Tourism Enterprises Research Articles

ЗАСАДИ ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ В ПРОЦЕСІ УПРАВЛІННЯ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

The article considers the specifics of developing a marketing strategy as a means of ensuring sustainable economic development of a tourism enterprise. The principles of marketing strategy formation are presented. The problem of proper formation of the marketing strategy is raised, which requires setting appropriate goals and objectives, the implementation of which in specific market conditions will lead to the achievement of the general corporate goals. Attention is drawn to the importance of harmonizing the interests of three stakeholders - the tourism enterprise, consumers and the public. Thus, when building an effective marketing strategy, a tourism company should rely on its own goals, available resource potential, the specifics of the tourism market, consumer needs and public interests. Great importance is attached to setting marketing goals of a tourism enterprise as a mandatory element of marketing management. Attention is drawn to the subordinate position of marketing goals in relation to the general goals of a tourism enterprise, which are the means of achieving them. The goals that form the basis of the marketing strategy relate to two aspects of the enterprise, namely products and markets, and also include the goals of product policy, pricing policy, distribution policy and communication policy. The specifics of forming a marketing strategy are considered, taking into account the product-market matrix of a tourism enterprise. The essence and importance of the marketing strategy, as well as its components, are revealed. An important role is assigned to market segmentation, identification of target markets, positioning of the tourism product, determination of competitive advantages of the tourism enterprise. The principles and requirements for the formation of a marketing strategy of a tourism enterprise are considered, compliance with which should ensure the effective implementation of marketing functions and tasks. Attention is drawn to the complexity and multifacetedness of the process of developing a marketing strategy, which requires taking into account the general goals of a tourism enterprise, the state of the external marketing environment, the capabilities of the enterprise, and the degree of risk.

Opportunities and Challenges in Implementing AIS Practices: Insights from Boac, Marinduque’s Tourism Business

This study investigates challenges encountered by tourism enterprises in Boac, Marinduque, during the integration of accounting information systems (AIS) and strategies employed to overcome these problems. Through a qualitative research approach involving interviews with ten tourism-related businesses, the study assesses the efficacy of current AIS and plans for future enhancement. Key hurdles in AIS integration include insufficient training, a lack of technical understanding, and financial barriers. Regardless of these, businesses deploy diverse methods to mitigate these issues, such as hiring experts, using cloud-based software, and investing in workforce training. Although the current AIS is deemed reasonably efficient, there is a recognized need for development. Initiatives are underway for technology funding, strengthening internal controls, and expert recommendation acquisition. Findings suggest that with the aid of addressing AIS implementation challenges, tourism businesses in Boac, Marinduque, can enhance their financial reporting, decision-making tactics, and overall performance. The study underscores that human error in financial reporting can extensively impact operations, necessitating measures to reduce related risks. These insights are crucial for tourism enterprise stakeholders, policymakers, educators, and researchers in Marinduque and comparable tourist locations within the Philippines, contributing to the domains of tourism management, accounting, and information systems.

