ВКР Семенова Ю. (1223970), страница 13

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3. Type of customer: corporate – companies which have corporate cards, providing a regular business trip.

4. The method of movement:

– aviation – the fastest and most convenient way of delivery;

– railway – a safe and cost-effective way of delivery;

– auto and bus tourism – highly mobile and inexpensive way of delivery;

– sea cruise and river cruise – combines time the means of transport and tourist destination at the same;

– pedestrian– foot route on a bridging group of areas;

– cycling– a bike is the primary or sole means of transportation.

5. The method of organization of the trip:

– organized– travel of individuals or groups of tourists, organized by the tourist firm;

– private– organized independently, avoiding recourse to a travel agency, by buying services directly from suppliers;

6. Age of travelers:

– youth– active with the services of poor quality;

– elderly people – consumers are focused on quality service.

1.2 Features of creation of tourism product

The tourist product is a set of services for the transportation and accommodation, provided for a total price (regardless of inclusion in the total price of excursions and (or) other services) under a contract of sale of the tourist product.

Tourist products are divided into two types:

1. Tangible products: souvenirs, food and drink, clothing.

2. Intangible services: hotel services organizations, catering services, transport companies, travel agencies.

Tour products are divided into the following basic types of offerings on the market:

1. Tour as integrated tourist services.

2. The individual tourist services, which include: the formation of foreign passports and visas, transportation, insurance, excursions, etc.

3. Tourist destination goods, including informational materials (catalogs, manuals, maps, dictionaries, travel guides, souvenirs, etc.) necessary to a tourist in the host country.

Tourist product goes through five stages of the life cycle:

1. Development – marketing research.

2. Start – primary stage of the life cycle, characterized by high advertising costs and the creation of a new brand.

3. Development – the introduction of product on the market, increasing the demand for a new product, increasing competition.

4. Maturity – slowing sales growth and stabilization.

5. The recession – a sharp decline in sales and earnings due to the presence on the market of new offerings.

In most cases a tourist product is a tourist package, i.e. a range of services for travelers (accommodation, transport delivery, meals, guided tours additionally agreed services). However, a tourist product is different from a tourist package as a tourist package is a necessary part of a tourist product (a tourist product is greater than a tour package).

In the tourism service the term «package tour» is circulated. It means a tour package that includes a mandatory set of services provided in the travel.

«Package tour» includes four mandatory services:

– registration of vouchers;

– provision of transport or booking tickets;

– accommodation;

– transfer.

When a customer buys a package he will have substantial discounts from tour operators because a client buys a serial tourism product of a tourist company.

The main factors that affect the organization of the tour package are:

– the demand for this tour;

– the availability of facility opportunities, infrastructure and services;

– the relationships with transport companies;

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

– the relationships with partners (service providers);

– the level of development of tourism in the country of destination;

– political stability in the country of destination.

Formation of the tourist product is the activity of the tour operator for the conclusion and execution of contracts with third parties that provide individual services included in the tour (hotels, transport, guides, and others).

In order to create a tourist product is necessary to explore its consumer qualities and properties, that the most attractive for consumers. These properties are reference points in the development and implementation of the tourist product.

The main consumer properties of a tourist product are:

– soundness;

– reliability;

– efficiency;

– integrity;

– clarity;

– flexibility;

– usefulness.

Provision control of these properties is carried out by examining the degree of satisfaction of the tourist after the trip (surveys, questionnaires etc.). With regard to monitoring the quality of tourist services, it begins at the planning stage of a tourist product.

Tourist products may differ significantly from each other in the technology of their creation, that is why it is necessary to classify them on grounds relating to the qualitative differences in the technology of their creation.

There are the following features of the classification of tourist products:

1. Dividing travel products depending on which of the existing technology in the world specific set of services the tour is formed.

The main criterion for the division of travel products to certain groups is the degree of involvement of the customer and the tour operator in the creation of the tour.

This level of participation is divided into three levels:

– elaboration of the idea of ​​the tour is fully owned by the customer and the tour operator acts as a performer;

– the idea of ​​the tour is wholly owned by the tour operator and the customer has to choose from a set of tours, which the operator offers;

– the customer has a general idea of ​​the tour, and the specific composition of the services and programs formed by a tour operator, their developments and opportunities.

2. Depending on the degree of innovation of tourist products and the basis for its creation.

On this basis tourist products are divided into two groups:

– a brand new, not previously existing tourist product. The novelty of this tourist product is determined by a completely new idea and purpose. This tourist product does not have any analogues. Referring to this tour products is the result of an active innovation strategy of the tour operator.

