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Balaganskaya M.Yu. The role of the ethno-cultural component in the formation of the tourism product

Balaganskaya M.Yu. The role of the ethno-cultural component in the formation of the tourism product

Introduction

At present, the appeal of tourism practitioners to marketing is taking into account the following general provisions: market conditions can be anticipated, redirected and even created through artificial, detailed and far-sighted planning of a tourism product. So, in the section "Problems of effective planning of the tourism product" it is noted that the approach to the conditions for the effective organization of the tourism market is difficult and confusing for all management.

For many, a tourism product management system seemed to offer great benefits. This approach is feasible for some tour operators and may fail for others, mainly because tourism management has failed to seize opportunities to provide the market with new products. For example, the development of domestic tourism in Russia in 1992-1998. The miracle did not work in the management strategy. And this leaves no doubt that the management of the tourism product, as well as the entire sphere of tourism circulation, in itself, with minimal support from the management, will be nothing but a miracle until it gives positive results.

Not so long ago, the leader of the tourist equipment market built a factory for the production of tourist equipment. Market research suggested that a good TV advertising campaign would enable the new production to become a top seller. But the market administration, which fills the funds, would rather spend them on the release of new types of tourist equipment, and not on the prohibition of new proposals. New types of tourist equipment have met with average success, and the former tourist production has come to a gradual decrease in sales, which can no longer be increased. Management was bewildered at a critical point in a period of growth in equipment production.

A supplier of outdoor equipment equipment felt that its core business was not receiving adequate support from salespeople. After convincing salespeople that new inventory was hard to sell, he launched new presentations and inventory sales, and persuaded sales network executives to start new advertising campaigns. But at the end of the year, sales were not increased. In reality, the promotion of the product was delayed, and the moment of good sales and profits was missed, and the amounts from additional sales could have been more advantageously distributed during the period of growth. Even before supporting the additional sale, management slashed the market budgets of several promising camping equipment items as they were at the beginning of the growth phase. In short, the board failed implementation due to the fact that they did not calculate the product life cycle.

In these two cases, the necessary product, i.e., tourist equipment and inventory, which justified itself, was not fully sold due to the fact that it was not included in the sales plan. It is clear that companies can make better market decisions, and if the board takes the time to do this, they will know where each tourism product fits in the life cycle. Determination of the ratio of costs and profits for a product throughout the entire life cycle is the result of the life cycle itself, that is, the period when the product can make a profit. Without this information, a number of tourism sales cannot be given sufficient attention in the tourism market. While having such information, the market doubles its possibilities, i.e. happens:

Changing the form and establishing control over the life cycle of each individual route and tour;

Increasing the period of profitability, strengthening the support of each tour in all phases of its life cycle (emergence - formation - cost calculation - implementation - result and profit).

The size and profitability of any business depends on the life cycle of the tour (tour program) and its changes. As much as companies can increase prices and profits, no product can escape a period of maturity and death. The placement and sale of tourism resources must meet the goals and ambitions of the life cycle of the tourism product. The purpose of this section is to show how the concept of the product life cycle can be turned into a tool for active profit making, as well as to provide a product life cycle analysis that would help companies implement solutions for high profits.

The subject of my course work is to reveal the peculiarity of managing the life cycle of a tourist product in modern conditions. The object of study is a tourist product. The goal of the project is to develop an effective system for managing the life cycle of a tourism product. To achieve this goal, it is necessary to set tasks and determine methods for developing the life cycle of a tourism product.

Chapter 1. Theoretical aspects of the life cycle of a tourist product.

Implementation stage

Characterized by slow growth in sales volume. There are four main reasons for the slow increase in sales of many food products:

-- slow growth of production capacities;

-- technical problems of production of goods;

- unwillingness of consumers to change habits.

During the implementation phase, the organization releases a limited number of varieties of a new product, since the market is not yet ready for their perception. Efforts are directed to those buyers who are most willing to buy the product. Prices are usually high because, firstly, the costs are high due to the small volume of production of goods, secondly, the technical problems of production have not yet been fully resolved, and thirdly, the costs of advertising and sales promotion are high.

High costs associated with sales promotion activities are characteristic of this stage, not only because of the small volume of sales, but mainly because there is a need for a high level of promotion in order to inform potential consumers about the new product and to ensure effective operation. trade enterprises.

When entering the market with a new product, you can vary such marketing variables as price, sales promotion costs, distribution system, product quality. When using only two variables - price and promotional costs - the management of the organization can apply four strategic approaches.

The strategy of intensive marketing when entering the market of a new product involves setting a high price at a high level of spending on sales promotion in order to obtain the highest possible profit per unit of product. At the same time, the company invests heavily in sales promotion in order to convince the consumer of the benefits of the new product. A high level of spending on sales promotion should ensure its rapid penetration into the market.

The selective penetration strategy at the introduction stage of a new product provides for a high price with a low level of promotion costs in order to reduce agro-marketing costs. A high price is set to maximize profit per unit of goods sold.

The strategy of wide penetration is characterized by setting a low price for a new product with a high level of spending on stimulating its sale. This strategy can lead to the fastest penetration of the product on the market and the conquest of its maximum share.

The passive marketing strategy involves setting a low price for a product with little cost of sales promotion. A low price level encourages rapid adoption of a new product, and a low level of promotional spending ensures high profit margins. This strategy is based on the assumption that demand is more dependent on price elasticity than on stimulus measures.

growth stage

If a new product satisfies the requirements of the market, its sales volume begins to increase. The first buyers will make repeat purchases, they will be joined by a large number of new buyers. In addition, thanks to advertising, information will quickly spread that a new good product has appeared on the market.

At this stage, new products of competing enterprises enter the market, attracted by the advantages of a large market with its large-scale production and high profit opportunities. The enterprise begins to modernize the product, create its modification in order to master new market segments. An increase in the number of competitors leads to an intensification of the struggle for distribution channels, attempts to create their own or controlled distribution channels.

During this period, prices tend to stay flat or drop slightly as demand continues to increase quite rapidly. The company maintains sales promotion costs at the same level or slightly increases them to gain a strong position in the market. The sales volume is growing very fast. This leads to a reduction in the difference between sales promotion costs and sales revenue, which is the main factor in increasing profits. At this stage, the company seeks to maintain a rapid growth in sales over a long period. To do this, it can take the following actions:

- improve the quality of goods, create new varieties of it;

- enter new market segments;

- to master new distribution channels for more durable conquest of the market;

- to reduce the price of goods.

An enterprise that actively implements all or some of the listed activities that contribute to the expansion of the market increases its competitiveness. Of course, this can also be achieved at additional costs. In the sales growth phase, an organization faces the challenge of choosing between high market share and high profit margins. The costs associated with improving the quality of a product, stimulating sales and improving the marketing system can allow it to take a dominant position in the market. However, at the same time, it is deprived of the possibility of obtaining the maximum profit in the hope, obviously, of receiving it at the next stage of the product's life cycle.

stage of maturity

The maturity stage can be divided into three phases. The first phase is called growing maturity: sales slowly increase as buyers enter the market who have made a purchase decision with some delay, although regular buyers are mainly supplying demand. The second phase is stable maturity, or saturation phase: sales volume is at a constant level and is provided mainly by repeated purchases in order to replace used goods. The third phase is declining maturity: sales begin to decline as some of the regular customers of the product begin to purchase products from other businesses.

The slowdown in sales growth leads to excess production capacity and, consequently, to increased competition. The company is increasingly resorting to the establishment of price discounts and direct price reduction, increasing the cost of sales promotion, advertising. Some increase the cost of research and development of new varieties of goods. These measures, if they do not stimulate a corresponding increase in sales, lead to a decrease in profits. Enterprises with weak positions in the market drop out of the competition. However, the leading competitors remain in the industry.

Market modification. The company's management is trying to attract new customers for their product. This can be achieved in three ways. First, try to find new markets or market segments for your product. Secondly, to find new ways to use the product by regular customers. Third, change the position of your product in the market to achieve a large volume of sales, although the volume of sales in the industry as a whole may remain at the same level.

Product modification. The company can increase sales by changing some of the properties of the product, which will attract new customers or increase the possibility of using the product by regular customers. This practice is often defined as product reintroduction and exists in various forms. Improving the quality of goods. This form is aimed at improving the functional characteristics of the product, such as service life, reliability, taste, etc. An enterprise can achieve real advantages over competitors by producing high-quality food products.

Product modernization. This form of re-introduction of the product involves giving it such properties that expand the scope of its application (diet juices, drinks for baby food, canned food). However, the modernization of the goods can be made by competitors. If the company is not sure that it will be the first, modernization may not bring additional profit.

Modification of marketing tools. To increase sales, you can use one or more marketing tools. One of the most effective measures is to reduce prices in order to enter new market segments and attract new buyers to the product. Another measure could be a new form of advertising. Another way to attract the attention of new buyers is active promotion of sales: material incentives for sales agents, the provision of trade discounts, gifts to buyers, prize contests among buyers. A business can increase sales, for example, by using stores that sell goods at a discount, or by providing customers with a variety of additional services.

At the stage of product maturity, there is often one firm that dominates the market, which is the recognized leader and has the largest market quota (VAZ in the car market, Coca-Cola in the soft drinks market). At the same time, there are companies that are not so large, but still occupy a certain position in the market: AZLK (cars), Pepsi-Cola (soft drinks). At the stage of product maturity, all these firms have fairly stable positions, and it is rather difficult to change anything in their position in the market. As soon as one of them begins to acquire some advantages over the other, the latter takes a number of countermeasures that contribute to the restoration of its former position in the market.

The main field of activity of the enterprise is work with goods. First of all, you need to find out if there are opportunities to improve it compared to the competitor's product. Some small businesses have had significant success because they were able to create better products.

The enterprise should try to find a market segment that would be outside the field of activity of the main competitor. In many cases, large enterprises focus on the most representative groups of buyers, neglecting many small markets.

A small business must look for new distribution channels for its products that can provide significant cost savings or attract buyers. Some attention should be paid to advertising. However, it should not be assumed that advertising is the only key to commercial success. The basis of successful activity in the market is the improvement of the quality of goods, the effective use of the sales network, supported by good advertising.

Recession stage

For most products, sooner or later there comes a time for a noticeable decrease in sales. It may fall to zero, then the product will be withdrawn from circulation, or sales may stabilize at a low level and remain at this level for many years.

Unfortunately, most businesses do not develop an effective obsolete product policy. Their attention is drawn to new products and those that are in the stage of maturity. As soon as the volume of sales of a product decreases markedly, many firms leave the market in order to invest in more profitable areas. Those who remain in the market tend to reduce the supply of the good. They stop selling goods in small segments of the market, eliminate limited distribution channels, reduce spending on stimulating demand, and lower prices.

For a variety of reasons, enterprises are reluctant to abandon the production and sale of obsolete goods. Some of them hope that the volume of sales of a product that is not in demand at the moment will increase if the general economic situation becomes more favorable. Sometimes it is believed that demand has fallen because of a mistake in the marketing program, and they seek to redesign it. Some firms are trying to revive demand by modifying the product. An obsolete product can be kept in the production program in order to stimulate the sale of other products. The production and sale of obsolete goods require a lot of time and money associated with frequent price cuts, accounting for unsold stocks, and promotional activities. In addition, the non-compliance of this product with market requirements can cause distrust of buyers to all products of the enterprise.

With a decrease in sales, enterprises behave in the market in different ways. For those who remain in the market, there is a temporary increase in sales due to the increase in the number of buyers who were previously served by others who had already left the market. A business may decide not to exit the market despite a decline in sales, and eventually achieve profitable operations with the product after the rest exit the market.

The company remaining in the market can implement the same marketing strategy: retain the same market segments, distribution channels, prices, sales promotion system, etc. In this case, the sales volume of the product may continue to decline until the product is discontinued. The enterprise can concentrate its efforts and resources on the most capacious markets, use only the most effective distribution channels. Finally, marketing costs can be drastically reduced in order to increase current profits. At the same time, the management of the enterprise is aware that this step will accelerate the decline in sales and will ultimately lead to the need to withdraw the product from production and withdraw it from circulation.

As the experience of Procter & Gambel, an American consumer goods company, shows, most products have a life cycle of three years. After three years, according to experts, it is advisable to promote a modified version of the product to the market. At the same time, it is assumed that it, in turn, begins to lose popularity among consumers in the West after 15 months, and new product models have an even shorter life cycle - a sharp drop in sales occurs after about 12 - 18 months.

Product.

The marketing strategy of individual firms is distinguished by individualism and originality. As a result of analyzing and taking into account the diverse external conditions of development, they tend to apply forms and methods of managerial activity and work in the market that are not used by other firms. This allows you to move away from the canons of entrepreneurial behavior and choose original ways of development.

In modern conditions, the marketing strategy of firms becomes complex, covering all areas of its activity, and is calculated for a long-term period. If earlier firms could manage with plans for 3-5 years, now they are forced to focus on 10-20 years ahead. Marketing strategy is becoming increasingly important. A few years ago, strategic marketing was presented primarily as determining the general direction of the company's activities, oriented to the future and responsive to changing external conditions. Recently, the main emphasis has been placed on the formation of an effective market-oriented organizational and management system and the distribution of the company's management resources in accordance with this. In other words, the marketing strategy is considered as a unified system for organizing the entire work of the company.

