The concept and essence of marketing in tourism. Marketing in the tourism industry. Functions of tourism marketing

Marketing is a science that provides knowledge about the market, the laws of its functioning, about the behavior of buyers in the market with which the enterprise is connected. Since tourist, hotel or resort business has no fundamental differences from other forms economic activity, then it is possible to assert that the main provisions of the theory modern marketing able to be fully used in tourism. But the resort, hotel and tourism business have their own specifics. Tourism combines trade in goods and services (according to practitioners, 75% are services, and 25% are goods). Currently, there is no single approach regarding the content of the category "tourism marketing". The variety of types, elements and forms of this category is reflected in a wide range of concepts that reveal its content.

So, Tultaev T.A. points out that the development tourist market is largely determined by the use of marketing methods, organization of the enterprise, based on a comprehensive study of the market and demand. Tourism marketing is a strategy for identifying and using the needs of society for tourism services for commercial purposes.

The Swiss researcher Kripendorf defines tourism marketing as the systematic coordination of the activities of tourism enterprises, as well as personal and public policies in the field of tourism.

German scientists Rieger, Roth and Schrand understand marketing in tourism as market management aimed at achieving the goals of a tourism enterprise more efficiently than competitors, while satisfying the needs of tourists.

In our opinion, the purpose of marketing in tourism is aimed at meeting the relevant needs and making a profit by the company providing these services.

We single out groups of subjects that interact in tourism.

1. Tourists;

2. Organizations providing goods and services to tourists;

3. Local authorities;

4. Host.

Thus, tourism can be defined as a set of phenomena and relationships that arise from the interaction of tourists, suppliers, local authorities authorities and the local population in the process of tourism activities.

The tourist product can be considered in two planes:

On the one hand, this is a set of services sold to tourists in one package;

On the other hand, elements that produce services ( vehicles, restaurants, hotels, etc.)

The first interpretation of the product is closer to tourists (consumers), the second - to the manufacturer of the tourist product.

In our opinion, tourism products include special equipment, clothing, that is, everything that is directly related to a tourist trip (for example, travel equipment is also a tourist product, although it is a product, not a service).

The tourism product has the following features.

This is a complex of services and goods (tangible and intangible components), which has a complex system of relationships between various types or components of a tourist product.

Tourism services cannot be stored or stored, they cannot be presented in the form of commercial samples. There are no measured values for evaluating a tourist product, such as dimensions, weight, volume, power, etc.

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

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

Tourism product depends on such variables as time and space.

The seasonality factor is of great importance. The marketing activities of the travel agency will be different during the peak season and off-season. In addition, the proposal is characterized by significant static nature: for example, attachment to a specific place (hostel, airport, etc. cannot be moved to another place).

External factors (weather, natural conditions, tourism policy, international events, etc.)

Contradiction between static supply and dynamic demand. The proposal is tied to a place (for example, a specific tourist center), has an unchanging landscape, climate, organically formed orientation of the tourist infrastructure.

Thus, tourism marketing has the following specifics:

Demand management, not its stimulation;

High degree of reliability of information about the tourist product;

Complexity of services;

Protection of consumer rights;

The special role of marketing in the off-season (diversification of the tourism product);

The central role of the psychological, behavioral and social characteristics of the consumer;

Coordination of marketing of participants of the market of tourist services.

So, tourism marketing is a promising and actively developing direction. In connection with the growing role of tourism, increasing competition in this industry, various marketing techniques in this direction are becoming relevant. Tourism, like any other field of activity, along with generally accepted rules has its own characteristics in marketing. This is due to the peculiarity of the tourism product, the group of subjects interacting in tourism, the scope of activity and the strong influence external factors. Tourism marketing is addressed not only " end users» - tourists, but also intermediate instances - travel agencies, partners, public tourism associations, government bodies for the regulation of tourism.

Literature:

1. Voskolovich N. A. Marketing tourism services. UNITI, 2009. - 350 p.

2. Nechiporenko V. Features marketing research in tourism / "Marketing Pro". 2005, http://www.marketing.spb.ru/lib-special/branch/tourism.htm

3. Palchuk M. I. Features of tourism marketing // Culture of the peoples of the Black Sea region. - 2003. - No. 38. - С.37-40, http://tourlib.net/statti_tourism/palchuk.htm

4. Marketing in industries and fields of activity: Textbook / Pod. Ed. Prof. V.A. Aleksunina. – 60th ed. - M .: Publishing and Trade Corporation "Dashkov and K", 2008. - 716 p.

5. Tultaev T.A. Service marketing. / Moscow Financial and Industrial Academy. - M., 2005. - 97 p.

In addition to the basic provisions of marketing, it is worth considering the fact that tourism business have their own specific features.

