.1. Marketing in tourism: concept, content, concept.

The word "marketing" is borrowed from the English language. The word “market” is translated as “market”, and the word “marketing” derived from it is “ trade work on the market.

Let's try to answer the following questions: what is marketing? Why does a travel agency need it? What is its content and concept?

So, marketing is a system of management of trade and production activities of a travel company in the conditions market economy.

There are many other definitions of marketing. Let us dwell on the most acceptable definition of it main goal- to recognize, identify and evaluate the existing or latent demand for travel services that the travel agency can offer to the consumer, and direct their efforts to the development, production, promotion and sale of these services in order to obtain optimal profit.

Answering the question why marketing is necessary for travel agencies, let's say that their activities in a market and competition are always associated with more or less financial risk, the degree of which increases especially in foreign economic activity, including in the field of tourism. Nowadays, each tourist company is financially responsible for its own unprofitable operations. In 1995-2000. Many Russian travel agencies suffered financial collapse due to mistakes made in their work and were forced to cease their activities.

This is why the issue of entrepreneurial risk should be the focus of any travel firm. Reducing this risk can only be achieved by using the marketing concept as accurately as possible.

Of course, it is not only the competition in the market that determines the importance of marketing. An even more important goal for a travel agency is to increase the production and sale of tourism products, increase revenues and profits, and increase profitability.

An entrepreneur cannot retain a consumer of travel services if he does not receive a return on invested capital and if he does not re-invest this profit in production in order to be able to satisfy the needs and desires of his clients. Thus, it must be said that marketing is not a one-time or unambiguous action, or a measure, limited by some functional or time frame. Modern marketing affects all areas of activity of each travel company, its organizational and functional structures, and the implementation of marketing measures are becoming a daily practice of the travel agency team.

When talking about the concept of marketing, concepts such as “marketing position”, “marketing process” and “marketing technology” are used.

The marketing position is based on the fact that in a market and competition, demand determines supply. Consequently, the success of a business depends on its ability to offer travel services in such quantity and of such quality, in such a place and at such a price, which would correspond to the actual and potential demand.

Thus, the starting point of marketing is the presence of a certain market and consumer demand for travel services. There is a demand for travel services, which means that the company can actively develop a marketing strategy and plans for its implementation, and if there is no demand, then it is necessary either to look for it elsewhere, or to repurpose its production activities.

It should also be emphasized that the main thing in marketing is the task not so much to passively follow demand, but to actively form this demand based on forecasting its development.

The marketing process is a series of interrelated measures that start with market and demand identification and include planning, developing, producing, distributing and selling goods and services to consumers.

Marketing technology is management methods used by an entrepreneur in the process of identifying and studying demand, planning production and selling travel services and goods.

In other words, marketing is a system of interrelated techniques and measures that allow a travel agency to achieve positive results in the travel services market.

Also, it should be remembered that in the tourist world, the success of marketing depends on:

ü from integrated analysis market;

ü production of a tourist product;

ü analysis of systems and sales channels;

1.2. Tourism product as the main concept of tourism marketing.

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

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

In tourism, the result of an activity is reduced to a tourist product. In fact, a tourist product is any service that satisfies certain needs of tourists and is payable on their part.

Tourist services include hotel, transport, excursion, translation, household, utilities, intermediary and others. At the same time, the "tourist product" can be viewed in a narrow and broad sense.

A tourist product in the narrow sense is the services of each specific sector of the tourism industry (for example, a hotel product, a tour operator's tourism product, a transport company, and so on). In a broad sense, a tourist product is a complex of goods and services that together form a tourist trip (tour) or is directly related to it. The main tourist product is comprehensive service, i.e. a standard set of services sold to tourists in one "package".

Tourist product, along with general specific

the characteristics of the services have their own distinctive features:

1. This is a complex of services and goods characterized by a complex system

relationships between different components.

2. The demand for tourism services is extremely elastic in relation to income levels and prices, but largely depends on political and social conditions.

3. 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.