An analysis of a dynamically changing market environment and a forecast of further market development is the cornerstone in the formation of a marketing strategy and all strategic marketing. Trends in the development of market demand and competition, the development of the distribution system and distribution channels, social trends, etc. - permanent objects of study of marketers. At the same time, they take into account the capabilities and state of the management resources of the company itself and associate future market changes with them, trying to find the most effective directions and ways for the development of the company.

Leading firms have an active and constructive influence on the development of the market, its formation in accordance with the strategic directions of their development and the decisions of long-term growth plans. At the same time, the development of strategic plans and tasks is based on a thorough study of the main market trends and changes in the external marketing environment.

When choosing a strategic direction for a company, there is a danger that it may coincide, including in time, with the strategic direction of development of another company competing with the first in the same market. Therefore, an important task is to find out how this or that strategy can be different from the strategy of another firm and create an advantage for it in the competition with other firms, as well as how to optimally reflect the strengths and competitive advantages of your own company in the marketing strategy.

The formation of a marketing strategy can be divided into stages, and its content - into a number of subspecies. The general strategy is based on the basic concept of the development of the company's entrepreneurial activity, which, in turn, is based on the definition of the main profile of work and strategic business zones and takes into account the relevant directions of national programs for the economic and social development of the country. Next, strategies are formed for various sectors of the company, products, markets, as well as functional types of strategies.

The overall strategy includes, first of all, commodity-market strategies aimed at the distribution of managerial resources in such areas as market penetration, market development, market diversification, etc. Also, the overall strategy of the company includes strategies for recruiting the most important business areas (the so-called portfolio strategy), the purpose of which is to effectively balance the activities of the company related to generating income, developing and launching new products on the market, leaving the market, maintaining the existing level of sales. In addition, the problem is how to solve the issues of functional distribution of resources and functional policy in each such strategic economic zone: production, marketing, financial, personnel, etc.

The strategic concept is built primarily by determining the company's competitive position in the market. When forming this concept, the state of competition is taken into account not only within a given branch of business activity, but also functional types of competition, when, for example, a truck manufacturing company takes into account competitive positions not only relative to truck manufacturers, but also to companies producing marine and river vehicles, airplanes and helicopters, also engaged in the transport of related goods. When developing the concept, competition between individual enterprises, profit centers or independent economic units within the same firm is also taken into account.

The marketing strategic concept makes it possible to subordinate the efforts of the company's employees to the common interests, and in the most rational way, taking into account future prospects, as well as to develop managerial resources, concentrating them in the most efficient areas of management.

First stage of development. The basis of the direction of the marketing strategic concept is formed by the market environment, which opens up opportunities for the development of the company or creates a threat to its further existence. The main components of the market environment in the long term: demand and competition, which are in constant, dynamic change. In the study of demand, the layers and groups of buyers and consumers and their preferences in relation to specific goods and services are determined, i.e. it turns out which market requirements should be satisfied first of all, which segments of consumers personify this demand.

Second stage of development. The firm analyzes its own management resources and capabilities, identifying its advantages and disadvantages in comparison with competing firms. The advantages of the company are laid in the basis of the choice of the target market.

Third stage of development. Coordination and alignment of the company's own capabilities and the interests of individual segments of consumers is carried out. This allows you to find a target market in relation to which the company can have (or develop) its competitive advantages.

Fourth stage of development. The firm establishes a set of measures to influence the target market in order to realize and actively use its competitive advantages and achieve its development in the perspective required for its strategy.

Practical part

In this chapter, we will consider the analysis of the life cycle of tours using the example of a beach tour to Turkey. Beach tours to Turkey have long passed the stage of implementation in the tourist market and have also successfully overcome the stage of growth. At the moment, tours to Egypt are at the stage of maturity, due to the fact that they are affordable for the middle class of consumers, and also compete with countries that also work in this direction. By means of which a significant increase in the gross domestic product and the development of the economy of a given country is carried out. Beach tours are relevant at any time of the year, and the favorable location of Turkey does not interfere, but rather contributes to a stable tourist flow at any time of the year. In Turkey, it is possible not only to visit for the purpose of a beach holiday, but also to meet the cultural and social needs of a person. As a result, we came to the conclusion that the life cycle of beach tours to Turkey is indeed at the stage of maturity, since these tours have a stable demand, respectively, a stable year-round income, and this type of tour has formed a fairly wide circle of consumers. All these features together give a stable income to all enterprises operating in the field of small and medium-sized businesses in the tourism industry and are a fairly desirable product in the range of services offered by a travel company.

Having once established the position of the life cycles of the main tourism products of the company, market regulation continues to develop the life cycle profile within all of the company's products. And again, a whole series of measures is being taken:

1. Determination of the percentage relationship between sales and profits of the company for each phase of the life cycle. This ratio reflects the current sales life cycle profile and the current profit life cycle profile in today's business.

2. Calculation of changes in the life cycle and determination of the profit profile for the last 3-5 years in order to obtain a project and a profit profile for the subsequent period.

3. Development of the company's life cycle profiling and its comparison with the current life cycle profile. The target profile set by market regulation precisely determines the desired share of the company's sales, which will decrease in each subsequent phase of the product life cycle. In this way, stagnation trends in tourism products, the rate of development of the product introduced to the market, the average length of the product life cycle in the entire program of the company, as well as the desire of management to increase profitability can be determined. As a rule, the goal of profiling the product of a company whose life cycles tend to shorten is the requirement for a high correlation of sales in the phase of introducing the product to the market and in the growth phase, i.e. its full implementation.

Having worked through all three of these measures, management can prioritize them for new product development, acquisition, line reduction, taking into account the difference in goals and profile of the company, as well as the current life cycle profile. By distributing effort between different stages of product life cycles, market plans can be worked out in detail for each individual sales mix.

Both the depth of the life cycle analysis and the factors tend to change as much as company needs, facilities, and sales lines change. Therefore, there can be no general formula for assessing the available factors combined to determine the position of the product life cycle. But this flexibility should not seem like a disadvantage. Suffice it to emphasize this versatility, which makes life cycle analysis a useful tool for managing both the entire sales system of a company and its individual offer (product).

Conclusion

To achieve an effective tourism product cycle management system, it is necessary to imagine a picture of the future. It is necessary to know the current state of affairs and development trends that help to foresee the future, namely tourism planning.

Tourism planning aims to formulate the objectives of tourism development, as well as determine the means of achieving them, striving to obtain maximum revenue from tourism development from an economic, social, cultural point of view, and also taking into account the need to ensure a dynamic balance between tourism supply and demand.

Historical analysis shows that in the 50-90s. tourism planning in Russia, and throughout the world, has developed rapidly, although it was sometimes unsystematic and chaotic. And yet, starting from the first studies devoted exclusively to the development of local infrastructure and the use of attractions for tourism purposes, there is a clear trend that is visible in the development plans of individual tourism sectors up to integrated tourism planning, which is presented in the general tourism development plans of several countries. .

In order to be attractive and competitive, a tourism product must ensure the optimal use of existing resources, the cooperation of all parties interested in the development of tourism (government bodies, hotel managers, travel agencies and tour operators, transport companies, banks, etc.) Before proceeding to development of plans, it is necessary to get acquainted with the current state of affairs, which necessitates the study of the tourist offer and tourist demand.

The tourist offer includes:

Existing supply: accessibility (transport), facilities (accommodation, services and recreational activities), country overview;

Potential offer: attractive aspects of the natural environment (landscapes, seas, lakes, fauna, flora), attractive aspects of cultural life (archeology, traditions, folklore, handicrafts), tourism activities (sports and leisure, resorts and cultural events);

Technical resources (tourism development potential): potential activities (plans, tourism organizations, commercial network), means and opportunities (human resources, training, financial resources), potentialities of multinational regions (landscapes, archeology, common languages).

For a thorough study and forecasting of tourist demand, it is necessary to determine the content of the tourist product, in particular:

Country or region of travel and type of tourism. For example, if excursion and educational tours are provided, then countries or regions with the most interesting tourist attractions are selected for them;

Season and duration of travel. For sightseeing and educational trips to countries with a temperate climate, summer months (May-September) are usually chosen, and winter months (November-February) to countries with a hot climate;

Route, i.e. a list of cities or towns visited by tourists during their trip around the country. It also depends on the purpose of the trip;

The total number of group and individual tours for each country with which the company intends to enter the market, their breakdown by season and month - is planned based on an assessment of market demand;

Package and class of services.

An analysis of the activities of Russian travel agencies indicates a growing interest in planning. However, he also points to the existing shortcomings in planning, the most important of which are: indecision regarding the implementation of the plans, as well as problems associated with using the concept of a planning manager.

List of used literature

Applications

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Introduction

It has long been known that a tourist product, like any other, must go through its life cycle. Sooner or later, every product - from services to computers - must go through a stage of growth, maturity and stagnation. There is a practical example, analyzed in detail in the section "The modern concept of product life cycle management" and considering the problem of tourism product life cycle management. The idea of created market performers has changed in the course of the implementation of the approach that the life cycles of each individual product do not shift a fixed price, but can be greatly expanded, take various forms and be controlled. And as a result, long-term profits can be increased by improving the life cycle of the product that the travel company offers.

According to its main characteristics, tourism has no fundamental differences from other forms of economic activity. At the same time, there is a specificity in tourism that distinguishes it not only

from trade in goods, but also from other forms of trade in services. In tourism, there is trade in both services and goods (according to experts, the share of services in tourism is 75%, goods - 25%), as well as the peculiarity of the consumption of tourist services and goods at the place of their production, moreover, in a certain situation .

The result of activity in tourism is reduced to a tourist product. In fact, a tourist product is any service that satisfies certain needs of tourists and is subject to payment by them. Such services include hotel, transport, excursion, translation, household, communal, intermediary and other services.

The tourism product is considered in the narrow and broad sense. In a narrow sense, a tourism product is the services of each specific sector of the tourism industry (for example, a hotel product, a tourism product of a tour operator, a transport company, etc.). In a broad sense, a tourist product is a complex of goods and services that together form a tourist trip (tour) or is directly related to it. In the literature, this concept is given a classical definition:

A tourist product is a set of material (consumer goods) and intangible (in the form of a service) use values necessary to meet the needs of a tourist that arise during his tourist trip and are caused by this particular trip.

In the Law of the Russian Federation “On the Fundamentals of Tourist Activities in the Russian Federation”, a tourist product is defined as “the right to a tour intended for sale to a tourist”, and a tour is defined as “a set of services for accommodation, transportation, meals for tourists, excursion services, as well as guide services - interpreters and other services provided depending on the purpose of the trip”.

The main tourist product is a comprehensive service, that is, a standard set of services sold to tourists in one "package".

The tourism product has its own specific features:

1. A tourist product is a complex of services and goods (tangible and intangible components), characterized by a complex system of relationships between various components.

2. Demand for a tourism product is extremely elastic with respect to income levels and prices, but largely depends on political and social conditions.

3. As a rule, the consumer cannot see the tourist product before its consumption, and the consumption itself in most cases is carried out directly at the place of production of the tourist service.

4. The consumer overcomes the distance separating him from the product and the place of consumption, and not vice versa.

5. Tourism product depends on such variables as space and time, it is characterized by fluctuations in demand.

1. Purpose of the trip. This criterion is of decisive importance in the formation of the tour. Traveling, a tourist can set several goals, but one of them usually dominates. Depending on the purpose, the following types of tourism (and the corresponding types of tourism product) are distinguished:

2. Way of movement. According to the method of transportation, tourism is divided into walking, cycling, horseback riding, skiing, mountaineering, motorcycle tourism.

3. Use of vehicles. Traveling using standard modes of transport: air transport, water transport, land transport, or using exotic modes of transport (cable car, funicular, hot air balloon, hang glider, etc.)

4. Duration of the trip. It is an important statistic that plays a role in determining the maximum limit after which a visit is no longer considered a tourist visit. According to the length of stay trips are divided into long, short and weekend tours.

5. Seasonality. There is an active tourist season, characterized by a large flow of tourists. At this time, the need for a tourist product increases (for example, the time for vacations and school holidays), and the requirements for its organization and quality increase, as well. consumers, being limited in time, and often in funds, want to be sure that their needs will be met properly. There are also off-season (there is a decrease in the number of tourists compared to the active season) and off-season.

6. Level of organization. There are individual and group tours. They can be organized or independent.

8. The principle of payment. Commercial (standard option) and social tourism, incentive tourism (incentive trips at the expense of the company)

According to the degree of configuration, tours are divided into package tours (offered as such, without the possibility of making changes), inclusive tours (include the possibility of making changes) and exclusive tours (created individually for a specific order).

One of the most important principles for the effective implementation of a tourist product is its targeting, i.e. the travel agency needs to answer the question: “to whom are we going to sell?” Consider the current classification of consumers of the tourist product.