ОЦІНКА ІНВЕСТИЦІЙНОЇ ПРИВАБЛИВОСТІ СФЕРИ ТУРИЗМУ СТАТИСТИЧНИМИ ТА МАТЕМАТИЧНИМИ МЕТОДАМИ

The purpose of the article is to conduct an analysis of the investment attractiveness of tourism industry sectors for planning the process of sustainable development of tourism and hospitality industry enterprises. Recovery of Ukraine's economy after the war is impossible without the development of the tourism industry. Affected by Russian military aggression and the global pandemic, the tourism industry will feel a great need for investment income for sustainable development. A detailed scientific analysis of the enterprise's economic activity is necessary for the effectiveness of the investment project. The evaluation of indicators of the attractiveness of investments in the tourism industry was carried out using statistical and economic-mathematical methods on the basis of financial indicators of the activities of tourism enterprises using the concept of the optimal portfolio of investments, initiated by H. Markovits. According to the results of the financial performance indicators of tourism enterprises for 2016-2019, the coefficients of investment attractiveness of various sectors were found, namely the profitability and risk of capital investments in the enterprise. Solving the problem of quadratic programming using the SOLVER package based on MS EXCEL spreadsheets made it possible to identify the most attractive sectors of the tourism industry, that is, those with a higher rate of return and a low level of riskiness of capital investments. Among the tourism business enterprises, these were "activities of travel agencies", as well as "provision of other booking services and related activities". Studies have shown that certain tourism industries are closely correlated in their cooperation, which is quite understandable. A promising direction of further development of the raised topic is the development of methods of practical application of the obtained results for carrying out investment activities in the real sector of the tourism industry for the restoration of sustainable financial and economic development of economic entities in the post-war period.

Types of innovative excursions in Kazakhstan

Tourism is becoming one of the leading and growing industries in the current conditions of the development of the world economy.In order to dynamically develop tourism and attract income to the country's economy, tour operators producing a tourism product should use innovative tourist routes to meet the needs of domestic and foreign tourists. Expected results through innovation strengthen the relationship between tourism enterprises and consumers, also allow tour operators to change their product to a new type, different from the usual. The article discusses the types and forms of innovative tourism in Kazakhstan.

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Objective. The purpose of the article is to study the essence and role of empirical models of consumer persuasion in the advertising activities of tourism enterprises. Achieving the goal involves solving the following tasks: to determine the most effective channels for attracting customers, analyze the models of the hierarchy of reactions to communication with consumers, characterize empirical models of consumer persuasion and prove the feasibility of their use in the advertising activities of tourism enterprises . Methods. Analytical, comparative and historical research methods were used to solve the main tasks. Results. The article considers the essence and role of empirical models of consumer persuasion in the advertising activities of a tourism enterprise. Attention is focused on the need for efforts of a tourism enterprise to understand the psychology of consumers in order to ensure targeted impact on them by advertising means. The theoretical foundations of traditional behavioral theories that study models of persuasion from a psychological perspective are analyzed and empirical models of persuasion are proposed, namely, logical, associative and innovative, since the use of digital technologies allows an integrated approach to the use of the proposed models, which facilitates the choice of channels for distributing advertising and processing information received from consumers.. Scientific novelty. The scientific novelty of the study lies in the development of empirical models of persuasion of consumers of tourism services. The proposed models reflect the stage at which the consumer makes a decision to purchase a tourism product, which will allow to identify heterogeneous features within each of the target groups and correlate accordingly with the content and format of the information message itself and the channel of its distribution. The use of digital technologies makes it possible to use them within a single message to different categories of consumers, which facilitates the choice of distribution channels and processing of the information received. Practical significance. The proposed models can be used in the advertising activities of tourism enterprises to increase their efficiency. Key words: tourism, advertising activity, tourism enterprise, traditional models of persuasion, empirical models of persuasion.

The influence of key success factors on business growth for tourism business along Thailand’s Andaman coast: moderating role of location

Purpose – This research aimed to examine the influences of key success factors on business growth. Additionally, it aimed to examine the moderating role of the location of the tourism enterprise. Design – Multiple regression was used and a variable selection tool was employed to test a statistical model both for the aggregate and in the context of individual provinces. Methodology – Quantitative research methods were used in this research. Approach – The convenience sampling method was used. Data was collected from fourhundred and nineteen tourism enterprises along the Andaman Coast in Thailand using online and in-person questionnaires. Findings – The results showed a positive influence of some dimensions of key success factors on business growth during the pandemic crisis COVID -19. In addition, the results showed that business location played a positive moderating role. Originality of the research – Key success factors are important concepts for business models to improve and increase the growth of a company. However, there are few studies that attempt to find out the key success factors in the context of tourism businesses that have been significantly affected by the COVID -19 pandemic. Therefore, this research aims to fill a gap in academic and practical discussions and implications.