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

5. Tourism product depends on variables such as space and time, it is characterized by fluctuations in demand.

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

7. High quality of tourist services cannot be achieved if there are even minor drawbacks, since tourist service consists of these very little things and small details.

8. The quality of tourism services is influenced by external factors having a force majeure nature (natural conditions, weather, tourism policy, international events, etc.).

These specific features of the tourism product provide

significant influence on marketing in tourism. Some authors put global content into the concept of tourism marketing, such as the Swiss specialist J. Kripendorf: “Tourism marketing is a systematic change and coordination of the activities of tourism enterprises, as well as private and public policy in the field of tourism, carried out by regional, national or international plans. The purpose of such changes is to best meet the needs of certain groups of consumers, while taking into account the possibilities

receiving the corresponding profit ".

Establishing contacts with clients;

Development;

Control;

Establishing contacts with customers aims to convince them that the proposed destination and the services available there, services, attractions and expected benefits fully correspond to what the customers themselves want to receive.

Development involves designing innovations that can provide new sales opportunities. In turn, such innovations should correspond to the needs and preferences of potential customers.

Control provides for the analysis of the results of activities on

promoting services to the market and checking how these results

reflect the truly full and successful use of tourism opportunities.

However, marketing is expanding its functions, with particular emphasis on

relationship with consumers. Long-term customer relationships are far less expensive than the marketing costs required to increase consumer interest in a new customer's firm.

A tourist product, first of all, should be a good purchase. In this regard, tourism marketing is the sequential actions of tourism enterprises aimed at achieving this goal.

1.3. Marketing communications in the field of tourism.

Modern travel agency marketing means more than developing good services, setting them at an attractive price and bringing them closer to the consumers of the target market.

The travel agency must also have a continuous communication link with existing and potential clients. Therefore, each travel company inevitably begins to play the role of a source of communication and a generator of various means of promoting information about services to the markets.

Communication processes should not be left to chance. To work effectively, firms often hire advertising agencies for the development of effective advertising, sales promotion specialists, preparation of tourist product promotion programs and, finally, public relations firms to develop the corporate image of the enterprise. For any travel company, the question is not only what communication policy spend, but also how much money needs to be spent and how to do it.

Modern travel companies operate a complex system of marketing connections. The firm communicates with its intermediaries, customers and various members of the public.

Complex marketing communications consists of four main means of influence:

· Propaganda;

· sales promotion;

· Personal sale.

Advertising is the most significant element of the communication complex. It has a great potential impact on all other elements of this complex (it can attract large masses of people) and is the most expensive.

Playing the main role throughout the communication system, advertising simultaneously informs about the company and its product, convinces potential buyers to opt for this company and its product, increases the confidence of existing customers in their choice, etc.

According to Western experts, in the tourism business, advertising is required to perform the following important tasks:

1.With its help, any component of the service must have a tangible appearance so that potential consumer it was clear what exactly was being offered to him.

2. She must promise a benefit or a solution to the problem.

3. It should point out the differences between the company's product and the product of its competitors.

4. It must have a positive impact on those employees of the company who must carry out the promises made to customers.

5. It must be capitalized through oral distribution.

In the tourism business, as well as in other areas, the importance of such elements of the communication complex as public relations and publicity has been increasing recently. Some travel companies spend half of the funds allocated for advertising purposes on them (20 years ago, 2 - 3 times less funds were spent on public relations and publicity). The reason for this lies in the fact that public relations is a powerful tool and can sometimes have more impact on a potential client than advertising.

According to foreign experts, effective public relations is a management tool with which an organization presents its product in terms of mass media with the best side... However, the difference between public relations and publicity is that the latter only composes information (this information can represent the organization with both the best and the worst side) intended specifically for the media. As for public relations, with its help the organization exercises a kind of control over publicity and makes sure that only a positive opinion is created about its product.

Thus, public relations is a powerful marketing tool that can determine the success of an organization, improve its credibility, create new market, help in the fight against competitors, introduce a new product on the market, show loyalty to trade mark, improve the effectiveness of other elements of communication, etc.

