Game Simulation of Choosing the Optimal Strategy for Providing a Tourist Product, Taking Into Account the Preferences of Consumers in the Tourist Market

Abstract

Purpose of the study. The purpose of this study is to identify models and model parameters for modeling the demand for tourism services. The growing uncertainty in the tourism market requires a review of the decision-making process. A significant role in improving the quality of decisions is traditionally assigned to economic cybernetics, in particular its section – game theory. Within the framework of this article, many tasks are identified, the solution of which will contribute to a wider application of game modeling in conditions of heterogeneity of demand for tourist products. Materials and methods. The solution of these tasks implies the choice of control parameters (the price of tourist products, the quality of tourist services provided, the number of tourists accepted, the number of rooms of various classes, etc.), taking into account the preferences of consumers in the tourist market for choosing a hotel category and accommodation class, loyalty to the pricing policy of hotels, etc., creating a variety of strategies of the player (hotel manager), creating multiple states of nature and meaningful interpretation of each state of nature in terms of the considered situation of the tourism industry, a quantitative assessment of the usefulness of implementing each player’s strategy taking into account all possible states of nature, an assessment of the probability (possibility) of each state of nature and justification for choosing the level of confidence in the available information and the selection of the necessary criteria for the study of the constructed game model. Results. A game model of choosing the optimal strategy for providing a tourist product is constructed, the distinctive feature of which is taking into account the preferences of consumers in the tourist market. The construction and analysis of a model for choosing the optimal strategy for providing a tourist product makes it possible to compare in a new way the various strategies of decision makers who form tourist products, taking into account the existing probabilistic distribution of demand and consumer preferences. Conclusion. Game modeling of situations in the market of tourist services can be supplemented by the use of multicriteria optimization methods. In the process of analyzing situations in the tourism market, it is necessary to pay more attention to the formation of a set of criteria, as well as obtaining additional information about the hierarchy of criteria.