Tourist services. Analysis of the volume of sales of tourist and excursion services Volume of tourist services provided to the population

Tourist service- this is the result of the activities of a tourist enterprise to meet the needs of tourists. The services themselves are invisible goods of a special kind. The service arises in the process of its consumption and does not exist separately, by itself. This is the main difference between a service and a product. The goods are usually delivered to the consumer, and in the case of a tourist service, the consumer is delivered to the place of its generation.

Travel services can be divided into:

the main tourist services are regulated by the contract for tourist services and vouchers. These services generally include: accommodation, meals, transport services, including transfer, excursion services, tourist center.

Tourist center- a tourist's resting place, including all his recreational opportunities:

natural, cultural and historical, ecological, ethnic, socio-demographic, infrastructural.

Transport- a means of transportation with which you can get to the tourist center. The most widely used means of transportation is without a doubt the airplane.

Accommodation services- this is a specific hotel that is offered to the tourist in the tourist center during the trip.

additional (targeted and infrastructure services not included in the tour price and purchased for additional fee). Additional services can be offered at the time of purchase of the tour and will be taken into account in the cost of the tour, or they can be offered during the tour and paid by the tourist independently

Catering services (bar, restaurant, cafe, buffet, beer bar);

Shops (souvenir, grocery), vending machines;

Entertainment infrastructure (disco, casino, night club, slot machine room, billiard room);

Excursion service, guide-interpreter services;

Organization of ticket sales to theaters, circus, concerts, etc .;

Transport services (booking tickets for all types of transport, ordering vehicles at the request of guests, calling a taxi, car rental);

Purchase and delivery of flowers;

Consumer services (shoe repair and cleaning; repair and ironing of clothes; dry cleaning and laundry services; storage of things and valuables; unloading, loading and delivery of luggage to the room; rental of cultural and household items - televisions, dishes, sports equipment, etc.; repair watches, household appliances, radio equipment; hairdressing, manicure and massage rooms and other household services);

Beauty salon services;

Sauna, bathhouse, swimming pools, gym;

Rent of meeting rooms, conference halls;

Business center services;

Transport service- one of the main types of services in tourism. They also account for the main share in the structure of the tour price. Depending on the duration and distance of travel, this share (in most cases) ranges from 40 to 60%

The main share in the overall structure of transport services belongs to air transport. The largest number of tourists, especially long-distance travelers, use aviation services. Air companies, having international booking and reservation networks, pay travel agencies a certain amount for each seat booked on the plane, thereby motivating them to choose air travel.

Transportation services and other transportation services are present in various components of the tourism product. Transportation from the place of departure to the place of destination and transfer - transportation of tourists to the destination, transportation services on site.

Tourist transport travel is carried out by several types of transport: rail and road; aviation and automobile; water, etc. The most mobile modes of transport are bus and car. They are used both on an independent route and as an auxiliary (transfer) transport for the delivery of tourists from airports or train stations to the hotel and back.

Automobile transport can rightfully be called a transport of general use, since it is used everywhere: from transfers and excursions, within route transportation by buses to car rental by tourists for personal use on vacation. Buses and cars are local and intra-regional transport. Bus sightseeing tours with visits to several cities and places of interest are especially popular. It is convenient for tourists that they can travel along the route and within the city on their own transport.

The main competitor of buses in group transportation - Railway. Within our country, it also has some priority over air transportation (on group intra-Russian routes). The advantage of rail transportation is also lower tariffs and (in foreign countries) an extensive system of discounts, travel tickets, etc., allowing travel at significantly lower prices. However, neither bus nor rail services compete with long-distance aviation.

Water transport, river and sea by themselves already evoke the image of tourist - cruise service and are used in tourism quite actively. Water travel has a number of both advantages and disadvantages compared to other modes of transport. The most significant advantages are a high level of comfort, a large volume of one-time loading, the possibility of implementing various types and purposes of tourism (educational, business tourism, educational, shopping tourism, etc.), good rest, a full range of life support. The main disadvantages are the low speed of movement of vehicles, high tariffs, limited mobility, and often the susceptibility of some people to "seasickness" on sea cruises.

