Suchergebnisse

With increased competition affecting various markets (from global to local), business entities pay close attention to their competitive ability versus other market participants. It is critical to redefine competitive ability for companies providing tourist services, considering rapidly changing external conditions and the use of new technologies such as digital.

This article contains a detailed statistical analysis of the development of the international tourism market. It was considered the period after the end of the Second World War (the starting point, which gave impetus to the rapid development of the industry as a global phenomenon) to the present day. At the same time, the main attention was paid to the last twenty years of the functioning of the tourism and hospitality industry. At the same time, the main attention was paid to the last twenty years of the functioning of the tourism and hospitality industry. In the course of the analysis, various factors that significantly influenced the development of the international market for tourist services were identified: climate change, natural disasters, currency fluctuations, changes in prices for petroleum products, political and military conflicts, terrorism, epidemics of dangerous viral and infectious diseases, financial and economic crises and a number of other factors. It was noted that most of the above factors have a direct impact on the development of the international market of tourist services. However, all these factors are inherently exogenous, that is, they are not directly related to tourism, but have a significant impact on it. The article notes the process of becoming popular tourist destinations, analyzes the trends of modern tourist flows, and studies the patterns of their formation. As a result, the conclusion was made that the presence of the Russian Federation in the international market of tourist services is inadequate, as well as the need to make certain decisions in this area. ; В данной статье проведен подробный статистический анализ развития рынка международного туризма. Рассматривался период после окончания второй мировой войны (начальная точка, положившая импульс стремительному развитию отрасли как глобального явления) до настоящего времени. При этом основное внимание было уделено последним двадцати годам функционирования индустрии туризма и гостеприимства. В ходе проведенного анализа были выявлены различные факторы, оказывающие существенное влияние на развитие международного рынка туристских услуг: климатические изменения, природные катаклизмы, валютные колебания, изменение цен на нефтепродукты, политические и военные конфликты, терроризм, эпидемии опасных вирусных и инфекционных заболеваний, финансово-экономические кризисы и ряд других факторов. Было замечено, что большинство из указанных выше факторов оказывают прямое воздействие на развитие международного рынка туристских услуг. Однако все указанные факторы являются по своей сути экзогенными, то есть напрямую не связаны с туризмом, но оказывающим на него существенное воздействие. В статье отмечается процесс становления популярных в настоящее время туристских дестинаций, анализируются направленности современных туристских потоков, исследуются закономерности их формирования. В итоге был сделан вывод о недостаточности присутствия Российской Федерации на международном рынке туристских услуг, а также необходимости принятия определенных решений в этой области.

Shevchuk I.B., Shevchuk L.T., Fedoryshyna L.M. ANALYSIS OF THE TERRITORIAL STRUCTURE OF THE TOURIST MARKET OF UKRAINEPurpose. The aim of the article is to analyze the dynamics and territorial structure of the tourist market of Ukraine and identify the main trends of the tourism industry.Methodology of research. The theoretical basis of the research is the scientific works of domestic scientists on the problems of the development of tourism business and the peculiarities of the formation of the tourist market, and the informational background is the statistical data of the State Statistics Service of Ukraine. The following methods of scientific research are used to achieve the goal: analytical and monographic ‒ in the development of literary, statistical and Internet sources; structural analysis ‒ to determine structural changes in the tourist market of Ukraine with the help of the integral coefficient of structural changes of Salai and the integral coefficient of structural differences of Hatev; graphical and tabular ‒ for visual display of the processed statistics; abstract and logical ‒ for the generalization of the above material and the formulation of conclusions.Findings. The level of disparity in the territorial structure of the national tourist services market in 2013-2017, in particular, in the number of subjects of tourism activity, is established with the help of the Salai and Hatev coefficients: more than 20% of all subjects of tourism activity are concentrated in Kyiv; among other centers of tourism activity, where its subjects of business most concentrated are allocated, Dnipropetrovsk, Lviv, Odessa and Kharkiv regions are allocated. It was determined that during the investigated period there were no dramatic changes in the regional structure of the insurance market of Ukraine by the number of subjects of tourist activity. However, there are a number of regions of Ukraine, where there were significant changes in their share in the total number of tourists served by tour operators in the period from 2013 to 2017. It was revealed that the structure of tourists serviced by tour operators in the regional section, after 2014, has changed the most as a result of the aggravation of the military and political situation in the East of Ukraine.Originality. The further development of the analysis of the territorial structure of the tourist market of Ukraine took place, in particular due to the use of the integral coefficient of structural changes in Salai and the integral coefficient of structural differences of Hatev, which enabled to identify the heterogeneity of the regions in the development of the tourist market, the reasons of which are the aggravation of the military and political situation in the East of Ukraine, functioning of regional economies, tourist attractiveness of separate territories, etc.Practical value. The results of the conducted research allow to reveal and analyze the territorial structure of the tourist market of Ukraine, which can become the basis for the development / improvement and further implementation of the relevant regional policy.Key words: tourist market; territorial structure; travel agents; tourist services; tourist product.