International tourism as a business area It is characterized by specifics associated with internationality and a variety of relationships that people have to enter into, one way or another participating in the organization of recreation and travel. The diversity of these relations gives rise to a certain complexity of legal regulation.

So, for example, carriers take part in servicing a tourist, the features of regulating legal relations with which are differentiated depending on the type of transport carried out (air, sea, etc.). The provision of hotel and related services is regulated in a special way. Finally, the application of certain legal provisions depends on the purpose of the trip (for example, when deciding whether the person served is a consumer, and, therefore, can be protected by the relevant legal provisions).

Another side of the specifics of international tourism is the constant presence of relations with a foreign element.

Contractual relations in relation to tourism

On June 1, 2007, a new edition of the Federal Law "On the Fundamentals of Tourism Activities in the Russian Federation" dated November 24, 1996 N 132-FZ (hereinafter - Law N 132-FZ) came into force, which radically transformed its content and meaning . However, the mechanisms of contractual relations formulated by him are aimed not so much at the legal regulation of the interaction of participants in tourism activities, but at describing the vision of the economic processes of tourism using the appropriate terminology (products, their implementation, etc.). Services are presented as a thing (product) that is sold, has consumer properties and is used by consumption.

In order to analyze the nature of contractual relations, according to Law N 132-FZ, it is necessary to understand their subject. As a rule, it is a tourist product - a set of transportation and accommodation services provided for a total price under a sales agreement. Thus, the subject of this agreement are obligations that are heterogeneous in nature.

Based on a literal interpretation, a set of services is considered a tourism product only when these services are provided under the contract for its implementation. And if these services are not provided under a contract or in a complex? Based on the content of the law, it is not easy to understand what the sale of a tourist product is, since it is defined as "the activity of a tour operator to conclude an agreement on the sale of a tourist product" (Article 1 of Law N 132-FZ).

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1.1. Tourist product: phenomenon, essence and structure

Tourism is one of the few dynamically developing types of world business. The interest of entrepreneurs in tourism is explained by a number of factors. Firstly, in order to start a tourism business, large investments are not required. Secondly, large, medium and small firms quite successfully interact in the tourist market. At the same time, the tourism business allows you to quickly turn over capital, and also (in the field of international tourism) to extract certain benefits through foreign exchange transactions.

The most important concept for the tourism industry is the "tourist product".

V.A. Kvartalnov gives several definitions of a tourist product. The first definition: "Consumer complex, which includes: a tour, tourist and excursion services and goods." Another definition: "The totality of material (consumer goods) and intangible (in the form of a service) consumer values necessary to meet the needs of a tourist that arose during his trip."

In the second case, Kvartalnov defines a tourist product as “the right to a tour intended for sale to a tourist”

V.A. Kvartalnov also explains the process of designing a tourist product and its life cycle in the market: “The life cycle of a tourist product consists of 4 parts. First, there is the development of a tourist product - marketing analysis of the market, identifying the needs of potential customers, searching for partners and compiling a tourist package - choosing a destination, places of residence for tourists, transportation methods, catering and other additional services. Then the tourist product needs to be promoted to the market - to conclude contracts with travel agents and conduct advertising campaigns. This is followed by a sales period and the tourist product begins to make a profit for the organizers. And the last stage, which is the final one. The tourist product ceases to be in demand in the market and does not make a profit. As a result, you have to abandon its implementation and it ceases to exist.

Tour design involves the following steps:

Establishment of normalized characteristics of the tour;
- establishment of technology for the process of serving tourists;
- development of technological documentation;
- definition of quality control methods;
- project analysis.

The tour formation process consists of 4 stages. At the first stage, the idea of the tour is developed, its target orientation is determined with a focus on a specific consumer, the season is selected, the direction by country and the approximate content of the main range of services. After the idea of a future tour is formed, an analysis is carried out and the possibilities of its implementation in practice are studied. To implement the most attractive ideas, a search and selection of suppliers and partners takes place. After choosing partners and suppliers, it is necessary to start forming the main and additional range of services. The process of forming a complex of services is carried out on the basis of confidential tariffs provided by partners under existing agreements, therefore, at this stage, the price of the future tour is determined and adjusted. Most often, the price is the arithmetic mean in relation to the prices of similar tour products. This is followed by an experimental verification of the tour, which is the final stage of its formation” [tourfinder.ru].

Some educational publications under the tourism product mean "the result of the activities of tourism enterprises in the form of services or their complex, intended for sale on the market" [tourfinder.ru].

In addition, there is a mnemonic definition of a tourism product that defines tourism as 4Ps - Transportation, Shelter, Food and Display (by analogy with marketing, where there are 4Ps - product, placement, price, promotion).

E.N. Ilyina believes that: “a tourism product consists of many components that can be both tangible and elusive. Tangible items include, in particular, food, clothing, and various camping equipment. Elusive services include services such as hotel accommodation, ticket booking, tourist entertainment.

Also E.N. Ilyina believes that “for the study and analysis of the tourism economy, intangible tourism products that are used to meet tourism needs and desires are of considerable interest, that is, they can be characterized as economic goods. Unlike tangible tourism products, elusive ones are not quantitatively limited, they cannot be added up or accumulated, their production and consumption occur simultaneously and exclusively in the places where they are produced, they are used only by those tourists who need them. Such tourism products are, for example, hospitality services, catering services offered by restaurants, entertainment that involves visiting operas, drama theaters, etc.

In practice, tourism products that are offered on the market are divided into three main types:

1) complex tourist services, including accommodation, meals, transport, household, excursion, sports and health services, united by a common goal and program of stay;
2) individual tourism services, such as accommodation, meals, as well as transport, sightseeing, sports, health and personal services;
3) tourist goods, which include maps, tents, sleeping bags, backpacks and other tourist and sports equipment (individual and group), as well as tourist souvenirs [bibliofond.ru].

The first two types include the main products of tourism, which are denoted mainly by the term "tour" (synonyms - "tour", "journey", "trip"). The term "cruise" is also used - a journey by water (sea, river, lake), which is also often combined with visiting various attractions.

The tour can be domestic, carried out within national state borders, or international - in one or more foreign countries, that is, outside the country of permanent residence of travelers [uchebnikionline.com].

The division of tours into "independent" and "package" is important. "Independent" tour - the traveler through a travel agent or independently decides with the transport organization all the issues of his movement to the destination, as well as with the help of a travel agent or independently books a hotel room in advance or, if necessary, during the trip.

When making a "package" tour (package tour or inclusive tour), all issues related to transport, accommodation, food, entertainment and others, according to the wishes of the client, are coordinated by the tour operator, and the tourist only has to take care of the timely arrival at the starting point of the trip [uchebnikionline .com].

In order to offer customers a "package" tour, the tour operator must reserve in advance and pay for a significant part of hotel rooms, vehicles, and other services, which are then added to "packages" and in the form of tours are offered to tourists (individual or group) both directly and through travel agents . Inclusive tours and package tours are of two types:

1) individual, when a person travels independently;
2) group, when a person travels as part of a group, all members of which have purchased equivalent service packages

We list the types of services common to all "package" tours that require mandatory prepayment:

1. Transport service (transportation) from the starting point of the route, which can be, for example, an airport or seaport, bus terminal or train station, to the destination (to the first place if the route includes several places), and then return to the starting point of the route or to another specified place . Transportation can be carried out by air, sea, road, inland waterways or train. In some cases, two or more modes of transport are combined.

2. Hotel service (hotel accommodation). Depending on the nature of the tour and its cost, tour operators offer many levels and classes of hotels that meet the needs and possibilities of customers. Representative offices of travel agencies should work at all stages of the implementation of "package" tours so that travelers can obtain the necessary information about the conditions of accommodation at the starting point, at intermediate points of the route and at its final point. In addition, representatives of travel companies that sell a tourist product are required to regularly visit hotels where tourists stay, and tourists should be able to contact representatives of the travel agency by phone at any time if necessary. At the request of tourists, additional excursions can also be organized.

3. other services that can be included in "package" tours include, in particular, transfers - "transfers". This applies to all transfers from one mode of transport to another from the starting point of the journey - the airport, seaport or ferry - to the selected hotel, and then from this hotel to the next place of departure. The conditions of some "package" tours provide for the transfer of elderly and disabled people from their place of residence to the starting point of the route and to their home on the way back.

In addition, the cost of the "package" tour, at the request of the tourist, includes other services:

1. Nutrition- only breakfast, continental or English (full) can be provided (BB - bed HB - halfboard; FB - fullboard). However, not all "package" tours include meals; a "self-catering" option is available, which is best for parents with children and people who don't want to be limited to certain meal times.

2. Excursions and sightseeing. Such trips are usually not included in the cost of a "package" tour. And if they are not included in the price, then the tourist himself decides which excursions to take part in, paying upon arrival only for those excursions that are of interest to him.

It is possible to visit museums, art galleries, theme parks, historical sites, as well as concerts and sporting events, which may be included in the price of the "package" tour or organized for a separate fee.

The services of guides, interpreters, transfermen, and guides are usually included in the cost of a "package" tour, as well as in the cost of organized (scheduled) excursions, however, they can be paid separately.

3. Transport. Some "package" tours provide for the rental of cars or boats (and even animals, such as horses, donkeys, camels). Such a service, as a rule, is provided to tourists at their request for an additional fee.

4. Additional services. If necessary, tour operators and travel agents can provide assistance and recommendations in such cases:

Upon receipt of entry tourist visas required to visit the country (countries);
- in case of need for vaccinations and inoculations or measures to avoid contracting malaria or other tropical diseases when visiting certain countries;
- when exchanging currency and using checks;
- in case of travel insurance in order to provide compensation in case of tour cancellation, delay on the way, damage (loss) of luggage, accidents, in cases of non-receipt of visas, etc.

It is worth noting that all types of taxes (state taxes on hotel accommodation, on all types of services) are mainly taken into account in the cost of the “package” tour” [uchebnikionline.com].

Thus, we can say that the tourism product includes three elements: tour, additional tourist and excursion services, goods.

“Sometimes a tourist product is identified with the concepts of “tourist package”, “package tour” (packagetour). However, these concepts should be distinguished.

A travel package is a basic (compulsory) set of services provided during a trip for an individual or group plan, which is of a serial nature and is offered for wide sale as part of four mandatory elements: a tourist center, transport, accommodation services, transfer.

Tour - the primary unit of the tourist product; the result of the work of a tourist enterprise on a certain route in terms, which is sold to the client as a whole.

Tourist center - an area of localization of tourist services that arouses interest and combines the motives of people using recreational and tourist resources: natural, cultural, historical, environmental, ethnic, socio-demographic, infrastructural, etc.

This element is mandatory, because without an object of interest it is impossible to organize a trip.

Transport - a means of transportation with which you can get to the tourist center.

Hospitality services are a set of services of a particular hotel or other accommodation and catering establishment that are offered to tourists in the tourist center during the trip:

BB (bed&breakfast) - accommodation + breakfast;
- HB (halfboard) - half board: accommodation + breakfast + lunch or dinner;
- FB (fullboard) - full board: accommodation + breakfast + lunch + dinner;
- All inclusive - "all inclusive".

Transfer - any transportation of a tourist within the tourist center, which is included in the tour as a mandatory service. [http://vokrug-sveta.com.ua/turisticheskiy-produkt.html]

Such a set of mandatory tourist services, as the author believes, distinguishes a tourist package from a tourist product.

“The tour package is only an obligatory part of the tour, and hence the tour product. Mandatory services that define the concept of "service package on the route". A mandatory program is a tour package and a set of services on the route, that is, the tour operator issues a tour in the form of a ticket or voucher - a document that guarantees all the services required for the company and the client.

However, the tour does not cover the entire travel time and leaves the tourist a lot of free time to choose their own program. Such a personal program can be realized thanks to alternative additional tourist and excursion services: excursion, animation, cultural, etc. Additional services are not included in the main cost of the tour and are bought by tourists for an additional fee at the place of rest.

Goods - a specific material part of the tourist product, covering city maps, postcards, booklets, souvenirs, tourist equipment, etc., and a non-specific part of the tourist product, which includes a large number of goods that are scarce or expensive in places of permanent residence of tourists.

In tourism management, a product of a travel company (tour operator) and a product of a tourist territory are distinguished. There is a classification of tourism products available on the market today, according to the characteristic elements that define the essence of the product.