As you know in marketing, there are four main pricing strategies:

1. Maximizing current profit

2. Maintaining positions in the market

3. Market leadership

4. Leadership in product quality

So, let's consider which of these strategies Balkan-Express-Obninsk uses.

We have already noted that the tourism product of this agency is mainly focused on a clientele with a high level of income, and, as a rule, high-income people require a certain service - unique tours, created specially for the order, very expensive V.I.P. - hotels, exotic and extreme high quality offers. The organization of this type of recreation requires high costs, and accordingly, the product will be sold at a fairly high price.

Based on these criteria, we can conclude that this company mainly uses 2 pricing strategies: maximizing current profits and winning leadership in terms of product quality.

Let's take a closer look:

The current profit maximization strategy is characterized as a strategy with a high price level and which requires certain conditions, namely - the offer of unique or less common expensive services and when the demand for certain types of tourist services significantly exceeds the supply.

The strategy of gaining leadership in terms of product quality requires that the company's products are of the highest quality available on the market. This, accordingly, requires the establishment of a product high price, which was already noted above.

With regard to the pricing policy in relation to regular customers, they are given discounts.

Sales promotion, sales channel management.

Let's consider how sales are promoted in Balkan-Express-Obninsk. First of all, this includes a system of discounts. The discounts that the agency offers to its clients are as follows:

ü New Year and Christmas discounts

ü discounts for children

In addition, in the office itself, various colorful brochures, brochures, glossy catalogs are used, which gives the effect of clarity. When buying tours, customers are presented with calendars, postcards or catalogs with topics in their chosen direction.

Participation in the work of various tourism exhibitions and fairs can be considered as one of the stages in the management of the distribution channel. These events help the agency to find new partners-tour operators and establish long-term business partnerships.

Marketing service in the travel agency "Balkan- Express- Obninsk»

As noted above, the company under study is not large and is still quite young, which is why the company's management has not yet created an entire marketing department, therefore, one person is engaged in marketing in the agency. He is responsible for organizing the travel of employees to exhibitions, placing advertisements, agreements with partners on the creation of new tourist services.

Of course, such an underestimation of marketing is not justified. For a more detailed study, analysis and other marketing research, a full-fledged marketing service should be created at a tourist enterprise, which should be represented by several employees.

ChapterIII... Suggestions for improving marketing activities in the tourism sector.

3.1. Improvement of marketing activities in general in the field of tourism.

So, we have researched marketing in tourism, as a result of which it is possible to draw certain conclusions and develop some proposals for improving marketing activities in the tourism industry.

In the course of the study, it became clear that in Russia in the field of tourism marketing is not yet fully used, good marketing services, marketing techniques are not supported. Until recently, marketing did not find appropriate application in the field of tourism at all, however, the increase in competition, commercialization and expansion of the tourism industry led to the need for an early introduction of the basic elements of marketing into the practice of a tourism enterprise.

And also, in order to avoid many problems, namely to reduce the degree possible risk you need to use marketing concepts.

Thus, tourism enterprises should organize entire marketing services with qualified staff, which will deal with the strategy of improving the enterprise's activities, conduct marketing research, develop sales promotion activities that are most suitable for a given enterprise, find the most profitable sales channels, engage in advertising campaigns, PR and the formation of a corporate identity.

If such departments and services are created and at the same time fully function, this will allow the enterprise to develop, because marketing ensures not only the effective satisfaction of market needs, but also the success of the enterprise in the competitive struggle.

In addition, the management of tourism enterprises should take care that the personnel of marketing services take advanced training courses, quickly adapt to new things, participate in various seminars and develop their own ideas.

The manager must stimulate and guide the marketing team. Take into account their development and collect meetings based on the results of marketing research in order to further develop measures to solve the problem, etc.

An exchange of experience with foreign partners is desirable, especially with countries where marketing is an integral part of the field of travel services and where marketing is the policy of improving the company's activities.

It is also necessary to supply employees of firms with literature, magazines and any other periodicals for organizing marketing activities.