The problems of informatization of society and the development of information technologies is a separate direction of scientific–theoretical research. A new model of providing many kinds of services emerges in modern conditions, based on information technology and computer equipment, which leads to substantial changes in the concept of their product. The monopolization of information space is taking place through the creation of global distribution systems that concentrate international money flows from the provision of tourist services and form financial policy of transactions execution in the area of tourist business. A general approach to the study of these processes has not been discovered as yet. The purpose of writing this article is the analysis of infrastructure provision of the development of information services in international tourism on the basis of the analytical review of international statistics and identification of general trends in the distribution of the competitive advantages of the major players in the market. We applied methods of analysis and synthesis, system analysis, comparison and generalization for the study. Main trends of development of the global tourist infrastructure for the provision of information services were analyzed. The booking systems, common in the global information space, were characterized. We found growing competition in the international market of tourist services among the biggest global distribution systems Amadeus, Sabre and Travelport. It was proved that there is the division of areas of economic influence on the mega regions of tourist services among the global players in the market. A tendency was revealed of the creation of a globally functioning process of providing tourist services, the basis of which is the internationalized global distribution systems. A conclusion was made about the globalization of the tourist market creating preconditions for enhancing economic relationships between countries, the growth of counter–flows of tourists, goods, services, capital and the know–how, which is constantly increasing. It was demonstrated that the key trend is the formation of a globally functioning process of providing tourist services, the basis of which is the internationalized global distribution systems that happen to be a locomotive for the world tourist industry. The scientific novelty of the research is in determining current trends in the market of global distribution systems and the features of distribution of areas of influence among its players. The obtained results can be applied to develop scientific–theoretical bases of strategic management of tourist business in the conditions of global innovative space. Since telecommunication and information technologies allow obtaining information by a potential consumer of a tourist product independently from any distance and at any time, further scientific research is advisable to focus on determining the prospects of functioning for small business enterprises in the international market of tourist services.

Employee motivation is "a science" whose role has proven, over time, to be a very important one. Sometimes recruiting employees is easy, but keeping them more difficult. Keeping employees in the company, creating with their help competitive products on the market, keeping the company in the top, depend to a great extent on how the employer/manager understands the importance of motivating the subordinate staff and knows that he must search, discover and apply those motivational techniques that are in line with employees' expectations. Why the motivation? Because motivation is an essential element in all fields of activity, especially in the tourism industry, where it is a priority coordinate. Motivation comes from within everyone, from the innermost recesses of the human being and is deeply rooted in the desires and needs of man.

Current trends in the development of international tourism and the policy of states in this sector are of great interest to potential consumers of tourist services, tourism entities, scientists dealing with economics, as well as government agencies in different countries engaged in tourism regulation and development. Since the international tourism industry is one of the most important economic sectors, it affects the economic, cultural, and social development of regions and countries around the world. The development of inbound tourism is currently one of the priorities of the state policy in the tourism industry. It is well known that in many countries worldwide, inbound tourism extensively contributes to the treasury and the state image. It is one of the most important categories of exports, and often is the main source of foreign exchange earnings. Russia has everything necessary for the development of the tourism industry, namely, natural environment, historical, cultural, and material resources. The relevance of this problem predetermines the great interest in this issue on the part of scientists and practitioners. However, today there is no effective mechanism for managing inbound tourism by planning and organizing events aimed at promoting tourist destinations. The article defines at the theoretical level the prospects for the development of inbound tourism, the factors influencing the development of inbound tourism, and the criteria for selecting target markets for inbound tourism. Based on data of United Nations World Tourism Organization (UNWTO), the article presents the top 10 countries in terms of spending on outbound tourism; based on data of Department of Statistics and Data Management of the Bank of Russia, defines the top 7 countries by the average level of expenditure for tourism purposes in the Russian Federation; based on the data of Federal State Statistics Service (Rosstat), determines the number of inbound tourist trips for foreign citizens in Russia. In consequence of the analysis of the obtained data, the process of choosing a destination as a key aspect of the consumer behavior of a foreign tourist is presented.

E-tourism is most often related only with web pages of travel agencies or aggregators offering many services, where it is possible to make transactions electronically. Whereas many applications and devices are applied in tourism, like the audio guides and mobile guides (sometimes with augmented reality functions), electronic cards in museums, 2D codes systems, web pages for individual tourists, geographic information systems (e.g. Google Street View), social network sites recommendation, and profiles of cities on social networks sites like Facebook. Polish tourists' opinions about mentioned innovative tools will be presented as the report from the survey conducted among students and graduates from three Polish universities. The objectives of the study are: investigating the popularity of e-tourist services in Poland and verifying whether municipal authorities promote e-tourism initiatives.
Key words: e-tourism, mobile guide, audio guide, QR code.