As such, tourism marketing has no general fundamental differences from any iconic marketing rules in general. It is for this reason that all the main provisions of modern marketing may well be applied in the field of tourism. But it is worth considering the fact that the tourism business has its own specific features. Let's analyze them in more detail.

In the tourism sector, both services and goods are traded. According to experts, the share of services is more than ?, while goods account for everything? from the volume of all works.

For traditional types commercial activities that have a specific result of labor, and the very concept of marketing has such a specific content. In tourism activities, a tourism product is the result of labor. Under this term it is customary to understand any service provided to tourists (household, hotel, transport, excursion, etc.). A tourist product can also be understood as a system of goods and services, which together constitute a tourist trip.

This is what determines the features of marketing in this area:

is a system of services / goods, which is inherent in complex complex relationships;
flexible demand depending on consumer income, political and social conditions;
the impossibility of the consumer of the tourist product to see it until the moment of payment;
the presence of some distance from the product and the place of its consumption;
several organizations participate in the creation of a tourist product, each of which has its own methods, needs and commercial goals;
there is a high probability of occurrence of various force majeure circumstances.

All this must be taken into account when proper organization marketing campaign in the field of tourism, namely:

pay special attention to stimulating demand;
high degree of reliability of information policy;
high degree of protection of the client's rights;
taking into account the seasonality of demand for tourism products;
a high degree of marketing coordination of all the creators of the tourism product.

Thus, the most optimal marketing program travel agency will be one that takes into account and observes such conditions as successful positioning among target audience, continuous professional development of employees of the travel agency, right choice advertising campaign for the target segment.

If we follow the results of numerous marketing studies in the field of tourism, we can make a reasonable conclusion that physical motivation takes the first place for the consumer of travel services. It, in turn, can be divided into recreation, sports, health care.

Psychological motivation should also be taken into account, which consists in the desire of people to visit new places, get acquainted with the way of life of people, and just have fun. In third place is cultural motivation, the so-called interest in art.

Taking into account all these factors, it is necessary to make such tours with the offer of a complex of services that would maximally satisfy one or another target segment. For example, for young people, physical motivation will play a major role. This is due to the high activity of young people and their need for inexpensive services. For middle-aged people or businessmen, it is more important to provide quality services, the presence of cultural programs, a certain elitism, prestige. For the elderly, services that satisfy the cognitive and cultural motivation, health improvement are important.

More recently, tourist network marketing was in high demand. Offers like: “Come to a new travel network company” met literally at every turn. To join this type of organization, one had to pay an entrance fee, invite 2 or more participants and earn a discount. The opportunity to earn and travel much cheaper was guaranteed.

But life itself put everything in its place. And now this type of tourism business, and, consequently, network tourism marketing has practically become obsolete. This is due to two factors. Firstly, almost all companies that use network marketing by now are either recognized as pyramid schemes or are approaching such an event. Secondly, when working on the Internet, the basic principle of network marketing almost does not work - duplication. It is for these reasons that tourism network marketing in given time inefficient.

Tourism, as one of the many types of economic activity, does not have any specific distinctive features as a branch of the economy. Consequently, all the basic principles of modern marketing can be rightfully used in tourism. But still, it must be said that there are certain fundamental characteristics that make it possible to differentiate tourism from the processes of trade in both goods and services, since in the tourism sector there is trade in both those and others (according to rough estimates of various experts, services make up 75% in the structure of tourism). , and goods - 25%). It is impossible not to mention the characteristic conditions for the consumption of tourism services and goods directly at the place of their production, or even in a certain situation.

In the sphere of production, which has a tangible product as a direct result of its labor, the definition of marketing has a very specific content. Marketing - in broad sense words, this is the market activity of the organization, which ensures the promotion of goods (services, works) from the producer to the consumer.

In the field of tourism, in turn, the result of the activity will be a tourist product. A tourist product, at its core, is any type of paid service that satisfies one or another need of tourists. It can be excursion, hotel, transport, household, communal, translation, intermediary and any other services. Comprehensive service (a standardized set of services offered to tourists in one "package") is one of the basic tourist services today.

A tourism product is a combination of tangible goods and intangible consumer values presented in the form of services that are necessary to meet the needs of a tourist and that have arisen during his trip. The tourism product itself consists of the following three parts:

tour (tourist trip along a certain route);

excursion services (they include transportation, accommodation, meals, excursion programs and other various services on the route that serve the purpose of travel)

goods as the main consumer.

Together with the basic distinguishing features of the tourist product, there are a number of its features:

There is an extreme elasticity of demand for tourism services with respect to income levels and prices. Demand also largely depends on conditions in the political and social spheres.