Transport contributes to the development of regions, helps to increase the prestige of the country

Vehicle classification. According to the UNWTO Recommendations on Tourism Statistics, the following classification of means of transport is proposed:

Air transport: scheduled flights; flights that do not comply with the schedule; other air transportation.

Water transport: passenger lines and ferries; Cruises; other types.

Land transport: railway transport; intercity and city buses; other road transport; private cars for up to eight people; rental of vehicles.

International vehicle classification:

Air Transport:

Regular flights of national and foreign airlines;

Charter flights of national and foreign airlines;

Other flights: private jets, air taxis, other aircraft.

Water transport:

Commercial sea and river vessels: passenger lines, ferries, cruise ships.

Yachts, warships with a courtesy visit.

Ground transportation:

Railway transport: regular flights, special tourist trains, other types;

Bus transport: regular flights, special tourist buses;

Private cars: taxis and rental cars with drivers, rental cars, own cars, mobile homes, hitchhiking, motorcycle, bicycle

The main purpose of functioning tourist market is to maximize profits by attracting more and more tourists. All the efforts of travel agencies, travel agents, as well as other employees directly or indirectly related to the production of tourism products, the provision of tour services, are interested in promoting Russian resort areas, attracting tourists to famous places in order to benefit from this. The quantification of the final level of consumption in tourism is defined as the cost of tourism products (goods and services) used to directly meet the needs of a tourist or excursionist.

This indicator is one of the key in the analysis of the functioning of the tourism industry, it reflects the standard of living of foreign tourists, is an indirect indicator of the attractiveness of the region for tourists and reflects the development of the market in the region. Therefore the extrapolation this indicator is necessary for the comprehensiveness of the analysis of the market of tourist services in order to adjust various measures and programs aimed at the development of tourism. That is why it was chosen as the main indicator for modeling.

In order to proceed to modeling, it is necessary to analyze the original time series for trend and seasonality. Figure 3 shows that there is a clear upward trend in the dynamics of the series. Secondly, the periodicity over the entire interval is approximately the same, therefore, we can assume the presence of seasonality in this time series. Thirdly, the fluctuation amplitude is approximately the same throughout the entire period. So this time series can be called additive rather than multiplicative.

It is also possible to confirm this using various tests and criteria. According to the ACF graph (Appendix 2), we can conclude that there is a trend component: since the correlations at the first lags are close to 1 and then decrease monotonically, in addition to this, not all autocorrelation values ​​fell into the acceptable gray area - the area where the values ​​are insignificant - therefore, the data does not have the properties of white noise (stationarity, randomness).

The PACF diagram (Appendix 2) also confirms the absence of signs of white noise - too many values ​​are "outliers" - go beyond the gray area of ​​the acceptable value. The presence of seasonality is evidenced by the fact that each 12 lag has higher correlation values ​​than the others, even though the indicator is decreasing.

On the periodogram graph (Appendix 2), you can notice several features that are characteristic of a time series that has a trend component. Firstly, at 0 lag, a sharp upward jump is noticeable. Secondly, after the jump, the values ​​begin to decrease. From the periodogram, you can also calculate the frequency of the series, which is equal to the reciprocal frequency, and is 12.04, which is rounded up to 12 months.

Analytically, the assumption of a trend is tested using a nonparametric randomness test (Wald-Wolfowitz test). The purpose of this test is to determine the presence of a systematic component in a time series. According to the test results, at any level of significance, the hypothesis about the randomness of the time series of the volume of paid tourist services is rejected (observed value = -7.51; critical value (5%) = 1.96), so it can be argued that this series contains a trend ( systematic) component.