Digital technologies and sustainable tourism in Kazakhstan: opportunities and challenges

The tourism industry has undergone a remarkable transformation due to the advent of digital technologies. This has led to a complete revolution in tourism enterprises, products, and experiences, as well as the entire business ecosystem and destinations. Digitalization has also reshaped the conventional roles of both tourism producers and consumers, giving rise to new roles, relationships, business models, and skill sets. The emergence of digital platforms has significantly expanded the array and quantity of tourism offerings, services, and experiences. The on-demand functionality of these platforms has accelerated the pace of economic transactions, market awareness, and feedback mechanisms, further fueling the growth of the tourism sector. Kazakhstan, a vast and diverse nation, is increasingly positioning itself as a sustainable tourism destination. In this article, we delve into the opportunities and challenges presented by the integration of digital technologies in the context of sustainable tourism development in Kazakhstan. Referring to relevant studies and data, we draw attention to the fact that digital tools can increase government revenue, marketing and development methods.

Organization of marketing activities in the tourism sphere: modern approach

The article aimed at research of various scientific approaches to «marketing» concept essence defining, defines the main functions and main specific characteristics of marketing activity. The main factors of influence on the marketing activities organization at the tourism enterprise have been determined in view of the tourism product complex nature and the tourism interdisciplinary nature. The impact of the main external and internal factors that prevent the effective development of the industry and the realization of the Ukraine regions tourism potential has been analyzed and quantified. The state and prospects for the national tourism industry development have been studied, and the key tasks of tourist enterprise marketing activities organizing in post-war recovery period have been determined. JEL Classification: A13, M14, M19, M30

ЗАВДАННЯ МАРКЕТИНГОВОГО МЕНЕДЖМЕНТУ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

The article discusses marketing management as a means of achieving the goals of a tourism enterprise. The essence of marketing management, its specificity and features, meaning and importance in achieving success on the market is revealed. An important role in the process of marketing management is assigned to the development of an effective marketing complex, the implementation of those tools that will correspond to the market situation and the goals and objectives set for the enterprise. In particular, we are talking about managing such elements of the marketing mix as product, price, distribution and promotion. Emphasis is placed on finding target markets, positioning the tourist product, formation competitive advantages and creating an effective marketing mix. The tasks that a tourism enterprise can solve with the help of marketing management are described. The role of the marketing information system, which provides the management of the tourism enterprise with operational, important and reliable information with acceptable costs, is determined. The need to conduct marketing research of target market subjects, in particular, consumers, suppliers, intermediaries, competitors, to develop on this basis forecasts for the development and sales of a tourist product is considered. An important role is given to the analysis of the competitive opportunities of the tourism enterprise, taking into account its resources. All this becomes the basis for the formation of the marketing strategy of the tourism enterprise. At the same time, important tasks are the management of personnel responsible for sales and marketing, as well as the development and application of a system for controlling the marketing activities of a tourism enterprise. This system should ensure the proper implementation of all intended marketing plans and programs, identify and prevent possible deviations, identify the need for corrections. Based on the defined tasks, the main stages of the marketing management process are revealed, the main actions to be taken at each of them are described. Thus, the main role of marketing management is reduced to the formation of an effective system that will optimally combine various means of marketing, will make it possible to take into account the requirements and needs of consumers, will provide significant competitive advantages and stable market positions of the enterprise.