A tourism item product can function on its own or, more often, is an addition to other products. As the name implies, this is an exclusively material item, such as a guidebook, tourist map, tourist equipment, souvenirs. In recent years, a new type of tourism product of this type has appeared on the market, which can be called a "multimedia product". These can be multimedia plans of cities, guides of museums and historical monuments, presentations of regions on CDs or on Internet sites. Multimedia products are becoming increasingly popular among virtual tourists.
- Tourist product-event is characterized by significant thematic and organizational heterogeneity, as well as specific localization in time and space. For such a product, eccentricity, exclusivity, and sometimes cyclicity are typical. An example is the world exhibitions Expo, Oktoberfest in Munich, the Viking Festival in Volhynia, the Dominican Fair in Gdansk, the Sorochinskaya Fair in the Poltava region, as well as film and music festivals, sporting events (Olympic Games, world or parts of the world championships in various sports and etc.).
- A tourism product-service covers a single service, for example, hotel, gastronomic, transport, excursion, etc.
- A tourist product-object is characterized by the presence of one main attraction (service) with several additional services concentrated in one place (one object) geographically, the product-object has a point character (museum, attraction, sports and concert hall, congress center, hotel, cave, natural monument). Examples of products of this type can be the knight's castle in Malbork, St. Isaac's Cathedral in St. Petersburg, Izmailovsky vernissage in Moscow, Kiev-Pechersk Lavra in Kyiv.
- A tourist product-route combines several places or objects with a certain significant idea, most often interconnected by a designated route (pedestrian, water, automobile), as well as having a developed infrastructure, the elements of which are located along the route. Examples of products of this type can be the Golden Route (Die Goldene Strasse; Nuremberg - Plzen - Prague; Golden Ring (Russia), the pilgrimage route to Santiago de Compostela or the Eurovelo European Cycling Road Network, which is currently being created).
- Tourist product-place (region, district, locality, national park, etc.) is considered to be a special geographically determined type of tourist product. This concept is applied to a complex set of elements identified on the basis of their specific spatial localization, as well as having the character of a tourist attraction.

It should be emphasized that when selling a specific tourist product-place (for recreation, attending classes, hobbies, etc.) to a consumer, he is offered not only natural and man-made attractions, but also the services of various business entities that are provided on the basis of the existing tourism infrastructure and suprastructure, historical and cultural heritage, hospitality and friendliness of residents, as well as taking into account public opinion regarding the place of visit (stereotypes) about certain events that should occur during the period of the tourist's stay.

An analysis of the listed types of tourism product shows that they can be combined into two main groups: basic (simple) and integrated products. The first group includes the least complex single products - a service and an object, and the second - more complex, organizational and spatially integrated products. Organizational integration is about bringing the core products together under a common concept and management. Thus, there are tourism products-events and products-events. For products in this category, spatial localization is of secondary importance, with a more general or specific localization, such as "at the seaside" rather than "at the seaside resort N". In turn, spatial integration brings together products for which precise localization is crucial: the product is spatially determined, so it can be formed and consumed in only one precisely defined place, and is explained by the name "tourist product-place". However, in this case, organizational integration plays an equally important role. This category of products includes tourism products - objects, routes, places.

The above classification convincingly testifies to the wide variety of tourism products and their complex nature. The product consists of many, sometimes completely different components that exist in different versions and combinations.

In order for a set of objects and services to become a single tourism product, all its components must be connected by one idea (product design). Appropriate organization is also important: the logical and correct association of individual components.

The previously mentioned components form a product in the narrow sense that is widespread in the tourism services market. It is offered to customers in the form of a prepaid set of travel services, called a travel package. Its quality almost completely depends on its organizer (on his professionalism, conscientiousness, concern for the quality of individual services).

However, this is not enough for the consumer. Experts note that the tourist includes in the concept of "tourist product" all the events that occur with his participation during his stay away from home. Just as essential as the main component of the tourism product is the traveler's environment: the weather during the vacation, acquaintances during the trip, the general atmosphere of the trip, the inner experiences of each participant, new experiences and skills, and a new understanding of the location.

Staying in certain regions can be considered prestigious, have a status value. Other places are identified with great entertainment and relaxation, while others are considered exotic, extravagant, etc. There is no doubt that the emotional perception of the place of visit is a difficult component of the tourism product to define.

The tour operator cannot significantly influence the mentioned components of the environment of the tourism product, despite the fact that such an opportunity is sometimes considered by customers as very important in assessing the activities of the enterprise. The tour operator can only limit the risk of certain events, for example, organizes holidays in countries with a warm climate, completes a group according to a predetermined principle, worries about appointing a leader who will take care of the atmosphere of the trip, taking into account stereotypes and ideas about the region where tourists are staying" [

Introduction

1.2 Tourism service and tourism product. Their interaction

1.3 Features of the tourism product

2. Study of the commodity policy of LLC "Travel Bureau "Macro Polo"

2.1 Economic and service characteristics of Marco Polo LLC

Conclusion

Bibliography

The main countries supplying tourists to the Russian Federation are Finland, Germany, USA, Great Britain, France and Italy. WTO data on the average daily expenses of tourists from the top ten donor countries, as well as information from the State Statistics Committee on tourist arrivals, made it possible to determine the approximate costs of their trips to Russia, which in 2003 amounted to US$374 million with an average stay of 6.5 days, with the majority using the services of national Russian carriers.

The source tourism markets are characterized, on the one hand, by high purchasing power, and, on the other hand, by the sophistication of consumers in matters of the tourist offer and high requirements for the quality of service.

This is the basis for a clearer focus and more intensive marketing to the main sending countries, including primarily targeted promotional activities. A well-constructed marketing strategy, focused on the key tourism destination markets, will make inbound tourism the most profitable component of the entire Russian tourism sector. Therefore, it is necessary to study the features of the functioning of the tourist market, the specifics of the tourist product and tourist service, the rules for the provision of tourist services.

Tourism has its own specific features that distinguish it from other forms of trade in services. The concept of “tourist product” can be considered both in a narrow and in a broad sense. A tourist product in the narrow sense is the services of each specific sector of the tourism industry (hotel product, tour operator product, airlines, etc.). In a broad sense, it is a complex of goods and services that together form a tourist trip. Consequently, the specifics of promoting a tourist product on the market is determined by the essence of the tourist product itself and its features as a type of service. These features are: direct contact with the client, work with foreign partners, high quality of service, the ever-increasing saturation of the market and the demands of the consumer, the volatility of demand, the intangibility of the tourist product. All of the above has a significant impact on the management and research decisions in tourism.

The above circumstances indicate the relevance of the chosen topic.

The object of study of this work: a tourist product.

Subject of study: features of the tourist product in the market of tourist services.

The purpose of this work is to consider the specifics of the tourist product as a product in the market of tourist services.

The following tasks were set in the work:

· Consider the essence and features of the tourist product;

· Consider the features of the interaction of tourist services and tourist products;

· Conduct a study of the commodity policy of the tourist company "Marco Polo";

· Consider the features of the tourist product provided by the Marco Polo travel company, the features of the seasonal offer of the tourist product;

Develop a product strategy for the travel company "Marco Polo"

The thesis consists of three chapters, introduction and conclusion. To write this work, we used legal acts regulating activities in the tourism sector, state standards that determine the requirements for the content of the tourist product, monographs (works by Viters J., Gavrilchak N.I.), educational literature (works by Durovich A.P. , Zhukova M.A., Zorina I.V., Ilyina E.N., Kabushkina N.I., Quarterly V.A., Kotler F., Markova V.D., Opolchenova I.I., Sidorova V. A., Shubaeva V.G., Yankevich V.S.), periodical literature (works by Artemova E.N., Vorobyov V., Morozov V.A., Motorin V., Pivovarova M., Khotsyatovskaya L., Yurik R. .A.), Internet resources.

1. Essence, definition and features of the tourist product

1.1 Definition of tourism product

In the market of tourist services, the product is a tour - a set of services, the right to use which is offered to the client. This complex is a product of the travel company itself, which creates it from intermediate products - the organization of moving, meals, accommodation, excursion programs and others.

The product of a travel company is an intangible product, which allows some modern researchers (including F. Kotler) to say that memories are the product of the tourism industry. On the other hand, the tourist product is a complex of material services (accommodation, meals) provided using a huge material base. This contradiction is due to the fact that the product of the tourism industry is the right to temporary use of this base, which is not a final product (for example, a hotel room, as opposed to an apartment).

A tour as a complex (package) of services consists of a certain set of "semi-finished products", which can also be defined as products of the tourism industry that are of an intermediate nature.

The product created by a travel company is subject to a number of patterns that apply to other groups of goods, for example, the product life cycle (Fig. 1):

development launch maturity decline

Figure 1 - The life cycle of a tourist product

Thus, it is possible to distinguish types of goods depending on the stage of the life cycle. This imposes the first constraint on the firm's product strategy: the firm's product portfolio must contain products at different stages of the life cycle, otherwise the firm is short-lived.

Tourist Firm and tourist (client, consumer of tour services);

Thus, the voucher is the final "product" of activity tour of the company and, accordingly, the subject of its implementation. It is a set of rights (guarantees) for a tourist to receive quantitatively and to qualitatively def hardly now x services. At In this case, the question of what exactly is a voucher is far from an abstract one.

Since the subject of the contract between the tour company and the tourist is precisely the acquisition by the latter of the rights (guarantees), issued, as a rule, in the form of travel ki, then, respectively, the turnover on sales ii products a tour company is formed in the reporting period when the sale of the tour took place, and not when the tourist makes a trip on this tour.

The receipt by the tourist of the services themselves is already a process of consumption of the purchased "products" by the tourist. Naturally, the tourist is left with the possibility of making claims against the travel agency that sold him the ticket in case of non-receipt or incomplete receipt of services, the guarantees of which he I got it from a tour company.

This kind of right exists for consumers who have purchased any product, not just a ticket. At the same time, the seller (executor) has no reason to consider his "products" unrealized only because, perhaps, sometime claims will be made on it.

So, from the standpoint of the subject of the contract between the travel company and the tourist, the activity of the first is expressed in the sale of vouchers.

However, from the point of view of the subject matter of the contract between tourism and other, not only tourism firms in the activities tour firms are possible options. These options differ primarily in what exactly tour company acquires from other organizations in order to carry out its activities.

Types of tourist activities differ according to the purpose of the tour, geographical principle, the number of participants in the tour and the way tourists travel (see Table 1).

Table 1 Classification of tourism activities

Classification sign	Types of tourism
1	2
1. Purpose of the tour	1.1. Relaxation
	1.2. sports recreation
	1.3. exotic vacation
	1.4. Business tourism
	1.5. Training and/or advanced training
	1.6. Family tourism
	1.7. Treatment
	1.8. excursion tour
	1.9. Shop tour
	1.10. Pilgrimage Tour
2. Geographic principle		2.1. Patriotic (Russian tour)
		2.2. Tour to CIS countries
		2.3. Tour to foreign countries
		According to the classification of the World Tourism Organization
		2.1. Domestic tour
		2.2. Outer tour
3. Number of tour participants		Private tour
		family tour
		Group tour
4. According to the method movement		4.1. Hiking
		4.2. Sea cruise
		4.3. river cruise
		4.4. Autotourism
		4.5. ski tour
		4.6. Train ride (railway tour)
		4.7. Mixed Tour

Tourism according to the most significant features is divided into separate varieties. Such signs are: the purpose of the trip, the method of movement, the intensity of the tourist flow, the duration of the trip, the nature of the organization of the trip, etc.

Depending on the purpose of the trip, the following types of tourism are distinguished: recreational, educational, health, scientific, business, sports, shopping tours, adventure, pilgrimage, exotic, ecotourism, etc.

Recreational tourism is characterized by the duration of travel, a small number of cities included in the route, and the widespread use of air transport. Cognitive tourism performs the functions of expanding horizons and intelligence. Health-improving rest, depending on the means of influence on a person, is divided into climate-, sea-, mud therapy, etc. Business tourism (travels of businessmen with business purposes) is the most dynamic and profitable type of tourism. Therefore, many states are striving to host international forums and conferences. Relatively new in international business is scientific tourism. Educational trips abroad have become one of the established segments of the Russian tourist industry.

According to the method of movement of tourists, there are: pedestrian, aviation, sea, river, autotourism, railway, bicycle and mixed. According to the intensity of tourist flows, permanent and seasonal tourism are distinguished. According to the duration of tourists on a trip, short-term and long-term tourism are distinguished. According to the nature of the organization of travel, individual, group, organized and amateur (unorganized), etc. are distinguished.

There are factors that determine the development of tourism and shape the direction of tourist flows. Favorable factors lead a region or country to leadership in world tourism, unfavorable factors reduce the tourist flow. Such factors need to be established as fully as possible for each specific market segment.

External circumstances of the effectiveness of tourism include statistical (invariant over time) and dynamic factors.

The statistical group includes natural-climatic, geographical, cultural-historical factors.

The attractiveness of places of rest is determined primarily by these conditions. It is no coincidence that the southern regions with a warm climate have a positive balance in the article "tourism", while in all northern countries, whether it be Russia or the Scandinavian countries, the balance is negative. Historical and cultural resources are becoming increasingly important with the growth of the level of education and the cognitive needs of people.

Dynamic factors include: social and demographic changes, financial and economic development, the political situation in the country and logistical factors.

Demographic and social changes mean that more and more people will have the time and income to travel.

These changes include the following indicators:

increase in life expectancy;

Formation of a mobile stereotype of the life of the population;

an increase in the proportion of elderly people living alone;

increase in the duration of paid leave;

Lowering the retirement age

Increasing income per family member

Tendency to marry at a later age

an increase in the number of childless couples.

The study of the tourism market, strategies and tactics of the possible behavior of travel companies on them studies tourism marketing.