To build some time series models, it is required that they satisfy the stationarity conditions. A stationary time series is a series in which the mean and variance are constant over the entire time interval. To check the stationarity of the time series of the volume of paid tourist services, the Dickey - Fuller test (Appendix 7) was used, the test values ​​of which are illustrated in Table 2.

Table 2 Results of the extended Dickey - Fuller test for checking the stationarity of a number of the volume of paid tourist services in Russia, 2005-2015.

It follows from the table that when checking the initial series, the null hypothesis about the nonstationarity of the series is not rejected (the observed value is less than the critical in absolute value). When taking the first difference, the situation changes: the null hypothesis is rejected, so that the initial time series has an integration order of 1, that is, it becomes stationary after taking the first difference.

A tourist service is a set of targeted actions in the service sector that are focused on ensuring and meeting the needs of a tourist or excursionist, meeting the goals of tourism, the nature and focus of a tourist service, tour, tourist product, not contradicting the universal principles of morality and good order.

Tourist service is the result of the activities of an organization (tourist enterprise) or individual entrepreneur to meet the relevant needs of tourists in the organization and implementation of the tour and its individual components. The work of a travel company may consist in organizing both the entire trip and certain types services.

Like any other service, a tourist service is characterized by the following properties: intangibility, inseparability from the source and object of the service, inconsistent quality, non-persistence, etc.

Intangibility is manifested in the fact that a tourist service cannot be tasted, to the touch, it cannot be seen and heard until the moment of its immediate provision. Before the tourist arrives at the place of rest, he only has a description of the route and accompanying documents for its implementation. He receives rest and the impression from him only at the moment of being at a tourist facility and in the process of interacting with environment... The travel agent cannot demonstrate his "product" during the sale, which makes his work difficult.

To reduce the uncertainty generated by the intangibility of tourism services, the client, before applying for them, looks for something tangible, at least to some extent indicating the quality of these services. A travel agent in this situation needs to visually illustrate the beauty of resorts and places of recreation and tourism. The most effective impact on the consumer is viewing colorful booklets and video materials on which you can see the "product" and be convinced of the reality of their quality.

Inseparability from the source and object of the service is manifested in the fact that, firstly, the provision of tourist services requires, as a rule, the presence of the one who provides it, or the one to whom it is provided. Secondly, the provision of tourist services is always tied to the place of travel, i.e. to a specific geographic area, territory. Thirdly, consumers act as a part of the service being sold, creating a climate, an atmosphere for using the service. For example, the presence of a noisy young company in a quiet wellness boarding house among the people involved in treatment will surely disrupt the existing atmosphere of calm and tranquility. At the same time, the activity and energy of young people will organically complement and support the sports and health atmosphere of the ski resort. Therefore, the travel agent needs to take into account the psychological mood of the clients and its compatibility with the atmosphere of the place of stay. Fourthly, not only travel agency employees, but also clients should know mandatory conditions at which the service can be provided. So, there may be misunderstandings with tourists who do not know what kind of Additional services they have to pay the local tour operator for transport services, for example. Responsibility for this kind of situation lies with the tour operator who arranged the trip and negotiated with the clients. He is obliged to notify consumers about this feature of the tourist service. Thus, the principle of inseparability implies that managers must manage not only their customers, but also the employees of the organization.

The variability of quality, variability of tourist services is manifested in the fact that their quality depends on who provides them and under what conditions. There are several reasons for this variability. First, services of this kind are provided and accepted simultaneously or with a short period of time, which limits the possibility of their control. Secondly, the temporary instability of demand makes it difficult to maintain the quality of service during periods of increased demand. Thirdly, the "human factor" has a huge influence: a lot depends on the demeanor, attentiveness and friendliness of the travel agency employee; the same employee can serve a tourist today well and badly tomorrow because of personal troubles or poor health.