Such a phenomenon as tourist zones can be identified quite clearly due to seasonal fluctuations in the demand for tourism services, which, in turn, give rise to the so-called saturation phenomenon.

Due to the fact that services can be consumed exclusively at the place of their production, the offer in the tourism services market is characterized by inflexible production. After all, such integral parts of the tourist complex as a hotel, recreation center, airport cannot be transferred to another region at the end of the season. Consequently, they cannot adapt to changes in demand, either in time or space.

Each of the enterprises, which has its own approaches to work, certain needs and various goals, makes its own non-standard contribution to the creation of a tourist product.

The presence of minor minor shortcomings in the work of travel companies creates significant difficulties in achieving high quality tourist services, since customer service in the tourism business consists entirely of these very little things and small details.

A tourist product, first of all, should be a good purchase. Therefore, tourism marketing should embody the consistent targeted actions of tourism enterprises in this field of activity. Thus, we can assume that the following definition of tourism marketing is quite logical and reasonable.

Marketing in tourism is a system of continuous coordination of a certain set (complex) of services offered to the client with such services that are in active demand in the current market, which, in turn, is ready to offer tourist enterprise in order to maximize profits and, moreover, it must do this more efficiently than competitors. This capacious definition contains a number of ideas that will be analyzed in more depth below.

The first point that needs to be considered is that marketing is primarily a system, and not a one-time separate event. In other words, this is a consistent set of actions of an enterprise operating in the field of tourism, which, in order to achieve their goals and a synergistic effect, must be combined into a single working complex. Thus, marketing is a system containing combined actions and functions in accordance with the concept of marketing. This fact fundamentally distinguishes marketing from simple commercial work. The purpose of commercial work is to direct all available forces and means to enhance sales. The purpose of marketing in any area of the economy is the production and sale of services as a process inextricably linked with consumer demand.

The second point worth considering in the above definition of tourism marketing is that marketing is not a single activity. It is wrong to present it as a one-way process, regardless of whether the date of introduction of a new tourism product is considered or, for example, the introduction of a new price. We must not forget for a second that the market is dynamic, it is in continuous process movement (demand and supply are constantly changing, new products and technologies are being introduced to the market). All this tells us that marketing is indeed a continuous process, of which a successful tourism enterprise must be a part, since any enterprise needs a perspective on the future, and not just work in the present.

In the third point under consideration, we will talk about harmonization. Actions within the tourism enterprise must necessarily be consistent with the conditions of the external environment. No enterprise will achieve its intended goals if it considers all elements in isolation from each other. For example, when a travel company analyzes the market and understands that at the moment the market needs service X, then all it can offer now is service Y. Similarly, there will be no positive result if the company switches to service X, only when the market has already switched to service Z. In both examples, the firm acts by ignoring the market. So we can conclude that the main secret lies in the coordination of activities within the firm with information received from outside. This means that any decision to achieve this alignment must be made using all the tools and functions of marketing.

In understanding what the service directly offered by the company is, the fourth idea lies in the definition. “What kind of business are we really in?” is a classic question that is formulated to emphasize this point. This question gives any travel company the opportunity to look at their services from the point of view of the consumer. The chance to consider the firm's resources and what else to do with them is another way to answer this question. The discovery of such hidden potential resources and opportunities can be an unexpected pleasant surprise for many firms.

In the fifth point of the definition of tourism marketing under consideration, the concept of what is marketing to satisfy the needs of the buyer is given. Here we are talking not only about what the client is acquiring at the moment, but also about what he would have acquired in the future (with an increase in income or in other conditions). Marketing is, first of all, the activity of foresight, as already noted above. It is based on forecasting, as well as on the formation of an active position of the enterprise in relation to the needs of the client. We should not forget about the opportunity to evaluate what can make those who can become a client of the company, but so far they are not, turn their attention to the services of this particular company.

In the review of the sixth moment of definition, the emphasis is on the ability of marketing to find and use means to increase profits. This is what makes it an exceptional economic category. The goals of firms operating in the tourism business should be achieved precisely through the qualitative satisfaction of customer needs in a sufficiently long time period (that is, we are talking about direct relationship marketing).

According to the advice of the World Tourism Organization, there are three most important functions of tourism marketing:

Firstly, this is establishing contacts with future potential clients and the ability to convince them of the place of the expected vacation.

Secondly, the creation of new types of services and thirdly, an analysis of the results of promoting services on the market.

Tourism, according to the WTO definition, is not only an economic, but also a cultural, environmental, social and political phenomenon. Therefore, tourism marketing should be used with maximum consideration of all the factors discussed above. It was then that the interests of both travel companies and consumer tourists will be taken into account to the maximum.

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