Abstract
The modern tourism market is characterized by an increased struggle of tour operators for consumers and meeting their needs. Today a condition for the successful functioning of travel companies is the increasing differentiation of supply and the expansion of the range of package tours and services. However, any solutions should be preceded by their theoretical development. During the course of article writing, the authors set themselves as a goal is an analytical understanding of the methodology for managing the differentiation of package tours and services in order to solve the problem of ensuring high consumer value based on their differentiation by consumer characteristics, regardless of the type of services package and the purpose of travel. The article substantiates the feasibility of managing the differentiation of package tours as a source of increasing their consumer value in the dynamics of consumer expectations, and also presents a new author’s methodology for studying the process of differentiation of package tours. The results of study are of theoretical and practical significance. They can be used as a basis for further scientific research, and they can also be used in the practical activities of tour operators to differentiate their offer in the market and thereby increase their competitiveness and increase profits.
Highlights
In the globalized world economy, the development of national tourism is associated with the promotion of tourist products to new segments of the tourist market
Asymmetry of information about the quality and consumer properties of a tourist product determine the priority of better coverage of the needs of consumers with specific requirements through the formation of an individualized tourist offer; increasing the role of competitive interaction of business entities, which encourages the acquisition of competitive advantages that ensure the competitiveness of tourism enterprises
In accordance with the goals of this study, which aims to expand the methodological bases of differentiation of package tours to solve the problem of ensuring high consumer value of package tours and tourist services based on their differentiation by consumer characteristics, regardless of the type of tourist package and the purpose of travel, this study used samples of package tour consumers from not coastal regions of Europe (Belarus) and Asia (Hubei province, China) in 2019
Summary
In the globalized world economy, the development of national tourism is associated with the promotion of tourist products to new segments of the tourist market. Asymmetry of information about the quality and consumer properties of a tourist product determine the priority of better coverage of the needs of consumers with specific requirements through the formation of an individualized tourist offer; increasing the role of competitive interaction of business entities, which encourages the acquisition of competitive advantages that ensure the competitiveness of tourism enterprises Ganski et al Development of a methodology for managing of service packages supply differentiation in the
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