Classified model and characteristics of strategies at tourist companies

Abstract

The research is devoted to the assessment of the scientific approaches to the identification of classification features of the strategy and its types distinguished in accordance with the mentioned features. The research object is the activities of tourist companies and this determines the choice of strategies typical for the tourism field. It is substantiated that the scientific approaches to the classification of strategies are various in specific literature because of obscurity in the strategy definition, vagueness and plurality of its classified features. Due to the current research the authors have improved the classified model of strategies for tourist companies that will result in making effective management decisions directed to the development of enterprise potential under conditions of unstable and unpredictable external environment. The paper singles out the peculiarities of functioning the tourism branch, which are the following : high sensitivity to the changes in external environment; the high level of competition in the field; dynamics and the lack of necessity for the use of «far-seeing» strategies; insufficiency of information provision for the application of traditional western models and matric methods of strategy development; time gap between obtaining the service and its consumption; a great number of intermediaries; seasonal swings in demands; the sudden shift of external environment caused by cyclicity, globalization, political decisions of separate countries and etc. The article shows essential differences in the development of financial strategies of small-scale enterprises and stock companies of tourist business. It is substantiated that small-scale enterprises develop strategies directed to a higher level of personal services, occupational competence, ability and experience in designing, the best knowledge of regional conditions and flexible decisions caused by the peculiarities of the received orders. Taking into account the peculiarities of functioning tourist companies of small- and middle-scale business, and according to the classification proposed, the author suggests the following priority in strategies: the 1-st priority is focusing on differentiation; the 2-nd priority is differentiation; the 3-d priority is focusing on expenditures; the 4-th priority is the leadership according to the expenditures.