Seasonality - the dependence of the volume of tourist services on natural and climatic conditions. When solving the problem of management in tourism, uncertainty and variability must be taken into account. external environment, in which the tourist service is provided. Climatic and weather factors are among the most decisive in creating value and attractiveness of a service for a tourist. Therefore, the mistakes of meteorologists often have negative consequences for travel agencies, as tourists who are disappointed due to weather conditions refuse to cooperate further.

Insecurity is manifested in the fact that tourist services cannot be stored. Rest takes place during the period that was paid for, and at the resort where the ticket was paid. Therefore, you can use this service only during a given period of time and at this resort. In addition, depending on the object to which the tourist service is tied, its cost and equipment may vary significantly depending on the period of time.

The variety of tourist services is determined by the fact that tourists travel for different purposes, have different requirements for tourist services, are ready and able to pay different prices for tourist services. Each category of tourists corresponds to a certain segment of the tourist market. The picture becomes even more complicated when we take into account such special categories of vacationers as patients of mountain sanatoriums and specialized clinics or students of educational institutions. Further market segmentation is determined by the country of residence of the tourist. Manufacturers of tourist services are guided by very specific categories of vacationers. They know their needs well, and meeting those needs brings them income.

The completeness of a tourist service is due to the fact that for a tourist it consists of a set of services (both tangible and intangible), which are a specific tourist product. These individual travel services are complementary.

The non-primacy of tourist services is due to the fact that tourist product did not become a basic commodity and is unlikely to become one in the near future, although in modern world the importance of tourism as a means of recuperation and health is enormous. In addition, tourism services have more paid services, the purchasing power of the population, political events and environmental phenomena affect.

The uniqueness of the tourist service means that it is not possible to repeat it in all aspects. Even two tours on the same route at the same cost, organized by the same travel agency, often go differently (due to the different composition of tourists, different conditions vehicle, weather conditions, social and political events in the host country, etc.).

The territorial division of consumption of tourist services offered by tourism enterprises is manifested in the following: initial services (information about a tourist facility, purchase of a voucher, ticket, etc.) tourists receive in places of permanent residence, other services - on the way to tourist facilities (transport services, meals), and still others - at the location of tourist facilities (hotel accommodation, meals, excursion services, etc.). Only their combination determines the full satisfaction of tourist needs.

The elasticity of demand for tourist services is extremely high: changes in the structure or level of consumption of tourist services can occur under the influence of price and non-price factors. In other words, the demand for tourism services is characterized by the relative sensitivity of consumers to price changes: small price changes lead to significant changes in the volume of consumed tourism services. This means that with a decrease in the level of monetary income, the population will begin to reduce their needs, gradually eliminating the least important, and first of all, there will be a need for tourist services, since a tourist product is not considered a commodity first. vital necessity and the factors determining its demand are the level of the subject's income and the price of the services offered.

The dependence of tourist services on the performer is manifested in the fact that the set of useful properties of a tourist product is the result of close interaction of elements of the material base of tourism and personnel. High level service, comfort, design of tourist equipment and equipment does not mean proper quality a tourist product stipulated by the terms of the service agreement. A tourist can receive a full range of services only with appropriate actions service personnel(performer).

The quality of tourist services is determined by the level of service, the professionalism of employees, to a large extent depends on his personal interest and attention to the client. Errors and oversights of staff, dishonest attitude to the performance of their duties, failure to perform or improper performance of services can spoil the impression of the tour, lead to irreversible consequences for the travel agency (loss of clientele).

As a rule, tourist services include complex trips - packages of services (tours), accommodation services, catering, transport services, cultural, sports, recreational, excursion, etc., including special services.

A package of services (tour package) is a tourist product produced by a tour operator, consisting of a certain set of services: transportation, accommodation, meals, excursions, etc. The package of services on the tour is formed depending on the purpose of travel and the needs of tourists for their chosen type of tourist vacation.

When forming a tour and its package, there are two options for working with tourists: the implementation of custom tours and the implementation of inclusive tours.

