Abstract
Under the modern conditions of quick development of tourism in the world, which sets strict requirements to the level of work of tourist companies, there is an urgent need for systemic study of general and specific attributes of tourist business, its organization, regularities of development and management, and its intersectoral and infrastructural interconnections. The article studies peculiarities of development of tourist market in Russia and factors of development of tourism under the conditions of economic instability, determines top-priority directions of state’s support for tourist industry, distinguishes main attributes of tourist services which should be taken into account during marketing research, and determines main stages of marketing research. It is determined that under the conditions of economic and political instability, the necessity for re-orientation of the flow of international outbound Russian tourism at the development of internal tourism is obvious, and development of tourist industry requires a complex of measures that consists in formation of effective system of marketing, thus leading to the necessity for satisfaction of needs of foreign and internal tourists in the region of stay. The main purpose of this article is to determine factors of development of tourism under the conditions of economic instability and develop methodological instrumentarium for increase of competitiveness of tourist industry enterprises under the modern conditions. The authors use the data received as a result of research, conducted with the use of methods of statistical and graphical analysis, which allowed reflecting specifics of tourist market in Russia and of strategic segmenting. The result of implementation of these measures of tourism development and use of marketing instrumentarium will be the creation of modern and technically equipped tourist industry, capable of satisfying needs of Russian and foreign citizens. DOI: 10.5901/mjss.2015.v6n6s4p99
Highlights
Development of the market of international services is one of the manifestations of globalization
The recent year showed the reduction of these indicators by 3% and 4%, correspondingly – which was caused by sanctions from foreign countries and ruble depreciation, weakening the Russian tourist industry by the end of the year
It is obvious that development of tourist industry requires a complex of measures which consists in: − formation of effective system of financial support; − development and stimulation of business activities in the sphere of tourism; − preparation of highly-qualified specialists in the sphere of tourism; − use of advertising and image policy; − development of the system of evaluation of quality of offered tourist services; − expansion and implementation of informational technologies, which will stipulate the most convenient consumption of tourist service: use of technologies of visualization of expected trips; preliminary reservation; full informational support of tourist tour, including transport one
Summary
Development of the market of international services is one of the manifestations of globalization. An important sector in the structure of international service market is tourism, which, due to quick rates of growth in the first decade of the 21st century (despite the global crisis, range of natural cataclysms, and political conflicts) became the first as to economic. The Russian Federation holds a form position in the international tourism market; in 2012, Russia ranked among the top-10 countries as to the number of tourist visits, showing a serious two-digit rate of growth of this indicator (13.4%) and ranked 5th as to tourists’ expenses. Revenues from tourist grew over the three years, but this growth was insignificant (1.2%) Under these conditions, special actuality belongs to the study of issues of the increase of competitiveness of companies of tourist industry on the basis of marketing approaches
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