Abstract
Abstract. The article presents a scientific discussion on trends and prospects for product innovation in the tourism business. The main objective of the study is to substantiate the nature and role of innovative tourism products in improving the efficiency of economic and product activities of tourism enterprises, the need for their implementation in tourism at its present stage in Ukraine. Analysis of literature sources and existing approaches to solving the problem of implementation of innovative products by tourism enterprises allowed us to formulate conceptual tools in this area, taking into account industry specifics, to characterize the types of product innovations of tourism enterprises. The topicality of solving this scientific problem boils down to the fact that in conditions of competition, the development of tourism business is ensured primarily by the use of product innovations by tourism enterprises, the introduction of effective ways to implement priority areas of innovation. The study of the problem of implementation of innovative tourist products in the practical activities of enterprises is carried out in the following logical sequence: the subject matter and types of innovative tourist products have been analysed, the main prerequisites for their implementation in the activities of enterprises have been defined; the main trends in the development of innovations in the tourism business of Ukraine, in particular, new tourism products and innovative approaches used to retain regular customers and attract new ones in a competitive environment; an optimal model of implementation of innovative tourist products has been developed. The methodological tools of the conducted study were general theoretical and specific methods, in particular, logical and dialectical, graphoanalytical method, method of scientific abstraction, systemic and integrated approaches. The study covered the period of 2010—2019. The object of research is an innovative tourist product that allowed implementation of its model taking into account the effect of external and internal environment. The article presents the results of empirical analysis of the main trends in the development of innovation at the present stage of development of the tourism business in Ukraine. In addition, there are reasons that inhibit innovation in tourism, which must be taken into account for the development and implementation of innovative tourist products. The study theoretically proves and supports that the development of innovative activities and the introduction of innovative tourist products provide tourism enterprises with competitive advantages. The results of the study can be useful in the practical work of travel agencies that seek to create a portfolio of innovative products and increase the efficiency of their activities. Кeywords: іnnovation, innovative product, innovative tourist product, tourist business, kinds of product innovations in tourism, the model of implementation of innovative tourism product. JEL Classification B26, B41, C58, F43, G15, H42 Formulas: 0; fig.: 4; tabl.: 1; bibl.: 36.
Highlights
In the conditions of saturation of the market and strengthening of competition development of tourism business is promoted first of all by scientific and technical progress as well as intellectualization of the main factors of service
A need arises to develop innovative tourist products, i.e. product innovations, through which customers seek to use the services of a given tourism enterprise
Innovative concepts of existing tourism enterprises operating in Ukraine have provided them with a fairly stable competitive advantage and, as a result, with the possibility to effectively function in the market even in economic crisis conditions
Summary
In the conditions of saturation of the market and strengthening of competition development of tourism business is promoted first of all by scientific and technical progress as well as intellectualization of the main factors of service. The methodological basis of the scientific article is general theoretical and specific research methods, in particular, the method of logical generalization (logical and dialectical) to reveal the subject matter and content of the category «product innovation», the method of scientific abstraction in substantiating the concept of «innovative tourism product»; graphoanalytical method for analysis, comparison and visualization of indicators of development and effectiveness of tourism and innovation activities, systematic and complex approaches to study the types of innovative tourist products, to define the basic provisions for the implementation of product innovations. Innovative concepts of existing tourism enterprises operating in Ukraine have provided them with a fairly stable competitive advantage (thanks to a unique product offer) and, as a result, with the possibility to effectively function in the market even in economic crisis conditions (especially if such enterprises were focused on democratic pricing policy, providing consumers with quality service together with cost optimization). It should be noted that during the crisis (2013—2015) the financial results of tourism enterprises in Ukraine decreased more than twice compared to 2012 and only in 2017 reached a positive value — 39.2 million UAH and in 2019 increased to UAH 127.1 million
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