When selling custom tours, the formation of the program and the completion of the composition of services are made at the request and with the direct participation of the tourist. He is offered a choice of different service options for each of the types of services in the proposed resting place:

Accommodation - different in level, type and location of the hotel;

Meals - different options (full or half board, or no meals at all), buffet or a la carte with service, etc.

Excursions, leisure and entertainment services to choose from;

Transport services - options for air travel, rail travel, car rental, etc.

Sports and spa services - the use of such programs to choose from;

Visa services, as well as insurance services (if necessary), etc.

The services chosen by the tourist are formed into the tour program, the price that the tourist pays when purchasing a tour package (tour voucher) is calculated. Usually, such orders are formed in agencies and then go to the tour operator for implementation.

Inclusive tour - a tour with a rigid, pre-planned (before the contract with the client) set of services, focused on a certain type of recreation or tourism, as well as social class tourists and their age. The peculiarities of the preparation and conduct of such a tour (a single program for all, strictly linked to the terms and schedule of the trip) do not allow it to be made to order. Inclusive tours are organized and offered along popular routes to well-known tourism and recreation destinations in steady demand. The composition of services on an inclusive tour does not change during implementation.

Most of the cost of inclusive tours is usually paid for transport and accommodation, less - for food. Expenses for other services, including excursions, make up a small share of the total cost.

Factors affecting the organization of the tour package:

Demand for this trip;

Availability of material resources, infrastructure and services;

Relationships with airlines and other transport companies;

The relationship between the country of dispatch and the country of destination;

Relationship with partner tourism organizations (service providers);

The level of tourism development in the country of destination;

Political stability in the destination country.

Intangible tourist services include services of tourist and excursion institutions; transport services; services of health resort institutions; health services; educational services; services public organizations; public administration services.

Tourist services of a material nature include non-passenger transport services; blanks; trade services; housing and communal services; domestic services.

Meeting the needs and demands of tourism requires the availability of a variety of tourism services. These services can be fully consumed (food and drink) or partially consumed (hotel accommodation services).

The services provided by the travel agency are divided into main and auxiliary:

The main ones are:

Selection of the type of tourism and the route of the tour (resting places);

Clarification of the number of days of the tour;

Hotel selection (criteria, location);

Catering;

Transfer selection;

Organization of a cultural program;

Clarification of the tour price taking into account the system of discounts.

Auxiliary (additional) include:

Visa support (visa processing for tourists);

Accompanying (optional) tourists;

Registration of travel documents and baggage;

Delivery of tourists to the transfer and back upon arrival;

Travel and baggage insurance, etc.

According to the purpose of travel, tourist services are subdivided:

For targeted tourist services (tourist services characteristic of this particular place, the consumption of which is the purpose of the trip);

Infrastructure services (services of the infrastructure complex, necessary for the life support of the population and are ubiquitous).

According to their role in the structure of tourist consumption, the following are distinguished:

Basic tourist services;

Additional tourist services;

Accompanying services.

Basic travel services - targeted services included in the tour, i.e. services that are purchased in a package that guarantees their mandatory consumption at the holiday destination.

The travel package includes four compulsory elements:

Tourist center (a tourist destination, including all his recreational opportunities: natural, ecological, cultural-historical, socio-demographic, infrastructural, ethnic);

Transport (means of transportation with which you can get to the tourist center);

Accommodation services (a specific hotel that is offered to the tourist in the tourist center during the trip).

Transfer (any transportation of a tourist within the boundaries of the tourist center).

Additional tourist services - targeted and infrastructural services that can be obtained for an additional fee, not included in the tour price, but specific to a given tourist center.

Additional tourist services include excursions, hikes and travel as a type of service.

Excursion is a tourist service that meets the spiritual, aesthetic, informational and other cognitive needs of a tourist or excursionist.

Related services - services of the local infrastructure complex, which are also used by tourists.

Travel services represent a large segment of the service sector that meets the needs of people and the implementation of their activities in free time: rest, entertainment, travel.