Creating a completely new tourist products can give a tour operator the following advantages: to provide him with a monopoly position in the market of tourist services; to create the image of the company, offering unique tours.

On the other hand, the creation of an entirely new tourist products to the tour operator makes high demands: the creation of this kind of tours requires innovative approaches and solutions from the tour operator, as well as the substantial investment; formation of new consumer needs and preferences.

– tourist product, which a tour operator has created based on the existing tourist products. The primary tourist product, as a basis for the creation of tourist products by tour operator, can be of two types:

– tourist product, existing, but not the performance on the market, where the tour operator sells a tourist product;

– tourist product, existing and presented to the market where the tour operator sells a tourist product.

Tour operators need to consider a number of basic requirements in order to avoid making wrong decisions before the development of the tourist product :

– to examine the competitive environment;

– to explore the desires and demands of consumers;

– to receive a positive reaction to the tourist product of the tour operator;

– staff of the company, related to the product have to be fully aware of the product and the consumer's opinion.

The process of product development can be divided into two stages: design stage and the stage of formation of the product.

1. The stage of designing tourist products includes 5 stages:

1. Goal determination. At this stage, the tourist company must clearly define the purpose, which a tourist product has to achieve in the future. There are the following objectives:

– an increase in profit margins;

– the strengthening of relations with the consumer;

– new target groups;

– strengthening the image;

– increasing the number of arriving guests.

2. Definition of the framework conditions. At this stage, a tour operator analyzes competitors and their products, conducting research and monitoring trends in the tourist market, consumer interest and demand, and also evaluate the unique properties of its own products.

3. Defining services. A tour operator develops a topic of products, defines the details of a new tourist product, calculates the price of the new tour.

4. The establishment of the price. Implementation of various calculations, calculated on the price of the tour operator commissions.

5. Marketing and sales strategy. At the final stage, a tour operator decided the best way to reach the consumer, and the user becomes aware of new tourist products.

In the design process based on the data analysis, a tour operator reveals the original tourist product and uses it to identify needs and preferences of the customers. Further, based on these preferences, a tour operator creates a virtual tour product and the feasibility of its formation is made clear.

2. The stage of formation of tourist products. This step is implemented only in the case if it reveals the feasibility of establishing specific tourist products.

Stage of formation of tourist products has three stages:

1. The conclusion of service contracts with suppliers. With potentially selected service providers, such as transport companies, tour operators, local tour operators – to make a contract for the provision of services and consistent rates and conditions of their use.

Contract (agreement) is required to settle the obligations and responsibilities of the parties, in particular in situations where unsold rooms in hotels, seats on the plane remain, or in cases where charter flights are canceled, to provide for a system of sanctions and fines for each case.

A properly organized contract helps tour operators not to fall into dependence on the activities of the various service providers.

2. Creation of a commercial offer. The offer of the tour operator takes tangible form - commercial offer, which has information about services, terms of the sequence (program), the price, the terms of the acquisition, adjustment or cancellation of the tour.

Tourist product created by tour operator involves its compulsory methodological support in the agency. Methodical provision embodied in the special technological documentation, which fully describes a tour, its production processes and the services provided to tourists. This documentation is necessary for a clear, fast and flexible work of agency staff.

Technological documentation is completed and stored in folders.

The set of technological documentation for each tour includes:

– routing tourist travel route;

– tourist load schedule of an enterprise with groups of tourists at a certain time;

– information sheet to the package of a tourist travel;

– letterhead template with TOUR-1 ‘Travel voucher’ permits;

– booking confirmation;

– customer contracts forms;

– contracts with partners;

– tour cost calculation;

– a route description;

– a route timetable;

– a schematic map of the route;

– a description of the technological features;

– booklets for tourists;

– reference materials along the route;

– options for brochures and booklets;

– price lists (catalogs).

The head of a tourist enterprise in consultation with the customer approves the documentation for the projected tourist services and processes of service.

3. After the start of tour product implementation, a tour operator makes a revision. This revision is based on the account of practical experience of these stages and is associated with a change in the objective conditions of existence of tourist products, which occurred during its creation.

From the above follows that tourism is a temporary departure (trip) of citizens of the Russian Federation, foreign citizens and stateless persons with permanent residence in the medical and sanitary, recreational, educational, physical culture and sports, professional and business, religious and other purposes without engaging in activities related to the receipt of income from sources in the country (place) of temporary stay.

There are three types of tourism: domestic, inbound and outbound tourism.

These types of tourism form the following categories of tourism:

– tourism within the country;

– national tourism;

Характеристики

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