ФОРМИРОВАНИЕ КОНЦЕПЦИИ ИЗМЕРЕНИЯ ЭФФЕКТИВНОСТИ В ТУРИЗМЕ ПУТЕМ ЦЕПОЧКИ СОЗДАНИЯ СТОИМОСТИ ТУРИСТСКОГО ПРОДУКТА

Abstract

Goal. The purpose of this study is to determine the applicability of the concept of value chain in the tourism industry to manage and measure the processes of product value formation. Despite the fact that the tourism industry is represented by various participants, the demand for tourism is met by the joint efforts of these participants. However, at the moment, there is no model in the literature on tourism management that could help travel companies evaluate and control the overall value chain of a tourism product. This article attempts to fill this gap and show the applicability of the concept of value chain in the tourism industry. Tasks. In this study, the authors tried to develop a model of the value chain in the tourism sector, which includes four stages: product ordering, pre-use support, application (use) and post-use support. This model allows you to systematize the processes of value creation in the tourism industry and ensure the best organization of the work of travel companies. In addition, based on the developed value chain model, a model for measuring the effectiveness of this chain in the tourism industry is proposed. This measurement model allows you to evaluate the effectiveness of each stage of the value chain and the overall efficiency of the entire process. This approach allows travel companies to more accurately monitor and manage their activities, optimize processes and improve the quality of services provided. Thus, the developed models of the value chain and the measurement of its effectiveness represent important tools for improving management and control in the tourism industry. They allow travel companies to interact more consciously and effectively with other participants in the value chain and achieve more successful results. Methodology. The authors used such research methods as statistical analysis, observation, generalization, description and graphical modeling. Results. This study confirms the possibility of considering the tourism industry as a value chain and the need to develop an efficiency management and measurement system focused on this tourism value chain of the product. Such a system would allow industry participants to interact and coordinate their processes and activities in a more mature way. Conclusions. The practical implications of this study are that travel companies can use the proposed model as a guide to evaluate their effectiveness, taking into account customer requirements and internal aspects related to the value chain. A comparison of existing approaches to measuring efficiency with the proposed model of the value chain in tourism reveals gaps that may be the subject of further research. These gaps include the need to consider the tourism industry as a continuous value chain, to understand and measure the performance of order processing and support processes before using a product, and to manage the application (use) process as a whole, rather than individual unrelated services. The model is intended for use by practitioners in the development and implementation of a system that evaluates the effectiveness of the entire tourism chain using both internal and customer-related indicators. The originality and value of this study lies in emphasizing the need to evaluate the entire value chain in the tourism industry, taking into account customer requirements and internal aspects, as well as in offering a unique model to achieve this goal.