The content of tourism marketing includes a tourism product, price, sales, communications, personnel, their qualifications and training, the process of consuming services, and the environment. Tourism marketing should not only meet the needs, but provide the specific needs of a specific consumer of specific tourism activities in the active use of free time, in the development of underused forms of tourism activities, in serving tourists with high-quality services.

In the practice of travel companies, a combination of strategy and marketing tactics has become important, which depends on the specific areas of strategic marketing arising from the relevant situations in a given travel company. Since the activities of tourism organizations are carried out in a competitive environment for customers, success is ensured by those firms that will find specific advantages, individuality, clientele and will be able to both create and provide new needs for tourism services and services of other enterprises participating in the tourism business.

An important part of marketing management is the planning process. Tourism planning is engaged in solving the problems of tourism development, determining the means to achieve them. Its purpose is to maximize revenues from tourism development and ensure a dynamic balance between tourism supply and demand. Tourism planning is based on a systematic approach based on the concept of a tourism product and a market for tourism goods.

Features of pricing in the tourism business suggest the need to take into account all factors of pricing policy, including the prices of competing firms, the quality of services and maintenance, production costs, transportation costs, allowances and discounts in favor of intermediaries, advertising, high price elasticity in various segments of the tourism market, high degree of influence of competition.

In the context of increasing competition, increasing complexity of organizational and technical activities, the effectiveness of contacts with potential and real tourists requires more and more qualifications and awareness among employees of travel companies, which depends on the degree of their training. The organization of the provision of services should be aimed at achieving a beneficial effect with a clear relationship between the most important elements of it: technology and labor organization.

So, summing up, he will note that the main product of travel companies is a tour. A tour is a formed complex of basic and additional services provided to a tourist depending on the purpose of the trip. The property right for a tour intended for sale to a tourist is called a tourist product (tour product).

In the next section of the work, the features of the interaction of a tourist service and a tourist product are considered.

Before considering the specifics of the interaction between a tourist product and a tourist service, it is necessary to define the basic concepts.

The Law "On the Fundamentals of Tourism Activities in the Russian Federation" adopted on November 24, 1996 for the first time formulated 18 terms of the conceptual apparatus of the tourism sector.

Tourist categories mentioned in the Law of the Russian Federation of November 26, 1996 and requiring clarification. So, in the works of Gavrilchak N.I. offers the following formulations of the basic concepts of the tourism sector (Table 3).

Table 3

Comparative characteristics of the basic concepts of the tourism sector in various sources

The name and wording of the tourist category in the Law of the Russian Federation	The name of the tourist category and the proposed wording
Tourist product.
1. The right to a tour intended to be sold to a tourist	A complex of tourist services, on the basis of which the right of a tourist to carry out a tour in the future is realized.
2. Travel voucher. Document confirming the transfer of the tourist product	A document that fixes the presence of a complex of tourist activities that make up a tourist product, for the realization of its needs in the implementation of the tour.
A complex of services for accommodation, transportation, meals for tourists, excursion services, as well as services of guides-interpreters, other services provided depending on the purpose of the tour.	A set of services provided to a tourist to fulfill his travel needs, determined both by a tourist voucher and by the tourist's ability to purchase additional services.

Tab. 4 fixes additional concepts necessary for understanding tourism activities that are not included in the Law of the Russian Federation of November 26, 1996.

Table 4

Additional tourism categories needed to understand tourism activities.

No. p / p	Term	Tourism category wording
1.	Service	Part of non-productive or material-productive activity, which consists in a useful action or in material services, including the production of products and their repair, as well as in meeting the non-productive personal needs (spiritual, aesthetic, and many others) of the population.
2.	Tourist service (tourist service)	Useful (expedient) activity of a travel company to meet the needs of a tourist.
3.	Services provided during the tour.	Services recorded in the document - a travel voucher.
4.	Additional services during the tour	Cultural and entertainment, excursion and other services purchased and paid for by a tourist in a tourist voucher
5.	Tourism business services.	Services provided to a tourist under a document - a tourist voucher, as well as additional services.

The complex of services provided by a travel company involves the allocation of basic (core) services for tourist services and ancillary services that ensure the actual conduct of the tour.

The main (profile) services of the travel agency include:

choice of type of tourism and tour route (recreation places);

specification of the number of days of the tour;

organization of food;

choice of trailer (means of delivery of tourists);

organization of a cultural program;

· clarification of the price of the tour, taking into account the system of discounts.

It is necessary to note some features of the provision of specialized tourist services.

According to the number of days, tours can be divided into three categories:

short-term (2-5 days),

mid-term (6-14 days),

long-term (over 2 weeks).

The most popular are medium-term tours. When choosing a place of residence, tourists usually focus on 3, 4 and 5 star hotels, which are selected depending on the price and solvency of the client. Catering on the tour includes the following options:

a single meal (usually breakfast);

half board (two meals a day, usually breakfast and dinner);

Boarding (breakfast, lunch, dinner).

The main way of delivering tourists to the place of rest in international tours is usually air flight, less often - travel by sea or by rail. In domestic tours, as a rule, trains and planes are used as a trailer; river and sea cruises, motor transport are practiced less often.

When organizing a cultural program, the specifics of the country (region, city) of the tour in historical, cultural, national, religious terms, as well as the duration and type of the tour (in the shopping tour, business trip and business tour, the cultural program is reduced), the possibilities of the host and , of course, the solvency of the client.

Taking into account certain profile services, the final price of the tour is set, which can be adjusted in connection with the provision of additional services and various discounts. As the latter, there are usually discounts from the price for children (from 10 to 20%) and for regular customers (from 15 to 30%).

It is necessary to emphasize the specifics of certain types of tourism, then a significant part of the price of the tour is the cost of the so-called leading service that determines the purpose of the tour: treatment on a health tour, training on a business tour, negotiations with foreign companies on a business tour, organization of purchases on a shopping tour, participation in (sporting events on a sports tour, visiting religious holy places on a pilgrimage tour, a concert program on a show tour, etc.).

Ancillary or additional services that ensure the conduct of the tour (and are also included in the final price) include:

· visa support (issuance of a voucher for a group or visas for tourists) and registration of international passports (in their absence);

Accompanying (adults and / or children - at the request of the tourist);

· registration of air tickets and baggage;

customs clearance of cargo (upon arrival in the Russian Federation from international tours);

· delivery of tourists to the trailer (to the airport, railway station, etc.) and back upon arrival from the tour - usually by bus;

insurance of tourists and luggage (cargo); - payment of a scholarship to a tourist for pocket expenses in US dollars or the currency of the host country upon arrival at the place of rest (for international tours).

Between the tourist and the tour company, a contract for the provision of services (contract for tourist services) must be concluded, which is drawn up in accordance with the civil legislation of the Russian Federation and includes the following main sections:

sides,

The subject matter of the contract

· rights and obligations of the parties,

the price (cost) of the tour and the procedure for mutual settlements,

The responsibility of the parties

· special conditions,

legal addresses and details of the parties.

Before concluding an agreement, a tourist needs to ask if the travel agency he has chosen has a license for tourism activities - in the absence of it, it is pointless to conduct further negotiations.

One copy of the contract for tourist services, certified by the signatures of both parties and the seal of the tour company, remains with her, the other is handed over to the tourist. We must beware of firms that do not give customers any written guarantees - they, accordingly, are not responsible for anything.

On the basis of the concluded agreement, the tourist is issued a voucher, issued according to a standard form.

The voucher contains the full details of the organizer-seller of the tour, the number of his license, information about the tourist, start and end times of the tour, its route and other necessary data.

From the turnover of the voucher, in particular, it is indicated that it is drawn up in accordance with the terms of the contract on tourist services and is an integral part of this contract. This document must be accompanied by an itinerary program, an information leaflet on risk factors and recommended rules of conduct when making a trip. A tourist should not only know such recommendations, but also comply with them for the sake of his own safety, luggage preservation and health.

When filling in the "hotel" column, its category is indicated in accordance with the classification that exists in the country of the upcoming trip. An abstract mention of certain "stars" is not enough, since in each country they have their own content, which differs significantly even from neighboring countries. If there is no visual catalog and the tour company's own booklets, it is still better for a tourist to find out the full list of hotel services, where it is located, what kind of set of services will be in the room: bath, air conditioning, hair dryer, and so on. The tour company has the right to expand the content of a typical voucher, but should not exclude any of the items contained in it.

Disputes on the provided tourist services are resolved in accordance with the Civil Code of the Russian Federation, arbitration and arbitration procedural legislation.

When preparing each of the plans, the specifics of the service as a product should be taken into account. Thus, when developing a product policy, it is necessary to take into account that consumers themselves participate in the process of providing a service. In addition, the professionalism of the company's employees is considered as an integral part of the product, since it ultimately depends on their qualifications whether the services of this company will be of sufficient quality so that it can successfully compete in the market.

The main place in the commodity policy of firms providing services is occupied by plans:

To increase the competitiveness of the service and manage its quality;

Formation of the range of services and its management;

Rational extension of the life cycle of services;

Innovation policy.

Considering the service as a product, marketers have developed a theory called the service package model. In accordance with this theory, a service product is described as a package or set of different services that together form a total product, including:

main service;

Ancillary services;

Support Services.

The main one is the service for which the company enters the market.

Ancillary services contribute to the consumption of the main one, and the main task of supporting services is to make the main one more attractive, increase its cost, and distinguish it in comparison with the services of competitors. There is a difference between supporting and ancillary services. Auxiliary ones cannot be abandoned, since in this case the entire package will cease to exist, and supporting ones are not necessary, but their use can become a prerequisite for the formation of a competitive advantage. If the main service provided by the company is passenger air transportation, then check-in at the airport can be considered as an auxiliary service, and film screening during the flight can be considered as a support service. However, sometimes the same service (for example, in-flight meals) under some circumstances during flights over long distances can be classified as auxiliary, and under others (for short flights) - as supporting.

When developing a commodity policy, much attention is paid to increasing the competitiveness of a service and managing its quality.

The competitiveness of a service is understood as a set of consumer and cost characteristics of a service that determine its success in the market, i.e. the advantage of this particular service over others in the face of increased competition. Competitiveness is influenced by many factors, one of which is the quality of service, which includes the concept of technical and functional quality and depends on the image of the company.

Technical quality is ensured by the package of services that the company offers to the client. In order for a client to consume a service, it must be technically available and provide the expected result.

However, for the client, not only the result from the consumption of the service is important, but also the consumption process itself, during which he comes into contact with the personnel of the company and its technical resources, if the service is provided by an automatic machine or machine. What happens in the process of consuming a service determines its functional quality.

Service quality is a measure of how well the level of service provided meets customer expectations. Therefore, the criteria used by consumers to assess the quality of the service are important. In their research, marketers identify ten such criteria.

Five of them are used in the evaluation of the end result (technical quality), and five others in the evaluation of the service delivery process (functional quality).

The first group of criteria includes:

Reliability (determines the firm's ability to perform the promised service accurately and accurately);

Availability (characterizes the possibility of a client receiving a service without a long wait);

Security (assesses whether the given service exposes the client to danger or risk, whether it is questionable);

Trust (shows how much you can trust the company or persons providing the service);

Understanding the customer (assesses the firm's efforts to get to know its customers and understand their needs).

The second group of criteria includes:

Response (characterizes the desire and desire of the company's employees to help customers in resolving their problems);

Competence (determines the extent to which the staff has the skills and knowledge necessary for the qualified provision of services);

Politeness (shows how kind and courteous the company's employees are, how attentive they are to their customers);

Material environment (evaluates the tangible component of the service: interior, lighting, staff appearance, etc.);

Communications (characterizes the information support system in the company).

The intangible nature of the service leads to the fact that the buyer has difficulty in evaluating it, so he often relies on external impressions, and the image of the company plays a huge role in this. The company should not just offer a qualified service, it should make a good impression. If the company's image is unattractive, the consumer is unlikely to be interested in its products. In this case, the firm will not even have the opportunity to demonstrate a high level of technical and functional quality of its services.

It is possible to improve the quality of services by developing and carefully observing a service standard - a set of mandatory rules for customer service, which are designed to guarantee the established level of quality in all transactions.

Intracompany standards are developed by the company itself (for example, the American Airlines service standard), industry standards are usually national (for example, the RF Education Law), international standards are used in different countries, for example, ranking hotels by the number of stars).

The service standard includes a number of criteria by which you can evaluate the level of customer service and the activities of the company's employees. Such criteria include: customer service time, a system for handling complaints and claims, requirements for clothing and appearance of employees, the availability of information and advertising materials in the company's office, waiting time for a response by phone, paperwork requirements, payment procedures, etc. d.

An important direction of commodity policy is the formation and management of the range of services provided. The formation of the assortment involves solving issues related to the development of an optimal package of services, as well as determining the need to create new services, changing existing ones, and terminating the provision of unprofitable types of services. In this case, it is necessary to take into account the phase of the life cycle in which this or that service is located.

An important aspect of the company's activity is the process of developing a new service. When conducting an innovation policy, the tasks of the marketing service include analyzing the situation on the market, researching the wishes and suggestions of customers, assessing the feasibility of developing new services and bringing them to the market. Creating a new service and bringing it to the market is a complex process that requires a lot of money, but not a single company that intends to operate for a long period of time can do without it.