Seasonal Conditions of Labor Demand: An Empirical Research on Employment Practices in Tourist Enterprises in Poland

Seasonal Conditions of Labor Demand: An Empirical Research on Employment Practices in Tourist Enterprises in Poland

ТУРИЗМ 2022 РОКУ: АНАЛІЗ ТА ПЕРСПЕКТИВИ РОЗВИТКУ

The article researches the development of tourism during 2000–2022 in the world and in Ukraine. Considerable attention is paid to the impact of the war in Ukraine on tourist flows both in the country and in the world. It was established that in the first half of 2022 there was a significant drop in air transport in European countries as a result of the war, where Moldova, Romania, Slovenia, Latvia, Finland and the Czech Republic were the most affected. An analysis of the dynamics of intra-European travel and air transportation showed that from mid-2022 there was an increase in the number of tourists, with a certain excess of indicators to the level of the pandemic. According to individual tourist destinations, there was a qualitative increase in the number of tourist arrivals in 2022, with positive forecast growth in the coming years, in countries such as France, Spain, Italy, Greece and Germany. It is determined that tourism in the world and in Ukraine had slightly different trends in development, where the impact of global events on the drop in tourist flows, in particular, the financial crisis and the pandemic, became common. However, the rate of development of tourism in Ukraine exceeded that of the world, where there was an increase in the share of domestic tourists who were served by tourist enterprises (after 2008). The analysis of the development of tourism in Ukraine during 2000–2022 showed that after Euro-2012 the inflow into the country began to decrease, which was significantly affected by the events of 2014. The work pays attention to the dynamics of the number of tourist operators and travel agencies (2000–2020) and key results of their activities. It is noted that in 2022 there was an increase in the payment of the tourist tax due to internal displacement due to the war. At the same time, the number of tourist enterprises has decreased. Using the example of the leading tourist operators of Ukraine, their activities during the war were considered, where it was determined that there was a change in the formats and types of tourist activities. The current trends in the development of tourist activity are considered, where the safety of tourists, the reduction of the depth of the order and the cost of the tourist ticket, as well as the change in the preferences of the tourists themselves regarding recreation with the predominance of solo tours and the use of OTA channels are considered.

Transitioning Away from an Oil-based Economy through Saudi Arabia’s Vision 2030

To modify the economy and make it less dependent on oil, several initiatives were launched by the Kingdom of Saudi Arabia in 2016 under the Saudi Vision 2030 umbrella. This study looked at the financial impact of Saudi Vision 2030 and assessed whether non-oil industries have responded as desired. Since the implementation of Saudi Vision 2030, several industries have demonstrated noteworthy accomplishments and contributed to the GDP of Saudi Arabia. Three such industries—tourism, small and medium-sized enterprises, and the “Saudi Made” logo campaign—were the subject of this study. The analytical objective of this research was to determine if these industries strengthen the economy of the country and ultimately lessen its dependency on oil revenue. This analysis utilized secondary data gathered from published news, online articles, and various public sector records, including government and private bodies through their annual reports, alongside figures from the Saudi Arabian Monetary Authority. The results indicate that gains are being made toward the strategic objectives of the Saudi Vision 2030. KEYWORDS Arabian monetary, growth-led-tourism hypothesis, medium-sized enterprises, post-oil economy, Saudi tourism, small enterprises

Financial and legal regulation of hotel and tourism business

The article substantiates the relevance of the study of financial and legal regulation of hotel and tourism business. Arguments proving that hotel and tourism business, as a component of the real sector of economy, objectively has its own characteristics, both at the micro- and macroeconomic levels, are presented. The identification and research of the financial and legal levers of regulation of hotel and tourism business for restoration and development of this sphere of activity have been carried out. The problems of the complex analysis of financial and legal regulation of the activities of hotel, restaurant, and tourism business enterprises and ways to solve them are outlined, which will contribute to ensuring the financial stability of the hospitality sector in the long term. It is substantiated that despite the presence of a large number of various legal acts that regulate the work of tourism, recreational, and restaurant enterprises, there is no single system of their interconnection and comprehensive action. It has been determined that ensuring the financial stability of hospitality enterprises is impossible without a thorough and high-quality legal framework that would fully regulate and establish the rules and obligations of all participants in the market of hotel, restaurant, and tourism services. An assessment of the net profit (loss) of the enterprises of the hotel and restaurant business of Ukraine has been carried out, as well as of the financial results before taxation by types of economic activity in the sector of temporary accommodation and catering. As evidenced by the analysis carried out in the article, state financial support for innovative activity of hotel and restaurant business and obtaining financial monetary resources are very problematic, especially in modern conditions with a constant deficit of the state budget. The significance of formation of legal competences of specialists in the international hotel and tourism business is emphasized as a crucial component of their professional training, and the matrix of competences and program results from the international legal regulation of hotel and tourism business has been analyzed. It has been proven that during the training process it is essential to focus on the practical aspects of application of legal norms in real situations that arise in hotel and tourism business. This will help students develop not only theoretical knowledge, but also the skills to solve specific legal issues that may arise in their professional activities. The importance of taking into account changes in the legislation and the practice of regulation of the international hotel and tourism business, as well as ensuring the constant updating of students’ knowledge in this direction, is also emphasized. Measures to overcome the crisis in the post-war recovery of the hotel and tourism business in Ukraine are highlighted.

