Политика ценообразования в туризме как один из факторов формирования имиджа дестинации

Abstract

There are several challenges on way to the forming modern international tourist center on the territory of Crimea meeting the criteria of a year-round, demand and competitiveness. The harmonization of tourism product’s prices and its quality is the main among them. Existing currently unbalanced price policy of tourist service enterprises in the territory of the peninsula could have a negative impact on the region’s image and lead to the loss of competitive position in the market of tourist services. This explains the relevance of this study and its purpose.
 The research aimed at evaluating the experience of successful development of tourism in foreign destinations and analyzing the factors influencing the pricing policy of tourist service enterprises in the Crimean destinations.
 To achieve the objectives of the study the authors analyze the approaches to the definition of "destination" and "image". There are a variety of definitions of these terms, but they are all focused on a consumer’s comprehensive perception of tourism product. The distinctive features of main consumer of tourist services in Crimea are established. The reasons for the success of tourism in the destinations in Turkey and Egypt are analyzed. The authors have revealed that the government's efforts to support enterprises in Crimean tourism industry create preconditions for improving the quality of tourism products and the introduction of pricing policies aimed at reducing prices. The article provides an analysis of the factors influencing the pricing policy of tourist service enterprises in Crimean destinations through the method of PEST-analysis. The authors concluded that the current pricing policy of the majority of tourist service companies on the territory of the Republic of Crimea, is apart from the pricing policy of its nearest competitors, does not meet the quality of service and, therefore, does not meet the expectations of the consumers.