Provide them with all the necessary tools to conduct quality marketing research.

Funds should also be allocated to attend conferences and any other events to discuss improving marketing in the tourism industry.

It is necessary to create tourist services that will be in demand, since it is known that if there is a demand for tourist services, then the company can actively develop a marketing strategy and plans for its implementation.

It should also be remembered that in order to actually use marketing as a reliable tool for achieving success in the market, specialists of tourism enterprises need to master its methodology and the ability to apply it depending on a specific situation.

Thus, marketing, as a field of activity, should not stand aside, it should be effectively implemented in tourism enterprises and develop as an independently operating unit, which is a kind of compass that allows the company to lead the company's activities towards the intended goals in the least risky way.

Marketing planning is also important. Marketing planning means the policy and strategy of a tourist enterprise in the development, pricing, sale of products and services, which are considered and resolved only in a complex, since they are inextricably linked and serve for the consumer "image" of the service.

Marketing planning in tourism helps to coordinate trade policy, implement sales tactics correctly and make a profit. The main function of marketing is to purposefully influence the formation of recreational needs, demand, monopoly and commercial prices, market segmentation, as well as the development of the range of tourist and excursion services.

By using marketing planning, many travel companies avoid mistakes and contingencies when entering a new travel market.

The marketing department in large travel companies must monitor not only the state of the markets and distribution channels, but also plan restrictive measures, since marketing itself does not control actions that affect the functioning of the company in the market.

The marketing strategy is based on advertising, production and promotion of a tourist product. The role of a marketer in a travel company is to, after analyzing all the market requirements, present them to top managers so that the latter can develop a strategy through which all these requirements can be satisfied.

It should also be noted here that successful implementation marketing ideas depends on:

ü from the participation of managers in the planning process;

ü development of product and market strategies based on specific facts and conclusions;

ü consistent implementation of the strategy.

It should be noted that the use of marketing planning in travel companies creates an organized system for studying the tourism market based on a comprehensive analysis and in order to most effectively influence the functioning market and develop scientifically grounded directions, prospects for its further development.

3.2. Improvement of marketing activities in the travel agency "Balkan- Express- Obninsk»

So, we have already noted that Balkan-Express-Obninsk does not have a full-fledged marketing department, and only one employee is engaged in marketing activities here.

It should be noted that only one person is not enough to carry out high-quality marketing activities. Of course, the employees of this agency are trying to apply marketing in their activities, studying the supply and demand for specific tourist services, making prices for new project advertising their services, etc., but this is not enough. In order to operate the company in a safe way, to promote the company and conquer new frontiers, the agency lacks a specialized marketing department. Thus, the creation of such a structure as a separately functioning body will not only help to reach certain heights, but also to occupy a leading position in this market sector for a very long time.

This agency needs to be reorganized, or rather to create a structure that meets the main, at least minimum requirements, the conditions for the survival of the company in the market, the promotion of the company, and in general, the work on the study of marketing policy. Indeed, in the conditions of fierce competition in this rapidly developing market, namely the market of tourist services, the underestimation of such significant factor can lead to bankruptcy or takeover of the company.

Another option is also possible - building simplest structure marketing services for this company, namely great experience this person engaged in marketing, the underdevelopment of other travel agencies and similar factors that do not force the company's management to create a powerful structure this direction... This option is less expensive, however, less efficient and less preferable.

As for the agency's advertising policy, despite the ongoing research, it is not as effective as it could be. Studies have shown that the main percentage of surveyed clients listens to advertisements on the radio, reads in magazines, and, as a rule, with a business theme and much less often in newspapers. To increase the effectiveness of advertising, it is necessary to take into account these factors and focus on auditory advertising, mainly focus on periodicals related to business, as well as introduce new types of advertising, such as Internet advertising (it must be effective, since business people often use the electronic network), leaflets and outdoor advertising- pillars on central roads.