Opportunities for integrated development of rural tourism enterprises, agriculture, local industry and services in rural areas in the municipality of Mineralni Bani

This article aims to study and analyze the opportunities for achieving integrated development of rural tourism enterprises, agriculture (agribusiness), industry and services in the municipality of Mineralni Bani. The guest houses and small family hotels serve products produced by their owners and other producers in the village. The system of connections and interconnections between the different types of business in Mineralni Bani municipality built not without the assistance of the municipal leadership, helps to achieve a higher degree of completion of the agricultural and animal products produced in the region (they have a higher added value). This strengthens the demand for these products and increases the tourist flow to the tourist sites in the municipality. In this way, in the municipality of Mineralni Bani, the integration between rural tourism enterprises, individual producers of agricultural products and small processing enterprises gives a strong impetus to the development of the rural area. The strengthening of this integration will lead to results that confirm the positive role and contribution of rural tourism to the stabilization of the economy of the Municipality of Mineralni Bani. In the current research carried out in the period (2014-2019), we used a methodological approach, which is implemented through specific methods: the survey and interview method, the method of comparison, synthesis and analysis, etc.

Research on the Promotion of the Effect of Tourism Network Word-of-mouth Communication

With the rapid development of tourism and the Internet, the mode of "tourism" + "Internet" has attracted wide attention, among which the importance of tourism network word-of-mouth in the development of tourism enterprises has been increasingly recognized, which also prompts the academic circle to study this. Based on this, on the basis of previous online word-of-mouth literature, this paper explores the connotation and characteristics of online word-of-mouth in tourism, and puts forward strategies to improve online word-of-mouth in tourism, so as to promote the sustainable development of tourism enterprise.

ЦИФРОВОЙ АНАЛИЗ БОЛЬШИХ ДАННЫХ СОЦИАЛЬНЫХ СЕТЕЙ ДЛЯ ОБЕСПЕЧЕНИЯ ФОРМИРОВАНИЯ АКТУАЛЬНОГО ТУРИСТИЧЕСКОГО ПРОДУКТА

In the context of digital transformation of the tourism industry, big data technologies are becoming increasingly important. Social networks, mobile platforms and other digital sources generate enormous amounts of multi-format information about the preferences and behavior of millions of tourists around the world. Effective analysis of this data opens up unique opportunities for a deep understanding of the dynamics of tourism demand and the rapid development of personalized travel services that meet the current needs of the target audience. At the same time, the practical implementation of the potential of big data in the tourism sector is associated with a number of technological, personnel and legal difficulties. Overcoming them requires a comprehensive strategy that involves training analytical personnel, developing the information infrastructure of tourism enterprises and building reliable mechanisms for protecting tourist data.