У статті визначено конкурентоспроможність України на європейському ринку туристичних послуг. Досліджено позиції України у рейтингу Індексу конкурентоспроможності сектора подорожей та туризму країн світу за 2013 і 2017 роки порівняно із європейськими країнами. З'ясовано, що в Україні в достатній мірі не використовуються сприятливі передумови для належного розвитку в'їзного туризму, до яких відносяться її вигідне геополітичне положення, природно-рекреаційні та культурно-історичні ресурси. Визначено проблеми, які знижують конкурентоспроможність туристичного продукту України на європейському ринку. Проаналізовано позиції України за складовими Індексу конкурентоспроможності у сфері туризму, які об'єднані в чотири групи (субіндекси), за 14 укрупненими показниками, пов'язаними із в'їздом туристів. З'ясовано, що конкурентними перевагами України є охорона здоров'я та гігієна, людські ресурси та ринок праці, цінова конкурентоспроможність туристичної індустрії, культурні ресурси та ділові поїздки. Найгірші показники спостерігались за такими складовими Індексу конкурентоспроможності як рівень безпеки в країні та бізнес-середовище. Обґрунтовано шляхи підвищення конкурентоспроможності України на європейському ринку туристичних послуг. ; The article defines Ukraine's competitiveness in the European tourist services market as an opportunity to ensure production of such a tourist product that will be able to compete in the established environment of the European market, that is, more than comparing to competitors meet the needs and expectations of tourists, reflect the optimal price–quality ratio.The position of Ukraine in the rating of the World Travel and Tourism Competitiveness Index for 2013 and 2017 in comparison with the European countries is researched. Ukraine is disclosed to be ranked after all the EU countries and is only ahead of Macedonia, Serbia, Albania, Bosnia and Herzegovina and Moldova in this regard. It is revealed that Ukraine does not make sufficient use of favorable preconditions for proper development of inbound tourism, which includes its favorable geopolitical position, natural, recreational, cultural and historical resources.The problems reducing competitiveness of tourist products of Ukraine in the European market are identified, namely: significant physical and moral depreciation of the material base of tourism; insufficient number of hotels and other means of placing with modern level of comfort, meeting the international standards; unsatisfactory safety conditions; low quality of roads; insufficient advertising and information support or even lack of information in European countries on the various places of Ukraine; weak management culture of tourism, etc., which testifies to ineffectiveness of the marketing policy for promotion of Ukrainian tourist product to the European market.The position of Ukraine is analyzed with respect to the components of the Tourism Competitiveness Index, which are united into four groups (subindexes) characterizing the favorable environment in the country for tourism development, the state policy and the creation of favorable conditions in travel and tourism area, infrastructure, natural and cultural resources under 14 aggregate indicators related to inflow of tourists. It is revealed that Ukraine's competitive advantages are health and hygiene, human resources and labour market, price competitiveness of the tourism industry, cultural resources and business travel. The worst indicators were observed for such components of the Competitiveness Index as the level of security in the country and the business environment.The ways of increase of competitiveness of Ukraine in the European market of tourist services are substantiated.

Purpose. In this study, a model is developed for making purchasing decisions by consumers on the travel agency market.

Method. Research on the purchasing process by tourists was carried out applying the diagnostic survey method. Making efforts to ensure that research on the behaviour of consumers regarding tourist services and determinants concerning participation of Polish society in tourism are characterised by reliability, the selection of the sample was purpose-specific, while the control variables were region, gender, type of residence (city, village) and age. The community structure was determined as 0.01% of the entire Polish population (precisely, 3,071 persons). Data from the surveys were developed in the Statistica 13.3 program using the logistic regression model.

Findings. Prior travel traditions, fashion and desire to rest influence the need to travel. Stimulating the need for travel is necessary to start the purchasing process by a potential consumer of tourist services. When choosing a travel agency, potential tourists are mainly guided by a wide range of tourist services catalogues, the number and attractiveness of last-minute offers, as well as trip safety. However, to attract loyal customers, a travel agency should primarily take care of after-sales contact, send birthday and holiday wishes to its clients, efficiently respond to all types of queries, and quickly and reliably respond to complaints. They should also make sure the website of their travel agency is interesting.

Research and conclusions limitations. The characteristics of the participants constitute a limitation, as they all come from Poland. Therefore, future research must replicate this study with residents from other geographical and cultural contexts to generalise the present findings to Europe. According to some researchers, using multiple regression analysis and null hypothesis significance testing is not an appropriate scientific practice. Better results are presumed to be obtained by using asymmetric case outcome modelling.

