Assessment Of Tour Operators Competitiveness Based On Innovative Pricing Strategies

Abstract

In the Russian tourism market, there is intense competition between tour operators, the operating conditions of which in the international tourism market are continually changing. Strengthening competition and reducing the solvency of the population creates a real need to develop competitive advantages by improving pricing strategies for the sale of tourism products. In this regard, the analysis of the forms and means of competitive actions of major players in the tourism market is of great scientific and practical interest. Of interest are leading tour operators, especially the implementation of their price decisions and strategies as a tool for market positioning and a reasonable assessment of their competitiveness levels. The article is devoted to the study of market activity and the identification of the modern picture of the competitive positioning of leading tour operators in the Russian tourism market. The subject of the survey is the tools to enhance sales policy and new approaches to pricing to increase the competitiveness of tourism organizations. The work is devoted to the analysis of modern pricing strategies of tour operators, used by them for increase the attractiveness of tourism products formed and sold by them, to identify types and systematize information about the tariffs they use; building based on their analysis of assessments of the levels of competitiveness of tour operators working in the areas of outbound tourism. The results of solving similar problems are presented in this paper and can be used by interested parties.