АКТУАЛЬНІ ПРОБЛЕМИ РОЗВИТКУ ТУРИСТИЧНОЇ ЛОГІСТИКИ В УКРАЇНІ

The article is devoted to the study of the peculiarities of tourist logistics and the problems of its development at the current stage. The relevance of the research carried out in the article lies in the need to develop proper logistical support for tourist activities in Ukraine under martial law, in order to be able to provide tourists with comfortable and safe conditions, as well as to prepare for possible unforeseen circumstances. According to the results of the study, it was established that tourist logistics examines the planning, control and management of operations that are carried out in the process of preparing a tourist offer, delivering the finished tourist product to the end consumer in accordance with his interests and requirements, as well as during the process of transferring, storing and processing information. The peculiarity of tourist logistics as a service consists in defining tourist flows as the main object of research. This is explained by the fact that travel refers to those types of services when consumers move to the producer, and not producers with their products to the consumer. Logistics activities in tourism enterprises contribute to improving the experience and satisfaction of customers, employees, suppliers and the community in which tourism activities develop, being an effective business management tool that adds value to tourism. Due to the ongoing hostilities on the territory of Ukraine, tourism logistics is characterized by certain features. In particular, the war caused a change in the main tourist routes and directions. In such conditions, tourists choose unpopular tourist destinations, but which are considered safer. In addition, martial law reduces the flow of tourists, as there are certain restrictions on free movement, especially of conscripts. Martial law also causes a change in approaches to the security and protection of tourists. Directions for the restoration of tourist activity in the post-war period are proposed: involvement of global hotel chains; the inclusion of tourist infrastructure in the government's post-war reconstruction programs; promotion of non-standard and potentially successful formats: ecotourism, urban culture, military tourism. The practical significance of the conducted research lies in the possibility of using the proposed directions for the development of tourism by domestic tourist enterprises.

Формирование интегрированной территориальной структуры внутреннего туризма

In the context of intensified sanctions against the Russian Federation, it is important to improve domestic tourism, utilise diverse tourism potential, and develop tourist areas by forming integrated tourism structures (ITS) to overcome municipal (regional) administrative barriers. The study presents theoretical and methodological aspects of the formation of integrated tourism structures affecting Russian tourism under economic transformation. A systems approach based on structural and functional analysis, content analysis, as well as sociological research methods were applied. Conditions for the integration of tourist space include the possibility of integrating tourist and recreational resources, relative positioning of tourist destinations, complementarity of services, shared transport systems, and similar climatic conditions. Tourism integration can be divided into horizontal, vertical, and diagonal. The study demonstrated the advantages of diagonal integration, which implies the creation of a governing body coordinating the activities of tourism enterprises and the hospitality industry. An integrated tourism structure can be formed by combining tourist areas of the Sochi city district and Tuapsinsky district in Krasnodar Krai. The article proposed to establish ITS Council, composed of heads of settlements in these districts, representatives of tourism enterprises (associations) and the hospitality industry, and leaders of national diasporas. Further, the Council’s tasks were defined. Establishment of an integrated territorial structure can be economically effective, resulting in an increase in the provision of additional and complementary services to tourists. Diagonal integration contributes to the formation of an integrated tourism product by combining complementary tourism products, reducing dependence on seasonal factors, creating new jobs, and increasing regional gross tourism product. The obtained results can be used by public authorities in the field of tourism when creating regional spatial development concepts.

Forecasting symbiosis in tourism enterprise networks: Monte Carlo simulation of risk and return

Forecasting symbiosis in tourism enterprise networks: Monte Carlo simulation of risk and return

Развитие регионального экологического туризма на основе разработанного туристского маршрута

The article discusses the peculiarities of the development of ecological tourism in Russia. The main goal is to identify the problems and prospects for the development of ecological tourism in the Tambov region on the basis of the elaborated ecological tourist route. The authors identified several available methods that were used in the study. The article analyzes the current state and mechanisms of state regulation of ecological tourism in the Tambov region, the possibilities and prospects for the development of ecological tourism in the Tambov region. An ecological tourist route has been elaborated for regional tourism enterprises in order to develop ecological tourism in the region.