ХАРАКТЕРИСТИКА ФАКТОРОВ ВНЕШНЕЙ И ВНУТРЕННЕЙ СРЕДЫ, ВЛИЯЮЩИХ НА КОНКУРЕНТОСПОСОБНОСТЬ САНАТОРНО-КУРОРТНОЙ ОРГАНИЗАЦИИ

Abstract

The article considers the main characteristics of the factors of the external and internal environment of the competitiveness of sanatorium-resort organizations. Currently, the sanatorium-resort complex of the CMS region is characterized by a positive dynamics of the tourist flow. Sanatoriums of the region work in a highly competitive saturated market, where demand is met by many service providers of various forms of ownership. At the same time, the acquisition and retention of competitive advantages is a key function of any institution. Increasing the competitiveness of a sanatorium-resort organization will lead not only to an increase in financial results, but also to an increase in the quality of service for recreants in a particular sanatorium-resort organization and in the industry as a whole. Market relations have put sanatorium-resort enterprises in completely new conditions of existence and created new forms of interaction with the state, partners, consumers. The key component of the external microenvironment are consumers of services, because it is to meet their needs that the activities of the North Kazakhstan Region are directed, therefore, special attention is paid in the study to the description of the profiles of consumers of services, the motivational factors that encourage them to purchase spa services are identified. The goals and objectives of the sanatorium-resort organization as components of the internal environment set a specific intention to which it is necessary to come. The main socio-economic goals of the North Kazakhstan Region are: obtaining economic stability in a market economy by achieving financial stability; increasing the level and quality of spa treatment and recreation services provided, different from competitors; systematic expansion of the organization's resource availability in material, technical and personnel terms. Speaking about the competitive advantage of an institution as a manufacturer of spa services, it is necessary to take into account that ensuring a competitive advantage is a long-term process of development of the organization.