Regarding the sales promotion policy, it can be noted that it would be possible to improve the system of discounts, for example, to make not only New Year and Christmas discounts, but also just holiday discounts (discounts up to 2% on major public holidays), you can also enter group discounts - when ordering group tour with more than 10 people discount also up to 2%, you can offer a system of cumulative discounts on the card regular client, when purchasing a very expensive tour, one free tour can be included as a thank you for the purchased tour. This company can afford such a policy, given that the client flow in this agency is very high and the main contingent of buyers is business people who purchase expensive V.I.P.-tours.

In addition, it is necessary to constantly improve the qualifications of managers in the field of marketing activities for the successful functioning of the marketing service. Management should encourage its employees to travel to various conferences, seminars and congresses.

Also, it should be noted that the head office has a full-fledged marketing department - the Marketing Planning Department. It is necessary to send managers to this firm to gain experience and improve the level of knowledge in marketing.

Marketing research should be encouraged and sponsored by the agency's management, as these activities can help improve the functioning of the firm.

In addition, in order to achieve certain goals, it is necessary to carry out the following:

ü annually adjust the market plans;

ü to appoint groups to develop a program of the firm's activities;

ü to cooperate with the tour operator in terms of loading, industrial support on the basis of joint participation in the market;

ü develop joint measures to promote the product in the tourism market;

ü to test new products, services, etc.

Conclusion

So, we researched the topic "Features of marketing in tourism". Based on the above study, a number of conclusions can be drawn:

1. Marketing is a system of interrelated techniques and measures that allow a travel agency to achieve positive results in the travel services market. Tourism marketing is a system for managing and organizing the activities of tourism companies to develop new, more efficient types of tourist and excursion services, their production and sale in order to make a profit based on improving the quality of the tourism product and taking into account the processes that take place in the global tourism market.

2. Marketing is necessary for travel companies, since their activities in a market and competition are always associated with greater or lesser financial risk, the degree of which is especially increasing in foreign economic activity, including in the field of tourism. Nowadays, every tourist enterprise carries financial responsibility for own unprofitable operations. Thus, the issue of entrepreneurial risk should be the focus of any travel company; reducing this risk can only be achieved through the most accurate use of the marketing concept.

3. Tourism has its own specifics, therefore, marketing in tourism has its own characteristics. The specific nature of marketing in tourism is determined by the distinctive characteristics of the tourism product from other consumer goods and services.

4. Creation of travel services that will be in demand allows you to actively develop a marketing strategy and plans for its implementation. A tourist product, first of all, should be a good purchase. Due to this travel marketing represents the successive actions of tourism enterprises aimed at achieving such a goal.

5. Modern marketing of a travel company means more than just developing quality services, setting them at an attractive price and bringing consumers of the target market closer to them, as well as a travel company must have continuous communication with existing and potential customers. Therefore, it is necessary to develop a set of marketing communications to improve the efficiency of the firm.

6. In the course of the travel agency's activities, it is necessary to develop an acceptable pricing policy and use pricing strategies in accordance with the specifics of the travel agency's activities.

7. The success of marketing in tourism depends on a comprehensive analysis of the market, production of a tourist product, analysis of systems and distribution channels, product advertising. Marketing planning is important. Marketing planning in tourism helps to coordinate trade policy, implement sales tactics correctly and make a profit. The main function of marketing is to purposefully influence the formation of recreational needs, demand, monopoly and commercial prices, market segmentation, as well as the development of the range of tourist and excursion services. By using marketing planning, many travel companies avoid mistakes and contingencies when entering a new travel market.

8. In Russia, in the field of tourism, marketing is not yet fully used, good marketing services are not being created, and marketing techniques are not supported. Until recently, marketing did not find appropriate application in the field of tourism at all, however, the increase in competition, commercialization and expansion of the tourism industry led to the need for an early introduction of the basic elements of marketing into the practice of a tourism enterprise.

9. The marketing department in large travel companies should monitor not only the state of the markets and distribution channels, but also plan restrictive measures, since marketing itself does not control actions that affect the functioning of the company in the market.