The classification of tourist services according to GOST R 50690-2000 can be represented as follows:

Tourist services provided to consumers by organizations or individual entrepreneurs include:

services of a tour operator for the organization of domestic tourism;

services of a tour operator for organizing outbound tourism;

services of a tour operator for the organization of inbound tourism;

travel agent services

individual services of a tour operator and travel agent;

services for amateur tourism;

excursion services.

Tours are divided into:

· health-improving (tours of health-improving nature with rest and/or treatment at the resort);

Cognitive (tours with an excursion program: visiting museums, sightseeing, participating in cultural events);

professional and business (tours with participation in the work of meetings, conferences, congresses, trade fairs and exhibitions; with performances with lectures, concerts; with participation in professional events, negotiations for concluding contracts, seminars, professional special courses, as well as for the purpose of promoting goods on the market and increase their sales; training and research activities, with the exception of cases of paid work in the place of temporary residence);

sports (tours for non-professional sports: hiking, equestrian, skiing, mountain, cycling, scuba diving and other water sports, fishing, hunting, etc., as well as for the purpose of participating and attending sports competitions);

Religious (tours with pilgrimage purposes, participation in religious events, routes with visits to holy places);

tours with other purposes.

Individual services of a tour operator and travel agent may include:

services for the organization of accommodation for tourists;

services for catering tourists;

services for the organization of transportation of tourists by various modes of transport;

services for the organization of sports, entertainment, educational, recreational, sightseeing and other events;

Services of guides - translators.

Services for amateur tourism may include:

provision of information materials, tourist schemes, descriptions of routes, natural obstacles, objects;

· consulting services, including issues of organizing tourism, ensuring safety on tourist routes, etc.;

intermediary services to ensure safety on tourist routes;

training in the basics of tourist and mountaineering skills.

Tour services may include:

organization of excursions;

services of a guide.

The final consumers of the services of Marco Polo LLC are: business people, individual tourists (groups of tourists), VIP clients.

The structure of income received from each customer segment is presented in Table 10.

Table 10 Segmentation of customers by income from sales of tour packages

From the data in Table 10 it can be seen that the main clients of the travel agency Marco Polo LLC are corporate clients. Therefore, even in the off-season, the volume of sales is due to the organization of various seminars, business meetings, exhibitions.

Here, too, one cannot fail to note the decrease in the share of travel agencies. Thus, the travel agency "Marco Polo" LLC needs to think over a clearer strategy for working with travel agencies, for example, to create a database of travel agencies.

Thus, the best strategy for the firm will be the one that will allow the firm to use the opportunities and strengths that open up for the firm, and at the same time overcome the threats of the external environment and its own weaknesses. This can be done by the strategy of increasing the efficiency of the company "Marco Polo" LLC.

Let us characterize the pricing policy of Marco Polo LLC. It is difficult to calculate the cost of each service, since the package of services of the Marco Polo LLC travel agency is not standard, since the company works on an individual order, depending on the wishes of the tourist.

It is also difficult to compare the cost of each service, because You can spend a lot of time on one order in order to fulfill it without losing the agency, and the profit can be minimal. An order takes the working time of an employee of the reservation department, telephone conversations, time on the Internet, etc., and an order for a two-three-star hotel for 3 days. And an order for a five-star hotel for 14 days for 4 people can have a low labor intensity. Therefore, the labor costs for orders of different cost can be the same, but the revenue from them can differ greatly, more often in the direction of reducing the cost of expensive orders.

It is the number of orders that affects the financial condition of the company, because it is impossible to lay a high profitability on each service, since the formation of the price of an order is influenced by the prices of competitors, the prices of hotels, which must be lower than in the hotels themselves in order for this price to be attractive to tourists, etc. Therefore, the company "Marco Polo" LLC must constantly increase the volume of orders per month in order to ensure the profitability of the company, so that due to the growth in the volume of orders, it would be possible to have a margin for price reduction in order to increase its competitiveness.

The formation of prices for the services of the travel agency Marco Polo LLC is carried out by calculating the total costs plus profit (Table 11).

Table 11 Prices for the services of Marco Polo LLC for 2004

Type of service	Cost price	Profit	The price of the travel agency Marco Polo LLC	Average competitor price
Holidays in Turkey	6322	1294	7616	7650
Holidays in Egypt	7122	1393	8515	8690
Rest on about. Crete	7756	1264	9020	9320
The ex. tour to thailand	8022	1393	9415	9490
Spain	4656	664	5320	5500
Croatia	7135	1064	8199	8660
France. Paris	8556	1364	9920	9950
Italy (Rome, Venice)	8656	1364	10020	10040
Ex tour to Greece	5156	1064	6220	6300
Holidays in Switzerland	9156	1664	10820	10895

According to table 11, we can conclude that the analyzed company pursues a more flexible pricing policy in the service market. It reacted faster to changes in demand, lowering the price level compared to the price of the main competitor, while the quality of services remains unchanged.

The pricing strategy of the travel agency Marco Polo LLC is a market penetration price strategy. This strategy is based on a deliberately low price level in order to expand market share.

In table. 12 shows the analysis of the competitiveness of the tourist products of Marco Polo LLC and the travel agency Multitravel.Ru.

Table 12

Thus, it can be seen that Marco Polo LLC outperforms Multitravel.Ru in such indicators as workplace automation, staff professionalism, location convenience, and tour program. However, it is inferior in terms of such qualities as information and advertising materials and the width of the assortment.

Thus, the website of the company Multitravel.Ru, unlike Marco Polo, has a large amount of information about the company, flight plans, prices are given. This is a very important moment for the promotion of the tourism product.

One of the features of the advertising strategy of Marco Polo LLC with individual clients is that the company regularly reminds its clients of itself, congratulating them on their birthday, sending flowers, announcing the opening of new directions in the field of tourism and entertainment, etc.

No. p / p	Type of advertising	Cost, rub.	Period
1		784	07.01-12.01.04
2	Participation in the exhibition Mitt 2002	5682	May 2004
3		2750	May
4		2500	May 2004
5	Advertising on cable TV (creeping line)	678	10.06.-15.06.04.
6		525	14.06. - 19.06. 04
7	Advertising on "Europe+"	1449	22.06 - 27.06.04
8	Advertising on cable TV (creeping line)	678	24.06. - 29.06.04
9	Advertising on cable TV (creeping line)	994	11.07-16.07.04
10	Advertising in the magazine "Tourism and Recreation"	860	15.07.-20.07.04
11	Advertising on cable TV (creeping line)	860	29.07.-03.08.04
12	Advertising on cable TV (creeping line)	860	12.08. - 17. 08.04
13	Advertising on cable TV (creeping line)	678	18.10-23.10.04
14	Advertising on "Europe +"	966	15.10-19.10.04
15	Article in the magazine "Tourism and Recreation" (about the New Year's holiday)	1500	December 2004
16	Advertising on cable TV (creeping line)	900	5.12.02-10.12.04
Total for the period under review 2004		22664

The following shortcomings in the company's communication activities should be noted:

1) in April, the travel agency Marco Polo LLC did not conduct an advertising campaign, despite the fact that the March 8 holiday is an occasion for Russian tourists to relax;

3) the period of advertising campaigns in one media carrier is on average 5 days. In such a short period of time, it is not possible to reach the required share of target consumers, and even more so to achieve an effective frequency of contacts to create awareness about the company and stimulate tourist purchases;

Thus, the analysis of the promotion of travel services of the company Marco Polo LLC showed that promotional activities are not planned thoughtfully, effective advertising activities are not monitored, and competitors' advertising activities are not analyzed.

Thus, we examined the economic and service characteristics of Marco Polo LLC. We can draw the following conclusions.

OOO "Marco Polo" occupies a stable position in the tourist market of Novosibirsk, has been operating on the market for 10 years.

In the tourism business, there is such a thing as seasonality, which determines the demand for tourism services in different months of the year.

2.2 Analysis of the features of the tourist product provided by Marco Polo LLC in the winter

The volume of sales to foreign destinations is also influenced by such a factor as seasonality.

Seasonality is understood as a stable pattern of intra-annual dynamics of a particular phenomenon, which manifests itself in intra-annual increases or decreases in the levels of a particular indicator over a number of years.

The production and service process of tourism has a pronounced dependence on seasonal fluctuations.

Seasonality in tourism is characterized by the following features:

The period of maximum intensity of the tourist flow is called the main tourist season;

a tourist region, a travel company, depending on the development of the type of tourism, may have one or more tourist seasons;

· countries, regions, centers, firms developed in terms of tourism have a longer main tourist season, and the intensity of the tourist flow does not have a pronounced seasonal unevenness, that is, significant seasonal fluctuations are characteristic of a low level of development of the tourist offer;

· seasonal fluctuations in tourism are different for certain types of tourism in time.

Seasonality in tourism is determined by a number of factors:

· natural and climatic - the quantity and quality of specific benefits for the development of sports, health, educational and other types of tourism;

economic - the structure of consumption of goods and services, the formation of the solvency of demand through supply;

social - availability of free time;

· demographic - differentiated demand by sex and age composition and other characteristics;

psychological - traditions, fashion, imitation;

· material and technical - development of a network of accommodation, food, transport, cultural and recreational services;

· Technological - an integrated approach to providing quality services.

In autumn, there is an increase in sales of the tourist product of Marco Polo LLC in the directions of Italy and Thailand.

In Italy, tourists are attracted not only by rest on the coast, but also by sightseeing routes around the cities, in addition, specialized exhibitions, sports competitions, and various symposiums are often held in large cities.

In the autumn, an active sale of sightseeing tours in Europe, tour packages to Egypt and ski resorts begins.

As shown in the previous paragraph, according to the results of sales in 2004, the most popular winter destinations can be called Spain, Croatia, about. Crete, Egypt, Turkey.

Consider the specifics of outbound winter tourism:

The main winter tourist destinations are: Egypt, UAE, Thailand, Canary Islands, ski resorts in France, Switzerland, Austria and Andorra, Croatia.

It should be noted that Marco Polo LLC does not provide tours to Austria and Andorra.

Thailand is an amazing opportunity to combine in one trip an acquaintance with ancient culture and the delights of secular and resort life. On Thai soil, a tourist will be enveloped by a wave of spicy aromas, bright colors, melodious speech, strikingly unlike any of the European languages, and the exotic architecture of Buddhist temples will enchant the tourist with their bizarre forms.

The capital of Thailand, Bangkok, is a city of vibrant, distinctive beauty. Here the tourist will find nice shops where you can buy the famous Thai silk, jewelry and antiques. Numerous restaurants are a great opportunity to practice your knowledge of the intricacies of Asian culinary trends.

Thailand is a country of islands. The most famous of these is Phuket Island, Phuket is home to some of the finest beaches, elegant resorts and hotels such as the Banyan Tree and Amanpuri. If the tourist is a nightlife lover, Phuket, with its great discos and entertainment, is the perfect place. From here you can go on an unforgettable cruise to the neighboring very tiny islands.

Thailand is a great opportunity to take care of yourself. Discover the miraculous properties of Thai massage and try one of the spa beauty recipes. There is no doubt that the traveler will appreciate the rest on the ancient Thai land. The visa is issued upon arrival at the airport. Maximum stay 14 days.

Climate: Tropical, monsoon. The hottest period is from February to June. The season of traditional tropical rains varies depending on the region: on the island of Koh Samui - from October to December, in Phuket - from May to October, in Bangkok - from July to October. The most favorable time for travel is from November to February. The average temperature is 30-32C.

Features of rest on about. Crete are as follows. If you are planning a trip to Cyprus with children, it is better to stay at the four-star Agapi Beach Hotel. The fact is that turtles live there right at the entrance - the administration built a fabulous house for them with a pond, a fountain and a garden. And kids just can't resist petting them and feeding them cabbage leaves.

In the summer heat, it is best to spend time on the beach. But still, having arrived in Crete, it would be a sin not to see at least some of its legendary sights. For example, the Minos Palace, built in the fourth century BC. According to legend, the half-bull-half-human Minotaur and his beautiful daughter Ariadne once lived there. Almost in every city there are ancient, but still functioning male and female monasteries, ancient fortresses. And in general, every Cretan town is so unique that any walk through it becomes a real excursion. Thrill-seekers can be advised to personally crawl along the longest - 18 kilometers - gorge in Europe or visit the island-volcano of Santorini.

Croatia, however, like Turkey is popular both in summer and in winter. Croatia, located between the Mediterranean Sea, the Alps and Pononia, contains a unique harmony of rare and amazing beauty inherent in this region.

In Croatia, the beauty of nature is not studied from books. This country, considered one of the most environmentally friendly in Europe, is a real champion in the number of national parks. There are seven of them here.

Before embarking on a journey through the Croatian lands and getting acquainted with their history, it must be said that the Croatian coast has the largest number of islands in the Mediterranean. Croatia occupies a worthy place among the cultural centers of Europe due to its historical monuments. You can recall the monument city of Dubrovnik, Splin and its Deocletian Palace, the mosaic of the Euphrasian Church in Poreč, the theater in Hvar:

It is not easy to get to know the whole of Croatia because of its natural, cultural and historical riches. But this is extremely interesting.