Practical implications. The research results may be helpful for travel agency executives and other tourism entrepreneurs. Knowing the factors that influence the choice of a travel agency and the correct after-sales contact with the tourist will help tour operators gain regular customers.

Originality. The innovativeness of the work concerns developing a new graphic model of tourist behaviour on the travel agency market. To indicate the determinants of travel, factors influencing the purchase process and the choice of travel agencies, and how the post-sale contact between tour operators and tourists should be conducted.

Type of paper. In the article, the results of empirical research are presented, based on which the theoretical model of tourist behaviour on the travel agency market was created.

The article aims to research problems and prospects of development of the tourist services market of Ukraine. According to the method of developing the environmental profile, the factors of external and internal environment that have impact on the development of Ukraine's tourism industry have been determined. It is defined that the most influential factors of the microenvironment are the high degree of customer commitment to the services of tourist enterprises, the provision of payment forms and terms of receiving services favorable to tourist enterprises, the low level of consumer awareness about the tourist enterprises' services, the mismatch of the range (quality) of services to customer requirements, buyers' high sensitivity to the price. It is established that the tourism industry enterprises are most influenced by the following macroenvironmental factors: economic, political, ecological, scientific and technological. According to the research results, the paper determines the strategic goal of Ukraine's tourist services market development – to make Ukraine a country of clean and attractive environment, as well as of culture, tourism and recreation. Coefficients of influence of micro-, macro- and internal environmental factors on Ukraine's tourist services market development are calculated and their influence on Ukraine's tourist industry development is investigated. According to the SWOT analysis results, the strategy of the tourist services market development is substantiated. This is a reference strategy of development – the strategy of concentrated growth implemented in the same direction as the market development. The implementation of this strategy requires considerable marketing efforts on the part of tourism enterprises. It is proved that the effectiveness of the strategy depends on organizing the process of its implementation and control over the implementation. The priority directions of implementing the strategy of Ukriane's tourist services market development are defined: to increase regions' competitiveness and strengthen their resource potential, to ensure human resources development and interregional cooperation. JEL Classification: R58. ; Досліджено проблеми та перспективи розвитку ринку туристичних послуг України. За методом розробки профілю середовища визначено фактори зовнішнього та внутрішнього середовищ, які мають вплив на розвиток туристичної галузі України. Розраховано коефіцієнти впливу факторів мікро-, макро- та внутрішнього середовища на розвиток ринку туристичних послуг України та досліджено їх вплив на розвиток туристичної галузі України. За результатами SWOT-аналізу обґрунтовано стратегію розвитку ринку туристичних послуг. Це еталонна стратегія розвитку – стратегія концентрованого зростання, яка реалізується за напрямом розвитку ринку. Реалізація цієї стратегії вимагає значних маркетингових зусиль з боку туристичних підприємств. Доведено, що ефективність стратегії залежить від організації процесу її реалізації та контролю за виконанням. Визначено пріоритетні напрямами реалізації стратегії розвитку ринку туристичних послуг України цє: підвищення конкурентоспроможності регіонів та зміцнення їх ресурсного потенціалу; забезпечення розвитку людських ресурсів; та розвиток міжрегіонального співробітництва. JEL Classification: R58. ; Исследованы проблемы и перспективы развития рынка туристических услуг Украины. По методу разработки профиля среды определены факторы внешней и внутренней среды, которые влияют на развитие туристической отрасли Украины. Определено, что наиболее влиятельными факторами микросреды является высокая степень приверженности покупателей к услугам туристических предприятий, предоставление посредниками выгодных для туристических предприятий форм оплаты и условий получения услуг, низкий уровень информированности потребителей об услугах туристических предприятий, несоответствие ассортимента (качества) услуг требованиям покупателей, высокая чувствительность покупателей к цене. Установлено, что на предприятия туристической отрасли больше всего влияют такие факторы макроокружения: экономические, политические, экологические и научно-технического прогресса. По результатам исследования определена стратегическая цель развития рынка туристических услуг Украины – сделать Украину страной чистой и привлекательной в окружающей среде, культуре, туризма и рекреации. Рассчитаны коэффициенты влияния факторов микро-, макро- и внутренней среды на развитие рынка туристических услуг Украины и исследованы их влияние на развитие туристической отрасли Украины. По результатам SWOT-анализа разработана стратегия развития рынка туристических услуг. Это эталонная стратегия развития – стратегия концентрированного роста, которая реализуется по направлению развития рынка. Реализация этой стратегии требует значительных маркетинговых усилий со стороны туристических компаний. Доказано, что эффективность стратегии зависит от организации процесса реализации и контроля за выполнением. Определены приоритетные направления реализации стратегии развития рынка туристических услуг Украины это: повышение конкурентоспособности регионов и укрепление их ресурсного потенциала, обеспечение развития человеческих ресурсов и межрегионального сотрудничества. JEL Classification: R58.