10. In most small Russian travel agencies, marketing is not yet firmly established in the management process. It remains an area of ​​activity where there is much more talk than deeds and attention from leaders. In recent years, travel companies have been paying more and more attention to planning a product or market business. But here a new problem arises - the plans become too detailed, which is an obstacle to the process of formation and promotion of the tourist product.

11. Tourism enterprises should organize entire marketing services with qualified staff who will deal with strategies for improving the activities of the enterprise, conduct marketing research, develop sales promotion activities that are most appropriate for the enterprise, find the most profitable distribution channels, engage in advertising campaigns, PR and the formation of corporate identity.

12. In modern conditions, it is necessary to conduct an active marketing policy, improve marketing services, expand and stimulate their activities.

13. To achieve the set goals, the company must carry out a number of marketing measures: develop various marketing plans, appoint groups to develop a program of the company's activities, cooperate with the tour operator on loading, industrial support on the basis of joint participation in the market, develop joint measures to promote the product on the tourist market, test new products, services, etc.

14. The manager should stimulate and guide the marketing team. Take into account their development and collect meetings based on the results of marketing research in order to further develop measures to solve the problem, etc.

15. Finally, it should be noted that marketing plays a very important role in shaping the success of the company, therefore, marketing techniques should be actively used in travel companies, failure to take into account such an important structural element as marketing is unacceptable in modern conditions of the tourism industry, developing so fast. This can lead to bankruptcy or takeover of the company.

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The essence of marketing in tourism

Marketing is the most important component of the activity of any organization. The main goal of marketing in the service industry is to ensure efficiency through complete customer satisfaction.

Definition 1

Marketing in tourism is a system of constant coordination of services sold with services that are in high demand in the market, and which a travel company is able to offer more efficiently from an economic point of view than competing firms.

Initially, marketing found its application in the manufacturing industry and only then began to be actively used by tourist enterprises. This was led by the growth of competition and the commercialization of the tourism industry, this became the reason for the need to introduce key marketing elements into the practice of tourism enterprises. However, it is important to take into account certain features of tourism, which are associated with the specifics of the services provided, the form of sales, etc.

The main aspects to look out for when studying tourism marketing are the following:

1. Marketing is not a separate activity, but a whole system: an interconnected process of providing services based on demand.
2. Marketing cannot end in one action, as the market is constantly changing and evolving. In other words, we can say that marketing is an ongoing process.
3. All actions within the travel agency must be consistent with the external environment.
4. Marketing should be based on planning and forecasting the state of the market under the influence of certain factors.
5. Marketing is one of the main tools to increase the profitability of the company.

So, marketing is a kind of compass in the process of studying supply and demand for a specific tourist service, setting prices for new services, developing advertising campaign etc.

Tourism Marketing Principles

The essence of marketing in tourism defines its key principles. Among them:

• focus on economic results;
• the complexity of the approach to achieve the set goals;
• accounting market conditions and requirements and simultaneous targeted impact on the market;
• all goals should be developed for the long term;
• active, offensive and adventurous steps in the process of responding to external stimuli.

Being specific economic phenomenon, marketing in tourism should be used under a number of conditions:

• saturation of the market with tourist services;
• the presence of intense competition between travel agencies for the client;
• free relations in the market.

The first of the listed conditions determine the relevance of the marketing approach. The third condition is designed to ensure the effectiveness of the use of marketing in the context of a particular enterprise. A travel company, as an economically independent entity, must apply a systematic approach to managing its marketing activities, since in the presence of fierce competition, unsystematic management makes it a weak link in the market.

Key functions of tourism marketing

It is customary to highlight such key marketing functions in tourism as:

• establishing contact with the client in order to convince him that this service fully meets his requests and expectations;
• development with the aim of designing innovations to find new markets and sales channels;
• control, implying the analysis of the results of marketing activities for their effectiveness.

Thus, with the help of marketing, it is possible not only to effectively meet market needs, but also to increase the competitiveness of a tourism company.

Remark 1

So, marketing provides not only effective satisfaction of market needs, but also the success of the enterprise in the competition.