Indeed, it is not so easy to list everything that it offers to tourists: old castles and thermal springs, forests rich in hunting and vineyard trips, ski resorts near the sea and untouched nature, which most of Europe knows only from old photographs.

Here in Croatia, the best varieties of fish, lobster and oysters come to your table directly from the sea, bypassing refrigerators. And the famous delicacy mushrooms "tartuuffs" are not imported, but are harvested in the forests of Istra.

A distinctive feature of the tourist product of Switzerland is an excellent network of rail, bus and water routes. There are about 5,000 km of railways and 1,500 comfortable air-conditioned trains. Especially convenient are the new generation ICN express trains. The trains have so-called family cars with spacious compartments for games, as well as special “quiet” cars where loud conversations, the use of mobile phones and players are prohibited.

Thus, we can conclude that the most popular winter destinations are Thailand and Egypt, Croatia.

2.3 Analysis of the features of the tourist product provided by Marco Polo LLC in the summer

In summer, there is a sharp increase in sales of tours to Turkey, Italy, Crete and Egypt. In the spring, the bulk of sales come from sightseeing tours in European cities, as well as through the sale of tours to Turkey and Egypt.

Consider the specifics of summer holidays. The main summer destinations for outbound tourism are: Turkey, Croatia, Spain, Cyprus, Bulgaria, Tunisia, Italy.

It should be noted that Marco Polo LLC does not provide such important and popular destinations as holidays in Cyprus, Bulgaria, Tunisia. So, according to some estimates, Bulgaria has recently become very popular, the demand for it has increased over 2005. by 20%. (Fig. 9)

Figure 9 - The most popular tours of the summer season.

Turkey is a state with a territory of 781 thousand square meters. km., located at the crossroads of Europe and Asia. The country is washed by four seas: in the north by the Black, in the west by the Marmara and Aegean, in the south by the Mediterranean. Turkey is a state where many great civilizations have left their mark. Turkey is a state with a unique and, for the most part, untouched nature. Turkey is emerald seas, endless beaches and gentle sun, Turkey is mountain peaks, rapid river flows and waterfalls.

Rest in Turkey is the best value for money. Holidays in Turkey - a clear sea without jellyfish and sharks, the longest tourist season in Europe from May to October with an even mild climate, a wide variety of high-class hotels similar to entire cities with vast territories, huge swimming pools, water parks and developed infrastructure, many hotels offering all-inclusive food system, excellent cuisine, variety in the choice of food. Holidays in Turkey are often chosen by families with children. It is in Turkey that restless animators will captivate your children from morning to evening, rest with children is mainly chosen in hotels in Kemer or Belek. beaches, children's pools, water slides, water parks, children's mini-clubs, tireless animators and fun shows).

Tours to Turkey is an opportunity to combine leisure with shopping (jewelry, leather, fur coats, sheepskin coats and textiles), holidays in Turkey: yachts, rafting, scuba diving, windsurfing, and other water sports, real golf in Belek, horseback riding, professional football fields.

Italy has long been a true tourist mecca. Every traveler strives to get to where the famous and mysterious "boot" is located - the Apennine Peninsula, fenced off from the mainland by the western and southern slopes of the Alps. The peninsula protrudes into the Mediterranean Sea for about 900 kilometers and provides tourists with rich opportunities for recreation.

Italy is not only rich in centuries-old history and culture of the city, but also beautiful Mediterranean resorts, the purest mountain lakes, rivers, whose water is clear and clean, as they originate from the glacial peaks of the Alps. Of great interest are the Alps themselves, where many high-class ski resorts, picturesque islands, as well as famous volcanoes, such as the great Vesuvius or Etna on an island in Sicily, are concentrated. A trip to Italy can become a real kaleidoscope of unforgettable experiences! First of all, this is a meeting with the world treasury of world cultural monuments, beautiful beaches, as well as various balneological resorts, vibrant nightlife and high-quality shopping.

Below is the program of the tour to Italy from Marco Polo LLC.

Thematic tour to Italy

1st day. Milan/Rome - Tuscany. Transfer from Milan or Rome airport to the Chianti region (region of the province of Tuscany). Dinner.

2nd day. The Chianti region is the area where the famous red wine is produced. The first vineyards appeared here around 1000 AD. Before lunch - free time. Lunch and first tasting at a wine farm. Visiting wine cellars. Dinner.

3rd day. Florence. City tour, lunch. After lunch - free time.

4th day. Montalcino is a picturesque medieval village where many old buildings are still preserved: the austere Rocca fortress, Gothic churches, a monument of Romanesque architecture - the Abbey of Saint Antimo, the Palazzo Communale (city council palace) on the main square. The museums that showcase the works of Sienese artists of the Early Renaissance are noteworthy. Village tour (full day). Lunch and tasting at the winery where "Brunello di Montalcino" is produced. (Aged red wine, considered one of the best in Italy. Served with meat and game.) Dinner.

5th day. Siena and San Gimignano Siena in the early Renaissance was one of the main centers of art in Tuscany, along with Florence. Here arose the famous Siena School of Artists, led by Simone Martinet. The cathedral and the beautiful Piazza del Campo remind of the times of the Renaissance. San Gimignano is a medieval town famous for its many well-preserved tower houses. (During the internecine wars, these well-fortified buildings served as the dwellings of the local aristocracy). Guided tour of Siena and San Gimignano (full day). Lunch and tasting at the farm where "Vernaccia di San Gimignano" is produced. (A sort of white wine, known since the 13th century. Served with fish, oysters, poultry and cheeses. It is famous for its delicate aroma.) Dinner.

6th day. Tuscany - Piedmont. Transfer to the area of Monferrato - the region of Piedmont, where "Cortese dell` Alto Monferrato" is produced. (Dry white wine, served with fish and vegetables.) Free time in the afternoon. Dinner.

7th day. Asti is a town founded by the ancient Romans and flourished in the Middle Ages. Since then, many interesting buildings have been preserved here, including the Gothic Cathedral of San Secondo, the baptistery (baptismal) and numerous towers. Excursion around the city. Dinner. Tastings at farms producing famous sparkling wines "Asti" and "Moscato d`Asti". (Both varieties of wine have been known since Roman times. Served with dessert.) Tastings at the farms producing red wines "Barbera", "Freisa" and "Grignolino". Dinner.

8th day. The villages of Barbaresco and Neive. Tastings on farms producing red wines "Barbaresco" (served with lamb, beef and game) and "Dolcetto" (has an original almond flavor, served with any dishes). Dinner.

9th day. Alba is a town known as a center for wine production and truffle cultivation. The architecture of the city is peculiar - along with numerous buildings in the Baroque style, many Gothic buildings have been preserved here (the Cathedral, the Church of San Domenico, medieval tower houses). Excursion around the city. Dinner. Tastings at the farms where "Barolo" is produced. (Aged red wine, nicknamed "wine of kings". Famous for its characteristic bouquet.) Dinner.

10th day. Piedmont-Milan. Transfer to Milan airport.

Tour cost - from 4040 EUR per person, including:

9 nights accommodation in hotels with half board;

Excursions in Florence, Siena, San Gimignano, Asti and Alba;

6 wine tastings;

9 lunches (6 of them on farms, with wine tasting);

Transfers.

As one of the summer destinations, Marco Polo LLC offers sports tours to France. Below is the program of the sports tour "Golf". In addition to it, you can call the Formula 1 tour.

Description:Golf ATIMAONO TAHITI

The Tahiti Golf Club was built and opened in 1970 according to the plans of the Californian architect Jean Breo, who in this era was the owner of the Atimaono estate.

Cotton was grown on this territory in the 19th century, and then, until 1969, sugar cane for the production of the famous "Tahitian rum".

Currently, the Atimaono Golf Club, officially called "Golf International Olivier Breaud", is run by the island's administration. Golf is located 40 km from the capital of Tahiti - Papetee - on the west coast in a picturesque place at the very foot of high mountains.

Several small rivers flow through its fields, transformed by landscape designers. Among the lush tropical vegetation, there are small ponds where exotic aquatic flowers bloom, surrounded by palm trees and tropical trees.

Golf 18 holes. The route is available for both experienced players and beginners.

The length is 5,950 meters, 72 holes (starting, main and special sites).

Golf Atimaono is recognized by the French Golf Federation. Every year in July, the international tournament “Open International de Tahiti”, which is part of the PGA Australia series, is held here.

The golf club complex includes a swimming pool, a restaurant, a bar, changing rooms with showers, a boutique.

Golf is open every day from 08:00 to 18:00.

Programs:

Day Greens Package

Golf set;

Electric vehicle for moving around the field (max. 2 people);

Lunch at the golf club restaurant (included: a glass of wine, mineral water or local beer);

The right to use the field;

Transfer (group) round trip from the hotel to the golf club

5 golf balls (additionally can be purchased at the club boutique);

Gift.

Golf shoes are not for rent.

Package price:

For one person - 240 euros

If the tourist is going to spend only up on the course, you can combine golf with a visit to the Paul Gauguin Museum and the Harrison Smith Botanical Garden. The golf club complex is located 100 meters from the sea and only 3 kilometers from the museum and the botanical garden.

Some rates:

The cost of an air-conditioned car for the whole day (10 hours): 300 euros

Rental of golf clubs (1 club) – 6 euros

Car rental for 2 people. 9 holes: 29 euros / 18 holes: 47 euros

The right to use the course: per person for 18 holes: 55 euros / for 9 holes: 33 euros

Entrance tickets to museums (open seven days a week from 9:00 to 17:00):

Paul Gauguin - 6 euros

Harrison Smith Botanical Garden - 5 euros.

So, we can distinguish several time periods when Russian tourists spend their holidays abroad:

1. Two summer months July and August, especially August is the biggest peak.

2. Autumn school holidays and November holidays.

3. New Year and winter school holidays.

5. Spring school holidays.

One of the features and competitive advantages of Marco Polo LLC is the offer of event tours. Competitors do not have such offers, event tourism is generally underdeveloped in Russia.

The application contains a program - a calendar of event tours from Marco Polo LLC.

Thus, the analysis of the structure of tour package sales shows that sales are carried out regardless of the season. This is due to the fact that, in addition to individual tours, Marco Polo LLC offers mass tours that are in high demand, the company also works with corporate clients, so even in the off-season, sales volume comes from organizing various seminars, business meetings, exhibitions .

Marco-Polo LLC offers products that are unique in their structure - individual tours. However, the demand for them is small, so the company also deals with group tours.

Strengths of Marco Polo Ltd.: work experience and specialization in individual trips; high-quality and well-established equipment; experienced staff.

Weaknesses of Marco Polo LLC: little experience in receiving foreign tourists; insufficient attention to product promotion; limited number of directories by country.

After analyzing the commodity policy of Marco Polo LLC, it can be noted that such popular destinations as Bulgaria, Tunisia, Cyprus are not represented in the assortment.

As for the marketing policy (in particular, communicative) of Marco Polo LLC, the following shortcomings can be noted

· In April, the travel agency LLC "Marco Polo" did not conduct an advertising campaign, despite the fact that the holiday of March 8 is an occasion for Russian tourists to relax;

· The period of advertising campaigns in one media carrier is on average 5 days. In such a short period of time, it is not possible to reach the required share of target consumers, and even more so to achieve an effective frequency of contacts to create awareness about the company and stimulate tourist purchases;

As discussed above, the marketing policy, including the product and advertising policy of Marco Polo LLC, is not perfect enough and needs to be improved. Suggestions for improving marketing and, in particular, product policy are presented in the next chapter.

3. Development of a product strategy for a travel company LLC "Marco Polo"

3.1 General directions in improving the product policy in tourism

Having considered the features of the product and marketing policy of Marco Polo LLC, and having identified some shortcomings in the strategy, we can propose the following areas for improvement (Fig. 10).

The printed catalog of the company "Marco Polo" should be of an advertising and informative nature. It is advisable to use advertising inserts inside the catalog or to precede the informative part of the catalog with advertising leaflets.

Directory distribution methods:

1. Participation in exhibitions.

2. Working seminars.

3. An invitation to the office for a new catalogue.

7. Participation in regional exhibitions.

8. Presentations of the new issue of the catalog.

As you know, in the practice of media planning, there are four coverage schemes for existing goods / services. Given the pronounced seasonal nature of the tourism business, it is proposed to use a seasonal advance coverage scheme. Those. as we know, one of the peaks of seasonality is the May holidays. This means that advertising should be given already at the end of March - beginning of April.

Figure 10 - Improving the marketing management system

Thus, taking into account all of the above, we present the planned advertising budget for the Marco Polo travel agency for 2006 in Table 13.

No. p / p	Type of advertising	Cost, rub.	Period
1	Advertising on cable TV (creeping line)	785	Early January 2006
2	Release of the advertising catalog for 2006	10000	February 2006
2	Participation in the exhibition Mitt 2006	6100	March 2006
3	Advertising on "Europe+"	1500	End March 2006
4	Article in the newspaper "Recreation. Entertainment. Tourism"	2500	April 2006
5	Production of flyers	2800	April 2006
6	Advertising on cable TV (creeping line)	680	First days of June 2006
7	Advertising in the magazine "Tourism and Recreation"	535	Mid June 2006
8	Advertising on "Europe+"	1500	Mid June 2006
9	Advertising on cable TV (creeping line)	680	End of June 2006
10	Advertising on cable TV (creeping line)	1000	Early July 2006
10	Advertising in the magazine "Tourism and Recreation"	860	Mid July 2006
11	Advertising on cable TV (creeping line)	860	Early August 2006
12	Advertising on cable TV (creeping line)	860	Mid August 2006
13	Advertising on cable TV (creeping line)	680	Early October 2006
14	Advertising on "Europe+"	1000	Mid October
15	Article in the magazine "Tourism and Recreation" (about the New Year's holiday)	1500	December 2006
16	Advertising on cable TV (creeping line)	900	December 2006
Total planned expenditures for 2006		34 740

1. The database will allow you to analyze the needs and structure of customers and, accordingly, facilitate communication with them.

2. From the application form, you can get the following data:

· Name of the organization. Contact phone / fax.

· Country of visit and duration of the trip.

· Purpose of the trip.

When working with corporate clients, it is necessary to take into account the seasonality of the volume of consumption of travel services.

Therefore, various New Year promotions can become an excellent topic for promoting our services. For example, the action "New Year's greetings", which provides for telephone congratulations of all organizations on the coming New Year and Christmas.

From the analysis of the current situation, it was concluded that the travel agency "Marco Poloo" has not yet created a travel agency network. The travel agency network that exists today is not very stable, because there is no clear policy and technology for working with agencies. A lot has been done to find agencies, to get their attention, but little to keep them and ensure long-term cooperation.

The most important component in the price of a tour package is the price of hotel accommodation. For a quick search for a hotel suitable for a client, it is proposed to use the new telephone version of Worldspan for Windows. Such a booking system is needed to ensure marketing activities. The program is ideal for use by medium and small agencies, as it does not require a leased line connection and provides the ability to work without rigid booking volumes. The new version is 100% compatible with any Microsoft applications (Word, Excel, Exchange, etc.), allows you to simultaneously make reservations from several (up to six) terminals in the local network.

Marco Polo LLC should introduce a more flexible pricing system for services:

· for countries that are rarer in the offers of tour operators or difficult in connection with the issuance of visas, prices can be increased by a higher percentage, for example, by 15-20%;

· for those countries where people travel for a longer time (more than a week) to increase prices by 15%;

Providing discounts to regular corporate clients;

· providing agency discounts to regular travel agencies.

3.2 Analysis of the effectiveness of the product strategy

Development of new directions (Bulgaria, Tunisia, Cyprus) will allow the company to increase its total revenue

So, if we take at the initial stage the revenue from these areas in the amount of 25% of the total revenue and take into account the steady demand for these areas and the overall dynamics of the increase in sales of Marco Polo LLC by 1% per year, we can predict the economic effect of this implementation (Fig. . 10).

Figure 10 - Forecast of the dynamics of sales volume from the introduction of new directions (Bulgaria, Tunisia, Cyprus)

The change in the company's total revenue due to the introduction of new areas and proposed activities is presented in table. fourteen.

Table 14 Technical and economic indicators of the travel agency "Marco Polo"

No. p / p	Indicators	units rev.	2004	2007	Deviations from the previous year		Growth rate, %
Wabs. vyr-nii	%
1.	Volume of sales of services	Thousand rub.	49941	72688,31	+22741,31	146	+46
2.	Cost price (1-2)	Thousand rub.	41648	60 173,11	+18525,11	144	+44
3.	Profit from the sale of services (1-3)	Thousand rub.	8293	12 515,20	+4222,20	151	+51
4.	income tax	Thousand rub.	1990	3 003,65	+1013,65	151	+51
5.	Net income (3-10)	Thousand rub.	6303	9 511,55	+3208,55	151	+51
6.	Costs per ruble of sales	Cop.	83	83	0,00
7.	Profitability of economic activity (3/2x100)	%	19,9	21	-	-	+0,90
8.	Return on sales (3/1)	%	16,6	17	-	-	+0,40
9.	Number of staff	people	17	18	+1	106	+6
10.	Number of management personnel	people	5	5	-	-	-
11.	Working out	thousand rubles/person	2937	4038	+1101	137	+37

Measures to improve the marketing activities of the travel agency "Marco Polo" will allow in the planned period to have higher growth rates in sales, profits and profitability.

Conclusion

So, in accordance with the set goal, the following tasks were solved:

· Considered the essence and features of the tourist product;

· Considered the features of the interaction of tourist services and tourist products;

· A study was made of the commodity policy of the tourist company "Marco Polo";

· The features of the tourist product provided by the tourist company "Marco Polo", the features of the seasonal offer of the tourist product are considered;

Developed a product strategy for the travel company "Marco Polo"

The following conclusions can be drawn from the work.

The main product of tourist companies is the tour. A tour is a formed complex of basic and additional services provided to a tourist depending on the purpose of the trip. The property right for a tour intended for sale to a tourist is called a tourist product (tour product).

The main division of the tourist product by type is associated with its end use. This is due to the fact that when providing services, the company should focus on the needs of tourists.

When choosing your segment in the tourist services market, the following factors are analyzed: the purpose of the trip: leisure, business, training, shopping; geographical factors: seaside holidays, entertainment, interest in cultural and architectural values; age groups: schoolchildren, students, adults, families; economic needs and prestige: saving time and effort while achieving comfort, the desire to belong to a certain social group.

The second way to highlight the types of tourist services is associated with the way to meet the needs of allocate: food; hotel service; transport service; excursions, etc.

A feature of recent times is the concentration in the tourism industry, previously a small business, and its transformation into an oligopolistic industry. Two factors contribute to this:

· Firstly, the growth of the tourist services market increases its attractiveness for enterprises in industries with a high concentration;

· Secondly, the industry is becoming a diversification direction for related industries, such as the hotel industry, transport, etc.

The object of the study is the Novosibirsk tourist company Marco Polo LLC. The company occupies a stable position in the market and has been operating since 1995.

Having considered the features of the product and marketing activities of Marco Polo LLC, we can draw the following conclusions.

Marco Polo LLC offers tourists popular tourist destinations that are in steady demand.

Specialization of Marco Polo LLC is outbound tourism. The company offers a unique direction - individual tours. However, given the trends in demand in the market, the company is also forced to engage in group tours.

Turkey was the most popular summer season destination according to Marco Polo LLC sales results in 2004, while Spain was the most popular during the winter season.

Strengths of Marco Polo Ltd.: work experience and specialization in individual trips; high-quality and well-established equipment; experienced staff.

Weaknesses of Marco Polo LLC: little experience in receiving foreign tourists; insufficient attention to product promotion; limited number of directories by country.

After analyzing the commodity policy of Marco Polo LLC, it was noted that such popular destinations as Bulgaria, Tunisia, Cyprus are not represented in the assortment.

As for the marketing policy (in particular, communicative) of Marco Polo LLC, we can note the shortcomings in the communicative, advertising, marketing policy of the company.

So, as an improvement of the communication policy of Marco Polo LLC, it is possible to propose to issue a printed catalog of the company indicating tours, prices, company news.

Given the pronounced seasonal nature of the tourism business, it is proposed to use a seasonal advance coverage scheme.

The analysis showed that the main clients of the Marco Polo travel agency are corporate clients. Therefore, it is necessary: firstly, to create a database of corporate clients, and secondly, to organize a club of corporate clients.

Until now, the travel agency "Marco Poloo" has not created a travel agency network. The travel agency network that exists today is not very stable, because there is no clear policy and technology for working with agencies. A lot has been done to find agencies, to get their attention, but little to keep them and ensure long-term cooperation.

Regional agents of the travel agency "Marco Polo" can be: regional travel companies.

The assortment policy of the company does not include such promising areas as Bulgaria, Tunisia, Cyprus.

The official representative of the Marco Polo company in the region can be a travel company that has signed a certain agreement with the Marco Polo travel company. Marco Polo LLC will have to provide catalogs and necessary materials to a company in the region and provide them with a commission of up to 10%.

Marco Polo LLC should introduce a more flexible pricing system for services.

The paper assesses the economic effect of the implementation of these measures. Thus, the forecast value of proceeds from the sale of products in 2007 is 72,688 thousand rubles, which is 46% higher than in 2004.

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Appendix

Event tour calendar

DATE OF	Country city	Event
25.05.2005	- 05/28/2005 London, UK	Chelsea Flower Show
12.05.2005	- 06/03/2005 Prague, Czech Republic	International Spring Music Festival
29.05.2005	- 06/04/2005 Hardelot, France	Sand Figure Festival
02.06.2005	- 06/03/2005 Glasgow, Scotland	Rock music festival
09.06.2005	- 11.06.2005 Lisbon, Portugal	Rock music festival
16.06.2005	- 19.06.2005 Oslo, Norway	Norwegian Wood Music Festival
17.06.2005	- 19.06.2005 Barcelona, Spain	SONAR Music Festival
24.06.2005	Florence, Italy	St. John's Festival
24.06.2005	- 23.07.2005 Paris, France	Summer Sale
03.07.2005	- 27.07.2005 Avignon, France	Fesrival d'Avignon
07.07.2005	- 07/09/2005 Naples, Italy	Italian Music Festival
10.07.2005	Berlin, Germany	love parade
13.07.2005	- 14.07.2005 Paris, France	Bastille Day
15.07.2005	- 10.09.2005 London, UK	BBC Henry Wood Proms Classical Music Festival
19.07.2005	- 21.07.2005 Milan, Italy	Concert U2
19.07.2005	- 31.08.2005 Verona, Italy	opera music festival
20.07.2005	- 08/07/2005 Melbourne, Australia	International Film Festival
21.07.2005	Brussels, Belgium	Nation Day
24.07.2005	- 31.08.2005 Salzburg, Austria	Classical Music Festival
29.07.2005	- 08/07/2005 Edinburgh, Scotland	Jazz and Blues Festival
30.07.2005	- 08/01/2005 Niigata, Japan	Fuji Pock Festival
03.08.2005	- 07.08.2005 London, UK	beer festival
07.08.2005	Zurich, Switzerland	street parade
07.08.2005	Amsterdam, Netherlands	Canal Parade
12.08.2005	Bangkok, Thailand	Queen's birthday
18.08.2005	- 21.08.2005, Edinburgh, Scotland	International Film Festival
20.08.2005	- 03.09.2005 London, UK	Children's week
21.08.2005	Reykjavik, Iceland	culture night
23.08.2005	- 26.08.2005 Eilat, Israel	jazz festival
10.09.2005	Hannover, Germany	International fireworks competition
17.09.2005	London, Great Britain	River racing
17.09.2005	- 25.09.2005 Warsaw, Poland	Music Festival
19.09.2005	- 23.09.2005 London, UK	Fashion Week
23.09.2005	- 30.09.2005 Hamburg, Germany	Film Festival
24.09.2005	Copenhagen, Denmark	culture night
24.09.2005		Beer and Whiskey Festival
30.09.2005	- 02.10.2005 Stockholm, Sweden	Beer and Whiskey Festival
02.10.2005	- 09.10.2005 Beirut, Lebanon	Film Festival
13.10.2005	- 29.10.2005 Melbourne, Australia	Arts Festival
14.10.2005	- 21.10.2005 Paris, France	jazz festival
20.10.2005	- 04.11.2005 London, UK	The Times BFI Film Festival
21.10.2005		dance festival
21.10.2005	- 23.10.2005 Amsterdam, the Netherlands	dance festival
23.10.2005	Berlin, Germany	Winstock Festival
27.10.2005	- 11/13/2005 Sydney, Australia	sand sculpture festival
03.11.2005	- 28.11.2005 Barcelona, Spain	International Jazz Festival
09.11.2005	- 23.11.2005 Ljubljana, Slovenia	LIFFe Film Festival
11.11.2005	Cologne, Germany	Carnival
12.11.2005	- 21.11.2005 London, UK	jazz festival
19.11.2005	- 22.11.2005 Marseille, France	Fair of wine and farm products
21.11.2005	- 27.11.2005 London, UK	Music Festival
26.11.2005	- 11/28/2005 Dublin, Ireland	Antique Fair
03.12.2005	- 04.12.2005 Stockholm, Sweden	Christmas Fair
04.12.2005	Singapore, Singapore	dance festival
04.12.2005	- 24.12.2005 Naples, Italy	Antique Fair
06.12.2005	- 10.12.2005 London, UK	beer festival
12.12.2005	- 21.12.2005 London, UK	winter festival
29.12.2005	Zurich, Switzerland	Operetta Festival

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Gavrilchak N.I. Socio-economic problems of development of tourism and tourism business in the Russian Federation. SPbGISE. 2000, 3.5 pp

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Balaganskaya M.Yu. The role of the ethno-cultural component in the formation of the tourism product

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Appendix